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Multi-Touch Marketing Protecting a Late Stage Market & Winning an Early Stage Software Market

Multi-Touch Marketing Protecting a Late Stage Market & Winning an Early Stage Software Market. February 28, 2005 Mark Morrissey, Director zSeries Software Marketing. Agenda. Personal background Early and late stage markets Multi-touch marketing best practices Career Thoughts.

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Multi-Touch Marketing Protecting a Late Stage Market & Winning an Early Stage Software Market

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  1. Multi-Touch MarketingProtecting a Late Stage Market &Winning an Early Stage Software Market February 28, 2005 Mark Morrissey, Director zSeries Software Marketing

  2. Agenda • Personal background • Early and late stage markets • Multi-touch marketing best practices • Career Thoughts

  3. Personal Background • 10 years in enterprise software marketing & product marketing • IBM – Director zSeries Software Marketing • Multi-touch marketing model for $7B product line in late stage market • Candle Corporation – VP Worldwide Marketing • Turned around $1B market leader losing share. Acquired by IBM • Siebel Systems – VP Marketing, Siebel ERM • Helped define new ERM market and grow business unit revenue to $100M • Allegis Corporation – VP Product Management • Defined PRM product and category that grew company to 200 employees & $20M revenue • Continuus Software – Development Manager, Product Manager • Built two category creating products that grew company to 175 employees & $25M revenue • Design Intent – Chief Technical Officer • Founded, funded and built product in failed start-up venture for early market • 10 years as software developer and architect

  4. Early and Late Stage Markets Conservatives Pragmatists Stick with the herd Move only when necessary Visionaries Move ahead of the herd Skeptics No way Tornado Techies “Try it” Bowling Alley Late Main Street The Chasm

  5. Multi-Touch Marketing Model Value-Add Multi-Touch Emails Field Events • Market segment contact with applicable: • Company (size, industry) • Title • Technology eNewsletters Telesales & Sales Tools Web Marketing Launches, PR & Analysts

  6. Multi-Touch Marketing Best Practices - Summary • Validate “on message” whole solution positioning • Align campaign and revenue goals by target • Consistent multi-touch, value-add marketing to each target • Invest in organization and execution model • Measure each tactic, each region, each rep weekly • Focus on lead qualification and speed of follow through • Train and enable Sales with tools that reinforce same value proposition • Adjust tactics, positioning, volume and spend each week to meet goals

  7. 1. Validate “on message” position and whole solution for target market

  8. 2. Align campaign & revenue goals by target

  9. Lists Sales 3. Consistent multi-touch, value-add marketing for response generation May June EU/AP: January February March April E-mail 4 E-mail 2 E-mail 3 E-mail 1 May June NA: January February March April Webinar Email 5 Email 6 Email 8 Email 3 Email 4 Webinar Email 7 Multi-touch e-mail • Informational, brief, professional • Aligned to important issue for target • Best practices, tips & tricks • Value-add off (white paper, article) Each tactic • Marketing template • Qualification call script • E-mail • Offer Self-Identified Response Lead Qualification

  10. 4. Organize for fast cost-effective tactic execution (2 weeks, $500/lead) In-source model enables fastest tactic execution and corrective adjustments • Product Marketing Manager – selects offer, lists sizes and develops draft content • Writer – creates compelling, professional content • Creative – creates HTML • Market Intelligence – generates lists • Operations – executes and analyzes results Cost per lead: • $1100 in 1H03 • $842 in 2H03 • $570 in 1H04 • $416 in 2H04

  11. 5. Measure each tactic, each region, each rep weekly Weekly scorecard measures: • Responses • Leads • Lead conversion • Sales opportunities • Revenue

  12. 5. Measure each tactic, each region, each rep weekly

  13. Marketing Programs Sales Programs OO Yes Yes No No OI LDRs ziSSRs zSSRs Win Revenue 6. Focus on lead qualification and speed of follow through • LDR Qualified Opportunities • Telesales campaigns • Field Sales Plays • ziSSR-Generated Opportunities • Multi-touch marketing campaigns Win? Opportunity? Opportunity? • Lead • Qualification • V2V • Opportunity Identification (OI) • Opportunity Ownership (OO)

  14. 6. Focus on lead qualification and speed of follow through Designed for Speed of Follow Through • Inside sales receives responses daily • Calling begins with 24 hours of tactic execution • Qualified leads assigned to Inside Sales reps daily • Sales reps contact new leads with 48 hours • Tactic resolution typically completed within 3 weeks • Marketing manager has complete tactic analytics prior to next tactic

  15. 7. Train and enable Sales with tools that reinforce same value proposition Sales Presentation Recorded Demo Scripted Whiteboard Sales Program Enablement Training

  16. 8. Adjust tactics, positioning, volume and spend each week to meet goals Second campaign adjustments – collapse J2EE campaigns into WAS focus, collapse EAI campaigns into WMQ and WBI focus First campaign adjustments – redesign managers campaign, previous responders campaign begins, etc.

  17. 8. Adjust tactics, positioning, volume and spend each week to meet goals New sales tools and training to increase promoted leads Management focus to reduce No Action to less than 10% Establish SandBox for ongoing prospecting

  18. Multi-Touch Marketing Best Practices - Summary • Validate “on message” whole solution positioning • Align campaign and revenue goals by target • Consistent multi-touch, value-add marketing to each target • Invest in organization and execution model • Measure each tactic, each region, each rep weekly • Focus on lead qualification and speed of follow through • Train and enable Sales with tools that reinforce same value proposition • Adjust tactics, positioning, volume and spend each week to meet goals

  19. Multi-Touch MarketingProtecting a Late Stage Market &Winning an Early Stage Software Market February 28, 2005 Mark Morrissey, Director zSeries Software Marketing

  20. Career Thoughts • Do what you love • Never stop learning • Be an expert on market guiding customer challenge scenarios • Learn (and appreciate) related roles by doing • Always have a mentor that’s 1+ steps ahead in your career path • Be willing to fail (and not defensive when you do) • Learn to hire and lead great people • Find and manage your life and career balance

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