Unlocking High Impact Go To Market - V3 Exposed
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How do we breakthrough and win in today's crowded, information overloaded market. Unlock Breakthrough Go To Market with V3 - Viewpoint, Value and Velocity.
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Unlocking High Impact Go To Market - V3 Exposed
- 1. Viewpoint Value and Velocity Unlocking High Impact SaaS Marketing Ken Rutsky President KJR Associates Strategic Product Marketing Expert ken@kjrassociates.com www.kjrassociates.com
- 2. the world has shifted
- 6. Enterprise IT Cost Cloud Content Collaboration Transparency Management Software Business Virtualization & Flash Storage Intelligence Security Solutions Solutions On Demand Enterprise Social Virtualization Identity Software Software Management
- 7. 115,000 550,000 286,000 5,170,000 1,230,000 2,800,000 220,000 2,030,000 27,500
- 8. we have connected buyers
- 9. The New Buyer Connected Impatient Impulsive Informed Elusive Still Human Still Part of Org Adapted From Joel York, Chaotic Flow, and Ben Horowitz Ben’s Blog
- 10. we have solution proliferation
- 11. IMPACT Viewpoint Impact = V3
- 12. Viewpoint Value Velocity V=DE2
- 13. Viewpoint Customization Configure Code Software SaaS Delivery
- 14. Value Who Care s Draw Customer Care ($$s)
- 15. Value Who Care s Draw Customer Care ($$s)
- 16. Three Strategies For Breakthrough Positioning
- 18. Strategy 2 : Embrace and Extend
- 19. Strategy 2 : Embrace and Extend
- 20. Velocity V=DE2 Velocity = Delivery * Engagement * Experience
- 21. SOURCE: B2B Content Marketing: 2010 Benchmarks, Budgets and Trends; B2BOnline, Junta42
- 23. “The problem is getting the right content to the right people...Producing smart, highly targeted and truly innovative content can be really challenging.” “ “It’s often difficult to find topics that have not already saturated the market. Putting a different spin on a subject takes time.” SOURCE: B2B Content Marketing: 2010 Benchmarks, Budgets and Trends; B2BOnline, Junta42
- 24. Match Delivery to Audience and Buying Cycle Source: http://www.b2bbloggers.com/blog/the-ultimate-content-marketing-infographic/
- 25. Driving Velocity Engagement Trial Online Assessment High Velocity High Video Live Demo Case Study Screen-show Low Low Whitepaper Velocity Datasheet Low High Experience
- 26. Strategy 3 : Copy and Paste
- 27. CASE STUDY: Nimsoft GETTING NOTICED AND WINNING
- 28. Nimsoft: The Big 4 Alternative
- 30. from the datacenter to the cloud Value
- 32. $350,000,000
- 33. SUMMARY Impact Marketing = V3 Viewpoint Value Velocity V=DE2
- 34. Next Steps • Find Your Viewpoint – 2X2 • Set The Value Terrain– VENN DIAGRAM • Are You Experience – DEFINE THE EXPERIENCE TO SHOW VALUE Email ken@kjrassociates.com www.kjrassociates.com
Editor's Notes
- We used to ask Dad
- Now we ask google
- Connected - Has access to wide variety of informationImpatient – What’s the answer now, without screeningElusive – Independent researchers have more powerImpulsive – Shifts prioritiesInformed – May likely know more about your value prop than your rep doesStill Human – Wants face to face connection and risk adverseBUT Is still in an org- Old buying habits die slow … “Meet the new enterprise Customer, Same as the old…”Orgs don’t have credit cards, they have buying processesGroups make decisions, not individualsHigh org commitment and switching costsLow personal “motivation” for innovation
- Find 2 angles, one market based, one solution charecteristic, create a Viewpoint, the terrain, for Sales force, Solution delivery is moving from Software to Service, where you configure not customize, “The end of Software”
- Use Viewpoint to Tilt the playing field
- Source:
- Acquired by CA for 350M, 9 months after Unifeid Monitoring launch