1. How to build successful
online strategies
for high-tech companies?
Digital
Business
Development
Arjan van Liere

2. International landscape
Global competition
Changing playing field,
parties and instruments

3. Why online?
Reach global markets

6. Why online?
Serve a niche

7. Why online?
Cost effectiveness

8. Back to school

9. Nothing new?
Increasing technological newness
Existing
Products
New
The Netherlands
Markets
Market penetration
New
Increasing market newness
Existing
Product development
Middle East
USA
Market development
Product / market
diversification

10. Nothing new?
Increasing technological newness
Existing
Markets
New
Increasing market newness
Existing
Products
New

11. Online makes the world
transparant !

12. cheapest?
If not … be the best !
Are you the

20. What is your
competitive edge?

21. FOCUS !!

22. Explore new
markets !
Increase product
visibility !
Generate leads !
Leverage position
!
Clearly define the goal…..

23. Know your target
audience, the needs
and influencers…

25. Know the market details
- Competition
- Trends and
developments
- Client behavior and
media usage

26. Define the pipeline

27. Create multiple touchpoints
An average of 7.6
touchpoints is needed
before engineer takes action
!

28. Think in an integrated approach
Distribution activities
E-BLASTS
Call-to-Action (CTA)
COLLATERAL
ONLINE BANNERS
LANDING PAGE
Internal
communications

29. Use Calls To Action that trigger

30. Define KPI’s
-
# of email opened
# of campaign page visitors
# of campaign page returning
visitors
# of meeting requests
# of contest participants
# of uploaded, viewed and shared
videos
# of participation requests
# of downloads
# of webinar subscriptions
# of viewed showcases
# of read reports
# of info requests
# of prequalified leads
# of rates

31. Create overview

32. Use proven instruments
go/no go
Objective
setting
Briefing
Message
Online
strategy
Approach
- activity 1
- activity 2
Development &
products
Execution
Monitoring
Evalution

33. Organise channels / follow up

34. Nurture the leads !

35. Tips for success
1. Preparation and an integrated approach are key
2. Be prepared for success!
3. Analyse non-stop and be pro-active on
consequences (legal issues, shipping costs, etc)
4. Online strategy isn’t a project ;-)

36. Centre of expertise
http://www.digitalbusinessdevelopment.org