Digital Marketing The Cloud buyer and Modern partner marketing Claudia Monteiro Michele Phung...
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Transcript of Digital Marketing The Cloud buyer and Modern partner marketing Claudia Monteiro Michele Phung...
Digital MarketingThe Cloud buyer and Modern partner marketing
Claudia MonteiroMichele PhungMicrosoft LNMIDC
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What will today give you:
Microsoft Partner Confidential
How to Get Started
Importance of Digital Marketing
LATAM Digital Marketing Situation
Importance of Digital Marketing
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Changing buying behaviors is making marketing a mission-critical function
Microsoft Partner Confidential
• “57% of B2B purchase evaluation is done without speaking to a human.” – McKinsey & Company
• “88% of business research is done online before purchasing offline.” – McKinsey & Company
“Marketing has become too important to be left just to the marketers.”
-Harvard Business Review
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The cloud buyer and market dynamics
Microsoft Partner Confidential
“In the past decade, what marketers do to engage customers has changed almost beyond recognition. With the possible exception of information technology, we can’t think of another discipline that has evolved so quickly.”
Harvard Business Review
• The customer journey is generally faster with cloud, so it’s important to streamline the process and get to quote fast
• There’s now a need for companies to build and nurture relationships with unknown buyers in varying stages of their journey
• Cloud messages around productivity, economics and pricing are resonating well
• Digital marketing is the bedrock of marketing efforts with content driven websites, SEO and social media at the core
• Use of specialist marketing agencies is key for many partners to bridge the marketing knowledge and manpower gap
LATAM Digital Marketing Situation
United Kingdom
Germany
United States
Japan
Western Europe: 4.99
CEE: 4.63
Middle East and Africa: 3.31
Latin America: 2.62ARG 2.84BOL 3.60BRA 2.64CHL 3.93COL 2.26CRI 2.34DOM 3.20ECU 3.33GTM 2.87HND 2.30JAM 4.40MEX 2.06PAN 2.42PER 2.00PER 3.10PRI 1.60PRY 2.90SLV 1.30TTO 3.80URY 2.76VEN 1.85
India: 4.48
India
France
WE HQ CEE HQ
MEA HQ HQ
United Kingdom: 4.31
Germany: 6.69
France: 4.13
United States
Canada: 4.32
Japan: 6.45
GCR
China
Hong KongTaiwan
Korea
Russia
Australia
Asia-Pacific: 3.37
How are Microsoft Partner performing on Digital?
*Research conducted with 1800 MR WW. Score ranges from 0 to 10Metrics: SEO, Pinpoint, O365 Syndication, Social Media, Web Responsive Design,
How to get started
Partners questions on Digital Marketing
1. How does it apply to my business?• Partners knowledge on Digital Marketing comes from B2C, not B2B/Channel.• Digital Marketing Industry experts and Marketing Agencies focus on B2C.
2. How do I make money?• How can Digital Marketing help me get more leads?• How does it relates to my Sales Funnel?
3. How do I get started?• Through Microsoft Packages and programs (Example: DigitalStride, Bing Ads, Social Port, PowerUP).• Leverage Channel Incentives/COOP/MDF that Microsoft makes available to partners (at least 20% on Digital
Marketing).
Digital Marketing Strategy and Planning
Web Site | Microsite | Landing Page
SEO (Search Engine Optimization)
SEM/PPC
Pinpoint Profile Optimized
Social Media
Office 365 Syndication Try/Buy
E-commerce Platform
Tele
Sales
Stage Activity Description
Web Site Host company site or landing page featuring Microsoft solutions
SEO Optimize web site to increase search discoverability
SEM/PPC Purchase search engine marketing/pay per click advertising
Pinpoint Optimize profile on Microsoft’s Partner Directory
Social Media
Leverage social channels to build community
Web Content Syndication
Add automatically updating content to your site and enable Try & Buy for Office 365
E-commerce
Sell online
Telesales Engage telesales team to follow up and close leads
AWARENESS
INFLUENCE
GENERATE LEADS & CROSS-SELL
CLOSE LEADS
Programs
Cloud Leads
www.digitalstride.com
Digital Marketing & Sales Funnel
www.digitalstride.com
Cloud customer target
Lower mid-market, upper SMB (cross industry)
Solutions
Years in the business
Dedicated marketers
Marketing spend as percentage revenue
Born in Cloud - Services, Business Consulting, Managed Services
Office 365 CRM Online Microsoft Azure
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Number of employees
20 1 12%
Modern Cloud Marketing Search engine optimization is way to
capture engaged prospects Websites, landing pages Leads move into CRM and customize
messages by customer Pinpoint – optimize like a web property Differentiator: Agility (experienced, but
small partner) Game of tenacity
Palmetto Technology Group
www.palmettotg.com
“Search engine optimization is way to capture engaged prospects”
- Reed Wilson, CEOMicrosoft Partner Confidential
Partner Success Story – Palmetto Technology GroupPTG sells cloud via SEO
www.digitalstride.com
Traffic Increase after Implementation
Organic Search
Direct Referral Social
Feb 1 - Feb 22, 2014
5,863 5,282 1,232 51
Jul 22 - Aug 21, 2014
7,130 6,743 2,156 103
% Increase 21.6% 27.7% 75.0% 102.0%
Microsoft Partner Confidential
Partner Success Story – Brasoftware
Results after DigitalStride implementation
www.digitalstride.com
“By implementing the search engine optimization techniques, and site improvements recommended through the DigitalStride program, we increased our site traffic by 66% and now customers are finding us rather than us having to find them.”
