Marketing Optimizor

Posted by: CEO Space | July 18, 2008

Preparing for CEO Space

Next week will be the July Free Enterprise Forum in Los Angeles. This place is a great environment for entrepreneurs and CEOs to network with each other and some pretty big names. Mark Victor Hansen and Jack Canfield, of Chicken Soup for the Soul, actually formed their idea at this event. They continue to go back because they know this CEO Space format works wonders for business owners and entrepreneurs.

There are also a lot of investors that attend the Forum, so a lot of CEOs are able to find angel funding, and even institutional or VC funding. There are many well-known products and services that came from CEO Space, I’ll have to write another post on that soon.

As part of my preparation for the forum, I have been updating my Marketing Optimizer marketing services website with more information geared to entrepreneurs. For example, I am now offering a few packaged services:

The services are really powerful for entrepreneurs and small businesses. I’ve honestly found that even though so many books are out there about branding and marketing, most business owners still have no clue about what marketing REALLY is or can do for their business. (I smell another book topic coming).

I’ve been going to the local CEO Space meetings and other networking groups and I am still shocked at how little most business people know about core marketing principles, and especially the latest marketing tactics that are supposedly well-known. Almost everything Internet Marketing is SOOOOOO underutilized or used incorrectly. Blogs, Squidoo, Twitter, youtube, etc., etc. Of course, Marketing Optimizer can help entrepreneurs and small businesses navigate and leverage these resources to expand their business.

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Posted in Internet Marketing, Start ups, Website Marketing | Tags: ceo space, free website review, Internet Marketing, marketing review

Posted by: CEO Space | June 1, 2008

Internet Marketing for Free

Posted by: CEO Space | May 21, 2008

CEO Space experience

I was dreading going to this week long conference that my client, the CEO of Music Wizard, needed me to attend with him. I had never heard of this conference before, but all I could think was a week away from my projects that had deadlines - ugh! But they were paying for it, and really wanted me to go to represent the company, so off I went to Los Angeles.

Impressive. Beyond my expectations.

I’m not easy to impress, and I’ve been to a lot of conferences in the last 20 years. Normally I get a few good nuggets, make a few good contacts, and maybe learn a few new tricks of the trade. I usually give conferences around a 2-5 on my 10 scale.

CEO Space I give a 10, easily.

Since I was going as part of the Music Wizard team, I spoke for them and got a lot of interest in the product, a lot of interest from investors who are there, and a lot of interest for being sales affiliates. The week did wonders for their business.

After my contract with them is over, I am definitely going back for my own business! And I highly recommend it for any other CEO, small business owner or entrepreneur just getting started. Contact me if you want more details on this great conference experience.

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Posted in Advertising, Infrastructure & Process, Marketing Communications, Marketing Operations, Marketing Strategy, Start ups, Website Marketing | Tags: ceo space, great conference, investors, new clients

Posted by: CEO Space | April 18, 2008

Guitar Hero vs Guitar Wizard

Guitar Hero does not teach you how to play the actual guitar! I don’t know if you all realized that… Well maybe most of you do. But still, kids are spending hours and hours and HOURS playing video games like Guitar Hero, are at the end of the day, they will know how to…um…play Guitar Hero.

Yeah I guess it’s fun. But as parents, wouldn’t you want your kids spending at least some of that video game time on something useful, and productive, like learning an actual skill that they could use the rest of their lives?

And by the way, learning and playing real instruments helps kids with math, do better on tests, think better academically for the rest of their life. Huh, now which do I want my kids spending their summer doing?

I began a marketing consulting contract with Music Wizard Group, a start up company that is making awesome products that are bound to be huge!

Piano Wizard
Guitar Wizard
Drum Wizard
Band Wizard
Composer Wizard

Piano Wizard is the current product out. It teaches anyone how to play a song on the keyboard in literally a few hours. Imagine the possibilities - all those American Idol wannabe’s who can learn their favorite song for the audition. Or the romantic husband who learns how to play his wedding song so he can surprise his wife and play it for her at their 20th anniversary. Cool.

Guitar Wizard is coming out this fall, and of the 10 million Hero players, I’m sure 10% will be motivated to play a real guitar, buy Guitar Wizard,… and really become a Guitar “Hero”.

