The document provides guidance on marketing strategies during an economic downturn. It recommends gathering customer intelligence to understand market impacts. Prioritize high-potential markets and identify competitor weaknesses. Continue marketing through campaigns, surveys and thought leadership. Manage leads by qualifying the funnel and nurturing prospects with timely offers. Analyze current metrics, wins, losses and run rates to optimize strategies. The overall goal is to maintain visibility, focus resources effectively, and position solutions as beneficial in the current environment to emerge strongly when the economy recovers.

1. FG Position on
Marketing in the down
Economy
October 2008

2. What we know about down cycles
• The economy will rebound and we don’t want to miss it
• There are opportunities to be had in a down cycle
• The “big dogs” see this as a huge market share opportunity
• Buying cycle times increase
• Every dollar spent on marketing is scrutinized
• Outsourcing often reduces risk without losing upside potential

3. There are many unknowns
• How will this economy change our priorities?
• What affect will it have on our customers?
• What affect will it have on our marketing budgets?
• When will the recovery begin? How will we tell?
• What do we do in the meantime?
• What are other companies/competitors doing now?
• How should I change my focus?
• How should I change my mix?

4. A process for moving forward
• Data & Intelligence Gathering
• Market Management
• Campaign Management
• Lead Management
• Analysis
• Aftermarket
o Prospect & Customer Marketing
• Budgets

5. Data & Intelligence Gathering
• Talk to your customers - Review your Target Markets - Survey
customers and prospects
• Review most recent wins and losses
• Understand the impact the market has on customers and
prospects
• How do your solutions mitigate risk in a down economy?
• Stay close the market and its impact on spending

6. Market Management
• Review chosen and segmented markets (possibly re-prioritize)
• Obviously not all markets are the same – there will always be
opportunity markets (find them)
• Mobilize resources to focus on best verticals with greatest
success history
• Identify competitor weaknesses – especially those who can’t
handle the current economic situation and sell against it
• Increase Customer up-sell and cross-sell focus (i.e. services)
• Named account marketing based on segmentation analysis
• More Focus is More Power

7. Campaign Management
• Continue to Market
o Survey, referral programs, co-marketing
• Use the Economy – position solutions as right for the time
• Be a thought leader in this market
• Marketing is methodical and long term
• Consider your sell cycle and lead conversion timeframes
• Stay close to customers – talk to them
• Focus on ROI centered marketing (demand generation and lead
nurturing)

8. Lead Management
• Management of your funnel is critical NOW!
 Where are the leads at?
 how are the progressing?
 Confirm Existing Leads/Funnel
• Push or Pull your lead criteria to fit the market concern (most important
thing is to be in front of both customers and prospects regardless of timeframe. When the market
does recover you want to be top of mind).
• Create a significant lead nurture program based on segmentation
 Consider timely offers to turn prospects quicker (i.e. discounts on maintenance,
software optimization services, etc.)

9. Analysis
• Verify your current matrices are accurate for point in time analysis
Understand run rates (existing customer revenue)
o potential focus on how to increase such run rates through add on ideas
• Ensure a loss deal analysis has been executed (past 6 months, 12
months, 18 months)
• Also consider a WIN analysis (why have you been winning over
last 12-18 months)
o replicate those stories in marketing

10. What do we do? The Frantz Group is a marketing services
company - we help technology companies…
1. Identify and prioritize high potential target
markets
– Develop their go-to-market and marketing
campaign strategies
– Build effective marketing & campaign
materials to communicate their value
proposition
– Cultivate relationships that result in
specific and highly qualified opportunities
and pipeline
– Close those opportunities at the lowest
possible expense-to-revenue ratio
– Ensure lasting & profitable customer
relationships
– You are at the center!