Marketing Team. Marketing trends: LinkedIn The Cold Call is Dead B2B purchases are influenced by...

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Marketing trends: LinkedIn

The Cold Call is Dead

B2B purchases are influenced by social media (1)

Of buying decisions are made before sales rep is involved (2)

Of cold calls do not work (3)

Of marketers report their social media activities help them gain

awarenes (4)

Of marketers see leads generation benefits when they

spend six hours a week on social media . (4)

Of marketers find increased market intelligence when they

spend six hours a week on social media. (4)

Social Media is a Critical Tool for lead generation & Qualification

How have today’s Enterprise buyers evolved?

# Country Users Penetration Latam1 United States 111.541.003 35.19%2 India 29.204.302 2.30%3 Brazil 19.675.256 9.79% x8 Mexico 6.863.916 5.86% x

13 Argentina 4.161.843 10.13% x14 Colombia 3.917.641 8.21% x20 Chile 2.780.185 15.92% x62 Costa Rica 498.958 10.38% x63 Tunisia 489.012 4.54%64 Dominican Republic 447.628 4.36% x65 Bulgaria 421.419 5.79%66 Puerto Rico 420.959 11.41% x67 Guatemala 415.746 2.66% x68 Uruguay 415.154 12.23% x75 Panama 329.250 8.66% x

Microsoft Campaigns

Scenarios

Reimagining The Enterprise (BDM & Industry)

PlatformTransform The

Datacenter

InsightUnlock Insights from Any Data

SocialProductivit

yMobility

Compete, Industry, Services, Partner, BDM

Data

cen

ter

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Colla

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Pers

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Man

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evic

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Ap

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Infr

ast

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Mod

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CityNext

Mobile Productivity

Sales Productivity

Mod

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Big

Data

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An

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Bu

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Enterprise Campaigns in a BoxMicrosoft Campaigns and Supported Customer Scenarios

Core Campaigns

Cross-product customer scenarios presenting solutions to customer pain points

All-up campaign articulating an end-to-end value proposition to customers

Nov Jan Feb

Scenarios

Core Presentation Deck

Enterprise Campaigns in a BoxSupported Through Partner Bill of Materials

Core Campaigns

Cross-product customer scenarios presenting solutions to customer pain points

All-up campaign articulating an end-to-end value proposition to customers

Email Templates

Scenario Presentation Deck

Through Partner Direct Proposal

Through Partner Telescripts

Through Partner Bill of Materials per Scenario

Enterprise Social: Work Like A NetworkTarget Audience

Business Decision Makers (BDMs), including CEOs, CMOs, and HR Leads

Suggested Execution Guidance – Events & Post-event follow-up• Web Banners• Search Engine Marketing• Social Engagement

Digital

• Email • Direct Mail Direct Mail

• Partner-led in-house events• Third Party Associations• Digital event series• BDM roundtables• Invite customer as guest speaker

Events

• Combine Direct Proposal with Partner offer

• Offers should be exclusive, most successful proposals include a competitive financial incentive

Direct Proposals

• Post Direct Proposal Telemarketing Followup

• Post-Event Telemarketing Followup

Telemarketing

• Invite to upcoming events• Invite to Microsoft CIE• Subscribe to Newsletter• Follow on Twitter

Nurture (OO)

1

2

3

4

5

Direct mail to prospects and existing opportunities to drive event registration

Event Content delivered at different types of events

Send Proposal to customer post-event

Post Direct Proposal Telemarketing Followup

Path Customer Action Customer Journey Activity

• Registered, Didn’t attend Telemarketing Followup

• Invited, Didn’t Register Teleprospecting call, investigate if the event was appropriate to their current business challenges

• Sent Proposal, Didn’t respond Teleprospecting call, investigate if the proposal was appropriate to their current business challenges

1 Digital Demand generation to Partner Site

Campaign DescriptionThe Enterprise Social space is both hot and fragmented. Over the next 12-18 months, most Enterprises will define their strategy for Enterprise-Social solutions, whether focused more broadly on team collaboration, or more specific to areas such as accelerating innovation, engaging employees, etc. Microsoft and their partners have a tremendous opportunity to partner together and drive thought leadership in this space by selling the vision and value of working like a network to BDMs and triggering a transition to the Microsoft Cloud and O365. Microsoft’s vision for Enterprise Social are driven by a cross-product roadmap that includes Yammer, O365, SharePoint Online, Dynamics CRM and Lync/Skype.

