Transcript Aristotle - Microsoft

Demand Generation
It is simplicity that makes the uneducated more effective
than the educated when addressing popular audiences.
Aristotle
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Demand Generation
After this session, you should be
able to:
1. Identify and assess opportunities
for generating leads
2. Assess web options for cost
effectiveness and ROI
3. Leverage PR and word-of-mouth
to achieve ‘viral’ marketing
Objective:
When it all comes together and you
successfully strategize and execute
your approach to market, you will be
the provider of choice for your
defined market segments.
. . . and it will be a clear choice.
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When _____ is the Provider of Choice to
‘____’, what does that mean in regards to:
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Valued customer relationships
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Case studies
Media/PR
Product evaluation and testing
Steering assessment/trusted
adviser
PPC
– PPC first – learn from PPC to
create effective SEO
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SEO
– Use terms found to be effective
through PPC to drive SEO
strategy
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Blogs, wikis and community site
participation
– SaaS Camp
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Events attended
Public relations strategy
– Research
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Relationship with Microsoft
Newsletters
Email
Advertising
Traffic versus Conversion
Existing Situation
• $4,000 per month spend
• 10,000 new customer leads
• 2% conversion leads to 200 sales
Option 1
• Double spend to $8,000
• Double Traffic
• Conversions increase to 400
Option 2
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Keep spend constant
Conversion rate to 4%
Traffic remains constant
Conversions increase to 400
Case Study: Demand Generation
Expedia
Trip Advisor
PPC
SEO
PPC
SEO
Zurich
Hotels
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NA
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Marriott
Zurich
NA
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NA
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Hilton
Zurich
NA
NA
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2
NA
NA
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Geneva
Hotels
Pay Per Click
• Paid search based on select keywords
– Bid on desired keywords
– Searches that include keywords result in special placement of
brief text ad
– Pay only for clicks on your ad
• Most cost efficient form of advertising
– Pay only for results
– Revise/eliminate poor ads and keywords and test in ‘real time’
– Set budget limitations
Pay Per Click
• Focus on keywords
– High relevance is key
• Match them to all offering components, target markets, site content, meta tags
• Remember ‘so what’ factor, customer speak
– Track performance and change accordingly
• Focus on top 3-5 search engines
– Include engines local to your country/market
• Incorporate special landing pages
– For high relevance, high conversion, tracking
Search Optimization (SEO)
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Pre-qualified, ‘self’ qualified leads for free
Longer site visits
Ongoing high exposure
Build brand equity
Unique benefits of Web Search
Competitive advantage
 Customers are pre-qualified and
self-qualified as they are
searching for their specific needs.
 Very low cost, high volume; can
scale very quickly.
 Reach new markets and
uncover prospects you might
otherwise never find.
Search Optimization – Links
• Submit to directories that appeal to your market
• Provide valuable information
• Cross link your site to relevant sites
– Link partners
– Link services
6 Tips Before You Submit . . .
• Have your own domain name
• Site name must match domain name
• Check for bad links & JavaScript errors
• Display Contact info in plain view
• Have secure ordering/shopping cart
• Include links to company policy terms
Search Optimization
• Basic optimization recommendations
– “Title Tag” should include primary keyword(s)
– “Meta Description” tag should include most wanted keywords but
don’t overload
• Perhaps losing importance, but don’t neglect
– Content most important factor for SEO
• Page copy should be at least 200 words
• Include primary keyword(s) in beginning and closing paragraphs/sentences of
text
• Include primary keyword(s) in headings, hyperlinks and bulleted text
Public Relations
• Utilize online avenues for free/low cost press release
distribution
– U.S. examples: Business Wire, PR Web, PR Newswire
• Best coverage is newsworthy
– Based on audience needs, not your needs
– Tell a story, about something the news audience cares about
Unique benefits of Public Relations
 ‘Free’ (except for outside
agency fees if you use one)
 Considered unbiased and
therefore more trustworthy
Advertising
• Can be very expensive and better for generating
awareness than leads
• Best options:
– Online banner ads and paid search
– Print ads in niche publications for target markets – less costly,
more focused
– Include specific offer, call to action
Unique benefits of Advertising
 Can target your ad so that it is
seen/heard by the right audience
 You control the message
completely, say what you want.
Events
• Select shows of your target markets
• Take integrated, comprehensive approach
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Submit white papers, speaker queries
Use to announce/launch new service
Leverage advertising and PR options
Pre-show mailing
Post-show follow-up
Unique benefits of Events
 Face-to-face interaction with
prospective customers.
 Uncover opportunities for new
partners, distribution channels,
offerings and more.
 Position your company as
experts and active, visible
participants in a given market.
Promotions
• Tap into existing customer base for cross-selling/upselling
with promotional offers
• Use promotional items like pens with logos/URLs to build
awareness and buzz
• Work with existing partners and distribution channels to
offer joint promotions and ‘total solutions’ for market
Unique benefits of Promotions
 Create ‘buzz’ and interest.
 Find what compels prospects to
make buying decision and use to
reduce time to sale.
 Strengthen relationships with
partners and sales channels.
Viral Marketing
• Positive word of mouth
– Make customer satisfaction #1 priority always
– Give customers referral incentives
• High visibility
– Blogs, Papers, Presentations, Articles
– Make your company the ‘go to’ experts for on demand in your
segment
Marketing Communications
• Develop benefit-driven versus feature-driven key
messages
• Select vehicles that reach target markets
• Choose right vehicle for right time
– PR for leveraging newsworthy events
– Direct mail for specific offers to specific audiences
• Convey key messages consistently
– Across all vehicles, all the time
Additional Marketing Vehicles
• Public Relations
• Advertising
– Print
– Web banner and PPC
– Radio/TV
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Direct Mail
Websites
Blogs
Word of mouth
Brochures
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Promotional Items
Partnerships
Tradeshows and conferences
Speaking engagements
Articles
Causes and special interests
Customer invoices
Microsoft
– Case studies
– Events