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© Copyright David J Brown 2014. All Rights Reserved. 
1 
The new rules engagement – 
marketing Cloud and Cloud-based solut...
Buying software – the traditional way 
purchase 
© Copyright David J Brown 2014. All Rights Reserved. 
2 
research solutio...
© Copyright David J Brown 2014. All Rights Reserved. 
3 
The purchasing decision was 
based on risk, reward and ROI 
If th...
© Copyright David J Brown 2014. All Rights Reserved. 
4 
Upfront costs, implementation 
expense and the go-live risks 
wer...
© Copyright David J Brown 2014. All Rights Reserved. 
5 
While the customer 
implemented the 
solution … 
...the software ...
But this all started to change: 
o the recession of 2008 when IT purchases 
were delayed or postponed – companies 
made do...
Companies like Amazon started offering 
“buy what you need, when you need it” 
technology services - at wafer-thin margins...
A shift had taken place, 
© Copyright David J Brown 2014. All Rights Reserved. 
prices were falling 
and …
© Copyright David J Brown 2014. All Rights Reserved. 
9 
…the risk moved from the buyer 
to the supplier. The day of the 
...
© Copyright David J Brown 2014. All Rights Reserved. 
10 
Buyers … 
o became resentful of paying for features and 
functio...
Technology selling moved from features and functions 
to a “consumption-based” discussion. It was less about 
what a techn...
The cost of switching technology 
suppliers dropped considerably, 
the solution had to be sold and 
re-sold everyday – mar...
…the single sales event was 
replaced with multiple, lower-margin 
© Copyright David J Brown 2014. All Rights Reserved. 
s...
Automated marketing program “blasts” 
will become a thing of the past – for the 
Cloud, a new approach is needed. 
© Copyr...
© Copyright David J Brown 2014. All Rights Reserved. 
15 
“…broad campaigns are expensive but, worse, 
they are inefficien...
© Copyright David J Brown 2014. All Rights Reserved. 
16 
Marketing automation allows the rapidly launch of 
programs thro...
© Copyright David J Brown 2014. All Rights Reserved. 
17 
Not only is it costly and inefficient to send 
broad messages to...
Today, almost every company 
promotes itself through social 
media and automated marketing 
programs. We’ve probably 
reac...
© Copyright David J Brown 2014. All Rights Reserved. 
19 
A new approach is needed – one that talks 
directly to the consu...
© Copyright David J Brown 2014. All Rights Reserved. 
20 
… a more targeted and 
relevant conversation 
focused on the end...
© Copyright David J Brown 2014. All Rights Reserved. 
21 
“The next ‘big thing’ in tech marketing will be 
‘micromarketing...
© Copyright David J Brown 2014. All Rights Reserved. 
22 
Micromarketing for Cloud solutions 
o the decision maker is the ...
© Copyright David J Brown 2014. All Rights Reserved. 
23 
Micromarketing … 
building conversation
© Copyright David J Brown 2014. All Rights Reserved. 
24 
A note from our 
workbook …
Marketing automation and micro marketing 
Dynamically– 
formed Contact Sets 
Fresh content (curated or built 
during the e...
Automated Micro/Responsive 
© Copyright David J Brown 2014. All Rights Reserved. 
1. Pre-programed 
2. Pre-built content 
...
© Copyright David J Brown 2014. All Rights Reserved. 
27 
A marketing “set” is a group of target 
buyers that share a char...
Dynamically– 
formed Contact Sets 
© Copyright David J Brown 2014. All Rights Reserved. 
Conversation-based 
28 
Building ...
Getting the attention of existing customers 
© Copyright David J Brown 2014. All Rights Reserved. 
29 
But often, understa...
Understanding consumption 
behavior is a start, but to have a 
meaningful conversation, you need 
to get your buyers to st...
To understand hot button issues, ask 
“What keeps buyers awake at night?” 
© Copyright David J Brown 2014. All Rights Rese...
Finding the hot button item 
© Copyright David J Brown 2014. All Rights Reserved. 
…for your set-based 
discussion
Buyers 
© Copyright David J Brown 2014. All Rights Reserved. 
