The One-Minute ECM Guru Volume 3 in a series 5 Steps to More Effective Channel Marketing

The One-Minute ECM Guru

Volume 3 in a series

5 Steps to More Effective Channel Marketing

Guru (plural gurus) Noun A Hindu spiritual teacher. An advisor or mentor. A leader or expert in a field.

Guru (plural gurus)

Noun

A Hindu spiritual teacher.

An advisor or mentor.

A leader or expert in a field.

One of my favorite Dilbert cartoons is the one where he gets transferred to marketing. He finds the marketing department. It appears to be a party for the ages, with a banner “Welcome to Marketing -- Two Drink Minimum” over the doorway.

One of my favorite Dilbert cartoons is the one where he gets transferred to marketing.

He finds the marketing department.

It appears to be a party for the ages, with a banner “Welcome to Marketing -- Two Drink Minimum” over the doorway.

Don’t you wish it was like that?

Don’t you wish it was like that?

Today’s Guest Guru… Gets to the heart of the reality of marketing efforts by the ECM Channel…

Noted Author and Playwright Arthur Miller

The jungle is dark but full of diamonds... From Death of a Salesman

Question for the ECM Guru: “ I am an ECM Solution Provider. My marketing seems like a waste of money. What can I do about it?”

Question for the ECM Guru:

“ I am an ECM Solution Provider. My marketing seems like a waste of money. What can I do about it?”

Let’s focus on marketing tools and techniques in the ECM channel More specifically, the French Guard from Monty Python and the Holy Grail.

Let’s focus on marketing tools and techniques in the ECM channel

More specifically, the French Guard from Monty Python and the Holy Grail.

Let’s focus on marketing tools and techniques in the ECM channel -- and satisfaction with them More specifically, the French Guard from Monty Python and the Holy Grail.

Let’s focus on marketing tools and techniques in the ECM channel --

and satisfaction with them

More specifically, the French Guard from Monty Python and the Holy Grail.

The typical marketing arsenal for ECM solution providers (i.e.., the channel)

The typical marketing arsenal for ECM solution providers (i.e.., the channel)

% who do it 12% 55% Yellow pages 24% 60% Web advertising 14% 54% Print advertising 27% 56% Large horiz shows

% who do it of those who do, the % who think it good or great 12% 55% Yellow pages 24% 60% Web advertising 14% 54% Print advertising 27% 56% Large horiz shows

Doesn’t sound very good.

Doesn’t sound very good.

5 Steps to More Effective Channel Marketing…

5 Steps to More Effective Channel Marketing…

#1

Focus vertically.

Focus vertically.

% who do it of those who do % who think it good or great YES, We Have a Winner 59% 78% Vertical events

#2

Learn what works.

Learn what works.

AIIM Solution Providers Executive Forum November 8-10 Savannah, Georgia www.aiim.org/dmspef

#3

Think press, not just advertising.

Think press, not just advertising.

What does a good article on a customer case study cost? More specifically, the French Guard from Monty Python and the Holy Grail.

What does a good article on a customer case study cost?

More specifically, the French Guard from Monty Python and the Holy Grail.

Zero. Or close to it.

Zero.

Or close to it.

What is a good article on a customer case study worth? More specifically, the French Guard from Monty Python and the Holy Grail.

What is a good article on a customer case study worth?

More specifically, the French Guard from Monty Python and the Holy Grail.

Priceless.

Priceless.

Enough said. More specifically, the French Guard from Monty Python and the Holy Grail.

Enough said.

More specifically, the French Guard from Monty Python and the Holy Grail.

#4

On size does not fit all.

On size does not fit all.

Customize your marketing. AIIM offers year round opportunities for solution providers including: 20 local educational seminars 24 webinars 6 industry research studies 4 vertical web marketing programs 2 instructional wall posters 1 magazine with 6 issues per year 1 buyers guide; in-print and searchable online feature is FREE to members

Customize your marketing.

AIIM offers year round opportunities for solution providers including:

20 local educational seminars

24 webinars

6 industry research studies

4 vertical web marketing programs

2 instructional wall posters

1 magazine with 6 issues per year

1 buyers guide; in-print and searchable online feature is FREE to members

#5

Leverage your marketing efforts.

Leverage your marketing efforts.

Here is a case study of one AIIM webinar Perils of Distributed Capture, 4/12/06 Cost to be a sponsor… about $4K

Here is a case study of one AIIM webinar

Perils of Distributed Capture, 4/12/06

Cost to be a sponsor…

about $4K

What were the totals and the highlights? Registrations = 979. Opt-ins = 551. Attendees that pass over e-mail permission. Attendance = 452.

Registrations = 979.

Opt-ins = 551.

