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Online Marketing And Sales Strategies That Win In A Recession Small And Medium Size Organization

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What Recession? …

What Recession?

Even during these tumultuous times, smart organizations are able to grow their businesses and expand their markets. They are slashing customer acquisition costs while increasing their customer base.
How are they doing it? By employing smart marketing strategies, collaborative sales processes and transformative technologies!
This presentation walks through successful strategies that small and mid-market businesses are employing to beat this recession and best their competitors.

Published in: News & Politics, Business

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  • What is Working?THE INTERNET IS THE PLACE WHERE TODAY’s CUSTOMERS ARE GOING to research products and servicesPrint media is dead and bankrupt!Electronic advertising is FOR THE RICH AND FAMOUS!INTERNET MARKETING is for the rest of us and it is smart!Marketing on the Internet requires a completely different mindsetRemember your competitor is just a link and a click awaySmart and Innovative Strategies – ONE STOP SHOP IS OUT! NICHE IS IN!Focus on niche products and services – defining your Blue OceanTargeted and focused marketing efforts – based on search keywords, My friends, My Interests [social media], and Online communities [email marketing through communities]Expanding beyond immediate geographies to capture larger market sharesThought leadership – engaging customers through whitepapers, online seminars among other cheaper and effective engagement modelsEngaging your customer at his or her desk – e-collaboration with virtual sales tools and re-tooled sales forceIt pays to have a relationship with a profitable customer - Get them paying first and then build a relationship!Design products and services
  • What is Working?THE INTERNET IS THE PLACE WHERE TODAY’s CUSTOMERS ARE GOING to research products and servicesPrint media is dead and bankrupt!Electronic advertising is FOR THE RICH AND FAMOUS!INTERNET MARKETING is for the rest of us and it is smart!Marketing on the Internet requires a completely different mindsetRemember your competitor is just a link and a click awaySmart and Innovative Strategies – ONE STOP SHOP IS OUT! NICHE IS IN!Focus on niche products and services – defining your Blue OceanTargeted and focused marketing efforts – based on search keywords, My friends, My Interests [social media], and Online communities [email marketing through communities]Expanding beyond immediate geographies to capture larger market sharesThought leadership – engaging customers through whitepapers, online seminars among other cheaper and effective engagement modelsEngaging your customer at his or her desk – e-collaboration with virtual sales tools and re-tooled sales forceIt pays to have a relationship with a profitable customer - Get them paying first and then build a relationship!Design products and services
  • What is Working?THE INTERNET IS THE PLACE WHERE TODAY’s CUSTOMERS ARE GOING to research products and servicesPrint media is dead and bankrupt!Electronic advertising is FOR THE RICH AND FAMOUS!INTERNET MARKETING is for the rest of us and it is smart!Marketing on the Internet requires a completely different mindsetRemember your competitor is just a link and a click awaySmart and Innovative Strategies – ONE STOP SHOP IS OUT! NICHE IS IN!Focus on niche products and services – defining your Blue OceanTargeted and focused marketing efforts – based on search keywords, My friends, My Interests [social media], and Online communities [email marketing through communities]Expanding beyond immediate geographies to capture larger market sharesThought leadership – engaging customers through whitepapers, online seminars among other cheaper and effective engagement modelsEngaging your customer at his or her desk – e-collaboration with virtual sales tools and re-tooled sales forceIt pays to have a relationship with a profitable customer - Get them paying first and then build a relationship!Design products and services
  • Transcript

