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  • 05/12/10 06:48 ©2005 Microsoft Corporation. All rights reserved. This presentation is for informational purposes only. Microsoft makes no warranties, express or implied, in this summary. Direct Marketing Association Research Email has dropped, telemarketing has stayed consistently in second place. However, most telemarketing campaigns have some email or direct mail component to them as well, which boosts this percentage. Also, due to the high cost of the dimensional mailer, the target list tends to be more narrowly focused and thus will generally yield a higher percentage result. Arguably, catalogues and coupons are direct mail, so for BUSINESS TO BUSINESS marketing, the top lead generating activities are direct mail, telemarketing and email.
  • 05/12/10 06:48 ©2005 Microsoft Corporation. All rights reserved. This presentation is for informational purposes only. Microsoft makes no warranties, express or implied, in this summary.

Keynote Title Keynote Title Presentation Transcript

  • Pick Up The Pace! Microsoft Dynamics Marketing Resources
  • Welcome!
    • Intros
      • Cheryl Strege
      • The Partner Marketing Group, a marketing consulting resource for Microsoft Dynamics partners
    • And…
      • Who are you?
      • What do you do?
      • What do your customers love about your organization?
      • Dogs or cats?
  • Questions about Microsoft Resources?
    • Who?
    • What?
    • Where?
    • How?
    • When?
  • Objectives
    • Leverage the Microsoft resources to save you time and money getting your plan in-market.
      • Top #10: Where are they found, how and when should you use them?
    • Ask lots of questions, learn from each other.
    • Have fun and win prizes!
    • Your Objectives?
      • There are so many Microsoft resources. Which ones should I use, and how much do they cost?
      • What else?
  • Agenda
    • Microsoft Resources to Enable Your Marketing Success
      • Deep dives into RTGs, MPE, CTA, PVRC, PMC, CDF, MPC and more!
      • Vertical Marketing
    • Action Items
    • Summary: Next Steps
    • Types of Marketing: Overall Response Rates By Marketing Medium
    • Dimensional Mail (non-flat mailer) 5.49%
    • Telemarketing 5.45%
    • Direct Mail 2.73%
    • Email 2.31%
    • Catalog 2.23%
    • Coupons 1.77%
    • Radio 0.31%
    • Magazine 0.30%
    • Newspaper 0.15%
    • Source: DMA Direct Marketing Association 2006 Survey
    • www.the-dma.org
  • Microsoft Marketing Resources Ready to Jump In?
  • First Things First! #1: Join the Marketing Professional Community
    • Network of Marketing Peers for Best Practice Sharing
    • Monthly Web Seminars
    • Periodic Learning & Networking Opportunities
    • Distinction in Marketing Awards
    • Learn More and Register on the Community Site on PartnerSource: https://mbs.microsoft.com/partnersource/
    • communities/marketing/
  • Microsoft Dynamics Marketing Guide
      • Desktop reference of Microsoft Dynamics-specific marketing resources
      • Hard copy mailed to MPC members last Nov.
      • https://mbs.microsoft.com/downloads/partner/marketing/Resources/FY08_Marketing_Guide.pdf
    • Microsoft Dynamics Quick Reference Sheet
      • Two-page ‘cheat sheet’ of available resources
      • https://mbs.microsoft.com/partnersource/communities/marketing/resources/marketingcreativeresources/quickref.htm
  • Marketing Learning Plan
    • Five step plan to marketing with Microsoft
    • Contains almost all of the resources I’ll talk about today
    • Contains extensive listing of on-demand webcasts (excellent topics)
    • Will be updated this fall (has been mailed, in past years, to the MPC)
    • https://mbs.microsoft.com/partnersource/communities/marketing/marketingreadiness/learningplan.htm
  • #2: Partner Solution Profiler https://partner.microsoft.com/40020720
    • When you profile your solutions and services, you can promote them to the more than 70,000 customers who search Microsoft.com for technology experts every month.
    • Site where your profile is populated:
      • Partner Finder
      • Microsoft Communications Sector Directory
      • Microsoft Dynamics website
      • Microsoft Midsize Business Center
      • Microsoft People-Ready campaign
      • Solution Finder website
      • SQL Server website
      • Windows Marketplace
    Remember: who are you, what do you do, why do your customers love you?
  • #3: Executing Marketing Campaigns
    • Microsoft Ready-to-Go Campaigns are easy to use marketing materials and services that can help you identify sales opportunities, generate demand, and grow your customer base.
    • With these customizable direct marketing templates, event resources, and sales tools you can easily tailor a Ready-to-Go Campaign to the specific needs of your business.
