The contents of this presentation are confidential and under Microsoft NDA.
New releases. CRM 4.0
So what’s the big deal about list? Its where every marketing campaign starts. Whether your doing e-mail marketing, telemarketing, direct mail – the list can make or break your campaign. A GREAT offer to the wrong list will kill your campaign, but even a mediocre offer to the right list will get “some” response.
There are many different list sources: complied lists - List of names and addresses that is created specifically for a campaign – usually rent or purchase these list and could represent a particular target market. subscriber lists- people who subscribe to a particular publication or service and contain the information subscribers provided at the time they signed up association lists (www.asaecenter.org)Chamber of Commerce (when you are a member – other members are available to you. Directory- opt-in list)Microsoft Ready-to-Go lists - 70 list in the combined database, Must execute RTG campaign to obtain listBest List – your own!www.hillsearch.orgLocal Chamber of Commerce – opt-in listMicrosoft Ready to Go List- no list minimums, 70 list in the combined database, Must execute RTG campaign to obtain list
How do I build my own list – I am starting from zero. Start with your house list.House list is a list of all your customers, and individuals who you have a business relationship with. For local media members – call them and ask if you can put them on your list.
Use the fishbowl from your last tradeshow where you collected business cards – call them to follow-up with them or when you meet them at the show – ask them if they would like to receive your monthly newsletter – tell them what it will offer them – value it brings to them.
Example of TPMG in the Fall Partner Channel MagazineSo, if you don’t already receive our monthly newsletter – go to our website and sign-up. You will give to a good cause and at the same time receive great marketing tips and tricks each month. This offer is out there for all of you today.
Use an engaging call to action – not just Sign up for our newsletter but sign up for helpful business tips or receive monthly special offers. Your signup box should be where it can be found (multiple and visible locations) – Home Page, Secondary Page, Email Footer, Social Network. Always remember when putting the box on your website that people don’t like to scroll.People are lazy – make it as easy as possible for them to sign up for whatever your offering.
When someone signs up for your newsletter – they are basically saying its ok to market to me. Make sure you send a welcome letter – acknowledging they signed up. Sound excited, say thank you, establish your brand and make them feel welcome. – Tell them the value they will be receiving and give links to instant gratification (old newsletters, whitepapers)
E-newsletters will generate leads, increase sales, open up a two way dialogue with customers, position your company as an industry leader. Instantaneous means for communicating with the outside world.
Depending on your target audience you may have better luck on the weekends. – Sunday night -
These are simple. But as simple as they are – they are completely ignored by 95% of the people and companies producing e-newsletters.Focus on Content – think of the book To Kill a Mocking Bird – one of the top selling books of all times. Its fresh, its engaging. Now pick up another book – a dusty old book. What is the difference (binding, paper quality, distribution network) – no,no – it’s the content. To Kill a Mockingbird would be interesting even if it was written on an old napkin.Focus on Relationships – the primary reason that e-newsletters are successful is they provide a means for growing and maintaing relationships. You are providing a vehicle for connecting with people who are likely to purchase your products at some point.Be Genuine – speak to your readers as you would if they were standing in front of you. Email is informal – be yourself and give readers a taste of you in every newsletter.
Keep it up the newsletters. There are so many sites I am on, they do the newsletter archive but the last newsletter to view is from over a year ago. Keep the archive up to date and current.
Central Region Quarterly Partner Marketing Call January 22, 2010 We Will Begin at 10 AM CDT / 11 AM EDT Audio: 1 800-779-3142 Participant Pass code: 4228732
Welcome & Introduction Marie Talley, Central Region Marketing Manager SMS&P Marketing Initiatives Christoph Wilfert, GM, Small & Midmarket Business Solutions 30 Marketing Tips to Drive Your Pipeline Virginia Weinstein & Michelle Glennie, The Partner Marketing Group Dynamics Update Melanie Roseland-Stoddard, Central Region Dynamics PAM Manager Q & A Today’s Agenda
Chance to Win a $10 Starbucks Card Please complete the Survey at the end of this call for a chance to win a $10 Starbucks Gift Card* *Winners will receive an email from Jennifer Gomes within 5 business days
Opportunity: How much money can we make? Value Proposition: What will we sell together? Connection: How do we engage? SMB and Corporate Accounts H2 Execution Christoph Wilfert General Manager, Corporate Accounts (CPM) and SMB Solutions
SMB and Corporate Accounts Customer Segments Segment Coverage Models Field-led Coverage Model Global 1:1 EPG CA Operating Model Profile
SMS&P Tele-Led Account Management Partner-led MSFT Supported Partner Led Coverage Model * All EA/Select customers managed within Corporate Accounts regardless of PC count
What are we selling in H2? Low Cost Computing Innovation for Growth Business Insights
30 of the Best Free (or Inexpensive) Marketing Tips to Drive Your Pipeline
Your Presenters: The Partner Marketing Group is a marketing consulting resource for Microsoft partner organizations. Virginia Weinstein Virginia@thepartnermarketinggroup.com Michelle Glennie Michelle@thepartnermarketinggroup.com
Tip #1 There are many different list sources: complied lists, subscriber lists, association lists (www.asaecenter.org), Chamber of Commerce lists, Microsoft Ready-to-Go lists, and Manta (www.manta.com/mb) Best List – your own!Value: Lists don’t always have to be purchased. Some good lists are right in front of you and free.
