Afri-Tech 2011 Digital Strategy 101

Christopher Harmon Principal theBATstudio chris@thebatstudio.com linkedIn: h=p://www.linkedin.com/in/cjharmon twi=er: cjharmonDigital Strategy 101 for SaaSLessons from the Front Line: • Building a Brand Platform • 3 Mistakes to Avoid • 3 Routes to Success AFRI-TECH SUMMIT 2011 | 1

Brand, Art & TechnologyStrategy, design and interactive consulting that realizes tangible business value.• US-Based ®• 80/20 US vs International Clientele• Recognized as a top-agency by B2B Magazine• 10+ of top 20 SaaS Companies• Virtual Organization AFRI-TECH SUMMIT 2011 | 2

AFRI-TECH SUMMIT 2011 | 3

In Marketo’s first four years, they havebeen averaging 400% year-on-year growth. AFRI-TECH SUMMIT 2011 | 6

Digital Strategy 101 > Agenda• Building a Brand Platform ® > A Peek at Brand Synthesis• 3 Mistakes to Avoid > Learn from the mistakes of others• 3 Routes to Success > Micro Case-Studies AFRI-TECH SUMMIT 2011 | 7

Building a Brand Platform ®A Peek at Brand Synthesis AFRI-TECH SUMMIT 2011 | 8

3 Mistakes to AvoidLearn from the mistakes of others AFRI-TECH SUMMIT 2011 | 11

Mistake #1: The Belly Button• 95% of B2B companies focus on what they offer - not what the customer needs• This results in ➡ Complex Messaging ➡ Rigid Business Models ➡ Nearer-term Plateaus ➡ Decreased Barriers to Entry• B2B Buyers want you to: ➡ Speak to their unique pain ➡ Provide a clear and differentiated benefit ➡ Help sell-in to organization AFRI-TECH SUMMIT 2011 | 12

Mistake #1: The Belly Button• 95% of B2B companies focus on what they offer - not what the customer needs• This results in ➡ Complex Messaging ➡ Rigid Business Models ➡ Nearer-term Plateaus ➡ Decreased Barriers to Entry AFRI-TECH SUMMIT 2011 | 13

Mistake #1: The Belly Button• 95% of B2B companies focus on what they offer - not what the customer needs• This results in ➡ Complex Messaging ➡ Rigid Business Models ➡ Nearer-term Plateaus ➡ Decreased Barriers to Entry• B2B Buyers want you to: ➡ Speak to their unique pain ➡ Provide a clear and differentiated benefit ➡ Help sell-in to organization AFRI-TECH SUMMIT 2011 | 14

Mistake #2: Image is Everything• Yes it does... When you’re: ➡ Selling status• B2B Buyers are driven by ➡ Reputation ➡ Results ➡ Price Simple, straight-forward, clear messaging most often wins the day. AFRI-TECH SUMMIT 2011 | 15

Mistake #2: Image is Everything• Yes it does... When you’re: ➡ Selling status• B2B Buyers are driven by ➡ Reputation ➡ Results ➡ Price Simple, straight-forward, clear messaging most often wins the day: AFRI-TECH SUMMIT 2011 | 16

Mistake #3: They Will Come• In 2000 ➡ First-to-Market meant something ➡ Cool still translated into statistically significant eyeballs ➡ Mid-Size brands could saturate with SEM / Banners• In 2011 ➡ SEO is a long-shot for most ➡ Time to market for a me-too can be less than 90 days ➡ “Joe” can be a Brand Ambassador, or your Brand’s worst nightmare ➡ You cannot rely on a single channel AFRI-TECH SUMMIT 2011 | 19

Mistake #3: They Will Come• In 2000 ➡ First-to-Market meant something ➡ Cool still translated into statistically significant eyeballs ➡ Mid-Size brands could saturate with SEM / Banners• In 2011 ➡ SEO is a long-shot for most ➡ Time to market for a me-too can be less than 90 days ➡ “Joe” can be a Brand Ambassador, or your Brand’s worst nightmare AFRI-TECH SUMMIT 2011 | 20

3 Routes to SuccessMicro Case Studies AFRI-TECH SUMMIT 2011 | 21

Case Study One: SuccessFactors• Step One > Getting the technology right AFRI-TECH SUMMIT 2011 | 22

Case Study One: SuccessFactors• Step One > Getting the technology right• Step Two > Becoming a Marketing-Driven Organization AFRI-TECH SUMMIT 2011 | 23

Case Study One: SuccessFactors• Step One > Getting the technology right• Step Two > Becoming a Marketing-Driven Organization• Step Three > Grabbing Credibility AFRI-TECH SUMMIT 2011 | 28

Case Study One: SuccessFactors• Step One > Getting the technology right• Step Two > Becoming a Marketing-Driven Organization• Step Three > Grabbing Credibility• Step Four > Beat Event Horizon TImeline by 18 months AFRI-TECH SUMMIT 2011 | 31

Case Study Two: 37Signals• Step One > Point Solution Opportunity• Step Two > Peer-to-Peer marketing• Step Three > Just-in-Time• Step Four > Avoid Distractions AFRI-TECH SUMMIT 2011 | 32

Case Study Three: 37Signals• Step One > Point Solution Opportunity• Step One > Point Solution Opportunity• Step Two > Peer-to-Peer marketing• Step Three > Just-in-Time• Step Two > Peer-to-Peer marketing• Step Four > Avoid Distractions• Step Three > Just-in-Time• Step Four > Avoid Distractions AFRI-TECH SUMMIT 2011 | 33

Case Study Three: Marketo• Step One > Recognize the me-too opportunity• Step Two > Fly low, focus small• Step Three > The “cult”ure of the challenger• Step Four > Dismantle the leader AFRI-TECH SUMMIT 2011 | 34

Case Study Three: Marketo• Step One > Recognize the me-too opportunity• Step Two > Fly low, focus small• Step Three > The “cult”ure of the challenger• Step Four > Dismantle the leader AFRI-TECH SUMMIT 2011 | 43

Digital Strategy 101 for SaaSParting Thoughts AFRI-TECH SUMMIT 2011 | 44

• Build product development, marketing and sales around user insights• Set clear objectives and measure performance• Under promise and over deliver AFRI-TECH SUMMIT 2011 | 45

• Stay Micro-Focused on Your Brand Vision / Core Purpose• Invest in lead-gen and product over sales• Create a “cult”ure AFRI-TECH SUMMIT 2011 | 46

Christopher Harmon Principal theBATstudio chris@thebatstudio.com linkedIn: h=p://www.linkedin.com/in/cjharmon twi=er: cjharmonDigital Strategy 101 for SaaSLessons from the Front Line: • Building a Brand Platform • 3 Mistakes to Avoid • 3 Routes to Success AFRI-TECH SUMMIT 2011 | 47

Afri-Tech 2011 Digital Strategy 101

by theBATstudio on Jun 17, 2011

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Afri-Tech 2011 Digital Strategy 101 — Presentation Transcript

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