    • Microsoft will handle list purchasing, printing, postage, sorting, and mailing.
    https://partner.microsoft.com/us/readytogo
  • Ready-To-Go’s
    • Everything You Need, In One Place
      • Campaign Overview, List Selection, Communication Outreach, Lead Nurturing, and Sales Conversion material for a specific campaign… all in one place; you customize the material, and the Ready-to-Go Campaign will help you get it out the door.
    • The Right Content For Your Business Needs
      • Microsoft has tailored a Ready-to-Go version for you, based on your marketing and business needs as you profile yourself, using multiple tactics and touches (Direct Mail, Email, Events, Telemarketing, Online and Web).
    • Targeted Prospect Criteria and Lists
      • Access to exclusive Microsoft approved and used list sources with access to over 15.7 million potential contacts to go to market more efficiently.
  • RTG Content Description
    • Marketing Readiness
      • PPT decks
      • Messaging framework
    • Sales Readiness
      • Webcast
      • Quick reference cards
    • Website content and online marketing
      • Website copy
      • Web buttons and banners
      • Paid search campaigns
    • Mailing Formats (postcard, letter, email)
    • Offers:
      • Brochures
      • Case Studies
      • Whitepapers
    • Telesales Call Guide
    • Assessment Worksheet
    • And more!
  • Ready-to-Go Microsoft Dynamics Financials Letter
  • How I Would Use RTGs
    • Wealth of downloadable resources I can customize
    • Offers for my marketing campaigns such as Evaluating Financial Management whitepaper and new CRM product guides, CRM customer showcase video, etc.
    • Assessment worksheets and other tools
    • List counts
    • Upload your own list to the site for a mailing
    • Case reference builder
    Marketing Desk: http://www.mspartnerdirect.com/mktghelp/
  • #4: Case Reference Builder
    • Happy customers are one of your most effective sales and marketing tools.
    • Use this template to quickly create a case study on an interesting customer story.
    • Receive a high quality pdf (no charge) or have Microsoft print it for you!
    http://www.mspartnerdirect.com/action/microsoft/site/catalog/piece/Piece View?pieceID=273&sourceCampaignID=263
  • Watch for This
    • List is primarily InfoUSA.
    • Very little customization partners can make to the direct mail pieces.
    • Difficult to “sell” the offer in the letter since there’s little space for it (but mentions Microsoft Dynamics CRM eight times).
    • Financial Management campaign has one offer, CRM campaign doesn’t have any.
    • Difficult to nurture prospects if you use RTGs for a one-time campaign. Best option is to upload your own list.
  • #5: Microsoft Partner Events
    • Microsoft Partner Events program provides tools, content, and services to help you plan, deliver, and measure your own events
    • Jump Start webcasts
    • Click-to-Attend
    www.microsoftpartnerevents.com
  • Jump Start Webcasts
    • How many deliver regularly scheduled webcasts to your prospects and customers?
    • It can be a challenge. You have to…
      • Purchase and setup the meeting software
      • Develop a topic
      • Create the presentation
      • Practice delivering the presentation
      • Execute the lead generation efforts to drive registrants/ attendees
      • Create a registration landing page
    • Not any more!
  • Jump Start Webcasts
    • Use the Jump Start Series to Add Prospect Webcast Events to Your Marketing Mix and Accelerate Your Pipeline
      • “ Jump Start” webcast series allows you to quickly and easily set up a confidential “Click-to-Attend” personalized registration site for any of the webcast topics.
      • Any prospects and customers you drive to the events remain private on your Click-to-Attend site and are not at risk to be reassigned to other partners.
      • Webcast presenters are Microsoft Dynamics Partner Technical Specialists with a deep knowledge of their topic and years of presentation experience.
      • Partner Experience:
        • “ Setting up our own webcast program would be too time consuming, and we don’t really have the resources to set up our own webcasts.” Jump Start has made it easy to focus time, and marketing dollars, on getting the message in front of the prospect.
  • Jump Start Webcasts
    • Topics:
      • How Microsoft Dynamics GP Can Help If You Have Outgrown QuickBooks
      • Microsoft Dynamics GP Can Help If You Have Outgrown Your Current Accounting Software
      • Grow Your Business with Microsoft Dynamics CRM
      • Session 1: Use  Microsoft Dynamics AX to Improve Your User's Productivity with Familiar Tools
      • Session 2: Use  Microsoft Dynamics AX to Manage Rapidly Changing Demands That Affect How You Compete
      • Session 1: Use  Microsoft Dynamics NAV  to Effectively Manage Operations (Finance through Production Planning) by Leveraging  an Integrated Business Solution
      • Session 2: Learn how Microsoft Dynamics NAV Can Help You Leverage Technology to Optimize and Connect Your Business
  • Jump Start Webcasts
    • Use the Jump Start webcast Series to…
      • Reach a larger number of potential prospects and customers in your target market.
