TSM Automated Marketing Solutions

Transcription

1 TSM Automated Marketing Solutions

2 Agenda o About MMI Solutions o The New Sales Reality o Basic Integrated Marketing Solutions o Automated Marketing Solutions o How an AMS works o Our Solution o Program Benefits o Program Components 2

3 A History of Sales and Marketing Success Steven Amiel, founder and CEO Was a printer himself for over 25 years Built and sold three successful printing companies during some of the most volatile years in the industry. Since starting MMI in 2006, he has helped Companies all across the US & Canada increase their revenue and sales capabilities through his innovative solutions and guidance. Michael Ciaramella Managing Partner A senior level Sales Executive with over 28 years of experience driving profitable revenue growth and leading high tech organizations through strategic change. Prior to MMI he held the position of Vice President of Sales at Eastman Kodak and led Kodak s entry into the U.S. and Canadian graphic communications industry and led a sales organization generating over $1 billion in annual revenue. 3

4 A History of Sales and Marketing Success MMI Solutions is a consultancy specializing in helping printing companies increase sales and improve marketing ROI by automating the selling process in a way that reflects today s new buying trends. Our Mission: To bring Affordable Automated Solutions to the Masses We offer complete turn-key solutions at: Build awareness and credibility with buyers and influencers. Help salespeople maximize their time and effectiveness by providing critical intelligence to determine when prospects are ready to buy. Empower salespeople to close deals faster and more efficiently. Since its introduction in 2009, our Automated Marketing Program has: Identified over 500 new prospects for our clients Grown Revenue for clients by over $750, Resulted in a ROI for our clients of between 6x to 9x of costs 4

5 The New Sales Reality 78% of business decision makers are spending less time face-to-face with sales representatives. They want more pre-sales information first. American Business Media Today it takes an average of 4-7 contacts, and upwards of 11 contacts for more complex sales to be made, including at least three pieces of relevant, solutions-based content, to turn a qualified lead into a sale. -Knowledge Storm/ Marketing Sherpa. Within many organizations there are multiple buying influences that need to be educated and sold in order to develop and win more complex and profitable communication campaigns. -Knowledge Storm/ Marketing Sherpa. 5

6 The New Sales Reality Cold calling to build prospects is no longer effective or cost justifiable Many sales reps are over-invested in the wrong opportunities and under-invested in the right ones Most of the sales person s time and attention gets focused on only the short term opportunities To compete effectively, sales professionals require a sales and marketing process that mirrors how buyers are making purchasing decisions. Today s market dynamics are far to demanding for a sales person using and PDAs alone. 6

7 The Fusion of Sales and Marketing Today, Competitive Advantage is built by sales teams using Automated-Integrated technology that allows them to: Stay connected to prospects rather than just contact them Collaborate with prospects rather than just communicate Build credibility and relationships with prospects by exchanging meaningful information that provides help and insight relevant to the prospects job or interest New research findings presented by MarketingSherpa at a recent Summit: Q: What motivates prospective buyers to agree to receive additional s on products and services? Top 3 Answers: that helps buyers in their jobs that offers fresh insight and ideas that addresses an area they want to learn about 7

8 Technology Choices Basic Marketing Solutions: (PURLS & Direct Mail) Automated Marketing Programs 8

9 Basic Marketing Solutions Integrated, but not automated Touch points can include: Direct Mail with PURLs E-newsletters Basic integrated marketing solutions will drive prospects from: A Direct Mail piece to the PURL / Micro-site PURLs can be set up to determine a base level of information 9

10 Basic Marketing Solutions From this point: Basic means manual Results must be downloaded, segmented and new campaigns created for next touch point A process of repeat, analyze and repeat. The end result will require you to focus your resources on you instead of your customers. Not a winning formula for growth. They lack the ability to allow you to build relationships and exchange information based on the prospect s interest. 10

11 TSM Automated Marketing Solution The Automated Marketing Solution drives integrated marketing campaigns that qualify and nurture prospects to maximize sales efficiency and performance. What s to Be Gained by a Lead Nurturing System: An effective lead scoring and nurturing system typically decreases the sales cycle from months to weeks Produces an average increase of 78% in qualified leads It also, decreases the cost of sale by 10% Improves conversion rates by one and a half to three times the speed of not having one Increases Transaction Size Source: Bearing Point 11

