In this webinar, Leslie Vickrey, CEO & Founder of ClearEdge Marketing, shares 3 marketing strategies for driving your growth. She focuses on website optimization, target account programs (sales campaigns) and social media marketing.

1. Marketing for Where You WANT TO BE
3 Proven Ways to Get Leads & Grow
www.clearedgemarketing.com
Presented by:
Leslie Vickrey, CEO & Founder
August 20, 2014
Confidential Information. Copyright ClearEdge Marketing 2014.
Northern California

2. TechServe California Updates
• September 22, 2014: Application deadline for the newly
launched TechServe Excellence Awards
 Learn more here
• Date TBD: OPR The Race to Greater Profitability
 Presented by Mark Roberts, CEO of TechServe Alliance
• November 3-5, 2014: TechServe Alliance Annual
Conference
 Boca Raton, FL
 Click here to register
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3. Your Presenter, Leslie Vickrey
• CEO and Founder of ClearEdge Marketing, an agency
specializing in outsourced marketing solutions for IT
services firms
 8+ years in business
 Serving clients across four continents
 Staff from coast-to-coast (30+)
 8-year TechServe Alliance marketing partner
• 18 years managing marketing operations or providing
consulting services for companies such as Spherion,
Harvey Nash, TechServe Alliance, Bartech, CRi, Aon
Hewitt RPO and Fieldglass
• Co-founder of ARA—a mentoring organization for
attracting, retaining and advancing women in tech
(www.aramentors.com)
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CEO & Founder
ClearEdge Marketing

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5. Today’s Agenda
• What You Are Up Against: The Challenges
• Most Effective (and Efficient) Ways to Get Leads:
• Target Account Campaigns
• Website Optimization
• Social Media
• Q&A
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6. CHALLENGES IT & Engineering Services Firms Face
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Competition for Talent
+ U.S. IT jobs grew13 percent from 2002 to
2013, while the number of people who
graduated with IT degrees dropped 11
percent in that same timeframe
(CareerBuilder).
Rise of Online Staffing
+ SIA estimated gross billed revenue in Online
Staffing to be $1 billion globally in 2012 and
forecasts 40 percent annual category/
segment growth for the next two years.
Limited Resources
+ Mid-size firms typically have small sales and
recruiting teams, which limits time for
strategic planning and work.
Limited Budgets, Tough Buyers
+ While job growth was up in April, employers
remain cautious in their hiring.

7. OPPORTUNITIES for IT & Engineering Services Firms
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Skills Shortage
+ High demand for IT in several skills areas—
big data, mobile, security and cloud
services. Employers need help accessing
these skills quickly.
Recruitment Tools Perplex
+ Job search and talent sourcing mediums
have exploded (social, mobile, etc.) making
it more critical for businesses to employ
talent experts . Employers want and need
help.

8. 3 Proven Marketing Approaches that Spark
Opportunity & Fuel Growth
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9. TARGET ACCOUNT & INCENTIVE PROGRAMS
Right or Wrong for Your Business?
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10. Poll #1
Does your firm have a formalized
lead generation program?
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11. 1. Target Account Programs, Sales/Recruitment, Employee
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• Target Account Programs
 Select a narrow, vetted prospect list
 Spend 4-6 weeks targeting this short list with marketing
materials and contact
• Sales/Recruitment Incentive Programs
 Sales Incentive Programs and Recruitment Incentive Programs
 Award sales and recruitment staff for achieving and/or
exceeding lofty targets over a set period
• Employee Referral Programs
 Provide incentives to contactors and staff for referring top
candidates
Arm Your Sales & Recruiting Staff

12. Target Account Programs: TAPs
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Inavero Insight
“CUSTOMERS EXPECT EXPERTISE.
While the right skill match is the number one
factor in placement success, clients rank
knowledge of their industry as second in
importance to ensuring a successful placement.”
TAPs offer companies a fun, engaging platform
for explaining their expertise.
• What Is It?
 A scheduled weekly mail-based or drop-in
program for targeted accounts
 4-8 weeks, depending on target and service/
solution
 Branded Components: A weekly postcard and
giveaway tied into a campaign theme
 Calls-to-Action: Get appointments, landing pages
playing new role for solutions-based campaign,
including online advertising (LinkedIn)

13. TAP Benefits
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• Targeted & Concentrated
• Puts business development team in front of key decision makers
• Allows teams time to focus on specific businesses and needs
• Training for Your Sales Team
• Arms sales staff with purpose and materials
• Offers a training tool for new sales staff eager to learn the business
• ROI Is Easy to Measure
• Offers a simple way to measure marketing message effectiveness
• Plan on a 30% return (if program and best practices followed!)