33 
Building sets – getting to the hot button 
Industry 
sub...
Engaging buyers – motivation 
© Copyright David J Brown 2014. All Rights Reserved. 
34 
President 
CEO 
CFO 
Each buyer qu...
Building the polling set – hot buttons 
© Copyright David J Brown 2014. All Rights Reserved. 
Marketing 
Set 
Grouping buy...
Dynamically– 
formed Contact Sets 
Fresh 
content (curated or built 
during the engagement) 
© Copyright David J Brown 201...
© Copyright David J Brown 2014. All Rights Reserved. 
37 
But, what about prospective buyers? 
We have no 
information on ...
It works pretty much the same … 
…but, first we “poll” them to “homogenize” the set. 
© Copyright David J Brown 2014. All ...
© Copyright David J Brown 2014. All Rights Reserved. 
39 
Building the sets – potential customers 
Industry 
Role/Title 
M...
© Copyright David J Brown 2014. All Rights Reserved. 
40 
Polling … 
is the practice of sending out a social media message...
Let the conversation begin 
© Copyright David J Brown 2014. All Rights Reserved. 
“Polling” 
Set 
Marketing 
Set1 
Marketi...
Building the conversation 
One of the best ways to engage your 
buyers and potential buyers is with a 
frame-based discuss...
“Frames are mental structures that shape 
the way we see the world. As a result, they 
shape the goals we seek, the plans ...
Effective frames engage buyers 
They communicate messages that are: 
o relevant 
o important 
o demonstrate value 
o offer...
Building your frame … 
Your customer service team 
and tech support are great 
sources of input for building 
the frame. 
...
They understand how your customers are 
consuming value from your product today 
…and how new customers will receive 
valu...
Building the frame 
customer service 
tech support 
consumption (usage) 
role specific hot buttons 
© Copyright David J Br...
Then, develop the frame for the set “conversation” 
© Copyright David J Brown 2014. All Rights Reserved. 
customer service...
Using the frame to build a dialogue 
Well-designed frames ensure the 
micro-discussions are: 
o relevant and important 
o ...
The set-based frame 
…is a model for a responsive engagement with 
the target buyers. Showing how your solution 
solves th...
Responsive “frame-based” marketing… 
…drives the marketing engagement into 
the hands of those who have the most 
contact ...
Now, imagine … 
a situation where 
everyone in your company 
is marketing your 
solution. 
© Copyright David J Brown 2014....
“So once again we ask ourselves, why did we put up with this 
inefficiency? Well, it was the best we could do to reach the...
© Copyright David J Brown 2014. All Rights Reserved. 
dave brown 
dave@espressob2b.com
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The New Rules of Marketing for Cloud Technologies

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Automated content marketing may have run its course - for Cloud solutions a new approach is needed. Based on the book 'Consumption Economics' by J.B Wood, Todd Hewlin and Thomas Lah, we explore an approach to conversation-based marketing for Cloud technologies.

Published in: Marketing
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The New Rules of Marketing for Cloud Technologies

  1. 1. © Copyright David J Brown 2014. All Rights Reserved. 1 The new rules engagement – marketing Cloud and Cloud-based solutions
  2. 2. Buying software – the traditional way purchase © Copyright David J Brown 2014. All Rights Reserved. 2 research solution implement go live
  3. 3. © Copyright David J Brown 2014. All Rights Reserved. 3 The purchasing decision was based on risk, reward and ROI If the technology supplier could sell a vision of high reward, buyers were willing to take the risk – and that’s what companies like SAP and Oracle did. They promised great things from their software, and people were prepared to take the risk.
  4. 4. © Copyright David J Brown 2014. All Rights Reserved. 4 Upfront costs, implementation expense and the go-live risks were all assumed by the buyer.
  5. 5. © Copyright David J Brown 2014. All Rights Reserved. 5 While the customer implemented the solution … ...the software seller had already banked the check.
