1 Managed Service Marketing Produce Deliver Design Measure Enterprise Marketing on an SMB Budget.
2 The Problem: Your Prospects are Shopping Without You They self educate and do whatever it takes to thin the herd before inviting the sellers to compete for the business. They don t want to deal with the dreaded sales person until they are sales ready. A few facts: Buyer Your prospects are Shopping Without You Seller The buyer doesn t bring the seller into the process until they re 85% of the way through their buying cycle When making cold calls, only 3-5% of the time does the caller speak to their intended contact 90% of the time, business to business calls go directly to voice mail and are never returned Less than 10% of buyers say they bought as the results of a cold call Of every 100 leads that are passed to sales, only 5 are ready to buy
3 The Process: The Steps to Best Practice Step1 Discovery and Marketing Plan Step2 Campaign Planning Step 3 Technology and Process Step 4 Build Marketing Programs Step 5 Launch Promotional Strategy Step 6 Analyze and Improve 1. Discovery meet the team, understand the current programs, research market trends, analyze historical performance, review infrastructure and processes, and learn what programs/content/events are already in motions and could be re-purposed 2. Build a marketing plan using historical numbers as a guide, reverse engineer from your sales goals to understand what volumes, budget and conversion points to target in order to reach goal, and what your investment amounts will be for the resources (internal and external) that you ll need to successfully execute. 3. Develop personas a deep dive into your target audience talk to your clients and best sales people to find key areas of competitive differentiation and key message points really understand what drives buying decisions and the buying process from the customer s point of view 4. Develop compelling brand and creative strategy this may be a new theme or tie into brand themes already in play telling the story creatively to cut through the noise and position as a thought leader. 5. Technology provisioning deploy required technologies marketing automation, crm, webcast platforms, etc. develop required configuration of features and integration between systems 6. Develop required reporting establish dashboard visibility for KPI s provision reporting visibility from multiple data sources 7. Marketing and sales operational processes and definitions define marketing and sales funnel definitions and document lead management processes establish service level agreements between sales and marketing 8. Develop, buy, or license content for all phases of the buying cycle videos, white papers, research, webinars, assessments, contests, case studies, etc. 9. Develop lead nurturing programs map out and develop the communications by persona, by stage with a call to action strategy architected to drive conversions 10. Develop a marketing calendar events, newsletters, research, social media with targeted lead, cost, and conversion goals 11. Build out database add contacts, clean data, purchase, lease, or append for greater reach in marketing 12. Build out media plan social, mobile, SEM, ad serving, sponsorship programs to drive required traffic, awareness, and lead generation volumes 13. Analyze and improve conduct on-going, critical analysis of performance to plan establish frequent discussions with sales for critical feedback increase investment and activity in areas of high ROI, decrease investment is poor performance areas Enterprise Marketing on an SMB Budget.
