ZERION360 MARKETING PLAN 2014
Marketing Goals
Positioning Zerion360 where customers are Focus on being seen as relationship and
resource centric Cohesive and consistent presence Build network Brand awareness Sales Support Client community Lead generation Pipeline Acceleration
Marketing Plan Vision
Lead database – what works, what
doesn’t, best practices
Focused on network building
and market positioning
Take branding voice of Zerion360
and vision and represent
Zerion360 as already there
Resource Centric
Events: Sponsorship at
local levels, attendance to trade shows,
hosted webinars and seminars
Increase in number of
national trade shows and
events attended
As network increases – marketing campaigns increase
Established resource blog
Marketing initiatives, i.e. advertisement,
targeted at other markets
(national).
Speaking engagements
and workshops in community and
trade shows
1 Year 3 Year
Target Market
Who: C- Level Executives, Decision Makers, Small and Midsize enterprises• Industries: Aerospace and defense, engineering,
construction and operations, high tech, industrial machinery, professional services, retail, and wholesale distribution Where: Central Florida, Florida,
Nationwide• Key characteristics: Small business owners,
concerned with making their business more efficient and more successful. Wants/needs: software that delivers – problem solving, advice etc
Snapshots
Illumiti – Toronto Site design – clean, c&c, bold
and professoinal Links to industry specific
information on site (accessibility and research oriented)
About us section – established familiarity, builds trust, affirms accessibility
www.illumiti.com
Our strengths: Solid brand representation through our site – easy to navigate. Focused on one product, specific industries – easy to optimize content and campaigns
Where we can improve: A 360 degree marketing plan across multiple channels, community involvement. Build up our SEO, trade shows
Oracle and Microsoft (according to PC Mag) are being implemented and recommended more than SAP
SAP Marketing Award Competition (local)
•Telemarketing•Blog•Social Media•Sales support•Lead Nurturing•SEO and Website•Brand Aesthetics and Representation•Community Involvement•Events•Campaigns•Analytics
Marketing Strategies
Telemarketing
Goals: Lead generation, nurturing, brand awareness
B2B – highly targeted to decision makers. Build calling lists through programs, trade
association publications, business searches, etc
Lead database: keep track of calls, hot –
warm – cold rankings, and email contact.
Also be used to track lead conversion
Follow up with branded email
containing white paper / other relevant
nurturing aids
Utilize script, product and industry specific
knowledge, relationship centric, client need centric
20% of time focused here – 1 hour / 1.5
hours per day
Lead Nurturing
Database – process, see what works, scoring Ensures strategic and systematic process, know where
lead is at in process Materials
E-mail White papers Case studies Testimonials Newsletter Industry specific information Leadership articles (blog) Seminars Demos Videos
Sales Support
Sales materials – Branded, both
general and industry specific. Brochures, white papers, case
studies, etc
Lead generation and nurturing – BANTS
assessment
Lead database – accessible to
everyone. Show where leads are in
cycle, when contact was made, notes etc
Check-ins with sales team to brainstorm about client needs,
common issues, how we can meet needs
(monthly)
Ensure that sales, marketing, and all
other initiatives are cohesive/consistent:
proper branding, accessibility, etc
Blog
Goals: Resource centric, meeting client where they’re going to be, SEO, Nurturing,
Brand awareness, Network building
Content generation: Relevant to small businesses, business innovations,
technology. Blogging consistency: 1x week
Incorporate design thinking into blog content – engage customers before
needs are defined and explore unmet needs
Cohesive and consistent, no selling.
Build audience through relevant
content, collaborative
blogging, series
Constant generation of blog topics through
“watching” and “listening”
Blog
Blog Ideas / Content Generator Series on big data in concurrence with speaking event at Citrus Club Blogging series on outgrowing Quickbooks Guest bloggers – leverage partners, Orlando business leaders Branding 101 series Web presence series Benefits of ERM Digital tools part in small business growth Cost of ERM versus value of benefits Innovation series – new ideas, latest tools, business trends (tech) Mobility series Why attend tradeshows – how to be successful, innovation at tradeshows etc Small business spotlight – focus on Central Florida, can be clients, can be other
successful small businesses – goals is to present issues and how they addressed them
NYTimes small business, Forbes SAP Branding Voice, OBJ, Upstart, Mashable, “Listening” Channels: LinkedIn groups, Inbox Q, Modern Distribution Management
Social Media
Goals: Relationship centric, what’s going on in the now with Zerion360, brand
building, essential in 360 marketing
LinkedIn: Essential for B2B, build network, “hearing” through
groups, part of discussion in
resourceful way**Ideal for all
Zerion360 employees to be here –
accessibility**
Facebook: Statistically, most
used social networking site.
