Marketing Strategies !Go-to-Market Plans!

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Market! Use Case! Diffferentiation!

The market segment most

aligned with your offering!

Market Landscape! A Specific Use

Case! Differentiation!

The specific use case you solve!

Your unique differentiation!

100%>>!

Establish the focus and

direction for the target market, the specific use case,

unique differentiation, value drivers,

product direction, messaging,

demand generation and

sales enablement!

1! 2! 3! 4!

Value Drivers!

Marketing Strategies – Focus & Direction!

Value Drivers!

Economic impact for each persona!

Content Plan!

Internal !Resources!

External !Resources!

Differentiators!

!!

Unique!

Value Drivers!

!!

Strategic!

Operational!

Operational 2!

Stratgeic 2!

Maket Category!

Use Case!

Unique Selling Proposition!

Use Case 2!

Use Case 3! Use Case 4!

Personas!Customer Buying

Process!Journey Boards!

Unique!

Unique!

Marketing Strategies – GTM Fundamentals!

Marketing Strategies - Core Focus!

BI & Analytics!

•  Reporting!•  Dashboards!•  Ad hoc/Query!•  MSFT Integration!•  Mobile BI!

•  BI Infrastrucutre & Admin!•  Metadata Management!•  Business User Data

Mashup & Modeling!

•  Interactive Visualization!•  Search Based Discovery!•  Geospace & Location!•  Embedded Adv Analytics!•  OLAP!

•  Development Tools!•  Embedded Analytics!•  Collaboration!•  Support for Big Data Sources!

Differentiation!

Unique!

Several competitors have addressed a challenge with different approaches and the merits of each approach can be debated.!

An organization’s partner ecosystem provides the differentiation by building out a complete

solution.!

The thing or things that the solution does that no other solution does.!

Marketing Strategies – Types of Differentiation!

Marketing Strategies – Pricing Models!

Price Per Concurrent

User!Price Per

Named User!

Price Per Processor!

Utility Based!

Open Source!As a Tax!

Pricing!Models!

Price is directly correlated to the number of processors used.!

Open Source is free software. Companies can make money by charging money for

customization and support services.!

Pricing is based on named users.!

Transaction or utility based pricing attempts to align product pricing with the business value that the customer gains as a result of the software.!

Pricing is based on units of consumption.!

Pricing is based on the number of concurrent users.!

Marketing Strategies - Demand Creation Plan!

•  Targeted Database!•  Behavioral Scoring!•  Segmentation & Nurturing!

G9K, SMB, OEM!

•  Evangelism!•  Account Intelligence!•  OPCIO Relationships!

Top 10, Named Accounts!

New Business! Increase SOW!

Rip & Replacement: !!

§  Brokerage Firms!

§  Insurance!

Green Field:!

§  Business banking: SMB, cash management, retirement/treasury!

§  Investments management: wealth management, prime brokerage, asset management!

§  Transaction services: merchant services, commercial cards, other wholesale services!

OBJECTIVE!

STRATEGY!

MARKET SEGMENTS!

License Revenue $XXM FY’XX!

Marketing Strategies - Beach Head!

Utilities! Government! Telco! Oil & Gas!

Retail! Pharmaceuticals! Transportation!

Technology! Healthcare!

Financial Services!

Marketing Strategies – Strategic Value Message!

Negative Impact! Poof Points!Current Scenario!

Positive Outcomes! Probing Questions!Future State!

•  Identify 3-5 specifics about the current scenario (use case) that have significant negative impact or upside!

•  Create estimates of what the negative impact to revenue, expenses, profitability, productivity and customer satisfaction!

•  Provide proof points via customer anecdotes, customer success stories, benchmarks surveys or analyst estimates of the economic value that the solution provides to customers!

•  Document the future state (after your solution has been implemented) which should include improvements to systems, process and or people!

•  Identify a set of questions that expose weaknesses in the current state, highlight the negative financial impact to the business today and lead a customer to understand if the proof points resonate and will cause action!

•  Document actuals of what the positive impact to revenue, expenses, profitability, productivity and customer satisfaction!

Retailers are rapidly embracing the value of data and analytics as key facilitators to better understand customer profiles and preferences, and potentially predict future customer purchases dramatically enhance their connection to consumers. !

§  Questions that are on topic but would require the unique differentiators to be relevant!

§  Questions that are on topic and would require the value driver to be relevant!

§  Questions that are on topic and would uncover a negative economic impact in the current scenario!

§  Questions that are on topic and explore whether positive outcomes are aligned with business or functional objectives!

Marketing Strategies – Customer Conversations!

Retailers can gain real-time visibility into their retail operations from anywhere at any time, as well as provide a single view of a customer across channels.!

§  Questions that are on topic but would require the unique differentiators to be relevant!

§  Questions that are on topic and would require the value driver to be relevant!

§  Questions that are on topic and would uncover a negative economic impact in the current scenario!

§  Questions that are on topic and explore whether positive outcomes are aligned with business or functional objectives!

Advances in technology and in capturing and analyzing data are helping companies drive growth, streamline operations, and engage better with consumers.!

§  Questions that are on topic but would require the unique differentiators to be relevant!

§  Questions that are on topic and would require the value driver to be relevant!

§  Questions that are on topic and would uncover a negative economic impact in the current scenario!

