Use the Force – Marketing Part 21st September 2010

Clayton Moulynox

You don’t need

Tools

Inspiration

Systems

Capability

+ +

+

+

= Success

+

Resources

Infrastructure

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• Partner Profitability Modellerhttps://roianalyst.alinean.com/microsoft/business_partner/launch.html

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• Partner Learning Centrehttps://training.partner.microsoft.com/

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• Microsoft Pinpointwww.microsoftpinpoint.com.au

• Partner Marketing Centrehttps://www.partnermarketingcenter.com/en-au/

Get Listed on Pinpoint

9

1. AUTHORITY 2. CONNECTIVITY 3. CUSTOMER CAMPIAGN

CONNECTION

4. CREDIBILITY 5. INTERACTIVITY

www.microsoftpinpoint.com.au

WIN! Sign up, add a listing, or edit a listing during APC to go in the draw to WIN one of two Xbox 360s 250 GB

Visit the Pinpoint Workshop to enter

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• Microsoft Pinpointwww.microsoftpinpoint.com.au

• Partner Marketing Centrehttps://www.partnermarketingcenter.com/en-au/

Lead Generation

………..out of the box

Running a customer acquisition campaign

- Get to market fast with repurposed Microsoft assets- Plan for sales objectives and multiple customer interactions- Make execution easy with minimum preparation time

Step 1 – The WHY Plan for outcomes, how will you get ROI?

Step 2 – The WHO Target Market and Joys of Customer Data

Step 3 – The WHAT Value Proposition, Call to Action, “Content is King”

Size of DB Interest Qualified Sales Sales Revenue

Conversion Rate example

10% hitrate? 6:1 3:1 1

Sales funnel example

300 30 15 5

Your ratios

Data Sources Determine your data sources. Use only reputable data brokers. You can’t buy e-mail addresses. Test the data quality first before spending money.

E-mail availability Determine how many e-mail addresses you have. Ensure you reach relevant job titles

Need for Direct Mail

If you don’t have e-mail addresses, low cost direct mail is an option , ensure you integrate it with other tactics

Data Quality If you have old bad quality data evaluate external data cleansing for updated address/phone details

How big does your data base need to be to make your ratios work?

How will you source data?

What is the data profile you want (industry, size, geo)?

How will you get data “marketing ready”?

Value Proposition What are the reasons “why” the customer should listen to you (outside product feature, function, benefit”

Call to Action What do you want them to do? Examples are: go to landing page and download white paper, set appointment, attend a webcast….. How will this be of value to them?

Content is king Review if you have the marketing content: eDM/DM copy, web copy, white paper, case study etc. How does it fit with your other company communications material?

Touch 1Introduction

Touch 2Capture Interest

Touch 3Identify Opportunity

TACTICDirect Mail – PostcardeDM

Web landing page Telemarketing with eDM

VOLUME300 Postcards500 eDMs

Assuming 4% response

Plan for 5% A-leads, 10% B-leads and long term nurture

TIMELINE Day 1 Ready and tested prior to e-mail

Within 48 hrs of sending touch 1

CALL TO ACTION

Contact us(Phone,e-mail)Drive to webOffer

Monitor clicks/opens, web site visitContact capture formEasy first step for offer

AppointmentPhone callTrial

CUSTOMISABLEMICROSOFT ASSETS

eDM Postcard

Webpage copyWeb banners

Telemarketing Guide

YOUR VALUE ADD

Customise copywith YOUR valuePoint links foryour websiteAdd yourbranding/logoAdd your content

Your value add toMicrosoftproducts Case StudyWhitepaper/Article

Prioritise phone-calls Clear sales lead definition and call outcomesGet opt-insGather informationCapture next action

https://www.partnermarketingcenter.com/enau/CampaignFinder/CampaignPage.aspx?MarketingCampaignID=127

Example of a 3-touch program

Touch 1Introduction

Touch 2Capture Interest

Touch 3Identify Opportunity

TACTIC

VOLUME

TIMELINE

CALL TO ACTION

CUSTOMISABLEMICROSOFT ASSETS

YOUR VALUE ADD

https://www.partnermarketingcenter.com/enau/CampaignFinder/CampaignPage.aspx?MarketingCampaignID=127

MY 3-touch program

Find out how YOUR NAMEcan help you raise efficiency and productivity. <Insertpartner offer details ifapplicable> Contact us atwww.partnerurl.com, +61(02) 9900-0800, oremail@website.com.

