Marketing for Where You WANT TO BE 
3 Proven Ways to Get Leads & Grow 
www.clearedgemarketing.com 
Presented by: 
Leslie V...
TechServe California Updates 
• September 22, 2014: Application deadline for the newly 
launched TechServe Excellence Awar...
Your Presenter, Leslie Vickrey 
• CEO and Founder of ClearEdge Marketing, an agency 
specializing in outsourced marketing ...
Q&A on Twitter 
• We want to hear from you during this webinar and after 
 Send us a tweet with the following in front of...
Today’s Agenda 
• What You Are Up Against: The Challenges 
• Most Effective (and Efficient) Ways to Get Leads: 
• Target A...
CHALLENGES IT & Engineering Services Firms Face 
6 
Competition for Talent 
+ U.S. IT jobs grew13 percent from 2002 to 
20...
OPPORTUNITIES for IT & Engineering Services Firms 
7 
Skills Shortage 
+ High demand for IT in several skills areas— 
big ...
3 Proven Marketing Approaches that Spark 
Opportunity & Fuel Growth 
8
TARGET ACCOUNT & INCENTIVE PROGRAMS 
Right or Wrong for Your Business? 
9
Poll #1 
Does your firm have a formalized 
lead generation program? 
10
1. Target Account Programs, Sales/Recruitment, Employee 
11 
• Target Account Programs 
 Select a narrow, vetted prospect...
Target Account Programs: TAPs 
12 
Inavero Insight 
“CUSTOMERS EXPECT EXPERTISE. 
While the right skill match is the numbe...
TAP Benefits 
13 
• Targeted & Concentrated 
• Puts business development team in front of key decision makers 
• Allows te...
TAP Sample: Campaign Overview – Outreach Cycle 
14 
Prospect 
Build 
Awareness 
Schedule 
Meeting 
Close Deal 
Touch Item ...
SAMPLE TAP: Campaign Schedule 
MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY 
July 2013 
14 15 16 17 18 
15 
Kick off call/Rep ...
16 
TAP SAMPLE: Mailer (local message)
TAP SAMPLE: Metrics Report 
17
Critical Success Factors TAPs 
18 
• Executive buy-in and oversight 
• List quality 
 Target “real” buyers of your servic...
TAPs: Right or Wrong for YOUR Business? 
• Can your business create and concentrate 
19 
on a narrow, targeted list of str...
WEBSITE OPTIMIZATION 
Right or Wrong for Your Business? 
20
What Is Website Optimization? 
21 
• Ensuring a Sharp, Responsive Design 
 This is more than how the website looks—it’s a...
Poll #2 
Is your website responsive? 
22
Top Website Design Trends to Take Into Consideration 
Responsive Design Large Image Backgrounds 
• When a website is respo...
Sharp, Responsive Design 
24 
• A good, professional website is the “cost of 
entry” in business today 
 Poor websites wi...
Optimized Web Design Example 
25
Strategic SEO 
26 
• SEO = Search Engine Optimization 
 The art and science of getting online 
content traffic from listi...
Engaging Content 
27 
• Original Content 
 Content that is unique to your expertise 
and business will attract an audienc...
Engaging Content Samples: Surveys & Reports 
28
Critical Success Factors in Web Optimization 
• Willingness to Invest. A good website requires 
29 
time, resource and inv...
Website Optimization: Right or Wrong for YOUR Business? 
30 
• Do you communicate on your website to 
prospects, job seeke...
SOCIAL MEDIA 
Right or Wrong for Your Business? 
31
Poll #3 
Is your business using social media 
to reach candidates? 
32
Poll #4 
Is your business using social media 
to reach clients? 
33
Using Social Media to REACH Prospects & RECRUIT Candidates 
• Identify, Listen to and Engage Talent and 
Prospects 
 Trea...
How to Do Social Media Right 
35 
• Have a STRATEGY 
 Determine who you want to reach and where 
 Choose your sites/tool...
