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Demand Generation Tips For IT Pros: Strategies, Tactics & Tools For Winning New Business
 

Demand Generation Tips For IT Pros: Strategies, Tactics & Tools For Winning New Business

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This presentation, delivered by Bob Vogel of Autotask and Kevin Brown of Kutenda, covers the following topics geared toward IT Service providers:...

This presentation, delivered by Bob Vogel of Autotask and Kevin Brown of Kutenda, covers the following topics geared toward IT Service providers:

* The importance of your marketing strategy

* Advanced online demand generation tactics

* How to get it done with Marketing-as-a-Service

* How to manage the leads you generate

*Special offers from Kutenda & Autotask

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    Demand Generation Tips For IT Pros: Strategies, Tactics & Tools For Winning New Business Demand Generation Tips For IT Pros: Strategies, Tactics & Tools For Winning New Business Presentation Transcript

    • A U T O T A S K A C A D E M Y W E B I N A RDemand Generation For IT Pros Strategies, Tactics & Tools PRESENTER: PRESENTER: Bob Vogel Kevin Brown Executive Director Vice President Demand Generation Kutenda Autotask Corporation Copyright ©Autotask Corp.
    • A U T O T A S K A C A D E M Y W E B I N A R AgendaThe importance of your marketing strategyAdvanced online demand generation tacticsHow to get it done with Marketing-as-a-ServiceHow to manage the leads you generateSpecial offers from Kutenda & Autotask
    • A U T O T A S K A C A D E M Y W E B I N A R About Your PresenterBob’s Health check Point experience Nearly 25+ years of marketing A 15+ running own high tech marketing firm in upstate NY 5+ years as VP of tech marketing at global DM agency 5+ years building Autotask’s lead generation engine Author of hundreds of articles and blog posts on various marketing subject Member of a small marketing consultancy group that works with IT service companies
    • A U T O T A S K A C A D E M Y W E B I N A RWhat is YOUR single biggest business issue today? Contracts and Coordinating scheduling Accurate and timely reporting billing workflow and dispatch and business metrics 9% 3% 5% Delivering your managed services 10% Accessing all of my business data in one place Getting your 5% business organized 10% Winning new customers 20% Improving profitability 12% Improving services workflow Increasing tech efficiency 17% 9%
    • A U T O T A S K A C A D E M Y W E B I N A RWhat’s Your Marketing Strategy? Sun-Tzu Robert E. Wood“Strategy without tactics is “Business is like war in onethe slowest route to victory. respect. If its grand strategy isTactics without strategy is correct, any number of tacticalthe noise before defeat.” errors can be made and yet the enterprise proves successful.”
    • A U T O T A S K A C A D E M Y W E B I N A R“Marketing strategy is the underlying planfor taking your offering to your targetedprospects.” --Bob Vogel
    • A U T O T A S K A C A D E M Y W E B I N A R Bob’s 5-Step Marketing Strategy1. Clearly define your market2. Define your products and services3. Identify your routes to market4. Create a compelling position & message5. Create a sales process and automate it
    • A U T O T A S K A C A D E M Y W E B I N A R Step 1: Define Your MarketStep 1: Define Your Market Questions to Ask Do you have an unambiguous and clear definition of your market? Have you identified AND quantified the real needs of your target market(s)? Have you validated that your targets are true groups of potential customers with the same or similar needs? Have you identified a profile or “persona” of the key decision makers and influencers you will be selling to? Do you know how to reach them?
    • A U T O T A S K A C A D E M Y W E B I N A R Step 2: Define Your OfferingsBob’s Health check Point B Questions to Ask Do you have a well defined set of products and/or services? Have you determined the real VALUE to your prospective customers? Have you evaluated your competition? Is what you have to offer truly unique? Improve your network’s Have you determined the price performance with sensitivity of your offerings? TurtleBoost™ Have you created a catalog of your offerings?
    • A U T O T A S K A C A D E M Y W E B I N A R A crazy quilt of things you can sell “What makes you different?” CLOUD PC/Server Mobility Sales Solutions Consumer Electronics POS Data Capture Break/Fix Hosting Services Digital Cloud Disaster Signage Consulting Computing Recovery Inventory Services Document Business RFID, Bar Code PC/Server Imaging Applications Home Infrastructure Virtualization Custom Builder Training Automation Implementation Pro A/V Education Managed Video Unified Managed Print Communications Services Security Networking Security VoIP Green IT Video Surveillance Wireless Data Protection Custom Telecommunications Software Backup/Recovery Internet Services Solutions & Development Storage Sales# of Competitors 70,000             50,000 30,000 10,000               1,000
