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Ted Hebert Demand Generation Professional


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15 years of high-tech enterprise marketing and demand generation success

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Ted Hebert Demand Generation Professional

  1. 1. Taking Marketing & Demand Generation to the Next Level <ul><li>Ted Hebert – Marketing Consultant </li></ul><ul><li>P: 207-221-5109 </li></ul>
  2. 2. Who is DemandGen? <ul><li>Corporate Revenue Improvement Specialists </li></ul><ul><li>Integrators of Corporate Strategy, Marketing Programs and Sales Process into One Outbound Revenue Capture Model </li></ul><ul><li>RESULTS = Speed to Revenue Through an Integrated Approach </li></ul>
  3. 3. What DemandGen Believes <ul><li>Revenue Capture is a Company Responsibility, NOT Just The Sales Department’s </li></ul>
  4. 4. What Does DemandGen Offer? <ul><li>Web 2.0 and Traditional Marketing Communications and Direct Marketing </li></ul><ul><ul><li>Lead Generation – SEO - Collateral – Web Sites – Email – Flash/Multimedia Presentations </li></ul></ul><ul><li>Strong High Tech Vertical Experience in: </li></ul><ul><ul><li>Financial Services </li></ul></ul><ul><ul><li>Telecommunications </li></ul></ul><ul><ul><li>Health Care </li></ul></ul><ul><ul><li>Retail </li></ul></ul><ul><li>Strong Horizontal Capabilities in: </li></ul><ul><ul><li>Research/Branding </li></ul></ul><ul><ul><li>Inside Sales/Telemarketing </li></ul></ul><ul><ul><li>Campaign planning and management </li></ul></ul><ul><ul><li>Events and promotions </li></ul></ul><ul><ul><li>Media relations </li></ul></ul>
  5. 5. History of Success Ted Hebert: Marketing Communications Professional <ul><li>Professional Summary </li></ul><ul><li>Over a decade of professional high-tech start-up marketing communications experience with outstanding results and proficiency in demand / lead generation campaign creation and management. </li></ul><ul><li>Concentrated success in branding, direct and Web 2.0 marketing, public relations, event management, corporate identity / collateral development, Web site development, multimedia presentations, Search marketing and keyword optimization. </li></ul><ul><li>Most recent accomplishments include marketing and positioning of global enterprise hardware and software companies, helping them to achieve 50%+ on-average growth rates year over year—and positively positioning them for M&A / IPO. </li></ul><ul><li>Extensive knowledge of enterprise technology and software concepts, competitive products, vertical industries and market positioning. </li></ul>
  6. 6. How is DemandGen Different? <ul><li>Knowledge Needed To Grow Company Revenue: </li></ul><ul><ul><li>Why / How Do Prospects Buy? </li></ul></ul><ul><ul><li>Why / How Do Prospects Not Buy? </li></ul></ul><ul><ul><li>How Do You Create Value Prospects Believe? </li></ul></ul><ul><li>Knowledge Needed For Prospects To Buy: </li></ul><ul><ul><li>How Your Offering Increases Income </li></ul></ul><ul><ul><li>How Your Offering Reduces Expenses </li></ul></ul><ul><ul><li>How Your Offering Manages Business Risks or Consequences </li></ul></ul><ul><ul><li>How Your Offering Makes the Buyer Feel Good </li></ul></ul>Business Growth Success Model
  7. 7. History of Success Cabletron: 1995 to 2000 $1.5 Billion Public Company
  8. 8. History of Success Aprisma Management Technologies: 2000 to 2002 Start-up Grown from $8 Million to $50 Million
