Targeted awareness & demand generation marketing-sales program drives revenue & leads by marketing reaching the people most critical to the sales funnel

1. Targeted Decision Maker & Influencer
(TDMi ©)!
Targeted Awareness & Demand Gen Drive Revenue & Leads by Marketing Reaching
Marketing-Sales Program! People Most Critical to Sales Funnels !
Quick ROI through leverage of existing marketing programs!
Significant driver in marketingʼs contribution to PTCʼs (NASDAQ: PMTC)
$600M revenue & $1.5B market cap growth between 2004-2009!
©
2012
Sco)
M.
Brazina
-­‐
All
Rights
Reserved

2. TDMi
Program
starts
with
delivering
the
‘Who’
to
market
to
• TDMi
program
defines,
finds
&
tracks
results
with
the
decision
makers
&
influencers
criLcal
to
sales
• A
disciplined
approach
to
ensuring
the
people
most
important
to
the
sales
pipeline
are
effecLvely
marketed
• Leverageable
by
exisLng
markeLng
programs,
the
TDMi
program
provides
quick
&
significant
markeLng
ROI
Who
How
What
TDMi
Market
Integrated
campaigns
of
rich
content
PorIolio
of
Integrated
Segment
provide
‘Inbound
Marke8ng’
to
TDMi
Inbound
Marke8ng
Programs
segments
Beyond
TDMi
External
Influencers
TDMs
Inside
TDMi
=
Sweet
Spot
Target
Accnts
Influencers
Inside
Target
Accnts
• Aligned
to
corporate
growth
objecLves
TDMi
• Valuable
&
compelling
content
• Increase
awareness
&
purchase
• Decision
makers
&
influencers
inside
pipeline
• Matched
to
awareness
level
consideraLon
accounts
• Delivered
by
appropriate
vehicle
• Deliver
mktg
qualified/sales
accepted
• Influencers
outside
accounts
• Linked
campaigns
create
markeLng-­‐driven
leads
• >35%
reach
or
you’re
not
‘moving
the
needle’
‘conversaLon’
• Drive
Revenue
©
2012
Sco)
M.
Brazina
-­‐
All
Rights
Reserved
2

3. TDMi
Program
Process
&
Deliverables
TDMi
Program:
-­‐
Confirms
sales
&
markeLng
agreement
on
all
people
inside
&
outside
accounts
criLcal
to
sales
pipeline
purchase
decisions
-­‐
Creates
a
definiLve
TDMi
market
segment
for
the
sales
pipeline:
•
TDM
=
individuals
inside
the
account
who
are
part
of
the
purchase
decision
•
Internal
Influencer
=
internal
individuals
who
influence
the
TDMs
•
External
Influencer
=
external
individuals
who
influence
the
TDMs
-­‐
Results
feed
exisLng
markeLng
programs
ensuring
markeLng
is
reaching
the
TDMi
segment
-­‐
Delivers
markeLng
interacLon
&
lead
reports
to
markeLng,
sales,
business
development
-­‐
Confirms
awareness
gains
&
provides
needs
insight
significant
for
product
planning
through
regular
surveying
of
TDMi
segment
Program
Deliverables
Descrip8on
TDMi
customer
&
prospect
IdenLficaLon
of
&
contact
informaLon
for
the
TDMi
segment
market
segment
for
all
sales
pipeline
accounts
Ensure
exisLng
markeLng
Through
integraLon
with
exisLng
markeLng
programs,
track
programs
are
reaching
people
reach
rate
&
material
that
is
consumed
by
the
TDMi
segment
most
criLcal
to
sales
pipeline
MarkeLng
interacLon
&
lead
Show
when
&
what
materials
TDMis
consume.
Provides
reports
acLonable
informaLon
for
markeLng
&
sales
Confirmed
TDMi
awareness
shi_
Regular
survey
determining
TDMi
awareness,
purchase
intent,
soluLon/product
prioriLes
&
corporate
iniLaLves
©
2012
Sco)
M.
Brazina
-­‐
All
Rights
Reserved
3

4. TDMi
Results
&
Awards
• Development
of
the
market
segment
most
criLcal
to
sales
pipeline
-­‐
TDMi
• Targeted
awareness
&
demand
generaLon
with
TDMi
segment
• Confirmed
reach
to
TDMi
segment
to
‘move
the
needle’
levels
>35%
• InformaLon
immediately
valuable
for
customer/prospect
sales
calls
• Promotes
closer
sales
&
markeLng
team
collaboraLon
• A
Marke&ng
Leadership
Council®
best
pracLce
for
‘Sales-­‐MarkeLng
Interplay’
• Significant
driver
in
markeLng’s
contribuLon
to
PTC’s
$600M
revenue
&
$1.5B
market
cap
growth
between
2004-­‐2009
Next
Steps
Meet
for
greater
detail

"Review
your
situaLon
 Discuss
impact
&
approach
"
Sco)
Brazina
PTC
Senior
Vice
President,
Enterprise
MarkeLng
‘02-­‐’09
(m)
978.479.1331
smbrazina@mac.com
©
2012
Sco)
M.
Brazina
-­‐
All
Rights
Reserved
4