14. TAP Sample: Campaign Overview – Outreach Cycle
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Prospect
Build
Awareness
Schedule
Meeting
Close Deal
Touch Item Follow-up
Touch 1
Fold-over Direct Mail Introduction Piece:
How Far Will You Go to Source Java
Development Talent?
Follow-up call & e-mail
Touch 2
HTML Email:
How Hard Will You Work To Build Your Java
Dream Team?
Follow-up call & e-mail
Touch 3
Drop-off Notecard + Low-end Giveaway
How Quickly Can you Access the Java
Development Talent You Need?
Follow-up call & e-mail
Touch 4
HTML Email:
How Much Will You Sacrifice to Hire Skilled
Java Resources?
Follow-up call & e-mail
Touch 5
Drop-off Notecard + High-end Giveaway
How Long Will You Wait for Java
Development Resources?
Follow-up call & e-mail
Fold-over Direct Mail Introduction Piece
HTML Emails
Drop-off Notecards + Giveaways

15. SAMPLE TAP: Campaign Schedule
MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY
July 2013
14 15 16 17 18
15
Kick off call/Rep Training
19 20
21
Touch Point 1 –
HTML Email
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23
24
25
LAUNCH! Push First HTML
Email to List
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Follow-up Phone Calls &
Emails
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28 29
Follow-up Phone Calls
& Emails
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Follow-up Phone
Calls & Emails
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Follow-up Phone
Calls & Emails
1
Follow-up Phone Calls &
Emails
2
Follow-up Phone Calls &
Emails
3
August 2013
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Touch Point 2 –
Notecard & Giveaway
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Prep Packages –
Giveaway & Notecard
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Deliver Package
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Deliver Package
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Deliver Package
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Follow-up Phone Calls &
Emails
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11 12
Follow-up Phone Calls
& Personal Emails
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Follow-up Phone
Calls & Personal
Emails
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Follow-up Phone
Calls & Personal
Emails
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Follow-up Phone Calls &
Personal Emails
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Follow-up Phone Calls &
Personal Emails
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Touch Point 3 –
Notecard & Giveaway
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Prep Packages –
Giveaway & Notecard
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Deliver Package
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Deliver Package
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Deliver Package
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Follow-up Phone Calls &
Emails
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Touch Point 4 –
HTML Email
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Follow-up Phone Calls
& Emails
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Push Second & Last
HTML Email to List
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Follow-up Phone
Calls & Emails
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Follow-up Phone Calls &
Emails
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Follow-up Phone Calls &
Emails. END CAMPAIGN.

16. 16
TAP SAMPLE: Mailer (local message)

17. TAP SAMPLE: Metrics Report
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18. Critical Success Factors TAPs
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• Executive buy-in and oversight
• List quality
 Target “real” buyers of your services
• Sales buy-in
• Creativity
• Track/share results and ROI
• Going all the way in terms our outreach
 Making all the calls, all the visits.
70% of the population
needs at least 5 contacts
before they'll trust you
enough to grant you an
appointment.
Make the 5th Call

19. TAPs: Right or Wrong for YOUR Business?
• Can your business create and concentrate
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on a narrow, targeted list of strong
prospects?
• Do you have a sales team with the
discipline and reliability to follow a
carefully designed outreach program?
• Are you willing to put some investment
into a creative program that will catch the
eyes and ears of top prospects?

20. WEBSITE OPTIMIZATION
Right or Wrong for Your Business?
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21. What Is Website Optimization?
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• Ensuring a Sharp, Responsive Design
 This is more than how the website looks—it’s also about ensuring it performs for users across a wide
range of devices: computers, tablets, phones, smart TVs, etc.
• Enabling Strategic SEO
 Ensuring the website can be found through the search engines’ and online resources key audience
use to find information, products/services, jobs, etc.
• Creating, Maintaining Engaging, Fresh Content
 Providing informative content across the entire site and through a variety of mediums: videos, blogs,
whitepapers, case studies, news releases, social media, etc.

22. Poll #2
Is your website responsive?
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23. Top Website Design Trends to Take Into Consideration
Responsive Design Large Image Backgrounds
• When a website is responsive, it means that the layout
of your website will adjust to whatever screen size on
which you're viewing it. This flexibility allows for a
better user experience to get around a website,
whether you’re on a smartphone, tablet or desktop.
• We’ve all been to sites that have beautiful, full page
stunning images that really make an impression. More
and more businesses are putting large photographs as
backgrounds of their websites to really give the site
visitors an idea of what the company is about (i.e.
culture).
Parallax Scrolling Infinite Scrolling
• Parallax scrolling is a technique in which the
background moves at a slower rate in the foreground,
creating an illusion that looks like it is 3D.
• Many websites have started to employ this technique,
but if overused, it may look gimmicky. If you consider
how this technique will make your website more
interactive with the audience, it can be very
successful.
• You may recognize this technique when you are
looking at Google Images. Infinite scrolling means
that as you scroll down the page, the website
continues to load.
• It allows users to remain on the same page instead of
hopping between many different pages within your
website. Also, it's much faster to continue to load one
long page than to load multiple pages.
It’s important to know the pros and cons behind each trend (from an SEO and development/maintenance perspective) and fully
understand the terminology when working on your website project.
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Trends courtesy of HubSpot

