Converting Low Value Clients to High Value Clients
This session examines the marketing of hosted services. In recent years, many services such as shared hosting have transitioned from the early adopter to the pragmatist stage of client adoption. Other services, such as SaaS are at the beginning of their adoption cycle and will soon provide lucrative sales rewards to companies who are positioned correctly. This session will link marketing theories to concrete actions which you can take to position your company. The discussion will include an overview of web analytics, email marketing, and search engine optimization tools to help you measure your success.
Hosting Trends and Opportunities Market Trend Key Players Parallels Driven Opportunities 16% Growth per year is expected through 2011 Parallels helps optimize your computing resources to minimize your costs and maximize up-selling and revenue. Applications increase average revenue per client Parallels SaaS standards, virtualization, and automation tools help providers offer more applications at a lower cost. Big Companies have entered the hosting market Parallels provides software which allows you to compete with the big players. Flexible APIs mean you can be faster to market. Virtualization is improving hosting efficiency Integrated automation and virtualization products provide an improved hosting infrastructure and customer services. Windows Apps provide revenue opportunities Parallels helps you launch Exchange, SharePoint, and CRM to provide high revenue services.
Marketing Bell Curve “ The Chasm” Source: “Crossing the Chasm” and “Inside the Tornado” by Geoffrey Moore Goal: Be the market leader when a product or solution “crosses the chasm” Visionaries Geeks Early Adopters Conservatives Pragmatists Skeptics Mainstream Market ($$) Unknown
April 14 Article : Salesforce and Google team to conquer the enterprise
“ Master Joe” says … First of all, since when is the SaaS thing such a big deal? I have to be honest. I would prefer desktop applications, over a web-based productivity suite, any day of the week. I prefer to have FULL control over my applications, and to know exactly what they are doing, what information is being transmitted to and from them, and who can see that information. … Question: Master Joe is a ___. a) Early Adopter c) Conservative b) Pragmatist d) Skeptic
Question: Where is web hosting in the product marketing cycle?
CAMBRIDGE, Mass - Despite a long-term future marked by commoditization, enterprise spending on Web 2.0 technologies will surge over the next five years, growing 43 percent each year to reach $4.6 billion globally by 2013, according to a new report by Forrester Research, Inc. The five-year Forrester forecast includes a breakdown of future business spending on technologies such as social networking, RSS, blogs, wikis, mashups, podcasting, and widgets, as well as an analysis of enterprise Web 2.0 spending across North America, Europe, and Asia Pacific. Forrester believes that Web 2.0 technologies represent a fundamentally new way to connect with customers and prospects and harness the collaborative power of employees. Large enterprises such as General Motors, McDonald’s, Northwestern Mutual Life Insurance, and Wells Fargo have all made heavy use of these tools, and 56 percent of North American and European enterprises consider Web 2.0 to be a priority in 2008 according to a recent Forrester survey.
Where We Are Today? Visionaries Geeks Early Adopters Shared Web Hosting VPS Hosting Dedicated Hosting Domain Registration Webmail
Are you marketing to Pragmatists and Conservatives?
Pragmatists: buy based on ROI, ensure that the product/service will help their business, only buy if other pragmatists have purchased, buy leading brand
Conservatives: skeptical of technology, require ease-of-use, buy commodity products and shop for the best value
Study by NIFB (National Federation of Independent Business), 2001
How Difficult Are Their Problems?
Survey by Zeryn of Small Business in Service Areas, 2005
Poor Earnings (Profits) 20 Effective Business Use of the Internet 61 Ability to Cost-Effectively Advertize 34 Locating Qualified Employees 3 Federal Taxes 2 Cost of Health Insurance 1 4% 8% 12% 29% 46% Keeping Up with New Technology 22% 48% 26% 0% 4% Not Enough Growth 0% 12% 16% 36% 36% Losing Customers to Competition 31% 38% 15% 8% 8% Finding New Customers 5 4 3 2 1 (1 = least difficult, 5 = most difficult)
People can remember 1-2 things about your company.
Do you know what those are?
“ _________ is a leading IT infrastructure provider to startups and small to mid-size businesses, delivering highly scalable hosting solutions that allow customers to focus on the possibilities of the Internet, not the problems. We provide award-winning Managed, Self-Managed, and Co-location hosting services through __ state-of-the-art data centers in __ cities across North America connected together by our ultra-fast network.” Question: How many things are people being asked to remember in the positioning statement below?
Contacts, calendaring, mobile mail, anti-spam, anti-virus – sell at $3-$12/month/user
Many ISVs might be sitting right next to you with solutions that can increase your revenue per customer and your profit margins
Where Can We Go Tomorrow? Visionaries Geeks Early Adopters Shared Web Hosting VPS Hosting Dedicated Hosting Domain Registration Webmail Conservatives Pragmatists Skeptics Mainstream Market ($$) Unknown Mobile Web Creation/Hosting Virtual Desktop VPS with legal software suite Web Hosting in Minneapolis Hosted Applications
Path to Winning High Value Customers Paying Clients Low Value Clients Internally Hosted Businesses High Value Clients Leads / Prospects Trial Participants
When a client provides an email address to download a 30-day trial … some follow up is required …
Timing* Goal Email Title
Sample programs and re-brandable letters are available for Parallels Automation customers
* Email program should identify whether person has enrolled or cancelled before sending an email Thank user, see if they will (1) respond to a price offering or (2) complete a survey 35 days Account Expired Reminder that account will be terminated, enrollment link 29 days Expiration In 1 Day Inform that trial is ending, prominently place enrollment link 23 days Trial Expiring Ensure prospect is using trial, describe benefits to explore 7 days Checking In Welcome letter – describe where to get help and describe benefits 0 days Welcome Letter