The case study describes how Symyx Technologies developed and executed an integrated go-to-market (GTM) strategy that grew revenue and bookings, penetrated new market segments, and increased brand equity for the Symyx Electronic Laboratory Notebook (ELN).
Case Study: Innovative, Fun Marketing Tool Go-to-Market Plan (Cisco myPlanNet)Petra Neiger
A few slides from the go-to-market plan for the Cisco myPlanNet simulation game, incl. traditional and social media marketing. Some integration examples also included.
Oct 2009 - Jan 2010 results:
- 77,730 unique hits
- 23,234 downloads
- 25,658 Facebook fans
- Played in 130 countries by over 2,500 institutions
- Press and analyst coverage
Why Product-Led Growth is the most effective GTM strategyMickey Alon
Product-led growth is a strategy that relies on features and usage as primary drivers for customer acquisition, retention and expansion. Mastering growth is an iterative process that involves measurements, user engagements and experimentation.
Looking to scale something up? Depending on how you're going after your market/ acquiring users, you may need to build a sales organization that's optimized for a top-down or bottom-up sales process (or perhaps both).
Watch the video overview at http://a16z.com/2015/03/06/go-to-market-bootcamp/ and then check out this slide deck, which shares some concrete tips and tools for accelerating time to market -- from the go-to-market experts at a16z, led by 'sales savant' Mark Cranney.
Because selling to enterprises is a lot like getting a bill passed through Congress: it can get stuck. And getting stuck -- or going down the wrong path -- can mean death to startups in a competitive market. Here's how to avoid that.
How to Plan and Execute a Go-to-market Campaign for an Atlassian Add-onAtlassian
When it comes to releasing a new add-on to the fast-growing Atlassian Marketplace, building a great product is not the whole story. To have a successful launch and achieve sustainable early customer growth, you need to make a concerted effort both before and after release day to connect your product with those it offers value to. Davin Pukulis, Director of Marketing from marketplace vendor K15t Software will be sharing his insights on how to do just that. This practical guide will explore the strategy and tactics of a recently executed add-on go-to-market campaign, from initial concept on through the awareness, consideration, and decision phases of the buyer's journey funnel.
Davin Pukulis, Director of Marketing, K15t Software
Sales Impact Academy Coach, Mark Walker gives a preview of this foundational course.
You will learn:
1. How to identify the real pain points in your target market.
2. Which go-to-market model is best suited to your businesses.
3. Learn about the key success metrics you need to track.
Key Points:
1. Don’t be a solution in search of a problem - Consider the demand in the market first and then build a product for that pain.
2. Frame your key competitors as villain’s - it is a great way of identifying a problem and rallying people behind your product.
3. Be a pill not a vitamin - Is your product a ‘must have’ or a ‘nice to have’?
4. Your ICP should be narrow enough that you are able to streamline your entire operation and make your capital more efficient - you will have to say no to people.
5. A genuine go-to-market model considers every stage of the funnel.
Case Study: Innovative, Fun Marketing Tool Go-to-Market Plan (Cisco myPlanNet)Petra Neiger
A few slides from the go-to-market plan for the Cisco myPlanNet simulation game, incl. traditional and social media marketing. Some integration examples also included.
Oct 2009 - Jan 2010 results:
- 77,730 unique hits
- 23,234 downloads
- 25,658 Facebook fans
- Played in 130 countries by over 2,500 institutions
- Press and analyst coverage
Why Product-Led Growth is the most effective GTM strategyMickey Alon
Product-led growth is a strategy that relies on features and usage as primary drivers for customer acquisition, retention and expansion. Mastering growth is an iterative process that involves measurements, user engagements and experimentation.
Looking to scale something up? Depending on how you're going after your market/ acquiring users, you may need to build a sales organization that's optimized for a top-down or bottom-up sales process (or perhaps both).
Watch the video overview at http://a16z.com/2015/03/06/go-to-market-bootcamp/ and then check out this slide deck, which shares some concrete tips and tools for accelerating time to market -- from the go-to-market experts at a16z, led by 'sales savant' Mark Cranney.
Because selling to enterprises is a lot like getting a bill passed through Congress: it can get stuck. And getting stuck -- or going down the wrong path -- can mean death to startups in a competitive market. Here's how to avoid that.