4 The Deliverable: OverQuota Managed Service 1. Design 2. Produce Discovery Workshop Current state Positioning Content & Messaging Mapping Buyer Persona Database Analysis Segment Geography Vertical Buyer Persona Thought leadership Videos Turnkey Production Subject Matter Expert Videos and Storyboarding Animated Videos 3. Deliver Content Library Explode Content 20+ Videos Transcription Web content Podcasts Infographic Demand Generation Campaign Deliverables Fixed Cost Services (Editorial Calendar) Quarterly Newsletters 12 Monthly Awareness Push 6 Turnkey Webinars Integrated Content Landing Page & Library 1 x 4 Buyer Persona Nurture Campaigns Variable Cost Services Additional Content SEO PPC (Pay Per Click) CPL (Cost Per Lead) Appointment Setting Ad-Retargeting (The above is a sample set of fixed cost deliverables. The ideal deliverables are determined in the design phase.) 4. Measure Fill Sales Pipeline Database Management Quarterly Assessment Quarterly Calendar Refresh Prospect Database Review
5 1. Design Deliverables Your Company Discovery Diagnostic Persona Development Campaign Theme Ideation Marketing Automation Launch / Integration Database Audit and Hygiene Media Planning
6 2. Produce Deliverables Video Shoot Company Solution Infographic Repurposed Content Thought Leadership Content Developed Database Segmentation Content Capture Exploding Content Landing Pages Campaign Preparation Infographic PowerPoint Press Releases enewsletters Webinars Brochures
7 3. Deliver Process Awareness Campaigns Webinars Fixed Cost Services Marketing Automation Software Campaign Management Integrated Content Landing Page & Library Quarterly Newsletters 12 Monthly Awareness Push 6 Turnkey Webinars Variable Cost Services Additional Content Development Search Engine Optimization PPC (Pay Per Click) Appointment Setting Buyer Persona Campaigns Blogging 1 x 4 Buyer Persona Nurture Campaigns Note: The fixed-costs services listed above are a sample of what the services might be. The actual deliverables are clients-specific and are determined in the Design Phase. SEO Activities PPC
9 Outsourcing Model: Skill Sets Required Client Program Manager Interface OverQuota Program Manager Positioning Messaging Branding Buyer Persona Web Development Management Landing Pages Microsites SEO, etc. Creative Graphics Design Videography, etc. Technology MA Software Hosting Database Management Content Creation Web Brochures One-sheets Newsletters Targeted Campaigns Nurture Blogging White Papers, etc.
10 The OverQuota Executive Team John Young Chief Executive Officer John has worked in the high tech industry in both sales and marketing capacities. His career reflects 25+ years of accomplishments in direct sales, channel sales, and marketing. He has sold everything from Xerox copiers to mainframes to enterprise software solutions to all sizes of companies. He has worked for companies such as Xerox, Unisys and Lotus, as well as several startups. He understands the challenges that small companies face and that a wellorchestrated marketing effort would have easily cut those sales cycles in half due to on-going education, branding and awareness. I founded OverQuota based on his experience that small to medium-size businesses do not have the capacity or funds to build a marketing team to be able to compete with much larger, more established companies who have marketing teams that possess all of the necessary skill sets to pull off effective revenue generation. Our service allows companies to take advantage of the necessary skill sets of a multi-person marketing team for less than the cost of a single marketer. My passion is helping smaller companies look and act as much larger ones and help them grow their business well beyond their aspirations. Todd Davison Virtual CMO For the last 20 years, Todd has been a successful entrepreneur, thought leader, and visionary in B2B Demand Generation Marketing. I started Demand Frontier with a mission to help senior leadership understand and harness the power of an effective demand generation engine. With all that is happening in digital marketing, I think it can be difficult for senior leadership to translate marketing investment into quantifiable return. I believe that effective demand generation can be a powerful catalyst for growth resulting in market leadership, attracting new customers, and providing valuable insights into what is happening in your marketplace. Before launching Demand Frontier, Todd was the co-founder and President of Bulldog Solutions, the Global Leader in Revenue Performance Management. He has been an innovator on the front lines of lead generation, virtual events, lead scoring, nurturing strategies, social media, marketing automation, content marketing, and revenue performance management for many of the top brands in B2B Enterprise. Heather Davison Chief Strategy Officer Heather enjoys helping B2B/B2C Marketing organizations transform themselves into Modern Marketers. Having spent the last decade on the front lines working with some of the best brands in the world, Heather brings a wealth of experience to our practice and the ability to create client success through a consultative approach focused on customer value. Heather helped start Bulldog Solutions serving as their Vice President of Strategic Accounts, where she was a significant contributor to their rapid growth and global position leveraging strategic relationships, services evolution, customer success and revenue generation. Matt Kemper Digital Marketing Director Matt has been building a reputation for bringing strong digital marketing results to SMB for the past 10 years. He has worked with a variety of B2B and B2C companies providing them with web hosting, website design, website development, Search Engine Marketing, Search Engine Optimization, PPC, Marketing and many more digital services. Joining OverQuota has been a remarkable adventure for Matt. He enjoys working both on corporate and client projects that bring results and value.
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