    • A U T O T A S K A C A D E M Y W E B I N A RStep 3. Identify Your Routes To MarketBob’s Health check Point C Questions to Ask Are you tapping into all available marketing channels? Direct Marketing (e-mail, direct mail, telemarketing, events) Advertising (online, social media, print, radio) Networking, referral programs & Public Relations Seminars and webinars For DM: Test. Test. Test! For Advertising – let it roll!
    • A U T O T A S K A C A D E M Y W E B I N A RStep 4: Create A Compelling MessageBob’s Health check Point D Questions to Ask Have you determined the real benefits of your offerings? break-fix is dumb. Have you created a clear and now delivering managed services compelling way to deliver your acmeIT message? Are your communications professional looking and sounding? Have you developed methods for staying in touch with your prospects on a regular basis?
    • A U T O T A S K A C A D E M Y W E B I N A R Our Next Presenter Kevin Brown VP Sales Kutenda
    • A U T O T A S K A C A D E M Y W E B I N A R Advanced Demand Generation TacticsStep 1: Create a lead capturing websiteStep 2: Drive leads to your siteStep 3: Automate your follow-up
    • A U T O T A S K A C A D E M Y W E B I N A R Step #1Create a website that converts visitors into leadsWhat’s the first thing a prospective customer doesbefore or after a sales call? They look at your website…
    • A U T O T A S K A C A D E M Y W E B I N A RAn effective website: Has a way for visitors to opt-in Has a clear message for a targeted audience Clearly communicates the value and benefits of your product or service Has a clear call to action that applies to your overall sales process
    • A U T O T A S K A C A D E M Y W E B I N A RTest! Don’t GuessAttentionWizard.com Predictive attention measurement Allows you to know if your website strategy & layout will be effective before actually launching it Not perfect – but a good head start
    • A U T O T A S K A C A D E M Y W E B I N A R
    • A U T O T A S K A C A D E M Y W E B I N A RGoogle Website Optimizer Multivariate testing of elements on your site Allows you to test offers, copy, pictures, colors- anything! Put in the variables Get real results
    • A U T O T A S K A C A D E M Y W E B I N A R Step #2Drive leads to your site using every trick in the bookLiterally EVERY trick! Business cards Direct mail SEO Yes…Social Media Email
    • A U T O T A S K A C A D E M Y W E B I N A RWhat works best today?Internet marketing is cost-effective and outperformstraditional media.
    • A U T O T A S K A C A D E M Y W E B I N A RSEOWhy focus on SEO? FREE(don’t pay search engines, does take time) Traffic is always growing PPC is getting more expensive and competitive With the right strategy you can improve your page rank
    • A U T O T A S K A C A D E M Y W E B I N A RKey Concept: Google’s #1 factor for success as a company is for people to find exactly what they are searching for. Relevancy
    • A U T O T A S K A C A D E M Y W E B I N A RHow to get relevant in SEO? Optimize your content with keywords Build a site with proper structure Coded to attract search engines Keywords within the content Keywords in meta information Create and distribute content Generate activity Get links to your site
    • A U T O T A S K A C A D E M Y W E B I N A RWhat is a keyword? A word or phrase used to search for information online.
    • A U T O T A S K A C A D E M Y W E B I N A RKey Concept: Find keywords that are specific enough to match your potential customer’s intent but broad enough to have substantial search volume.
    • A U T O T A S K A C A D E M Y W E B I N A R
    • A U T O T A S K A C A D E M Y W E B I N A RKey Concept:Focus – by definition – means getting narrow.You can’t be all things to all people!
    • A U T O T A S K A C A D E M Y W E B I N A RMake sure you… Refer to your products/services the way your customers would – not the way you do! Limit each page to no more than 3 keywords Get local Be realistic about where you can compete
    • A U T O T A S K A C A D E M Y W E B I N A RUsing video for SEO Google loves video
    • A U T O T A S K A C A D E M Y W E B I N A RMake sure you… Keep videos short and simple Focus on distribution Distribute everywhere with: www.trafficgeyser.com Optimize video titles and descriptions with keywords
    • A U T O T A S K A C A D E M Y W E B I N A RLeverage your videos as content in 5 easy steps:1. Create a video2. Pull out the audio3. Have the audio transcribed into text4. Spin the text5. Publish!
    • A U T O T A S K A C A D E M Y W E B I N A RUsing local for SEO Customers love doing business locally
    • A U T O T A S K A C A D E M Y W E B I N A RWhere to get started:Google Places: places.google.com/businessYahoo Local: listings.local.yahoo.comBing Local Listings: ttps://ssl.bing.com/listings/ListingCenter.aspx
    • A U T O T A S K A C A D E M Y W E B I N A RSocial MediaYes… Social Media! Build a social profile (Ideally for you and your company) Social is being included in search results (this will grow)
    • A U T O T A S K A C A D E M Y W E B I N A RBest ways to use Social Media Facebook, Twitter, LinkedIn are “Big 3” YouTube and your blog are social sites Lighten the load: use tools to automate posting (i.e. Posterous) Try to be interesting: focus on intriguing headlines
