Accelerating Your Success Marketing as a Service (MaaS) Marketing assistance for partners SERVICES
Marketing as a Service (MaaS) Marketing assistance for partners As a fundamental business process, marketing supports your sales strategies, drives your communication, ensures business development and helps build stronger customer relationships. Whether you have a highly capable marketing department or have no marketing resource at all, MaaS has been designed to work for you to gain the best results for your business and further enhance your continuous marketing efforts. What is MaaS? Marketing as a Service (MaaS) is a comprehensive set of tools and resources to help create IT solutions, services, software and hardware opportunities for partners with new and existing customers. MaaS enhances channel marketing to sit alongside your existing strategy and plans. To do marketing well can be expensive, requiring investment in numerous tools and resources, not to mention the amount of time taken to set everything up. Many of our partners have limited marketing resources which are often stretched. Under Maas, Avnet has put together an extensive set of the very best tools and resources, proven to generate excellent results for partners. MaaS has been designed for a range of partners from those with no marketing resources who need to outsource the entire function, through to partners who would just like a little extra assistance. MaaS is supported by many of the leading IT vendors in Avnet s portfolio through marketing programmes and funding. MaaS aims to deliver: Reduced costs and resource Increased marketing coverage Improved pipeline.
Marketing as a Service (MaaS) Page 3 How does MaaS work? MaaS is designed to dramatically improve your marketing success through two tracks: MaaS Foundations getting the basics right The Foundations track is about creating the basic building blocks essential for great marketing. MaaS Foundations can assist you in determining an effective marketing strategy to underpin your marketing activities. It helps our partners to figure out: The right marketing direction for your business The right marketing skills and resources needed to execute your marketing objectives The right web strategy and structure for success with your customers. Foundations currently consists of two modules which will aid you in successfully marketing your business in a competitive landscape: Marketing Planning Workshop Website Optimisation. MaaS Elements getting great marketing results MaaS Elements complements MaaS Foundations by offering you an extensive set of tools and expert support to help execute your marketing activities in order to achieve your planned goals and objectives. Currently there are six modules to choose from: Data Gateway Campaign Proposition Builder Demand Generation, including Campaign as a Service (CaaS) and Web Leads Print Lead Nurturing Reference Builder.
MaaS Foundations Marketing Planning Workshops Marketing Planning Workshops are sessions designed to help you understand what you want to achieve and how you are going to achieve it. Avnet runs one-to-one workshops that can be easily requested through your Avnet Account Manager or online at www.ts.avnet.com/ uk/maas. Occasionally, Avnet also runs group workshops around basic marketing fundamentals. By working through your business capabilities, product and solution focus, resource availability, objectives and your target audiences, we will help you build a marketing strategy that will align to your company goals. This is a hands-on review where Avnet will show you the MaaS Elements and resources available to create effective marketing plans, and how these can be coordinated with your business plans to achieve greater marketing effectiveness. Your marketing plan is a roadmap to help you reach your business objectives. Having the right value propositions and go-to-market plan creates a compelling reason as to why customers should buy from you, and distinguishes you from the competition. Take the first step - fill in our online marketing planning form at: www.ts.avnet.com/uk/maas Where do I start? What do I want from my marketing? How do I stand out from the competition? How do I achieve my goals?
Website Optimisation Website Optimisation includes some of the latest methodologies to help you maximise and enhance your web presence through Avnet s SEO and content management strategies. Avnet deploys a number of techniques to optimise your website and ensure it is accurate, up-to-date and working hard for your business. Avnet does this by employing subject matter experts to ensure your site is structured efficiently, has the right content, and complements your business identity. Aspects include: Website health check SEO service Syndicated content feeds Bespoke content creation Website design. These days websites are not just a nice-to-have, they re what gives your organisation credibility and should underpin your marketing strategy. Having the correct information on your website is fundamental as all your ongoing marketing activity should be driving traffic to it. Increasing your website s effectiveness will increase your prospect to customer conversion rate. Why not get started and request our health check service? Are my customers finding what they are looking for? Do my customers know what we sell? Does my website have relevant, up-to-date information? How can I better promote my products and solutions?
MaaS Elements Data Gateway Campaign Proposition Builder The Data Gateway is provided by Avnet to enable utilisation of current and up-to-date end user data to help target the right prospects. The Data Gateway is accessed through Avnet s Campaign Manager and allows you to source and build a target list for your specific marketing activity. The data can be used for campaigns including telemarketing, email shots and hardcopy mail-outs. A good database of customers and prospects is a critical component in any successful marketing campaign. As the economic climate shifts rapidly, many contacts within companies are moving or leaving, making data management ever more difficult. Furthermore, the costs associated with maintaining high quality data can spiral quickly and unexpectedly. Avnet s Data Gateway provides you with fresh up-to-date data in which to find new customers and business. This is done in accordance to the Data Protection Act. Campaign Proposition Builder helps you go-to-market by building the right campaign messaging, to match your brand and business objectives. This service includes two sub elements to make sure you have the right proposition: Proposition sourcing Our experts can help you source and collate the right IT vendor material, whether it is key features, business benefits or details on how best to qualify your potential opportunity Proposition building Once you have the right information we then help you construct a campaign brief for your proposition including target markets, ideal job titles, key benefits and features, qualifying questions and an elevator pitch. Demand generation activities yield significantly greater results when you have the right proposition. Running marketing campaigns in this methodical way can significantly increase return on investment (ROI) when used as part of an integrated activity. By using this service in conjunction with other MaaS Elements you will have the complete approach to execute end-to-end multi-touch campaigns.
