how clients think: from smb to enterprise
TRANSCRIPT
How Clients Think?From SMB to Enterprise
Robin LeonardCEO & Co-Founder, AFDigitalwww.allfamous.com@robin_allfamous
01 Introduction
02 Why does it matter?
03 Small to Mediums
04 Mid-Market
05 Enterprise
06 Summary
07 Q&A
Agenda
01 Introduction
02 Why does it matter?
03 Small to Mediums
04 Mid-Market
05 Enterprise
06 Summary
07 Q&A
Agenda
Introduction
Robin Leonard
CEO & Co-Founder of AFDigital
@robin_allfamous
● AFDigital is a Marketing Tech Services company founded 2011
● Operates across APAC with offices in Sydney, Singapore and
Philippines.
● Salesforce Marketing Cloud Partner
● Approx 60 full time employees.
Let’s go deep inside the thinking of our clients
Ken, Mens Barbershop Owner Kate, Marketing Director, ABC Loans Mike, Chief Digital Officer, XYZ Telecom
SMALL TO MEDIUM MID-MARKET ENTERPRISE
01 Introduction
02 Why does it matter?
03 Small to Mediums
04 Mid-Market
05 Enterprise
06 Summary
07 Q&A
Agenda
Challenges facing digital agencies
http://www.bandt.com.au/marketing/australian-digital-marketing-agencies-see-strong-growth-competition-ahead
Running a digital agency has a vast array of challenges.
While it seems like it’s the easiest business to start as it just requires time and skill.
It’s really not.
What are digital agencies planning to do next year?
http://www.bandt.com.au/marketing/australian-digital-marketing-agencies-see-strong-growth-competition-ahead
21% plan on changing their CMS/Digital Marketing system
20% planning on outsourcing more work
17% planning on acquiring another company
Why does it matter?
● Get to the NO faster
● Stop being opportunistic
● Stop wasting time selling the
wrong thing to the wrong client
● If you have lots of different types
of clients, your delivery process
will be difficult
01 Introduction
02 Why does it matter?
03 Small to Mediums
04 Mid-Market
05 Enterprise
06 Summary
07 Q&A
Agenda
Ken, Mens Barbershop Owner
I have built a unique brand that my customers love.
My business is busy, but I’d really like to get more bookings.
I’m happiest doing my core job - cutting hair.
SMB Definition
● Staff: 1-50● Revenue: $50k-$2m● Monthly Digital Marketing Budget: $500-$2k
Small to MediumClient Challenges
SMB growing fear is international competition
Source: 2016 Deloitte SMB survey (505x Australian SMBs with 5-95 employees)
Clients most worried about these
SMBs plan for more digital sales and new channels
Source: 2016 Deloitte SMB survey (505x Australian SMBs with 5-95 employees)
More than 50% plan more digital sales and/or new channels
Small to Medium Tools
Finding new customers is what SMBs want from tech
Source: 2016 Deloitte SMB survey (505x Australian SMBs with 5-95 employees)
What tech helps you find new customers?● Content● Advertising● Social● CRM● Marketing Automation
SMBs with CRM enjoy double revenue growth
Source: 2016 Deloitte SMB survey (505x Australian SMBs with 5-95 employees)
Duh..
SMB marketing automation = higher revenue growth
● Marketing automation has tangible ROI associated
● The sales process is relatively easy to automate now with tech
A capability = one automation e.g. Welcome Email
Top All-in-One Digital Marketing Tools for SMB
● Pick a platform that does 90% of what you need it to do
● Avoid creating services that use a lot of different tools or logins
● Create services around best practice use of the platform
Small to MediumWhat to offer?
Established companies are offering SMB services
We made a volume SMB play in 2012 in the Philippines
The problem is - all the Telcos and Domain Hosting Companies are providing this service already.
