Jennifer is an IndustryMarketing Manager at Avanade with responsibility for the companys North America MicrosoftDynamics ERP go-to- markets and Health CRM marketing.
Like most large Microsoft Partners, Avanade needsto GENERATE AWARENESS and DRIVE TRAFFIC to its ERP and CRM websites. More importantly, theyneed to CONVERT that traffic into sales-ready leads.
Jennifer has historicallyrelied on traditional partner marketing tactics like trade shows, webcasts, directmail and email to reach her objectives.
But that was before Jennifer realizedhow effective her efforts would be if shefocused less on getting in front ofprospects and more on gettingfound online and driving
So Jennifer decided totransform her marketing tofocus more on blogging,search engine optimizationand social media to driveawareness and traffic, as wellas insides sales to nurture andqualify sales-ready leads.
Buyers have changed.Disclaimer: Use of social media company icons is for instructional purposes only and in noway implies an association or partnership with any of the individual companies, or approval,sponsorship, or endorsement by any of the individual companies.
Today’s approach:“GET IN THEIR FACE”when they’re not looking.Tomorrow’s approach:“GET FOUND”when they are looking.
12b 2.75b 2.25b17 billion searches are conducted every month. SOURCE: COMSCORE, AUGUST 2010
46%of daily searches are for info on products or services. 46% Products and Services
Get inside your customer’s head Concerns - Hate being sold to - Find it offensive to give name and email - Don’t want to get spam sales emails - Don’t have time to teach a sales person about their business problems
Understand what motivatesthem Concerns Motivations - Want to solve my problem - Education - Data/information reports - Recommendation from a peer - Meeting other people like me that have insights to share
Create a solution that enticesthem and addresses their concerns Concerns Entice & Address Concerns - Tell them – in simple terms – what you offer and how it addresses their business problem. - Provide customer testimonials, address vendor risk. - Offer free “fit” assessments, address product viability and fit concerns. - Provide demos and paid trials to prove value.
Make stuffpeople want…Start creating & publishing content that isthat is meaningful and relevant to yourtarget buyer:• Top-notch blog articles• New market data• Industry research, reports, & studies• Educational content
• The more we give, the more we’ll get.Be generous. • Increase # of pages and inbound links. • Build trust, credibility and good will.
Be consistent. Daily executive article summaries (blog) Weekly executive newsletter Monthly e-books, reports and white papers Quarterly webinars
2 Optimize “6 RETAIL TRENDS you MUST understand & embrace.” vs. “Retail Trends”
How do you get more links? Create content worth linking to!
3 Promote Disclaimer: Use of social media company icons is for instructional purposes only and in no way implies an association or partnership with any of the individual companies, or approval, sponsorship, or endorsement by any of the individual companies.
MOFU in a nutshell 2. 1. Nurture Convert traffic prospects into leads 3. into prospects Qualify leads into sales opportunities
Converting is allabout helpingpotential prospectstake action.
Give great directions. ?Create:• Relevant websites & landing pages• Clear calls to action• Compelling offers
Create clear, relevant websites What is it? Who is it for? Where’s the proof?Example: Avanade ERP for ConstructionMicro Website
Clear calls-to-action How do I get it? How do I get it?Example: Avanade ERP for ConstructionMicro Website
Compelling offers…What is it?What do I get?What do I need to do?
Nurturing is all aboutguiding prospects fromgeneral awareness toactively considering yourproducts and services.
Creating, optimizing, and promotingexceptional and unique content arealso the keys to nurturingprospects into leads
Remember! Your buyer has changed. Disclaimer: Use of social media company icons is for instructional purposes only and in no way implies an association or partnership with any of the individual companies, or approval, sponsorship, or endorsement by any of the individual companies.