One-Minute ECM Guru -- Volume 3

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.

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?

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?”

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

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.

5 Steps to More Effective Channel Marketing…

Focus vertically.

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

Learn what works.

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

Think press, not just advertising.

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

Zero.
Or close to it.

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

Priceless.

Enough said.

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

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

What were the totals and the highlights?
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.

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

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

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

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

One-Minute ECM Guru -- Volume 3

by John Mancini on Jul 02, 2007

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One-Minute ECM Guru -- Volume 3 — Presentation Transcript