Marketing to Small & Medium Business


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Consulting services for marketing to Small and Medium sized Business

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Marketing to Small & Medium Business

  1. 1. Marketing to Small & Medium Sized Businesses <ul><li>What is unique about marketing to Small & Medium sized Businesses? </li></ul><ul><li>SMBs have the same challenges as enterprise businesses, but with increased resource constraints. </li></ul><ul><li>One size does not fit all. SMBs require different messaging and go-to-market strategies than enterprise markets. </li></ul><ul><li>Geographically disperse market: Need cost-effective programs to acquire leads in volume, mature prospects in the sales funnel and deliver highly qualified leads that are ready to purchase. </li></ul><ul><li>SMBs tend to buy capabilities to solve problems – not broad reaching IT strategies. Educating the customer and local references (case studies) are important. </li></ul>
  2. 2. SMB Markets Require Different Messaging than Enterprise Markets <ul><li>Optimize your paperless tax workflow </li></ul><ul><li>Improve your productivity using a scan & organize solution </li></ul><ul><li>Save time using tax document automation </li></ul><ul><li>Save time using scanned tax documents to prepare returns </li></ul><ul><li>Automate the time-consuming steps of sorting and organizing source documents </li></ul>Tax & Accounting Markets: >60% of all tax and accounting firms in the US have less than 10 employees and limited IT resources. Marketing a document imaging solution to SMB tax firms. Which messages resonate strongest? One of these messages drove >800 tax professionals to register for a webinar.
  3. 3. SMB Markets Require Different Messaging than Enterprise Markets Small & Medium size manufacturing companies: ≤ M$200 in annual sales How did engineering and operations respond to this message? The system has the footprint of capabilities that discreet manufacturers need to create digital master models, collaborate across the digital product value chain and control product information. “Makes me think too hard to figure out what it means” Vice President R&D “Every consultant says this kind of stuff” Vice President Engineering
  4. 4. SMB Messaging Benefits <ul><li>Breakthrough the information overload and capture customers’ attention with messaging that resonates </li></ul><ul><li>Enable Sales and Marketing to present solution features and benefits in terms that resonate with customers </li></ul><ul><li>Identifies customers’ most critical pain points using terms they understand </li></ul><ul><li>Market and sell higher and broader across organizations </li></ul><ul><li>Overcome customer misconceptions and lack of awareness of solutions </li></ul>
  5. 5. Consulting Services for SMB Markets <ul><li>Product launch and positioning for SMB markets: </li></ul><ul><li>Develop SMB messaging strategy : product names, tag lines, themes, key pain point and benefits, roles-based messaging </li></ul><ul><li>Develop SMB-optimized content : </li></ul><ul><ul><li>Lead generation content: email marketing, datasheets and brochures, flash and website messaging, social media content, case studies, demo videos, reseller marketing tool kits, event signage </li></ul></ul><ul><ul><li>Specialized expertise in webinars </li></ul></ul><ul><ul><li>PR content: press releases, byline articles, case studies </li></ul></ul><ul><li>SMB marketing program design and project management : </li></ul><ul><ul><li>Define and manage lead generation programs, </li></ul></ul><ul><ul><li>Define and track analytics to measure response and conversion rates </li></ul></ul><ul><ul><li>Define and manage multi-stage, closed loop and automated lead nurturing programs </li></ul></ul>
  6. 6. Let me Design a Custom Webinar Program for You Custom webinars are one of the most cost-effective lead generation programs that deliver high quality leads. <ul><li>Joint development of webinar outline, content and polling questions </li></ul><ul><li>Develop promotional content: registration pages, confirmation pages, email marketing, banner ads, google ads </li></ul><ul><li>Develop promotion plan </li></ul><ul><li>Manage webcast logistics: hosting, recording, managing audience issues </li></ul><ul><li>Edit and produce webcast replay videos for websites and YouTube. (In some markets, webcast replay videos can generate more leads over the lifetime of the video than the webcast itself.) </li></ul>
  7. 7. SMB Marketing Program Design Consultation Define, measure and optimize New Unique Leads website visits Registered for Free Trial SMB Audience Lead Generation Programs PR Actively Use Trial Forecasted Opportunity Close Internet Search Social Media Automated Lead Nurturing & Lead Scoring SMB Optimized Messaging Web Analytics Datasheets. Demos, Case Studies, White Papers, Assessments
  8. 8. Why choose Dani Lee? <ul><li>More than 20 years of proven experience driving global B2B SMB marketing programs in corporate and start-up organizations: PTC, HP, Copanion (start-up), Mok3 (start-up) </li></ul><ul><li>Proven ability to quickly understand new markets and technologies. </li></ul><ul><li>Proven ability to develop SMB messaging and content that resonates with target audiences and drives high conversion rates. </li></ul><ul><li>Proven experience developing SMB lead generation programs that deliver measurable results for inside sales, resellers and ecommerce. </li></ul><ul><li>Can manage the smallest to the most complex projects. Brings access to a network of specialists in branding, graphics design, and web coding. </li></ul>