  9. 9. Aprisma–Results <ul><li>Demand generation played a major contributing role in bringing the software subsidiary from $10M to $65M in revenue in just 17 months – with eventual acquisition by Concord Communications & CA. </li></ul><ul><li>Directed global CRM implementation (Applix), and process development team delivering a successful, closed-loop lead management process within 12 months. </li></ul><ul><li>Developed and implemented on-line presence / marketing campaigns averaging 6% percent web registration success. Web marketing campaigns increased site traffic 800 % within three months of implementation. </li></ul>
  10. 10. How is Aprisma Experience Applicable? <ul><li>Repositioning Existing Company </li></ul><ul><ul><li>New Branding </li></ul></ul><ul><ul><li>New Messaging </li></ul></ul><ul><ul><li>Clear differentiation </li></ul></ul><ul><ul><li>New sales tools, new lead generation </li></ul></ul><ul><li>Refresh Aging Product Line </li></ul><ul><ul><li>Better Alignment with emerging technologies – MPLS, Wireless </li></ul></ul><ul><ul><li>Stronger customer care and retention programs </li></ul></ul><ul><li>Reinforce Strong Heritage </li></ul><ul><ul><li>Customer Reference Programs, Advisory Council, Analyst Tours </li></ul></ul><ul><ul><li>Customer Case study placement in press </li></ul></ul><ul><ul><li>Engineers of Spectrum - visionaries (founded the management industry at a time when only HP OpenView existed) </li></ul></ul><ul><li>Enter Emerging Global Markets </li></ul><ul><ul><li>Leverage expertise of global PR agency for location-specific press </li></ul></ul><ul><ul><li>Coordinated global product launches – Americas, EMEA & ASIA-PAC </li></ul></ul><ul><ul><li>Filter key product and corporate messages through regional culture. </li></ul></ul>
  11. 11. History of Success SMARTS: 2002 to 2004 Start-up Grown from $8 Million to $50+ Million
  12. 12. Smarts–Results <ul><li>Implemented demand generation and branding/awareness programs that helped grow pipeline and revenue from $8M to $50M within 2 years – led to acquisition by EMC. </li></ul><ul><li>Developed Named and Regional account demand generation campaigns - cycled through outsourced inside sales group. </li></ul><ul><li>Demand Generation programs measured via SalesLogix to 30 % of quarterly sales on average. </li></ul><ul><li>Developed and implemented on-line presence / marketing campaigns averaging 4% percent web registration success. Electronic and viral marketing campaigns increased site traffic almost 400 % within three months of implementation. </li></ul>
  13. 13. How is Smarts Experience Applicable? <ul><li>Suffered from Techno-Babble </li></ul><ul><ul><li>Remove the technologists from the marketing equation </li></ul></ul><ul><ul><li>Simplify and target Solution-oriented messaging </li></ul></ul><ul><li>“ If a tree falls in the forest” syndrome </li></ul><ul><ul><li>Aggressive, simultaneous and sustaining brand-building, lead generation and PR/AR campaigns </li></ul></ul><ul><li>Communication Breakdown </li></ul><ul><ul><li>Disbanded Silo Mentality – developed team oriented Product marketing, Marketing & Sales </li></ul></ul><ul><li>One Size Does Not fit All </li></ul><ul><ul><li>Implemented Vertical Market concentration and and applicable messaging. </li></ul></ul><ul><ul><li>Developed Partner programs and complimentary Solution penetration campaigns </li></ul></ul>
  14. 14. History of Success Empirix: 2004 to 2005 Branding and Demand Generation Programs that Increased Revenue from $50M to $68 Million in One Year
  15. 15. Empirix–Results <ul><li>Re-branded the company and solutions, revamped lead generation/SEO efforts (250+% increase) leading to a 30% bookings increase - and improving yearly revenues from $50-to $68 million. </li></ul><ul><li>Revitalized Pivotal implementation and Lead-to-Opportunity campaign tracking and measurement. </li></ul><ul><li>Q2-2005 programs posted 9,000+ new business leads with a 5% lead-to-opportunity conversion rate. </li></ul>
  16. 16. What Can DemandGen Do For Your Firm?
