Ted Hebert Demand Generation Professional

Taking Marketing & Demand Generation to the Next Level
Ted Hebert – Marketing Consultant
P: 207-221-5109

Who is DemandGen?
Corporate Revenue Improvement Specialists
Integrators of Corporate Strategy, Marketing Programs and Sales Process into One Outbound Revenue Capture Model
RESULTS = Speed to Revenue Through an Integrated Approach

What DemandGen Believes
Revenue Capture is a Company Responsibility, NOT Just The Sales Department’s

What Does DemandGen Offer?
Web 2.0 and Traditional Marketing Communications and Direct Marketing
Lead Generation – SEO - Collateral – Web Sites – Email – Flash/Multimedia Presentations
Strong High Tech Vertical Experience in:
Financial Services
Telecommunications
Health Care
Retail
Strong Horizontal Capabilities in:
Research/Branding
Inside Sales/Telemarketing
Campaign planning and management
Events and promotions
Media relations

History of Success Ted Hebert: Marketing Communications Professional
Professional Summary
Over a decade of professional high-tech start-up marketing communications experience with outstanding results and proficiency in demand / lead generation campaign creation and management.
Concentrated success in branding, direct and Web 2.0 marketing, public relations, event management, corporate identity / collateral development, Web site development, multimedia presentations, Search marketing and keyword optimization.
Most recent accomplishments include marketing and positioning of global enterprise hardware and software companies, helping them to achieve 50%+ on-average growth rates year over year—and positively positioning them for M&A / IPO.
Extensive knowledge of enterprise technology and software concepts, competitive products, vertical industries and market positioning.

How is DemandGen Different?
Knowledge Needed To Grow Company Revenue:
Why / How Do Prospects Buy?
Why / How Do Prospects Not Buy?
How Do You Create Value Prospects Believe?
Knowledge Needed For Prospects To Buy:
How Your Offering Increases Income
How Your Offering Reduces Expenses
How Your Offering Manages Business Risks or Consequences
How Your Offering Makes the Buyer Feel Good
Business Growth Success Model

History of Success Cabletron: 1995 to 2000 $1.5 Billion Public Company

History of Success Aprisma Management Technologies: 2000 to 2002 Start-up Grown from $8 Million to $50 Million

Aprisma–Results
Demand generation played a major contributing role in bringing the software subsidiary from $10M to $65M in revenue in just 17 months – with eventual acquisition by Concord Communications & CA.
Directed global CRM implementation (Applix), and process development team delivering a successful, closed-loop lead management process within 12 months.
Developed and implemented on-line presence / marketing campaigns averaging 6% percent web registration success. Web marketing campaigns increased site traffic 800 % within three months of implementation.

How is Aprisma Experience Applicable?
Repositioning Existing Company
New Branding
New Messaging
Clear differentiation
New sales tools, new lead generation
Refresh Aging Product Line
Better Alignment with emerging technologies – MPLS, Wireless
Stronger customer care and retention programs
Reinforce Strong Heritage
Customer Reference Programs, Advisory Council, Analyst Tours
Customer Case study placement in press
Engineers of Spectrum - visionaries (founded the management industry at a time when only HP OpenView existed)
Enter Emerging Global Markets
Leverage expertise of global PR agency for location-specific press
Coordinated global product launches – Americas, EMEA & ASIA-PAC
Filter key product and corporate messages through regional culture.

History of Success SMARTS: 2002 to 2004 Start-up Grown from $8 Million to $50+ Million

Smarts–Results
Implemented demand generation and branding/awareness programs that helped grow pipeline and revenue from $8M to $50M within 2 years – led to acquisition by EMC.
Developed Named and Regional account demand generation campaigns - cycled through outsourced inside sales group.
Demand Generation programs measured via SalesLogix to 30 % of quarterly sales on average.
Developed and implemented on-line presence / marketing campaigns averaging 4% percent web registration success. Electronic and viral marketing campaigns increased site traffic almost 400 % within three months of implementation.

