My Marketing Budget Has Been Cut, Now What by ypy11747


									My Marketing Budget Has
Been Cut, Now What?
                          Jennifer Culbertson
                          The Partner Marketing Group
                          September 22, 2009
• What’s happening today
• What’s working, what’s not as effective
• Online and traditional marketing that can help
  you make the most of your budget
• Open discussion
Your Feedback
• What are you experiencing in your
  – Cutbacks? How much?
  – Shift in budgets?
  – Implementing other types of tactics?
What’s Happening
Where are marketers spending budgets?
• Marketers are investing
  more in online tactics
  (14% increase) than
  traditional methods (3%
   – Less expensive
   – Easier to measure ROI
Online Spending Focus

• Spending more on
  online tactics
   – Social networking
   – Emailing
   – PPC
  Some Recovery
• More budget cuts seen earlier in
  2009 with some starting to see
  budget increases now

• Marketing budget reductions
  are getting smaller
    – Fewer respondents were planning
      cuts greater than 20%
    – More marketers said they
      anticipated lesser cuts, especially
      reductions of 1% to 5%                  Budget Cuts

  Source: eMarketer Inc.,
When Will Things Improve?
• Most marketers – in small
  and large businesses – look
  at first half of 2010 as the
  year the recession begins
  fading away and we see
  significant growth
• Based on history, average
  length of a recession is 8 - 16
Recommended Focus
• Mix of online marketing and traditional tactics:
  – Online/Inbound marketing
     • Website
     • SEO
     • Blogging
     • Social networking
  – Nurture marketing
  – Referral marketing (referral sources and
    existing customers)
Online Marketing
Online/Inbound Marketing
• Inbound marketing defined – attracting people
  to your business
  – Focus on your website
  – SEO
  – Blog
  – Social networking
  – Content is key
Inbound Marketing
• “Inbound” marketing (using the web to help drive qualified
  prospects) can be much more cost effective
• Attracting prospects who are interested in your
  products/services, offers/content, and company

• Higher number of leads are going to be qualified because
  they are seeking you out

• Average cost-per-lead is significantly less than what it would
  cost for leads generated through traditional outbound
  marketing techniques
•   Content:
     – Content on website consumed differently than on paper:
          • 79% of users scan the page instead of reading word-for-word
          • Reading from computer screens is 25% slower than from paper
          • Web content should have 50% of the word count of its paper equivalent
     – Clear, concise, easy to view—and repeated in several ways, on several pages—
        and easily searched
     – Put yourself in shoes of the visitor - Include content that your visitors are
        interested in
•   Offers and Calls to action:
     – Have compelling offers (white papers, events, podcasts, case studies, articles,
        demos, etc.)
     – Use Action Words - “Learn more.” “Find out why.” “Buy.” “Contact Us.” Visitors
        appreciate it when you clearly tell them what to do. And why. For example,
        “Click here to get your free six-step guide to hiring your next IT consultant.”
• Landing pages:
   – Build dedicated landing pages
   – Don’t send prospects to your home page – make it easy for visitors to
     obtain information
   – Dedicated web landing pages can nearly double the conversion rates
     of potential prospects responding to your marketing programs and
• Benchmark:
   – Website Grader ( that measures and scores
     the marketing effectiveness of a website
   – Looks at website traffic, SEO, social popularity and other technical
     factors and provides some basic advice on how you can improve your
     website from a marketing perspective
Search Engine Optimization
• Optimizing your site so search engines can find you
• SEO is one of the least expensive forms of marketing
  with strong ROI
• According to a Gartner and Forbes study,
   – 86% of C-level executives use search engines to find
     information on products and services
• According to HubSpot:
   – 25% of SEO is on the actual pages of site (content, titles,
     headers, keywords)
   – 75% of SEO is off page – outside of your site (how people
     are finding you)
Search Engine Optimization
•   On page – Building a foundation
     – Page text, Page titles, URL, Tags -
          • Check out the Microsoft Partner Network - Marketing Pointers
     – Keywords - finding the best keywords through research tools
          • Google keyword tool -
•   Off page – Links that point to site and search engines pick up
     – The more incoming links, the higher your page will rank
     – You can easily pull up a list of sites that link to yours. In Google's search
        box, simply type Link:yoursitename
     – Get the links by creating great content through blogging, podcasts, videos,
        press releases, etc.
 Why Blog?
•    In Google, Fresher Content = Better Website
     Sites that get crawled more often have more frequent updates and more authority.
     Blogging consistently ensures there will be fresh content on your site.
•    Every Blog Article is an SEO Opportunity - You can’t realistically optimize your site
     for every search term, but you can certainly write blog posts targeting niche
     keyword phrases that are likely to draw highly qualified prospects.
•    Blogs Are Link Bait – Blogging can be powerful from a linking standpoint. People
     welcome linking in blogs so more links back to your site, means better search engine
•    Gain Visibility as a Thought Leader - demonstration of your thought leadership, and
     professional insights.
•    Engage Prospects in a Dialogue – Folks who comment on your blog may be sales
     leads or just general visitors interested in your information. Either way, getting
     people engaged and interested is a good thing.