How to Plan and Execute a Go-to-market Campaign for an Atlassian Add-onAtlassian
When it comes to releasing a new add-on to the fast-growing Atlassian Marketplace, building a great product is not the whole story. To have a successful launch and achieve sustainable early customer growth, you need to make a concerted effort both before and after release day to connect your product with those it offers value to. Davin Pukulis, Director of Marketing from marketplace vendor K15t Software will be sharing his insights on how to do just that. This practical guide will explore the strategy and tactics of a recently executed add-on go-to-market campaign, from initial concept on through the awareness, consideration, and decision phases of the buyer's journey funnel.
Davin Pukulis, Director of Marketing, K15t Software
Sales Impact Academy Coach, Mark Walker gives a preview of this foundational course.
You will learn:
1. How to identify the real pain points in your target market.
2. Which go-to-market model is best suited to your businesses.
3. Learn about the key success metrics you need to track.
Key Points:
1. Don’t be a solution in search of a problem - Consider the demand in the market first and then build a product for that pain.
2. Frame your key competitors as villain’s - it is a great way of identifying a problem and rallying people behind your product.
3. Be a pill not a vitamin - Is your product a ‘must have’ or a ‘nice to have’?
4. Your ICP should be narrow enough that you are able to streamline your entire operation and make your capital more efficient - you will have to say no to people.
5. A genuine go-to-market model considers every stage of the funnel.
Slides David Shoenberger recently used in his discussion w/ mentees of The Product Mentor.
The Product Mentor is a program designed to pair Product Mentors and Mentees from around the World, across all industries, from start-up to enterprise, guided by the fundamental goals…Better Decisions. Better Products. Better Product People.
Throughout the program, each mentor leads a conversation in an area of their expertise that is live streamed and available to both mentee and the broader product community.
5 Go-to-Market Strategies for B2B SaaS, FinTech, and IaaS [Webinar Recording]SP Home Run Inc.
(Preview Webinar for Go-to-Market Strategy Reboot Camp)
For founders, marketers, and sales professionals at B2B SaaS (software as a service), FinTech (financial technology), and IaaS (infrastructure as a service) firms -- especially startups, scaleups, and small businesses
How B2B prospects and clients research and make buying decisions has changed. Quite dramatically!
Some of the biggest names in the tech industry have figured this out. And they are shouting it from the rooftops:
Gartner found that 83% of a typical B2B purchase decision -- researching, comparing options, and evaluating pricing -- happens before a potential buyer engages with a vendor.
McKinsey discovered that 70% to 80% of B2B decision-makers now prefer to make decisions digitally.
And LinkedIn, partnering with Edelman, concluded that “thought leadership remains critical to customer engagement, but breaking through the noise is harder than ever.”
However, most SaaS, FinTech, and IaaS startups, scaleups, and small businesses are largely unprepared to confront this once-in-a-generation change in purchasing behavior -- that’s approaching at jet speed whether your company is prepared or not.
And that’s why we hosted this webinar: to help you and your team upskill and stay relevant to how your prospects and clients want to buy.
When you watch the recording of 5 Go-to-Market Strategy Best Practices, you’ll learn how to:
Adapt your sales process to support your prospects’ and clients’ buying process
Build your team with the right mix of generalists and specialists, modeled after some of the most successful professional baseball teams on the planet
Connect the dots between marketing, sales, customer success, and product, so you approach go-to-market as a team sport
Get on the radar screen of the right strangers, in the right places, at the right time, and in the right context
Plan your content strategy for maximum relevance, efficiency, and effectiveness across the most popular formats
And much more!
This webinar is especially crucial for founders, marketers, sales professionals, customer success leaders, and product managers at B2B SaaS, FinTech, and IaaS firms -- especially startups, scaleups, and small businesses.
Learn About Go-to-Market Strategy Reboot Camp http://www.GTMReboot.com
Final presentation of Go-to-Market Strategy for Fitbit Premium Project for University of Washington Software Product Management Certificate Program. June 2013
Discover in this presentation, the digital marketing trends for 2022, a quick review over 2021 trends as well as some of our resources to help you prepare for the next year.
The presentation covers elements of a GTM plan, what makes it disruptive and how does one measure it. The presentation was used at the NASSCOM Product Conclave in Cochin held on 14 Dec 2016 by Sunder Madakshira.