Tip #1 – Free List Examples of free list on the Central Contractor Registration (CCR)https://www.bpn.gov/CCRSearch/Search.aspx
Tip #2 Clone your customers. Use InfoUSA “quick customer cloner” tool to find businesses that are just like your best customer. http://ca.infousa.com/?bas_session=new&bas_vendor=190000 Value: Develop a marketing list based on the attributes of your very best customers.
Tip #3 Start building your own list with current customers, people who call your business for information, local media members, and members of professional organizations you belong to. Value: Start building your marketing list with your current in- house list. These are contacts you already have – they just might not be in an electronic format or combined into one.
Tip #4 Use a physical sign-up sheet, “fish bowl” or a lead retrieval scanner at trade shows or user conferences. Promote your newsletter at the show.Value: People are giving you permission to market to them. They have expressed interest, as they have already stopped by your booth or attended your conference.
Tip #5 Use “Cause Marketing” to drive people to sign up for your e-newsletter. Example: The Partner Marketing Group will donate $1 to one of the deserving charities on our Pay it Forward page on our website for each partner organization that signs up for our e-newsletter at www.thepartnermarketinggroup.com. Value: You give to a good cause while building your list and people feel they have helped to contribute.
Tip #6 Add an online sign up box on your website. Have a call to action and make them want to join. Make it visible (3 places on website). Value: You are capturing email addresses and/or addresses, allowing you to nurture those contacts through your marketing efforts.
Tip #7 Strike when the iron is hot! Make sure you send a thank you email acknowledging that someone has signed up for your newsletter. Give instant satisfaction and make them feel welcome. Value: This builds your relationship, and decreases your chances of being viewed as SPAM. Companies that do not communicate within the first 60 days of a new list subscriber increase their chances of being labeled as SPAM over 50%.
Tip #8 When building your list don’t forget about:1. Blog 2. Email signatures 3. Customer support calls 4. Webinars and the last slide of your presentation 5. Invoices 6. Back of business card Value: Promote your newsletter as a value to your prospects and customers. If they don’t know about it, how can they sign up for it?
Tip #9 Remember these five things when building your e-mail marketing list: 1. Ask permission 2. Use existing resources 3. Listen to your audience 4. Building a list is an on-going process 5. Bigger is not necessarily better Value: You will start to build a quality lead generation list.
Tip #10 Use an e-mail frequency planner to track email marketing. Keep track of newsletters, events, press releases, and announcements.http://www.thepartnermarketinggroup.com/consultants-corner-downloads.phpValue: Frequency in email requires thoughtful planning. Your customers will appreciate a happy medium of messaging.
Tip #11 Send out a monthly or bi-monthly e-newsletter to your prospects and clients.Value: Low cost marketing tool that is forward-able, linkable, and measurable. With good, relevant content, the e-newsletters will position your company as an industry leader.
Tip #12 Truth – the best day to send e-mails is a constantly moving target. Depending on your target audience you may have better luck on the weekends.Value – Start your campaigns on a Tuesday or Thursday and test the waters. Once your campaign is established, try a weekend and compare your results. You will see the highest results from this.
Tip #13 SPAM – Avoid Spam Line Content Text Design Sale White Background Free All Capital Letters No Charge Red Text Offer Excessive Punctuations Register Today Excessive use of $$$Value: Get your email through to readers. You don’t want your hard work ending up in the Junk folder.
Tip #14 The three secrets to an effective e-newsletter are: 1. Focus on the content 2. Focus on relationships 3. Be genuineValue: Do this and you will be in the 5% of people that produce effective newsletters.