Marketing as a Service (MaaS) Page 7 Demand Generation This service helps you develop the right demand generation programme to go-to-market, ensuring it delivers a strong ROI. The Demand Generation element allows you to take full advantage of Avnet s marketing knowledge when fulfilling the tactical elements of your overall marketing strategy. It helps develop more opportunities and increases pipeline. From telemarketing consultancy, PR, advertising and business intelligence to event hosting / support and everything in between; Avnet will provide fully tailored demand generation planning and execution support on any aspect of your campaign. Avnet delivers it in three ways: Campaign as a Service Avnet will help you put together a tailored end-to-end marketing Demand Generation service from preparation to execution to support your sales objectives Opportunity Identification Service If it is just leads you re after, Avnet runs ongoing programmes where we identify solution or product aligned opportunities. Why not apply to receive opportunities? Web Leads This is a service that helps you identify visiting companies to your website. With these tools, you will see which companies are looking at your website and what pages they are viewing, allowing you to build an intelligent profile on all your potential prospects. Not only does it show where to focus your efforts, but it provides ROI evidence on the money invested in the marketing campaign. Don t let web traffic detail escape you. Where possible, Avnet will work with the relevant IT vendors on your behalf to apply for, secure and manage funding to support your demand generation activities. Moreover Avnet has carefully lined up a selection of proven UK agencies to give your demand generation programme the best possible chance of success. Any marketing activity is only as successful as the effort, planning and resources invested into it. Integrated, multi-touch marketing strategies significantly increase response rates and potential pipeline opportunities. It s all about fulfilment of strategic development and the need to show results to prove the validity of a campaign - Avnet provides a demand generation kitbag on how to achieve these objectives.
Page 8 Marketing as a Service (MaaS) Print Print anything from brochures to stationery with minimum hassle, great quality and competitive pricing through a simple print request portal. The print service is an online portal where you are able to quickly retrieve competitive pricing for bespoke printing requirements. The portal allows you to give your printing specifications, obtain instant quotes, save print specs for later use and place orders directly through the tool. With it, you will reduce your print spend and save money typically 10% to 20%. You also remove the need to spend time finding, vetting and managing printer relationships as this is all done for you. With access to an easy-to-use web based system for creating good print specs, you ll save yourself time whilst still ensuring quality and brand conformance. Multi-touch campaigns prove time and time again their effectiveness and increased probability of positive lead response. Direct mail remains a key part of this strategy, and in order to go-to-market quickly, it is vital that printing requirements are fulfilled fast, and in the most cost effective way. With the MaaS print service your requirements can be priced instantly and are usually turned around within a maximum of five working days.
Marketing as a Service (MaaS) Page 9 Lead Nurturing It is a means by which you can nurture your leads, ensuring that no opportunity is missed. As you execute your marketing activity, leads generated usually fall into two categories; those that are considered high priority / immediate opportunities and those that require more nurturing. Often, these lower grade opportunities are neglected and therefore potential revenue can be missed. However, with Lead Nurturing, these opportunities can now be fed into a system that will maintain the conversation through regular call-backs and progressed to a level where it can be passed back to you. Regular feedback can be provided as to the status of opportunities. Justifying spend on marketing is an ever present consideration for any marketing professional. Often, due to resource restrictions, not all opportunities generated from campaigns are properly nurtured. With Lead Nurturing implemented, opportunities are recycled without any additional resource required, therefore maximising the potential return on the original marketing investment.
Page 10 Marketing as a Service (MaaS) Reference Builder This service helps you put together customer references around past successes, in order to develop trust and credibility with new customers. Avnet will work with you to formulate the messaging, structure, wording, design and proof reading, to create a highly professional bespoke customer reference for your business. In addition Avnet will help raise the visibility of your customer reference with the relevant IT vendors to generate increased awareness of your success. Word of mouth, recommendations and proof of success are often some of the most powerful sales tools any company can wish for. If success has been achieved, it should be documented and a case study provides the perfect conduit for confirming the capabilities and professionalisms of a company. This enhances its reputation and justifies investment for future campaigns and product sales attacks. It provides evidence that an organisation is capable of completing certain projects, shows abilities above its competition and allows for feedback from the customer to be communicated.
Marketing as a Service (MaaS) Page 11 About Avnet s Marketing Expertise Partners often struggle to find time to monitor changes in the market and to keep up-to-date with the latest products and services from key vendors. The same issue applies to marketing. To combat this, Avnet has a team of 23 qualified and experienced IT marketing professionals, each with vendor and technology specialisms, who ensure that our partners have timely access to the most up-to-date market, technology, service and product information. Our marketing team also sources and works with some of the best agencies and tools available. Combined, we draw on our extensive knowledge and the strength of our relationships to provide our customers with sound marketing advice, easy-to-use marketing services and funding support to help them to create campaigns that deliver tangible opportunities and a solid return on investment. Ultimately, we help our customers to be more successful. Discover more information about the MaaS programme at: www.ts.avnet.com/uk/maas.html For more information about any of the offerings in the MaaS programme please contact: maas@avnet.com
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