      • Add monthly webcasts to your marketing calendar to fill any gaps in your marketing strategy and increase awareness of the solutions you deliver.
      • Leverage the professionally developed and presented topics to drive your prospects to the close.
      • Lastly, there’s no cost to participate!
    • Learn more and view the monthly schedule at: https://mbs.microsoft.com/partnersource/communities/marketing/marketingreadiness/JumpStart.htm
  • Click to Attend Registration Site
    • Free website you can use to take registrations for events such as Jump Starts, User Groups, Lunch-n-Learns or any other event.
    • Just set up your event on www.microsoftpartnerevents.com and Click to Attend will automatically be populated with your information.
  • #6: Customer Campaigns on the Partner Marketing Center
    • Site for “self-service” marketing tools, templates, and planning resources.
    • Designed for all partners
    • https://partner.microsoft.com/global/40019331
  • Profile Your Company’s Marketing Needs and Experience
  • Variety of Campaigns Available
  • Business Solutions
  • #7: Content for Marketers – ISV Site
    • ISV Website
      • Marketer Resources: http://microsoft.mrmpslc.com/USISV/resources.aspx
      • ISV Telesales Service: http://usisvmarketing.com/isvtelesales/
    • Excellent online marketing resources, such as SEO and SEM
    http://microsoft.mrmpslc.com/USISV / GREAT!
  • Online Marketing Resources
    • Save on Insider’s Guide to Search Engine Marketing
      • Learn how to achieve better search-engine rankings, how to set up and manage a pay-per-click advertising program, and more. Take this self-paced course by SEMPO Institute, a US$399 value offered exclusively to Microsoft partners for US$25. Use coupon code MSWWP08.
    • Website Optimization
    • Search Engine Optimization
    • Search Engine Marketing
    • Web Analytics
    • Email Marketing
    • Webinars and Webcasts
    • Social Networks
    https://partner.microsoft.com/global/40073322 EXCELLENT!
  • #8: Offers, Offers, Offers!
    • An offer motivates a prospect or a customer to respond.
    • When responding, whether it’s by email, business reply, phone, or fax, they give up some piece of information in exchange for the offer.
    • Offers vary by sales stage. An offer for a demo is inappropriate at the beginning of the relationship.
    • Good offers at the beginning of the sales cycle are generally educational in nature: whitepapers, industry reports, analyst reports, etc.
    • Do not send out a direct marketing campaign without a strong offer – in general, you’re wasting your time and money.
    • Lastly, “a salesperson will call” is not a good offer.
  • Where Do I Find Offers?
    • “ How Smart Marketers Craft Compelling Offers
      • http://www.msreadiness.com/CourseDetail.aspx?id=5325
    • Partner Vertical Resource Center (PVRC)
      • https://partner.microsoft.com/40020485?msp_id=vertical
    • Partner Marketing Center
      • https://partner.microsoft.com/global/salesmarketingsection/smcampaigns
    • Drive Real World Business Processes Campaign
      • https://partner.microsoft.com/global/salesmarketingsection/40028350
    • Offer Summary Sheet
      • https://mbs.microsoft.com/partnersource/resources/pricing/campaigns/addon/NorthAmericanOfferCouncilSummarySheet.htm
    • www. MicrosoftIncentives.com
  • Amp It Up https://mbs.microsoft.com/partnersource/ampitup.htm
  • Where Else?
    • The Microsoft Dynamics public website!
      • www.microsoft.com/dynamics
    • The Midsize Business Center
      • http://www.microsoft.com/midsizebusiness/default.mspx?Wt_svl=msbclnav
    • Partner Marketing Center
    • Microsoft Worldwide Events (WWE)
      • http://www.microsoft.com/events/series/momentum.aspx
    • Harvard Business Review
      • www.hbr.org
  • Microsoft Small Business Solution Guide
    • Be ready for your next sales call on small and midsize business customers with the Microsoft Small Business Guide.
      • This two-pocket folder contains 10 brochures that describe how Microsoft solutions can help your customers run their businesses better.
      • See relevant solutions for 10 activities common to your small-business customers—including finances and accounting, desktop productivity, and sales and marketing.
      • Just print it and insert your business card and company description, and you’re ready to go.
    • https://partner.microsoft.com/global/40030082
  • Vertical Marketing Why?
  • What’s Better About Vertical Marketing?
    • Increase sales velocity
    • - Gain rapid credibility with business decision makers (BDMs)
    • - Increase your close ratio
    • Shorten the sales cycle
    • - Quickly uncover key company and vertical market needs that drive acquisition decisions
    • - Create a greater sense of urgency with your prospects
    • Increase the average price of your solutions
    • - Identify more areas of latent pain that can be addressed through your vertical solutions
  • How Do I Market Vertically?