Source: HubSpot -
Getting Started with Blogs
Search out and begin commenting on other people’s blogs:
• Search for relevant Blogs
• Commenting
   – Share an example
   – Add a point
   – Add a useful link
   – Disagree
   – Ask a question
    Company Blogging
•   Writing – Topic Ideas
     –    List of 5 ideas, trends or thoughts
     –    Publish a list of links
     –    Take a recent experience and share it
     –    Answer questions you received recently
     –    Turn a press release into a blog article
•   Just starting out? Here is a list of free links in blog directories that you can get for your
    blog with no-reciprocal link requirement:

•   Monitor and measure your own blog –
     – Helps analyze and report on the daily activity of your blog
     – Who’s responding and linking to blog
     – Trends in blog activity
     – What blogs are similar to yours
Social Networking
•   Social networking involves 2-way communication and the conversation
•   Social media is a platform that gives businesses a chance to establish a more
    personal relationship with existing and potential customers
•   Forrester Research study showed 92% of B2B technology buyers consider
    themselves engaging in some form of social media
How Marketer’s View Social Media
Do you agree or disagree that Social Media will…

  Compliment other tactics

  Standard tactic

  Budget for it
Social Networking
• Getting started:
   – Check out – seek out social networking
   – Get an account set-up and build profiles
       • LinkedIn
       • Face Book
       • Twitter
   – Look for Q&A and Discussions to participate in
Social Networking Resources

• Social Media Tips - Microsoft Partner Network -

• Online Marketing Guide -
Nurture Marketing
Nurture Marketing Defined
• Terminology:
   – Drip marketing
   – Relationship marketing
• Defined:
   – Initiating a conversation with
     prospects and customers over
     period of time
   – Growing relationships by sending
     unique and valued messages to
     prospects and customers on a regular
   – Leave a positive imprint in their
     mind until they're ready to buy!
Why is Nurturing Important?
• Longer sales cycles, increased competition, ever-changing
  business climate – need to be there when they are ready to
• Forget about the one-off effort! According to the Direct
  Marketing Association, a prospect will need to see/hear your
  message 3 times to recognize you and a minimum of 9 times
  to make a sale
• Nurture marketing process leads to:
   – Better qualified leads
   – Higher close ratios
   – Stronger sales pipeline
   – Shorter-than-average sales cycles
•   Creating consistency
•   Messaging based on who targeting
•   Value-based offers
•   Setting the rhythm:
    – Plan should include:
       •   Target List
       •   Messaging and Content
       •   Frequency and Execution
       •   Measurement
 Target List
• Understand and profile who you want to nurture:
      • What makes up a good customer for your company?
      • What are the characteristics?
         – Industry focus, company size, geography, revenue, etc.
      • What problems does my prospect need to overcome each day?
      • What is the prospect’s top priority right now?
• Build a list of Prospects, Leads, Customers
      • Prospect = no formal communication or has not responded to your
        company in the past
      • Lead = Prospective customer who has responded to your
        communication in past and/or is someone in pipeline
      • Customer = existing or former customers who have done business
        with your company
Segmenting the List
• Segment your list into A, B and C prospects and customers
• Deliver communication and offers applicable to each
  Prospects    E-Newsletter   Direct Mail   Email   Dimensional   Telemarketing   Sales Contact
  Prospect A   Yes                          Yes     Yes           Yes             Yes