Use this modern go-to-market framework to define the activities required to successfully build market-driven products & services that customers will accept.
The Go-To-Market framework is a related set of activities and processes that connect the company’s product strategy to the customer experience. The Go-To-Market framework is cross-functional, spanning product management, product marketing, and sales. It is a strategy and requires operational efficiency.
Hult Impact Challenge - IBM Watson SeismicSandeep Vete
The Business Challenge: Put all the business knowledge and leadership skills we learned to the test with this seven-month group project to solve a real business problem in which my teammates and I devise a game-changing idea to solve an existing problem for a major corporation that really make a difference - not only to the MBA program but in future career and beyond.
The IBM 2015 Business Challenge
Background:
IBM has developed a supercomputer- “Watson” -which is capable of learning and adapting in the same way as humans. IBM calls this capability “cognitive computing an advanced form of Artificial Intelligence.
Watson gained fame by winning the U.S. quiz show and IBM CEO Ginni Rometty has made it a centerpiece of the company’s strategy going forward. Ms. Rometty is convinced that Watson and cognitive computing will transform how we live and do business. The power of Watson has already been put to use, transforming the way medical research and diagnosis is done for important disease areas.
The Challenge:
Create an actionable business idea showing how IBM could put their AI technology to use, and shape future product development strategies using AI systems like Watson.
Developing effective value creation in digital advertising. Focuses on how programmatic media buying strategy can identify value which enables brands to build upon customer relationships. By aligning operations and analysis around overall marketing strategies programmatic media industry participants can increase the vale they provide.
Slides David Shoenberger recently used in his discussion w/ mentees of The Product Mentor.
The Product Mentor is a program designed to pair Product Mentors and Mentees from around the World, across all industries, from start-up to enterprise, guided by the fundamental goals…Better Decisions. Better Products. Better Product People.
Throughout the program, each mentor leads a conversation in an area of their expertise that is live streamed and available to both mentee and the broader product community.
5 Go-to-Market Strategies for B2B SaaS, FinTech, and IaaS [Webinar Recording]SP Home Run Inc.
(Preview Webinar for Go-to-Market Strategy Reboot Camp)
For founders, marketers, and sales professionals at B2B SaaS (software as a service), FinTech (financial technology), and IaaS (infrastructure as a service) firms -- especially startups, scaleups, and small businesses
How B2B prospects and clients research and make buying decisions has changed. Quite dramatically!
Some of the biggest names in the tech industry have figured this out. And they are shouting it from the rooftops:
Gartner found that 83% of a typical B2B purchase decision -- researching, comparing options, and evaluating pricing -- happens before a potential buyer engages with a vendor.
McKinsey discovered that 70% to 80% of B2B decision-makers now prefer to make decisions digitally.
And LinkedIn, partnering with Edelman, concluded that “thought leadership remains critical to customer engagement, but breaking through the noise is harder than ever.”
However, most SaaS, FinTech, and IaaS startups, scaleups, and small businesses are largely unprepared to confront this once-in-a-generation change in purchasing behavior -- that’s approaching at jet speed whether your company is prepared or not.
And that’s why we hosted this webinar: to help you and your team upskill and stay relevant to how your prospects and clients want to buy.
When you watch the recording of 5 Go-to-Market Strategy Best Practices, you’ll learn how to:
Adapt your sales process to support your prospects’ and clients’ buying process
Build your team with the right mix of generalists and specialists, modeled after some of the most successful professional baseball teams on the planet
Connect the dots between marketing, sales, customer success, and product, so you approach go-to-market as a team sport
Get on the radar screen of the right strangers, in the right places, at the right time, and in the right context
Plan your content strategy for maximum relevance, efficiency, and effectiveness across the most popular formats
And much more!
This webinar is especially crucial for founders, marketers, sales professionals, customer success leaders, and product managers at B2B SaaS, FinTech, and IaaS firms -- especially startups, scaleups, and small businesses.
Learn About Go-to-Market Strategy Reboot Camp http://www.GTMReboot.com
Final presentation of Go-to-Market Strategy for Fitbit Premium Project for University of Washington Software Product Management Certificate Program. June 2013
Discover in this presentation, the digital marketing trends for 2022, a quick review over 2021 trends as well as some of our resources to help you prepare for the next year.