Social Media – Sample Rule of Thumb 
1/3 of your posts should be about jobs 
1/3 of your posts should be about your compan...
“Place Me Maybe” – Email & Social Media Campaign 
GOAL: 
• Get at least 500 views on YouTube 
and generate interest from 
...
SAMPLE: Social Listening & Engagement Turns into TAP & ROI 
38
SAMPLE: Social Listening & Engagement Turns into TAP & ROI 
39
Social Media: Right or Wrong for YOUR Business? 
40 
• Can leaders within your organization 
serve as social media thought...
Book Recommendations 
On Amazon On Amazon 
41
Need Help? Contact Us Any Time! 
Leslie Vickrey, CEO & Founder 
ClearEdge Marketing 
Tel: 312.731.3149 
E-mail: lvickrey@c...
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TechServe Webinar: Marketing for Where You Want to Be

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In this webinar, Leslie Vickrey, CEO & Founder of ClearEdge Marketing, shares 3 marketing strategies for driving your growth. She focuses on website optimization, target account programs (sales campaigns) and social media marketing.

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TechServe Webinar: Marketing for Where You Want to Be

  1. 1. Marketing for Where You WANT TO BE 3 Proven Ways to Get Leads & Grow www.clearedgemarketing.com Presented by: Leslie Vickrey, CEO & Founder August 20, 2014 Confidential Information. Copyright ClearEdge Marketing 2014. Northern California
  2. 2. TechServe California Updates • September 22, 2014: Application deadline for the newly launched TechServe Excellence Awards  Learn more here • Date TBD: OPR The Race to Greater Profitability  Presented by Mark Roberts, CEO of TechServe Alliance • November 3-5, 2014: TechServe Alliance Annual Conference  Boca Raton, FL  Click here to register 2
  3. 3. Your Presenter, Leslie Vickrey • CEO and Founder of ClearEdge Marketing, an agency specializing in outsourced marketing solutions for IT services firms  8+ years in business  Serving clients across four continents  Staff from coast-to-coast (30+)  8-year TechServe Alliance marketing partner • 18 years managing marketing operations or providing consulting services for companies such as Spherion, Harvey Nash, TechServe Alliance, Bartech, CRi, Aon Hewitt RPO and Fieldglass • Co-founder of ARA—a mentoring organization for attracting, retaining and advancing women in tech (www.aramentors.com) 3 CEO & Founder ClearEdge Marketing
  4. 4. Q&A on Twitter • We want to hear from you during this webinar and after  Send us a tweet with the following in front of the message: @clearedgemktg  It will show up on our Twitter profile, open for the public to view  We will reply during the webinar or after • Follow us at twitter.com/clearedgemktg • Also follow us on…  Facebook: facebook.com/ClearEdgeMarketing  LinkedIn: linkedin.com/company/clearedge-marketing 4
  5. 5. Today’s Agenda • What You Are Up Against: The Challenges • Most Effective (and Efficient) Ways to Get Leads: • Target Account Campaigns • Website Optimization • Social Media • Q&A 5
  6. 6. CHALLENGES IT & Engineering Services Firms Face 6 Competition for Talent + U.S. IT jobs grew13 percent from 2002 to 2013, while the number of people who graduated with IT degrees dropped 11 percent in that same timeframe (CareerBuilder). Rise of Online Staffing + SIA estimated gross billed revenue in Online Staffing to be $1 billion globally in 2012 and forecasts 40 percent annual category/ segment growth for the next two years. Limited Resources + Mid-size firms typically have small sales and recruiting teams, which limits time for strategic planning and work. Limited Budgets, Tough Buyers + While job growth was up in April, employers remain cautious in their hiring.
  7. 7. OPPORTUNITIES for IT & Engineering Services Firms 7 Skills Shortage + High demand for IT in several skills areas— big data, mobile, security and cloud services. Employers need help accessing these skills quickly. Recruitment Tools Perplex + Job search and talent sourcing mediums have exploded (social, mobile, etc.) making it more critical for businesses to employ talent experts . Employers want and need help.
