Copyright © Bruce Ian Rasmussen, 2006
A proven process to generate prospects for Microsoft solutions
Copyright © Bruce Ian Rasmussen, 2006
Objectives
• how to generate prospects ready for hand over to the sales team
• leverage Microsoft’s marketing activities and resources
• practical localised advice• 2007 Office system
Copyright © Bruce Ian Rasmussen, 2006
Agenda
• process• planning a campaign• executing a campaign• practical advice
– events– telephone follow up– presentations– direct mail– involving Microsoft
• take home
Copyright © Bruce Ian Rasmussen, 2006
An integrated marketing and sales process
Copyright © Bruce Ian Rasmussen, 2006
Marketing and sales process
Which individuals?
Which job roles?
Which industries?
Suffering from Points of Pain we can address
Target list of individuals
Promote to and attract individuals
Ready to meet 1-1
Meeting booked
Meet prospect
Confirm buying influence
Confirm Point of Pain
Confirm influencers
Prospect agrees to take action
Understand business and personal wins
All buying influencers
Decision Maker agrees to Roadmap
Decision Maker agrees to Roadmap
Undertake Roadmap
All Buying Influencers on side
Agree solution
Demonstrate business value
Solution agreed; Influencers on side; Value/ROI agreed
Review draft proposal
Address buyer concerns
Verbal order
Written order
Written order received
Deploy
Activate
Payment received
Review success measures
Success measures achieved
PLANPLAN ATTRACTATTRACT ENGAGEENGAGE QUALIFYQUALIFY SOLVESOLVE CLOSECLOSE SERVICESERVICE LEVERAGELEVERAGE
Document reference site
Cross sell
Up sell
Documented reference site
Copyright © Bruce Ian Rasmussen, 2006
Planning
Copyright © Bruce Ian Rasmussen, 2006
Key planning questions
• what do we want to achieve?– additional $ margin
• how will we achieve this?– what value offering?– which target markets?– process to attract prospects– process to close prospects
Copyright © Bruce Ian Rasmussen, 2006
Developing a value proposition
• what is a value proposition?– simple– advantages over costs– better than others
• why have a value proposition?– don’t sell products– consistency and clarity
VALUE PROPOSITION TEMPLATEVALUE PROPOSITION TEMPLATE
FOR (target customer)WHO (has a problem or
opportunity)THE (solution)PROVIDES (type of
solution)THAT (key benefits)UNLIKE (main
alternatives)BECAUSE (statement of
differentiation)
Copyright © Bruce Ian Rasmussen, 2006
Sample value proposition
FOR Finance ManagersWHO are struggling to improve the speed
of financial reportingTHE 2007 Office system solution delivered
by Partner X
PROVIDES a cross company data gathering and reporting solution
THAT reduces the time taken to produce monthly reports by up to 25%
UNLIKE an open source solutionBECAUSE of our ability ability to launch business process and
business intelligence workflows from within our everyday working tools (ie Word, Excel, Outlook)
Copyright © Bruce Ian Rasmussen, 2006
Different people value different outcomes…..
Copyright © Bruce Ian Rasmussen, 2006
Segmentation and target markets
Copyright © Bruce Ian Rasmussen, 2006
What do we do when we market?
TARGET MARKETTARGET MARKETMARKETING MIXMARKETING MIX
Product/Service Bundle
Price
Promote
Distribute (Place)
Copyright © Bruce Ian Rasmussen, 2006
Approaches to segmentation
each segment has similar needs, but has needs different to other segments, each with a specific and identifiable competition, large enough to be profitable and operational
“Good” segmentation
we offer technology to anyone who wants to buy it
“Bad” segmentation
Copyright © Bruce Ian Rasmussen, 2006
Questions to ask in choosing a segment
• What needs does this market segment have?
• What are the specific benefits we can provide?
• Can we clearly differentiate ourselves?
• Is this segment likely to be profitable?
Copyright © Bruce Ian Rasmussen, 2006
Segmenting - the right organisational level
Implement
EvaluateSolutions
Initiate a Project
Pain Latent > Active
MeasureResults
Review Contracts
Negotiate and Sign Contracts
DefineBusiness Initiative
Understand Requirements
Define Objectives
Prove theConcept
Traditional FocusTraditional Focus
Non traditional Non traditional
Focus FocusPartner FocusPartner Focus
Copyright © Bruce Ian Rasmussen, 2006
Attracting
Copyright © Bruce Ian Rasmussen, 2006
Measurement – Leads Funnel
Target number of contacts for marketing activity
Estimated response rate (3-10%)
% converted to leads (approx 20%)
Sales Wins (NB: % based on historical closure rate)
3
Prospects
500
25
5
Copyright © Bruce Ian Rasmussen, 2006
What works? (sample statistics)
Average Median High Low
Lead generation campaign
2.86% 1.49% 14.8% 0.009%
Top performing media
TelephoneDimensional
mailEmail
Direct mail
Average response
5.53% 5.28% 3.39% 1.86%
ROI 228 23 159 61
Source: DMA 2003 Response Rate Study
Copyright © Bruce Ian Rasmussen, 2006
Which promotional tool?