The presentation covers elements of a GTM plan, what makes it disruptive and how does one measure it. The presentation was used at the NASSCOM Product Conclave in Cochin held on 14 Dec 2016 by Sunder Madakshira.
Use this modern go-to-market framework to define the activities required to successfully build market-driven products & services that customers will accept.
The Go-To-Market framework is a related set of activities and processes that connect the company’s product strategy to the customer experience. The Go-To-Market framework is cross-functional, spanning product management, product marketing, and sales. It is a strategy and requires operational efficiency.
Hult Impact Challenge - IBM Watson SeismicSandeep Vete
The Business Challenge: Put all the business knowledge and leadership skills we learned to the test with this seven-month group project to solve a real business problem in which my teammates and I devise a game-changing idea to solve an existing problem for a major corporation that really make a difference - not only to the MBA program but in future career and beyond.
The IBM 2015 Business Challenge
Background:
IBM has developed a supercomputer- “Watson” -which is capable of learning and adapting in the same way as humans. IBM calls this capability “cognitive computing an advanced form of Artificial Intelligence.
Watson gained fame by winning the U.S. quiz show and IBM CEO Ginni Rometty has made it a centerpiece of the company’s strategy going forward. Ms. Rometty is convinced that Watson and cognitive computing will transform how we live and do business. The power of Watson has already been put to use, transforming the way medical research and diagnosis is done for important disease areas.
The Challenge:
Create an actionable business idea showing how IBM could put their AI technology to use, and shape future product development strategies using AI systems like Watson.
Developing effective value creation in digital advertising. Focuses on how programmatic media buying strategy can identify value which enables brands to build upon customer relationships. By aligning operations and analysis around overall marketing strategies programmatic media industry participants can increase the vale they provide.
A comprehensive industry trade group evaluation and analysis of the Mobile Marketing Association, core values, mission and vision statement, global partners, creative portfolio, trademarks and case studies.
Tom Stein's, President and Chief Creative Officer of Stein + Partners Brand Activation, presentation at Custom Marketing Day - July 27 2011 in New York City
AMA_Corporate Attitudes and Adoption Trends of Multi-Channel and Omni-Channel...Scott Valentine, MBA, CSPO
Recognizing the need for insights into multi-channel use and OCM adoption,
Platt Retail Institute (PRI), in cooperation with the American Marketing
Association (AMA), and with the generous support of hybris software, decided
to undertake a survey of a portion of the AMA audience in January 2013. In
general, the purpose for conducting this research was:
1. To understand current and future marketing channel usage. As most
firms use various methods to reach their customers, we desire to gain
insights into current and future utilization, budget allocation, and
perceived channel ROI.
2. As organizations are being driven to adopt a more integrated marketing
approach, we desire to learn whether OCM strategies are being
implemented, or if there are plans to implement them within the next
three years. Underlying factors that are driving these plans, as well as
budgets allocated to implement these programs, were also considered.
The study also identifies the most significant business challenges faced
when implementing an OCM strategy, as well as who is primarily
responsible for making the decision to implement an OCM solution.
Gone are the days when marketing chiefs focused solely on the classic 4Ps: Product, Price, Promotions and Place - they now must take an integrated approach to drive company goals.
Technology has come to play a crucial role in delivering marketing programs and helping with meeting your marketing objectives. In a space filled with over a 1,000 marketing tech companies providing all kinds of products, platforms & services how do you decide which tools and platforms to invest in?
We polled and received responses from 260 B2B marketers in the United States and internationally. The special report that follows gives you a snapshot of how B2B marketers such as yourself are placing their bets on technology.
Facebooks Usefulness to Marketers / AdvertisersTouseef Ahmed
As per Statista, an average user spent 135 minutes over Social media platform in 2017 as compared to 90 minutes spent over social media in 2012. [Refer to link: Average daily time spent on social media worldwide 2012-2017]. And Facebook being the biggest and most popular Social media is therefore the largest platform for opportunity seekers. Facebook currently has 2.2 billion active monthly users. This makes it a hotspot over the internet for companies to advertise/market their products over the Facebook platform. Advertisers/marketeers run campaigns and advertisements to try and reach those 2.2 billion active users who could potentially buy their product and become their customer at the same time in the longer run.