Watch for the product launch!

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Posted in Advertising, Branding, Internet Marketing, Lead Generation, Marketing Communications, Marketing Strategy, Start ups, Website Marketing | Tags: guitar hero, guitar wizard, marketing consulting

Posted by: CEO Space | February 9, 2008

Bad Economy Marketing

Since I am also a real estate investor, I knew the economy was falling last August when the sub-prime market melted down and had a few flips that I was stuck with. I was able to turn them into rentals after all, but the point is even last December, experts were “unsure” how the economy was going. Duh.

Here it is February already, and nobody will officially call it a recession, but I know it will be, and if not technically, it will look and feel like one.

Anyway, my point is that some clients are pulling way back on marketing to save costs, and keeping their sales teams in place hoping to sell more. Other clients are calling and wanting to know what they can do to continue marketing with lower costs, or for free. These are the smarter clients because they know that eliminating marketing is like saying your going to not put gas in your car for a few months because it’s too expensive. Hmmm, so how do you get to work?

Similarly, how do you get exposure, leads and therefore sales/revenue without marketing?

The really smart companies invested in their marketing systems and created an optimized marketing engine so they can squeeze every ounce of value from their marketing dollars, and have confidence what their ROI is when they spend it. By the way CEOs, investors L-O-V-E when you have an optimized marketing system with metrics and plans.

By the way, there is quite a bit you can do for low cost or FREE when it comes to Internet Marketing, if you have an in house resource. I can help with that, and I can help you build an optimized marketing system, contact me if you’re interested in finding out more.

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Posted in Internet Marketing, Lead Generation | Tags: bad economy, free internet marketing, Internet Marketing, marketing, Sales

Posted by: CEO Space | January 4, 2008

The Secret to Increasing Revenue

Isn’t this the bottom line?

I’ve been in marketing and sales for 20 years, and when I think about, the bottom line from management and clients has always been revenue. But not just the same amount of revenue; no company can accomplish growth without “increasing revenue”. Almost every client asks me about how to accomplish increasing revenue as if it is some secret that nobody has figured out. Why is it so difficult for some companies to get consistent marketing and revenue results?

I think this “secret” is actually pretty obvious to me from having spoken with so many clients, and having seen their “marketing operations”.

Common Mistake

Many small businesses were founded by an engineer who built a product, a sales guy who could sell the product and idea to others, or both. So fundamentally, there is a missing marketing influence from the beginning. Nothing against engineering and sales guys, but you know the saying, “if you only have a hammer, every problem is a nail”. In other words, sales people have a fundamentally different approach to driving revenue, and many times it is simply making more individual direct calls/emails, attending more trade shows, and maybe doing some print ads in a general publication.

If you are a marketer, you are cringing because you already know what’s wrong with that picture: Shotgun in the dark approach. Because the sales guy doesn’t have a marketing methodology to guide him, he doesn’t know that everything having to do with revenue needs to start with the Target Audience. Those general marketing activities that many people think should produce results, won’t because it may not be the sweet spot for their target. And those are expenisive activities, using people time to make calls, trade shows, and newspaper all have high costs, and if your target isn’t there, a very low return, resulting in low leads, low ROI, and low revenue.

Average Marketing Person

Want Average Results? Hire average people. I have run into many, many average marketing people who are running marketing organizations. Scary. I don’t know if the executives of these companies realize how much of their revenue is dependent upon these C+ students, turned Marketing Directors. Many times the problems in these cases is they never learned what it takes to create extraordinary marketing results. Everything is ad hoc, they try something one week, then something completely different the next week. They don’t measure the right things, they don’t track results, they don’t research target customers, they simply go day to day hoping they are not losing ground with whatever changes they make. Does this sound familiar to you? That inconsistency is the bulk of the problems I have seen.

Have a System
Ready for the Secret? Here it is: having a marketing methodology that can guide you to creating the most effective system specific to each company. My methodology is is how I have been able to help companies build extraordinary results and increasing revenue growth. My system will introduce the proper steps needed to do the research so that you understand exactly who your target market is, what they like, where they hang out, how to approach them, what to say to them, etc. It also introduces a system for testing campaigns, measuring them, and refining them to get increasing results. This is the core of my Optimization Methodology, and nobody else knows how to accomplish this as well as I do.

