Marketing and Sales     Strategy    December 5, 2011
ObjectivesGenerate demand for CS productsIncrease brand awarenessNew markets for current products      Footer text        ...
ObjectivesSustainabilityLaunch product marketing targeting new products thatdrive future growth       Footer text         ...
ObjectivesIncrease revenues throughout the society       Footer text                         11-Oct-10   4
S&M Team OrganizationS&M team focus on all productsConsistent, compelling messages and campaigns       Footer text        ...
S&M Team OrganizationReorganization of marketing teamExperienced contractors for higher quality and lower cost         Foo...
S&M Team OrganizationSales team compensation incentiveMarketing driven new business developmentTraining on all products   ...
StrategyElevate the brandImpacts demand for all products and membershipSociety and product messages with compelling values...
StrategyConcept: The one source for computing professionalswho are or want to be technology leadersProtect your future…fin...
StrategyNew tagline and about us positioning statementClear value proposition for each productGetting our experts out in s...
StrategyAll marketing programs, materials and collaterals withconsistent messaging, brandingFocus website on target market...
StrategyPartnershipsIncrease awareness, credibility and feet on the streetTarget partners: Microsoft; other software compa...
Potential New Packaged ProductsPositioning: Don’t be left behind….Be a TechnologyLeaderGoal: build a sense or urgency abou...
Potential New Packaged ProductsFeature a hot topic such as cloud on websiteLink to packaged product that could includepubl...
Industry FocusFeature a particular industry on the websiteLink to a packaged productCreate industry messaging and collater...
Industry FocusUsers communicate with each other and our expertsGenerates revenue selling a variety of productsOnce the com...
Global Community- a DifferentiatorRegional portals: EMEA; AsiaPac; India; South AmericaCommunication with our experts—onli...
Training & CertificationFocus certification campaigns on hiring companies aswell as universitiesBecome an online resource ...
ApplicationsDevelop a training program that’s like a video gameHuge potential market with all CAP prospects as well astier...
ApplicationsMembershipMobile application that allows members to renew anddownload content by topic       Footer text      ...
Software Solutions CentersSoftware engineers are the largest profession in our membershipother than academiaOffer practica...
Computer MicrositeLike spectrum.ieee.org, have a Computer microsite linking off thehomepageSignificant advertising revenue...
Product Marketing ProcessWorking closely with product team identify:Customer needsWhat problems are they trying to solveWh...
Product Marketing ProcessTime to marketCS differentiators and positioningCS product development capabilities and costGo to...
Marketing Campaigns -- CAPMarkets: tier 1 and mid-market technology intensivecompaniesFocus: How NGIS improved training in...
Marketing Campaign -- CPSCreate value proposition and differentiatorInclude a package of digital content on a related topi...
CertificationMarket: Hiring companiesInsure the quality of your outsourced developmentTarget list of companies that outsou...
Marketing Campaign -- CSDLTarget markets:Universities with CS departments globally—social mediaprogramsTechnology intensiv...
Build Your Career/Jobs BoardSpecific community forums—CIOs; softwareengineers; studentsPromotes certification, membership,...
Build Your Career/Jobs BoardBeef up the jobs board with an industry jobs feed initiallySales focus on industry jobsCreate ...
Marketing Campaigns-MembershipUse CS innovators and members with prestigiouspositions for email campaign quotes and videos...
Marketing Campaigns-New MembersTargeted email campaign to get CS professors globally to promotemembershipLeverage BOG memb...
Marketing Campaign ProcessMarketing statistics:5-15% of prospects purchase initially40% purchase within 12 months with reg...
Marketing Campaign ProcessAll leads go into database (Salesforce/Bronto) after initial campaign―A‖ leads directly to sales...
PR—Instant Awareness BuilderCreate newsworthy CS stories for placement in tier 1pressAlign press releases with marketing c...
WebsiteMain marketing delivery vehicleGoal: Increase traffic, credibility, sales User experience    Minimize homepage lo...
WebsiteCredibility and awareness builders Use of rotating video testimonials (for different  products) to drive interest ...
