Ted Hebert Demand Generation Professional
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Transcript of Ted Hebert Demand Generation Professional
© 2006 DemandGen Incorporated
Taking Marketing & Demand Generation to the Next Level
Ted Hebert – Marketing Consultant
P: 207-221-5109
Who is DemandGen?Who is DemandGen?
Corporate Revenue Improvement Specialists
Integrators of Corporate Strategy, Marketing Programs and Sales Process into One Outbound Revenue Capture Model
RESULTS = Speed to Revenue Through an Integrated Approach
What DemandGen BelievesWhat DemandGen Believes
Revenue Capture is a Company Responsibility, NOT Just The Sales Department’s
What Does DemandGen Offer?What Does DemandGen Offer?
Web 2.0 and Traditional Marketing Communications and Direct Marketing
•Lead Generation – SEO - Collateral – Web Sites – Email – Flash/Multimedia Presentations
Strong High Tech Vertical Experience in:
•Financial Services
•Telecommunications
•Health Care
•Retail
Strong Horizontal Capabilities in:
•Research/Branding
•Inside Sales/Telemarketing
•Campaign planning and management
•Events and promotions
•Media relations
History of SuccessHistory of Success
Ted Hebert:Ted Hebert: Marketing Communications ProfessionalMarketing Communications Professional
Professional Summary
Over a decade of professional high-tech start-up marketing communications experience with outstanding results and proficiency in demand / lead generation campaign creation and management.
Concentrated success in branding, direct and Web 2.0 marketing, public relations, event management, corporate identity / collateral development, Web site development, multimedia presentations, Search marketing and keyword optimization.
Most recent accomplishments include marketing and positioning of globalenterprise hardware and software companies, helping them to achieve 50%+ on-average growth rates year over year—and positively positioning them for M&A / IPO.
Extensive knowledge of enterprise technology and software concepts, competitive products, vertical industries and market positioning.
Knowledge Needed To Grow Company Revenue:
• Why / How Do Prospects Buy?
• Why / How Do Prospects Not Buy?
• How Do You Create Value Prospects Believe?
Knowledge Needed For Prospects To Buy:
• How Your Offering Increases Income
• How Your Offering Reduces Expenses
• How Your Offering Manages Business Risks or Consequences
• How Your Offering Makes the Buyer Feel Good
How is DemandGen Different?How is DemandGen Different?
Business Growth Success Model
History of Success History of Success
Cabletron: 1995 to 2000Cabletron: 1995 to 2000
$1.5 Billion Public Company$1.5 Billion Public Company
History of SuccessHistory of SuccessAprisma Management Technologies: 2000 to 2002Aprisma Management Technologies: 2000 to 2002Start-up Grown from $8 Million to $50 MillionStart-up Grown from $8 Million to $50 Million
Aprisma–ResultsAprisma–Results
Demand generation played a major contributing role in bringing the
software subsidiary from $10M to $65M in revenue in just 17 months –
with eventual acquisition by Concord Communications & CA.
Directed global CRM implementation (Applix), and process
development team delivering a successful, closed-loop lead
management process within 12 months.
Developed and implemented on-line presence / marketing campaigns
averaging 6% percent web registration success. Web marketing
campaigns increased site traffic 800 % within three months of
implementation.
How is Aprisma How is Aprisma Experience Applicable?Experience Applicable?
Repositioning Existing Company•New Branding •New Messaging •Clear differentiation•New sales tools, new lead generation
Refresh Aging Product Line•Better Alignment with emerging technologies – MPLS, Wireless•Stronger customer care and retention programs
Reinforce Strong Heritage •Customer Reference Programs, Advisory Council, Analyst Tours•Customer Case study placement in press•Engineers of Spectrum - visionaries (founded the management industry at a time when only HP OpenView existed)
Enter Emerging Global Markets•Leverage expertise of global PR agency for location-specific press•Coordinated global product launches – Americas, EMEA & ASIA-PAC•Filter key product and corporate messages through regional culture.
History of SuccessHistory of Success SMARTS: 2002 to 2004SMARTS: 2002 to 2004Start-up Grown from $8 Million to $50+ MillionStart-up Grown from $8 Million to $50+ Million
Smarts–ResultsSmarts–Results
Implemented demand generation and branding/awareness programs
that helped grow pipeline and revenue from $8M to $50M within 2 years
– led to acquisition by EMC.
Developed Named and Regional account demand generation
campaigns - cycled through outsourced inside sales group.
Demand Generation programs measured via SalesLogix to 30 %
of quarterly sales on average.
Developed and implemented on-line presence / marketing campaigns
averaging 4% percent web registration success. Electronic and viral
marketing campaigns increased site traffic almost 400 % within three
months of implementation.
