7 steps to successful marketing Go To Market Pty Ltd David Paddon, Director

7 steps to successful marketing 1.Identify marketing needs that drive revenue objectives 2.Out-position competitors: differentiation AND value 3.Build customer relationships through marketing 4.Plan for marketing ROI 5.Determine the right program mix 6.Beat the devil in the data 7.Automate marketing - myth or reality

1 Identify marketing needs that drive revenue objectives Acquisition Communication Retention Where do I focus? What will be the return? Business Development: A must-have core competency in difficult times Commitment + Discipline= Sales Pipeline Predictability

Customers Organic Growth Market Share New Customers Cross- up sell Greenfield Retain Grow Expand Innovate Decision Framework

Customers Grow by 10% Revenue: $? Sales Resource ? Market Share Win 2 new customers Sales Resource ? Cross/up sell Revenue: $180k Sales Resource ? Greenfield Evaluate new markets Retain Grow Expand Innovate Reference – Marketing Repeatable solutions Build relationships Offer based Programs Targeted messages Customer benefit centric Sales and Service led

2 Out-position competitors: Differentiation AND Value Market to the customer NEED Products don’t have an inherent value Only a customer’s need gives it value

Buyer needs and relative competitor performance Strategy Canvass Desktop integration Fix cost projects Industry specific IP Training and Support ERP and CRM Integration Understanding of Business Needs Responsiveness Reference Customers for ROI Competitor B Competitor A Competitor C High Med Low

How to articulate it (…from Solution Selling) We help……. …to achieve….. …through the ability of……. …as a result of………… …for the investment… Today….. small and midsized organizations in the manufacturing market up to 25% cost reduction in operating cost integrated accounting, and inventory management our industry track record and rapid development methodology Of affordable, monthly subscription based pricing Old….. companies who want more value from IT investment better utilization of their IT infrastructure business process management superior service, great support high return on investment

3 Build customer relationships through marketing Sales Engagement Relationship Building Who? -Interesting.. -Let’s talk… 5-7 touch programs and nurturing 1:1 solution selling Awareness – Trust – Association - Familiarity

4. Plan for marketing ROI SellingMarketing Target Market Sales Ready Lead 5-15% hit BANT Qualification Evaluation Win Contacts Win revenue $90KMarketing Execution Budget, Approx Budget $8K

Latent Opportunity Problem Recognized Exploring Solutions EvaluationSelection SOLUTION Selling PRODUCT Selling What is a lead? Budget Authority Need Timeframe

5. Determine the right program mix Direct Mail Tele- Marketing WebinarSeminar

Social Media Tips Monitor what’s being shared About you Find where your audience hangs out Promote your content and other content Produce content your audience will love

6. Beat the devil in the data Customer Data is your IP How: Use Microsoft CIT Smart Data: FirmographicX

7 Automate marketing - myth or reality Imagine a Virtual Campaign Centre Dedicated Marketing Account Manager End to end execution of automated campaigns Re- usage of existing material (eg Microsoft portal) 70% of all work automated and repeatable EXPERIENCE + PEOPLE + SYSTEMS = SPEED + COVERAGE + ROI

Month 1Month 2Month 3 1Direct Mail IntroductionW1 2TelemarketingW2/3/4 3eDM - EducationW1 4eDM – webinar InvitationW2 5Event/Webinar, auto registration, acknowledge W2 6Sales follow-upW3/4 Quarterly Lead Generation Program Budget: $8K Target list: 300 Generating 12 qualified leads Resulting in 3 sales with a Revenue of $90K Dragging service revenue, total $180K ROI 24:1

Start on Monday…….!!!!! Up-selling & Cross-selling to your small and mid-size customers Workshop Thursday 4.00pm to 5.40pm Room: Arena 1A

THANK YOU Come and see us at the stand Contact us: 0414