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Results MarketingBuilding Wow Marketing Campaigns     Jerry Hinch – Mike Fuller     Gary Maggiolino - Brian Bean         C...
Building Wow Marketing Campaigns • Communication channels to market are noisy and confused,   cluttered with messages, cro...
What best describes your marketing?A. No Staff – No BudgetB. Small Staff & Budget – must focus on efficienciesC. Looking t...
Recapping - Our Philosophy• The Mix - (A-I-D-A)   • Awareness – Interest – Desire - Action   • Move targeted prospects thr...
The Marketing Mix in Support of SalesAwareness  Interest  Desire  Action• Advertising                • Market Developme...
Marketing’s Role in Support of Sales:   Awareness  Interest  Desire                  ActionSupport Sales and Due Dilige...
The Marketing Mix – when and how
It Starts with the Target• The Company  • Demographic – size, industry, etc  • Behavioral – innovative, risk taking, marke...
Targeting Example Hospitals/Deliver   y Networks      of size  Overlaid on EVERYTHING we do!
Traits of the Mobilizer• 1. Readily accessible and willing to talk• 2. Networks with (and will pull in) other stakeholders...
Mobilizer Example
The Analyst was the Mobilizer• 1. Readily accessible and willing to talk• 2. Networks with (and will pull in) other stakeh...
Event Standards     Events      Tradeshow  Breakfasts & Dinners
Webinar Standards    Monthly    Webinars
Webinar ExampleLeveraging Interoperability to Address Readmissions•1. Available on InterSystems Site and You Tube•2. Archi...
p in simple…
ase Study: Ontario Systems New Message Artiva® Healthcare lets you manage healthcare receivables strategically -- unlockin...
Ontario Systems New MessageDEFINING A NEW MESSAGE, MARKET POSITION AND TACTCIAL PLAN•Understand/ Discuss Current Market Po...
Case Study: HealthShare Awareness     The Problem: Key C-Level IT Execs unaware of       HealthShare as product platform f...
HealthShare Awareness Marketing Mix                        • MedTech(at least)                          Letter via Media  ...
The Executive Briefing Series   3 Dimensional Mailing – Key & Box
TrakCare  User Adoption   Find the Multipliers
Follow InterSystems           @InterSystems www.Facebook.com/InterSystems        www.youtube.com/InterSystemsCorp         ...
Social Media Case Study: Ontario Systems• InterSystems partners with Ontario Systems  and develops theme – strategic ARM  ...
Tweet and Retweet • Best practices: Use of links, hashtags (#ARM), refer   to others by their Twitter handles (@ExecInsight)
Facebook sharingnd Ontario Systems “like” each otheroth post article
More Social Media Ideas• Be part of the conversation at conferences; see live  feedback   • Global Summit: Tweet your comm...
And speaking of socialExecutive Leadership Networking Reception•Now, 5:30 PM - 8:00 PM•Orchid Room – Recreation Level•Drin...
Creating wow marketing campaigns
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Creating wow marketing campaigns

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Creating wow marketing campaigns