Giuliano TestoniOnline Marketing Strategy
Brasoftware
Pinpoint Marketplace
45%Of inquiries are from customers who are ready to buy
6.3M Visits to Pinpoint in FY14
1.2MCustomer referrals sent to partners this year
An open marketplace for Microsoft partners and developers to promote and sell Microsoft technology and Cloud solutions to customers, amplifying their pipeline of qualified leads.
www.point.microsoft.com www.pinpoint.microsoft.com
The New Pinpoint MarketplacePinpoint provides an open marketplace for Microsoft partners and developers to promote and sell Microsoft technology and Cloud solutions to customers, amplifying their pipeline of qualified leads.
• New version of Pinpoint on Sept 29th, 2014 with modern interface
• Higher quantity and quality of customer referrals
• Robust search and browse for customers to understand array of solutions and services offered.
• Coming soon: Partner performance measures become key factors in surfacing the right partner based on customer need
• Coming soon: Partners will be able to track customer referrals in a lead management system, supported by a new seller dashboard.
Understanding Pinpoint SearchKeywords, when entered by a customer during search, have the most weight, so ensure you are integrating the most accurate keywords to describe your business offerings as well as what words your customers use to search for your applications and services. When keywords are not entered, the next most important search factor is competencies, so ensure your profile is accurately updated to reflect your current competencies and partner program association.
Pinpoint Search is based on the following, in priority order• Keywords• Competencies• Response Rate: Coming Soon • Cloud Performance: NEW as of 9/29• Location• Ratings & Reviews• Profile Freshness: NEW as of 9/29
More at: http://aka.ms/PinpointResources
A free service for Microsoft partners that dynamically delivers fresh and valuable customer-facing content from Microsoft through partner websites
Microsoft Partner Confidential 16
Web Content Syndication
Gives credit to our partners for each transaction (as well as trials) initiated from their sites (partner of record)
Syndication of rich cloud content for Office 365 on the websites of our partners to drive awareness, demand and trial activity for our cloud products
https://readytogo.microsoft.com/es-la/paginas/syndicationfinder.aspx
Partner Marketing Center (PMC)• One stop for sales &
marketing tools, resources & services
• Customizable customer-facing digital marketing through web syndication
• Access to earned MPN logos to differentiate your business
• Events management for live seminars or online webcasts
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https://readytogo.microsoft.com/es-la/paginas/campaignfinder.aspx/
Commitment & Resourcing
Content
Infrastructure
Inbound Marketing Activities
Outbound Marketing Activities
• Marketing is an important business function
• Designated Marketing Lead (or Outsourced)
• Moderate rigor applied to execution• Annual marketing planning process• 1%+ of sales re-invested into
marketing
• Your Company’s Solution/Offering Content
• Product Information• Product Trial Links
• Website with Web Analytics• Email Marketing Provider• Social Channels: LinkedIn, Twitter,
Facebook, Word Press
• Search Engine Optimization / SEO• RTG Web Content Syndication with
Trial• Pinpoint Profile• Local Paid Listings• Bing/Google Geo Listing
• Email Marketing/Newsletter • Events• Community Engagement through
Social
• Thought Leadership Content (e.g. White Papers, Articles, Thoughtful Blog Posts)
• Marketing is a mission critical function• Marketing Team (or Outsourced)• Marketing execution & innovation is
integral part of company’s culture• Annual/quarterly marketing planning
process with monthly reviews• 10%+ of sales re-invested into
marketing• Marketing Automation Tool (e.g.
Dynamics or Marketo) Integrating Your Marketing Channels with CRM
• Paid Search / Search Engine Marketing
• Gated Content (Articles, White Papers, Slideshare)
• Paid Display & Retargeting• Industry Trade Shows / Conferences• Affiliate or Referral Marketing• Native Advertising • Mobile Advertising
• Vertical-specific Content• Case Studies / Customer Profiles• Offers & Incentives• Usage / Tips & Tricks Videos
• Marketing is a critical business function• Dedicated Full Time Marketing Lead (or
Outsourced)• Heavy/consistent rigor applied to
execution• Annual marketing planning process
with quarterly reviews• 5%+ of sales re-invested into
marketing• CRM System• Social Selling/Listening Tool (e.g.
rFactr or Sprinkler)• Campaign Mgmt. Tool (e.g. Demand
Base)• Responsive Web Design for Mobile• Rich Web Content (e.g. Video,
Infographics)• Campaign Landing Pages• Google Alerts/Twitter Alerts
• Recurring Webcast Series• Nurture Marketing• Social Selling• Ads: Online or Offline
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Detailed roadmapHow your marketing can progress over time
SophisticatedProgressiveFoundational