What do you get for $500/month
If I do all the work:
● What is my rate/hour ($30/hour)
● How many hours do I need to spend per client each month? (16/month)
● I can handle approximately 10 clients max ($5k/month)
If I have a team do all the work:
● Which skills are required to handle one client? E.g. Writer, Designer, Account
Manager (3x @$50k each = $12.5k/month)
● How many clients can one person handle? (Max 10)
● How many clients are required to break-even? (25)
Having skilled staff is a top issue for digital agencies. Staff are the biggest agency cost and are hard to find.
The skills and max clients varies based on package. To increase max clients per team, offer an automated technology solution.
What to offer SMB?
1. Wrap your Service around an “All-In-One” Tool e.g. Social + CRM + Marketing Automation software that is easy to setup and manage for the client.
2. Advertising is the fastest and easiest way to get direct ROI with minimal effort.
3. Get exact on the hours and tasks you will do for each client each month
4. Average Freelancer rates: monthly retainer contracts start from $251, and their project-based fees, from $5,000. Hourly rates range between $50 and $100.
5. AT ALL COSTS AVOID SMB unless you are a SOLO FREELANCER, have a SCALEABLE SOLUTION or have access to a LARGE DATABASE
How to win new SMB clients?
Who should I sell to?
Job Title: Owner, Founder, C-SuiteStaff: 1-99Budget: $500-$2,500
Example Companies:● Real Estate Broker● Plumber● Hair Salon● Small Accounting firm● Startup
Painpoints:● My online presence is stuck in the 90’s● Social media feels like time-wasting when I could be working
on my actual business● I have no idea where to start
Need:● I don’t want to have to do anything● I should be able to switch it on and check it occasionally, or
be notified when there is a problem and have somebody help me
● I have unrealistically high expectations
How to get new SMB Leads?1. Friends and family2. Facebook Lead Ads & Instagram Ads3. LinkedIn (don’t be a dick)
01 Introduction
02 Why does it matter?
03 SMB
04 Mid-Market
05 Enterprise
06 Summary
07 Q&A
Agenda
Kate, Marketing Director, ABC Business Loans
1. I have a ridiculously tiny budget
2. 80% of my experience with digital agencies has been painful
3. I need partners to make my job easy, and make me look good
4. I want tangible, quotable ROI
5. I know that our tech isn’t up to scratch... we need advice
6. Questioning whether we should do digital in-house
Mid-Market Definition
● Staff: 10-500● Revenue: $2m-$100m● Monthly Digital Marketing Budget: $3k-$20k
Mid-MarketClient Challenges
86% of CMOs surveyed believe they will own the end-to-end customer journey by 2020
“
Mid-Market Challenges / Fears
This is the big gap that an agency can fill
Who owns digital strategy?
https://blogs.oracle.com/marketingcloud/uncovering-cmo-insights-on-their-journey-to-digital-agility
Mid-Market Tools
Mid-Market Tools - Marketing Automation
Watch this space
Top 3
Mid-Market Tools - Marketing Automation
More serious Corporate Marketing Automation
Marketing Automation is difficult
Mid-Market Tools - Social
Mid-MarketWhat to offer?
What are other people offering?
SERVICE BASIC BUSINESS PROCustomer Success Manager Weekly Customer Success Call Weekly Customer Success Call Weekly Customer Success Call
Website Management• Monthly Website Audit (SEO/CRO)• Ongoing Page optimization• 20 Web Dev / Designer Hours
• Weekly Website Audit (SEO/CRO)• Ongoing Page optimization• 20 Web Dev / Designer Hours
• Weekly Website Audit (SEO/CRO)• Ongoing Page optimization• 20 Web Dev / Designer Hours
Social Page Management Facebook, Twitter, Google+ Facebook, Twitter, LinkedIn, Google+ Facebook, Twitter, LinkedIn, Google+, Instagram, Pinterest
Social Posts • 2-3 posts per day• 10 Tweets/day
• 2-3 posts per day• 20 Tweets/day
• 2-3 posts per day• 30 Tweets/day
Social Lead Generation 20 interactions/day 30 interactions/day 50 interactions/day
Blog Creation 1 Blog / week 3 Blogs / week 5 Blogs / week
Email Marketing 1 per month 2 per month 1 per week
Social Media Artworks 2 images per week • 5 images per week • 7 images per week
Reporting • Client Dashboard• Weekly/Monthly Web & Social Reports
• Client Dashboard• Weekly and Monthly Web/Social
Reports• Monthly social listening report
• Client Dashboard• Weekly/Monthly Web & Social Reports• Weekly social listening report
RECOMMENDED PRICE $4,500/mo $6,500/mo $8,500/mo
Paid Advertising (Recommended Additional Spend)
What do you get for $5,000/month
What is skills are needed to run your service?