Effectiveness
Efficiency
Low cost
per exposure
High cost
per exposure
Mass Advertising
Direct Mail
InternetTele Sales
SpecialisedSales Force
Sales Force
Copyright © Bruce Ian Rasmussen, 2006
Choosing promotional tools
Types of Marketing Cost Reach Dialogue Easy to Measure
Effective-ness
Direct Mail Med Targeted 2-way High
PR Low Broad 1-way Low-Med
Advertising High Broad 1-way Low
Sales Promotion Med Low 2-way Med
Personal Selling High Low 2-way High
Online Marketing & Newsletters
Low Targeted 1-way Med
Telesales High Targeted 2-way High
Seminars/Events Low Targeted 2-way High
Trade Show Med-High Targeted 2-way Med
Trade Magazines Med Targeted 1-way Med
Copyright © Bruce Ian Rasmussen, 2006
Best practice - different tools
Copyright © Bruce Ian Rasmussen, 2006
Managing the Professional Services FirmDavid H. Maister
Free Press Paperbacks
Broadcasting - getting prospects to call you
• Best– Seminars (small scale)– Speeches at client industry
meetings– Articles in client-oriented
(trade) press– Proprietary research
• Middle– Community/civic activities– Networking with potential
referral sources– Newsletters
•“Clutching at straws”– Publicity– Brochures– Seminars (ballroom
scale)– Direct mail– Cold calls– Sponsorships– Advertising
Copyright © Bruce Ian Rasmussen, 2006
Case Study
Copyright © Bruce Ian Rasmussen, 2006
Our solution……..
Reducing the time, stress and cost associated with tender and RFP
responses…
…whilst at the same time dramatically improving the quality of the submission.
TENDERING PROCESS IMPROVEMENT PROGRAMTENDERING PROCESS IMPROVEMENT PROGRAM
Copyright © Bruce Ian Rasmussen, 2006
Marketing Plan worksheet
Copyright © Bruce Ian Rasmussen, 2006
Points of Pain within the prospect
Sales Manager
• stress - will it go in on time (no real ability to track progress)
• loss of sales resource• rushed job = poor quality = less sales
Marketing Manager • rushed job - poor brand image
Sales Person
• stress - can’t get the information I need from vendors
• can’t find the internal information I need• no visibility into who is available to help me
Technical Manager
• last minute requests for configuration, pricing, information
• sales team makes promises I don’t know about
Financial Manager
• unable to properly vet pricing and margin before response is submitted
CEO/Board Member
• no time to review document prior to submission• exposure to risk - pricing, contractual
Copyright © Bruce Ian Rasmussen, 2006
Sample value proposition
FOR Sales Managers in the high value B2B space
WHO want to free up sales resource and improve their hit rate on tenders
THE Tender Process Improvement Program
PROVIDES a process and tools to improve the effectiveness of the RFP response process
THAT ensures improved sales with less hassle and riskUNLIKE current practicesBECAUSE of our unique sales workflow analysis process that
leads to improved business processes coupled with improved collaboration tools
Copyright © Bruce Ian Rasmussen, 2006
Integrated Promotional Campaign worksheet
Copyright © Bruce Ian Rasmussen, 2006
Our campaign
Invitation to seminarInvitation to seminar
Direct mail with offerDirect mail with offer
Follow up
telephone call
Follow up
telephone call
SeminarSeminar
Follow upFollow up
Hand off to salesHand off to sales
Follow up
telephone call
Follow up
telephone call
Hand off to salesHand off to sales
NEW PROSPECTS
EXISTING CUSTOMERS
ConfirmationConfirmation
Copyright © Bruce Ian Rasmussen, 2006
Hosting An Event
Copyright © Bruce Ian Rasmussen, 2006
Hosting an Event worksheets
Copyright © Bruce Ian Rasmussen, 2006
Venues and preparation
Copyright © Bruce Ian Rasmussen, 2006
Direct Mail – With Offer
Copyright © Bruce Ian Rasmussen, 2006
Case study direct mail piece
Copyright © Bruce Ian Rasmussen, 2006
Was It Worth It?
Copyright © Bruce Ian Rasmussen, 2006
ROI calculator