“Sell Yourself” Marketing Part 1 Inese Kingsmill, Microsoft David Paddon, Go To Market

Microsoft market information about cloud adoption and changes of landscape Imperative to make decisions “Show of hands” - Where are you at? –Continue with traditional business –Planning change –In market with cloud offerings –Cloud pureplay Placeholder, Inese’ Opening

ICD predicts: Cloud related IT spend will grow from 3.9% I 2010 to 9.3 in 2014 Impact: “If you don’t maker decisions, the market will do it for you” On-premise technology maturing with declining sales revenue and increasing margin pressure New competition with vastly different value proposition and channel to market New ways to stimulate customer spending and business opportunities

Cloud comes in shades of grey Reality Check- Not everybody will move to the cloud tomorrow, there will always be hybrid systems 100% cloud (private/public) Traditional 100% on-premise Product Reseller Services Own IP Large Eco-Systems: Microsoft Google Amazon IBM Commoditization, increase in competition, consolidating players Sales centric Growing market More sales transactions Support automation Marketing centric Repeatable, profitable service offerings, IP Sales and marketing centric HYBRID “Honey pot” of integration services Bespoke Solutions in specific markets Sales centric

“To do or not to do……” Acquisition Innovation Retention Where do I focus? What will be the return?

Marketing in the new world is back to the future Demand side - Customers change: Buyers will change Buying process will change Buyer needs will change Buyers set new rules Supply side - Business Pressures: Where do I make margin Cost of sales is too high What is my value proposition How do I compete ASK: Where is my value add? Who is my target customer? What is my competitive positioning? How can I increase my margin? What is my new sales model? How will I use marketing to drive demand?

Customers Segment by long- term contractual /licensing agreements Market Share Acquire new customers of same profile as existing customers Up sell Transition ad-hoc to contracted customers Innovation Business models New customers New offerings

Customers Segment by long- term contractual /licensing agreements Market Share Acquire new customers of same profile as existing customers Up sell Transition ad-hoc to contracted customers Innovation Business models New customers New offerings Retention Strategy Acquisition Strategy

Customer Retention Segment Existing Customers - Multi-year services & licensing - Up-sell customers with long-term agreements - Evaluate customers outside your core target segment Over-communicate as “trusted advisor”: - is now as important as phone -Educate about innovation, training, new offerings -Track interest through “digital fingerprint” (web, responses, downloads etc) -Drive face-to-face engagement through seminars, roundtables, breakfasts Defend against competitors: -Customer Satisfaction is key -Long-term contracts -Increase/broaden contacts across organisation -“Lead” cloud discussion and integration challenges

Customer Acquisition Define a target market that is –Big enough –Leverages your current reference material –Similar to your current customer base –Well maintained in your CRM! Execute multi-touch phased campaigns –Plan for min. of 6-9 months –Maximise use of digital marketing –Content is king! –Reference selling –Telemarketing for lead identification –Trigger marketing

PHASE 1 Warm-up “Customer Care” Send driving to landing page asking for input for info gathering, Incent with prize draw PHASE 2 Educate and capture interest “Did you know…” Send series of 3-5 s educational content, case studies on ROI drive to landing page, download and contact PHASE 3 Identify Opportunities “Can we come and see you…” Telemarketing for appointment setting Fulfillment through multi- media or web (demo, info etc) Nice to see you care Hm, interesting, this could me help to…. Right, time to have a look….

Touch 1 Awareness Touch 2 Capture interest Touch 3 Identify Opportunity TACTICDirect Mail – PostcardWeb landing page, Telemarketing VOLUME1000Assume 3% clicks from direct mail10 days calling OBJECTIVE Introduction: “Who is..” Combine Microsoft brand with Service centric value proposition, customer testimonials, Capture interest Drive to web with Customer case study + educational content Opportunity Identification Collection of renewal data Collection of opt-in CALL TO ACTION Drive to web landing page Evaluate offer Contact via or phone Download value content Special offer details Contac info capture Interest registration Appointments Sales follow-up Opt-in Scheduled call-backs GTM DELIVERABLES Messaging Copy Writing Design Copy Writing Landing page hosting set-up design Automated response “Call me” option Reporting Calling Guide Lead Scoring Training Telemarketing Reporting Microsoft DELIVERABLES Postcard graphic design Global marketing assets Corporate creative, images from postcard for re-use Partner DELIVERABLES Copy review/sign-off Customer testimonials Data Base Copy review/sign-off Timely follow-up CRM/SFA maintenance

All you need is on the Microsoft portal – so, why don’t you use it? Must have’s for outsourced marketing services - End-to-end delivery capability - Industry Expertise - Execution versus design competencies - Strong understanding of sales process Internal resources: Management of marketing is still required! External agencies are still required for specialist tasks (copy writing, digital marketing, telemarketing, creative etc) Investment in marketing tools and skills (database, CRM, e-broadcasting tools, landing pages etc) Deeper collaboration with sales Internal resources: Management of marketing is still required! External agencies are still required for specialist tasks (copy writing, digital marketing, telemarketing, creative etc) Investment in marketing tools and skills (database, CRM, e-broadcasting tools, landing pages etc) Deeper collaboration with sales Outsourced services: Access to experience and expertise Broad pool of skills available depending on needs. Measurable ROI, “service” culture Access to marketing tools for execution Scale and reduce as the business evolves Outsourced services: Access to experience and expertise Broad pool of skills available depending on needs. Measurable ROI, “service” culture Access to marketing tools for execution Scale and reduce as the business evolves

Conclusions Start making decisions Customer retention is a must! Customer acquisition will become harder over time Evaluate containment of marketing cost Leverage vast Microsoft assets Find a definite way to execute