Advanced Marketing Workshop for Microsoft Dynamics
Presented by Extra Mile Marketing
Agenda
8:00am – 8:30am Registration, Light Breakfast
8:30am – 12:00pm MODULE 1: What Makes for “Better” Marketing – a look at
what’s working for technology companies today, based on the
2006 CMP research conducted by Microsoft.
o Interactive Exercise:
o Assessment of your own company’s marketing
capabilities
o Targeting – from an overall marketing plan perspective
Research/Analysis
Choosing a target
Creating a marketing plan for the target
Show ePartners example
o Value based messaging
Adding value
Communications plans
Messaging to a variety of BDMs, Influencers,
Gatekeepers
o Co-marketing with a partner
Effective ways to work together
Microsoft opportunities
o Promotional offers
What’s working
Calls to Action
Best practice examples via different mediums
o Integration & repetition – build 12 month plan, be consistent,
build your brand, repetition is key (no one offs), keep focus
crisp
Building an annual communications plan
Creating integrated campaigns
Best Practice examples
o Interactive Exercise:
Identifying targets, good promotional offers, good calls
to action
Create company marketing plan – what makes up a
plan, what do they need to put into their plan
12:00pm – 1:00pm MODULE 2: Using the Web to Showcase Your Marketing
Efforts
o Data/research review on web usage by business and technical
decision makers
Information gathering
Search behavior
Helpful websites
o Who looks at your website
Existing customers
Prospects
Referrals
o Components of a good website
Targeting
Content
Design
Offers
Examples
o Interactive Exercise:
Improving your own website
Putting together a short-term action plan to improve
your company home page
1:00pm – 1:30pm Lunch
1:30pm – 2:30pm MODULE 3: Setting Goals and Measuring your Return on
Investment
o The 360 Approach to a marketing campaign
Quantitative goal setting
Media elements + list size = response rates to meet your
goals
ROI estimates to set expectations and determine go/no
go
o Interactive Exercise
What constitutes a quantitative, measurable goal?
o The ROI Calculator
Ways to calculate
Best, Average and Conservative estimates
The cost factor and tips for increasing ROI
o Interactive Exercise:
Evaluate 3 ROI calculation examples. Worth it? Why
or why not?
2:30pm – 4:30pm MODULE 4: Best Practices in Direct Marketing: Showcasing
What Other MBS Partners are Doing That Works!
o Building a marketing funnel
Different types of direct marketing
Building and maintaining a good database
Where the marketing funnel feeds into the sales
pipeline
o Working with sales to strengthen your marketing efforts
o Using events to fuel your growth
Customer Events
Sales Events
Educational Events
o What makes good creative?
Art & Science: blending the right amount of creative
with realistic goals
o A showcase of best practice partner campaigns – the 2006
Distinction in Marketing Award Winners
o Interactive Exercise:
Group analysis & critique of sample marketing
campaign plans; showcase one plan, with actual
creative, execution and results end to end
4:30pm – 5:00pm Postcard Exercise
Wrap Up, Q & A
5:15pm – 6:30pm Guest Speaker
6:30pm – 8:30 pm Dinner/Networking