Transcript How Marketing Aligns The Sales And Buying

Integrated Marketing
Services: IMS360 Group
New Buying Paradigm
of B2B customers are doing internet research before making a purchase!
How Marketing Aligns The Sales And Buying Processes
How does marketing
align the sales and
buying processes to
fix your sales woes?
Customer aware of business needs.
Sales target the wrong
Customers/Prospects
with the wrong message.
What are customers
thinking and what
resources they use?
Customers self-researching the solutions
before meeting with a sales rep.
RIGHT PLACE, RIGHT
TIME: Dictate the places
your customers can learn
more about your
solutions.
STAY RELEVANT: Prove
your company value
to prospects that are
still unsure why to buy.
1) Sales - Not enough
appointments.
2) Sales - Poor
qualification of
Customers/Suspects.
WIDER NET: Leverage
multiple channels of
communications so
Suspects find you.
Customers meet several VAR competitors
and want quotes and validation.
DEEPER & WIDER:
Position company’s entire
offering and keep your
organization top of mind.
1) Sales forecasts poorly
qualified prospects.
What challenges are
sales facing?
2) Neglects to truly
prove value to your
solution and company.
1) Customers make purchase
2) Pigeon-hole your capabilities
Sales struggles to
introduce
additional
solutions.
Bridging the Gap
The only way to close those gaps is by intelligent, integrated marketing
Dedicated Marketing Consultant
A Strategic Business Approach
Alignment of Sales & Mktg. = 31.6% Y/Y Growth!
• Metrics tracking & Lead Mgmt. Tool
• Campaign management & adjustment
• Sales Growth & ROI
• 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
5
Marketing Journey
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
Location:
Company Size:
Target
Needs:
Suspect
Buying Process
Sales Process
Customer Success Story
All suspects that
responded positively to the
Eastern US
message were driven to a
dedicated landing page.
2Awareness
Sales Reps, 5 Engineers
Eachwider
suspect
Qualifying
suspects, getting deeper and
inwas then
Where to research?
called upon by the
E-mail /keeping
Web Direct
Mail
existing accounts,
customers
up-to-date
customers’
sales
on
new offerings, more targeted marketing.
Consideration
representatives.
How to learn more?
Landing Page Call Campaign
Cloud
The IMS Consultant also
recommended putting
Preference
Cisco,
VMWare
together a local customer
Why Buy from You?
success story to include on
Case Study
media, and also had a
Based on their needs and technology focus areas, theirall
IMS360
formal document to use as
Loyalty
consultant developed
a strategy and helped execute that
strategy
sales
follow-up.
Customer
Why Stay?
Technology:
Manufacturers:
Prospect
alongside them…
Social Media
End Results:
10% Messaging Interest Rate
2 New Customers, and Increased Pipeline
Close to 100% Cisco Revenue Increase
Newsletter
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.
What It Would Cost You
Resources
Marketing Consultant
Sales Consultant
Social Media Assistant
Email
SellingMarketer
SEO
Ninja
Nurturing
Upselling
Automation
Platform
Growing
Lead
Notifications
Marketing
Email Campaigns
Marketing Templates
AdWords Campaigns
People
Cost / yr
$80,000
Process
$6,000
Tools
$20,000
Total
$106,000
Getting Started with IMS360 Group
Base packages and additional services
To get started…choose
a package: (One-Time
Setup fee of $495)
Getting Started with IMS360 Group
Base packages and additional services
Additional Marketing Services
Microsites:
Web Development:
SEO:
Creative Services:
Lead Qualification:
List Services:
Re-Marketing:
Up to 3 page Microsite with domain and hosting
Creation of Web Pages
Search engine optimization services
Custom Artwork and Copywriting
Follow-up on warm leads created by marketing activities
Purchase target lists and list management
Market to people online based on the pages they visited
Additional Sales Services
Special Reporting:
MDF Management:
Sales Consulting:
Weekly reports/Different Visual Reports w/ Graphs, etc.
Manage Manufacturer Co-op funding on your behalf
Live or virtual sales consulting for your sales team
Next Steps & Suggestions
RESOURCES
Getting Started with IMS360 Group
Base 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 Promotion
Package
Citrix Silver Offer Details
Silver
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
Activities
E-mail / Web
Print Ad
Direct Mail
Landing Page
Call Campaign
Video
Microsite
Event
Case Study
Social Media
Newsletter
Blogging
Getting Started with IMS360 Group
Base packages and additional services
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.
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 included
Platinum Package: $1999/mo
Choose up to 2 Activities* per
month
Gold Package: $999/mo
Silver Package: $499/mo
To get started…choose a package: (One-Time Setup fee of $495)
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.
Target
Suspect
Lead
Entrance
Prospect
Buying Process
Sales Process
The only way to close those gaps is by intelligent, integrated marketing
Awareness
Where to research?
E-mail / Web
•
•
•
•
•
Lead
Entrance
Direct Mail
Buyers
in full
control
Suspects
have
access to information 24/7
Consideration
Traditionally, marketing happens at the
Diagnosing
their own problems
Prospects
researching
throughout
How
tobeginning
learn more?
of the sales process
the sales cycle
and
Decides
the timingera
of VAR’s
Most transparent
ever engagement
Page
Call
Campaignthe Video
leads wouldLanding
be pushed
through
Know
the
solutions
and
pricing
Buyers
are
engaging
later
and more informed
sales funnel.
Widening
disconnect
of buying/selling
Less established
value,
commoditizingprocesses
the sale
Preference
Why Buy from You?
Lead
Entrance
Customer
Print Ad
Loyalty
Where are
the gaps Event
Microsite
between your sales
reps and the buyers?
Case Study
Why Stay?
Social Media
Newsletter
Blogging
Resources:

SEO Pricing:
https://docs.google.com/a/ims360group.
com/open?id=0BwwHYEwFMVFamtfaEZUWm9MZ0E
Integrated Sales and Marketing
• 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.
New Customer Journey:
http://www.structuredweb.com/sw/swchannel/CustomerCenter/docume
nts/9619/24633/New_Customer_Journey.pdf
Existing Customer (Nurture) Journey:
http://www.structuredweb.com/sw/swchannel/CustomerCenter/docume
nts/9619/24633/Existing_Customer_Journey_(Nurture).pdf