Some of the Facebook advertising features include:
• Demographic targeting by Facebook user data on age, location, education, and interests.
• The ability to set ad budgets.
• Ad testing, in which multiple ad versions can be run simultaneously in order to compare ad designs and setup.
• Built-in ad performance measurement tools.
Numa era de mudanças organizacionais e perturbações globais sem precedentes, o relatório Global Marketing Trends 2022 apresenta as principais tendências de marketing, fruto dos desafios de negócio que enfrentamos
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
2. AN INTEGRATED MARKETING PROGRAM | 2
“The business enterprise has two and only two
basic functions: marketing and innovation.
Marketing is the distinguishing, unique function
of the business.”
Peter Drucker, The Practice of Management
4. AN INTEGRATED MARKETING PROGRAM | 4
JANUARY 2009 – JUNE 2010
In 2009, Symyx initiated an integrated marketing strategy intended to grow revenue and
bookings, penetrate new market segments, and increase brand equity for the Symyx Electronic
Laboratory Notebook (ELN). The program integrated print advertising, public relations, unified
digital marketing (website, micro-sites, banner ads, SEO, webinars, email marketing, and social
media), global telemarketing, and sales enablement. Following are the benchmarks, goals, and
results for the top-level key performance indicators (KPI).
PERFORMANCE PARAMETER BENCHMARK GOAL RESULT INCREASE
OVERALL REVENUE
1
$9.5M NA $18.3M $8.8M 93%
OVERALL BOOKINGS
1
$11.3M NA $16.8M $5.5M 49%
NEW MARKET SEGMENT BOOKINGS
2
$0.2M $1.6M $2.5M $2.3M 1,150%
NEW MARKET SEGMENT SALES OPPORTUNITIES
2
$1.0M $8.5M $11.8M $10.8M 1,080%
BRAND AWARENESS
3
22% 32% 45% 23 PTS 105%
BRAND CONFIDENCE
3
32% 42% 54% 22 PTS 69%
1
Benchmark is 2009 actual, and result is 2010 full-year estimate as of June 30, 2010.
2
Benchmark is 2009 actual, goal and result is for the 12-month period from July 1, 2009 to June 30, 2010.
3
Benchmark is from a third-party study completed November 2008, and result is from same third-party study completed November 2009.
5. AN INTEGRATED MARKETING PROGRAM | 5
PRINT ADVERTISING
The primary goal of the print advertising
campaign was to build brand equity—specifically
awareness and confidence. The creative approach
appropriated Steve Job’s metaphor of “a bicycle
for your mind,” in that the Symyx Notebook took
you places that were difficult to reach with a
traditional laboratory notebook, and it got you
there much easier and faster. It also appealed to
scientists who, in general, are more likely to camp,
hike, and mountain bike than people in other
professions. An early indicator of the ads
performance was its number one position in an ad
recall study, where it outperformed ads from
billion-dollar multinational corporations in
pharmaceuticals, analytical instruments, and life
science informatics—including Merck KGaA, Shimadzu,
and Waters—and achieved a 69% recall, versus a 43% average recall of the 16 ads studied.
6. AN INTEGRATED MARKETING PROGRAM | 6
MEDIA RELATIONS & THOUGHT LEADERSHIP
ELNs were initially introduced in the 1990s for
individual, domain specific applications. In 2008,
Symyx introduced an enterprise ELN that could
be used across multiple domains. The media
relations’ strategy was to establish Symyx as a
thought leader in the emerging enterprise ELN
market, and the goal was to author or appear in
12 feature articles in target publications reaching
lab scientists in chemistry and biology domains.
Between January and December of 2009, Symyx
authored or appeared prominently in 16 feature
articles in 12 target publications including Bio-IT
World, Bioscience Technology, Drug Discovery &
Development, Lab Manager, and Scientific
Computing.
7. AN INTEGRATED MARKETING PROGRAM | 7
BRAND EQUITY METRICS
Brand awareness and confidence directly affect
whether a buyer will consider purchasing your product.
Bio-IT World conducted a brand study in late 2008 to
benchmark the Symyx ELN and the leading
competitor’s ELN. The study was repeated in late 2009
to measure the effectiveness of the integrated Symyx
Notebook print advertising and media relations’
campaign. It showed that brand awareness and confidence for
Symyx Notebook had increased 23 and 22 percentage points,
respectively, and that gaps between Symyx and the leading ELN
competitor had narrowed significantly.
