14035

Reed OverfeltCEO FullQuota

IT’S TIME TO

YOUR MARKETINGTRANSFORM

BL34

Prepared by FullQuota on behalf of Microsoft


Meet

Jennifer Grimes

Jennifer


Jennifer is an Industry Marketing Manager at Avanade with

responsibility for the company's North America Microsoft

Dynamics ERP go-to-markets and Health CRM marketing.


Like most large Microsoft Partners, Avanade needs to GENERATE AWARENESS and DRIVE TRAFFIC to its ERP and CRM websites. More importantly, they need to CONVERT

that traffic into sales-ready leads.


Jennifer has historically relied on

traditional partner marketing tactics like

trade shows, webcasts, direct mail and email to

reach her objectives.


But that was before Jennifer realized how effective her efforts would be if she focused less on getting in front of prospects and more on getting found online and driving

Prepared by FullQuota on behalf of MicrosoftPrepared by FullQuota on behalf of Microsoft

So Jennifer decided to transform her marketing to focus more on blogging, search engine optimization and social media to drive awareness and traffic, as well as insides sales to nurture and qualify sales-ready leads.


And the results?


300%Increase in website traffic.*

* Representative results for a partner of this size

Prepared by FullQuota on behalf of Microsoft* Representative results for a partner of this size

80%

Increase in marketing qualified leads.*


100%Increase in sales qualified pipeline.*



HOW?


Have a Plan 1

Become a TOFU Ninja2

Master Your MOFU3

Keep SCORE4


Your Marketing Playbook is

BROKEN.


Buyers have changed.

Disclaimer: Use of social media company icons is for instructional purposes only and in no way implies an association or partnership with any of the individual companies, or approval, sponsorship, or endorsement by any of the individual companies.


Yesterday’s approach:

“GET IN THEIR FACE” when they’re not looking.

Today’s approach:

“GET FOUND” when they are looking.


Prepared by FullQuota on behalf of MicrosoftSOURCE: COMSCORE, AUGUST 2010

17 billionsearches are conducted

every month.

12b 2.75b 2.25b



46% of daily searches are for info

on products or services.

46%

Products and

ServicesPrepared by FullQuota on behalf of Microsoft


This is your new business card.


70% of the links search users click on are

25%PAID

70% ORGANIC

5%

OTH

ER

organic – not paid.

“Which search result link did you click on

first?”


of all organic clicks go to the top three organic search results.

Ranking on search results page

Sh

are

of

clic

ks

60%



75% of users never scroll past

the first page of search results.

First Page

…and done!


Page 1, please!

If Google can’t find your products and services, neither will your target buyer.

v

On Page #1

Bottom Line:


Have a Plan

1


Concerns- Hate being sold to- Find it offensive to give name

and email- Don’t want to get spam sales

emails- Don’t have time to teach a sales

person about their business problems

Get inside your customer’s head


Concerns

Understand what motivates them

Motivations- Want to solve my problem- Education- Data/information reports- Recommendation from a peer- Meeting other people like me that

have insights to share


Concerns

Create a solution that entices them and addresses their concerns

Entice & Address Concerns- Tell them – in simple terms – what you offer and how

it addresses their business problem. - Provide customer testimonials, address vendor risk.- Offer free “fit” assessments, address product viability

and fit concerns.

- Provide demos and paid trials to prove value.


Become a TOFU Ninja

2

(Top of the Funnel)


Your customer’s purchase in stages

Consideration

CLOSEDDEAL

Awareness

Purchase


An organizational model for your sales funnel stages

Middle of the Funnel

CLOSEDDEAL

Top of the Funnel

Bottom of the Funnel


What is the top of the funnel?

SALESPROSPECT

GET FOUN

D

GENERATE AWARENESS


HOW?


TOFUin a nutshell

1. Creating content

2. Optimizing

content 3. Promoting

Content


• Daily executive article summaries (blog)

• Weekly executive newsletter

• Monthly e-books, reports and white papers

• Quarterly webinars

1 Create Content


Make stuff people want… Start creating & publishing content that is that is meaningful and relevant to your target buyer:

•Top-notch blog articles

•New market data

• Industry research, reports, & studies

•Educational content



Be generous.