12 How does the AMS work? The concept is simple Communicate a message to a group of prospects and then send your next message based on their reactions and responses. Prospects who click on a specific link in the message get one , those who click on a different link get another. This begins a process of scoring the value of a prospect while developing credibility for the firm as an intelligence resource. Based on responses and interactions, these leads are passed to the appropriate stakeholder in sales or telemarketing to further qualify focusing the conversation on the data captured from the prospect. 12

13 How does the AMS work? The concept is simple The sales stakeholder can instantly respond to the prospect by utilizing the Sales Campaign Portal. The portal allows a sales person to immediately respond to prospects and to alter the long term content choices based on an interaction with that prospect. The result is providing an ongoing communication environment that replaces costly sales face time and helps sales teams focus their attention on opportunities that identify themselves; this effectively extends the reach and coverage of a given sales team. 13

14 Basic Marketing Solutions Comparison: Typical PURL vs. An Automated Marketinging Solution Feature PURL System Automated Market Solution Notify sales when suspects respond to DM campaign X X System learns during the campaign, providing content and messaging that gets more relevant and targeted over time X Automatically follows up with prospects on sales rep s behalf X Provides access to real time reporting, including a complete history of prospect interaction across all touches in a campaign X Sales people can set follow-up reminders for their prospects via or SMS messaging X 14

15 What makes the AMS program unique? Creative: An award winning creative team that brings big agency experience from Ogilvy, BBDO and Deutsch. Targeting Suspects: MMI provides a prospect list that goes beyond the C level or the Print Buyer and reaches the right executives with influence over the buying process. Automation and Intelligence: The AMS is designed to identify where prospects are in a buying cycle and what benefits are most likely to appeal to their needs. Once it recognizes a likely prospect, it automatically contours content to engage the prospect s attention; helping sales teams stay on prospects radars and build credibility as industry experts. Sales Edge Portal: A valuable tool that puts the sales person in the drivers seat with talking points, response templates and calendar alerts programmed to support the sales person through the sales cycle. 15

16 Targeted Suspects Superior list purchasing gets you the right names for your campaigns 16

17 Database Sample 17

18 AMS Campaign Schematic 18

19 Program Benefits and Opportunities Maximizes sales time by focusing on best opportunities when they occur Programs that reflect how buyers purchase vs. how traditional salespeople sell Expands your reach into new markets and prospects Goes beyond basic PURLs by contouring communication content to prospect interaction Provides multiple touch points over a 6 month campaign resulting in higher response rates ( Avg. of 7% vs. >1 %) Take advantage of new revenue opportunities by re-selling the Automated Marketing Solution without risk or investment. 19

20 Cost Comparison: AMS vs. DIY (Do It Yourself) You Do It: Design: 6-part mailing, PURL, 6 s, 12 s news alerts - $20,500 Purchase and programming of marketing automation software - $25,000 to over $100,000 Yearly licensing fee - $9,000 Human Resources hours, (approx. $20,000) ROI Based on 500 targeted suspects Average response rate over a six month campaign is 35 prospects Average conversion to new business over 12 months is 6-8 new customers. Time to market - 4 months to never Do It Yourself Total: $74,500 20

21 Creative that speaks to business issues Print on Demand 21

22 Application Based Programs Educational Fundraising 22

23 Application Based Programs Personal URL 23 E-Newsletter

24 Program Components 24

25 Automated Marketing Program 6 Month Commitment 500 telemarketed suspects with phone numbers, addresses and addresses. This list will be not be resold FOR 6 months. We will include your house prospect list. 6 direct mail campaigns with a choice of creative material such as: postcards, self-mailers and dimensional pieces with PURLS, calls to action, case studies and incentives (from MMI). 6 corresponding campaigns with electronic PURLS. Utilization of the Sales EDGE Portal. A unique, simple software application designed to track and organize your prospects. Automated lead routing from PURLs and e-marketing interaction to sales stakeholders. 25

26 Thank You Questions? 26

27 Direct Mail Sample 27

28 Direct Mail Sample 28

29 Direct Mail Sample 29

30 Sales Management Portal 30

31 Bi-weekly Nurturing 31

32 Personalized Microsites Custom built Flash banner on your PURLs. 32

33 Weekly Lead Update Report 33

34 Complete Results Analysis 34

35 Follow-up to DM Touch 35

36 Sales Edge Portal A valuable tool to help professionally manage prospect interactions 36

37 Sales Edge Portal A valuable tool to help professionally manage prospect interactions 37

38 Sales Edge Portal A valuable tool to help professionally manage prospect interactions 38

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