Transcript Marketing to Existing Clients

MARKETING IN IT
&
IT IN MARKETING
Agateyyub Jafarov
November 22, 2012
INTRODUCTION
My Background
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Bachelor education in Economics and IT
Internship in Germany
Microsoft Training in Seattle, US
Microsoft Certified Systems Engineer
Co-founder at Seabak
Company Background
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Founded in 2001
Seabak (Seattle – Baku, Caspian Sea)
Kent James and local partners
First client in 2002
Currently employing 15 staff members
Over 50 retainer maintenance contracts
People, Process, Technology
Outsourcing Idea
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Full responsibility
Standard solutions
Multiple specialization
Senior/junior mix team
Absence coverage
Multi-site presence
Our Clients
Our Partners
Re-Branding, 4 Lifecycle Services
• SEAWAY – Professional Solutions
• (Blue – Winter)
• SEABAG – Value-Added Reseller
Services (Green – Spring)
• SEANET – Internet and Networking
Services (Red – Summer)
• SEAMAN – IT support and Cloud
Services (Yellow – Autumn)
QUESTIONS?
Marketing Practice
Development Steps
• Broadcasting (lead generation)
• Courting (selling and proposing)
• Superpleasing (ensuring client delight with
current matter)
• Nurturing (marketing to existing clients)
• Listening (gathering market intelligence)
Marketing Strategy
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Target Market (International SMB)
Ideal Client
Vertical vs. Horizontal Market
Value Proposition
Geographic Place
Service Packaging
Sourcing your Marketing List
Pricing Strategy
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Cost, Competition, Mark-up
All-you-can-eat monthly Flat-fee
Price per user seat, device, or service
Price per Service Level Agreement
Tiered Pricing (Bronze, Silver, Gold)
Value-based Pricing
Annual Prepayment
Create a Compelling marketing
message
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Identify Pain Points
Create an emotional message
Add testimonials
Call to action
Broadcasting
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Marketing with white papers
Marketing with Case Study
Marketing with Newsletters
Win-Wires
Business Association Meetings
Importance of Winning New Clients
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Steady revenue growth
Freshness, Motivation, Dynamism
Clear tasks, Specific deadlines
Role of Sales Engineer
Ethical Hacking
Marketing to Existing Clients
• existing clients represent higher-probability
prospects (trust, discovering client concerns,
non-competitiveness)
• low cost
• more profitable than first-time with new
clients
• involve more juniors
• chance for new type of work
Listening to Clients
Why Listen to Clients?
• Improve competitiveness of current services
• Discover opportunities to develop new
services
Ways of Listening to Clients
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User Groups
Reverse Seminars
Attending client meetings
Senior onsite meetings
Project / Task debriefings
Regular Client Feedback
Market Research
PART 2: IT IN
MARKETING
Marketing Buzzwords
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Cloud Computing
Green Computing
4G
e-Services
CRM (Client Relationship
Management)
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Help Desk and Service Management
Sales, Marketing and Account Management
Finance Management
Project Management
Procurement and Inventory
Dashboards and Reporting
Client Portal
Integration
Professional Services Automation
(or CRM)
Opportunity Workflow
If it is NOT in Ticketing, then it did
NOT happen
Technical Opportunity Discovery
Internet Marketing
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Global Presence and Perception
Domain Name Selection
Online Directories
Call Center
Search Engine Optimization
Social Networking
Mobile Computing
Business Card format and scanner
Recommended Business Books
• E-Myth by Michael Garber
• Managing Professional Service Firm by David
Maister
• IT Sales & Marketing Book by MSP University
THANK YOU FOR YOUR ATTENTION!
Agateyyub A. Jafarov | Managing Director
Office Hours: Monday-Friday 9:00-18:00 GMT+04:00
Call Center: (+994 12) 497 1118 | Service Request: [email protected]
Seabak LLC | IT Management Service Provider
AGA Center, 13th floor, Baku, AZ1025, Azerbaijan
http://www.seabak.com