    • 1.
    • 2.
    • 3. What is the effect of recession?
      Why Traditional Marketing and Sales Strategies are not Working
      An analysis of why traditional methods of marketing and selling do not work in the Recession
      What is the strategy to win in a recession?
      Smart and Innovative Strategies that Work!
      A walkthrough of the different smart and innovative strategies for winning in the recession
      What is the right technology for implementing innovative strategies?
      The Technology for Transformation of Customer Acquisition
      Overview and supporting features of SharePoint and new generation tools and concepts
      So, how do we move forward?
      The Roadmap and Approach for Moving Forward
      An overview of the roadmap, approach and ROI
    • 4. Why are Traditional Marketing and Sales Strategies working?
      Traditional Marketing = Brand Building and Mass Marketing techniques
      Inappropriate for small to mid-size businesses
      Generating quality and quantity leads using traditional marketing is people and process intensive
      SMBs get caught in managing people and processes rather than focusing on smart ways of generating the required volume and quality of leads
      Inefficient mechanism for SMBs to go with only traditional marketing especially during recession
      Cost Intensive
      Use of print and electronic media is really expensive
      Does not allow for efficient tracking of leads
      Longer sales cycles required to generate revenue
      Lacks focus and targeting
      Traditional marketing lacks focus, leading to a wide swathe of customers, reducing the amount of quality leads generated
      Low conversion rates
      Not as effective and persuasive enough to convert leads into opportunities
    • 5. Why are Traditional Marketing and Sales Strategies working?
      Traditional Sales Strategy = Cold Calling and… Playing Golf!
      Higher cost of customer acquisition
      Traditional sales strategies rely heavily on people intensive processes for follow up using cold calling, travel to customer places and spending time with the customer for building relationships
      Does not focus on strategies to get the customer to pay in a short span of time – increasing the cost of customer acquisition as the day passes
      Smaller Pipelines
      Traditional sales strategies are focused more on closing the sale “IN PERSON”, making it difficult for a sales person to efficiently grow and manage a large pipeline of opportunities
      Larger Sales Cycles
      The nature of traditional way of selling inherently increases the sales cycles
    • 6. What is wrong with the process and technology supporting marketing and sales today?
      Current Process Issues with Marketing
      “Made for traditional marketing”
      Current products and services are designed to be marketed and sold using traditional marketing and sales techniques
      Lack of Online Selling Approaches
      Traditional marketing lacks the focus on utilizing the internet as a marketing and sales platform
      Lack of electronic catalogs and online selling approaches increase the cost, effort and people required to sell a product or a service
      Lack of Variable Selling Approaches
      Most often than not, products and services are sold at fixed price
      There is lack of process and thought built within the system to allow for variable pricing and promotions of the products targeted towards different types and sizes of audiences
      Marketing and Sales do not go hand in hand
      There is no direct link between marketing and sales – marketing sets up the expectations around a product or service to the customer and sales team pitches the same product in a manner – leading to a very confused customer, and customer loyalty towards your organization
    • 7. What is wrong with the process and technology supporting marketing and sales today?
      Current Process Issues with Marketing
      Messaging is more “Generalized”
      In most cases, marketing messages are not focused and is generalized to meet the curiosity and interests of a large base of potential buyers
      Even if the messages are focused, there is a lack of ability and mediums to deliver the messages effectively to targeted audiences without increasing the costs
      Current marketing processes cannot assess the interests of the end users so that they can tailor marketing messages specifically based on their interests in your organizations products or service offerings
      A Closed Approach
      Traditional marketing does not allow itself to adapt to the latest and extremely effective internet media, search engine and community based marketing
    • 8. Current issues with Technology
      Effective Technology is Cost Prohibitive for SMBs
      Only large organizations have invested in comprehensive portal technologies that enable targeted marketing
      Smaller and medium size organizations have to rely on the Excel Spreadsheets or CRM systems to manage their marketing and sales processes – leading to lack of systems to truly “Enable” these teams for Smart Marketing and Sales
      Lack of Technology / Solution infrastructure
      SMBs generally lack the infrastructure and solutions that are comprehensive and allow them to change and manage product pricing, and promotions through a single technology platform
      Lack of integrated marketing platforms for email, social, and web marketing
      Traditional marketing employs traditional systems – which are nothing but data storage and reporting systems, but are not extensible so that they can be integrated with email, social and web marketing information
    • 9. What is Working? – Smart and Innovative Strategies that Work!
      Marketing using the Internet is Definitely Working!
      Internet is the place where today’s Customers are going
      The capability of the internet to lend itself to allow end users to research and compare products and solutions before they can close in on the buying decision has made it a popular destination for today’s customers