For many average marketers, marketing is about having the prettiest flash website, or having the most click throughs on Google AdWords. If you don’t do the research and the testing and the optimization, you might never know that most of your target audience hate flash, or just click through but never buy anything.

Summary

If you don’t have the expertise to build your marketing system based on solid proven methodology over the past 20 years like I have, then please feel free to contact me so I can help you evaluate where you stand and what it will take to get you on an increasing curve.

You can’t afford to ignore your marketing anymore.

Thanks,
Anthony
Marketing Optimizor
303-862-8447

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Posted in Advertising, Branding, Infrastructure & Process, Internet Marketing, Lead Generation, Marketing Strategy, Sales

Posted by: CEO Space | November 21, 2007

Social Networking Pre-Launch & Branding

Posted by: CEO Space | October 12, 2007

Lunch, White Boards and Other Optimization Accelerators

It’s funny how so many small businesses are still re-creating the wheel!

I just spent a few days with a client working on their online strategy. But the interesting thing was as I went around to his various managers and executives, I made at least one super helpful suggestion to each of them. These suggestions are various things I have picked up or thought of over the years to help me and my teams to be more efficient, to optimize our time at work.

Here is a sample list of a few of these things that I’m still surprised every company doesn’t do:

Working lunches: Some of the best ideas I had during one of my past employments was because I had lunch with the Sales VP at least once per week. We became more than just co-workers, we built a great rapport, and “got on the same page” and were able to knock down barriers and get to true efficiency by simply talking and understanding each other’s viewpoints.
White Board Walls: I spent a few hundred dollars and bought four (4′ x 8′ ) white boards and attached them vertically to the conference room walls, to stimulate people to brainstorm and have plenty of room to draw out their ideas.
Typing Lessons: It’s surprising that so many people in this information age, especially CEOs, can only type 15-20 words per minute! What inefficiency, and at the hourly rate some of them make, the lessons pay for themselves after a day of typing more like 40 wpm. Plus it enhances the image of the company if visitors/clients hears all the fast keyboarding going on.
Keyboard Shortcuts: Similarly, it amazes me that CEO’s still spend time moving their mouse up to the Edit menu to select Copy, when it is much faster to CTRL-C. I put together 25 of my favorite keyboard shortcuts and hints in MS Word, MS Excel and MS PowerPoint and held a training session for 60 sales reps at a company one time. They loved it.
CEO Idea Inbox: I’m not a big fan of structured programs for submitting ideas where they select one winner for a prize. I think the submission should be somewhat of a prize itself. A good way to do this is for the CEO to set up a secondary email box for innovations/ideas from anyone concerning anything in the company. Just submitting an idea gets you noticed by the top dog, and if many ideas are generated, it gives a good impression about that person even if all his ideas are not implemented. Employees will like this.

If you’d like me to come into your organization to see what can be optimized in the areas of marketing, sales, or customer service, please let me know.

Thanks,
Anthony
Marketing Optimizor
303-862-8447

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Posted in Infrastructure & Process, Marketing Operations, Productivity, Start ups

Posted by: CEO Space | August 23, 2007

From A Sales To A Marketing Focused Company

I’ve been responsible for transforming a sales driven organization into a marketing driven company several times before. In fact, it is one of the strengths I brought to former employers who had not understood why they needed that change. In fact, I would argue that many current CEOs still do not realize that a sales driven organization is not the most ideal structure and can stagnate growth and innovation.

In the early stages of a company, it is usually necessary to hire engineers, then sales people. It is from this stage that many companies do not progress out of, and the consequences can be damaging. Engineers rarely have a complete understanding of the target market or how to describe products in a benefit-focused manner. Products are typically named “SSO-300″ in an engineering driven culture. In a sales driven organization, the products might have a bit more customer focus, but they lack long term vision, since sales people are motivated by short term sales cycles. The sales driven company might name a product “Small Business Solution” because they want it to appeal to a mass audience and be thought of as the answer to all problems.

