BIG marketing

Our Marketing Goals • Communicate our BIG differences• Provide Vision & Direction • Create a GAP with our Competitors • Generate Mktg $’s from Vendors • Build a recognisable brand • Create Air Cover for Sales • Generate Incremental Sales Opps• Get Higher value conversations with Partners

Align Closer with Sales

How are we doing • Air Cover – PR Coverage • We punch way above our weight • Higher Volume & Ration of Coverage • Contradictory Stories– Buy & Build – it’s actually working – Vision/Campaigns/Programmes – Opinion & contributed articles

• . . .More like a vendor than a Disty !

Total 2013 EU Coverage

• Out performed competitors

• Media more aware of our status

Exclusive Networks

Arrow ECS Avnet Computerlinks0

200

400

600

800

1000

1200

1400

1600

1412

1135

444

940

Total

Coverage By Country

• Largest amount of coverage in Germany, Spain, the UK and France

Austria

Belgium

Denmark

Finland

France

Germany

Italy

Netherla

nds

Norway

Portugal

Spain

Sweden

Switzerla

nd

United Kingdom

0

100

200

300

400

500

600

700

65 25 0 7140

666

24 24 0 3

249

1 41167

Coverage Split By Region

• Strongest presence in DACH region• Strong presence in Southern Europe, the UK and France &

Africa

France & Africa Benelux Southern Europe

Nordic & Baltic UK DACH0

100

200

300

400

500

600

700

800

900

14049

276

8

167

772

Coverage Per Month

• September: Half year results

• June: COO appointment

• October: Big Technology launch

January

February

March April

May

JuneJuly

August

September

October

November

December

0

50

100

150

200

250

300

350

68

129106

145

52

177

5531

297

176

124

52

Higher Value Conversations

. . . .and Additional Marketing $’s

$75K$70K

$85K

$150K

$380k

Generating Sales Opportunities • Ready Made Campaigns • Events• Exhibitions • Road-Shows • On-Line Campaigns • Direct Mail & edms • Promotions • Call out days etc

Lead Gen Process . . . .• We’re out of control

Sales Engagement >70% through the process

Sales

DATA

Reputation

Content

WWW

Social Media

Out bound

Vendor

Vendor Vendor

Vendor 3P

3P

3P

3P

Inbound MKTG

Inbound MKTG

Inbound MKTG

What is in-bound Marketing?

Inbound Mktg• Comes from Many Sources • Average touch points – 21 • Random & driven by the buyer • Our Content (family) has to be – Relevant – Timely – Collective Effort • Disty/Reseller/Vendor/3rd Parties

• Understand Buyer Intent & Influence it

Big Challenges .....• ......to influence them towards us ! • We need visibility & control • Measure & anticipate behaviours• Measure Effectiveness of Campaigns • Be more efficient in this process • Provide ROI

Current situation • Little ability to provide feedback • It’s very manual if we can • Virtually impossible PAN EURO• Resources locally & approach – Differs – Some well qualified – Some end user others just VARs

Major challenges• Vendors want ROI• No consistent data strategy• No single platform for edms even !!! • Disconnect between Exclusive– EXN Sales & Marketing – VAR sales – Vendor Sales

• Full Circle Reporting even harder • Different CRM platforms

Reseller Validation

• What do VARs, SI’s and Resellers want?

– Respondents ranked the top three key value-added distribution attributes as• 1st – Technical Excellence• 2nd – Marketing Support• 3rd – Credit Facilities

– 70% named lead Gen as No. 1 need – 66% proxy in pre-sales situations;– 64% said it was post-sales support– Only 16% associated value-adding competence with big

distributors

Key differentiators that make a SuperVAD

• Superior financial strength• Ability to create Sales Opps thru Mktg• Staying 2 to 3 steps ahead of tech trends• Integrated approach with reseller partners• The ability to create and enable the channel

for vendors• Professional/consulting services • De facto pre-sales for partners– Principal Analyst, Canalys

Marketing Automation Project • Be More Efficient • . . .Then be More effective • More Activities • Generating more biz

opportunities • Going Full circle back to

the vendors • We Get More $’s • We can do even more

Are we any good

• Arbor Campaign – $50k = c$4m Pipeline (but we can’t prove it!)

• PAN in Spain - >100:1 ROI on Pipeline • 30:1 on Orders • EXN campaign = Higher Prob it will land • Double the % Margin