    • Identify your target prospects
    • Write your messaging/pain points
    • Get your message out via industry events, newsletters, association lists
    • Use the PVRC (Partner Vertical Resource Center) for messaging
    • Use First Research for in-depth knowledge
    • Measure your success
  • Example
  • #9: Partner Vertical Resource Center
    • For Microsoft Partners who sell ERP or the CRM products.
    • Great industry or vertical content !
    • Excellent source for whitepapers, direct mail templates, e-mail templates, presentations and more.
    https://partner.microsoft.com/40020485?msp_id=vertical
  •  
      • https://partner.microsoft.com/verticalmarketing
  • Vertical Resources
    • First Research
      • Provides industry intelligence designed specifically for sales and marketing professionals.
      • Software companies like Microsoft and Microsoft partners use First Research to help them get up to speed quickly and stay current on an industry.
        • Build credibility
        • Speak more strategically with C-level execs and business owners,
        • Differentiate yourself from the competition so you can win more business!
    • An annual subscription provides unlimited access to Industry Profiles, Call Prep Sheets, Email Alerts and 50 State Profiles.
    (DEMO)
  • Other Vertical Resources
    • Vertical Marketing How To Guide
      • https://partner.microsoft.com/40022680
    • Microsoft Dynamics public website
      • http://www.microsoft.com/dynamics/industry/default.mspx
    • Microsoft Industry Solutions
      • http://www.microsoft.com/business/industry.mspx
    • PartnerSource
      • https://mbs.microsoft.com/partnersource/gtm
    • Sales Scenarios
      • https://partner.microsoft.com/40020496
  • Sales Scenario Example
  • One Final Point
    • Vertical marketing is not the same as vertical sales.
    • Given a finite set of resources (money & time being at the top of the list), you can only market to a certain number of prospects.
    • However, you can SELL to whomever you want!
  • Before I Wrap…#10
    • Campaign Development Funds
      • U.S. Gold Certified and Certified Microsoft Partners with the MBS Competency as of January 1, 2008 are eligible to earn Campaign Development Funds.
      • Campaign Development Funds (CDF) are intended to provide assistance for marketing activities.  Eligible campaign activities include advertising, direct mail, telemarketing, tradeshows, customer events and seminars that support the sale of Microsoft Dynamics solutions.
      • Enter your FY09 YEAR-LONG plan by October 31, 2008 to avoid forfeiting your funds.
    • https://mbs.microsoft.com/partnersource/communities/marketing/news/CDF.htm
  • Steps to Using Your Funds www.mscampaignfunds.com
  • Finding Your Account Balance
    • Your account balance is displayed in the administration tool at www.mscampaignfunds.com
  • Other
    • Microsoft Incentives
      • www.microsoftincentives.com
    • Tradeshows – New booths customized with your logo and tagline! (RMS graphics recently added)
      • https://www.microsoftpartnerevents.com/partners/TradeShow_Booth.aspx
    • Business Data
      • http://www.manta.com/mb
    • Photos
      • Microsoft Photo Library
        • https://partner.microsoft.com/US/salesmarketingsection/smgraphics/giphotolibrary
      • Office Online
        • http://office.microsoft.com/en-us/clipart/default.aspx
      • iStockPhoto.com
  • Summary: Next Steps
    • Join the Marketing Professional Community (MPC)
    • Attend the MPC webcast on the 2 nd Tuesday of each month
    • Complete your Marketing Plan
    • Create an Annual/Quarterly Planning Calendar
    • Use the Microsoft resources (such as Jump Start webcasts on www.microsoftpartnerevents.com , or the PVRC resources you can customize) to accelerate your plan and add to your calendar
    • Walk away from today with 3-5 ideas you will implement.
    • Network with other marketing professionals at The Partner Event, learn how they’re facing their own marketing challenges.
  • If You Need More Help…
    • The Partner Marketing Group
      • Virtual Marketing Director Program at www.thepartnermarketinggroup.com
      • Other Services
        • Marketing Resource Desk
        • Marketing Collateral Audit
        • Outsourced Project Management
        • Newsletter content subscription service (coming soon)
        • And more.
    Free Partner Channel magazine subscription: http://www.thepartnerchannel.com/register.asp
  • My Offer to You
    • FREE Marketing Audit to the first 10 partners who sign up via the “Contact Us” page at http://www.thepartnermarketinggroup.com/ contact.php
    • $750 value
    • Will review up to 5 pieces of content such as direct mail, event invitations, company brochure
  • Questions?
    • Contact your PAM or Dynamics marketing specialist ($$ in the areas/regions)
    • Contact the Partner Resource Desk (PRD) at [email_address] .
    • [email_address]
    • [email_address]
      • 605-574-9432
  • Please complete your evaluation.