How is Smarts How is Smarts Experience Applicable?Experience Applicable?
Suffered from Techno-Babble•Remove the technologists from the marketing equation •Simplify and target Solution-oriented messaging
“If a tree falls in the forest” syndrome•Aggressive, simultaneous and sustaining brand-building,lead generation and PR/AR campaigns
Communication Breakdown •Disbanded Silo Mentality – developed team orientedProduct marketing, Marketing & Sales
One Size Does Not fit All•Implemented Vertical Market concentration and and applicable messaging.
•Developed Partner programs and complimentarySolution penetration campaigns
History of SuccessHistory of SuccessEmpirix: 2004 to 2005Empirix: 2004 to 2005Branding and Demand Generation Programs that Increased RevenueBranding and Demand Generation Programs that Increased Revenuefrom $50M to $68 Million in One Yearfrom $50M to $68 Million in One Year
Empirix–ResultsEmpirix–Results
Re-branded the company and solutions, revamped lead
generation/SEO efforts (250+% increase) leading to a 30%
bookings increase - and improving yearly revenues from $50-to
$68 million.
Revitalized Pivotal implementation and Lead-to-Opportunity
campaign tracking and measurement.
Q2-2005 programs posted 9,000+ new business leads
with a 5% lead-to-opportunity conversion rate.
What Can DemandGen Do For Your Firm?What Can DemandGen Do For Your Firm?
Your Possible Pain PointsYour Possible Pain Points
Lackluster Sales Leads“I have a thousand leads and they’re all garbage!”
Brand Awareness“How do you expect me to sell if nobody knows us?”
Manage Marketing Costs“We can’t afford another marketing department headcount!”
Why Your Start-Up Needs DemandGenWhy Your Start-Up Needs DemandGen
Extensive Marketing Services • Not an agency looking for a fee
• Extensive branding, Web 2.0 lead generation, direct/indirect channel experience.
Approach • Integrated push-pull marketing/PR approach.
• Quality – not quantity.
Experience• 12+ years Aprisma, Smarts, Empirix, Voyence, Ecora - extensive hardware and software
marketing experience.
• Hands-on technology experience “understanding your product area.”
Results • History of positioning companies for success (growth, acquisition, IPO).
Strategic Counsel • Unique perspective on market directions and competitors.
• Strategic feedback to support ongoing marketing and sales initiatives.
Solutions For You to ConsiderSolutions For You to Consider
Targeted, Multi-touch Programs that Work
Hit the exact audience you want to sell to – no more guessing.
Messaging Audit and Brand Awareness
Key messaging, simultaneous Web 2.0 marketing methods and PR, customer stories and related lead generation programs create a market buzz – period.
Outsource MarCom Program Management
It doesn’t have to be “in-house.”
Effective marketing programs that are measured and repeatable pay for themselves quickly… again and again!
Let Experience and Proven Success Let Experience and Proven Success
Show You the Way…Show You the Way…
To discuss your specific pain points and possible solutions please contact me.
Ted HebertMobile: 207-252-2182Office: 207-221-5109Email: [email protected]
Thank You!
Let’s Get StartedLet’s Get Started
Thank YouThank You
Case StudyCase Study
Voyence, Inc.Voyence, Inc.
Case StudyCase Study
DiscoveryDiscovery
Voyence, Inc.
Automated Network Compliance Change and Configuration Management Software
Enterprise and Service Provider Markets
Start-up mode since 2001
Through the discovery process, we created an in-depth profile of the company, products, purpose, vision, objective, competition, target market, priorities, features, benefits, strengths, personality,look, feel, and attitude.
ResearchResearch
We thoroughly researched the competitors, interviewed Voyence customers, industry press, industry analysts and surveyed 100 prospects.
WorkWork
Updated Web Site
WorkWork
Updated Collateral and Promos
WorkWork
Deliverables Timeline
ResultsResults
Success within 6 Months
Database Growth• From 15,000 contacts to 85,000+ in 6 months
From 12 new sales contacts per week to 150+ on average
Press Hits tripled
Managing a Closed-Loop marcom/SEO contact-to-pipeline system in SalesForce.com and Eloqua CRM
Increased Promotional CTR from .15% to .51% (industry average is .32%)
Web Visitors increased from under 100 per day to almost 700 per day
Acquired by EMC in October, 2007
The next level for Your FirmThe next level for Your Firm
Business Strategy/Development•Discovery
•Market Research
Updated Messaging/Clear Differentiation•Corporate Identity
•Revitalize Corporate Brand– Tagline – Mission – Vision – Corporate Fact Sheet
•Web Site – Programs - SEO
•Collateral
Marketing Plan and Execution Timeline
Demand Generation/Revenue Creation
Measure and Revise