The marketing driven company will understand the market, the competition, the customer on a personal level and at a macro level and will guide the product strategy to become what the target market needs now and will develop specific products for future customer needs, while ensuring market differentiation in a niche that will support it. Also, a marketing culture will be in constant contact with prospects, customers, analysts, and media to ensure a thorough understanding while effectively generating interest and leads for sales to close.

The benefits of a marketing focused culture are many, beyond what I just described, and so if you find yourself in a sales or engineering driven culture, contact me and I may be able to guide you through it.

Thanks
Anthony
Marketing Optimizor
303-862-8447

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Posted in Branding, Infrastructure & Process, Marketing Operations, Marketing Strategy, Sales, Start ups

Posted by: CEO Space | July 12, 2007

E-Book Builds Community & Market Leadership

Today I was reminded of a very successful campaign I managed a few years back, which is still a very effective way to accomplish several goals.

The E-Book has been around a long time, but for many IT companies especially, it is a great way to acquire people who are interested in the topic of the e-book, which should be directly related to your products. The e-book campaign I find is most effective when it is released in chapters, maybe 1 a month or once every two weeks. This is a great way to stay in front of your prospects on a regular basis, and it keeps you top of mind.

Another great effect is that your prospects begin to see your company as a company of authority and expertise in this area. A third major effect is that these prospects over time become to see themselves as part of your community as you offer them other related documents, webinars, or goodies.

When the time comes that the prospect is in a buying cycle, being top of mind, and a market leader, and a trusted source, means that you will likely be included in any purchasing considerations, a major accomplishment that simply takes a little time and management.

I have many other campaign ideas and experiences that I’d love to share with you. Please contact me if you are interested to see how your company can improve lead generation results too.

Thanks,
Anthony
Marketing Optimizor
303-862-8447

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Posted in Advertising, Branding, Community, Internet Marketing, Marketing Strategy, Public Relations, Website Marketing, Writing & Ad Copy

Posted by: CEO Space | June 3, 2007

Searching for Marketing Director or VP?

I just helped out a company that was in the process of searching for a Marketing Director, but had not found one yet. Their search had taken them longer than planned, and they needed some help with an upcoming conference and some related campaigns. They did not want to hire someone who wasn’t right for the job, but had an immediate need for marketing expertise.

So they asked me to handle the PR, booth set up, and collateral for the industry conference, along with a pre-event email campaign to their customers, some prospects and some of their partner’s prospects. Then after the event, they wanted me to create a follow up campaign to the booth visitors whose badges we scanned.

This was pretty standard activities, and it only took me about 2 weeks to pull it all together, plus another week after to process the campaign and produce metrics on the effectiveness of everything.

If you have an open position for a marketing manager, director or VP, yet need marketing help ASAP, please call me to discuss how I can help fill your need in the interim.

Thanks,
Anthony
Marketing Optimizor
303-862-8447

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Posted in Events, Marketing Communications, Marketing Strategy, marketing professional

Posted by: CEO Space | May 12, 2007

Writing Collateral & Press Releases

Just finished writing new product collateral for a company. They were about to launch a new product, and felt they needed to update all their other product sheets as well. What’s scary is that they were going to simply have their graphic designer just give a facelift and write new content because he thought he could. Yikes.

Note: Few people know how to write well. It’s always better to have a marketing professional write strong collateral and web content.

Working with their in-house designer, I directed the look and feel of it to fit in their branding guidelines. I suggested to them that a less formal tone and more consistency among terminology, graphic placement and more relevant ties back to their value propositions were needed. Of course that lead to a slight rework of their branding and positioning statements, which was good also. The new collateral turned out very well, and worked for both printed and online versions.

They hadn’t asked for it at the start of the project, but I also took a stab at writing their press release for their new product launch. I wrote a very action-oriented grabber headline and intro, and embedded a few strategic keywords throughout for better search engine optimization. They loved it and extended the contract for a couple releases.

Let me know if you have a product launch and I can guide you through some critical steps while writing your releases or designing new collateral.

Anthony
Marketing Optimizor
303-862-8447

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Posted in Writing & Ad Copy, collateral

Posted by: CEO Space | April 30, 2007

Strategic Website Quick Review

I just wanted to let you know about a recent company I worked with that knew something was wrong with their website, bu they just didn’t know what to change.