§  Questions that are on topic and explore whether positive outcomes are aligned with business or functional objectives!

Market Trends in Retail! Probing Questions!

Marketing Strategies – Target Account Profile!Target Account Profile (TAP)

•  Is the opportunity in the target market?

•  Is the opportunity in the targeted vertical?

•  Is the opportunity in a geography that your organization currently supports?

•  Does the business initiative for the organization or function align to the use case?

•  Does the opportunity match requirements for company size (employees, revenue, assets)?

•  Is the current management or mismanagement resulting in a significant negative economic impact to the co?

•  Are the unique differentiators relevant?

•  Do the value drivers resonate?

•  Is there access to the executive level and the rest of the team that will make the purchase decision?

•  Is there an RFP out in the market?

•  Are there pre-existing relationships between your org’s executives and executives at the customer?

•  Is there a current solution to the problem (in-house, competitor)?

•  What is the timeframe for impact to the business problem?

•  Is there an existing budget assigned to this project?

•  Are there functional gaps in the solution that your organization will offer?

•  Is XYZ Software or ABC hardware installed at the customer?

•  Has the CXX recently joined the company?

•  Does the last earnings call reveal anything that aligns with your value drivers?

CHASE!§  Database development!§  Account Intelligence!§  Digital assets !§  Social media !§  Sales calls!§  Incubation!§  Interactive email!§  Appointment setting!

CAUGHT!§  Website tracking!§  Reverse look-up!§  Digital assets!§  Incubation!§  Interactive email!§  Account intelligence!

COME!§  Social media!§  Content!§  Endorsements!§  Credentialism!§  Birds of a feather!§  Starburst!

CO-CREATE!§  Partner Marketing!§  Influencers!§  Analysts!§  Peers!§  Authors!§  Academia!§  Thought Leaders!

Demand Creation Strategy!

Marketing Strategies - Demand Creation!

Marketing Strategies – Quantitative Plan!

Responses!

2,235!

2,400!

4,950!

MQLs!

498!

480!

480!

SQLs!

125!

120!

263!

SMB $ 1.3 M!25 @ $ 50K!

F2000 $ 7M!20 @ $ 350K!

OEM $5M!50 @ $ 100K!

Database!•  Verticals!•  Companies!•  Contact info!•  Clean!•  Customers!•  Prospects!

Other People’s Relationships!•  Analysts!•  Influencers!•  Authors!•  Academia!•  World Known!

Integrated Programs!•  Vertical analysts!•  Webcasts!•  Social media!•  Content!•  Engagement!•  Speaking Opp’s!

Scoring , Nurturing, Reverse look-up, Analytics, Metrics!

North !America!

$ 13M!Closed!

Won!

Marketing Strategies – User Flows!

Downloads!Community!

Industry!

References!Support!

Thought!Leadershio! Collateral!

Solutions!

Collateral!Pipeline!

Demos!

Customers!Case!Studeis!

Solution!Config!

ROI!Calc!

Sales & !Marketing!

What‘s New!Community!

My Account!

Thought Leadership!

My Projects!

Support! Training!

Loyalty!

Sub!Category!

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Category!

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Main !Category!

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Sub!Category!

Sub!Category!

Sub!Category!

Main!Category!

Prospect

Customer

Partners

Sub!Category!

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Main!Category!

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Main!Category!

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Main!Category!

SME’s! Exec’s!

Prod!Mgmnt!

PR!

Prod!Mktg!

Social!

Customers! Influencers!

Dem

and Gen!So

cial

Med

ia!

Content!

Task

s!

Marketing Strategies - Content Marketing!

Qualification And

Scoring

Nurture Strategy

Lead Processing, Routing, Escalation and Reporting

Terminology Roles

Responsibilities

Test & Train

•  Scoring Model •  Lead Routing •  Lead Escalation

•  DB Build, Cleanse, Appendage •  Metrics, Dashboards •  KPIs

•  Terminology & Definitions •  Sales Stages and Requirements •  Roles & Responsibilities

•  TAP •  Quaification

Matrix •  Starbursting

•  Personas •  Journey Board •  Buyer Behavior

Model •  Content Inventory

•  Strategy •  Nurture Paths •  Nurture Emails •  Nurture Scripts •  Calendar

Demand Management

System

•  Lead Flow Diagram

•  10 Touch Model

•  Test Model •  Refine Model •  Call Guide •  Training Materials

Marketing Strategies – Demand Follow-up

Marketing Strategies – Star Bursting!

Respondent! Starburst! Target!

Marketing Strategies – Lead Nurture!

Demand Creation!

Lead Generation! Lead Qualification! Lead Nurturing! Lead Management!

“Need/pain recognition”! “Solution introduction”!“Bridge from trusted source”!

Custom Paths!

Web!

Email!

Events!

Campaigns!

Social Media!

Demand Management! Sales!

Scoring! Star Bursting!

Sales Engagement!

Ready!Willing!Able!

Marketing Strategies - Scoring Model!

D4!

D3!

D2!

D1!

C3!

B4!

High Propensity to Purchase!

Ideal Target!

B3! A3!

C2! B2!

C1! B1! A1! Sales Ready!

Nurture!

Starburst!

C4! A4!

A2!

Marketing Strategies !Go-to-Market Plans!

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