Attract & Engage – The Top of the Funnel

Doing More with Less (subtitled: doing something for nothing)

●Jeff Julian●Global Search Marketing Manager

Sun Proprietary/Confidential: Internal Use Only

What Does “Less” Mean1. Less Budget $

• Limited vehicles, limited creative, limited scope

• Can't afford to compete with similar offerings

2. Less Time

• Message has to resonate fast & stand out

• Messages have to hit close together

3. Less Margin for Error

• One shot, no adjustments.

Sun Proprietary/Confidential: Internal Use Only

Pick One Thing

Sun Proprietary/Confidential: Internal Use Only

Can You Move the Needle?1. Make an Impact

• Chose a key market for your company and/or customers

• Chose something interesting

2. Measurable & Repeatable

• Define your measurement tools

• Define the lead process (if there is one)

3. Close the Loop

• Make it easy for the customer to engage

• Make it cost effective for follow up

Sun Proprietary/Confidential: Internal Use Only

Make the Big Play – NYTimes

Sun Proprietary/Confidential: Internal Use Only

Support – Search, Email, Blogs...

Sun Proprietary/Confidential: Internal Use Only

Build off of the Message

Sun Proprietary/Confidential: Internal Use Only

Close the Loop

Sun Proprietary/Confidential: Internal Use Only

Measure the Impact

Sun Proprietary/Confidential: Internal Use Only

Measure the Follow Through

Sun Proprietary/Confidential: Internal Use Only

Define your Success1. Did you make an impact?

• Yes, awareness for Sun Cloud Computing went up relative to our

competitors as seen in Google Search Trends.

2. Is the impact measurable and repeatable?

• Yes, over 4,000 leads collected over the length of the campaign and are

now in the sales funnel.

3. Is there follow up?

• Yes, telemarketing and triggered emails will follow to move the customers

along the buying cycle.

Attract & Engage – The Top of the Funnel

Doing More with Less (subtitled: doing something for nothing)

●Jeff Julian●Global Search Marketing Manager