  Prospect B   Yes            Yes           Yes                   Yes

  Prospect C   Yes            Yes           Yes


  Customer A   Yes                          Yes     Yes           Yes             Yes

  Customer B   Yes            Yes           Yes                   Yes

  Customer C   Yes            Yes           Yes
Message Creation
• Know your audience and ask yourself
    –   How can we build credibility?
    –   How can we show that our products/services will help them achieve goals?
    –   How can we differentiate ourselves?
    –   How can we become a trusted advisor/expert to prospects and customers?

• Integrate “pains” messaging:
    – Getting More Organized to Save Time and Money: Do more with reduced time,
      people, and finances; improve teamwork and collaboration; and stay connected
      to the business while away from the office.
    – Managing Cash Flow: Make your finance, operations, and other business
      processes more efficient. Gain better insight into what drives revenues and
      expenses, so you can improve your financial position and make more informed
      decisions about where to best invest resources.
    – Finding and Retaining Customers: Find customers more cost-effectively, close
      deals faster, and improve customer satisfaction.
    – Reducing IT Costs and Risks: Stay focused on running the business—not wasting
      time and money dealing with network disruptions or fighting fires.
Delivering the Message
• We all consume media differently
   – Email, telemarketing, direct mail
   – Need to stand-out
• Use a common theme to break through the clutter
  and get your message across
   – Choose a theme that’s:
     •   Fun
     •   Topical
     •   Engaging
     •   Memorable!
Example: Memorable Series

               • Message - Focus on how CRM can help you be more
                 productive and get ahead in your organization
               • Consistency – monthly communication
               • Offer – case study, white paper, webcast, book
               • Types of communication – direct mail, email,
                  newsletter, phone
Example: Direct Mail/Dimensional Mailer

                       • Message - Focus on how we can help you
                         improve customer satisfaction
                       • Offer – white paper, case study, gift
                       • Consistency – multi-touch over 4 months
                       • Types of communication – direct mail, email,
                         newsletter, phone
Executing the Plan
• Execution includes:
  – Following a plan
  – Resources and funding to keep momentum
  – Multiple tactics (direct mail, email, phone)
  – Multiple offers to move your audience along
    in the sales cycle
Prospect Nurturing Schedule
• Setting the rhythm…move prospects along
  Timing (every 30 days)   Action
  Contact #1               Introductory call with follow-up email
                           (Get permission/verify contact information)
  Contact #2               Email with offer educational report/article

  Contact #3               Direct mail with white paper offer– ROI of ERP

  Contact #4               Email newsletter

  Contact #5               Email and link to relevant case study or podcast

  Contact #6               Direct mail invite to webcast with follow-up phone call

  Contact #7               Follow-up touch base phone call - reminder

  Contact #8               Email newsletter

  Contact #9               Phone call to touch base and prospect interested in
                           meeting with you!
Monitor and Analyze
• Monitor and analyze
  – Track each phase of plan and response – can’t improve what
    you don’t measure!
     •   # of responses and qualified leads
     •   # of closes
     •   Number of downloads by offer
     •   Number of appointments made
     •   Track your web traffic
     •   Measure ROI

  – Be flexible and make changes as necessary
  – Ensure continued support and funding to continue
Nurture Marketing Checklist
Think long-term – anything worthwhile takes
 hard work and persistence
Know who you want to target and what they
 are interested in
Build relationships that are personal and
Offer information that is educational
Consistency and follow-up is key
Measure and track
Referral Marketing
               Does this sound familiar?

