Integrated Marketing Services: IMS360 Group

85%New Buying Paradigm

of B2B customers are doing internet research before making a purchase!

What are customers thinking and what resources they use?

What challenges are sales facing?

Customer aware of business needs.

Sales target the wrongCustomers/Prospectswith the wrong message. Customers self-researching the solutions

before meeting with a sales rep.

1) Sales - Not enough appointments.

2) Sales - Poor qualification of Customers/Suspects. Customers meet several VAR competitors

and want quotes and validation.

1) Sales forecasts poorly qualified prospects.

2) Neglects to truly prove value to your solution and company.

How does marketingalign the sales and buying processes tofix your sales woes?

WIDER NET: Leverage multiple channels of communications so Suspects find you.

RIGHT PLACE, RIGHT TIME: Dictate the places your customers can learn more about your solutions.

STAY RELEVANT: Prove your company valueto prospects that arestill unsure why to buy.

DEEPER & WIDER: Position company’s entire offering and keep your organization top of mind.

How Marketing Aligns The Sales And Buying Processes

1) Customers make purchase2) Pigeon-hole your capabilities

Sales struggles tointroduce additionalsolutions.

Bridging the GapThe only way to close those gaps is by intelligent, integrated marketing

• Metrics tracking & Lead Mgmt. Tool• Campaign management & adjustment • Sales Growth & ROI

5

• Establish budget allocation • Activity milestone management• Platform message/Ldg. Pages set-up

• Integrated Campaign recommend.• Finalize marketing activities• Timelines & accountability

• Opportunity analysis• Technologies, Verticals, and Segment• Business goals & objectives

Alignment of Sales & Mktg. = 31.6% Y/Y Growth!

Execute

Plan & Manage

Bus. Alignment

Optimize

Dedicated Marketing ConsultantA Strategic Business Approach

Marketing Journey

Buy

ing

Pro

cess Awareness

Where to research?

ConsiderationHow to learn more?

PreferenceWhy Buy from You?

LoyaltyWhy Stay?

E-mail / Web Direct Mail

Landing Page Call Campaign

Case Study

Social Media Newsletter

Customer Success Story

Sal

es P

roce

ss

Target

Suspect

Prospect

Customer

Using IMS messaging, a multi-touch Email, Banner, and Direct Mail was created to generate interest around their Cloud offering to a group of targets

All suspects that responded positively to the message were driven to a dedicated landing page. Each suspect was then called upon by the customers’ sales representatives.

The IMS Consultant also recommended putting together a local customer success story to include on all media, and also had a formal document to use as sales follow-up.

To stay relevant and to allow existing customers to hear about what else they do, IMS360 helped them plan and execute a social media strategy as well as a newsletter.

End Results:10% Messaging Interest Rate2 New Customers, and Increased PipelineClose to 100% Cisco Revenue Increase

Location: Eastern USCompany Size: 2 Sales Reps, 5 EngineersNeeds: Qualifying suspects, getting deeper and wider in existing accounts, keeping customers up-to-date on new offerings, more targeted marketing.

Technology: CloudManufacturers: Cisco, VMWare

Based on their needs and technology focus areas, their IMS360 consultant developed a strategy and helped execute that strategy alongside them…

What It Would Cost You

People

Process

Tools

$80,000

$6,000

$20,000

$106,000Total

Resources Cost / yrMarketing ConsultantSales ConsultantSocial Media AssistantEmail MarketerSEO NinjaSellingNurturingUpsellingGrowingMarketingAutomation PlatformLead NotificationsEmail CampaignsMarketing TemplatesAdWords Campaigns

Getting Started with IMS360 GroupBase packages and additional services

To get started…choose a package: (One-Time Setup fee of $495)

Next Steps & Suggestions

Getting Started with IMS360 GroupBase packages and additional services

Additional Marketing ServicesMicrosites: Up to 3 page Microsite with domain and hosting

Web Development: Creation of Web Pages

SEO: Search engine optimization services

Creative Services: Custom Artwork and Copywriting

Lead Qualification: Follow-up on warm leads created by marketing activities

List Services: Purchase target lists and list management

Re-Marketing: Market to people online based on the pages they visited

Additional Sales Services

Special Reporting: Weekly reports/Different Visual Reports w/ Graphs, etc.

MDF Management: Manage Manufacturer Co-op funding on your behalf

Sales Consulting: Live or virtual sales consulting for your sales team

RESOURCES

Getting Started with IMS360 GroupBase packages and additional services

Next… Define your most profitable business focus and target markets:By leading with your value proposition and not your manufacturers, your consultant will work with you to determine the most profitable solutions and target markets to focus on.