This campaign will help partners:- Position themselves as a thought leader in the Enterprise Social

space- Drive Customers to the Microsoft Cloud with O365- Win against Google and other competitorsCampaign Architecture

Social

Social Collaboration

Connected Workforce

Social Sales

Product AlignmentYammerLync, Office 365, Dynamics CRM, Sharepoint, Skype

Productivity: Modern productivity experiencesTarget Audience

Business Decision Makers (BDMs), including CEOs, VP of Sales, CFOs and HR Leads

Suggested Execution Guidance – Digital Event & Post-event follow-up• Web Banners• Search Engine Marketing• Social Engagement

Digital

• Email • 3rd party association email Direct Mail

• Third Party Associations• Digital event series• Invite customer as guest

speaker

Digital Event Series

• Invite attendees to an exclusive partner-led CIE

Partner-Led CIE



Telemarketing

• Invite to upcoming events• Invite to Microsoft CIE• Subscribe to Newsletter• Follow on Twitter

Nurture (OO)

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2

3

4

5



Invite customer to Partner-led CIE




• Invited, Didn’t Respond Teleprospecting call, investigate if the event was appropriate to their current business challenges

• Sent Proposal, Didn’t respond Teleprospecting call, investigate if the proposal was appropriate to their current business challenges


Campaign DescriptionThe paradigm for Productivity is shifting. From being delivered via on premises servers to the cloud. End points are changing from primarily a PC to a wide variety of devices and form factors. BDMs and End users are becoming much more influential in the buying process. The Productivity campaign will help Microsoft and their partners showcase the best Productivity solution for companies and individuals to succeed in this hyper digital and fully connected world. Together we will achieve this by telling stories around key scenarios that will target specific Technology and Business audiences.

This campaign will help partners:- Engage with business decision makers with customer-centric

scenarios- Seize the mobile opportunity - Drive Customers to the Microsoft Cloud with O365- Win against Google and other competitors

Campaign Architecture

Productivity

Mobile Productivity

Personalized Insights

Social Collaboration

Sales Productivity

ITDM & BDM

CFO

HR

VP of Sales

Product AlignmentYammer, Office 365, Dynamics CRM, Lync, Sharepoint, Skype

Mobility: Real-time, Anywhere AccessTarget AudienceBusiness Decision Makers including VP of Sales and CMOs& IT Decision Makers


Digital


• Partner-led in-house events• Third Party Associations• Digital event series• BDM roundtables• Invite customer as guest

speaker

Events

• Invite customers interested in LOB apps to attend Siena App Clinic

Siena App Clinic



Direct Proposal



Telemarketing

1

2

3

4



Invite customer to Siena App Clinic


• If BDM contact Send Direct Proposal to customer with appropriate call-to-action/offer


Campaign DescriptionIn today’s mobile first; cloud first world winning in devices & mobility is paramount for Microsoft and its partners. By 2017, the worldwide device market will grow to 5B devices; with smartphones and tablets growing at the fastest pace – 28% and 30% respectively (IDC).

The Enterprise Mobility campaign will focus on driving two specific priorities:1. Growing share of Surface, Nokia and 3rd party Windows devices used in by

commercial customers in mobility scenarios 2. Monetizing on Microsoft services across all mobile devices used by commercial

customers


Mobility

Mobile Productivity

Line of Business Apps

Business Ready Devices

Sales Productivity

Enterprise Mobility Management

ITDM & BDM

ITDM & BDM

ITDM & BDM

VP of Sales

ITDM

Product AlignmentWindowsMicrosoft Azure, Dynamics, Visual Studio, Surface, Windows Phone, 3P Hardware, Windows Intune, System Center


Send customers Direct Proposal with appropriate offer

5

Platform: Innovation in the datacenter & in the cloudTarget AudienceIT Decision Makers


Digital



Events

• Invite customers to an Immersion event to accelerate opportunities Immersion



Direct Proposal



Telemarketing

1

2

3

4

5



Invite customers to an exclusive Immersion event






Campaign DescriptionThe power of cloud brings both opportunities and challenges to the enterprise. To take on the challenges of big data and mobility, customers need the right platform. Customers need a platform that will support the technology that every department, every function needs to stay productive and help your business compete. Customers need a platform that can help you meet the wave of demands for new applications, new services, and additional capacity that have to be handled right now.