Improve Employee Productivity and Communications for Less.Lower operational costs, give your employees access to e-mail,calendars, and tasks from virtually anywhere and on any device,and get advanced security and reliability capabilities withMicrosoft® Exchange Server 2007. Add Microsoft SoftwareAssurance maintenance benefits for greater savings, valuableservices, and rights to new versions. Use Exchange Server 2007 to: ●Reduce IT costs—Lower costs and complexity whileincreasing operational efficiency with a flexible and reliablemessaging system.●Increase productivity—Improve communication by makingpersonal and customer information easier to access andshare from multiple devices and platforms, in the office oron the go.●Decrease risks—Help keep your data and network highlysecure and reliable with built-in anti-spam and antivirusprotection, compliance features, and high availability. For product details, demos, trial software, purchasinginformation, and more, visit Microsoft Enchange Server 2007. Tolearn more about how Software Assurance can help you get themost value from your software investment, visit MicrosoftSoftware Assurance.

Visit www.partnerurl.com to learn moreVisit www.Microsoft.com for product details

Customise:

Add your logoAdd your offerDo you need a different image?

Notes

For customer retention:Can you make a “loyalty offer”?

For customer acquisitionHow would you introduce your company?

Do you have-dedicated response e-mail address -inbound phone number

Touch 1 e-mail

Touch 1 DM –Postcard or business letter

Same “look and feel” as eDM and web landing page

Less is more! Good low cost direct mail option

Improve Employee Productivity and Communications for Less.

•Reduce IT costs—Lower•Increase Productivity•Decrease Risk

Find out how YOUR NAME can help you raise efficiency and productivity. <Insert >partner offer details ifapplicable>

Contact us at www.partnerurl.com, +61(02) 9900-0800, or email@website.com

For customer retention:Can you make a “loyalty offer”?

For customer acquisitionHow would you introduce your company?

Do you have-dedicated response e-mail address -inbound phone number

Customise:

Add your logoAdd your offerDo you need a different image?

Notes

Microsoft Enhanced Communication and Collaboration Special OffersBe Effective from AnywhereSave money and stay competitive with tools to improve the way you work and communicate. With Microsoft Enhanced Communication and Collaboration solutions, you can access and share business information, send e-mail, and schedule appointments directly from your PC, via the Web, or using your Windows phone. Reduce travel costs with real-time online meetings, and instantly connect with colleagues through instant messaging. Whether you choose to have your communication software deployed on-premises or hosted by Microsoft or a hosting partner, you benefit from technology that can help you stay productive and effective wherever your business takes you.

Act today and save with the following offers. Current Customer Offers and PromotionsBusiness Productivity Online Suite Get a 30-day trial to experience the benefits of Microsoft Business Productivity Online Suite without obligation and get a 10% discount when you continue your subscription.Offer Details: Purchase BPOS at a 10% discount off the regular list price. This promotional offer is available through Microsoft Volume Licensing Agreements (EA /EAS & MOSP), and is valid on purchases made through September 30, 2009. On-PremisesReceive up to a 35% discount when you purchase Exchange Server 2007 and enter into a new Open or Open Value License Agreement. Offer Details: Available to customers who enter into a new Open License Agreement or Open Value License Agreement; discounts are applicable to Standard Server and Client Access License (CAL) licenses20% off Microsoft list price for Server and CAL licenses or 35% off for Server and CAL licenses with Software Assurance Minimum: 1 Server or 10 CALs; Maximum: 10 Servers or 500 CALsTiming: Now through September 30, 2009Microsoft Communication Services60 Day Free Trial. Experience the benefits of hosted business-class communication and collaboration solutions without obligation for 60 days.

Customise:What is YOUR value add to the product offering?How will you enable your customers?How will you differentiate ?Why should they do business with you?

How can you add your services?How can you help your customer realise the benefit?