24. Sharp, Responsive Design
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• A good, professional website is the “cost of
entry” in business today
 Poor websites will limit business,
partnership and recruiting opportunities
• Websites that do not adapt with
technologies and users limit your audience
• Mobile-able websites are critical for
engaging with job seekers
 77% of job seekers use mobile job search
apps –
Beyond.com Career Network Survey
 3 out of 5 job seekers have searched for
jobs on their mobile device in the past
year – Glassdoor.com Survey

25. Optimized Web Design Example
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26. Strategic SEO
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• SEO = Search Engine Optimization
 The art and science of getting online
content traffic from listings on search
engines through your…
­Web
content
­Links
­Blogs
­Social
media
• The Benefits of Strong SEO
 More visitors
 Higher rankings
 Increased engagement (downloads,
purchases, comments, likes, etc.)

27. Engaging Content
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• Original Content
 Content that is unique to your expertise
and business will attract an audience
­SME
blogs, articles
• Testimonial Content
 Content that demonstrates your business’
success and abilities is critical
­Case
studies, testimonials
• Multimedia Content
 Websites that tap into multimedia (video,
social, chat, etc.) are more engaging to
users today
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28. Engaging Content Samples: Surveys & Reports
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29. Critical Success Factors in Web Optimization
• Willingness to Invest. A good website requires
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time, resource and investment.
• Ongoing Content, SEO Work. A website is
dynamic and must remain so to succeed.
• SMEs. The very best websites rely on original
content contributions (blogs, posts, articles,
videos) from subject matter experts. Ghost
writers can help ensure regular cadence.
Go Beyond the Basics

30. Website Optimization: Right or Wrong for YOUR Business?
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• Do you communicate on your website to
prospects, job seekers, partners and
clients?
• Does your website work (responsive)
across various devices?
• Is your content fresh and engaging?

31. SOCIAL MEDIA
Right or Wrong for Your Business?
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32. Poll #3
Is your business using social media
to reach candidates?
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33. Poll #4
Is your business using social media
to reach clients?
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34. Using Social Media to REACH Prospects & RECRUIT Candidates
• Identify, Listen to and Engage Talent and
Prospects
 Treat social media like a lead generation tool
 Making social candidates with skilled IT/Engineering
professionals is critical talent database building today
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• Target, Target, Target
+ Use social media sites and their tools for narrowing
audiences to improve recruiting and marketing spend
+ Learn which social media sites are most important to
your clients, prospects and candidates and use them.
+ To find jobs?
+ To find talent?
+ To find services?
+ To gain knowledge?
+ To network?

35. How to Do Social Media Right
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• Have a STRATEGY
 Determine who you want to reach and where
 Choose your sites/tools (LinkedIn, Twitter, Facebook)
• Allocate THE RIGHT Resources
 If interns or admins are in charge of social media, ROI may not
be reached
 Make SMEs your top voices and ambassadors on social media
• MEASURE Success/Failures & ADAPT
 Sales = new business leads
 Recruiters = new candidate resumes
Keys to Success/
Tracking Your
Success:
• Multi-channel
promotion
• Website traffic and
response influence
• Response during
campaign period
• Overall social influence

36. Social Media – Sample Rule of Thumb
1/3 of your posts should be about jobs
1/3 of your posts should be about your company
1/3 of your posts should be about the industry
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37. “Place Me Maybe” – Email & Social Media Campaign
GOAL:
• Get at least 500 views on YouTube
and generate interest from
candidates to apply for open
positions
RESULTS:
• The video received nearly 3,000
views and the number of new
candidates Harvey Nash received
during the campaign more than
doubled
http://www.youtube.com/watch?v=oHjUU6rbkwM
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38. SAMPLE: Social Listening & Engagement Turns into TAP & ROI
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39. SAMPLE: Social Listening & Engagement Turns into TAP & ROI
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40. Social Media: Right or Wrong for YOUR Business?
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• Can leaders within your organization
serve as social media thought leaders?
• Will your business be able to keep pace
(check regularly for comments, posts,
tweets, etc. and respond)?
• Is your ATS (job postings) integrated with
your social?
• Will you be committed to posting content
that is valuable to your users? Job listing
and event notices for candidates? Market
insights, event updates for prospects and
clients?

41. Book Recommendations
On Amazon On Amazon
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42. Need Help? Contact Us Any Time!
Leslie Vickrey, CEO & Founder
ClearEdge Marketing
Tel: 312.731.3149
E-mail: lvickrey@clearedgemarketing.com
Twitter: @lvickrey
@clearedgemktg
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