BRAND AWARENESS BRAND CONFIDENCE
2008 2009 IMPROVEMENT
2008 2009 IMPROVEMENT
SYMYX NOTEBOOK ELN 22%
45% 23%
32%
54%
22%
LEADING COMPETITOR’S ELN 49%
63% 14%
58%
65%
7%
SYMYX DEFICIT & IMPROVEMENT 27%
18% 9%
26%
11%
15%
8. AN INTEGRATED MARKETING PROGRAM | 8
SALES ENABLEMENT
Scientists are a special class of B2B technology customer. They are very
skeptical of advertising claims. On the other hand, they highly
value peer recommendations, and they live to publish
articles. Symyx published Molecular Connection, a high-quality
biannual journal, to take advantage of this desire. In 2009,
Molecular Connection included case studies from scientists,
laboratory managers, and information technology professionals
at pharmaceutical and biopharmaceutical leaders AstraZeneca,
Bristol Myers Squibb, Elan, Eli Lilly, Johnson & Johnson, Pfizer,
and Millennium.
Case studies are a very effective means of addressing a potential
buyer’s question, “How does a product or technology meet my specific
business need?” A survey of Symyx sales personnel at the end of 2009
ranked Molecular Connection as the top sales enablement tool, and
specifically cited case studies as key to closing several deals. Another highly
rated sales enablement tool was webinars, especially those that
incorporated case study presentations by customers.
9. AN INTEGRATED MARKETING PROGRAM | 9
OVERALL SYMYX NOTEBOOK REVENUE & BOOKINGS
The Symyx enterprise sales team sold directly to top 20 (over $1 billion in annual revenue)
pharmaceutical and biotech companies. The complex sales cycle averaged 12 to 18 months and
produced 7-figure deals. Marketing’s contribution to bookings in early 2009 was primarily
through sales enablement. In July 2009 marketing launched a new program that penetrated new
markets segments and directly generated opportunities that led to bookings.
$11.3
$9.6
$16.8
$18.3
$0.0 $2.0 $4.0 $6.0 $8.0 $10.0 $12.0 $14.0 $16.0 $18.0 $20.0
BOOKINGS
REVENUE
Millions (US)
OVERALL SALES PERFORMANCE – 2009 & 2010
2010
2009
10. AN INTEGRATED MARKETING PROGRAM |10
NEW MARKET SEGMENT PENETRATION & BOOKINGS
In July 2009, marketing launched a unified digital marketing program targeting 6-figure deals
with the 1,080 pharmaceutical and biotech companies beneath the top 20 (under $1 billion in
annual revenue). Between July 1, 2009 and June 30, 2010, $2.5M of new bookings was
generated (versus a projected target of $1.6M), and $11.8M of new sales opportunities was
added to the pipeline (versus a projected target of $8.5M).
$1.6
$8.5
$2.5
$11.8
$0.0 $2.0 $4.0 $6.0 $8.0 $10.0 $12.0 $14.0
BOOKINGS
OPPORTUNITIES
Millions (US)
MARKETING DEMAND GENERATION SYSTEM PERFORMANCE – JULY 1, 2009 THRU JUNE 30, 2010
ACTUAL
TARGET
11. AN INTEGRATED MARKETING PROGRAM |11
A UNIFIED DIGITAL MARKETING PROGRAM
Between January and June of 2009, Symyx marketing developed a business case for a unified
digital marketing operation, and gained approval from stakeholders. This combined the existing
website and CRM (salesforce.com) with improved SEO and a new marketing automation tool
(Eloqua) which served as a hub for newly launched email advertising, micro-sites, banner ads,
webinars, and social media.
The unified digital marketing operation engaged global prospects from the new, target market
segment (smaller pharmaceutical and biotech companies), nurtured and tracked them through
the early stages of the buying cycle (awareness and discovery), qualified them through global
local-language telemarketing, and delivered well-qualified, late-stage prospects to sales. As a
result, the enterprise sales team was able to close the smaller, 6-figure deals within 3 months, on
average.
The following pages diagram and describe the overall unified digital marketing operation, the
workflow to generate, nurture & qualify prospects, the social media structure & strategy, and an
ROI comparison.