  8. 8. 3 Proven Marketing Approaches that Spark Opportunity & Fuel Growth 8
  9. 9. TARGET ACCOUNT & INCENTIVE PROGRAMS Right or Wrong for Your Business? 9
  10. 10. Poll #1 Does your firm have a formalized lead generation program? 10
  11. 11. 1. Target Account Programs, Sales/Recruitment, Employee 11 • Target Account Programs  Select a narrow, vetted prospect list  Spend 4-6 weeks targeting this short list with marketing materials and contact • Sales/Recruitment Incentive Programs  Sales Incentive Programs and Recruitment Incentive Programs  Award sales and recruitment staff for achieving and/or exceeding lofty targets over a set period • Employee Referral Programs  Provide incentives to contactors and staff for referring top candidates Arm Your Sales & Recruiting Staff
  12. 12. Target Account Programs: TAPs 12 Inavero Insight “CUSTOMERS EXPECT EXPERTISE. While the right skill match is the number one factor in placement success, clients rank knowledge of their industry as second in importance to ensuring a successful placement.” TAPs offer companies a fun, engaging platform for explaining their expertise. • What Is It?  A scheduled weekly mail-based or drop-in program for targeted accounts  4-8 weeks, depending on target and service/ solution  Branded Components: A weekly postcard and giveaway tied into a campaign theme  Calls-to-Action: Get appointments, landing pages playing new role for solutions-based campaign, including online advertising (LinkedIn)
  13. 13. TAP Benefits 13 • Targeted & Concentrated • Puts business development team in front of key decision makers • Allows teams time to focus on specific businesses and needs • Training for Your Sales Team • Arms sales staff with purpose and materials • Offers a training tool for new sales staff eager to learn the business • ROI Is Easy to Measure • Offers a simple way to measure marketing message effectiveness • Plan on a 30% return (if program and best practices followed!)
  14. 14. TAP Sample: Campaign Overview – Outreach Cycle 14 Prospect Build Awareness Schedule Meeting Close Deal Touch Item Follow-up Touch 1 Fold-over Direct Mail Introduction Piece: How Far Will You Go to Source Java Development Talent? Follow-up call & e-mail Touch 2 HTML Email: How Hard Will You Work To Build Your Java Dream Team? Follow-up call & e-mail Touch 3 Drop-off Notecard + Low-end Giveaway How Quickly Can you Access the Java Development Talent You Need? Follow-up call & e-mail Touch 4 HTML Email: How Much Will You Sacrifice to Hire Skilled Java Resources? Follow-up call & e-mail Touch 5 Drop-off Notecard + High-end Giveaway How Long Will You Wait for Java Development Resources? Follow-up call & e-mail Fold-over Direct Mail Introduction Piece HTML Emails Drop-off Notecards + Giveaways
  15. 15. SAMPLE TAP: Campaign Schedule MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY July 2013 14 15 16 17 18 15 Kick off call/Rep Training 19 20 21 Touch Point 1 – HTML Email 22 23 24 25 LAUNCH! Push First HTML Email to List 26 Follow-up Phone Calls & Emails 27 28 29 Follow-up Phone Calls & Emails 30 Follow-up Phone Calls & Emails 31 Follow-up Phone Calls & Emails 1 Follow-up Phone Calls & Emails 2 Follow-up Phone Calls & Emails 3 August 2013 4 Touch Point 2 – Notecard & Giveaway 5 Prep Packages – Giveaway & Notecard 6 Deliver Package 7 Deliver Package 8 Deliver Package 9 Follow-up Phone Calls & Emails 10 11 12 Follow-up Phone Calls & Personal Emails 13 Follow-up Phone Calls & Personal Emails 14 Follow-up Phone Calls & Personal Emails 15 Follow-up Phone Calls & Personal Emails 16 Follow-up Phone Calls & Personal Emails 17 18 Touch Point 3 – Notecard & Giveaway 19 Prep Packages – Giveaway & Notecard 20 Deliver Package 21 Deliver Package 22 Deliver Package 23 Follow-up Phone Calls & Emails 24 25 Touch Point 4 – HTML Email 26 Follow-up Phone Calls & Emails 27 Push Second & Last HTML Email to List 28 Follow-up Phone Calls & Emails 29 Follow-up Phone Calls & Emails 30 Follow-up Phone Calls & Emails. END CAMPAIGN.
