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INTRODUCTION
The Company corporate direction is to re-focus the majority of marketing resources and funding away from broad prospecting tactics and towards those that support a highly targeted account-marketing model. Field Marketing teams, for the most part, will deploy globally multi-staged marketing campaigns against a pre-defined set of target accounts in order to either 1) uncover new opportunities or 2) accelerate the sales cycle of pre-existing opportunities. ...
Key Changes to Marketing Model
• The basis of marketing’s focus will be on a set of priority target accounts that Field Marketing, in conjunction with Sales & Alliances, will identify on a continual basis.
• Marketing will execute only a select group of broad prospecting events. ... Revenue Class) will determine which marketing programs are appropriate.
• For Tier I and Tier II Markets, direct marketing/mail will be used sparingly – sales and partner organizations (with support from Field Marketing) will be responsible for extending event invitations to and ensuring attendance of contacts within target accounts.
Program Execution Requirements
For all Field Marketing tactics, the following execution requirements are mandatory:
• All planned tactics will have campaigns inputted into eBiz at least 2 weeks prior to execution of the tactic. ... in late stage one-on-one tactics) it is the joint responsibility of field marketing & sales to do these updates.
Marketing Program Funnel
The diagram below represents a high level view of the new marketing approach – marketing tactics have been mapped to the level of Company penetration within an account. ...
Marketing Programs Overview
Broad Prospecting
Accounts 100s
Revenue Class None
These tactics, usually conferences, tradeshows, etc have comprised a significant portion of The Company’ marketing in the past. ... Programs at this stage of the marketing funnel do support Horizontal & Corporate Messaging. ...
• Field sales must be committed to attend the event.
• Product Marketing must have prioritized the event as critical. ...
Lead Maturation
Accounts Few
Revenue Class Pipeline
Marketing programs in this stage help to ensure that existing opportunities are migrating down the sales pipeline by 1) extending reach within an opportunity by engaging other key influencers within a prospect’s organization and 2) continuing the conversations on a more targeted level with content more tailored to the specific overall business issues a common group of prospects are looking to resolve / improve. ...
Customer References • Provide real-life back up of Company’s success rate and focus on customer satisfaction
• Reference Days, Reference Calls, Reference Visits which showcase current successful implementations
Deal Closure
Accounts Single
Revenue Class Committed
At this stage of the sales cycle, where The Company and the account are in the negotiation process, Marketing will provide a series of tactics to help assist in developing and securing deeper executive relationships.
Tactics Secure Executive Relationships
Executive Dinners • Account, Company and Partner executives
• Build relationships and trust and drive deal closure
UserWeek VIP Programs • Special tracks to leverage User Week venue and Company Executive presence
• Customers case studies and live product demos
Customer Marketing
Customer marketing programs both 1) reinforce existing customer relationships and 2) create new cross-sell and up-sell opportunities into the install base through programs that educate and inform. ...
Hospitality Events • User-Week VIP Programs
• Sports Marketing and other Hospitality events
Install Base eDays • Cross-sell eDays: utilize existing implementation and sponsor to sell to other divisions
• Up-sell eDays: sell more products within existing implementation
THE IMPORTANCE OF CONTENT
As part of the shift towards targeted marketing, it is crucial that all of our tactics contain meaningful content that specifically speak to the business issues & pain points specific target customers face and the best practices to solve them. ...
Map the Content to the Discovery of a Customer’s Specific Needs
As prospects move down the marketing funnel from left to right, they should receive increasingly more targeted content that maps specifically to the level of information Company gathers as part of the discovery / qualification process.
Best Practices, Not Demos
The majority of The Company marketing tactics have been centered on both the Company Corporate Presentation and a Company product demo. Going forward, all content for target account marketing tactics should speak to the best practices that Company understands in developing, building, and maintaining successful relationships with customers, partners, & employees. ...
Marketing Programs Cost Summary
Please note: Costs given are maximum cost guidelines. ... Horizontal product marketing groups will drive product-specific best practice messaging through vertical web seminars.
Horizontal Web Seminars: Targets Tier 2 and Tier 3 accounts with horizontal best practice messaging - Sales, ERM, PRM, Service, Marketing, Analytics).
Program Goals
• Generate demand in Tier 1 target accounts with industry programs
• Prospect Tier 2 and Tier 3 accounts with broad, horizontal web seminars
• Drive GSA partner led opportunities
Pipeline Phase – Horizontal Web Seminars
Marketing Funnel Stage: Broad Prospecting
Revenue Class: No Opportunity
Pipeline Phase – Vertical Web Seminar
Marketing Funnel Stage: Target Account Prospecting
Revenue Class: No Opportunity/Demand Generation
Attendees and Logistics
• 150 attendees/300 contacts in the US; 100 attendees/ 200 contacts in APJ, EMEA, LACA (Horizontal Web Seminars)
• 50 attendees/ 100 contacts (Vertical Web Seminars). ... For Vertical Web Seminars, Company field sales and alliance partner will participate in the invite process. In some cases outside telemarketing may be used to augment the email invitations
• In some cases Company Direct Marketing will do additional invitation efforts outside the target lists with the goal of supporting general prospecting in <$1B accounts. ...
Sample Agenda – Web Seminar
Time Description
9:00am – 9:25am Best Practice Message or Real Time eBusiness Message
9:25am – 10:50am Partner Presentation
10:50am – 11:00am Q&A
PROGRAM DESCRIPTION—SYMPOSIUM (APJ, LACA & EMEA TIER II/III)
General Description
A Company Symposium is intended to communicate Company’s primary marketing message –multi-channel eBusiness to a broad audience. ... In these markets Company will have a small installed customer base, therefore Customer Marketing funds would be diverted and added to help drive a greater amount of broad prospecting. ...
Pipeline Phase
Marketing Funnel Stage: Broad Prospecting
Revenue Class: None
Attendees
Target of 500 senior executive(s), director level and above to attend and expect 750 contacts. ... 00 pm Breakout Sessions: Sales/Marketing/Service/Industry
3. ...
PROGRAM DESCRIPTION—EXECUTIVE SEMINAR
General Description
A Company Executive Seminar is intended to communicate Company’s primary marketing message –multi-channel eBusiness to a broad audience. ...
Pipeline Phase
Marketing Funnel Stage: Broad Prospecting
Revenue Class: None
Attendees
Target of 250 senior executive(s), director level and above, expecting 125 attendees. ...
1) With account mapping campaigns, teleprospecting is used to create in-depth, up-to-date account contact lists, augmenting target account mailing lists available through field sales and alliance partners. ...
These campaigns can be used to cost effectively extend the coverage of field sales. ...
Horizontal product marketing teams ensure product messaging (Marketing, Sales, Service, Analytics, PRM) is delivered through the vertical “dive” campaigns.
Program Goals
• Identify contact information and build lists within target accounts that can be used to drive attendance to field-driven prospecting events
• Profile pain points within target accounts and identify specific opportunities
Pipeline Phase
Marketing Funnel Stage: Target Prospecting
Revenue Class: No Opportunity
Cost
1) Account Mapping:
• Map key decision-makers in key US accounts across industries
• Target 600 accounts per quarter
• Costs vary by the number of SBU’s within target accounts
• Average cost of $6 per contact
2) Lead Development—“Dive” Campaigns:
• 100 (min) companies per vertical - $28,000
• Focus on top 100 accounts in particular vertical not included in account mapping campaigns
Sponsorship Benefits
Account mapping and dive campaigns are Company-only programs.
Approximate Word count = 6120
Approximate Pages = 24.5
(250 words per page double spaced)
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