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Presentation prepared for Startup Safary Berlin 2014 by Ruediger Baumann, CEO at Phonedeck. It explains Phonedeck´s growth strategy and says how startups can deal with big partners like Salesforce or Alcatel-Lucent.
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Welcomeat
What Are We Doing?
Partnering
Strategy 4 Success
Ruediger BaumannCEO
www.phonedeck.com
How to win in a B2B market?
1What´s the problem
of the customer?
Get Your Message Clear!
Describe a bright future / vision
Show a road to a solution
Why are you different?
Prospect doesn´t want to talkbecause you ...• are not known by him• haven´t been
mentioned anywhere before
• are a too small company
• don´t have references• and...• and...
You need leverage
But who influences the customer?
Publications
• Press• Blogs• Web• Twitter• LinkedIN• Xing• ….
Analysts• Gartner• IDC• Ovum• Forester• Experton• ….
Congress Presentation
You Got Mail! Direct Marketing
References
If you win a customer, get him talking about you!
The Marketing Mix
19
PressAgency
PressAgency
PhonedeckPhonedeck
Business Analysts
Business Analysts
ConferencesConferences
PartnersPartners
OnlineVideos
OnlineVideos
Word ofMouth
Word ofMouth
News Media
News Media
UsersUsersBusinessesBusinessesMailings / Calls
Press Release
Roadshow
Promoting
Ooops we forgot one! Partner!
Partner and the Challenge
+ • Small:
Niche Experts, dynamic with long customer relationships
• Technology:Low marketing cost, big brand behind it – sometimes
• International partner:• Global reach, best technology
understanding
-• Small:
Limited reach and medium sized projects only
• Technology:IPR risk, OEM hides your part of the innovation
• International partner:long processes, revenue driven, hard to manage
Why Partner?1. They know your / their market2. They own the client relationship
already and the reputation3. They have a professional sales
team4. They have professional
consultants
With Partner you have …
• Honest feed back• Source 4 innovation• Easier client access• More sales power• Marketing support• Global reach• Cultural fit
Partner Types
• Referral• Integration• Reseller• OEM
Homework first!
• Collateral addressing partner
• Collateral supporting partner sales
• Education 4 partner• Website presence• Business model / price
list for partner• Contracts• Technical support
What to avoid
• DependenceEven with partner you need direct access to clients / customer
• Exclusivitydo not give exclusivity without …- commitment ( $! )- confidence in partner´s execution
YES YOU CAN!With PARTNER your market approach will be faster!