Tip #15 Compare your open and click through rates to industry averages. (www.emarketer.com) Value: You’re grading yourself. It’s your report card. Know where you stand.
Tip #16 Archive your e-newsletters on your website. Value: 1. Gives people who are considering subscribing a chance to see an example. 2. Gives people who are not subscribing the information from past articles. 3. May help increase your website’s search rankings.
Search Engine Optimization & Social Media Marketing
Tip #17 Visit www.linkpopularity.com to view how many in-bound links you have coming into your site. You can also visit your competitors’ websites to see where they are getting in-bound links from. Value: In-bound links are an important factor in increasing your page ranking in search engines.
Tip #18 Create a free local listing on Google, Yahoo and Bing. Google.com/LocalBusinessCenterhttps://local.adcentral.yahoo.com/locallistings/us/i2https://ssl.bing.com/listings/BusinessSearch.aspx Value: This is free advertising for your company. It will show your location and have a direct link back to your website.
Tip #19 Use Google Alerts (http://www.google.com/alerts) to give you the information you would be searching for on the web. Set up alerts for your company name, an industry keyword, your best customer, or even your competitors. Value: You spend less time looking for information that could automatically be emailed to you for free. You will also be alerted when your company name appears somewhere online.
Tip #20 When contributing to a blog (your own or someone else’s), make sure you link relevant information back to your company’s website. Value: This can help improve your search rankings and drive traffic back to your website.
Tip #21 Where possible put the content from a PDF on a web page on your website and then offer a download of the PDF. Value: PDF’s are indexed, but hard to optimize. This will increase the value of the keywords from the document and drive more traffic to your website.
Tip #22 Add your connections to Twitter, LinkedIn, or Facebook to your email signature. Value: This will show people where you are posted online and bring awareness to your profile on these sites.
Tip #23 Make sure you have 100% profile completeness on Linkedin. Value: This will increase your searchability within the Linkedin network.
Tip #24 Get recommended by your customers, colleagues, and partners or ISV’s. Value: Being recommended will show prospects and other customers the level of work that you do.
Tip #25 Create a company profile in Linkedin. Value: This makes your company searchable. Ask employees to update their profile to be associated with your company.
Tip #26 Poll your network on Linkedin. Value: This is a tool that is free if you only poll your network. Use this to poll your customers on industry trends or new ideas you may be considering in your company.
Tip #27 Watch the questions that are being asked in the Answers tool. Value: You can build your reputation as an industry expert. If your answers are selected as the “Best” you can earn Expert points.
Tip #28 Use the Events tool to promote your next meeting, training or customer event. Value: You can generate excitement about your events in addition to informing your customers and prospects about all your company offers.
Tip #29 Know who is viewing your profile. Value: Not only will you will see the traffic that your profile is getting, you will be able to see the types of people that are viewing it.
Tip #30 Change your Public Profile default to your name or something that personally identifies you. An example: http://www.linkedin.com/in/michelleglennie Value: This will give you more versatility in using this link and it will be more recognizable than letters and numbers.
Questions? You can email us at email@example.com
Dynamics Update Melanie Roseland-Stoddard, Central Region Dynamics PAM Manager
Annual Dynamics Customer Conference April 24 – 27, Atlanta, GA Why 10,000 people will be attending: Learn how you can get the most out of your Microsoft Dynamics solution. Get up-to-date on the latest Microsoft products and technologies. Network with Microsoft product experts, executives and your peers. The event is cost-effective, convenient, and designed to meet your needs. Learn the strategy and future plans for your Microsoft Dynamics solution. Closing Event called “Inside Track” for prospective Dynamics customers April 25, 3:30 -5:30 Customer Panel Executive Presentation Hundreds of prospects attending 90% purchase rate from attendees Partner Briefing will be held virtually this year – one week prior to Convergence NEW! Follow events at Convergence on Facebook Twitter LinkedIn Flickr http://www.microsoft.com/dynamics/convergence/atlanta10/
Jan 3, 2010 – March 31, 2010 Minimum purchase of 5 CRM users or 1 CRM Server http://www.microsoftincentives.com/BigEasy4/estimate.aspx Big Easy V4
GP 2010 Sales/Pre-Sales Partner Readiness Events Dates in the following cities (click here to visit PartnerSource page to register):
GP 11 Launch MSFT Sponsored, Prospect-Focused Launch Events in the following Central Region cities5/4 – Minneapolis 5/6 – Detroit 5/11 – Las Colinas 5/13 – Downers Grove