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Status of Marketing
Explanation of general Ally PLM Marketing responsibilities
Evaluation of marketing activities February 2013 –September 2013
Moving forward: Ally PLM Marketing in FY 2014
Lead generation
Support sales staff
Company branding and positioning
Marketing Transition◦ Tim Larsen, Director of Marketing
◦ Bridget Hatfield, Marketing Specialist
Strengths Points of Improvement
Support
Knowledge Base articles, how-to tutorials
Social media entities are updated very frequently◦ Major drivers of website traffic
Evaluation tactics ◦ ROI tracking
Solid Edge business outweighs NX business significantly
Website
Facebook page
Availability of AEs
Opportunities Threats
New business
Lead generation through webinars
Increased social media visits and interaction
Become the #1 provider of NX customer support
Territory competitors
Weak evaluation system
Lead Generation Platforms Evaluation
Direct communication◦ Mass email campaigns
◦ Telemarketing campaigns
Internal and DCI
◦ Direct mailers
◦ Newsletters
Website◦ Trial downloads
◦ Knowledge Base articles
Direct Communication
Email Telemarketing Direct Mailers Newsletters
Lead Generation Platforms Evaluation
Live events◦ Webinars
Lunch Bytes
Product specific
Prospect
◦ Solid Edge University
◦ Solid Edge. Get the Edge
0
10
20
30
40
50
60
70
March April May June July August September
Webinar Attendance
NX Solid Edge Prospect Total
Evaluation Tactics◦ Understanding ROI on all
Marketing and Supporting Entities
◦ Monitoring of Social Media Trends and Analytics
Marketing Transition Current
Lead Generation Platforms Evaluation
Social Media◦ Facebook Special offers and newsletters
◦ Twitter Special offers, newsletters, upcoming
events, some KB articles, some blog posts
◦ LinkedIn Group posts – special offers and some
KB articles◦ Blog Special offers and PLM related special
interest stories◦ YouTube Lunch Bytes, other replay webinars
Engineering Support
Sales Support
Online Presence
Other New Initiatives
Evaluation Tactics
Engineering Support◦ Communication to Potential Leads
◦ Social Media Engagement
◦ Support Hour for Maintenance Customers
◦ Management of LinkedIn Groups
◦ Authoring of Blog Posts
Sales Support◦ Standardized Process for Leads/Opportunities in CRM
◦ Reporting of Specific Activities
◦ Including Marketing in Significant Sales Transactions
Online Presence◦ Live Chat Feature
◦ Creation and Management of New LinkedIn Group
◦ Producing More Special Interest Blog Posts
◦ Adding More Value to the Ally PLM Facebook Page
◦ Cleaning up Website
Other Marketing Initiatives◦ Presence of Stronger Brand Image
◦ New Features for the Ally PLM App
◦ SolidWorks User Prospecting Conversation
◦ Training ROI Calculator
◦ Heat Map Software
◦ Online Radio Show
Evaluation Tactics◦ Understanding ROI on all
Marketing and Supporting Entities
◦ Monitoring of Social Media Trends and Analytics
Web Initiatives Other Initiatives
LiveChat feature
Knowledgebase forum
Improve SEO for long tail keyword searches
Increase social media engagement
Increase website traffic◦ + 550 Visits/month
◦ + 400 Unique Visitors/month+ 2000 PageViews/month
Customer testimonials◦ Case studies
Increased training attendance Increased relevant prospecting
leads Enhance customer referral
program
Explanation of general Ally PLM Marketing responsibilities
Evaluation of marketing activities February 2013 –September 2013
Moving forward: Ally PLM Marketing in FY 2014
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