Sample Websiteshttp://www.sei.cmu.edu/http://www.cisco.com/http://www.intel.com/content/www/us/en/homepage.html           ...
Deliver the right message and the rightproducts to the right market at the right                  time                    ...
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Marketing & sales dec 6-11

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Marketing & sales dec 6-11

  1. 1. Marketing and Sales Strategy December 5, 2011
  2. 2. ObjectivesGenerate demand for CS productsIncrease brand awarenessNew markets for current products Footer text 11-Oct-10 2
  3. 3. ObjectivesSustainabilityLaunch product marketing targeting new products thatdrive future growth Footer text 11-Oct-10 3
  4. 4. ObjectivesIncrease revenues throughout the society Footer text 11-Oct-10 4
  5. 5. S&M Team OrganizationS&M team focus on all productsConsistent, compelling messages and campaigns Footer text 11-Oct-10 5
  6. 6. S&M Team OrganizationReorganization of marketing teamExperienced contractors for higher quality and lower cost Footer text 11-Oct-10 6
  7. 7. S&M Team OrganizationSales team compensation incentiveMarketing driven new business developmentTraining on all products Footer text 11-Oct-10 7
  8. 8. StrategyElevate the brandImpacts demand for all products and membershipSociety and product messages with compelling valuestatement and messages Footer text 11-Oct-10 8
  9. 9. StrategyConcept: The one source for computing professionalswho are or want to be technology leadersProtect your future…find it, know it, answer it atcomputer.org Footer text 11-Oct-10 9
  10. 10. StrategyNew tagline and about us positioning statementClear value proposition for each productGetting our experts out in social media & PRBlogs (With outside exposure—Word Press) Footer text 11-Oct-10 10
  11. 11. StrategyAll marketing programs, materials and collaterals withconsistent messaging, brandingFocus website on target markets, products and servicesOngoing marketing campaigns for existing & newproducts Footer text 11-Oct-10 11
  12. 12. StrategyPartnershipsIncrease awareness, credibility and feet on the streetTarget partners: Microsoft; other software companies;technology organizations Footer text 11-Oct-10 12
  13. 13. Potential New Packaged ProductsPositioning: Don’t be left behind….Be a TechnologyLeaderGoal: build a sense or urgency about purchasing CSproducts and/or membership Footer text 11-Oct-10 13
  14. 14. Potential New Packaged ProductsFeature a hot topic such as cloud on websiteLink to packaged product that could includepublications, CSDL, conference, webinarInclude analysis to add greater value Footer text 11-Oct-10 14
  15. 15. Industry FocusFeature a particular industry on the websiteLink to a packaged productCreate industry messaging and collaterals for CAPCreate a industry community Footer text 11-Oct-10 15
  16. 16. Industry FocusUsers communicate with each other and our expertsGenerates revenue selling a variety of productsOnce the community is established, users get 30 daysfree access, then we charge to be part of the community Footer text 11-Oct-10 16
  17. 17. Global Community- a DifferentiatorRegional portals: EMEA; AsiaPac; India; South AmericaCommunication with our experts—online & teleconferenceRegional specific packaged products can include certification Footer text 11-Oct-10 17
  18. 18. Training & CertificationFocus certification campaigns on hiring companies aswell as universitiesBecome an online resource for hiring companies Footer text 11-Oct-10 18
  19. 19. ApplicationsDevelop a training program that’s like a video gameHuge potential market with all CAP prospects as well astier 1 and midmarket software companies Footer text 11-Oct-10 19
  20. 20. ApplicationsMembershipMobile application that allows members to renew anddownload content by topic Footer text 11-Oct-10 20
  21. 21. Software Solutions CentersSoftware engineers are the largest profession in our membershipother than academiaOffer practical solution centers (SaaS, SC Risk Management)Information on solutions as well as analysis Footer text 11-Oct-10 21
  22. 22. Computer MicrositeLike spectrum.ieee.org, have a Computer microsite linking off thehomepageSignificant advertising revenue opportunitiesWould require ongoing editorial support Footer text 11-Oct-10 22