I don’t look at a website from a graphic designer point of view, instead I look at it from a lead generation, revenue, strategic positioning, branding and customer service point of view. I spent a few days interviewing the management and staff, as well as working with the webmaster to analyze traffic patterns and conversion rates for clues.

Note: remember even a good webmaster does not have the same perspective as a seasoned marketing executive, and cannot see the same issues.

Working with their team, we implemented quite a few content/branding improvements, lead gen flow, and other SEO improvements.

I can do the same for your company website - give it a Marketing Optimizor “Quick Review”, just give me a call to discuss your concerns.

Talk to you soon,
Anthony
Marketing Optimizor
303-862-8447

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Posted in Branding, Internet Marketing, Lead Generation, Marketing Strategy, Website Marketing

Posted by: CEO Space | April 21, 2007

Lead Generation "Engine"

Of the many aspects of marketing, lead generation is my favorite, and often my clients’ favorite. With almost every company I speak with, this can be improved or is a major concern. It’s not difficult to understand why, if there is something not optimal about the lead generation flow, it has a major impact on revenue.

I like to think about this flow of leads as an engine because it really does power and move the company along a path, and a more powerful engine can get down the road faster, bypassing competitors and leading the pack. Also, like an engine, it can be tuned (optimized) to perform better with any given inputs. So with the same number of clicks to a website, one engine can generate more revenue than another if it is highly tuned.

There are some things I can do in a very short time frame to improve the Lead Gen Engine, and there are some things that I will suggest that can take months or longer. The point is to understand what to do and how to do it correctly in order to get a better performing engine.

Let me know if you think your engine needs a tune up, I’m sure I can help in some way.

Thanks,
Anthony
Marketing Optimizor
303-862-8447

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Posted in Infrastructure & Process, Lead Generation, Marketing Operations, Marketing Strategy

Posted by: CEO Space | April 11, 2007

Marketing For Real Estate Investor

I’ve been working with a group of real estate investors who want to attract more leads to their website. They want to have people who need to sell their home and people who want to buy homes as a lease option.

It was pretty straight forward to improve their lead generation since they did not have a blog, no PPC campaign, no AdSense account, few links, no professional SEO help, and not very good content on their website.

The solution was pretty simple. I had them start a blog and gave them all access to it, it turns out they are fairly prolific writers, in addition I’d had them ask guest writers contribute also. There is no shortage of Realtors who want exposure and are quite knowledgeable who became their guest bloggers.

I began a Google PPC campaign for them and worked on keyword consultation in this very competitive market, and optimized their campaign based on analyzing their competition and their unique value propositions.

I worked extensively on re-vamping their website: navigation, design, folder naming, and many content issues. Also their lead flow was difficult because they had too many links on their landing pages, and they asked way too many questions on their sign up form.

They had leads increase by 30% in about a month, and I anticipate this will continually increase as I work with them over the next few months.

Thanks,
Anthony
Marketing Optimizor
303-862-8447

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Posted in Advertising, Internet Marketing, Lead Generation, Marketing Communications, Marketing Strategy, Website Marketing

Posted by: CEO Space | March 28, 2007

Marketing Quick Improvements

I recently finished a contract helping a new business owner with several quick improvements that have let him move forward with his business in a big way. This person was kind of stuck in a very manual, non-automated operation with haphazard marketing and not a very focused idea of his brand.

Branding, Collateral, Website:
He had no collateral, so for every new customer, he had to spend a half hour just describing what he does, how it benefits the customer and other details. After studying his competition, market and unique value propositions, I wrote a Branding Guide for him.

After getting his approval and buy in on the Branding guide, I was able to easily and quickly write several variations of collateral for different target markets.

Not surprisingly, this Branding Guide helped him clarify other issues such as his mission, graphics and his logo. From this, we were then able to re-print business cards and adjust his website graphics and content significantly. This, and some other usability suggestions, greatly improved click-through rates from his web pages.

Keywords, PPC, Metrics:
This area is one of my favorite because it comes pretty easily to me and can have a massive online impact. Please note, that this is not SEO per se. There are full time professionals that can handle that. But what most companies miss is the strategic marketing input and analysis needed to work with the SEO professionals. They don’t know your products, market, or business nearly as well as a marketing professional can. Yet they need this higher perspective to guide them on optimizing webs sites properly.