 Finally…Choose your activities and messaging:

Once you select your package and targets, you and your IMS360 marketing consultant will determine the appropriate activities and messaging to create your integrated marketing plan. From a messaging standpoint, you can choose to use our targeted messaging and campaigns around Managed Services, Cloud, Security, Data Center, Networking, or Mobility/Wireless. Alternatively, you can use your own messaging, or a hybrid of both. As you execute your plan, we’ll work with you to ensure sales and marketing alignment.

 What is an Activity?

An activity is a marketing tactic that is executed as part of your integrated campaign. Our activities include Email, Direct Mail, Banner Ads, Print Ads, Landing Pages, Event Management, Lead Nurturing, Search Engine Marketing, and Social Media.

Citrix Silver PromotionPackage Citrix Silver Offer DetailsSilver 3mos + Setup fee; receive $300 in media spend

Gold 3mos + Setup fee; utilize setup fee for media spend, if renewed beyond 3mos receive another $500 in media spend

Platinum 3mos + Waive Setup fee; $1K in media spend

Notes:

• Citrix is subsidizing these IMS360 programs

• Funding will come through IMS360 so that Citrix MDF/Co-op billing is avoided

• Promotion only available while there are funding dollars available

*Details finalized by Robert Keller at 9/19/12

E-mail / Web Print Ad Direct Mail

Landing Page Call Campaign Video

Case StudyMicrosite Event

Social Media Newsletter Blogging

Activities

Getting Started with IMS360 GroupBase packages and additional services

Silv

er P

acka

ge: $

499/

mo Choose up to 2 Activities* per

month

The Silver Package also includes:

Planning & execution services: Marketing mix and campaign planning based on initial consultation with IMS360 Consultant as well as branding and personalization of marketing assets based on IMS360 best practices

Lead Mangement & Reporting: As the marketing activities create responses, forms, and phone calls, IMS360 will help you manage the leads in our platform.

Campaign optimization:As the monthly activities end, your consultant will provide reccomendations to optimize the next activity set based on metrics.

Gol

d Pa

ckag

e: $

999/

mo Choose up to 4 Activities* per

month

Includes everything in the Silver Package plus:

Target Market Analysis:Your IMS360 Consultant will walk through your target markets and verticals and talk with you about the current business you do, as well as the markets' potential. A report that will show your findings will be provided for you to take back to your teams.

Enhanced Activity Choices:The gold package gives you the ability to choose Search Engine Marketing and Social Media activities as part of your marketing mix.

*Media spend not includedPl

atin

um P

acka

ge: $

1999

/mo Choose up to 6 Activities* per

month

Includes everything in the Gold Package plus:

Vendor Marketing Coordination:Our experienced consultants understand that you many not only be marketing with us. As a platinum customer, we will coordinate with your existing marketing vendors to ensure effective execution and consistent messaging.

Enhanced Activity Choices:Platinum customers can choose SEO as a part of their activities. Also, customized lead nurturing campaigns for customers who aren't ready to buy just yet.

To get started…choose a package: (One-Time Setup fee of $495)

Buy

ing

Pro

cess

Sal

es P

roce

ss

AwarenessWhere to research?

ConsiderationHow to learn more?

PreferenceWhy Buy from You?

LoyaltyWhy Stay?

Target

Suspect

Prospect

Customer

E-mail / Web Print Ad Direct Mail

Landing Page Call Campaign Video

Case StudyMicrosite Event

Social Media Newsletter Blogging

Traditional

Marketing

Leads

LeadEntrance

LeadEntrance

LeadEntrance

GAP

GAP

GAP

The only way to close those gaps is by intelligent, integrated marketing

• Buyers in full control• Diagnosing their own problems• Decides the timing of VAR’s engagement• Know the solutions and pricing• Widening disconnect of buying/selling processes

• Suspects have access to information 24/7• Prospects researching throughout the sales cycle• Most transparent era ever• Buyers are engaging later and more informed• Less established value, commoditizing the sale

Traditionally, marketing happens at the beginning of the sales process and leads would be pushed through the sales funnel.

Where are the gaps between your sales reps and the buyers?

Resources: SEO Pricing:

https://docs.google.com/a/ims360group.com/open?id=0B-wwHYEwFMVFamtfaEZUWm9MZ0E

• The People: who have expertise develop a plan and strategy to align the sales and marketing efforts of your organization.

• The Process: of putting together a cohesive marketing and sales plan, and executing under one umbrella.

• The Tools: A single platform to market to customers and prospects when, where, and how they want to be touched.

Integrated Sales and Marketing

New Customer Journey:http://www.structuredweb.com/sw/swchannel/CustomerCenter/documents/9619/24633/New_Customer_Journey.pdf  Existing Customer (Nurture) Journey:http://www.structuredweb.com/sw/swchannel/CustomerCenter/documents/9619/24633/Existing_Customer_Journey_(Nurture).pdf  

Marketing Journey