How to succeed in the cloud
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Learn how cloud companies are keepin' it saasy with small- and medium-sized businesses. We're going to discuss: • The unique challenges of cloud marketing • What successful companies are doing to reach SMB tech buyers • What SMB IT professionals are saying about the Cloud Why? Because Spiceworks has worked with leading Cloud vendors (from startups to the Fortune 500) to help them develop, launch, and promote their cloud products to millions of tech buyers....and now we would like to share what we have learned with you!
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How to succeed in the cloud
- 2. Today’s Discussion Topics • SMB Cloud Services Landscape and Adoption Trends • Unique Challenges of SMB Cloud Marketing • What Successful Vendors are Doing • Resources for Cloud Marketers Once again we will be taking questions throughout the Webinar… so ask early and ask often!
- 3. SMB IT Landscape The Myth of the SMB CIO 1 - 19 20 - 99 100 - 499 500+ No IT on staff. IT IT IT * Typically supported via ISPs & MSPs “the IT Guy” IT Dir./Mgr. VP of IT/Dir. IT IT IT IT Network Mgr. Server Mgr. IT ISP IT IT IT IT MSP Network Mgt. Server Mgt. IT IT IT Help Desk Types of IT Pros IT IT IT “the accidental IT” “the grandfather of IT” “the IT Guru”
- 4. SMB Cloud Services Trends Cloud Adoption File Sharing Hosted Email Online Backup Cloud Servers 52% 42% 29% 36% More information on IT Trends can be found at http://www.spiceworks.com/voice-of-it/
- 5. Unique Challenges of SMB Cloud Marketing New Technology New Business Models New Channels More information on IT Trends can be found at http://www.spiceworks.com/voice-of-it/
- 6. • Understand How to Message the Cloud • Price and Package Simplicity • Minimize the Detours on the Road to the Cloud • Leverage Usage-based Virality and End Users
- 7. Understand How to Market the Cloud to the SMB Realizing Cloud ≠ Better • Cloud is a delivery model; not a value proposition • Do not assume an IT pro see Cloud as an advantage Value Prop: Hybrid Exchange Value Prop: Cost From the Keyboard of an IT Pro Learn more about what IT Pros are saying at http://community.spiceworks.com
- 8. Understand How to Market the Cloud to the SMB Focus on what problem your solution solves • What pain point does your solution address? • Focus on the functionality; not just the delivery model Know your stuff • IT pros can tell when you do not know what you are talking about • Being more technical and providing details is always well received From the Keyboard of IT Pros
- 9. Understand How to Market the Cloud to the SMB Do NOT Cloud-wash • If your product is not Cloud do not claim it is. • There are many gray areas… so if you are in doubt ask an IT pro or two… From the Keyboard of an IT Pro From the Keyboard of a Vendor Partner
- 11. Pricing and Packaging Simplicity #1 Consideration: Cost & Pricing Options Mozy Citrix Online Dropbox
- 12. Pricing and Packaging Simplicity : Mozy Intro Pro Enterprise
- 13. Pricing and Packaging Simplicity: Citrix Online Intro Pro Enterprise
- 14. Pricing and Packaging Simplicity: Dropbox Intro Pro Enterprise
- 16. Minimize the Detours on the Road to the Cloud Free Trials • 62% need a free trial when buying a Cloud Services • Partial vs. Full Functionality Minimum Length of a Free Trial Registration Forms and Credit Card Information • Should you ask for credit card info up front? More information on IT Trends can be found at http://www.spiceworks.com/voice-of-it/
- 18. Leverage Usage-based Virality and End Users Getting End Users Involved Getting IT Pros Involved IT
- 19. Resources for Cloud Marketers Brand Awareness Community and Social Engagement banner ads mobile product page vendor page promoted follow green guys and gals Education Cloud Services Integration Enables IT pros to: Auto-detect your 1 cloud services Set alerts, monitor 2 and report Manage your webinars 3 service inside Spiceworks product advisers Provision new 4 users/make account changes business case generators
Editor's Notes
- Overall: 62% File Sharing: 52% (i.e. Dropbox, Box)Hosted Email: 42% (i.e. Office 365, Rackspace, Google Apps)Cloud Servers: 36% (i.e. Amazon EC2, Rackspace Cloud)Online Backup/Cloud Storage: 29% (i.e. Carbonite, Mozy)Productivity Tools: 14% (i.e. Google Apps and Office 365)10,000 Cloud & SaaS Providers: Fragmented and crowded ecosystem…brand awareness and differentiation is key
- The survey of more than 1,000 American adults was conducted in August 2012 by Wakefield Research and shows that while the cloud is widely used, it is still misunderstood. For example, 51 percent of respondents, including a majority of Millennials, believe stormy weather can interfere with cloud computing.
- Cloud ≠ Better: Cloud has lots of advantages: cost, increased functionality, mobility/location agnostic... But Cloud is a technical delivery model... Do not assume an IT Pro see Cloud as the advantage... Spell out what the advantages are…
- Focus on what your solution does:What problem does your solution address? Focus on the functionality not just the delivery model (Cloud)Know what you are talking about: For some reason marketers are held to a higher standard when they are talking about the Cloud.
- Thou shall not Cloud-wash: If your product is not Cloud do not claim it is. There are many gray areas… So if you are in doubt ask an IT pro or 2.
- Pricing Options: Most have 3 or 5 pricing options (typically an odd number)Figure out what your user needs. IT is ok to have more options but find a few to focus on… Sometime you may miss out on some users but its all a about scale. Market your solution to the 80% not the 20%. Have a free or low cost option, an option you want to push users towards and an enterprise option which can affords you flexibility when addressing the 20% . Clearly show value props… Make it actionable…
- Registration Forms: 7 fields… (Spiceworks typically uses 5)Credit Card Info: Less people will sign-up… In addition, in SMB setting many employees do not have a company card or number… The number of people they can try your solution is reduced… Free Trial Length: See Graph .. 62% need a free trial when buying a Cloud ServicesPartial vs. Full Functionality: What makes users most likely to upgrade
- Usage-based Virality:Promote communication and connectivity. Word of month is the best marketing money can buy…Many services achieve usage-based virility by building it into the product. Inter vs. intra office… 65% of IT pros in Spiceworks get information from social sites as part of the research process.