I worked with the business owner to expand his keyword list, again some of it based on the thorough Branding Guide work. I spent a few days optimizing the Google PPC campaign, the website traffic patterns and other sales and conversion metrics and discovered a few new niches that turned out to be quite profitable for him.

Campaigns & Events for 2007
I also spent a couple of days brainstorming and researching campaign ideas and conferences for the remainder of 2007. I left him with about a dozen innovative campaigns that would span online and offline activities. A few had viral components to them, and a few were more guerrilla style. We’ll see if he wants me to help him implement those campaigns in the coming months.

So in less than two weeks his marketing took shape, and he had a laser focus on his new direction and new ideas and campaigns that will last him through the year. He became more efficient in gaining new, more qualified customers and was able to handle more sales in his one man operation.

I can do the same for you. Just give me a call and we can discuss your projects at no charge.

Thanks,
Anthony Sanchez
Marketing Optimizor
303-862-8447

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Posted in Advertising, Branding, Events, Internet Marketing, Lead Generation, Marketing Strategy, Website Marketing, Writing & Ad Copy, collateral

Posted by: CEO Space | March 10, 2007

Marketing Optimizor or Marketing Optimizer?

As someone pointed out to me, Marketing Optimizor, with an “o” is not spelled correctly.

I knew this

I could make up a big elaborate explanation about how the O is a circle that represents the circle of continuous optimization and stuff like that. But in reality, the dot-com of the correctly spelled word was already taken. So as any good internet marketer, I adapted and leveraged…

Thanks,
Anthony
Marketing Optimizor
303-862-8447

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Posted in Branding

Posted by: CEO Space | March 1, 2007

Marketing Optimizor Professional Experience

Here is a brief version of my resume, just so you know what my work history has been focused on:

ANTHONY SANCHEZ
VICE PRESIDENT OF MARKETING
Innovative Marketing Methodology Leverages Technology for Extraordinary Results
Stanford-educated marketing professional with 19-year record of strong leadership and demonstrated results in high technology marketing. Entrepreneurially-minded visionary experienced in enterprise, mid-market and SMB segments, with B2B and B2C products. Expert at transforming product and sales-focused ventures into customer-focused, well-branded, and profitable companies. Exceptional “Out-Of-The-Box” thinking and laser focused on continual growth strategies.

• Strategic Marketing & Brand Development
• SEM, SEO, PPC, Internet Marketing
• Website Architecture, Design and Development
• Lead Generation & Subscription Programs
• Advertising Campaign Management
• Published Article & White Paper Author
• Public and Analyst Relations
• ROI, Metrics, Optimization Expert

Waterford Technologies, Irvine, CA (Email Archiving Software. $20MM) 2004 – 2006
VICE PRESIDENT OF MARKETING
Utilizing innovative marketing methodology, shaped corporate strategic direction and implemented go-to-market strategies for three distinct brands in entrepreneurial environment. Transformed product and sales-driven mindset into market and customer driven mindset. Led team in creating effective marketing programs such as brand advertising, lead generation, event management, PR, AR, website and creative development, that produced extraordinary results with minimal budget.
• Increased revenue significantly by increasing leads 500% in first year
• Expanded product line from two to eight offerings
• Launched five websites in first six months
• Published numerous ads and byline articles in various national trade publications such as Network Computing, IT Architect, Windows IT Pro, and National Law Review
• Wrote strong, action-oriented collateral and widely distributed white papers
• Optimized SEO and Pay-Per-Click campaigns from a senior management perspective

Rainbow Technologies, Irvine, CA (Security and Encryption Solutions. $150MM) 2002 – 2004
MARKETING DIRECTOR
Managed web development, creative design, PR, channel & events departments. Helped transition old-fashioned, product focused company into cutting edge, customer driven organization. Using innovative marketing methodology, developed effective strategies for market expansion, brand leadership, lead generation, customer retention, and community development that led to substantial results.
• Increased lead generation 300%, and reduced average cost per lead by 35%
• Increased community base over 1,000%
• Increased website visitors by 50%, greatly improved corporate image and SEO results through successful re-design
• Strategically expanded global market reach by translating main website and collateral into 9 languages
• Launched global Channel Partner Program
• Art directed, wrote and edited websites, collateral, white papers, presentations, mass emails as well as ads in major publications such as Network Computing, Secure Enterprise, and VAR Business

