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Creating wow marketing campaigns
1. Results Marketing
Building Wow Marketing Campaigns
Jerry Hinch – Mike Fuller
Gary Maggiolino - Brian Bean
Catherine Marenghi
2. Building Wow Marketing Campaigns
• Communication channels to market are noisy and confused,
cluttered with messages, crowded with competitors
• Huge challenge to just get noticed, let alone drive a message
to your target audience.
• With the right programs and tactics you can
• Cut through the clutter
• Increase your visibility
• Stimulate interest, and build ever-increasing sales pipelines.
Interact with us – now – and at the 5:30 Networking
3. What best describes your marketing?
A. No Staff – No Budget
B. Small Staff & Budget – must focus on efficiencies
C. Looking to increase breadth
D. Looking to change tactics
E. Satisfied with our marketing – seeking to build new channels
4. Recapping - Our Philosophy
• The Mix - (A-I-D-A)
• Awareness – Interest – Desire - Action
• Move targeted prospects through the buying cycle faster than possible with
sales efforts alone
• The Target
• Continuously define and refine
• Follow up promptly with your specific target (FUPWYST)
• Market Development
• Event & Webinar Standards
• Social Media
5. The Marketing Mix in Support of Sales
Awareness Interest Desire Action
• Advertising • Market Development
• Direct marketing & email • Monthly Webinars
• Events • Weekly Web-ex series
• Media relations • Dinners / Hosted event within event
• Social media • Lead Generation through media
• Website & Microsites partners
• FUPWYST
6. Marketing’s Role in Support of Sales:
Awareness Interest Desire
Action
Support Sales and Due Diligence
•Worldwide use-case repository
•Videos of customer testimonials
•Market Development Reps (nurture until qualified as lead)
•Microsite & Website (reinforce “safe choice” perception)
8. It Starts with the Target
• The Company
• Demographic – size, industry, etc
• Behavioral – innovative, risk taking, market leaders
• Market to the Individual
• Titles and Roles – CIO, CTO, etc
• Behavioral - The Leader – The Mobilizer
• Tailor message to the target (i.e. strategic)
• Use the channel to reach them where they live
10. Traits of the Mobilizer
• 1. Readily accessible and willing to talk
• 2. Networks with (and will pull in) other stakeholders
• 3. Thinks Strategic
• 4. Conducts (or directs) research & due diligence
• 5. Good at influencing others
• 6. Credible among colleagues
• 7. Delivers on commitments
12. The Analyst was the Mobilizer
• 1. Readily accessible and willing to talk
• 2. Networks with (and will pull in) other stakeholders
• 3. Thinks Strategic
• 4. Conducts (or directs) research & due diligence
• 5. Good at influencing others
• 6. Credible among colleagues
• 7. Delivers on commitments
15. Webinar Example
Leveraging Interoperability to Address Readmissions
•1. Available on InterSystems Site and You Tube
•2. Archived on the MedTech Media Site
•3. Available on Tech Target research pages
•4. Shows up on other Media websites
•5. Multi-channel promotion to our target
17. ase Study: Ontario Systems New Message
Artiva® Healthcare lets you manage healthcare receivables strategically --
unlocking receivables to recover every cent due from insurance providers,
while ensuring your bill is the first paid by patients, every time.
Strategic Approach
to Receivables
Management
18. Ontario Systems New Message
DEFINING A NEW MESSAGE, MARKET POSITION AND TACTCIAL PLAN
•Understand/ Discuss Current Market Position and Opportunity
• Key product attributes, features and benefits
• Key differentiation from competitors products
• Identify and Research Audiences (consider personas to have full understanding)
• Collaboratively develop new hypothesis for Artiva® value proposition to audiences
•InterSystems Collaborated with Ontario - Assisted in Gathering Key Market Feedback
• Engage target audiences (OS customers/prospects and ISC contacts)
• Gather data to validate/shape new messages
• Feedback information to Ontario Systems
•PR and Leadgen Assistance
• Led effort to get new message In front of target audience -- to assist in both strategy and capacity
• With Ontario Systems' support, interviewed customer, wrote and pitched article to industry publication
• Jointly promoted article that captured new messsaging
19.
20. Case Study: HealthShare Awareness
The Problem: Key C-Level IT Execs unaware of
HealthShare as product platform for IDNs
•The Goal: Cut through the clutter
• 1. Specific Target defined
• C-Level - Top 200 IDNs
• Sales teams alignment and teaming with Market Dev. Reps
• 2. Account-by-account reviews with Sales teams & Market
Dev. Reps
• Pull in InterSystems thought leaders and analysts to refine message
21. HealthShare Awareness Marketing Mix
• MedTech(at least)
Letter via Media
Monthly US
Mail
• Tracking tools
• TechTarget (Marketo)
• 1 page, signed
• Use Media Partners
• FierceMarkets
• Mailed in waves
• Vary the message
• Tested message
• Test approaches
• Exec. Briefing
• 3D mailer
25. Social Media Case Study: Ontario Systems
• InterSystems partners with Ontario Systems
and develops theme – strategic ARM
• Interviews customer Integris for bylined article
• Secures placement in Executive Insight magazine
• Extend and amplify visibility via social media
• InterSystems, Ontario post links to article on Twitter
• Both share via Facebook, over 150 people viewed
26. Tweet and Retweet
• Best practices: Use of links, hashtags (#ARM), refer
to others by their Twitter handles (@ExecInsight)
28. More Social Media Ideas
• Be part of the conversation at conferences; see live
feedback
• Global Summit: Tweet your comments, photos, using the hashtag
#GlobalSummit
• Check out the LiveFeed
• Create engaged communities on LinkedIn
• Share videos on YouTube; thought leadership content
(white papers, PowerPoints) on SlideShare
• Use tools like Tweetdeck to monitor, connect, engage
29. And speaking of social
Executive Leadership Networking Reception
•Now, 5:30 PM - 8:00 PM
•Orchid Room – Recreation Level
•Drinks & Appetizers
•Socialize & network
Editor's Notes
I like to speak spontaneously, so I use PowerPoint as an outline to keep me on track. It’s best to keep your PowerPoint text brief, simply reinforcing key points you will talk about at more length. You can use this slide template to convey a series of steps or related points in a short format.
I like to speak spontaneously, so I use PowerPoint as an outline to keep me on track. It’s best to keep your PowerPoint text brief, simply reinforcing key points you will talk about at more length. You can use this slide template to convey a series of steps or related points in a short format.
I like to speak spontaneously, so I use PowerPoint as an outline to keep me on track. It’s best to keep your PowerPoint text brief, simply reinforcing key points you will talk about at more length. You can use this slide template to convey a series of steps or related points in a short format.
I like to speak spontaneously, so I use PowerPoint as an outline to keep me on track. It’s best to keep your PowerPoint text brief, simply reinforcing key points you will talk about at more length. You can use this slide template to convey a series of steps or related points in a short format.
I like to speak spontaneously, so I use PowerPoint as an outline to keep me on track. It’s best to keep your PowerPoint text brief, simply reinforcing key points you will talk about at more length. You can use this slide template to convey a series of steps or related points in a short format.
I like to speak spontaneously, so I use PowerPoint as an outline to keep me on track. It’s best to keep your PowerPoint text brief, simply reinforcing key points you will talk about at more length. You can use this slide template to convey a series of steps or related points in a short format.