"Two business owners meet at a networking event. Their
businesses compliment each other so they touch base
after the event and they talk about how they could refer
business to one another. But, after they put the phone
down, they never talk again."
•   What are you doing from a referral perspective?
•   Do you get referrals?
•   Do you provide referrals?
•   Informal? Formal program?
Importance of Referrals
• The act of being referred is a validation of
  your value and credibility
• Potential customer has already been pre-sold
• Have a high return-on-investment – small
  efforts that don’t cost a lot of $$
• Generate high quality customers and
  business for the company
• Referrals allow you work with people you like
  and perform services that you enjoy
Referral Sources
• Concept is pretty simple – “People will do
  business with, and refer business to, those
  they know, like and trust”
• So, why don’t we do it more?
  – Good referral sources are also elusive and can be
    hard to define/identify
  – No plan or strategy to get referrals
Why Don’t We Get More Referrals?
• What hurts our ability to get referrals?
  – Referral source is not educated on our
  – Thinks you may be too busy
  – Questions your ability to deliver
  – Does not feel comfortable putting his/her
    reputation on the line
  – Referral source is unsure of what he/she will get
    out of it
  – Don’t actively seek and communicate with referral
    sources – no consistency
Possible Referral Sources
•   Customers and their contacts
•   Vendors
•   Partners
•   IAMCP members
•   Industry association leaders/members
•   Centers of Influence
    – CPA’s
    – Bankers
    – Consultants
Getting Started
• Develop list of key referral sources – start
• Develop plan and calendar to make regular
• Set yourself apart – what makes you different,
  focus on messaging, offers and theme
Ongoing Communication
“Out of sight means out of mind”
•   Mailings
    – Topical articles
    – Reprints
    – Letters
    – Thank you notes
•   Meetings
    – Personal, one-on-one meetings
    – Seminars
    – Receptions, dinners, events
    – Association activities
•   Email
    – Forward items of interest
    – Quick notes, etc.
•   Phone
Monitor and Track
•   Number of referrals received/given
•   Types of referrals
•   Frequency of contact and type of activity
•   Follow-up efforts
•   Close ratio
 Distinction in Marketing Winner
 Referral Program
CAL Business Solutions – Anya Ciecierski, Marketing Manager

• Had good referrals but didn’t encourage or market to referrals
• Identified Top 10 referral sources (Vendors, Centers of Influence – CPAs, other
  Microsoft partners)
• 12-month multi-touch campaign included:
        • Personalized letters, emails, dimensional direct mail
        • Thank you letter and gift for referrals
        • $250 gift card for any closed business
        • Educational offers
        • Tips & Tricks
        • Face-to-face meetings
        • Integrated social networking through LinkedIn
Example: Dimensional Mailer
   Lumpy Mailer
                    Business letter
Example: Business Letter
 Business letter with Gift Card   White paper offer
Distinction in Marketing Winner
Referral Program
• Tracking and Measurement :
   – CAL used Excel and Microsoft Dynamics CRM to track both
     the leads it received from referral sources and the ones
     CAL provided in return.
• Results:
   √ Generated 20 leads
   √ Closed a half dozen sales
   √ Increased the percentage of closed leads it received
     from referrals from 42% in FY08 to 60% in FY09
   √ $2,800 spent and huge ROI (50%+)!
Referral Marketing Checklist
Can’t afford not to be integrating referrals into
 your marketing efforts
Start small - develop list of top possible referral
Develop plan to communicate
Offer information that is educational
Consistency and follow-up is key
Measure and track
Final Thoughts
• Keep marketing and be smart about budgets
• Online marketing – make greater investment and
  try new tactics
  –   Tune-up your website and SEO
  –   Subscribe to top blogs and follow
  –   Produce and publish content
  –   Get Social
• Traditional marketing – focus on nurture and
  referral marketing
• Track and measure – make sure your marketing $$
  are working for you
 The Partner Marketing Group
• Marketing consulting group with expertise working with
  Microsoft Dynamics partner organizations to drive new
  marketing opportunities and results
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