This campaign will help partners:- Position themselves as a trusted advisor offering innovation in the

on-premises datacenter with Microsoft- Drive demand for hybrid solutions, Azure and Office 365- Win against Amazon Web Services, VMWare and other competitors


Platform

Datacenter Cloud Extension (Oct 27)

Infrastructure Modernization

Product AlignmentMicrosoft Azure, StorSimple, System Center, Windows Server

Send customers Direct Proposal with appropriate offer

Insight: Faster business insights on any dataTarget AudienceIT Decision Makers & BDMs


Digital



Events

• Microsoft invites customers to an Immersion event to accelerate opportunities

Data Insights Immersion

• BI Quickstart Program – 1-5 day structured engagement delivered by partners that helps showcase the capabilities of Microsoft BI to customers using their own data.

BI CIE

• Post-Event Telemarketing FollowupTelemarketing

1

2

3

4

5




Partner leads Telemarketing Followup





Campaign DescriptionThe power of cloud brings both opportunities and challenges to the enterprise. To take on the challenges of big data and mobility, customers need the right platform. Customers need a platform that will support the technology that every department, every function needs to stay productive and help your business compete. Customers need a platform that can help you meet the wave of demands for new applications, new services, and additional capacity that have to be handled right now.

This campaign will help partners:- Position themselves as enterprise-grade data solution providers- Drive demand for BI and modern data warehousing solutions- Win against Oracle, SAP and other competitors


Insight

Big Data & Business Analytics

Business Analytics for Business Leaders

Mission Critical

Product AlignmentMicrosoft Azure HDInsight, Power BI for Office 365, SQL Server, SQL Server Premium, Microsoft Azure DB

Partners invite DII attendees to BI Quickstart program (with PCMM/PSE)

Reimagining the EnterpriseTarget Audience

IT & Business Decision Makers


Digital



Reimagining the Enterprise Summits

• Select partners supporting the Reimagining the Enterprise Summits to host interested BDMs at a partner-led CIE

Partner-led CIE





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3

4

5









Campaign DescriptionThe Reimagining The Enterprise campaign is the ‘One Microsoft’ demand generation campaign that establishes Microsoft as the end-to-end vendor of choice in the Enterprise in a mobile-first and cloud-first world. Through compelling customer-centric stories with partners, we demonstrate our ability to accelerate business agility with comprehensive and connected technologies, providing the building blocks for the right solution for each of our customers. Together, we engage customers with thought leadership on technology trends and topics our key audiences care about.

This campaign will help partners:- Position themselves as a trusted advisor offering innovation in the

on-premises datacenter with Microsoft- Drive demand for hybrid solutions, Azure and Office 365- Win against Amazon Web Services, VMWare and other competitors


Product AlignmentAll Enterprise products, solutions, and services

Reimagining the Enterprise

Pla

tform

Insi

gh

t

Soci

al

Pro

du

ctiv

ity

Mob

ility

Send customers Direct Proposal with appropriate offer & BDM messaging

CityNext: Can you imagine what’s next for your city?Target AudienceIT & Business Decision Makers


Digital


• Third Party Associations specifically City Leader associations

Third Party City Leader Events

• Invite customers to CityNext Conference

• Host exclusive City BDM Roundtables with Microsoft

Microsoft CityNext Conference





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2

3

4

5


CityNext Event Content delivered at third party events







Campaign DescriptionFor the first time in history, more than 50 percent of the world’s population lives in urban areas, and by 2050 nearly 70 percent of the global population will live in cities. Cities are gathering places for higher education, they drive advances in public safety and healthcare, and the modernization of public services. Cities are the engines of new ideas and businesses that will drive technology adoption and breakthroughs in the future.