  17. 17. Your Possible Pain Points <ul><li>Lackluster Sales Leads </li></ul><ul><ul><li>“ I have a thousand leads and they’re all garbage!” </li></ul></ul><ul><li>Brand Awareness </li></ul><ul><ul><li>“ How do you expect me to sell if nobody knows us?” </li></ul></ul><ul><li>Manage Marketing Costs </li></ul><ul><ul><li>“ We can’t afford another marketing department headcount!” </li></ul></ul>
  18. 18. Why Your Start-Up Needs DemandGen <ul><li>Extensive Marketing Services </li></ul><ul><ul><li>Not an agency looking for a fee </li></ul></ul><ul><ul><li>Extensive branding, Web 2.0 lead generation, direct/indirect channel experience. </li></ul></ul><ul><li>Approach </li></ul><ul><ul><li>Integrated push-pull marketing/PR approach. </li></ul></ul><ul><ul><li>Quality – not quantity. </li></ul></ul><ul><li>Experience </li></ul><ul><ul><li>12+ years Aprisma, Smarts, Empirix, Voyence, Ecora - extensive hardware and software marketing experience. </li></ul></ul><ul><ul><li>Hands-on technology experience “understanding your product area.” </li></ul></ul><ul><li>Results </li></ul><ul><ul><li>History of positioning companies for success (growth, acquisition, IPO). </li></ul></ul><ul><li>Strategic Counsel </li></ul><ul><ul><li>Unique perspective on market directions and competitors. </li></ul></ul><ul><ul><li>Strategic feedback to support ongoing marketing and sales initiatives. </li></ul></ul>
  19. 19. Solutions For You to Consider <ul><li>Targeted, Multi-touch Programs that Work </li></ul><ul><ul><li>Hit the exact audience you want to sell to – no more guessing. </li></ul></ul><ul><li>Messaging Audit and Brand Awareness </li></ul><ul><ul><li>Key messaging, simultaneous Web 2.0 marketing methods and PR, customer stories and related lead generation programs create a market buzz – period. </li></ul></ul><ul><li>Outsource MarCom Program Management </li></ul><ul><ul><li>It doesn’t have to be “in-house.” </li></ul></ul><ul><ul><li>Effective marketing programs that are measured and repeatable pay for themselves quickly… again and again! </li></ul></ul>
  20. 20. Let Experience and Proven Success Show You the Way… <ul><li>To discuss your specific pain points and possible solutions please contact me. </li></ul><ul><li>Ted Hebert </li></ul><ul><ul><li>Mobile: 207-252-2182 </li></ul></ul><ul><ul><li>Office: 207-221-5109 </li></ul></ul><ul><ul><li>Email: </li></ul></ul><ul><li>Thank You! </li></ul>
  21. 21. Let’s Get Started Thank You
  22. 22. Case Study Voyence, Inc.
  23. 23. Case Study
  24. 24. Discovery <ul><li>Voyence, Inc. </li></ul><ul><li>Automated Network Compliance Change and Configuration Management Software </li></ul><ul><li>Enterprise and Service Provider Markets </li></ul><ul><li>Start-up mode since 2001 </li></ul><ul><li>Through the discovery process, we created an in-depth profile of the company, products, purpose, vision, objective, competition, target market, priorities, features, benefits, strengths, personality, look, feel, and attitude. </li></ul>
  25. 25. Research <ul><li>We thoroughly researched the competitors, interviewed Voyence customers, industry press, industry analysts and surveyed 100 prospects. </li></ul>
  26. 26. Work <ul><li>Updated Web Site </li></ul>
  27. 27. Work <ul><li>Updated Collateral and Promos </li></ul>
  28. 28. Work <ul><li>Deliverables Timeline </li></ul>
  29. 29. Results <ul><li>Success within 6 Months </li></ul><ul><li>Database Growth </li></ul><ul><ul><li>From 15,000 contacts to 85,000+ in 6 months </li></ul></ul><ul><li>From 12 new sales contacts per week to 150+ on average </li></ul><ul><li>Press Hits tripled </li></ul><ul><li>Managing a Closed-Loop marcom/SEO contact-to-pipeline system in and Eloqua CRM </li></ul><ul><li>Increased Promotional CTR from .15% to .51% (industry average is .32%) </li></ul><ul><li>Web Visitors increased from under 100 per day to almost 700 per day </li></ul><ul><li>Acquired by EMC in October, 2007 </li></ul>
  30. 30. The next level for Your Firm <ul><li>Business Strategy/Development </li></ul><ul><ul><li>Discovery </li></ul></ul><ul><ul><li>Market Research </li></ul></ul><ul><li>Updated Messaging/Clear Differentiation </li></ul><ul><ul><li>Corporate Identity </li></ul></ul><ul><ul><li>Revitalize Corporate Brand </li></ul></ul><ul><ul><ul><li>Tagline – Mission – Vision – Corporate Fact Sheet </li></ul></ul></ul><ul><ul><li>Web Site – Programs - SEO </li></ul></ul><ul><ul><li>Collateral </li></ul></ul><ul><li>Marketing Plan and Execution Timeline </li></ul><ul><li>Demand Generation/Revenue Creation </li></ul><ul><li>Measure and Revise </li></ul>