● Account Manager
● Writer
● Multimedia Designer
● Advertising Specialist
● Email Specialist
● Social Specialist
How many hours do I get for $5,000?
● $5,000 divided by $50/hr = 100 hours
● 100 hrs divided by team of 6 = 2 days effort per person per month
How many clients can my team handle?
● A team of 6 staff could cost (6x @$50k each = $25k/month)
● How many clients can one team handle? (3-5)
● How many clients are required to break-even? (5)
These skills are in high demand and expensive
This breaks when people get sick or resign
New client onboarding and campaign support can be intensive, and distract staff from other clients
More clients = reduced quality
What to offer Mid-Market?
1. Wrap your Service around best of breed paid tools. See Hubspot, Marketo, Salesforce, Microsoft, Sprout Social. Seek Partner status.
2. Create digital marketing packages ranging between $2,000 - $10,000 per month. E.g. Beginner, Intermediate, Professional - as an alternative to an in-house team.
3. Don’t offer services you are not good at. If you are great with video content but terrible with websites, don’t offer websites. unless you have a trusted partner that can do this for you.
4. Create a robust onboarding process to set a clear plan so there is no confusion during execution.
5. Track project P&L carefully
How to win new Mid-Market clients?
Who should I sell to?
Job Title: C-Suite, Marketing DirectorStaff: 50-1,000Budget: $2,000-$20,000
Example Companies:● Business Loans Company● Fashion Retail Brand● Movie Cinema Chain● 24 Hour Gym
Painpoints:● Previous agency dramas● Need to choose/upgrade marketing tech● Under pressure to prove ROI● Questioning pros/cons of doing in-house
Need:● Pick the best agency for my budget● Migrate, upgrade or utilize our marketing tech● Be able to govern agency quality effectively● Tangible ROI
How to get new Mid-Market Leads?1. Referral from a Software Partner2. Identify a list of target companies3. Direct sell / hustle / find decision maker4. Facebook Custom/Look-a-Like Audiences5. LinkedIn (don’t be a dick)
Barriers● Need success stories / references● Need experience in same industry● Your own digital marketing is bad
01 Introduction
02 Why does it matter?
03 SMB
04 Mid-Market
05 Enterprise
06 Summary
07 Q&A
Agenda
Mike, Chief Digital Officer, XYZ Telecom
1. Rate of tech change is both exciting and challenging
2. Responsible for “Digital Transformation” for next 5 years
3. Migrating marketing budget into digital channels
4. The structure of the business needs to change and become more agile
5. I’m talking to IT companies (Accenture, Microsoft, Salesforce) about Marketing
Enterprise Definition
● Staff: 1,000+● Revenue:$100m+● Monthly Digital Marketing Budget: $300k+
EnterpriseClient Challenges
Technology disruption is changing customer behaviour at a blistering pace
4 – Smart CustomerCustomers use:• Personal data holds monetary value• Spend more time in VR than in real life• Personal robots and home automation• Omnipresent Sensors and Displays• Omnichannel Customer Service• Omnichannel 1:1 Personalization• Electronic currency (Bitcoin)• 3D print anything• Self-driving cars Customers are here now
2020
Tech
nolo
gy D
isru
ptio
nHigh
Low
1990 2000 2010
2 – Analog CustomerCustomers use:• Mobile• SMS• Web Search• Web Chat• Email
3 – Digital CustomerCustomers use:• Mobile email• Online purchasing• Mobile social networks• Web Search for Content• Mobile Chat
1 – Offline CustomerCustomers use:• Landline• TV• Radio• Print• Billboard• Retail• Events
Now
Enterprise Challenges / Fears
Enterprise Challenges
● Localizing marketing content
● ROI measurement across brand and country
● Handling multiple languages
● Enabling all regions to leverage tools
● Providing shared content assets to all markets
● Slow to decide/buy/upgrade Marketing Tech
● Everybody wants digital transformation
Enterprise Challenges / Fears
Increase Increase Increase
THE BIG BUDGET SHIFT
In a 2015 study performed on +$500m companies by Gartner in US, Canada and the UK, found that more money is being spent on Marketing Technology than Advertising.
