3. Jennifer is an Industry
Marketing Manager at
Avanade with
responsibility for the
company's North
America Microsoft
Dynamics ERP go-to-
markets and Health
CRM marketing.
4. Like most large Microsoft Partners, Avanade needs
to GENERATE AWARENESS and DRIVE TRAFFIC to
its ERP and CRM websites. More importantly, they
need to CONVERT that traffic into sales-ready leads.
5. Jennifer has historically
relied on traditional partner
marketing tactics like trade
shows, webcasts, direct
mail and email to reach her
objectives.
6. But that was before Jennifer realized
how effective her efforts would be if she
focused less on getting in front of
prospects and more on getting
found online and driving
7. So Jennifer decided to
transform her marketing to
focus more on blogging,
search engine optimization
and social media to drive
awareness and traffic, as well
as insides sales to nurture and
qualify sales-ready leads.
15. Buyers have changed.
Disclaimer: Use of social media company icons is for instructional purposes only and in no
way implies an association or partnership with any of the individual companies, or approval,
sponsorship, or endorsement by any of the individual companies.
16. Today’s approach:
“GET IN THEIR FACE”
when they’re not looking.
Tomorrow’s approach:
“GET FOUND”
when they are looking.
17. 12b 2.75b 2.25b
17 billion
searches are
conducted
every month.
SOURCE: COMSCORE, AUGUST 2010
18. 46%
of daily searches are for
info on products or
services.
46%
Products
and Services
25. Get inside your customer’s head
Concerns
- Hate being sold to
- Find it offensive to give
name and email
- Don’t want to get spam
sales emails
- Don’t have time to teach
a sales person about their
business problems
26. Understand what motivates
them
Concerns
Motivations
- Want to solve my problem
- Education
- Data/information reports
- Recommendation from a peer
- Meeting other people like me
that have insights to share
27. Create a solution that entices
them and addresses their concerns
Concerns
Entice & Address
Concerns
- Tell them – in simple terms – what
you offer and how it addresses
their business problem.
- Provide customer testimonials,
address vendor risk.
- Offer free “fit” assessments, address
product viability and fit concerns.
- Provide demos and paid trials to
prove value.
35. Make stuff
people want…
Start creating & publishing content that is
that is meaningful and relevant to your
target buyer:
• Top-notch blog articles
• New market data
• Industry research, reports, & studies
• Educational content
36. • The more we give,
the more we’ll get.
Be generous. • Increase # of
pages
and inbound links.
• Build trust,
credibility
and good will.
37. Be consistent.
Daily executive article
summaries
(blog)
Weekly executive newsletter
Monthly e-books, reports and
white papers
Quarterly webinars
38. 2 Optimize
“6 RETAIL TRENDS
you MUST
understand &
embrace.”
vs. “Retail Trends”
50. How do you get more links?
Create content worth linking to!
51. 3 Promote
Disclaimer: Use of social media company icons is for
instructional purposes only and in no way implies an
association or partnership with any of the individual
companies, or approval, sponsorship, or endorsement
by any of the individual companies.
65. Nurturing is all about
guiding prospects from
general awareness to
actively considering your
products and services.
66. Creating, optimizing, and promoting
exceptional and unique content are
also the keys to nurturing
prospects into leads
67.
68. Remember! Your buyer has changed.
Disclaimer: Use of social media company icons is for instructional purposes only and in no
way implies an association or partnership with any of the individual companies, or approval,
sponsorship, or endorsement by any of the individual companies.