IT Services Marketing
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IT Services Marketing

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A short presentation to help IT Services and Staffing companies get started on their marketing communications overhaul.

A short presentation to help IT Services and Staffing companies get started on their marketing communications overhaul.

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    IT Services Marketing IT Services Marketing Presentation Transcript

    • IT Services Marketing: making a difference in the vanilla market. (A dozen slides to help you get started.) Karthik Sundaram President & CEO [email_address] 408.743.4424
    • Typical Identity Problems
      • Clients ask us “What is your differentiator?”
      • We offer everything clients want, but do not know how to grow up the value chain
      • We have expertise in a new domain, but do not have proof of project in it yet
      • Competition is always cutting prices, so clients do not want to hire new vendors
      © 2009 All rights reserved | Purplepatch Services LLC | info@purplepatchservice.com
    • Typical Services Marketing Jargon © 2009 All rights reserved | Purplepatch Services LLC | info@purplepatchservice.com
      • We provide “end-to-end” services
      • Our focus is on “value-creation”
      • We are “aligned” to customer businesses
      • Our “comprehensive,” “deep-domain,” and “extensive” services offerings
      • “ World-class,” “Next-generation,” and “Scalable” service engagement
    • Who is hearing what you say?
      • CIOs are under pressure.
      • Managers are skeptical.
      • Clients want to speak to someone who can answer questions.
      • Procurement handles services buying.
      • Who is hearing what you say? Er… no one.
      • Build conversations.
      © 2009 All rights reserved | Purplepatch Services LLC | info@purplepatchservice.com
    • How, now do we build a conversation?
      • Clarify
      • Convince
      • Communicate
      • Connect
      • Collaborate
      © 2009 All rights reserved | Purplepatch Services LLC | info@purplepatchservice.com Over years, we have found the following 5C’s helpful in creating, checking, and constantly measuring marketing for IT Services companies
    • Clarify
      • Start with your buyer. Can you articulate their pain point to match your services offering? Here’s an example:
        • As the telecom operators struggle to contain customer churn and eroding loyalty ( customer pain ), our back-end billing operations can help these operators:
          • Offer easy-to-understand bill presentation to customers
          • Add incentives in monthly statements based on customer intelligence
          • ( Both offers are tailored to their pain points )
      © 2009 All rights reserved | Purplepatch Services LLC | info@purplepatchservice.com
    • Clarify
      • It is perfectly acceptable to offer just one service, and execute it extremely well— every time . Customers will be emboldened to try your firm out for other services.
      • In multiple services offering, ensure you are tailoring each one to a customer need, not to fit your website.
      © 2009 All rights reserved | Purplepatch Services LLC | info@purplepatchservice.com Focus. Focus. Focus. Did we say focus ?
    • Convince
      • Clients are taking a leap of faith with your services. How do you enable this process?
        • Significantly in-depth case studies of real customers (with names will help)
        • Testimonials to the caliber of your service, not the projects
        • Reference customers who will give your prospects a call
      © 2009 All rights reserved | Purplepatch Services LLC | info@purplepatchservice.com
      • Here is a template to help develop a case study. View a customer testimonial here: Client testimonials
    • Communicate: ah, this one is the toughest
      • While clients know what you sell, they’d like to hear how you sell:
        • What are your core beliefs?
        • How big is your community presence and activity?
        • In this people business, how is your resource management different?
        • What are some specific soft sell you bring to the table?
        • How can you see their “big picture” and yet not lose focus on the “small frames”?
      © 2009 All rights reserved | Purplepatch Services LLC | info@purplepatchservice.com
    • Communicate:
      • Put names and faces to your communication. People talk to people.
      • Provide enough hooks for clients to speak to your team transparently over online chats, emails, and forums
      • Tools like polls, quiz, and webinars help clients seek answers more than long static content
      • Community, Earth-friendly, proactive consultant-friendly interests gain true communication wealth
      © 2009 All rights reserved | Purplepatch Services LLC | info@purplepatchservice.com
    • Connect
      • Internal communication is as important as external marketing
      • Consultants at remote locations know of potential projects, and can become lead generators if they know the parent company has the talent in-house
      • Newsletters, social groups, and community tools play critical roles in providing the right communication for the non-business side of business
      © 2009 All rights reserved | Purplepatch Services LLC | info@purplepatchservice.com
    • Collaborate
      • In markets where you play, it is critical to collaborate
        • Knowledge forums
        • Business and technology portals content reviews
        • University collaboration
        • Advisory councils and local leadership agencies
        • Webinars, conferences
      © 2009 All rights reserved | Purplepatch Services LLC | info@purplepatchservice.com