diamond vertical marketing presentation for microsoft dynamics partners, 061912
DESCRIPTION
This is a presentation we did for the East Region Microsoft Dynamics partners on June 19. DIAMOND Strategic Marketing specializes in helping companies of all kinds formulate, execute, and manage vertical marketing programs.TRANSCRIPT
Vertical Marketing Best Practices
Fred Diamond DIAMOND Strategic Marketing Tyson’s Corner, VA www.diamondstrategicmarketing.com 703.628.6910
Focus on Vertical Development, Management, and Growth
The Intention of this Discussion for the Partners on the Call
How to optimize vertical market efforts
Key considerations for vertical market growth
Elements of successful vertical marketing effort
Roadblocks to avoid
Example how multiple partners came together
3
Growing Vertical Markets for Small-to-Midsized Service Providers
A Smart, Sound, Committed Vertical Marketing Effort Can Spur Growth
Truly understand and provide value added services to the customer
Customers want solutions providers that understand their problems
Partners focusing on the vertical provide leads
Gives telesales something relevant to say
Say what value we offer in client’s language
Tight Vertical Marketing & Sales Moves Deals Thru the Funnel
Wants to take action within 4 months
Ready to Buy General Target Entity that should take action and we have their info
Suspect The World Prospect Proposal
Customer$$$
DIAMOND Marketing’s 6 Main Factors for Vertical Success
7
Commitment
A Market with Real
Buying Entities
The Right Product
Market Intelligence
Process
Marketing and Sales Execution
Plan
Understand Customer
Reqs
Determining if the Market’s Viable
Who will buy?
What is the market made up of?
How big is it?
Are there gaps?
What is our true addressable market?
Who’s tracking the market?
Who specifically will we be talking to?
What’s unique about our target audiences?
Sample Search of Four Verticals Within 130 Miles of Son’s Dorm
Healthcare (583 companies)
Professional Services (430 companies)
Financial Services (517 companies)
Private Education (409 institutions)
Where are the Competitive Holes?
Cost Per Performance
Relative Performance
Roadmap Open Architecture
WW Service and Support
Ancillerary Systems, Inc.
Good Fair Good Good Fair
Dellwin, Inc. Excellent Fair Poor Excellent Excellent
Network Enablement, Inc.
Fair
Good Excellent Fair Fair
Quartran, Inc.
Excellent Fair Fair Poor Fair
PUJ, Inc. Excellent Excellent Excellent Excellent Excellent
It Comes Down to Knowing What’s Going On at the Account Level
New Marketing Comm Plan Reflects How the Customer Actually Buys
Print advertising
Direct mail
webinars
seminars
trade shows
email campaigns
Social media
demos
catalogs
promotions
radio
PR
Social Media
incentives
SEO
e-newsletters stadium advertising
banners behind planes
sponsorships
NPR sponsorships
Public speaking
telemarketing
kiosks
billboards
Thought leadership
Marketing Execution Plan Emerges
Clear, crisp product differentiation
Vertical market agreement
Agree on product offering delineation
Customer requirements definition (CRD)
Oct. 1 Nov. 1 Dec. 1
Produce vertical focused Webinar
Oct. 15 Nov. 15 Dec. 15
Produce product description content
for web and datasheets
Agree on 2 verticals to
focus
Produce marketing
materials for web and print
to support verticals
Refine lists on each vertical’ start building
database
Schedule meeting with ABC NW to refine working relationship
Develop CRD for 2 verticals
Publish CRD for 2 verticals
Message Timing to Audiences is Critical in Vertical Marketing
Type of Message Q1 (Jan.-Mar.) Q2 (Apr.-Jun.) Q3 (Jul.-Sep.)
Corporate We are a leading and innovative manufacturer and provider of high quality, affordable converged …
We are is a leading and innovative manufacturer and provider of high quality, affordable …
We are a leading and innovative manufacturer and provider of high quality, affordable …
Technology We are the premier ..provider for NFS environments including Sun Solaris, HP-UX, AIX,.
We offer the most scalable and open NAS technology for UNIX and Windows environments.
We are at the forefront of NAS technology and the leader in NAS/SAN integration.
IT Buyer We offer the best integrated NAS/SAN system. We also supply NAS technology to HDS for all of their storage systems.
We offer an affordable feature-rich NAS/SAN system. We also supply HDS with NAS technology for all storage systems.
We offer an extremely affordable NAS SAN system. We also supply HDS with NAS technology for all of its storage systems.
Enterprise Buyers We offer the most scalable and open NAS system.
We offer the most scalable and open Enterprise NAS.
We are the most open and scalable enterprise NAS.
Internal Xxxxxxx Xxxxxx Xxxxxxx
Partners YYYYYY YYYYYY YYYYYY
Investors ZZZZZZZ ZZZZZZ ZZZZZZ
An Example of a Microsoft Partner-Driven Vertical Strategy
15
Home Page
16
Sample Page with Latest Blogs
17
All in…or All Out?
More prospects than you are reaching today
Moving prospects through the funnel easier
Easier to educate company on customer needs
Partners available
Many resources available
Maximizing budget and time Resources
Don’t have the patience
Little interest in growing market understanding
Not looking to grow
Looking for quick exit
Not willing to travel
Once bitten twice shy
All In All Out