  6. 6. But this all started to change: o the recession of 2008 when IT purchases were delayed or postponed – companies made do with “good enough IT” o the adoption of Cloud solutions o mobile technologies – employees were building their own solutions from a library of apps © Copyright David J Brown 2014. All Rights Reserved.
  7. 7. Companies like Amazon started offering “buy what you need, when you need it” technology services - at wafer-thin margins. So did Google and a host of other companies. Salesforce.com, one of the first to adopt the SaaS model, offered $5 per month, per user for their Cloud-based solution. © Copyright David J Brown 2014. All Rights Reserved.
  8. 8. A shift had taken place, © Copyright David J Brown 2014. All Rights Reserved. prices were falling and …
  9. 9. © Copyright David J Brown 2014. All Rights Reserved. 9 …the risk moved from the buyer to the supplier. The day of the big technology purchase was coming to an end!
  10. 10. © Copyright David J Brown 2014. All Rights Reserved. 10 Buyers … o became resentful of paying for features and functions they didn’t use o adopted an “app mentality” – preferring to build their own device to a pre-packaged solution o expected “freemiun” or low-cost of entry o were willing to pay for additional features that were valuable or useful
  11. 11. Technology selling moved from features and functions to a “consumption-based” discussion. It was less about what a technology could do, and more about how it could be used – or consumed. The discussion shifted from one of CapEx to OpEx. Buyers would purchase more only if they received value. © Copyright David J Brown 2014. All Rights Reserved. 11
  12. 12. The cost of switching technology suppliers dropped considerably, the solution had to be sold and re-sold everyday – marketing and sales departments couldn’t declare victory and walk away when the first purchase order was signed … © Copyright David J Brown 2014. All Rights Reserved.
  13. 13. …the single sales event was replaced with multiple, lower-margin © Copyright David J Brown 2014. All Rights Reserved. sales efforts selling more features per user, more users per month and more apps per user.
  14. 14. Automated marketing program “blasts” will become a thing of the past – for the Cloud, a new approach is needed. © Copyright David J Brown 2014. All Rights Reserved.
  15. 15. © Copyright David J Brown 2014. All Rights Reserved. 15 “…broad campaigns are expensive but, worse, they are inefficient. Maybe they influence some target buyers, but we are also paying to reach thousands of other people that we don’t care about… we ask ourselves, why did we put up with this inefficiency?” “Consumption Economics: The New Rules of Tech” Wood, Hewlin and Lah
  16. 16. © Copyright David J Brown 2014. All Rights Reserved. 16 Marketing automation allows the rapidly launch of programs through email, social media and websites – but is this the best way to engage buyers?
  17. 17. © Copyright David J Brown 2014. All Rights Reserved. 17 Not only is it costly and inefficient to send broad messages to large contact lists – it’s incredibly frustrating to receive Tweets, posts, pokes and emails that are not relevant or important.
  18. 18. Today, almost every company promotes itself through social media and automated marketing programs. We’ve probably reached the point when there are more people sending content than receiving it! © Copyright David J Brown 2014. All Rights Reserved. 18
  19. 19. © Copyright David J Brown 2014. All Rights Reserved. 19 A new approach is needed – one that talks directly to the consumers of Cloud solutions…
  20. 20. © Copyright David J Brown 2014. All Rights Reserved. 20 … a more targeted and relevant conversation focused on the end user.
  21. 21. © Copyright David J Brown 2014. All Rights Reserved. 21 “The next ‘big thing’ in tech marketing will be ‘micromarketing’ – individual end-user marketing fueled by dynamic Consumption Roadmaps, targeted specifically at end users based on their unique industry, company , job role and level of sophistication” “Consumption Economics: The New Rules of Tech” Wood, Hewlin and Lah
  22. 22. © Copyright David J Brown 2014. All Rights Reserved. 22 Micromarketing for Cloud solutions o the decision maker is the end user o in the Cloud, we know all our users o intelligent listening gives us the insight needed o it’s possible to place highly targeted offers o we can track every reaction to an offer o we can respond to buyer behavior and technology consumption “Consumption Economics: The New Rules of Tech” Wood, Hewlin and Lah
  23. 23. © Copyright David J Brown 2014. All Rights Reserved. 23 Micromarketing … building conversation
  24. 24. © Copyright David J Brown 2014. All Rights Reserved. 24 A note from our workbook …
  25. 25. Marketing automation and micro marketing Dynamically– formed Contact Sets Fresh content (curated or built during the engagement) Marketing Set Copyright David J Brown 2014. All Reserved. Contact Lists Automated Market Automation Pre-built Content Programed Engagement Micro /Responsive Pre-built Content Conversation-based Engagement Marketing Set Marketing Set Marketing Set © Copyright David J Brown 2014. All Rights Reserved.
