Industry MarketingNavigating The Outbound to Inbound Shift

Dynamics Industry Summit

March, 2016

About Mark:

Founder – Chief Engagement Officer

25 year sales professional (CA, Pivotal CRM, PeopleSoft,

SAP)

Advisor to Microsoft & Tier 1 & 2 Microsoft AX/NAV/CRM

Partners: Europe, North America, Asia

Creator: Microsoft Accelerated Selling Methodology

Creator: Microsoft Industry Acceleration Content

Mark’s contact info:

LinkedIn

(604) 617-8522

Website

Get Found Convert PromoteNurture

Industry Focus

Thought Leadership

SEO, SEM, Social

Digital Engagement

Calls-to-Action

High Value Offers

Build Relevance

Remain in Conscience

CRM/Automation

Frictionless Sales

Hand-Off

Triage

Sales Engagement

Nurture Marketing

Lead

Prospect Engagement

Conversion

(Arm Raised)

Introduction

E-mail

(Credential)

Voicemail #1

(Curiosity)

E-mail # 2

(Value)

Voicemail #2

(Risk)

E-mail #3

(Fear of

Loss)

Nurture

“Hi John , this is Peter Smith. I am an account executive with XYZ Partners, following up on a lead that was provided to us from Microsoft.

I’d like to learn more about your interest in Dynamics AX as well as schedule some time to review your ERP project objectives and functional requirements.

I can be reached at XXX-XXX-XXXX, please return my call at your earliest convenience.

Value

“Good morning John, this is Lukas Keller calling from XYZ Partner. I’m responding to your recent request for information regarding (reference download or marketing activity).

As part of the professional services industry team I’m reaching out to thank you for your interest in our industry solution, and to answer any initial questions you might have from visiting our website.

Most of the people who I speak with are quite surprised to learn they can be up and running on a new project accounting system in less than 120 days. If you’d like to see if Contoso fits that profile, or you have any other questions, I can be reached at (XXX) XXX-XXXX; again this is Lukas Keller with XYZ Partner, (XXX) XXX-XXXX.”

Good morning John, this is Lukas Keller with XYZ Partner following up to provide some more background on the video links and case studies I forwarded earlier this week. I’m also reaching out to see if you would be interested in receiving a <whitepaper/infographic> that we just released that speaks to the top 5 things to consider when selecting a new project accounting system, and the top 3 unexpected risks.

If you would like me to forward a copy you can either reply to my previous e-mail or call me directly at (XXX) XXX-XXXX; again this is Lukas Keller with XYZ Partner at (XXX) XXX-XXXX.

50% more sales

(source: Forrester Research)

WHAT

Personas help you create the right contentThe right content will engage the right personas.

.

HOWWHY

Exercise

Document your current marketing assets and align them to buying personas.

Exercise

Marketing Asset Inventory

What: IT/End User - features

How: Managers - business process/departmental focus

Why: Leadership – results oriented ($ and risk)

Quarterly business themes:

Bi-weekly, monthly, bi-monthly contact

Mix digital and human engagement

Always have a purpose and reason for calling

Always for the prospect’s benefit – what can you teach?

Trigger events drive interest in new solutions – we need to be present when they occur

Three primary buying types, not one!

Industry focus is critical – need to be recognized as a member of the prospect’s tribe.

Content creation is an organization responsibility.