• The more we give, the more we’ll get.

• Increase # of pagesand inbound links.

• Build trust, credibility and good will.



Be consistent. Daily executive articles

summaries (blog)

Weekly executive newsletter

Monthly e-books, reports and white

papers

Quarterly webinars


2 Optimize

vs. “Retail Trends”

“6 RETAIL TRENDS you MUST

understand & embrace.”


Google is Judge, Jury & Executioner


Understand what motivates Google (as well as bing and Yahoo)



Help Google decide.


f(n) = Authority+Relevan

ce

Ranking Algorithm


f(n) Authority

Relevance

The process of optimizing your website and your content around your target keywords

= On-Page SEO


Page titleURL

Headings and text

Meta description

On-Page SEO Basics


f(n) Relevance

AuthorityThe process of getting other websites to link

back to you.

Off-Page SEO =


Off-Page SEO Basics


Creating meaningful and relevant content is the best way to improve the authority of your website and content.



WHY?


Authority is Determined by Inbound Links



Create content worth linking to!

1,700+Inbound Links*


How do you get more links?


3 Promote



Pick the right channels.

?



Participate in channels with

about your target buyers and their passions.

awesome

content



21231531101351

share

tweet

email

+1

Make it easy to shareBLOGS │ EBOOKS │ WEBINARS │ DEMOS │ NEWSLETTERS │ EVERYTHING!


Master Your MOFU

3

(Middle of the Funnel)


What is the middle of the funnel?

SALES OPPORTUNITY

QUALIFY

NURTURE

CONVERT


TOFUis just dessert

“”


MOFUis where thebeef is

“”


MOFUin a nutshell

1. Convert

traffic into prospects

2. Nurture

prospects into leads 3.

Qualify leads into sales

opportunities


Converting is all about helping potential prospects take action.

“


Giving great directions.

Create: • Relevant websites & landing

pages

• Clear calls to action

• Compelling offers

?



Create clear, relevant websites

Example: Avanade ERP for Construction Micro Website

Where’s the proof?

Who is it for?

What is it?


Clear calls-to-action

Example: Avanade ERP for Construction Micro Website

How do I get it?

How do I get it?


Compelling offers…

What is it?

What do I get?

What do I need to do?


Nurturing is all about guiding prospects from general awareness to actively considering your products and services.

“


the keys to nurturing prospects into leads

Creating, optimizing, and promoting exceptional and unique content arealso


????


Remember! Your buyer has changed.



thinking like a marketer or advertiser…



…START thinking like a

publisher and socializer.



…Focus your buyers

business problems.


With ZERO selling

Give them Valuable and Relevant Content… Education Information Knowledge


Qualifying is all about contacting, scoring and converting leads into sales ready opportunities – or not!

“


Up to 75% of marketing gets lost in the middle-of-the funnel.

LEAD

LEAD

LEAD


Most leads should never be passed over to sales.


WHERE ARE MY LEADS??

WHY CAN’T YOU GET US

MORE LEADS??


“That is crazy! We give you tons of leads. You just don’t follow up on them properly!”


Sales calls a few unqualified leads and finds they are a waste of time – then they stop calling the rest of the leads.


Inside sales teams are uniquely effective at contacting leads and qualifying them into sales opportunities.


It takes between 3 and 8 touches – including phone calls and emails – to contact a prospect.

“@ @@


Inside Sales reps spend over 71% of their time interacting with customers (vs. <41% for field sales reps)


Inside Sales reps conduct 8 customer interactions

for every field rep’s 1 interaction.


So, if you want…

Insanely Happy Sales People


Keep SCORE

4


Measure"If you cannot measure it, You cannot improve it."