This campaign will help partners:- Be uniquely positioned to provide a people-first “citizen-centric”

approach to smart city technology—helping cities to modernize—and provide citizens with a safer, healthier place to live and access to high-quality education.

- Engage with BDMs in public sector organizations e.g. Mayors, City CTOs, City Managers

- Win against IBM, CISCO and other competitors in this space.


Product AlignmentAll Enterprise products, solutions, and services

Send customers Direct Proposal with appropriate offer & BDM messaging

CityNext

Healthier Cities

Safer Cities

Modern Cities

Educated Cities

January February March

CTM – Q3 Execution Summary

LNMWebinar

LNM Comms

CIBTransform your

Data CenterFeb 3rd

Azure Consumption scenarios // Unsolicited proposals

Google Compete

To Partner - Delinquent TuP

Mobility – Windows Tablets TCO

WIWebina

rs

Productivity & Social

Co Branded – Coop.

Transform your Data Center

Feb 3rd

AzureWS 2003

EOS

Azure Storage/Disaster recover

y

Azure Test&De

v

Azure Infra Est.

Extension

Azure Web Sites

SMB – Q3 Execution Summary

Prioridades en FY15

One Enterprise

Plataforma en la nube• Posicionar Azure

como la mejor opción para migrar la infraestructura hacia la nube.

• Potenciar el crecimiento de Hyper-V, System Center & Dynamics.

Manejo de datos• Lograr el crecimiento

de SQL Server 2014 a través de DPOS (Power BI).

• Migrar versiones antiguas de SQL Server a la edición 2014.

Clientes& Partners

Dispositivos & movilidad• Vender dispositivos

con Windows 8, Windows Phone y Apps.

• Ejecutar pruebas de concepto (POCs) en mobility.

• Aprovechar dispositivos para hacer seeding.

Productividad en la nube & la empresa social• Mantener O365,

Yammer & CRM Online como lideres de productividad en la nube.

• Posicionar conferencias y voice a través de Lync & Skype.

Seguir nuestra transformación hacia una empresa de movilidad y servicios en la nube a través de los siguientes pilares…

Tres enfoques estratégicos

Poner más enfoque en el consumo• Nuestros productos por suscripción (principalmente Office 365 y Microsoft

Azure) tengan un uso adecuado y frecuente luego de la compra para asegurar la susceptibilidad del cliente para adquirir versiones futuras/premium del producto.

Llegar a más decisores de negocio• Mantener a decisores de negocio (gerentes financieros, mercadeo, etc) es

importante para asegurar que la solución adquirida tenga permeabilidad en la empresa y también para ayudar a influenciar al decisor técnico a la hora de comprar.

Ofrecer soluciones de producto más completas• Se debe de ofrecer al cliente no solamente un producto, si no una solución

completa a sus necesidades. Esta es la clave para que el cliente se sienta entendido.

1

2

3

Eventos regionales & locales

Q3 Q4

Enero Febrero Marzo Abril Mayo Junio

InsightsEl dividendo de la

data

Platform Windows Server

2003 Fin de Soporte

Sales Productivity (enfoque tecnico)

Sales Productivity(enfoque de

negocio)

Productivity & Social (Dynamics)

WebcastsProducto

PlatformEscenarios de

consumo de Azure

Platform Transforme su

centro de datos

PlatformEscenarios de

consumo de Azure

MobilityTCO de las tabletas

Windows

Webcast soluciones

Eventos

Desayuno con CFOs

Evento de la Nube

Email LNM

Google Compete

Escenarios de consumo de Asure

CIE

RR

E D

E A

ÑO

FIS

CA

L

CIEs para acelerar el consumo (oportunidades al 60%)