How is Smarts Experience Applicable?
Suffered from Techno-Babble
Remove the technologists from the marketing equation
Simplify and target Solution-oriented messaging
“ If a tree falls in the forest” syndrome
Aggressive, simultaneous and sustaining brand-building, lead generation and PR/AR campaigns
Communication Breakdown
Disbanded Silo Mentality – developed team oriented Product marketing, Marketing & Sales
One Size Does Not fit All
Implemented Vertical Market concentration and and applicable messaging.
Developed Partner programs and complimentary Solution penetration campaigns

History of Success Empirix: 2004 to 2005 Branding and Demand Generation Programs that Increased Revenue from $50M to $68 Million in One Year

Empirix–Results
Re-branded the company and solutions, revamped lead generation/SEO efforts (250+% increase) leading to a 30% bookings increase - and improving yearly revenues from $50-to $68 million.
Revitalized Pivotal implementation and Lead-to-Opportunity campaign tracking and measurement.
Q2-2005 programs posted 9,000+ new business leads with a 5% lead-to-opportunity conversion rate.

What Can DemandGen Do For Your Firm?

Your Possible Pain Points
Lackluster Sales Leads
“ I have a thousand leads and they’re all garbage!”
Brand Awareness
“ How do you expect me to sell if nobody knows us?”
Manage Marketing Costs
“ We can’t afford another marketing department headcount!”

Why Your Start-Up Needs DemandGen
Extensive Marketing Services
Not an agency looking for a fee
Extensive branding, Web 2.0 lead generation, direct/indirect channel experience.
Approach
Integrated push-pull marketing/PR approach.
Quality – not quantity.
Experience
12+ years Aprisma, Smarts, Empirix, Voyence, Ecora - extensive hardware and software marketing experience.
Hands-on technology experience “understanding your product area.”
Results
History of positioning companies for success (growth, acquisition, IPO).
Strategic Counsel
Unique perspective on market directions and competitors.
Strategic feedback to support ongoing marketing and sales initiatives.

Solutions For You to Consider
Targeted, Multi-touch Programs that Work
Hit the exact audience you want to sell to – no more guessing.
Messaging Audit and Brand Awareness
Key messaging, simultaneous Web 2.0 marketing methods and PR, customer stories and related lead generation programs create a market buzz – period.
Outsource MarCom Program Management
It doesn’t have to be “in-house.”
Effective marketing programs that are measured and repeatable pay for themselves quickly… again and again!

Let Experience and Proven Success Show You the Way…
To discuss your specific pain points and possible solutions please contact me.
Ted Hebert
Mobile: 207-252-2182
Office: 207-221-5109
Email: ted.hebert@demandgencom.com
Thank You!

Let’s Get Started Thank You

Case Study Voyence, Inc.

Case Study

Discovery
Voyence, Inc.
Automated Network Compliance Change and Configuration Management Software
Enterprise and Service Provider Markets
Start-up mode since 2001
Through the discovery process, we created an in-depth profile of the company, products, purpose, vision, objective, competition, target market, priorities, features, benefits, strengths, personality, look, feel, and attitude.

Research
We thoroughly researched the competitors, interviewed Voyence customers, industry press, industry analysts and surveyed 100 prospects.

Work
Updated Web Site

Work
Updated Collateral and Promos

Work
Deliverables Timeline

Results
Success within 6 Months
Database Growth
From 15,000 contacts to 85,000+ in 6 months
From 12 new sales contacts per week to 150+ on average
Press Hits tripled
Managing a Closed-Loop marcom/SEO contact-to-pipeline system in SalesForce.com and Eloqua CRM
Increased Promotional CTR from .15% to .51% (industry average is .32%)
Web Visitors increased from under 100 per day to almost 700 per day
Acquired by EMC in October, 2007

The next level for Your Firm
Business Strategy/Development
Discovery
Market Research
Updated Messaging/Clear Differentiation
Corporate Identity
Revitalize Corporate Brand
Tagline – Mission – Vision – Corporate Fact Sheet
Web Site – Programs - SEO
Collateral
Marketing Plan and Execution Timeline
Demand Generation/Revenue Creation
Measure and Revise

http://www.demandgencom.com	10
http://demandgencom.com	3
http://www.lmodules.com	2
http://app4.websitetonight.com	1

Ted Hebert Demand Generation Professional

by demandgencom on May 27, 2009

Accessibility

Categories

Upload Details

Usage Rights

4 Embeds 16

Statistics

Ted Hebert Demand Generation Professional — Presentation Transcript