Marketing & sales dec 6-11

Marketing and Sales
Strategy

December 5, 2011

Objectives

Generate demand for CS products
Increase brand awareness
New markets for current products
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Objectives

Sustainability
Launch product marketing targeting new products that
drive future growth

Objectives

Increase revenues throughout the society


S&M Team Organization

S&M team focus on all products
Consistent, compelling messages and campaigns



Reorganization of marketing team
Experienced contractors for higher quality and lower cost



Sales team compensation incentive
Marketing driven new business development
Training on all products

Strategy

Elevate the brand
Impacts demand for all products and membership
Society and product messages with compelling value
statement and messages

Strategy

Concept: The one source for computing professionals
who are or want to be technology leaders
Protect your future…find it, know it, answer it at
computer.org

Strategy

New tagline and about us positioning statement
Clear value proposition for each product
Getting our experts out in social media & PR
Blogs (With outside exposure—Word Press)

Strategy

All marketing programs, materials and collaterals with
consistent messaging, branding
Focus website on target markets, products and services
Ongoing marketing campaigns for existing & new
products

Strategy

Partnerships
Increase awareness, credibility and feet on the street
Target partners: Microsoft; other software companies;
technology organizations

Potential New Packaged Products

Positioning: Don’t be left behind….Be a Technology
Leader
Goal: build a sense or urgency about purchasing CS
products and/or membership

Potential New Packaged Products

Feature a hot topic such as cloud on website
Link to packaged product that could include
publications, CSDL, conference, webinar
Include analysis to add greater value

Industry Focus

Feature a particular industry on the website
Link to a packaged product
Create industry messaging and collaterals for CAP
Create a industry community

Industry Focus

Users communicate with each other and our experts
Generates revenue selling a variety of products
Once the community is established, users get 30 days
free access, then we charge to be part of the community

Global Community- a Differentiator

Regional portals: EMEA; AsiaPac; India; South America
Communication with our experts—online & teleconference
Regional specific packaged products can include certification


Training & Certification

Focus certification campaigns on hiring companies as
well as universities
Become an online resource for hiring companies

Applications

Develop a training program that’s like a video game
Huge potential market with all CAP prospects as well as
tier 1 and midmarket software companies

Applications

Membership
Mobile application that allows members to renew and
download content by topic

Software Solutions Centers

Software engineers are the largest profession in our membership
other than academia
Offer practical solution centers (SaaS, SC Risk Management)
Information on solutions as well as analysis

Computer Microsite

Like spectrum.ieee.org, have a Computer microsite linking off the
homepage
Significant advertising revenue opportunities
Would require ongoing editorial support

Product Marketing Process

Working closely with product team identify:
Customer needs
What problems are they trying to solve
Who is the target market and what is the size of that market?
What is the competitive situation?


Product Marketing Process

Time to market
CS differentiators and positioning
CS product development capabilities and cost
Go to market plan and market test
Use MRD for the process and proof of concept


Marketing Campaigns -- CAP

Markets: tier 1 and mid-market technology intensive
companies
Focus: How NGIS improved training in a cost-sensitive
economy
Prospects invited to a webinar with Neil in early Feb
Sales team follow up
Salesforce used for response marketing

Marketing Campaign -- CPS

Create value proposition and differentiator
Include a package of digital content on a related topic
Targeted email campaign to CS, IEEE and other
technical conferences


Certification

Market: Hiring companies
Insure the quality of your outsourced development
Target list of companies that outsource
Target universities: leverage IEEE resources in Asia, India & Europe


Marketing Campaign -- CSDL

Target markets:
Universities with CS departments globally—social media
programs
Technology intensive industries – email and social media


Build Your Career/Jobs Board

Specific community forums—CIOs; software
engineers; students
Promotes certification, membership, jobs board, etc.
Work with partners for extra exposure and credibility

Build Your Career/Jobs Board

Beef up the jobs board with an industry jobs feed initially
Sales focus on industry jobs
Create a virtual jobs fair
Target an email marketing campaign to corporations and
universities

Marketing Campaigns-Membership

Use CS innovators and members with prestigious
positions for email campaign quotes and videos
Videos on the website
Targeted, consistent social media campaign

Marketing Campaigns-New Members

Targeted email campaign to get CS professors globally to promote
membership
Leverage BOG members’ university and corporate connections
Target practitioners in technology intensive industries
Contests

Marketing Campaign Process

Marketing statistics:
5-15% of prospects purchase initially
40% purchase within 12 months with regular, targeted contact
80-90% purchase after 24 months with regular contact


Marketing Campaign Process

All leads go into database (Salesforce/Bronto) after initial campaign
―A‖ leads directly to sales team
―B‖ leads get an email or other contact every 60 days with a free white
paper, webinar invitation, article, etc.
All leads in Salesforce are assigned to a sales rep who gets reports in
lead activity
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PR—Instant Awareness Builder

Create newsworthy CS stories for placement in tier 1
press
Align press releases with marketing campaigns
Integrate social media with PR and marketing campaigns

Website
Main marketing delivery vehicle
Goal: Increase traffic, credibility, sales
 User experience
 Minimize homepage load time and number of clicks
to get to data
 Design—Key to brand recognition /traffic inside website
 Redesign of homepage and other landing pages
 Differentiate ourselves with compelling message
and graphics
 Messages
 Throughout the site every product area needs to be
positioned with clear calls to action

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Website
Credibility and awareness builders
 Use of rotating video testimonials (for different
products) to drive interest and ultimately sales
 How NGIS has improved training in a challenging
market (Promotes CAP and other educational
programs.)
 Members with key positions in industry or
innovators (Promotes membership.)
 Short, focused videos with a call to action
 Expert Blogs on hot topics linked to WordPress

 SEO
 Builds traffic, promotes brand, products

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Sample Websites
http://www.sei.cmu.edu/

http://www.cisco.com/

http://www.intel.com/content/www/us/en/home
page.html

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Deliver the right message and the right
products to the right market at the right
time

11-Oct-10

Marketing & sales dec 6-11

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