  16. 16. 16 TAP SAMPLE: Mailer (local message)
  17. 17. TAP SAMPLE: Metrics Report 17
  18. 18. Critical Success Factors TAPs 18 • Executive buy-in and oversight • List quality  Target “real” buyers of your services • Sales buy-in • Creativity • Track/share results and ROI • Going all the way in terms our outreach  Making all the calls, all the visits. 70% of the population needs at least 5 contacts before they'll trust you enough to grant you an appointment. Make the 5th Call
  19. 19. TAPs: Right or Wrong for YOUR Business? • Can your business create and concentrate 19 on a narrow, targeted list of strong prospects? • Do you have a sales team with the discipline and reliability to follow a carefully designed outreach program? • Are you willing to put some investment into a creative program that will catch the eyes and ears of top prospects?
  20. 20. WEBSITE OPTIMIZATION Right or Wrong for Your Business? 20
  21. 21. What Is Website Optimization? 21 • Ensuring a Sharp, Responsive Design  This is more than how the website looks—it’s also about ensuring it performs for users across a wide range of devices: computers, tablets, phones, smart TVs, etc. • Enabling Strategic SEO  Ensuring the website can be found through the search engines’ and online resources key audience use to find information, products/services, jobs, etc. • Creating, Maintaining Engaging, Fresh Content  Providing informative content across the entire site and through a variety of mediums: videos, blogs, whitepapers, case studies, news releases, social media, etc.
  22. 22. Poll #2 Is your website responsive? 22
  23. 23. Top Website Design Trends to Take Into Consideration Responsive Design Large Image Backgrounds • When a website is responsive, it means that the layout of your website will adjust to whatever screen size on which you're viewing it. This flexibility allows for a better user experience to get around a website, whether you’re on a smartphone, tablet or desktop. • We’ve all been to sites that have beautiful, full page stunning images that really make an impression. More and more businesses are putting large photographs as backgrounds of their websites to really give the site visitors an idea of what the company is about (i.e. culture). Parallax Scrolling Infinite Scrolling • Parallax scrolling is a technique in which the background moves at a slower rate in the foreground, creating an illusion that looks like it is 3D. • Many websites have started to employ this technique, but if overused, it may look gimmicky. If you consider how this technique will make your website more interactive with the audience, it can be very successful. • You may recognize this technique when you are looking at Google Images. Infinite scrolling means that as you scroll down the page, the website continues to load. • It allows users to remain on the same page instead of hopping between many different pages within your website. Also, it's much faster to continue to load one long page than to load multiple pages. It’s important to know the pros and cons behind each trend (from an SEO and development/maintenance perspective) and fully understand the terminology when working on your website project. 23 Trends courtesy of HubSpot
  24. 24. Sharp, Responsive Design 24 • A good, professional website is the “cost of entry” in business today  Poor websites will limit business, partnership and recruiting opportunities • Websites that do not adapt with technologies and users limit your audience • Mobile-able websites are critical for engaging with job seekers  77% of job seekers use mobile job search apps – Beyond.com Career Network Survey  3 out of 5 job seekers have searched for jobs on their mobile device in the past year – Glassdoor.com Survey
  25. 25. Optimized Web Design Example 25
  26. 26. Strategic SEO 26 • SEO = Search Engine Optimization  The art and science of getting online content traffic from listings on search engines through your… ­Web content ­Links ­Blogs ­Social media • The Benefits of Strong SEO  More visitors  Higher rankings  Increased engagement (downloads, purchases, comments, likes, etc.)