    • A U T O T A S K A C A D E M Y W E B I N A R Step #3Automate follow-up to nurture prospects and customersKey concept #1:The longer the sales cycle, the more frequently you must be in front of your prospect.Key concept #2: Marketers need to contact their leads approximately 8 times to optimize their conversions.*Marketing Experiments: A Proven “Playbook” for Growing Your Leads
    • A U T O T A S K A C A D E M Y W E B I N A REmail is the tool of choice: Email gets attention Email can be 1-on-1 or 1-to-many Email can be pre-scheduled and automated Email is fast and practically free
    • A U T O T A S K A C A D E M Y W E B I N A RMake sure you: Build your list online and offline Get your prospects to come to you Offer something of value Capture the information you need to continue with the next step in your sales sequence
    • A U T O T A S K A C A D E M Y W E B I N A REmail best practices: Nurture – build relationships over time Send email from a real person – not “marketing@gmail.com” Keep format simple – text is best Have a ‘valuable’ call to action Don’t ask for too much…email opens the door it doesn’t close the deal!
    • A U T O T A S K A C A D E M Y W E B I N A RBefore it can be read, it must be opened!Split test! Subject line #1: “The best present for your company this holiday season” .53% Subject line #2: “Peace of mind for the holidays?” .76% Subject line #3: “A busy holiday season?” 1.6%
    • A U T O T A S K A C A D E M Y W E B I N A R Now at Kutenda:We do all this for you – and more!
    • A U T O T A S K A C A D E M Y W E B I N A RProven professional grade marketingdesigned specifically to market the products &services you sellHave our team of marketing experts:  Market your business Execute proven strategies Deliver results 
    • A U T O T A S K A C A D E M Y W E B I N A RThank you, Kevin!
    • A U T O T A S K A C A D E M Y W E B I N A R Bob’s 5-Step Marketing Strategy 1. Identify your target(s) 2. Define your offerings 3. Pick your routes to market 4. Create a compelling message 5. Develop a sales process and automate it “Business is like war in one“Strategy without tactics is the respect. If its grand strategy isslowest route to victory. Tactics correct, any number of tacticalwithout strategy is the noise errors can be made and yet the enterprise proves successful.”before defeat.” Sun-Tzu Robert E. Wood
    • A U T O T A S K A C A D E M Y W E B I N A R Step 5. Create A Sales Process … … and Automate itBob’s Health check Point E Have you established your sales cycle? Have you established predictable conversion rates at each step? Have you established an acceptable cost per lead? Do you have the systems in place to execute and maintain an ongoing marketing program, and to measure the results?
    • A U T O T A S K A C A D E M Y W E B I N A R The Sales & Marketing SiloMarketing DatabaseYour Web  Site
    • A U T O T A S K A C A D E M Y W E B I N A RManage Marketing While You Manage The Business! Suspects Leads & Customers Your Web  Site
    • A U T O T A S K A C A D E M Y W E B I N A RManage Marketing While You Manage The Business! 3rd Party  mail lists To  Sales  Notes do’s Opps Quotes Leads & Customers Projects Your Web  Site Time &  Service  Reports Invoices Expense Desk
    • A U T O T A S K A C A D E M Y W E B I N A R What you get with Autotask Autotask Go! Starting at just $29/mo Full Contact Management Full Service Desk Integrated BillingAutotask Pro =Go! + … Value Added Extras! Project Management Built-in Online Community Sale Force Automation Free RMM Integration Live Customer Support Built-in e-Quoting 2-Way Kutenda Integration Timesheet & Expense Mgt
    • A U T O T A S K A C A D E M Y W E B I N A RTop-Rated Marketing Kit Your Kit Includes: Digital web site seal White paper ® BusinessWeek reprint 3-Part e-mail campaign Customer letter All “Kutenda-ready” You schedule, it goes Autotask Customers ONLY!
    • A U T O T A S K A C A D E M Y W E B I N A RSign up for Kutenda Ignite servicetoday & get a list of up to 500contacts in your area!*Autotask Partners – Get a fully-integrated, “Kutenda-Ready” Top-Rated Service Provider Marketing KitTo redeem: Email sales@kutenda.comor call 303-416-4727*Total contacts provided may be less depending on number of prospects in your geography
    • A U T O T A S K A C A D E M Y W E B I N A R REGISTRATION! $249 Per Attendee - Expires 3/31 Reduced conference admission - This is a limited time offer for Autotask customers and we expect this event to sell out fast, so act quickly before the offer expires. ……………………………………………. AGENDA HIGHLIGHTS • CompTIA IT Business-Building Sessions • Best-Selling Author Jackie Frieberg presents "Blowing the Doors Off IT Business As Usual“ • Special Breakout Sessions with author Larry Kesslin and Paul Meyer2011 WORLDWIDE CUSTOMER CONFERENCE • Special "How I Did It" Case Study Sessions INTERCONTINENTAL HOTEL • Dozens of Individual Product Training Sessions MIAMI, FL - MAY 22-24 . • Autotask Vertical Solutions Showcase Hurry This Deal Won’t Last! autotaskcommunitylive.com
    • A U T O T A S K A C A D E M Y W E B I N A R Thanks! Questions?More Info on More Info onVisit: Autotask Go:KutendaForMSPs.com/package_ignite www.autotask.com/goContact: Autotask Pro: Kevin Brown sales@autotask.com VP of Sales Mention Kutenda 303.416.4732 Contact: kbrown@kutenda.com www.Kutenda.com Bob Vogel Follow us on Twitter: @kutenda Exec. Dir. Demand Gen 518-720-3500 ext. 2201 bvogel@autotask.com