Overall Marketing Budget Spend
● Labor 35%● Marketing Technology 33%● Advertising 31%
How is the Marketing Technology Budget Spent?
● Marketing and analytics software purchased as a service (24.4%)● Infrastructure (e.g., servers, storage, network) to run marketing
software (28%)● Cross-charges for IT (21.3%)
External services to develop, implement, and integrate marketing applications (25.2%)
● Other (1.1%)
Enterprise Tools
Top Strategic Marketing Programs
The death of traditional channels?
Enterprise Tech Acquisitions
The Marketing Tech War has just begun
Enterprises are looking for long term cross-cloud SaaS
Budget Sales Service Social Multi-Channel Automation Web Analytics Advertising eCommerce
3rd Party(App Exchange) Sales Cloud Service Cloud Social Studio
Salesforce Marketing
CloudCloud Pages Analytics Cloud
Social.comActive
AudiencesDemandware
Dynamics Marketing CRM Dynamics CRM Dynamics Social
EngagementDynamics Marketing Sharepoint Microsoft
Power BI LinkedIn? Microsoft Commerce
IBM Marketing Operations - - IBM Social
IBM Marketing Cloud
(Silverpop)- IBM Watson
Analytics -Websphere/
Sterling Commerce
- - - Adobe Social Adobe Campaign
Adobe Experience Manager
Adobe Analytics Adobe Media Optimizer
Adobe Experience Manager
Marketing Cloud Sales Cloud Service Cloud Social Cloud
Marketing Cloud
(Responsys)
Commerce Cloud Data Cloud
Marketing Cloud
(Responsys)ATG
3rd Party(Allocadia) - - Social Marketing
AutomationPersonalized
ContentMarketing Analytics Digital Ads Vista Equity
Partners
EnterpriseWhat to offer?
What is Digital Transformation?
How to measure and forecast maturity?
Leverage global learnings and unlock hidden capabilityBy measuring globally, understand strengths and weaknesses, gain shared learnings and increase the rate of global maturity.
NZ: 3.9AU: 3.5
PH: 2.8
MY: 3.9
VN: 2.7
CH: 3.0
INDO: 3.1
INDIA: 2.9
CHI: 2.5 ARG: 2.7
LDN: 3.8
FR: 3.7
NYC: 3.7
SF: 4.2
Global Maturity: 3.2
Set company wide goals for the next 3 yearsBy setting a baseline, it allows you to set a goal and vision for where your want your business to be in the future.
1. Deprioritized
• Leadership: No directive from upper
management; no roadmap or budget
• Staffing: Part-time staff or agency, no
ownership, no social media policy
• Playbooks: No social media playbooks
• Education: No social media training,
certification programs, or self-learning
• Listening: No social metrics/KPIs. No
audience, brand and competitor monitoring.
• Community: No community growth,
segmentation, acquisition, engagement
• Content: No content strategy, library, QA
process, agile content. No in-house content
operation.
• Advertising: No media agency, Facebook
native ads only, no remarketing. No clear path
to ROI.
• Tools: Staff use native social network
• Risk: Social not in BCP, no owner of social
risk, no security around access. No crisis
detection
3. Active
• Leadership: Slowly investmenting. Plan
exists with dedicated budget and space.