  26. 26. Automated Micro/Responsive © Copyright David J Brown 2014. All Rights Reserved. 1. Pre-programed 2. Pre-built content 3. Automated processes based on target buyers’ reaction 1. Built “JIT” while the program is running 2. Some pre-built content but greater emphasis on curating up-to-the-minute news, blogs and relevant publications 3. The process responds as target buyers react
  27. 27. © Copyright David J Brown 2014. All Rights Reserved. 27 A marketing “set” is a group of target buyers that share a characteristic: o an existing customer who has behaved a certain way based on their consumption of the Cloud-based service (tracked by the Cloud provider through intelligent listening) o a potential customer who responded in a certain way to a “poll”
  28. 28. Dynamically– formed Contact Sets © Copyright David J Brown 2014. All Rights Reserved. Conversation-based 28 Building the dialogue – existing customers With existing customers you have purchase and consumption history in order to group buyers into marketing sets based on characteristics they share. Understanding how they use the Cloud solution will help develop a micromarketing conversation. Pre-built Content Engagement Fresh content (curated or built during the engagement) Marketing Set Marketing Set Marketing Set Marketing Set
  29. 29. Getting the attention of existing customers © Copyright David J Brown 2014. All Rights Reserved. 29 But often, understanding consumption history is not enough to get buyers’ attention. Remember, we’re all swamped by so much content these days.
  30. 30. Understanding consumption behavior is a start, but to have a meaningful conversation, you need to get your buyers to stop what they’re doing and listen to you – for that, you need to understand their pain points, or hot buttons. © Copyright David J Brown 2014. All Rights Reserved.
  31. 31. To understand hot button issues, ask “What keeps buyers awake at night?” © Copyright David J Brown 2014. All Rights Reserved.
  32. 32. Finding the hot button item © Copyright David J Brown 2014. All Rights Reserved. …for your set-based discussion
  33. 33. Buyers © Copyright David J Brown 2014. All Rights Reserved. 33 Building sets – getting to the hot button Industry sub-vertical Mapping Buyers Orientation Business Orientation Able to Purchase Solution Technical Orientation Able to Purchase Solution Technical Orientation Able to Influence Purchase Decision Business Orientation Able to Influence Purchase Decision President CEO CFO SVP Operations VP Sales CIO VP Applications Dir IT Project Manager Influencers We start by mapping target buyers by role and title to understand their motivation.
  34. 34. Engaging buyers – motivation © Copyright David J Brown 2014. All Rights Reserved. 34 President CEO CFO Each buyer quadrant is faced with a number of tasks to achieve, or goals – some of these goals are impacted by barriers that the Cloud solution can address. Understanding the buyer’s motivation to break down barriers to achieve goals is how we understand the hot-button provocation.
  35. 35. Building the polling set – hot buttons © Copyright David J Brown 2014. All Rights Reserved. Marketing Set Grouping buyers by hot button issues , together with consumption of the Cloud solution, enables us to build the marketing sets and start the micromarketing engagement.
  36. 36. Dynamically– formed Contact Sets Fresh content (curated or built during the engagement) © Copyright David J Brown 2014. All Rights Reserved. 36 Now you’ve got their attention – let’s engage Consumption behavior Procurement behavior Industry vertical Role/Title Pre-built Content Conversation-based Engagement Marketing Set Marketing Set Marketing Set Marketing Set
  37. 37. © Copyright David J Brown 2014. All Rights Reserved. 37 But, what about prospective buyers? We have no information on consumption of our solution.
