“Sell Yourself” Marketing Part 1Inese Kingsmill, MicrosoftDavid Paddon, Go To Market www.gotomarket.com.au
ICD predicts: Cloud related IT spend will grow from 3.9% I 2010 to 9.3 in 2014
Impact: “If you don’t maker decisions, the market will do it for you”
On-premise technology maturing with declining sales revenue and increasing margin pressure
New competition with vastly different value proposition and channel to market
New ways to stimulate customer spending and business opportunities
Cloud comes in shades of greyReality Check- Not everybody will move to the cloud tomorrow, there will always be hybrid systems
100% cloud (private/public)
Traditional 100% on-premise
ProductReseller
ServicesOwn IP
Large Eco-Systems:Microsoft
GoogleAmazon
IBM
Commoditization, increase in competition, consolidating players
Sales centric
Growing market
More sales transactionsSupport automationMarketing centric
Repeatable, profitable service offerings, IP
Sales and marketing centric
HYBRID
“Honey pot” of integration services
Bespoke Solutions in specific markets
Sales centric
Marketing in the new world is back to the future
Demand side - Customers change:
• Buyers will change• Buying process will change• Buyer needs will change• Buyers set new rules
Supply side - Business Pressures:
• Where do I make margin• Cost of sales is too high• What is my value
proposition• How do I compete
ASK:
Where is my value add?
Who is my target customer?
What is my competitive positioning?
How can I increase my margin?
What is my new sales model?
How will I use marketing to drive demand?
Customers
Segment by long-term contractual
/licensing agreements
Market Share
Acquire new customers of same profile as existing
customers
Up sell
Transition ad-hoc to contracted customers
Innovation
Business modelsNew customersNew offerings
Customers
Segment by long-term contractual
/licensing agreements
Market Share
Acquire new customers of same profile as existing
customers
Up sell
Transition ad-hoc to contracted customers
Innovation
Business modelsNew customersNew offerings
Retention Strategy
Acquisition Strategy
Customer Retention
Segment Existing Customers- Multi-year services & licensing- Up-sell customers with long-term agreements- Evaluate customers outside your core target
segment
Over-communicate as “trusted advisor”:- E-mail is now as important as phone- Educate about innovation, training, new offerings- Track interest through “digital fingerprint” (web, e-
mail responses, downloads etc)- Drive face-to-face engagement through seminars,
roundtables, breakfasts
Defend against competitors:- Customer Satisfaction is key- Long-term contracts- Increase/broaden contacts across organisation- “Lead” cloud discussion and integration challenges
Customer Acquisition
• Define a target market that is– Big enough– Leverages your current reference material– Similar to your current customer base– Well maintained in your CRM!
• Execute multi-touch phased campaigns – Plan for min. of 6-9 months– Maximise use of digital marketing– Content is king! – Reference selling – Telemarketing for lead identification– Trigger marketing
PHASE 1Warm-up
“Customer Care”
Send e-mail driving to landing page
asking for input for info gathering,
Incent with prize draw
PHASE 2Educate and
capture interest“Did you know…”
Send series of 3-5 e-mails
educational content, case
studies on ROI drive to landing page , download
and contact
PHASE 3Identify
Opportunities“Can we come and
see you…”
Telemarketing for appointment
settingFulfillment
through multi-media or web
(demo, info etc)
Nice to see you care
Hm, interesting,
this could me help to….
Right, time to have a look….
Touch 1 Awareness
Touch 2Capture interest
Touch 3Identify Opportunity
TACTIC Direct Mail – Postcard Web landing page, e-mail Telemarketing
VOLUME 1000 Assume 3% clicks from direct mail 10 days calling
OBJECTIVE
Introduction: “Who is..”Combine Microsoft brand withService centric value proposition,customer testimonials,
Capture interestDrive to web with Customer case study + educational content
Opportunity IdentificationCollection of renewal dataCollection of opt-in
CALL TO ACTION
Drive to web landing pageEvaluate offerContact via e-mail or phone
Download value contentSpecial offer details Contac info captureInterest registration
AppointmentsSales follow-upOpt-inScheduled call-backs
GTM DELIVERABLES
MessagingCopy WritingDesign
Copy WritingLanding page hosting set-up designAutomated e-mail response“Call me” optionReporting
Calling GuideLead ScoringTrainingTelemarketingReporting
MicrosoftDELIVERABLES
Postcard graphic designGlobal marketing assets
Corporate creative, images from postcard for re-use
PartnerDELIVERABLES
Copy review/sign-offCustomer testimonialsData Base
Copy review/sign-off Timely follow-upCRM/SFA maintenance
All you need is on the Microsoft portal – so, why don’t you use it?
Must have’s for outsourced marketing services - End-to-end delivery capability - Industry Expertise- Execution versus design competencies - Strong understanding of sales
process
Internal resources:
Management of marketing is still required!
External agencies are still required for specialist tasks (copy writing, digital marketing, telemarketing, creative etc)
Investment in marketing tools and skills (database, CRM, e-broadcasting tools, landing pages etc)
Deeper collaboration with sales
Outsourced services:
Access to experience and expertise
Broad pool of skills available depending on needs.
Measurable ROI, “service” culture
Access to marketing tools for execution
Scale and reduce as the business evolves
Conclusions
• Start making decisions• Customer retention is a must!• Customer acquisition will become harder over time• Evaluate containment of marketing cost• Leverage vast Microsoft assets• Find a definite way to execute
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