The document discusses 5 steps for more effective channel marketing for ECM solution providers. It finds that vertical events are the most effective marketing tool based on participation and satisfaction rates. It recommends focusing on press/articles over advertising, customizing marketing to different audiences, and leveraging marketing efforts like sponsoring webinars which generated nearly 1,000 registrations and hundreds of attendees from relevant industries.

1. The One-Minute ECM Guru Volume 3 in a series 5 Steps to More Effective Channel Marketing

2. Guru (plural gurus) Noun A Hindu spiritual teacher. An advisor or mentor. A leader or expert in a field.

3. One of my favorite Dilbert cartoons is the one where he gets transferred to marketing. He finds the marketing department. It appears to be a party for the ages, with a banner “Welcome to Marketing -- Two Drink Minimum” over the doorway.

4. Don’t you wish it was like that?

5. Today’s Guest Guru… Gets to the heart of the reality of marketing efforts by the ECM Channel…

6. Noted Author and Playwright Arthur Miller

7. The jungle is dark but full of diamonds... From Death of a Salesman

8. Question for the ECM Guru: “ I am an ECM Solution Provider. My marketing seems like a waste of money. What can I do about it?”

9. Let’s focus on marketing tools and techniques in the ECM channel More specifically, the French Guard from Monty Python and the Holy Grail.

10. Let’s focus on marketing tools and techniques in the ECM channel -- and satisfaction with them More specifically, the French Guard from Monty Python and the Holy Grail.

11. The typical marketing arsenal for ECM solution providers (i.e.., the channel)

12. % who do it 12% 55% Yellow pages 24% 60% Web advertising 14% 54% Print advertising 27% 56% Large horiz shows

13. % who do it of those who do, the % who think it good or great 12% 55% Yellow pages 24% 60% Web advertising 14% 54% Print advertising 27% 56% Large horiz shows

14. Doesn’t sound very good.

15. 5 Steps to More Effective Channel Marketing…

16. #1

17. Focus vertically.

18. % who do it of those who do % who think it good or great YES, We Have a Winner 59% 78% Vertical events

19. #2

20. Learn what works.

21. AIIM Solution Providers Executive Forum November 8-10 Savannah, Georgia www.aiim.org/dmspef

22. #3

23. Think press, not just advertising.

24. What does a good article on a customer case study cost? More specifically, the French Guard from Monty Python and the Holy Grail.

25. Zero. Or close to it.

26. What is a good article on a customer case study worth? More specifically, the French Guard from Monty Python and the Holy Grail.

27. Priceless.

28. Enough said. More specifically, the French Guard from Monty Python and the Holy Grail.

29. #4

30. On size does not fit all.

31. Customize your marketing. AIIM offers year round opportunities for solution providers including: 20 local educational seminars 24 webinars 6 industry research studies 4 vertical web marketing programs 2 instructional wall posters 1 magazine with 6 issues per year 1 buyers guide; in-print and searchable online feature is FREE to members

32. #5

33. Leverage your marketing efforts.

34. Here is a case study of one AIIM webinar Perils of Distributed Capture, 4/12/06 Cost to be a sponsor… about $4K

35. What were the totals and the highlights? Registrations = 979. Opt-ins = 551. Attendees that pass over e-mail permission. Attendance = 452.

36. Vertical breakout of attendees…

37. Banks and securities companies on the webinar… A G Edwards & Sons Inc Affinity Federal Credit Union Bank of America Bank of Hawaii BNA BNP Paribas Citigroup Colonial Bank Group Countrywide Home Loans Credit Suisse Daimler Chrysler Services DM Federal Credit Union Evangelical Christian Credit Union Federal Reserve Bank Fifth Third Bank First Horizon Home Loans Flagstar Bank Fremont Investment and Loan GMACM Homecomings Financial JP Morgan Chase Key Bank, N.A. Morgan Stanley Nationwide Oppenheimer & Co. Park View Federal Savings Bank Sallie Mae Southwest Securities UBS Washington Mutual, Inc.

38. State and local government agencies on the webinar… Anoka County Bell County Information Ssystems Broward County Board of Commissions CA Dept. Justice California Department of Motor Vehicles Central Arizona Project Chester County, PA City and County of Honolulu City and County of San Francisco - Assessor City of Burbank City of Hampton City of Minneapolis City of Northglenn City of Palmdale City of Philadelphia, MOIS City of Thunder Bay County of Morris County of Sacramento Dallas County District Attorney's Office, County of San Diego Employees Retirement System of Texas Erie County Department of Social Services Fresno Metropolitan Flood Control District Hennepin County

39. State and local government agencies on the webinar… Hennepin County District Court - State of MN KCPERS L.A. County Community Development Commission Maricopa County Minnesota Department of Health Minnesota Dept of Human Services Municipality of Anchorage Northville Township Police Department NYS Department of Transportation Ohio Department of Job & Family Services OK DHS PA Historical & Museum Commission Portland Development Commission Ramsey County Information Services San Bernardino County Sec of State/Records Management Division State of Minnesota State of NC - ITS State of Nebraska, Secretary of State State of Tennessee WA State Dept of Retirement Systems Washington State Department of Health Washington State Department of Revenue Wisconsin Department of Corrections Yuma County

40. AIIM does 50+ events with this capability every year… We are moving “up” the lead value chain for all our activities … Not just the volume of leads, but the quality…and proving it…and putting them into direct contact with solution providers. Let us help you make these kinds of opportunities relevant to your organization Low-cost of entry opportunities for exposure and leads in your own backyard

41. Do something . www.aiim.typepad.com www.aiim.org/dmspef