DIGITAL MARKETING 5 STEPS TO TAKE YOUR SOLUTION MARKETING TO ANOTHER LEVEL, AND GROW YOUR

BUSINESS Philip Scott, Director @ Pipefuel

| DIGITAL MARKETING 5 STEPS TO TAKE YOUR SOLUTION MARKETING TO ANOTHER LEVEL, AND GROW YOUR BUSINESS

WHAT’S CHANGED WITH YOUR CUSTOMERS?

STEP

1. /

of buyers research

online before making

big purchases

81% 65%

of B2B buyers

engage a sales rep

after they’ve made a

purchase decision

80%

of business decision-

makers prefer getting

information from a

series of articles rather

than an advertisement

57%

of the decision process

is done before B2B

buyers engage with

sales

Selling via relationships is important, but so is an online presence.

| DIGITAL MARKETING 5 STEPS TO TAKE YOUR SOLUTION MARKETING TO ANOTHER LEVEL, AND GROW YOUR BUSINESS

Benchmark your online performance and receive monthly tips with MAYA.

It’s free!

TIP 1.

TIP 2.

Download the Top 50 Inbound Marketing Excellence Report

WHAT’S CHANGED WITH YOUR COMPETITORS? The top Microsoft Partners are often the top online marketers.

| DIGITAL MARKETING 5 STEPS TO TAKE YOUR SOLUTION MARKETING TO ANOTHER LEVEL, AND GROW YOUR BUSINESS

01. BUILD

WITH TEAM

Helps you build solutions

and your business

SELL

WITH TEAM

GO-TO-MARKET

WITH TEAM

Helps you differentiate

and reach customers

Pipefuel helps partners prepare their Solution to be GoToMarket Ready and

listed in the catalogue, so they can Co-sell with Microsoft.

Fulfil customer needs with

partner solutions from the

catalogue

02. 03.

WHAT’S CHANGED AT MICROSOFT? The One Commercial Partner program is the biggest restructure in Microsoft’s history:

| DIGITAL MARKETING 5 STEPS TO TAKE YOUR SOLUTION MARKETING TO ANOTHER LEVEL, AND GROW YOUR BUSINESS

Read this Microsoft blog.

What does One Commercial Partner mean for you as a partner in Australia

Be familiar with latest Microsoft Briefing and get your Solution ready.

One Commercial Partner Update September 2017

TIP 3.

TIP 4.

| DIGITAL MARKETING 5 STEPS TO TAKE YOUR SOLUTION MARKETING TO ANOTHER LEVEL, AND GROW YOUR BUSINESS

DEFINE YOUR VALUE PROPOSITION STEP

2. / Value proposition is:

• What makes your company special to your target audience

• It’s #1 in determining whether people will read more or contact you.

ASK YOUR TEAM THE 4 MAGIC QUESTIONS

TIP 5.

1.What do your customer love about your company?

2.What keeps them awake?

3.What would they change about your company?

4.What are competitors doing that clients wish you were doing?

| DIGITAL MARKETING 5 STEPS TO TAKE YOUR SOLUTION MARKETING TO ANOTHER LEVEL, AND GROW YOUR BUSINESS

Use the top answers to Q1 & Q2 to craft your Value Proposition

A good value proposition will have:

how you solve

a customer problem

specific benefits why buy from you

01. RELEVANCE DIFFERENTIATION VALUE

02. 03.

We can help you create a value proposition or you can read how to DIY on the Microsoft

Partner Website

TIP 6.

| DIGITAL MARKETING 5 STEPS TO TAKE YOUR SOLUTION MARKETING TO ANOTHER LEVEL, AND GROW YOUR BUSINESS

RXP is a leading digital services consultancy in the Asia pacific region. Our

consultants bring credibility, technical expertise and industry experience. We develop

digital solutions that un-level the playing field for our clients, modernise their

processes and improve their bottom line. Our combination of creativity, technology

and insights simplify the way people access services in the digital age.

PROS

• Specific benefits for the client

• Explains how they are different

• Region specific

CONS

• Long

• Vague - digital solutions

• No emotional hook

• Positioned below the fold

A better value proposition might be:

RXP gives you an unfair advantage over the competition and improves

your bottom line, by providing creative and insightful digital transformation

services, backed by 20 years enterprise experience.

Learnings from RXP Services value proposition

| DIGITAL MARKETING 5 STEPS TO TAKE YOUR SOLUTION MARKETING TO ANOTHER LEVEL, AND GROW YOUR BUSINESS

IDENTIFY YOUR AUDIENCE STEP

3. / Build buyer personas and their buying journey

TIP 7.

• Buyer personas help you identify and define the ideal customer.

• Buyer journeys identify the steps your customer takes to purchase your service

and how you’ll engage them each step of the way.

| DIGITAL MARKETING 5 STEPS TO TAKE YOUR SOLUTION MARKETING TO ANOTHER LEVEL, AND GROW YOUR BUSINESS

MEET

PIPPA Role: What do they do on a daily basis?