      This has made the internet literally a Gold Mine for smart organizations – not only because they can find customers easily, but also because they can close opportunities at minimal costs
      Moreover the internet provides the ability to deliver variable messaging to targeted customers using micro-sites, track the results, and fine tune the messaging in a quick and efficient fashion.
      The emerging technologies and tools on the internet has made it possible for organizations to further reduce the costs of customer acquisition by using tools like online conferencing and virtual meetings – delivering the right kind of products and solutions to customers at their desk without getting out of the office
      Internet
    • 10. What is Working? – Smart and Innovative Strategies that Work!
      The Internet and the Masses – some Statistics
      • 191 million U.S. people age 2+ online in a month, spending an average of 30 hours online per person.
      • 11. 77% of 841 million global Internet users now outside of U.S.
      • 12. 99% of online population search in a month, conducting 80 searches per person
      • 13. 73% of online population stream a video, viewing an average of 83 videos per viewer per month. Up 50% vs YA
      • 14. 67% of online population visit a social networking site, spending 4 hours per month per visitor
      • 15. Online consumer spending totaled $200B in 2007, up 20% vs. YA Non-travel represents 8% of consumer spend (excl. food, gas, and autos) .
      Source: ComScore
      How does the Internet Matter to your Organization?
      • 90% of all internet users rate using a search engine as their most common practice while online
      • 16. Out of this 90% of Internet Users, 80% ranked researching a product or service online as their first reason for using a search engine followed by weather and news
      Marketing using the Internet is Definitely Working!
      Internet is the place where today’s Customers are going
      The capability of the internet to lend itself to allow end users to research and compare products and solutions before they can close in on the buying decision has made it a popular destination for today’s customers
      This has made the internet literally a Gold Mine for smart organizations – not only because they can find customers easily, but also because they can close opportunities at minimal costs
      Moreover the internet provides the ability to deliver variable messaging to targeted customers using micro-sites, track the results, and fine tune the messaging in a quick and efficient fashion.
      The emerging technologies and tools on the internet has made it possible for organizations to further reduce the costs of customer acquisition by using tools like online conferencing and virtual meetings – delivering the right kind of products and solutions to customers at their desk without getting out of the office
      Internet
    • 17. What is Working? – Smart and Innovative Strategies that Work!
      One Stop Shop is Out – Niche is In!
      defining your Blue Ocean
      Organizations have to move towards delivering niche products and services using an optimal combination of value based as well as cost based selling
      Targeted and focused marketing efforts
      based on search keywords, My friends, My Interests [social media], and Online communities [email marketing through communities]
      Expanding beyond immediate geographies
      Using the power of the internet to capture larger market shares and larger customer base with low investments
      Thought leadership
      Engaging customers through whitepapers, online seminars among other cheaper and effective engagement models
      It pays to have a relationship with a profitable customer - Get them paying first and then build a relationship!
      Which ever the customer, whatever the product – it is very important for sales teams to get the customer to pay first, and then spend time on building relationships
    • 18. Making Sales Processes Work in Tandem with Marketing
      • Allowing Sales Teams to do more with Less
      • 19. Currently, marketing just provides a bunch of leads to the sales teams who then follow the long and tedious process of qualifying, following up and converting the lead into a sale
      • 20. Marketing should contribute immensely to the lead qualification and conversion processes – upfront filtering and qualifying the leads, so that Sales spend time only on following up and converting the HOTTEST leads
      • 21. This makes the sales teams more effective, productive and efficient, and also reduces the sales closure cycles
      • 22. Making sales and marketing teams smart, efficient and focused
      • 23. Marketing knows exactly who are the target audiences for specific products and offerings, and how to target them to generate a lead.
      • 24. Moreover, marketing has greater research intelligence and market knowledge than the sales teams who are just focused on closing the deals / increasing the pipelines
      • 25. The sales teams would be greatly benefited by the marketing and research information and allows them to be smart when targeting a customer for the sale of a product or a offering.
      • 26. Moreover, sales teams can collaborate with marketing to provide feedback based on real life customer experience, which can be used by marketing to fine tune the messages to generate quality leads easily through campaigns, eMarketing or the website.
    • Desired Features of Technology Supporting New Generation Marketing & Sales Processes
      A Technology Platform or a Solution that can
      Centralize the marketing and sales activities – from targeting to lead generation to sales closing and building relationships
      Should provide a centralized collaboration environment which can help bring together the sales and marketing intelligence which in turn can help the teams to focus and target markets and customers in an efficient manner
      Should allow provisioning of tools and applications in a self service, automated and contextual manner, reducing the time spent on the managing and executing internal processes in turn increasing the amount of productive time to focus building niche product and services offerings and closing sales in a better informed manner