• Staffing: 2-3 dedicated staff. One team for
entire company. Social media policy training.
Clear job descriptions.
• Playbooks: Procedures and FAQs,
templates, quality guidelines, approvals.
• Education: Onboarding training and testing,
knowledgebase, external training and
certifications
• Listening: Tracking metrics, occasional
monitoring. Regular competitor and audience
reporting. Tickets can be raised in CRM from
social.
• Community: Lead generation campaigns. 2
hour response time and negative mention
engagement
• Content: Full content strategy by channel.
Design templates for re-use. Content
approval. Small in-house content team.
• Advertising: Programmatic advertising,
remarketing, boosting, basic ROI
• Tools: Low cost tools used.
• Risk: BCP considers social. Basic procedures
in place.
2. Organized
• Leadership: Evolving business case,
knee-jerk social activities, some budget
redeployed. Plans for Command Center
• Staffing: 1+ dedicated staff, social owned by
Marketing. Social media policy in place
• Playbooks: We have FAQs, content
templates, basic procedures documented
• Education: Informal or external training,
informal tests, 3rd party online learning
• Listening: Clear objectives, no metrics.
Occasionally listen to social. Basic CRM
integration
• Community: We are growing our community
and understand their demographics. We try
get fans to visit our website. We respond
within a day.
• Content: High level social brand strategy.
Shared drive for content. Spot check QA
after. Slow to create content
• Advertising: Agency manages. Basic
remarketing. No actual ROI.
• Tools: Mostly free tools used
• Risk: Basic crisis plans, crisis owned by
brand, some user access risk. 1 week crisis
detection.
ExtensiveLimited
Bus
ines
s Im
pact
High
Low
5. High Performing
• Leadership: 3+ yr roadmap. Dedicated
budget. Seamless command center. C-Level
fully active.
• Staffing: 10+ dedicated staff. Central
governance with multiple teams. Clear owner
per department. Career paths.
• Playbooks: Playbooks in place, regularly
updated and staff trained/certified.
• Education: In-house training, testing and
certification. Online assessments with
multi-level certifications.
• Listening: Metrics & KPIs tied to company
objectives. Constant monitoring and
automated triggers. Data integration.
• Community: Aggressively growing. Persona
targeting. 5 min response SLA and proactive
engagement.
• Content: Full content strategy by channel,
segment. Trending topic monitoring. 100%
social content approval. Full in-house content
team
• Advertising: Latest tech, CRM integrated,
customer journey integrated.
• Tools: Enterprise tools
4. Optimized
• Leadership: 2 year roadmap, dedicated
budget for small internal team and partners.
Basic command center.
• Staffing: 3-10 dedicated staff. Multiple teams.
One clear owner of social. Policy training &
certification. Career paths.
• Playbooks: Approved Playbooks for Service,
Content, Reporting and Sales.
• Education: Formal in-house training, widely
used knowledgebase. Online learning,
assessments and certifications.
• Listening: Metrics & KPIs set. Regular
monitoring of brand, competitor and audience.
Integration with BI.
• Community: Heavy paid advertising for
fan/lead acquisition. 30 min response time.
Proactively engage.
• Content: Full content strategy by channel and
segment. Content library. 100% social content
approval. Full in-house content team.
• Advertising: Excellent media agency using
programmatic platform. Remarketing. ROI
targets.
• Tools: Mid-price tools used.