Abacus America, San Diego, CA (National ISP & Software Developer. $25MM) 2001 – 2002
VICE PRESIDENT OF MARKETING & BUSINESS DEVELOPMENT
Key executive team member leading marketing team on lead-generation campaigns, e-commerce website development, PR, product development and revenue-share partnership deals. Within entrepreneurial environment, created aggressive marketing plan to grow revenue from both consumer and enterprise product lines, using innovative marketing methodology.
• Increased corporate revenues over 35% in 6 months through effective optimization of print and SEO campaigns
• Reduced advertising costs by over 30% through negotiating extremely competitive rates
• Increased revenue growth by continually sourcing and testing new media campaigns
• Achieved 30 day ROI by greatly improving advertising efficiency on major campaigns
• Greatly improved customer satisfaction and quality ratings by implementing internal metrics and customer surveys
• Managed strategic relationships with partners such as Terra-Lycos, CNET and Kingston Technologies

CMP Media LLC, Irvine, CA (Publishing Company $150MM) 2000 – 2001
DIRECTOR OF MARKETING & INTERNET STRATEGY
Developed long term marketing strategy for online and print subscriber base for multiple properties using innovative marketing methodology. Implemented broad range of marketing activities including multi-million dollar national advertising and branding campaigns, internal sales promotions, tradeshow logistics, media sponsorships, primary marketing research and focus groups. Managed marketing staff, led remote technical developers, advertising agency and numerous vendor relationships.
• Increased page views by 50% and subscriber base over 100% on CRN and VARBusiness
• Improved brand image by authoring and art directing all internal and external collateral, press releases, print advertisements, online advertisements and event signage
• Conceived of and managed new revenue generating web based services from conception to roll out
• Led creative design, development and usability of the ChannelWeb websites.

Oracle Corporation, Redwood Shores, CA (Software Company. $10B) 1989 – 2000

SENIOR MARKETING PROGRAM MANAGER 1999 – 2000
Initiated and managed 1 to 1 customer relationship management program, while working with development team on Oracle CRM product. Evaluated most major CRM, Sales Force Automation and Content Management Systems on the market. Working with senior management, developed business case, project plans, and implemented multiple high-visibility marketing initiatives.

SENIOR MANAGER INTERNET MARKETING & DEVELOPMENT 1995 – 1999
Total marketing responsibility for Oracle’s Support Division, a $1 billion business unit. Acted as technology strategic planner, marketing communications designer, and manager of web applications development and user interface design. Responsible for creating brand goals, content messaging within all advertisements, collateral and websites for division’s services and products.
• Played instrumental role in success of industry-leading, technical support self-service website OracleMetaLink, one of the most cost-effective and active sites on the corporate domain
• Recipient “Special Virtual Team Award” for OracleMetaLink web redesign, “Excellence in Achievement Award” for tradeshow management and recipient of “1996 Vice President’s Award” for overall achievement and leadership
• Conceptualized and produced highly successful marketing intranet websites, CD-ROMs, webinars and collateral
• Initiated Oracle’s international Webmaster Task Force which drove global web marketing initiatives
• Effectively managed and worked with multiple contractors, design vendors and media agencies

[edited out other marketing and sales individual contributor roles back to 1989]

Of course there is so much more to me than what I can fit on this resume. for a more relevant background, please call me to discuss your marketing needs.

Thanks,

Anthony

Marketing Optimizor

303-862-8447

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Posted in Advertising, Branding, Internet Marketing, Lead Generation, Marketing Communications, Marketing Operations, Marketing Strategy, Public Relations, Sales, Start ups, collateral, marketing professional

Posted by: CEO Space | February 19, 2007

Marketing Services That I Specialize In

There are just some areas I have had more experience in than others, even after 20 years. If you have needs in the following areas, you should contact me and I can help you overcome problems with innovative solutions:

