Transcript Proposed Solutions To Channel Online

Microsoft Dynamics CRM Partner
Internet Marketing: Strategic
Assessment
And Proposed Pilot
Presented by
Interactive Limited
David S. Foreman
dave@interactivelimited
888-800-0999
Prepared For Allison Dawson
Marketing Manager for Microsoft Dynamics
Executive Summary Of CRM Group
Online Marketing Plan
• Assembling a group of CRM Partners who are willing to
co-invest on a Microsoft Dynamics CRM pay per click
campaign
• Interactive Limited will host the page and will use Bing
and AdWords to drive traffic to an optimized landing
page
• The landing page will be split tested and the campaign
will be continuously improved using advanced landing
page optimization tools
• The project will be monitored by Microsoft Dynamics
Marketing managers
Today’s Challenge
• Partners Cannot Compete With the Major
Brands such as SalesForce.com
– Partners do not have the budgets to target high
volume keywords
– Most partners lack the experience to develop first
class landing pages
• Given their budgets, Dynamics partners end
up competing with one another (on Microsoft
Branded Search Terms)
Brand Keyword Dogfight
Enriches Google…
At the expense of our Partners while
confusing customers
Neither Microsoft’s Corporate Campaign nor The
Partners' Campaigns are at the Top of PPC Listings for
High Traffic Keywords
Broad CRM Keywords Require 15 Dollar Per Click Bids
Just to Show Up on The First Page of Google
Broad CRM Keywords (such as CRM) Have 75 Times
More Traffic Than Branded CRM Keywords (such as
Dynamics CRM):
Keys To Successful Online Marketing
• All effective online campaigns are built on two pillars to
achieve high conversion rates (leads):
– *Best Practices - requires experience and a sustained effort
– Feedback Loops - statistical significance of test data is
critical for learning and evolving
• Online marketing evolves quickly and requires constant
improvements
• A minimum of $5,000/month would be required to:
– Proper design and implement a first class landing page
– Get statistically significant volumes for split testing
– Adapt site according to test results
*Refer to conversion-rate-experts.com for more info.
Group Marketing Can Leverage
Partner Resources
• Group marketing can focus campaign manager
and Partner efforts on strategic planning rather
than working on many individual (and often,
competing) campaigns
• Group marketing will produce higher traffic levels
that will allow for more rapid and accurate testing
of landing pages
• Group marketing will create a wealth of feedback
about actual sales that result from specific
campaign improvements
Long Term Vision For
Group Online Marketing
• Pool financial resources of Partners to develop
centralized high volume Internet campaigns using
best practices and feedback loops
• Enable Partners to focus marketing on competing
brands rather than lead cannibalization
• Secure long term co-funding from Corporate so
campaign can use more sophisticated tools to
improve feedback and results
Cost Impact on Partners
• Proposed fees will be $800/partner per month –
Partners may increase monthly spend levels at
any time
• In some cases Partners may have monthly
budgets that can shifted to cover some or all of
this cost
• If goals are achieved, average cost per lead will be
$250 by within 60 days (lead costs should decline
dramatically as landing pages are tested and
improved)
What Can I Expect if I Participate?
• Secure group of at least 5 partners
• Work as a group to determine campaign direction and lead
routing
• Execution:
– Month 1 – all funding put toward development of two test
landing pages and set up of a pay-per-click campaign
– Month 2 – all funding dedicated to PPC advertising costs
– Ongoing:
• 80% PPC advertising costs
• 20% program management fees from Interactive Limited
• Monthly – Regular rhythm where Partners can have impact
on the campaigns, learn from the group marketing effort
and have full access to the campaign managers
Partner Gives and Gets
Gives
Gets
• *Min $800/month to cover page
set up, clicks costs and campaign
management fees
• Provide feedback about lead
quality, sales pipeline and wins
generated from the campaign
• Participate in monthly meetings
to provide suggestions to improve
campaign
•
*Campaign will be managed at a cost of
20% of ad spend by Interactive Limited.
•
•
•
•
•
Leads from a landing page that is tested and
optimized using industry best practices at an
anticipated cost of around $250/lead
The economies of scale needed to create and
test landing pages that use feedback tools,
split testing, lead capture forms, videos,
white papers etc.
Direct input into the landing page design, ad
copy, and offers provided on group calls
Complete transparency into how leads are
generated and distributed
Full access to analytics data
Access to best practices information and test
results that may help them improve other
web marketing campaigns they are currently
running
Appendix
Online Marketing Examples & Other
Work By Interactive Limited
Visit ERPSoftwareBlog.com to see a group blog created by Interactive Limited and Anya Ciecierski for Dynamics
GP Gold Partners. Launched in June of 2009 with 12 Partner/members, the site now has 24 members who
contribute posts. The site already ranks #8 on Google natural search results for “ERP Software” and is on
track to have 3000 visitors for the month of August 2009.
Interactive Limited has worked with over 35 Microsoft Dynamics Partners over the past 10 months. Projects
have included complete site designs, optimization and campaign development. References available upon
request.
For a sample CRM landing page created by Interactive Limited with annotations:
http://crm.interactivelimited.com/SampleLandingPageMSCRM.jpg
For examples of the basic process of Internet marketing optimization refer to this slide show from one of the
top experts in the field:
http://www.marketingexperiments.com/images/multifiles/articulate/webclinic-04-22-09/player.html
For an overview of landing page optimization tools from another top expert:
http://www.conversion-rate-experts.com/articles/101-google-website-optimizer-tips/
Presented by:
David S. Foreman
[email protected]
888-800-0999