- Lord Kelvin


Visitors

Campaigns to drive traffic

Lead

Closed deals

Conversion %

Conversion %

Overall conversion %

(By lead source)

The key metrics


Have a Plan 1

Become a TOFU Ninja2

Master your MOFU3

Keep SCORE4

Let’srecap


If you don’t like change,

You’re going to like irrelevancy even less.”

“- GENERAL ERIC SHINSEKII, 2003


Visit .comor

Email [email protected]

SCHEDULE A CONSULTATION TODAY

IT’S TIME TO

YOUR MARKETING.TRANSFORM

Exclusive Offer for WPC AttendeesBuy 2 Microsoft Certification exams for the price of 1Microsoft Certification Exams voucher will

be available for purchase at the MPN Booth, July 8 – 27, 2012

Purchase by July 27th. All exams must be taken by December 31, 2012

To purchase your 2-for-1 exams voucher,visit www.prometric.com/microsoft/wpc/2for1 orstop by the MPN booth. See booth for rules and regulations.

Offer available only for WPC 2012attendees

2-1

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© 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.


• Slide 5 – 11, 14 – 15, 18, 21, 25 – 27, 37, 40, 47, 49, 52 – 53, 61 – 62, 66 – 67, 70 – 71, 73, 75 – 76:• Image source - Purchased from iStockphoto (http://www.istockphoto.com/license)

• Slide 17: via flickr: http://www.flickr.com/photos/st3f4n/ by Stéfan• Slide 19: via flickr: http://www.flickr.com/photos/epsos/4962823635/sizes/l/in/photostream/ by epSos.de• Slide 35: via flickr: http://www.flickr.com/photos/jliba/4389220460/sizes/l/ by Josh Liba• Slide 36: via flickr: http://www.flickr.com/photos/brandoncwarren/4164759025/sizes/l/in/faves-bonafidemarketinggenius/ by Brandon

Christopher Warren• Slide 55: via flickr: http://www.flickr.com/photos/st3f4n/ by Stéfan

• Slide 63: via flickr: http://www.flickr.com/photos/haizi-hyg/3640001725/in/set-72157619950169446/ by hyg-27• Slide 65: via flickr: http://www.flickr.com/photos/ccacnorthlib/5839729061/in/photostream by CCAC North Library• Slides 18, 20, 39: Hubspot.com• Slides 51 & 53: Guidelines for Use of the following trademarks or logos:

• Twitter: https://support.twitter.com/entries/77641 • LinkedIn: https://developer.linkedin.com/documents/branding-guidelines • Facebook: http://www.facebook.com/brandpermissions/logos.php • YouTube: http://www.youtube.com/t/press_room_image_files • Reddit : http://www.reddit.com/r/redditlogos

• Slide 60 Image source - http://en.wikipedia.org/wiki/File:Lord_Kelvin_photograph.jpg • Slide 69: http://www.free-desktop-backgrounds.net/Miscellaneous-pictures/Signs-wallpaper-images/Stop-sign.html• Slide 78: http://en.wikipedia.org/wiki/File:Lord_Kelvin_photograph.jpg

Image Sources

http://www.istockphoto.com/license

http://www.flickr.com/photos/st3f4n/

http://www.flickr.com/photos/epsos/4962823635/sizes/l/in/photostream/

http://www.flickr.com/photos/jliba/4389220460/sizes/l/

http://www.flickr.com/photos/brandoncwarren/4164759025/sizes/l/in/faves-bonafidemarketinggenius/

http://www.flickr.com/photos/st3f4n/

http://www.flickr.com/photos/haizi-hyg/3640001725/in/set-72157619950169446/

http://www.flickr.com/photos/ccacnorthlib/5839729061/in/photostream

http://www.hubspot.com/

https://support.twitter.com/entries/77641

https://developer.linkedin.com/documents/branding-guidelines

http://www.facebook.com/brandpermissions/logos.php

http://www.youtube.com/t/press_room_image_files

http://www.reddit.com/r/redditlogos

http://en.wikipedia.org/wiki/File:Lord_Kelvin_photograph.jpg

14035

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