Transcript Marketing - Microsoft

7 steps to successful marketing
Go To Market Pty Ltd
David Paddon, Director
[email protected]
7 steps to
successful marketing
1.
2.
3.
4.
5.
6.
7.
Identify marketing needs that drive revenue objectives
Out-position competitors: differentiation AND value
Build customer relationships through marketing
Plan for marketing ROI
Determine the right program mix
Beat the devil in the data
Automate marketing - myth or reality
1 Identify marketing needs that drive revenue objectives
Retention
Acquisition
Where do I focus?
What will be the return?
Communication
Commitment + Discipline= Sales Pipeline Predictability
Business Development: A must-have core competency in difficult times
Decision Framework
Customers
Market Share
Organic Growth
New Customers
Retain
Expand
Cross- up sell
Grow
Greenfield
Innovate
Customers
Sales and
Service
led
Offer based
Programs
Targeted
messages
Customer
benefit
centric
Grow by 10%
Market Share
Revenue: $?
Win 2 new
customers
Sales Resource ?
Sales Resource ?
Retain
Expand
Cross/up sell
Revenue: $180k
Sales Resource ?
Grow
Greenfield
Evaluate new
markets
Innovate
Reference –
Marketing
Repeatable
solutions
Build
relationships
2 Out-position competitors: Differentiation AND Value
Market to the customer NEED
Products don’t have an inherent value
Only a customer’s need gives it value
Buyer needs and relative competitor performance Strategy Canvass
Competitor B
High
Competitor A
Med
Competitor C
Low
How to articulate it (…from Solution Selling)
Old…..
Today…..
companies who want
more value from IT
investment
small and midsized
organizations in the
manufacturing market
…to achieve…..
better utilization of
their IT infrastructure
up to 25% cost reduction
in operating cost
…through the ability of…….
business process
management
integrated accounting,
and inventory
management
We help…….
…as a result of…………
…for the investment…
superior service, great
support
high return on
investment
our industry track record
and rapid development
methodology
Of affordable, monthly
subscription based pricing
3 Build customer relationships through marketing
Who? - Interesting.. -
Let’s talk…
Relationship Building
Sales Engagement
1:1 solution selling
5-7 touch programs
and nurturing
Awareness – Trust – Association - Familiarity
4. Plan for marketing ROI
Marketing
Selling
Target
Market
300
Contacts
5-15% hit
BANT
30
20
Qualification
Sales
Ready
Lead
Marketing Execution Budget, Approx Budget $8K
12
Evaluation
6
Win revenue $90K
Win
3
What is a lead?
Latent
Opportunity
Budget
Authority
Need
Timeframe
Problem
Recognized
Exploring
Solutions
Evaluation
PRODUCT Selling
SOLUTION Selling
Selection
5. Determine the right program mix
Direct Mail
E-Mail
TeleMarketing
Webinar
Seminar
Social Media Tips
Monitor what’s being shared
About you
Find where your audience
hangs out
Promote your content and
other content
Produce content your audience
will love
6. Beat the devil in the data
Customer Data is your IP
How: Use Microsoft CIT
Smart Data: FirmographicX
7 Automate marketing - myth or reality
Imagine a Virtual Campaign Centre
•
•
•
•
Dedicated Marketing Account Manager
End to end execution of automated campaigns
Re- usage of existing material (eg Microsoft portal)
70% of all work automated and repeatable
EXPERIENCE + PEOPLE + SYSTEMS = SPEED + COVERAGE + ROI
Quarterly Lead Generation Program
Month 1
Month 2
Month 3
1
Direct Mail Introduction
W1
2
Telemarketing
W2/3/4
3
eDM - Education
W1
4
eDM – webinar Invitation
W2
5
Event/Webinar, auto
registration, acknowledge
W2
6
Sales follow-up
W3/4
Budget: $8K
Target list: 300
Generating 12 qualified leads
Resulting in 3 sales with a Revenue of $90K
Dragging service revenue, total $180K
ROI 24:1
Start on Monday…….!!!!!
Up-selling & Cross-selling to your
small and mid-size customers
Workshop
Thursday 4.00pm to 5.40pm
Room: Arena 1A
THANK YOU
Come and see us at the stand
Contact us: [email protected], 0414 997942