• Risk: 2 hour monitoring. Publishing control. 2.9
CLIENTJan 2017
3.4CLIENT
Jan 2018
4.5CLIENT
Jan 2019
4.9CLIENT
Jan 2020
Pick the low hanging fruitAlign priorities across stakeholder groups with a clear prioritization framework
HighLow
Est
imat
ed B
usin
ess
Val
ueHigh
Low
Difficulty of Implementation(e.g. Time, investment etc)
BUILDING BLOCKS
LOW HANGING FRUIT DIFFERENTIATORS
BEARS
Business Case
2 Year Roadmap
Dedicated budget
Basic Command Center
Exec Social Media Training
Leadership
2-3 in-house dedicated staff
Social Media Owner
Social Media Policy
Job Descriptions
Staffing
Command Center
Playbooks
Engagement Playbook
Publishing Playbook
Listening PlaybookSelling Playbook
Crisis Playbook
Social Customer Service Playbook
Education
Onboarding Training & Testing
Knowledgebase
External Training & Assessment
3rd-Party Online Training
Listening
Social Metrics tied to Business Goals
Brand Listening
Competitor Listening Notifications
Regular Insights Listening
Integrate Social data with BI stack
Community
Grow database with latest advertising tech
Segmented content and campaigns
Optimized website for social visitor conversion
30 min response time (Social Customer Service)
Proactive social engagement
Content
Content Strategy per channel, per segment
Design Templates
Social Publishing Approval
Social content SLA 1-2 days
In-house Content Team
Advertising
Remarketing & Custom Audiences
Programmatic Advertising
Regular Boosting
ROI tied to advertising
Tools
Implement Social StudioOmni-channel CRM
Risk
Business Continuity Plan
Risk team owns social risk
Historical Crisis Analysis
Legend
Build a Strategic RoadmapBased on your agreed priorities, it is easy to lay out a strategic roadmap for the next few years.
Q12017
Q22017
Q32017
Q42017
Q12018
Q22018
Q32018
Q42018
2.0(Maturity)
3.0(Maturity)
4.0(Maturity)
Business Case
2 Year Roadmap
Exec Social Media Training
Social Media Policy
Publishing Playbook
Listening Playbook
Onboarding Training & Testing
External Training & Assessment
3rd-Party Online Training
Social Metrics tied to Business Goals
Content Strategy per channel, per segment
Design Templates
Remarketing & Custom AudiencesRegular Boosting
Implement Social Studio
Social Customer Service Playbook
30 min response time (Social Customer Service)
2-3 in-house dedicated staff
Social Media Owner
Basic Command Center
Selling Playbook
Crisis Playbook
Knowledgebase
Brand ListeningCompetitor Listening Notifications
Regular Insights Listening
Integrate Social data with BI stack
Grow database with latest advertising tech
Segmented content and campaigns
Optimized website for social visitor conversion
Proactive social engagement
Social Publishing Approval
Social content SLA 1-2 days
In-house Content Team
Programmatic Ads
ROI tied to advertising
Omni-channel CRM
Business Continuity Plan
Risk team owns social risk
Historical Crisis Analysis
Dedicated budget
Job Descriptions
Implement “Agile Digital Transformation” ThinkingTechnology is changing faster than businesses can keep up. The only solution is an “Agile” approach - which focuses on iterative change.
Transform(4-6 weeks)
Operate(3 months)
Strategic Roadmap
Sprint(1 week)
Maturity AssessmentStrategic Roadmap
Quarterly Business Review
Transformation ProjectsNew Channel SetupNew Data Source IntegrationNew 1:1 Customer JourneysNew Best Practice PlaybookNew Training Programs
Marketing OperationsTech SupportAgile MarketingContentAdvertisingReportingEngagementLearning
SprintsBlueprint RequirementsPrototype DashboardPoC IntegrationUser Story X
The Strategic Roadmap should be reviewed and re-prioritized every quarter.
A Transform project will be run by a small dedicated, multi-skilled “squad”. Each project will generally last 4-6 weeks and will typically be to implement a new feature, channel, platform or methodology iteration.
The Operate cycle is a business operation that gets reviewed every quarter and the output of transformation projects may get absorbed into the operation as BAU.
QBR
The Marketing Organization of the futureAgile Digital Transformation is not a project, it’s a mindset and an investment.