  23. 23. Product Marketing ProcessWorking closely with product team identify:Customer needsWhat problems are they trying to solveWho is the target market and what is the size of that market?What is the competitive situation? Footer text 11-Oct-10 23
  24. 24. Product Marketing ProcessTime to marketCS differentiators and positioningCS product development capabilities and costGo to market plan and market testUse MRD for the process and proof of concept Footer text 11-Oct-10 24
  25. 25. Marketing Campaigns -- CAPMarkets: tier 1 and mid-market technology intensivecompaniesFocus: How NGIS improved training in a cost-sensitiveeconomyProspects invited to a webinar with Neil in early FebSales team follow upSalesforce used for response marketing Footer text 11-Oct-10 25
  26. 26. Marketing Campaign -- CPSCreate value proposition and differentiatorInclude a package of digital content on a related topicTargeted email campaign to CS, IEEE and othertechnical conferences Footer text 11-Oct-10 26
  27. 27. CertificationMarket: Hiring companiesInsure the quality of your outsourced developmentTarget list of companies that outsourceTarget universities: leverage IEEE resources in Asia, India & Europe Footer text 11-Oct-10 27
  28. 28. Marketing Campaign -- CSDLTarget markets:Universities with CS departments globally—social mediaprogramsTechnology intensive industries – email and social media Footer text 11-Oct-10 28
  29. 29. Build Your Career/Jobs BoardSpecific community forums—CIOs; softwareengineers; studentsPromotes certification, membership, jobs board, etc.Work with partners for extra exposure and credibility Footer text 11-Oct-10 29
  30. 30. Build Your Career/Jobs BoardBeef up the jobs board with an industry jobs feed initiallySales focus on industry jobsCreate a virtual jobs fairTarget an email marketing campaign to corporations anduniversities Footer text 11-Oct-10 30
  31. 31. Marketing Campaigns-MembershipUse CS innovators and members with prestigiouspositions for email campaign quotes and videosVideos on the websiteTargeted, consistent social media campaign Footer text 11-Oct-10 31
  32. 32. Marketing Campaigns-New MembersTargeted email campaign to get CS professors globally to promotemembershipLeverage BOG members’ university and corporate connectionsTarget practitioners in technology intensive industriesContests Footer text 11-Oct-10 32
  33. 33. Marketing Campaign ProcessMarketing statistics:5-15% of prospects purchase initially40% purchase within 12 months with regular, targeted contact80-90% purchase after 24 months with regular contact Footer text 11-Oct-10 33
  34. 34. Marketing Campaign ProcessAll leads go into database (Salesforce/Bronto) after initial campaign―A‖ leads directly to sales team―B‖ leads get an email or other contact every 60 days with a free whitepaper, webinar invitation, article, etc.All leads in Salesforce are assigned to a sales rep who gets reports inlead activityr Footer text 11-Oct-10 34
  35. 35. PR—Instant Awareness BuilderCreate newsworthy CS stories for placement in tier 1pressAlign press releases with marketing campaignsIntegrate social media with PR and marketing campaigns Footer text 11-Oct-10 35
  36. 36. WebsiteMain marketing delivery vehicleGoal: Increase traffic, credibility, sales User experience  Minimize homepage load time and number of clicks to get to data Design—Key to brand recognition /traffic inside website  Redesign of homepage and other landing pages  Differentiate ourselves with compelling message and graphics Messages  Throughout the site every product area needs to be positioned with clear calls to action 11-Oct-10 36
  37. 37. WebsiteCredibility and awareness builders Use of rotating video testimonials (for different products) to drive interest and ultimately sales  How NGIS has improved training in a challenging market (Promotes CAP and other educational programs.)  Members with key positions in industry or innovators (Promotes membership.)  Short, focused videos with a call to action Expert Blogs on hot topics linked to WordPress SEO  Builds traffic, promotes brand, products 11-Oct-10 37
  38. 38. Sample Websiteshttp://www.sei.cmu.edu/http://www.cisco.com/http://www.intel.com/content/www/us/en/homepage.html 11-Oct-10 38
  39. 39. Deliver the right message and the rightproducts to the right market at the right time 11-Oct-10
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