Going on in the now, network presence,
easily access testimonials, access to blog, email list /
newsletter
Twitter: Going on in the now – more
frequent postings versus FB, connect
resources, “listening”, Newsfeed
YouTube – Educational videos and demos,
customer testimonials, SAP branded videos –
quality over quantity here. Embedded in
website, links available on other
sites
SEO and Web Presence
HAS TO BE HERE – with search
driven consumers
Site Maintenance
Key phrases, build up through blog, utilize tools
such as HitTail and Google
Analytics, Focus on quality.
Search results will go up with
time and consistency
Being apart of conversations – using backlinks. Our resources
used by others. GOAL: Increase
in search rankings,
increase web traffic, quality
and optimization, answering relevant
questions (blog)
Advertising and Campaigns
Microsites/landing pages to track effectiveness Events
Call to action – sign up, follow-up, invitation into the community Tradeshow / Expos - free e-book series, welcome into the Zerion360
community – computers/tablets for them to sign up right there and then as an option
Referral Campaign – 5%, 10%, 15% E-book Publication Campaign – Release as series or individually?
Information in change for downloads Sponsorships OBJ – 2014
Dozens of advertisement options in both mobile and print, ranging from $1500 – $12,000+
Readership stats: www.bizjournalsmediakit.com/websites/Orlando/ Events
Future – Airport, Business Journals in other hubs
Events
Goal: 1 hosted seminar – roundtable of business leaders, leverage partners, and clients. 2014.
Leverage Lunch n’ Learn and expos at Citrus Club – invite through email, telemarketing, social networks. Leverage above as “business innovations” events
Webinar – Leverage SAP and ASUG webinars. Host our own – relevant topics, leverage partners, q&a and discussion time period. 2014 – 2x year. Industry specific
Speaking engagements – Chamber of Commerce, UCF and other local universities. Long term: Trade Show speaker
Community Involvement and Resources
Non-Profits Make a Wish foundation sponsorship / volunteer days Job Partnership sponsorship / volunteer days Christian Help sponsorship / volunteer days PR, social media channels
Local Sports Teams Other Sponsorships Opportunities
Manufacturing Association ( macf.biz/wordpress/wp-content/uploads/2013/05/Executive-Sponsorship-Levels-Application.pdf )
Also in Central Florida – Security Systems Association, Florida Association of Wholesale Distributions (potential impact)
Community Involvement and Resources
Small Business Resource Network Connects businesses with experienced professionals,
providers, and agencies $500 annual dues Along with application – need 3 customer testimonials www.sbrn.org/network-directory.php
ASUG – Florida Chapter Zerion360 listed as a channel partner Leverage opportunity
Orlando Regional Chamber of Commerce (Orlando, Inc.) Benefits of membership: Business Leadership Roundtable,
Company Profile in EveryMonday, Placement in Leadership Orlando (geared towards professional services)
$1,500 annual investment – other options available
Trade Shows and Expos
Goals: Lead generation, Brand awareness, NetworkingSmall Business Expo – Miami, January 16th
www.thesmallbusinessexpo.com/Small_Business_Expo.pdf
Sapphire NOW + ASUG Annual Conference June
3-5, 2014 – Orlando
Industry Specific:
IMTS September 8-13, 2014 -
Chicago
Tech:Interop – March
31 – April 4, 2014 – Las
Vegas
Public Relations
Zerion360 going-ons:
events, community
involvement, etc
SAP Business One updates
– leverage co-branding options
Specific around
speaking engagements
, e-book releasesAccessibility –
website, social media,
media channels
OBJ contact
Analytics and Tools
Personal quarterly review Campaign specific reviews – emails, events,
etc – utilize campaign microsites Goolge analytics I.E. SlideShare – built in analytics Response/audience to blog, social media Lead database – see where leads come
from, what campaigns worked, how many were qualified, how many sales qualified, how many bought
Marketing Enrichment
Adobe Creative suite Social Media Club Orlando Central Florida Marketing Association Networking Trade Show Presence Branding presence
In Review
Goals: Lead generation, Lead nurturing, brand awareness, network building, resource and relationship centric, positioning ourselves in market
Focus on core needs and establish marketing network to stand on for future endeavors
Keep track of leads through an accessible database to measure success
Parking lot: Direct mailing
Timeline
October 2013 Launch Marketing Plan Build and maintain client and
lead lists Create lead and marketing
database Decide on sponsorships and
events to attend Hosted webinar/seminar
planning Client Christmas gifts
November 2013 Big Data Lunch n’ Learn Big Data blog series
December 2013 January 2014
Trade Show Blog Series Miami Small Business Expo
February 2014 March 2014
Interop April 2014 May 2014 June 2014
Sapphire NOW + ASUG Conference
July 2014 August 2014 September 2014
IMTS October 2014