Marketing Consultant /
BAWriter Designer Quality
Analyst
Tech Consultant / Developer
Marketing Operations Manager
Analytics Manager
Marketing Manager
Training and QA Manager
Customer Operations
Digital Transformation Manager
Solution Architect
Technology Architect
Strategic Roadmap / QBR
Social Specialist
Scrum / Project Manager
Transformation Squad x N
Transform(4-6 weeks)
Operate(3 months)
Strategic Roadmap
Sprint(1 week)
QBR
Creative Director
Email Specialist Writer
Reporting AnalystTrainer Quality
Analyst
Customer Care Manager
Social Specialist
n Social Care Agents
Social Specialist
n Live Chat Agents
Social Specialist
n Email Agents
Social Specialist
n Voice Agents
Social Specialist
n Video/VR Agents
IT Support Manager
Multimedia Designer
Advertising Specialist
Social Support Agent
CRM Support Agent
Marketing Cloud
Support
Data Support Agent
What do you get for $20,000/month
Will you structure your pricing?
● Managed Services usually means fixed price, fixed scope. Agency responsible
for performance.
● Dedicated Staff means you provide skilled manpower and the client is
responsible for performance - or you have a dedicated Agile team.
How many hours do I get for $20,000?
● $20,000 divided by $200/hr = 100 hours
● 100 hrs divided by team of 6 = 2 days effort per person per month
How many clients can my team handle?
● A team of 6 staff could cost (6x @$50k each = $25k/month)
● How many clients can one team handle? (1-2)
● How many clients are required to break-even? (2.5)
Hourly rate needs to support overhead of large agency with 50+ staff
Enterprise clients are actually less demanding, but expect premium quality
What to offer Enterprise?
1. Wrap your Services around the Enterprise Marketing Tech they already use
2. Your strategic consulting and RFP game needs to be strong
3. Sell dedicated consultants over bundles/packages.
4. Clients expect the same delivery quality as Deloitte and Accenture
5. You need to be able to accredit directly, or sub-contract
How to win new Enterprise clients?
Who should I sell to?
Job Title: C-Suite, Marketing Director, CTOStaff: 1,000+Budget: $20,000++
Example Companies:● Telstra● ANZ Bank● Qantas● Fonterra
Painpoints:● Marketing Tech skills shortage● Under utilizing marketing tech licenses● Cannot increase headcount easily - dependent on
contractors/partners● Operationalizing marketing tech into BAU operations across
countries, business units and brands● Fragmented and overlapping agencies/partners in the
customer journey
Need:● A digital transformation vision● One partner, one platform, one solution (e.g. Accenture)● Consolidate agencies with shared marketing operations● Maximize license capability
How to get new Enterprise Leads?1. Referral from a software partner2. Identify a list of target companies3. Direct sell / hustle / find decision maker4. Events / Sponsorships5. Email / Inbound Marketing6. Facebook Custom/Look-a-Like Audiences7. LinkedIn (don’t be a dick)
Barriers● Success stories / references● Experience with same tech● Accreditation
01 Introduction
02 Why does it matter?
03 SMB
04 Mid-Market
05 Enterprise
06 Summary
07 Q&A
Agenda
Summary
Ken, Mens Barbershop OwnerRevenue: $50k-$2mBudget: $500-$2,000What to sell:
- Wrap service around automated tools
- Advertising is low effort- Minimal hours per month- Avoid unless Solo or Scaleable
Kate, Marketing Director, ABC LoansRevenue: $2m-$100mBudget: $3,000-$20,000What to sell:
- Wrap service around paid tools, become software partner
- Create packages- Focus on what you’re good at
Mike, Chief Digital Officer, XYZ TelecomRevenue: $100m+Budget: $200k+What to sell:
- Wrap service around enterprise tech, become software partner
- Bring a strong Enterprise consulting/transformation game
- Accredit or sub-contract
01 Introduction
02 Why does it matter?
03 SMB
04 Mid-Market
05 Enterprise
06 Summary
07 Q&A
Agenda
Q&A
Thank You...
Robin LeonardCEO & Co-Founder, AFDigitalwww.allfamous.com@robin_allfamous