12. AN INTEGRATED MARKETING PROGRAM |12
A UNIFIED DIGITAL MARKETING OPERATION
NURTURING
& MONITORING
QUALIFICATION
CONFIRMATION
& PRESALE
PROPOSAL,
NEGOTIATION
& CLOSE
MARKETING ASSETS
ANALYTICS & REPORTING
AWARENESS DISCOVERY VALIDATION
SEARCH,
KNOWLEDGE
SHARING &
DIALOG
13. AN INTEGRATED MARKETING PROGRAM |13
WORKFLOW TO GENERATE, NURTURE & QUALIFY PROSPECTS
Nurture
Cycle
Profile Prospect
Track Behavior
Score Quality
Deliver to Sales
2
3
4
5
6
1
Micro-site Web
Form
White
Papers
& Case
Studies
Webinars
Global Local-Language
Telemarketing
Profile & Activities
Outbound
Email
Marketing automation
serves as a hub to
1) send outbound
emails with an offer to
target prospects,
2) that click-through
to the micro-site in
response, 3) where
they complete a
Web form to access
the offer. Thereafter,
4) prospects are
tracked as they
return to access
additional assets
and are nurtured
through the early
stages of the
buying cycle
(awareness and
discovery). Global
local-language telemarketing 5) follows up periodically to provide human contact and further qualify prospects. When
prospects are qualified as approaching the purchase phase of the buying cycle, 6) sales representatives access detailed
prospect profiles with a list of all their activities throughout the buying cycle.
14. AN INTEGRATED MARKETING PROGRAM |14
SOCIAL MEDIA STRUCTURE & STRATEGY
In Q2 2009, we audited our social media environment, and found that scientists, our target
market, used Facebook personally, but professionally they used LinkedIn, where ELN
communities already existed. Scientists followed blogs and viewed relevant videos and slide
ware from YouTube and SlideShare. Guided by the findings and best practices, we integrated
the following social media structure into our unified digital marketing strategy.
15. AN INTEGRATED MARKETING PROGRAM |15
RETURN ON INVESTMENT
Comparing results from a unified digital marketing program between July 2009 and June 2010
with demand generation in 2008 (tradeshows and outbound sales calls) shows that:
• Cost of demand generation programs was 20% lower
• Total dollar return of bookings and opportunities increased by a factor of 10
• Percentage return of bookings and opportunities increased by a factor of 15
MARKETING PROGRAM COST AND RETURN JAN – DEC 2008 JUL 2009 – JUN 2010
COST OF DEMAND GENERATION PROGRAM
TRADITIONAL EVENTS AND CONTRACT OUTBOUND SALES CALLS $2.0M
NEW B2B MARKETING SYSTEM $1.6M
VALUE CREATED FROM DEMAND GENERATION PROGRAM
SALES OPPORTUNITIES (SQL) $1.0M $11.8M
BOOKINGS $0.2M $2.5M
RETURN ON INVESTMENT
SALES OPPORTUNITIES (SQL) 50% 738%
BOOKINGS 10% 156%
16. AN INTEGRATED MARKETING PROGRAM |16
ABOUT BRUCE PHARR
I live in the San Francisco Bay Area with my wife and son. I hike in the
Santa Cruz Mountains, eat good food, drink good wine, root for the
SF Giants, and indulge a passion for the arts.
I serve as a strategic advisor, senior consultant, and contract
corporate executive with innovative science and technology
companies in life sciences, healthcare, energy storage,
instrumentation, and semiconductors.
I have a track record of helping companies create competitive
advantage, grow revenue and market share, and increase enterprise
value. And I’ve contributed to several successful M&A events. I am a
subject matter expert in basic, translational, and clinical research systems. I have led or contributed to the development
of market and product requirements for biomedical, genomic, and NGS products, written thought-leader white papers,
case studies, and articles for leading online and print publications, and developed and delivered presentations at major
biomedical conferences.
I led development and execution of the integrated go-to-market strategy described in this case study as VP, Marketing
at Symyx Technologies. The program helped position Symyx Notebook as a leading enterprise electronic laboratory
notebook (ELN) for life sciences, and it was instrumental in increasing enterprise value 140% (from a low of $2.39 per
share in March 2009 to $5.75 per share in April 2010) and achieving a successful merger with Accelrys in July 2010.