      Should support integration of online meeting and collaboration tools like web conferencing, chats, virtual meetings among others.
      Should be capable of bringing together information from backend marketing and sales systems like CRM and Lead management solutions and deliver it to the teams in a meaningful manner
      Should allow for tracking and analysis of campaign statistics, sales effectiveness among others to help build future trends and roadmap for moving forward towards building a successful organization.
    • 27. A Brief Overview of SharePoint as the Desired Technology Platform
      Reporting and Dashboards
      Content Management
      Extensible Search
      Multi Lingual Websites
      Metadata
      Management
      Workflows and Forms
      Rich Media Integration
      Document Mgmt
      Marketing Teams
      Microsoft SharePoint
      End Users / Consumers
      Marketing Portal
      Content Rich Multi Lingual Web Sites
      Sales
      Teams
      Collaborative Sales Portal
    • 28. Proof in the Pudding - Case studies
      eMarketing and Sales enablement
      Solution implementations using
      Microsoft SharePoint
    • 29. Walkthrough of Solutions that Go Beyond CRM, and eMarketing
      FSI Benefits from Implementing a Public Website with Centralized Lead Capture and Management with SharePoint
      With a goal of reducing the costs involved in managing and maintaining a large marketing and sales teams, FSI decided to implement a website which by itself was capable of converting leads to making a sale online.
      Optimus BT implemented the FSI public website with WSS 3.0 – a free add-on on top of Windows Server 2003 which provided them with the following features
      • A self service based approach for creating and managing website content, delivering promotions and capturing and managing leads in an automated fashion
      • 30. Delivering information about their products and courses online, and also self service based selling approach using a online shopping cart – transforming their website from not only being a marketing tool, but also a robust sales tool
      • 31. Implementation of community based features like blogs and RSS that allowed them to build a good user base without spending a hefty amount on marketing
      • 32. Web 2.0 features including metadata and taxonomy management, allowing for a personalized user engagement model based on the user’s context
      • 33. eMarketing (SEO and PPC) friendly website, further reducing the cost of marketing the offerings of FSI through traditional marketing approaches
    • The FSI Public Website
      Completely implemented using WSS 3.0 this portal utilizes the best of breed features of SharePoint to deliver the following functionalities
      • Online Lead Capture and Management
      • 34. Online Shopping Cart of Courses and Products
      • 35. Online Delivery of interactive rich media like video and audio files
      • 36. Self Service Based Content Authoring and Publishing
      • 37. Community based marketing using Blogs, RSS and Live Chat functionalities.
      Online Lead Capture
      Various tools and approaches for capturing of leads online. The leads that are captured are stored and managed using SharePoint lists on the Website
      Engaging the Users
      The Website included various user engagement models including the use of interactive audio and video files, again integrated with lead capture mechanisms
    • 38. The Online Product Catalog
      The Product catalog was managed and maintained completely on the SharePoint infrastructure using SharePoint lists and libraries, including the end user shopping carts, statuses and transaction information
      The Online shopping cart was integrated with online payment gateway for allowing users to buy products directly from the website by providing their credit card information, paving way for closing the sale right on the website.
    • 39. Community and Social Marketing
      The website included various methods of community and social marketing approaches including community blogs, information syndication, bookmarking among others. This allowed FSI to build and maintain a good user base leading to word to mouth marketing, further reducing the costs while increasing the user base.
      Web 2.0 Features
      Some of the web 2.0 features like tagging and metadata management, contextual information aggregation and delivery tools like top downloads, popular products, favorite demos among others were implemented – allowing the content of the website to be tracked and rated by end users. Moreover, these features allowed FSI to target specific content to specific target customers increasing the quality of leads.
    • 40. Looks Complex and Prohibitive?
      The Solutions were built and deployed in a time frame of 8-12 weeks
      The costs of building the solutions were < $ 50,000 - including planning, architecting, implementing, testing and deploying…
      We provide All in ONE Total Marketing Solutions for Small Businesses
      - Designer, Developer, Artist, Writer, Marketing Guru, SEO specialist, eMarketing Specialist and More – all in a cost effective and affordable manner.
    • 41. Overall Roadmap for Implementing New Generation Marketing and Sales Processes
    • 42. Our Services and Offerings for Marketing and Sales Enablement
      Strategy, Market Research and Tactical Plan
      Search Engine Optimization 2.0
      Google AdWords / Yahoo SEM and Analytics
      Email Campaign
      Networking Marketing
      Webinar Promotion
      Whitepaper Syndication
      Press Releases
      Brochures, Logos, Booth Designs
      Web 2.0 Website Design
      Sales Enablement Portal, Design Development and Implementation with SharePoint
    • 43. Our Packages
    • 44. The Next Steps
      Sign up
      with us for an Analysis and Recommendations session of your current Marketing and Sales Processes and Technologies

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