kloudreadiness, llc confidential 1 · of b2b buyers say online content has a major or moderate...

KloudReadiness, LLC Confidential 1

Today’s objectives

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1 Educate partners on current marketing trends.

Outline the how and why of marketing 2.0.3

2 Define outbound verses inbound marketing approaches.

4 Review marketing 2.0 transformation stages.

5 Ensure achievement of subscription-based revenue and margin goals.

Today’s session

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Marketing 2.0 Approach1. The buyers journey…2. Inbound marketing…3. Outbound marketing…

How it Works1. Creating awareness… 2. Becoming relevant…3. Developing a hybrid marketing

model…

What is Marketing 2.0?1. Branding & differentiation…2. The engine that propels sales…3. The five (5) P’s…

Marketing creates great

leads…

Sales professionals instantaneously reach out and connect with lead…

The proposal is immediately

accepted and you have a new customer…

Sales professionals are warmly greeted & welcomed to meet with key contact…

then…

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How about this fairy tale…

The sales dialog leads quickly to a proposal…

Marketing's five (5) P’s

PricePromotionPlace

Product (Service)KloudReadiness, LLC Confidential 5

Marketing is the engine that propels sales

People

Outbound marketing

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Digital marketing process verses traditional approach

High level points:• Cloud and digital-based services require a different marketing velocity and approach than traditional on-premise IT solutions• Marketing is the new sales… Your website needs to become your 24x7x365 sales professional who’s always ready &

available to begin the customer dialog.

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Marketing Model

• Does your current model include in-bound?

• How do you create a plan that drives higher velocity?

Marketing Team

• Does your team have inbound marketing skills?

• Do they understand and leverage social?

Marketing Messaging

• Do you have a content library that will give you a 3 month runway?

• Can you leverage outbound content?

Branding

• Do you have a distinct services brand?

• Do you have a clear value proposition?

Marketing Process

• Do you understand the customers buying process?

• Do you have the content to nurture customers?

Legacy sales funnel

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TradeShows

E-mailLists

GoogleAdWordsNetworking

Mass Marketing

Outbound Activity

Lead Pursuit

Qualify

ClosedDeals

ExpensiveLow Return Time Consuming

No MomentumLow Return

Time ConsumingSales Cost - High

Time ConsumingSales Cost - High

PublicRelations

GOAL

PublicRelations

Digital sales funnel

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SocialMedia SEO

Blogs&

Posts

InfluencerMarketing

Unique Value Proposition

SalesProcess

ExpandProspect

List

Inbound Marketing

Content Creation

Your subscriberswill become

prospects

Good contentreinforces your

value proposition

Over time – the number of people who value your content will grow

PublicRelations

Customer

Anchors your marketing

& sales messaging

The desired outcomes

Become a little bit

more famous

You’re seen as an

expert

New Relationships

&Leads

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Key digital marketing components

Email marketing

Integrated marketing

Social media marketing

Content marketing

More Targets More Touches More Leads

Velocity is Key

Key Activities Demand generation Prospect engagement Prospect nurturing Client acquisition

Buyers Journey

Omni-channel Sales

Buyer Persona

Marketing 2.0 flow

Unique Value PropositionKloudReadiness, LLC Confidential 12Image provided by Marketopia

Value proposition

KloudReadiness, LLC Confidential 13Image and concept - HubSpot

Buyer persona

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The buyers journey

Self-educating

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Buyer 2.0

Highly informed buyers…

AnonymousSelf-educating

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Buyer 2.0Researches before they act…

Industry CentricAnonymousSelf-educating

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Buyer 2.0Expects domain

knowledge &

expertise…

SocialIndustry CentricAnonymousSelf-educating

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Buyer 2.0Customers want you to be connected...

SocialIndustry CentricAnonymousSelf-educating

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Buyer 2.0

Expectations are high…

Seamless

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Buyer 2.0Non-linear buying process…

There average attention span is the problem…

SocialIndustry CentricAnonymousSelf-educating Seamless

Inbound marketing

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Inbound marketing Campaign

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Search | Research

Objective: Attract |Educate

Prospect is active in their selection process…

Lead triage

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10% - 20%Active Opportunity

Prospect

Objective: profile & close…

You’re a little bit famous and I want to consider you…

PublicRelations

80% - 90%Nurture Marketing

Bring together the best of both worlds

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Images provided by Marketopia

MarketingLeads

SalesCustomers

Identify, anticipate and satisfy customer needs…

Generate prospective customer interest…

Gain invitation to propose on an opportunity…

Retention and expansion key to growth…

The importance of the lifecycle

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87%Of B2B buyers say online

content has a major or moderate impact to how

they buy products or services.

70%Of the buying process is

complete before prospect is ready to engage with

sales teams.

61%Of internet users research

products and services online.

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Marketing 2.0 transformation stages

Get trafficFree WhitepapersChecklists & Helpers Brand Awareness

InfographsBlog Posts

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Marketing 2.0 transformation stages

Get LeadsVideosBuying Guides Lead Generation

WebinarsCase Studies

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Marketing 2.0 transformation stages

Free ConsultationsDemonstrations

Reinforcing ContentWebinars

Get SalesLead Generation

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Marketing 2.0 transformation stages

RetentionClient Nurturing

Marketing ToolsAccount ManagementBusiness Tools

E-mail platforms

Web | SEO |Chatbots

Marketing platforms

Social

Get good and you may be able to develop business with your clients marketing team…

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Remember these players

Create a plan

Create content & material

Leverage content and get social

Utilize search engine optimization

Update your website

Measure Analyze Execute online activity Iterate

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Pulling it all togetherGenerate email with a solid cadence

Plan

• Adapt model

1• Define your best buyer

2

• Create buyers journey

3

• Change marketing process

4

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Summary – remember these

Mobile: (617) 851-4515Phone: (508) 747-0963Email: gmellor@kloudreadiness.com

Address: 124 Long Pond Road Plymouth, MA 02360info@kloudreadiness.com

Contact Us

.

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