Goals: What are their ambitions and objectives?

Challenges: What do they worry about?

Company: What is the size of their company, and which industry do they operate

in?

People surrounding them: What is the team structure, and who are the

influencers?

Hobbies & Interests: What do they do for fun?

Demographics: Age; Family; Education

Purchasing behaviour: How do they gather information, how do they make

purchase decisions, what frustrates them about your industry, what questions do they

usually ask about your product or service, and what are the alternative solutions to

your products?

Pippa is one of RXP’s personas.

Product

Manager

| DIGITAL MARKETING 5 STEPS TO TAKE YOUR SOLUTION MARKETING TO ANOTHER LEVEL, AND GROW YOUR BUSINESS

Awareness Researches how to deliver better customer support to her customers.

RXP Attracts Digital Platform Trends Series of eBooks, blogs, webinars

Consideration Considers call centre and AI solutions. Decides on Chatbots.

RXP Converts Whitepapers, brochures, explainer videos

Decision Needs a partner. Choose RXP for reputation, experience and expertise

RXP Closes Case studies, presentations, guidance apps

Post-sale Wants to stay ahead of the competition.

RXP Delights Industry updates, roundtable events, newsletters, how to videos

PIPPAS

BUYER JOURNEY

TO FIND A

SUPERIOR

CUSTOMER

SUPPORT

SOLUTION

| DIGITAL MARKETING 5 STEPS TO TAKE YOUR SOLUTION MARKETING TO ANOTHER LEVEL, AND GROW YOUR BUSINESS

MARKET YOUR SOLUTION RXP’s recognised chatbots are topical and beneficial to the persona, so they offered a

downloadable eBook in exchange for the customer’s contact details. STEP

4. / TIP 8 To attract an audience online, exchange something they ‘value’ for their contact details.

| DIGITAL MARKETING 5 STEPS TO TAKE YOUR SOLUTION MARKETING TO ANOTHER LEVEL, AND GROW YOUR BUSINESS

They are now a lead

| DIGITAL MARKETING 5 STEPS TO TAKE YOUR SOLUTION MARKETING TO ANOTHER LEVEL, AND GROW YOUR BUSINESS

TIP 9. Promote your assets across your website,

email newsletters, seminars and email signatures

TIP 10. Go big on Social Promotion to reach your Audience.

Use key staff to post across all their social media platforms and accelerate

results with paid social media.

| DIGITAL MARKETING 5 STEPS TO TAKE YOUR SOLUTION MARKETING TO ANOTHER LEVEL, AND GROW YOUR BUSINESS

SEO optimising content drives more traffic for free

TIP 11.

The top position on the Search Engine Results Page receives 30% of total clicks

| DIGITAL MARKETING 5 STEPS TO TAKE YOUR SOLUTION MARKETING TO ANOTHER LEVEL, AND GROW YOUR BUSINESS

Nurture leads until they’re ready to buy

TIP 12.

Marketing Automation emails give your leads the information

they need as they progress down the buyer's journey.

| DIGITAL MARKETING 5 STEPS TO TAKE YOUR SOLUTION MARKETING TO ANOTHER LEVEL, AND GROW YOUR BUSINESS

RXP Campaign Results

* Before any email marketing or paid promotion.

20% conversion and 15 new contacts.

15 contacts x 30% sales close rate x $150,000 avg sale =

$750,000 return.

Monitor and Optimize your Return

TIP 13.

| DIGITAL MARKETING 5 STEPS TO TAKE YOUR SOLUTION MARKETING TO ANOTHER LEVEL, AND GROW YOUR BUSINESS

BUILD A WEBSITE THAT CONVERTS LEADS Partners spend money on great looking websites, but skip the steps of

attracting visitors and making sure visitors can easily convert into leads. STEP

5. / If your website looks great, but is not converting

2% per 1000 visitors then it probably needs optimising

TIP 14.

| DIGITAL MARKETING 5 STEPS TO TAKE YOUR SOLUTION MARKETING TO ANOTHER LEVEL, AND GROW YOUR BUSINESS

RXP’s Home Page • No value proposition visible

• Nothing to entice users to engage

• No easy way to contact the company

• The subpages are better, but still have room to improve

Let’s compare this to an Australian Microsoft Partner that developed

a solution, excelled at marketing and expanded globally.

| DIGITAL MARKETING 5 STEPS TO TAKE YOUR SOLUTION MARKETING TO ANOTHER LEVEL, AND GROW YOUR BUSINESS

Nintex Home Page

BEST PRACTICE

• Strong value proposition

• Multiple offers

• Easy to engage with the company

• All the information a buyer needs - clear and succinct with action points

QUESTIONS?

Philip Scott 0428 811 780 philip@pipefuel.com.au www.linkedin.com/in/philipscottaustralia @Phil_Scott

TIP 16. Receive even more tips by downloading this presentation

https://goo.gl/sLRf5w