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KloudReadiness, LLC Confidential 1
Today’s objectives
KloudReadiness, LLC Confidential 2
1 Educate partners on current marketing trends.
Outline the how and why of marketing 2.0.3
2 Define outbound verses inbound marketing approaches.
4 Review marketing 2.0 transformation stages.
5 Ensure achievement of subscription-based revenue and margin goals.
Today’s session
3
Marketing 2.0 Approach1. The buyers journey…2. Inbound marketing…3. Outbound marketing…
How it Works1. Creating awareness… 2. Becoming relevant…3. Developing a hybrid marketing
model…
What is Marketing 2.0?1. Branding & differentiation…2. The engine that propels sales…3. The five (5) P’s…
Marketing creates great
leads…
Sales professionals instantaneously reach out and connect with lead…
The proposal is immediately
accepted and you have a new customer…
Sales professionals are warmly greeted & welcomed to meet with key contact…
then…
KloudReadiness, LLC Confidential 4
How about this fairy tale…
The sales dialog leads quickly to a proposal…
Marketing's five (5) P’s
PricePromotionPlace
Product (Service)KloudReadiness, LLC Confidential 5
Marketing is the engine that propels sales
People
Outbound marketing
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Digital marketing process verses traditional approach
High level points:• Cloud and digital-based services require a different marketing velocity and approach than traditional on-premise IT solutions• Marketing is the new sales… Your website needs to become your 24x7x365 sales professional who’s always ready &
available to begin the customer dialog.
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Marketing Model
• Does your current model include in-bound?
• How do you create a plan that drives higher velocity?
Marketing Team
• Does your team have inbound marketing skills?
• Do they understand and leverage social?
Marketing Messaging
• Do you have a content library that will give you a 3 month runway?
• Can you leverage outbound content?
Branding
• Do you have a distinct services brand?
• Do you have a clear value proposition?
Marketing Process
• Do you understand the customers buying process?
• Do you have the content to nurture customers?
Legacy sales funnel
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TradeShows
E-mailLists
GoogleAdWordsNetworking
Mass Marketing
Outbound Activity
Lead Pursuit
Qualify
ClosedDeals
ExpensiveLow Return Time Consuming
No MomentumLow Return
Time ConsumingSales Cost - High
Time ConsumingSales Cost - High
PublicRelations
GOAL
PublicRelations
Digital sales funnel
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SocialMedia SEO
Blogs&
Posts
InfluencerMarketing
Unique Value Proposition
SalesProcess
ExpandProspect
List
Inbound Marketing
Content Creation
Your subscriberswill become
prospects
Good contentreinforces your
value proposition
Over time – the number of people who value your content will grow
PublicRelations
Customer
Anchors your marketing
& sales messaging
The desired outcomes
Become a little bit
more famous
You’re seen as an
expert
New Relationships
&Leads
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KloudReadiness, LLC Confidential 11
Key digital marketing components
Email marketing
Integrated marketing
Social media marketing
Content marketing
More Targets More Touches More Leads
Velocity is Key
Key Activities Demand generation Prospect engagement Prospect nurturing Client acquisition
Buyers Journey
Omni-channel Sales
Buyer Persona
Marketing 2.0 flow
Unique Value PropositionKloudReadiness, LLC Confidential 12Image provided by Marketopia
Value proposition
KloudReadiness, LLC Confidential 13Image and concept - HubSpot
Buyer persona
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The buyers journey
Self-educating
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Buyer 2.0
Highly informed buyers…
AnonymousSelf-educating
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Buyer 2.0Researches before they act…
Industry CentricAnonymousSelf-educating
KloudReadiness, LLC Confidential 18
Buyer 2.0Expects domain
knowledge &
expertise…
SocialIndustry CentricAnonymousSelf-educating
KloudReadiness, LLC Confidential 19
Buyer 2.0Customers want you to be connected...
SocialIndustry CentricAnonymousSelf-educating
KloudReadiness, LLC Confidential 20
Buyer 2.0
Expectations are high…
Seamless
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Buyer 2.0Non-linear buying process…
There average attention span is the problem…
SocialIndustry CentricAnonymousSelf-educating Seamless
Inbound marketing
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Inbound marketing Campaign
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Search | Research
Objective: Attract |Educate
Prospect is active in their selection process…
Lead triage
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10% - 20%Active Opportunity
Prospect
Objective: profile & close…
You’re a little bit famous and I want to consider you…
PublicRelations
80% - 90%Nurture Marketing
Bring together the best of both worlds
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Images provided by Marketopia
MarketingLeads
SalesCustomers
Identify, anticipate and satisfy customer needs…
Generate prospective customer interest…
Gain invitation to propose on an opportunity…
Retention and expansion key to growth…
The importance of the lifecycle
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87%Of B2B buyers say online
content has a major or moderate impact to how
they buy products or services.
70%Of the buying process is
complete before prospect is ready to engage with
sales teams.
61%Of internet users research
products and services online.
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Marketing 2.0 transformation stages
Get trafficFree WhitepapersChecklists & Helpers Brand Awareness
InfographsBlog Posts
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Marketing 2.0 transformation stages
Get LeadsVideosBuying Guides Lead Generation
WebinarsCase Studies
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Marketing 2.0 transformation stages
Free ConsultationsDemonstrations
Reinforcing ContentWebinars
Get SalesLead Generation
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Marketing 2.0 transformation stages
RetentionClient Nurturing
Marketing ToolsAccount ManagementBusiness Tools
E-mail platforms
Web | SEO |Chatbots
Marketing platforms
Social
Get good and you may be able to develop business with your clients marketing team…
KloudReadiness, LLC Confidential 32
Remember these players
Create a plan
Create content & material
Leverage content and get social
Utilize search engine optimization
Update your website
Measure Analyze Execute online activity Iterate
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Pulling it all togetherGenerate email with a solid cadence
Plan
• Adapt model
1• Define your best buyer
2
• Create buyers journey
3
• Change marketing process
4
34
Summary – remember these
Mobile: (617) 851-4515Phone: (508) 747-0963Email: [email protected]
Address: 124 Long Pond Road Plymouth, MA [email protected]
Contact Us
.
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