  38. 38. It works pretty much the same … …but, first we “poll” them to “homogenize” the set. © Copyright David J Brown 2014. All Rights Reserved.
  39. 39. © Copyright David J Brown 2014. All Rights Reserved. 39 Building the sets – potential customers Industry Role/Title Marketing “Polling” Set Set Polling sets are the first pass at building a set for new buyers. The “poll” is the initial engagement through social media or email – the response of those polled will determine membership to marketing set.
  40. 40. © Copyright David J Brown 2014. All Rights Reserved. 40 Polling … is the practice of sending out a social media message or email to gauge the response of the audience. Those taking action – clicking a link, downloading content, retweeting or responding – are placed in a set based on the action taken. With the set created, the conversation can begin!
  41. 41. Let the conversation begin © Copyright David J Brown 2014. All Rights Reserved. “Polling” Set Marketing Set1 Marketing Set2 Marketing Set3 Social media / direct email Fresh curated content White papers, eBook, video (prebuilt content) © Copyright David J Brown 2014. All Rights Reserved.
  42. 42. Building the conversation One of the best ways to engage your buyers and potential buyers is with a frame-based discussion – in other words, using a frame of reference that is relevant and important. © Copyright David J Brown 2014. All Rights Reserved.
  43. 43. “Frames are mental structures that shape the way we see the world. As a result, they shape the goals we seek, the plans we make, the way we act, and what counts as good or bad outcome of our actions (and decisions)”. © Copyright David J Brown 2014. All Rights Reserved. George Lakoff Professor of Cognitive Science, Berkeley
  44. 44. Effective frames engage buyers They communicate messages that are: o relevant o important o demonstrate value o offer a reward o provoke buyers to take © Copyright David J Brown 2014. All Rights Reserved. the next step
  45. 45. Building your frame … Your customer service team and tech support are great sources of input for building the frame. © Copyright David J Brown 2014. All Rights Reserved.
  46. 46. They understand how your customers are consuming value from your product today …and how new customers will receive value in the future. © Copyright David J Brown 2014. All Rights Reserved.
  47. 47. Building the frame customer service tech support consumption (usage) role specific hot buttons © Copyright David J Brown 2014. All Rights Reserved. Have your customer-service and tech-support teams discuss the goals and barriers they see for each marketing set developed…. and of course, for existing customers, include consumption patterns of the solution.
  48. 48. Then, develop the frame for the set “conversation” © Copyright David J Brown 2014. All Rights Reserved. customer service tech support consumption (usage) role specific hot buttons Marketing Set Challenge Cause Impact Resolution
  49. 49. Using the frame to build a dialogue Well-designed frames ensure the micro-discussions are: o relevant and important o demonstrate value o offer reward o provoke buyers to take the next step with you Click here to learn how we build frames in a workshop setting. © Copyright David J Brown 2014. All Rights Reserved. Marketing Set Challenge Cause Impact Resolution
  50. 50. The set-based frame …is a model for a responsive engagement with the target buyers. Showing how your solution solves their issue in a way that no one else does is how you establish the unique value proposition of the Cloud solution. © Copyright David J Brown 2014. All Rights Reserved.
  51. 51. Responsive “frame-based” marketing… …drives the marketing engagement into the hands of those who have the most contact with buyers – not just the marketing team. © Copyright David J Brown 2014. All Rights Reserved.
  52. 52. Now, imagine … a situation where everyone in your company is marketing your solution. © Copyright David J Brown 2014. All Rights Reserved.
  53. 53. “So once again we ask ourselves, why did we put up with this inefficiency? Well, it was the best we could do to reach the decision makers who drove our revenue. Our marketing departments did their best to be targeted, and their absolute best to track the efficiency of their spending. “We believe that the new world of Consumption Economics and the cloud are about to give tech marketing a whole new job…” “Consumption Economics: The New Rules of Tech” Wood, Hewlin and Lah © Copyright David J Brown 2014. All Rights Reserved.
  54. 54. © Copyright David J Brown 2014. All Rights Reserved. dave brown dave@espressob2b.com

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