  1. 1. Results MarketingBuilding Wow Marketing Campaigns Jerry Hinch – Mike Fuller Gary Maggiolino - Brian Bean Catherine Marenghi
  2. 2. Building Wow Marketing Campaigns • Communication channels to market are noisy and confused, cluttered with messages, crowded with competitors • Huge challenge to just get noticed, let alone drive a message to your target audience. • With the right programs and tactics you can • Cut through the clutter • Increase your visibility • Stimulate interest, and build ever-increasing sales pipelines. Interact with us – now – and at the 5:30 Networking
  3. 3. What best describes your marketing?A. No Staff – No BudgetB. Small Staff & Budget – must focus on efficienciesC. Looking to increase breadthD. Looking to change tacticsE. Satisfied with our marketing – seeking to build new channels
  4. 4. Recapping - Our Philosophy• The Mix - (A-I-D-A) • Awareness – Interest – Desire - Action • Move targeted prospects through the buying cycle faster than possible with sales efforts alone• The Target • Continuously define and refine• Follow up promptly with your specific target (FUPWYST) • Market Development• Event & Webinar Standards• Social Media
  5. 5. The Marketing Mix in Support of SalesAwareness  Interest  Desire  Action• Advertising • Market Development• Direct marketing & email • Monthly Webinars• Events • Weekly Web-ex series• Media relations • Dinners / Hosted event within event• Social media • Lead Generation through media• Website & Microsites partners • FUPWYST
  6. 6. Marketing’s Role in Support of Sales: Awareness  Interest  Desire  ActionSupport Sales and Due Diligence•Worldwide use-case repository•Videos of customer testimonials•Market Development Reps (nurture until qualified as lead)•Microsite & Website (reinforce “safe choice” perception)
  7. 7. The Marketing Mix – when and how
  8. 8. It Starts with the Target• The Company • Demographic – size, industry, etc • Behavioral – innovative, risk taking, market leaders• Market to the Individual • Titles and Roles – CIO, CTO, etc • Behavioral - The Leader – The Mobilizer• Tailor message to the target (i.e. strategic) • Use the channel to reach them where they live
  9. 9. Targeting Example Hospitals/Deliver y Networks of size Overlaid on EVERYTHING we do!
  10. 10. Traits of the Mobilizer• 1. Readily accessible and willing to talk• 2. Networks with (and will pull in) other stakeholders• 3. Thinks Strategic• 4. Conducts (or directs) research & due diligence• 5. Good at influencing others• 6. Credible among colleagues• 7. Delivers on commitments
  11. 11. Mobilizer Example
  12. 12. The Analyst was the Mobilizer• 1. Readily accessible and willing to talk• 2. Networks with (and will pull in) other stakeholders• 3. Thinks Strategic• 4. Conducts (or directs) research & due diligence• 5. Good at influencing others• 6. Credible among colleagues• 7. Delivers on commitments
  13. 13. Event Standards Events Tradeshow Breakfasts & Dinners
  14. 14. Webinar Standards Monthly Webinars
  15. 15. Webinar ExampleLeveraging Interoperability to Address Readmissions•1. Available on InterSystems Site and You Tube•2. Archived on the MedTech Media Site•3. Available on Tech Target research pages•4. Shows up on other Media websites•5. Multi-channel promotion to our target
  16. 16. p in simple…
  17. 17. ase Study: Ontario Systems New Message Artiva® Healthcare lets you manage healthcare receivables strategically -- unlocking receivables to recover every cent due from insurance providers, while ensuring your bill is the first paid by patients, every time. Strategic Approach to Receivables Management
  18. 18. Ontario Systems New MessageDEFINING A NEW MESSAGE, MARKET POSITION AND TACTCIAL PLAN•Understand/ Discuss Current Market Position and Opportunity • Key product attributes, features and benefits • Key differentiation from competitors products • Identify and Research Audiences (consider personas to have full understanding) • Collaboratively develop new hypothesis for Artiva® value proposition to audiences•InterSystems Collaborated with Ontario - Assisted in Gathering Key Market Feedback • Engage target audiences (OS customers/prospects and ISC contacts) • Gather data to validate/shape new messages • Feedback information to Ontario Systems•PR and Leadgen Assistance • Led effort to get new message In front of target audience -- to assist in both strategy and capacity • With Ontario Systems support, interviewed customer, wrote and pitched article to industry publication • Jointly promoted article that captured new messsaging
  19. 19. Case Study: HealthShare Awareness The Problem: Key C-Level IT Execs unaware of HealthShare as product platform for IDNs•The Goal: Cut through the clutter • 1. Specific Target defined • C-Level - Top 200 IDNs • Sales teams alignment and teaming with Market Dev. Reps • 2. Account-by-account reviews with Sales teams & Market Dev. Reps • Pull in InterSystems thought leaders and analysts to refine message
  20. 20. HealthShare Awareness Marketing Mix • MedTech(at least) Letter via Media Monthly US Mail • Tracking tools • TechTarget (Marketo) • 1 page, signed • Use Media Partners • FierceMarkets • Mailed in waves • Vary the message • Tested message • Test approaches • Exec. Briefing • 3D mailer
  21. 21. The Executive Briefing Series 3 Dimensional Mailing – Key & Box
  22. 22. TrakCare User Adoption Find the Multipliers
  23. 23. Follow InterSystems @InterSystems www.Facebook.com/InterSystems www.youtube.com/InterSystemsCorp www.linkedin.com/company/InterSystems www.slideshare.net/InterSystemsCorp
  24. 24. Social Media Case Study: Ontario Systems• InterSystems partners with Ontario Systems and develops theme – strategic ARM • Interviews customer Integris for bylined article • Secures placement in Executive Insight magazine• Extend and amplify visibility via social media • InterSystems, Ontario post links to article on Twitter • Both share via Facebook, over 150 people viewed
  25. 25. Tweet and Retweet • Best practices: Use of links, hashtags (#ARM), refer to others by their Twitter handles (@ExecInsight)
  26. 26. Facebook sharingnd Ontario Systems “like” each otheroth post article
  27. 27. More Social Media Ideas• Be part of the conversation at conferences; see live feedback • Global Summit: Tweet your comments, photos, using the hashtag #GlobalSummit • Check out the LiveFeed• Create engaged communities on LinkedIn• Share videos on YouTube; thought leadership content (white papers, PowerPoints) on SlideShare• Use tools like Tweetdeck to monitor, connect, engage
  28. 28. And speaking of socialExecutive Leadership Networking Reception•Now, 5:30 PM - 8:00 PM•Orchid Room – Recreation Level•Drinks & Appetizers•Socialize & network

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