Notes

Notes

Touch 2 Web landing page

Make sure:-Same design as on e-mail and/or postcard-Have content for download on your landing page with info capture for download-Ensure contact details are on landing page (phone, e-mail, click to contact page)-If possible add customer testimonials and case study for download-Use Microsoft whitepaper and customize it with your logo

Touch 3 Telemarketing“Hello ______________, this is ______________ calling from ______________. “ “We help companies like yours increase efficiency and reduce costs by providing software tools to enhance their productivity and communications both in and out of the office. Would you be willing to invest a few minutes of your time for me to explain how business-class communications technology might help you save time and money?”

First I’d like to learn a little bit about your current environment so I can better understand if improving your communications and collaboration tools will help your business.

• Is your e-mail currently hosted online or deployed on-premises?• What are you currently doing to reduce costs while keeping your business

running efficiently?• Are you looking for ways to improve employee productivity and increase your

business efficiency without the costs and complexity of on-site IT infrastructure?

• Can you benefit from being able to access e-mail, calendar, and business contacts and share business information with colleagues—from the office, home, or the road from multiple devices?

• Are you looking for ways to reduce the amount you spend on communications and travel?

• How do your teams share project information, such as documents and spreadsheets?

• Are you able to share and manage documents from a single location, even when you’re out of the office?

• Do you have an IT team with the technical expertise and time to manage and maintain all your communications applications securely?

“Mr. Smith, it seems like you are experiencing some of the same challenges as customers we’ve helped in the past. I think our business-class communication and collaboration solutions may be of value to your company. Microsoft Enhanced Communication and Collaboration solutions can help you:

• Reduce hardware, software, and personnel costs by deploying software delivered as a service for a predictable monthly fee

• Access your e-mail from almost anywhere using your desktop, Windows phone or a Web browser

• Share calendar and contacts with your colleagues for easy meeting scheduling • Spend less time and money traveling to and from client meetings and training

events • Get additional online tools available to help in all aspects of e-mail

management, including spam protection and data encryption• Use intranet portals and project-specific workspaces with enhanced security for

better organized document sharing and employee collaboration“With Microsoft Enhanced Communication and Collaboration solutions, you can get business-class e-mail and collaboration tools so you can reduce costs, drive productivity and improve communication whether you have the software hosted as a service through BPOS or deploy on-premises.”

“Mr. Smith, now that we’ve discussed your need to enhance collaboration between employees [or whatever need has been established], I’d like to set up an appointment to better understand your business objectives and determine if we have a solution that is a good fit for your needs. Are you free on Wednesday at 3:00 p.m.?”

Golden Rules of telemarketing:

-Don’t script – develop prompters with open questions that guides conversation-Before you start – identify exactly what you want. For example: appointment setting, interest in trial etc.-Be specific what information you want to collect. Eg What do they use today? What is their core business?-You have approx. 30 seconds to get attention and need to get you have to get quickly to the point.-Prepare a short and punchy introduction for “Who is….”

-Always ask for opt-in and send an e-mail as follow-up-Always ask “who else in your company might be interested in….”

If you don’t have the resources or discipline – outsource. Internal management of resources eats time and requires coaching

Guidelines for external telemarketing:-Expect approx 80 call attempts per day, plan for approx 3 call attempts per contact. -Expect that it is harder to get to senior contacts.-Monitor data condition, measure completed calls and hit rate, review every 2-3 days-If it doesn’t work – change the approach-You must ensure telemarketers have industry experience

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• Demo Showcasehttp://demoshowcasesuite.com/

• Use the framework you’ve built today and execute a campaign

• Use the tools – integrate them in to your processes

• We’re looking for Case Studies! Tell us how you’ve leveraged tools in the MPN to win new business.

• Engage with Go2Market…

Next Steps

www.gotomarket.com.au

Our call to action for you

Run your 3-touch marketing campaign with customised Microsoft assets:

- 300 Postcards (design, copy, production, postage)- E-mail template, broadcast and reporting- Landing page with download and contact capture-Telemarketing: 300 call attempts, calling guide- Reporting

For APC attendees: $4,900 +GST (terms and conditions apply, only for APC attendees)

1 day Foundation Workshop-Value Proposition

- Competitive Positioning- Target Market- Core Messaging- Review of marketing material

For APC attendees: $2,000 + GST(terms and conditions apply, only for APC attendees)

Offers valid until: 10 September, Must be in market by 30 September

Meet us at our stand!

David 0414 997942david@gotomarket.com.au

Ursula 0401 147 493ursula@gotomarket.com.au

Questions?