Luis Monteros

Ingrid

Recursos para generar demanda

Windows Server

Office 365

Windows XP upgrade

Azure

System Center

PR

OD

. ES

TR

ATEG

ICO

SS

OLU

CIO

NES

SQL and Business Insights

Sales ProductivityOffice 365 + CRM

CityNext

Unsolicited

Proposals,

Email, Telemkt

g

Eventos,

Webcasts,

CIEs, Demos

Oferta de Adopción

Mobility POC

Discount on SQL

Unsolicited

Proposals,

Telemktg, Email

Eventos,

Webcasts,

CIEs, Demos

Compete

Legacy

Esquemas de

licenciamiento y

bundles que

integran nuestro

offering de cloud

Recursos

aquí

Recursos

aquí

Recursos

aquí

Recursos

aquí

Recursos aquíRecursos

aquí

0% 100%

https://readytogo.microsoft.com/es-la/_layouts/RTG/CampaignViewer.aspx?CampaignUrl=https://readytogo.microsoft.com/es-la/Campaign/Paginas/Fin%20de%20Soporte%20de%20Windows%20Server%202003.aspx



https://readytogo.microsoft.com/es-la/_layouts/RTG/CampaignViewer.aspx?CampaignUrl=https://readytogo.microsoft.com/es-la/Campaign/Paginas/O365-Nube.aspx



https://readytogo.microsoft.com/es-la/_layouts/RTG/CampaignViewer.aspx?CampaignUrl=https://readytogo.microsoft.com/es-la/Campaign/Paginas/endofsupport.aspx



https://readytogo.microsoft.com/es-la/_layouts/RTG/CampaignViewer.aspx?CampaignUrl=https://readytogo.microsoft.com/es-la/Campaign/Paginas/fy15-el-poder-de-los-datos.aspx



https://readytogo.microsoft.com/es-la/_layouts/RTG/CampaignViewer.aspx?CampaignUrl=https://readytogo.microsoft.com/es-la/Campaign/Paginas/FY15%20Productividad.aspx

https://readytogo.microsoft.com/es-la/_layouts/RTG/CampaignViewer.aspx?CampaignUrl=https://readytogo.microsoft.com/es-la/Campaign/Paginas/FY15%20Productividad.aspx

https://mspartner.microsoft.com/es/cr/Pages/Solutions/citynext.aspx



Webcasts

Haga que su cliente tome ventaja de la temática que se incluirá en el webcast, y continúe acelerando estas oportunidades.

Preguntas para el cliente

Platform(antiguo Cloud

OS)

Insights(antiguo Cloud

OS)

Social(antiguo Enterprise

Social)

Productivity(antiguo Your Complete

Office in the Cloud)

Mobility(antiguo Flexible

Workstyle)

• Microsoft Azure• Microsoft Visual Studio

2013• Windows Server 2012 R2• Hyper-V

• SQL Server 2014• Microsoft Dynamics• DPOS (antiguo Power BI)• Microsoft Excel

• Microsoft Yammer• SharePoint• Microsoft Lync• Dynamics Social Listening

• Microsoft Office 365• Microsoft Outlook +

Exchange• Microsoft Lync• Microsoft SharePoint

• Microsoft Windows• Windows Phone• Windows Devices

• Como se adapta la nube a mi infraestructura de servidores?

• Como crear y migrar apps de manera facil?

• Como agilizar el manejo de datos en mi empresa?

• Como darle a mis empleados herramientas robustas de analisis de datos?

• Como lograr que mis empleados colaboren de manera mas efectiva?

• Como tomar decisiones de negocio en tiempo real basado en el input de los clientes?

• Como mantener la productividad de mis colaboradores?

• Como se adapta la nube a las necesidades de mi negocio?

• Como manejar los dispositivos de mis empleados de manera mas segura?

• Como unificar el trabajo y la vida personal en un solo dispositivo?

Generar experiencias en el cliente que sean envolventes, recorriendo todos los roles y todas las necesidades de una empresa.

Calls to action

Sincronicemos sus planes de mercadeo con los nuestros, así se aprovechan al máximo las herramientas que hay disponibles para acelerar sus negocios.

Aproveche las herramientas de mercadeo que hemos puesto a su disposición para estrechar su relación con los clientes y hacer mejores negocios.

Trabaje con el equipo local de marketing para asegurar que las acciones de Microsoft están potenciando el crecimiento de su negocio.

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© 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

Marketing Team. Marketing trends: LinkedIn The Cold Call is Dead B2B purchases are influenced by...

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Transcript of Marketing Team. Marketing trends: LinkedIn The Cold Call is Dead B2B purchases are influenced by...