Advertising Campaign Management
• Integrated advertising campaigns - national print, online and events
• Direct Marketing List segmentation, testing, optimization
• Magazine ad development & placement
• Response analysis, campaign tracking, ROI
• Sales conversion optimization
• Online landing pages, forms generation
• Email messaging, structure and content for optimal response rates
• Measurements, surveys and reporting to analyze and optimize effectiveness of campaigns and message

Marketing Communications:
• Integration of correct positioning and messaging
• Writing, editing, final approval of collateral, press releases, ad copy, websites, newsletters, white papers, multimedia
• Art direction, communicating marketing needs to guide creative process
• Sales tool development, PowerPoint presentation templates, interactive CDs, training intranets
• Manage production of collateral design, graphics, packaging
• Manage production of trade show logistics, promotions, signage and staffing
• Manage production of press releases, manage agency relationship
• Manage PR agency
• Building good relationships with press, producers, reporters, radio personalities, bloggers
• Identifying and building good relationships with industry Analysts
• Delivering positive and powerful analyst reports
• Logo creation
• Product definition, naming

Internet Marketing
• Design and implement online marketing campaigns
• Design and implement plan website strategy and architecture
• Search engine optimization and keyword optimization
• Online campaigns, PPC campaigns
• Banner ad creation & ad inventory control
• Manage media sponsorships of newsletters, web casts, online conferences, events
• Email messaging, layout and optimization
• Manage staff who produce website logistics, graphics, search engine optimization, web reporting
• Barter, link agreements with other websites
• Online community development
• Customer acquisition strategy
• Alignment with sales strategy
• Online promotions, contests

Strategic Marketing:
• Annual and long term marketing planning
• Business planning and reviews
• Analyst Relations relationship and getting value from them
• Competitive awareness, analysis and assessments
• Positioning strengths
• Product branding guidelines, review and enforcement
• Building Business Development relationships
• Audience segmentation, demographic profiling
• Research surveys, focus groups
• Product management & requirements definition
• System, process, and infrastructure planning

Website Management
• Strategic web planning and network architecture
• E-Commerce management and optimization
• Content Management, personalization, retention tactics
• Usability, navigation analysis, look and feel design
• Landing pages, forms optimization, conversion rates
• Website traffic analysis using Google Analytics, Accrue, Web Trends

Marketing Operations
• Management of Marketing databases
• Definition and enforcement of lead qualification criteria
• Plan and oversee integration of Marketing Automation system with CRM system
• Lead generation infrastructure build out
• Campaign reporting system, Pipeline reporting
• Manage Channel Marketing program
• Vendor & Agency management
• Budget management, Partner co-op funding

Web Application Development
• Develop and manage user interactive applications
• Internet, intranet website application development
• News feed content syndication application
• Workflow, process management applications
• Advertising opportunity reporting functionality

People Management
• Recruiting, interviewing candidates
• Team building, collaboration, consensus-building
• Management of creative staff
• Delegation, empowerment
• Networking, relationship building
• Performance evaluations and feedback
• Conflict resolution

Of course I have great experience in many other business, entrepreneurial, and managerial areas. If you are interested in those areas also, please contact me.Thanks,
Anthony
Marketing Optimizor
303-862-8447

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Posted in Advertising, Branding, Community, Events, Infrastructure & Process, Internet Marketing, Lead Generation, Marketing Communications, Marketing Operations, Marketing Strategy, Public Relations, Sales, Start ups, Website Marketing, Writing & Ad Copy, collateral, marketing professional

Posted by: CEO Space | February 18, 2007

Marketing Optimizor Introduction

Hello Everyone,

Marketing Optimizor is the moniker I’ve adopted because it really best describes the methodology I use as a marketing consultant. I’ve learned a lot in the last 20 years about how to go about fine-tuning campaigns, processes, systems, and even teams in order to maximize results.

After many of my colleagues kept asking me how I was able to get such spectacular and consistent results from various campaigns, I found myself writing notes to myself. (maybe for an eventual book?) And my notes began forming what I call a “methodology”.

Simply put it is a step by step way that I use to strategize and plan how I will integrate with and achieve corporate goals given available resources in a given competitive environment, as well as many other factors.

If you’d like me to help your marketing in any way, please contact me as soon as possible.

Thanks,
Anthony
Marketing Optimizor
303-862-8447

No Comments yet...

Posted in Branding, Marketing Strategy

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