IT Services Marketing: making a difference in the vanilla market. (A dozen slides to help you get started.) Karthik Sundar...
Typical Identity Problems <ul><li>Clients ask us “What is your differentiator?” </li></ul><ul><li>We offer everything clie...
Typical Services Marketing Jargon © 2009 All rights reserved | Purplepatch Services LLC | info@purplepatchservice.com <ul>...
Who is hearing what you say? <ul><li>CIOs are under pressure.  </li></ul><ul><li>Managers are skeptical.  </li></ul><ul><l...
How, now do we build a conversation? <ul><li>Clarify </li></ul><ul><li>Convince </li></ul><ul><li>Communicate </li></ul><u...
Clarify <ul><li>Start with your buyer. Can you articulate their pain point to match your services offering? Here’s an exam...
Clarify <ul><li>It is perfectly acceptable to offer just  one  service, and execute it extremely well— every time . Custom...
Convince <ul><li>Clients are taking a leap of faith with your services. How do you enable this process? </li></ul><ul><ul>...
Communicate: ah, this one is the toughest <ul><li>While clients know what you sell, they’d like to hear how you sell: </li...
Communicate: <ul><li>Put names and faces to your communication. People talk to people.  </li></ul><ul><li>Provide enough h...
Connect <ul><li>Internal communication is as important as external marketing </li></ul><ul><li>Consultants at remote locat...
Collaborate <ul><li>In markets where you play, it is critical to collaborate </li></ul><ul><ul><li>Knowledge forums </li><...
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IT Services Marketing

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A short presentation to help IT Services and Staffing companies get started on their marketing communications overhaul.

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IT Services Marketing

  1. 1. IT Services Marketing: making a difference in the vanilla market. (A dozen slides to help you get started.) Karthik Sundaram President & CEO [email_address] 408.743.4424
  2. 2. Typical Identity Problems <ul><li>Clients ask us “What is your differentiator?” </li></ul><ul><li>We offer everything clients want, but do not know how to grow up the value chain </li></ul><ul><li>We have expertise in a new domain, but do not have proof of project in it yet </li></ul><ul><li>Competition is always cutting prices, so clients do not want to hire new vendors </li></ul>© 2009 All rights reserved | Purplepatch Services LLC | info@purplepatchservice.com
  3. 3. Typical Services Marketing Jargon © 2009 All rights reserved | Purplepatch Services LLC | info@purplepatchservice.com <ul><li>We provide “end-to-end” services </li></ul><ul><li>Our focus is on “value-creation” </li></ul><ul><li>We are “aligned” to customer businesses </li></ul><ul><li>Our “comprehensive,” “deep-domain,” and “extensive” services offerings </li></ul><ul><li>“ World-class,” “Next-generation,” and “Scalable” service engagement </li></ul>
  4. 4. Who is hearing what you say? <ul><li>CIOs are under pressure. </li></ul><ul><li>Managers are skeptical. </li></ul><ul><li>Clients want to speak to someone who can answer questions. </li></ul><ul><li>Procurement handles services buying. </li></ul><ul><li>Who is hearing what you say? Er… no one. </li></ul><ul><li>Build conversations. </li></ul>© 2009 All rights reserved | Purplepatch Services LLC | info@purplepatchservice.com
  5. 5. How, now do we build a conversation? <ul><li>Clarify </li></ul><ul><li>Convince </li></ul><ul><li>Communicate </li></ul><ul><li>Connect </li></ul><ul><li>Collaborate </li></ul>© 2009 All rights reserved | Purplepatch Services LLC | info@purplepatchservice.com Over years, we have found the following 5C’s helpful in creating, checking, and constantly measuring marketing for IT Services companies
  6. 6. Clarify <ul><li>Start with your buyer. Can you articulate their pain point to match your services offering? Here’s an example: </li></ul><ul><ul><li>As the telecom operators struggle to contain customer churn and eroding loyalty ( customer pain ), our back-end billing operations can help these operators: </li></ul></ul><ul><ul><ul><li>Offer easy-to-understand bill presentation to customers </li></ul></ul></ul><ul><ul><ul><li>Add incentives in monthly statements based on customer intelligence </li></ul></ul></ul><ul><ul><ul><li>( Both offers are tailored to their pain points ) </li></ul></ul></ul>© 2009 All rights reserved | Purplepatch Services LLC | info@purplepatchservice.com
  7. 7. Clarify <ul><li>It is perfectly acceptable to offer just one service, and execute it extremely well— every time . Customers will be emboldened to try your firm out for other services. </li></ul><ul><li>In multiple services offering, ensure you are tailoring each one to a customer need, not to fit your website. </li></ul>© 2009 All rights reserved | Purplepatch Services LLC | info@purplepatchservice.com Focus. Focus. Focus. Did we say focus ?
  8. 8. Convince <ul><li>Clients are taking a leap of faith with your services. How do you enable this process? </li></ul><ul><ul><li>Significantly in-depth case studies of real customers (with names will help) </li></ul></ul><ul><ul><li>Testimonials to the caliber of your service, not the projects </li></ul></ul><ul><ul><li>Reference customers who will give your prospects a call </li></ul></ul>© 2009 All rights reserved | Purplepatch Services LLC | info@purplepatchservice.com <ul><li>Here is a template to help develop a case study. View a customer testimonial here: Client testimonials </li></ul>
  9. 9. Communicate: ah, this one is the toughest <ul><li>While clients know what you sell, they’d like to hear how you sell: </li></ul><ul><ul><li>What are your core beliefs? </li></ul></ul><ul><ul><li>How big is your community presence and activity? </li></ul></ul><ul><ul><li>In this people business, how is your resource management different? </li></ul></ul><ul><ul><li>What are some specific soft sell you bring to the table? </li></ul></ul><ul><ul><li>How can you see their “big picture” and yet not lose focus on the “small frames”? </li></ul></ul>© 2009 All rights reserved | Purplepatch Services LLC | info@purplepatchservice.com
  10. 10. Communicate: <ul><li>Put names and faces to your communication. People talk to people. </li></ul><ul><li>Provide enough hooks for clients to speak to your team transparently over online chats, emails, and forums </li></ul><ul><li>Tools like polls, quiz, and webinars help clients seek answers more than long static content </li></ul><ul><li>Community, Earth-friendly, proactive consultant-friendly interests gain true communication wealth </li></ul>© 2009 All rights reserved | Purplepatch Services LLC | info@purplepatchservice.com
  11. 11. Connect <ul><li>Internal communication is as important as external marketing </li></ul><ul><li>Consultants at remote locations know of potential projects, and can become lead generators if they know the parent company has the talent in-house </li></ul><ul><li>Newsletters, social groups, and community tools play critical roles in providing the right communication for the non-business side of business </li></ul>© 2009 All rights reserved | Purplepatch Services LLC | info@purplepatchservice.com
  12. 12. Collaborate <ul><li>In markets where you play, it is critical to collaborate </li></ul><ul><ul><li>Knowledge forums </li></ul></ul><ul><ul><li>Business and technology portals content reviews </li></ul></ul><ul><ul><li>University collaboration </li></ul></ul><ul><ul><li>Advisory councils and local leadership agencies </li></ul></ul><ul><ul><li>Webinars, conferences </li></ul></ul>© 2009 All rights reserved | Purplepatch Services LLC | info@purplepatchservice.com

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