Attendees that pass over e-mail permission.

Attendance = 452.

Vertical breakout of attendees…

Banks and securities companies on the webinar… A G Edwards & Sons Inc Affinity Federal Credit Union Bank of America Bank of Hawaii BNA BNP Paribas Citigroup Colonial Bank Group Countrywide Home Loans Credit Suisse Daimler Chrysler Services DM Federal Credit Union Evangelical Christian Credit Union Federal Reserve Bank Fifth Third Bank First Horizon Home Loans Flagstar Bank Fremont Investment and Loan GMACM Homecomings Financial JP Morgan Chase Key Bank, N.A. Morgan Stanley Nationwide Oppenheimer & Co. Park View Federal Savings Bank Sallie Mae Southwest Securities UBS Washington Mutual, Inc.

A G Edwards & Sons Inc

Affinity Federal Credit Union

Bank of America

Bank of Hawaii

BNA

BNP Paribas

Citigroup

Colonial Bank Group

Countrywide Home Loans

Credit Suisse

Daimler Chrysler Services

DM Federal Credit Union

Evangelical Christian Credit Union

Federal Reserve Bank

Fifth Third Bank

First Horizon Home Loans

Flagstar Bank

Fremont Investment and Loan

GMACM

Homecomings Financial

JP Morgan Chase

Key Bank, N.A.

Morgan Stanley

Nationwide

Oppenheimer & Co.

Park View Federal Savings Bank

Sallie Mae

Southwest Securities

UBS

Washington Mutual, Inc.

State and local government agencies on the webinar… Anoka County Bell County Information Ssystems Broward County Board of Commissions CA Dept. Justice California Department of Motor Vehicles Central Arizona Project Chester County, PA City and County of Honolulu City and County of San Francisco - Assessor City of Burbank City of Hampton City of Minneapolis City of Northglenn City of Palmdale City of Philadelphia, MOIS City of Thunder Bay County of Morris County of Sacramento Dallas County District Attorney's Office, County of San Diego Employees Retirement System of Texas Erie County Department of Social Services Fresno Metropolitan Flood Control District Hennepin County

Anoka County

Bell County Information Ssystems

Broward County Board of Commissions

CA Dept. Justice

California Department of Motor Vehicles

Central Arizona Project

Chester County, PA

City and County of Honolulu

City and County of San Francisco - Assessor

City of Burbank

City of Hampton

City of Minneapolis

City of Northglenn

City of Palmdale

City of Philadelphia, MOIS

City of Thunder Bay

County of Morris

County of Sacramento

Dallas County

District Attorney's Office, County of San Diego

Employees Retirement System of Texas

Erie County Department of Social Services

Fresno Metropolitan Flood Control District

Hennepin County

State and local government agencies on the webinar… Hennepin County District Court - State of MN KCPERS L.A. County Community Development Commission Maricopa County Minnesota Department of Health Minnesota Dept of Human Services Municipality of Anchorage Northville Township Police Department NYS Department of Transportation Ohio Department of Job & Family Services OK DHS PA Historical & Museum Commission Portland Development Commission Ramsey County Information Services San Bernardino County Sec of State/Records Management Division State of Minnesota State of NC - ITS State of Nebraska, Secretary of State State of Tennessee WA State Dept of Retirement Systems Washington State Department of Health Washington State Department of Revenue Wisconsin Department of Corrections Yuma County

Hennepin County District Court - State of MN

KCPERS

L.A. County Community Development Commission

Maricopa County

Minnesota Department of Health

Minnesota Dept of Human Services

Municipality of Anchorage

Northville Township Police Department

NYS Department of Transportation

Ohio Department of Job & Family Services

OK DHS

PA Historical & Museum Commission

Portland Development Commission

Ramsey County Information Services

San Bernardino County

Sec of State/Records Management Division

State of Minnesota

State of NC - ITS

State of Nebraska, Secretary of State

State of Tennessee

WA State Dept of Retirement Systems

Washington State Department of Health

Washington State Department of Revenue

Wisconsin Department of Corrections

Yuma County

AIIM does 50+ events with this capability every year… We are moving “up” the lead value chain for all our activities … Not just the volume of leads, but the quality…and proving it…and putting them into direct contact with solution providers. Let us help you make these kinds of opportunities relevant to your organization Low-cost of entry opportunities for exposure and leads in your own backyard

We are moving “up” the lead value chain for all our activities …

Not just the volume of leads, but the quality…and proving it…and putting them into direct contact with solution providers.

Let us help you make these kinds of opportunities relevant to your organization

Low-cost of entry opportunities for exposure and leads in your own backyard

Do something . www.aiim.typepad.com www.aiim.org/dmspef