The Importance of TARGETING TARGETING Ideal Client Profiles: i. Identify “ideal client” profiles based on demographics, psychographics, infographics, and buyergrahics that match current clients. ii. Outreach and nurture “ideal client profile targets” on a direct, routine basis. TARGETING Communities for Opt-Ins i. Identify a few select communities with similar attributes of current “ideal clients.” ii. Conduct ongoing, routine outreach programs to select targeted communities. Use surveys, polls, contests, marketing, eMarketing, and other compelling offers to attract. iii. Create interest and maturate (nurture) via engagement marketing programs. “TARGETING” is the process of “bullseye” focusing on high probability prospects based on “handicap ranking”; aka “scorecard qualification.”

GoToMarket Case Studies: Benefits of “TARGETING” Select Communities to Expand Revenues The Business Case: Today’s market and economic environment requires focusing on a few select communities to ensure a high probability of success. By implementing effective Go-To-Market programs clients have found: † Improved personnel productivity † Decreased sales cycle times † Improved conversion rates † Increased year one revenues † Higher total net lifetime value “TARGETING” Case Study Highlight:

Expand into additional regions and communities cost effectively based on early adopters. GoToMarket Case Study: Benefits of IntelBooster (Primary Research) to Expand Revenues

Content > Visits > Leads GoToMarket: Benefits of Content to Drive Leads SolidWorks Case Study: 100+ Downloads Available 10,000+ Views/Per Month 500 Leads Per Month

Benefits of a Portfolio of Revenue Sources Cost of $1.00 of Revenues Varies by Channel: Portfolio of Marketing Lead Sources Reduces Program Costs:

TARGETING Summary Recap 1. High Probability of Success (“Probability Selling”) requires Targeting a Few Select Communities Routinely. Law of Diminishing Return states that top 2 sources of leads will provide 80% of the opportunities. Target the top 20% (aka the “Ideal Clients”) directly by account name via LinkedIn/Hoovers using: Google Alerts Twitter Blog RSS Feeds 2. Be Found. News & Announcements Conferences & Associations websites, blogs, publications Partners, advisors, influencers Internet, Social Media 3. Engage Early and Often. Nuclear Content (content that creates an opinion, sparks discussion) Videos, Demos, Events, Webinars, Seminars Law of Diminishing Return: