Launch with Confidence

Showcasing “Human Capital”Separating Yourself From the Crowd

About Me

2

Marketing Manager: Achieve Internet

5+ years of Marketing expertise

Utilize my economic background to increase ROI of marketing campaigns.

I enjoy outdoor adventures with my wife and puppy.

Agenda• About Achieve

• Key Clients• Achieve Services• Core Values

• Differentiation• The goal of the Marketing Department

• Only As Good As Your People• Set yourself apart from your competition

• Defining Your Value• Market segmentation• Value proposition • Meeting customer needs• Communication channels• Authentic communication

• The Customer Decision Journey • Communicating Value• Take Aways• Conclusion

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Achieve at a Glancelegal name

founded

headquarters

leadership

mission

primary contact info

Achieve Internet, Inc.

1998

1767 Grand Avenue, Suite #2 | San Diego, CA 92109 | U.S.A.

Ron Huber, Chief Executive Officer

Achieve leverages best-in-class Open Source web application development experience, and tools to create optimized platforms for enterprise clients.

800.618.8777 | info@achieveinternet.com

Achieve is a leading software development company that leverages Drupal to develop advanced enterprise web and mobile solutions for an array of clients in varying

verticals. Achieve has a singular goal: To help you launch your advanced digital platforms with confidence.

Our ethos is “it’s not magic, it’s excellence,” and our all-star developers deliver on that promise with every new project we take on by consistently exceeding client

expectations.

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Key Clients: Media & Entertainment

clients

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Additional Key Clients

clients

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Achieve Services

Achieve builds custom enterprise IT management systems to solve the most complex business challenges.

Achieve makes integration easy so you can focus on what is most important to your business – your customers.

Optimize the performance of your web site or application to increase productivity and streamline operations. 

Achieve has vast experience in creating global web solutions that far out perform the competition.  

‘Going Mobile’ is no longer an option. With Achieve you won’t have to compromise design for utility.

Application Development

Platform Integration

Infrastructure Services

Globalization Services

Mobility & End User Services

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Differentiation • Only As Good As Your People

• Defining Your Value

• Customer Decision Journey

• Communication Channels

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Buyers Market

In a buyers market there is a ton of competition and competing products - supply is greater than demand, therefore the buyer has the power.

Marketing Defined

Marketing is the process of creating, communicating and delivering value to customers.

Marketing can be looked at as an organizational function and a set of processes for creating, delivering and communicating value to customers, and managing customer relationships in ways that also benefit the organization and its shareholders.

Additionally, marketing is the science of choosing target markets through market analysis and market segmentation, as well as understanding consumer buying behavior and providing superior customer value.

http://en.wikipedia.org/wiki/Marketing10

Marketing's Goal

Capturing qualified leads to support sales. Ultimately driving and increasing revenue.

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How Do We “Capture Leads?”

By creating, communicating and delivering value to customers. LEADS, not

LEAD

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High Performance Marketing

But in order to grow we need to expand our lead pool to increase the sales pipeline. We do this through differentiation.

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• Differentiation

• Defining Your Value

• Customer Decision Journey

• Communication Channels

Only As Good As Your People

Human Capital

The stock of competencies, knowledge, social and personality attributes, including creativity, embodied in the ability to perform labor so as to produce economic

value. 15

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Showcasing Human Capital

Subject Matter Experts (SME)

Your Human Capital are SME and have the ability to influence purchasing behavior with their

expertise.

The Achieve Dream Team

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• Differentiation

• Only As Good As Your People

• Customer Decision Journey

• Communication Channels

Defining Your Value

Market Segmentation

A fictional character that represents your DREAM customer. They help provide direction and influence for all marketing and sales activities.

Our target buyer persona

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Value Proposition

A value proposition is the reason why customers turn to one company over another.

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Meeting Customer Needs

Identify core competencies and leverage those to meet your target markets’ needs.

SME FocusMarket

Demand

Responsive Web Design

Platform Integration

Optimized Performance

Customer A Needs

Customer B Needs

Customer C Needs

Communication Channels

• Advertising

• Word of Mouth Marketing

• Sales Promotion

• Public Relations and

Publicity

• Personal Selling

• Events

• Direct and Interactive

Marketing

• Inbound Marketing

• Social Media

• Buzz

The Marketing Mix

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Authentic Content Takes Teamwork

• Differentiation

• Only As Good As Your People

• Defining Your Value

• Communication Channels

Customer Decision Journey

The Customer Decision Journey

1. Adapted from Ant’s Eye View, PwC and McKinsey

Use your Human Capital to influence a buying decision

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Leverage SME here!

• Differentiation

• Only As Good As Your People

• Defining Your Value

• Customer Decision Journey

Communicating Value

A Proactive Approach

What does “All-Way Communication” Mean• Conversations will happen whether we want them to or

not• Monitoring the conversations is critical• You are able to influence what conversations happen

• “Plant Seeds”• Know what questions to ask• This is where Subject Matter Experts (SME) are important

Evolution of Media and Marketing Communications

One-Way Communicati

on

Two-Way Communicati

on

All-Way Communicati

on

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On to Social Media

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Content Mix

MONTHLY EDITORIAL CALENDAR

Weekly Newsletter

Attract: the darker shade represents a prospect that is closer to making a purchasing decision

Social Media Focus Attract

Blogs Attract

Case Study Convert

Events Convert

Webinars Convert

Downloadable Content

WHITEPAPERS TIP/FACT SHEETSPRICING SHEETS

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Take Aways

Separate yourself from the competition

Conclusion

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Human Capital

Meeting Customer

NeedsLeads

Q & A

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it’s excellence.

it’s not magic,

Ben Schluter Marketing Manager

benjamin.schluter@achieveinternet.com 800.618.8777 o. @SchluterRooter

Main Resources

Cisco Social Media Playbook:• http://www.slideshare.net/Cisco/cisco-social-media-

playbook

Social Media Marketing Workshop: Is My Brand Ready?

• September 19th, 2013: The Rady Center for Executive Development

Communicating Value• Professor On Amir, The Rady Business School

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Why Should We Take it Seriously?

1. Michel Brito, Edelman Digital, Smart Business, Social Business

2. eMarketer via jeffbullas.com3. Adapted from Ant’s Eye View, PwC and McKinsey

Social

Media

77%

94%

88%

60%

41%

Said C-suite social media participation enhances a brand image2

Of people believe company employees are

the most credible specialist sources of

information1

Buyers say they are likely to buy from a company whose CEO uses

social media2

Will use support forums and technical discussion groups to inform the purchase decision3

Suggest that social channels are strong influencers during the decision process3

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The Achieve RosterPlayer Position Specialty

Ben Schluter QB Marketing, distributing the ball

Shawn Smiley FB Server performance, breaking bottlenecks and speed

Dagoberto Aceves FS Idea man, innovative approaches to tackling new projects

Esteban Solano TE Multi-lingual development

Mike Lee DE Can take on any task and complete it in a rush

Roberto Montero RB Responsive Web Design

William O’Connor WR Apache Solr

Marc Hermsmeyer MLB Operations and management

Ron Huber GM Team manager, ownership, and front office

David Makalsy OL Project architecture, building a sound foundation

German Licon DB Design, UX, and theming

Darlene Holden OLB Accounts payable, billing, and time entry czar

Lamin Turay SS Account management and client communications