  27. 27. Engaging Content 27 • Original Content  Content that is unique to your expertise and business will attract an audience ­SME blogs, articles • Testimonial Content  Content that demonstrates your business’ success and abilities is critical ­Case studies, testimonials • Multimedia Content  Websites that tap into multimedia (video, social, chat, etc.) are more engaging to users today 27
  28. 28. Engaging Content Samples: Surveys & Reports 28
  29. 29. Critical Success Factors in Web Optimization • Willingness to Invest. A good website requires 29 time, resource and investment. • Ongoing Content, SEO Work. A website is dynamic and must remain so to succeed. • SMEs. The very best websites rely on original content contributions (blogs, posts, articles, videos) from subject matter experts. Ghost writers can help ensure regular cadence. Go Beyond the Basics
  30. 30. Website Optimization: Right or Wrong for YOUR Business? 30 • Do you communicate on your website to prospects, job seekers, partners and clients? • Does your website work (responsive) across various devices? • Is your content fresh and engaging?
  31. 31. SOCIAL MEDIA Right or Wrong for Your Business? 31
  32. 32. Poll #3 Is your business using social media to reach candidates? 32
  33. 33. Poll #4 Is your business using social media to reach clients? 33
  34. 34. Using Social Media to REACH Prospects & RECRUIT Candidates • Identify, Listen to and Engage Talent and Prospects  Treat social media like a lead generation tool  Making social candidates with skilled IT/Engineering professionals is critical talent database building today 34 • Target, Target, Target + Use social media sites and their tools for narrowing audiences to improve recruiting and marketing spend + Learn which social media sites are most important to your clients, prospects and candidates and use them. + To find jobs? + To find talent? + To find services? + To gain knowledge? + To network?
  35. 35. How to Do Social Media Right 35 • Have a STRATEGY  Determine who you want to reach and where  Choose your sites/tools (LinkedIn, Twitter, Facebook) • Allocate THE RIGHT Resources  If interns or admins are in charge of social media, ROI may not be reached  Make SMEs your top voices and ambassadors on social media • MEASURE Success/Failures & ADAPT  Sales = new business leads  Recruiters = new candidate resumes Keys to Success/ Tracking Your Success: • Multi-channel promotion • Website traffic and response influence • Response during campaign period • Overall social influence
  36. 36. Social Media – Sample Rule of Thumb 1/3 of your posts should be about jobs 1/3 of your posts should be about your company 1/3 of your posts should be about the industry 36
  37. 37. “Place Me Maybe” – Email & Social Media Campaign GOAL: • Get at least 500 views on YouTube and generate interest from candidates to apply for open positions RESULTS: • The video received nearly 3,000 views and the number of new candidates Harvey Nash received during the campaign more than doubled http://www.youtube.com/watch?v=oHjUU6rbkwM 37
  38. 38. SAMPLE: Social Listening & Engagement Turns into TAP & ROI 38
  39. 39. SAMPLE: Social Listening & Engagement Turns into TAP & ROI 39
  40. 40. Social Media: Right or Wrong for YOUR Business? 40 • Can leaders within your organization serve as social media thought leaders? • Will your business be able to keep pace (check regularly for comments, posts, tweets, etc. and respond)? • Is your ATS (job postings) integrated with your social? • Will you be committed to posting content that is valuable to your users? Job listing and event notices for candidates? Market insights, event updates for prospects and clients?
  41. 41. Book Recommendations On Amazon On Amazon 41
  42. 42. Need Help? Contact Us Any Time! Leslie Vickrey, CEO & Founder ClearEdge Marketing Tel: 312.731.3149 E-mail: lvickrey@clearedgemarketing.com Twitter: @lvickrey @clearedgemktg 42

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