Capture “Power” Breakfast Customer Intelligence Integrated Into Digital Marketing & Customer Communication

APMP Capture Power Breakfast Customer Intelligence Integrated Into Digital Marketing & Customer Communication Presented by Robert Johnson, Capture Executive Innovative Emergency Management (IEM) 20 September 2016

Customer Intelligence Integrated Into Digital Marketing and Customer Communication Key Themes  Marketing  Marketing Research  High-Performance Web Site  Culture  Takeaways

Customer Intelligence Integrated Into Digital Marketing and Customer Communication Marketing  Purpose Defined  Brand Management: Who Are You  Thought Leadership: for the Customer’s Benefit  High-performance Web site: ‘Walking the Talk’  SME Engagement: In-person, Digital Media Content Establishes Credibility, Trustworthiness!

Customer Intelligence Integrated Into Digital Marketing and Customer Communication Market Research  External Domains That Affect Company’s Success - for a Specific Program: Customers: Current & New Competitors: Profiling/Customer-Program Specific Landscaping Technology: Trajectories, Innovation, Disruptive, Low Risk Government as a Regulator Sustainability Ethics Suppliers Small Business Partners = Advantage - Yes/No?  Tactics SWOT Analysis: Corporate, Division, Account & Technology Aspects Environmental Scanning Scenario Development

Customer Intelligence Integrated Into Digital Marketing and Customer Communication High-Performance Web Site  Traditional BD Approach  Digital BD Approach  Demonstrates Thought Leadership Does Your Company Do What You Say it Does? Is Evidence of Thought Leadership Visible & Clear? (Web Site Must Substantiate Proposal)

Customer Intelligence Integrated Into Digital Marketing and Customer Communication Culture  Roles: Job-based vs Team-based  Transition: Bidding Culture to Winning Culture Entire Organization Must Fire on All Cylinders !

Customer Intelligence Integrated Into Digital Marketing and Customer Communication Takeaways  Marketing Activities & Tactics Must be Key Part of the Capture Plan… long in advance as possible  Your Web Site Must Present Evidence- based Proof Points of claims…. that’ll be part of your proposal –Competitors Won’t Know it!

Customer Intelligence Integrated Into Digital Marketing and Customer Communication Questions Answered in Table Sessions Thank You! For further information contact: Robert B. Johnson, Capture Executive 2711 Jefferson Davis Hwy., Suite 750, Arlington, VA Ofc: C: s: