One-Minute ECM Guru -- Volume 3

Slide 1: • The One-Minute ECM Guru • Volume 3 in a series • 5 Steps to More Effective Channel Marketing

Slide 2: Guru (plural gurus) Noun • A Hindu spiritual teacher. • An advisor or mentor. • A leader or expert in a field.

Slide 3: 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.

Slide 4: Don’t you wish it was like that?

Slide 5: Today’s Guest Guru… Gets to the heart of the reality of marketing efforts by the ECM Channel…

Slide 6: Noted Author and Playwright Arthur Miller

Slide 7: The jungle is dark but full of diamonds... From Death of a Salesman

Slide 8: • 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?”

Slide 9: Let’s focus on marketing tools and techniques in the ECM channel • More specifically, the French Guard from Monty Python and the Holy Grail.

Slide 10: 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.

Slide 11: The typical marketing arsenal for ECM solution providers (i.e.., the channel)

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

Slide 13: of those who do, the % % who do it who think it good or great Large horiz shows 56% 27% Print advertising 54% 14% Web advertising 60% 24% Yellow pages 55% 12%

Slide 14: Doesn’t sound very good.

Slide 15: 5 Steps to More Effective Channel Marketing…

Slide 16: #1

Slide 17: Focus vertically.

Slide 18: of those who do % who % who do it think it good or great Vertical events 78% 59% YES, We Have a Winner

Slide 19: #2

Slide 20: Learn what works.

Slide 21: AIIM Solution Providers Executive Forum November 8-10 Savannah, Georgia www.aiim.org/dmspef

Slide 22: #3

Slide 23: Think press, not just advertising.

Slide 24: What does a good article on a customer case study cost? • More specifically, the French Guard from Monty Python and the Holy Grail.

Slide 25: Zero. Or close to it.

Slide 26: What is a good article on a customer case study worth? • More specifically, the French Guard from Monty Python and the Holy Grail.

Slide 27: Priceless.

Slide 28: Enough said. • More specifically, the French Guard from Monty Python and the Holy Grail.

Slide 29: #4

Slide 30: On size does not fit all.

Slide 31: • 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

Slide 32: #5

Slide 33: Leverage your marketing efforts.

Slide 34: – Here is a case study of one AIIM webinar • Perils of Distributed Capture, 4/12/06 • Cost to be a sponsor… – about $4K

Slide 35: What were the totals and the highlights? • Registrations = 979. • Opt-ins = 551. – Attendees that pass over e-mail permission. • Attendance = 452.

Slide 36: Vertical breakout of attendees… 23 Health 34 Util 27 Educ 29 Mfging 91 S&L govt 23 Fed govt 29 Invest 63 Ins 44 Bank

Slide 37: Banks and securities companies on the webinar… • • A G Edwards & Sons Inc Fifth Third Bank • • Affinity Federal Credit Union First Horizon Home Loans • • Bank of America Flagstar Bank • • Bank of Hawaii Fremont Investment and Loan • • BNA GMACM • • BNP Paribas Homecomings Financial • • Citigroup JP Morgan Chase • • Colonial Bank Group Key Bank, N.A. • • Countrywide Home Loans Morgan Stanley • • Credit Suisse Nationwide • • Daimler Chrysler Services Oppenheimer & Co. • • DM Federal Credit Union Park View Federal Savings Bank • • Evangelical Christian Credit Union Sallie Mae • • Federal Reserve Bank Southwest Securities • UBS • Washington Mutual, Inc.

Slide 38: State and local government agencies on the webinar… • • Anoka County City of Minneapolis • City of Northglenn • Bell County Information Ssystems • City of Palmdale • Broward County Board of Commissions • City of Philadelphia, MOIS • CA Dept. Justice • City of Thunder Bay • California Department of Motor Vehicles • County of Morris • Central Arizona Project • County of Sacramento • Chester County, PA • Dallas County • District Attorney's Office, County of San • City and County of Honolulu Diego • City and County of San Francisco - • Employees Retirement System of Texas Assessor • Erie County Department of Social • City of Burbank Services • Fresno Metropolitan Flood Control District • City of Hampton • Hennepin County

Slide 39: State and local government agencies on the webinar… • Hennepin County District Court - State • Portland Development Commission of MN • Ramsey County Information Services • KCPERS • L.A. County Community Development • San Bernardino County Commission • Sec of State/Records Management • Maricopa County Division • Minnesota Department of Health • State of Minnesota • Minnesota Dept of Human Services • State of NC - ITS • Municipality of Anchorage • State of Nebraska, Secretary of State • Northville Township Police Department • State of Tennessee • NYS Department of Transportation • WA State Dept of Retirement Systems • Ohio Department of Job & Family Services • Washington State Department of Health • OK DHS • Washington State Department of • PA Historical & Museum Commission Revenue • Wisconsin Department of Corrections • Yuma County

Slide 40: 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

Slide 41: Do something. www.aiim.typepad.com www.aiim.org/dmspef