One-Minute ECM Guru -- Volume 3

•The One-Minute ECM Guru

• Volume 3 in a series• 5 Steps to More Effective Channel

Marketing

Guru (plural gurus)

Noun• A Hindu spiritual teacher.

• An advisor or mentor.

• A leader or expert in a field.

One of my favorite Dilbert cartoons is the one where he gets transferred to marketing.

He finds the marketing department.

It appears to be a party for the ages, with a

banner “Welcome to Marketing -- Two Drink Minimum” over the doorway.

Don’t you wish it was like that?

Today’s Guest Guru…

Gets to the heart of the reality of marketing efforts by the ECM Channel…

Noted Author and Playwright Arthur Miller

The jungle is dark but full of diamonds...

From Death of a Salesman

• Question for the ECM Guru:

• “I am an ECM Solution Provider. My marketing seems like a waste of money. What can I do about it?”

Let’s focus on marketing tools and techniques in the ECM channel

• More specifically, the French Guard from Monty Python and the Holy Grail.

Let’s focus on marketing tools and techniques in the ECM channel --

and satisfaction with them

• More specifically, the French Guard from Monty Python and the Holy Grail.

The typical marketing arsenal for ECM solution providers (i.e.., the channel)

12%55%Yellow pages

24%60%Web advertising

14%54%Print advertising

27%56%Large horiz shows

% who do it

12%55%Yellow pages

24%60%Web advertising

14%54%Print advertising

27%56%Large horiz shows

% who do itof those who do, the % who think it good or great

Doesn’t sound very good.

5 Steps to More Effective Channel Marketing…

#1

Focus vertically.

59%78%Vertical events

% who do itof those who do % who think it good or great

YES, We Have a Winner

#2

Learn what works.

AIIM Solution Providers Executive Forum

November 8-10

Savannah, Georgia

www.aiim.org/dmspef

#3

Think press, not just advertising.

What does a good article on a customer case study cost?

• More specifically, the French Guard from Monty Python and the Holy Grail.

Zero.Or close to it.

What is a good article on a customer case study worth?

• More specifically, the French Guard from Monty Python and the Holy Grail.

Priceless.

Enough said.

• More specifically, the French Guard from Monty Python and the Holy Grail.

#4

On size does not fit all.

• Customize your marketing.• AIIM offers year round opportunities for

solution providers including:– 20 local educational seminars– 24 webinars– 6 industry research studies– 4 vertical web marketing programs – 2 instructional wall posters– 1 magazine with 6 issues per year– 1 buyers guide; in-print and searchable

online feature is FREE to members

#5

Leverage your marketing efforts.

–Here is a case study of one AIIM webinar• Perils of Distributed Capture,

4/12/06• Cost to be a sponsor…

–about $4K

What were the totals and the highlights?

• Registrations = 979.• Opt-ins = 551.

–Attendees that pass over e-mail permission.

• Attendance = 452.

Vertical breakout of attendees…

44

6329

23

9129

27

3423

Bank

Ins

Invest

Fed govt

S&L govt

Mfging

Educ

Util

Health

Banks and securities companies on the webinar…

• A G Edwards & Sons Inc• Affinity Federal Credit Union• Bank of America• Bank of Hawaii• BNA• BNP Paribas• Citigroup• Colonial Bank Group• Countrywide Home Loans• Credit Suisse• Daimler Chrysler Services• DM Federal Credit Union• Evangelical Christian Credit Union• Federal Reserve Bank

• Fifth Third Bank• First Horizon Home Loans• Flagstar Bank• Fremont Investment and Loan• GMACM• Homecomings Financial• JP Morgan Chase• Key Bank, N.A.• Morgan Stanley• Nationwide• Oppenheimer & Co.• Park View Federal Savings Bank• Sallie Mae• Southwest Securities• UBS• Washington Mutual, Inc.

State and local government agencies on the webinar…

• Anoka County

• Bell County Information Ssystems• Broward County Board of Commissions• CA Dept. Justice• California Department of Motor Vehicles• Central Arizona Project• Chester County, PA

• City and County of Honolulu

• City and County of San Francisco - Assessor

• City of Burbank

• City of Hampton

• City of Minneapolis• City of Northglenn• City of Palmdale• City of Philadelphia, MOIS• City of Thunder Bay• County of Morris

• County of Sacramento• Dallas County• District Attorney's Office, County of San

Diego• Employees Retirement System of Texas• Erie County Department of Social

Services

• Fresno Metropolitan Flood Control District• Hennepin County

State and local government agencies on the webinar…

• Hennepin County District Court - State of MN

• KCPERS• L.A. County Community Development

Commission• Maricopa County• Minnesota Department of Health• Minnesota Dept of Human Services• Municipality of Anchorage• Northville Township Police Department• NYS Department of Transportation• Ohio Department of Job & Family

Services• OK DHS• PA Historical & Museum Commission

• Portland Development Commission• Ramsey County Information Services

• San Bernardino County• Sec of State/Records Management

Division• State of Minnesota

• State of NC - ITS• State of Nebraska, Secretary of State• State of Tennessee• WA State Dept of Retirement Systems• Washington State Department of

Health• Washington State Department of

Revenue• Wisconsin Department of Corrections• Yuma County

AIIM does 50+ events with this capability every year…

• We are moving “up” the lead value chain for all our activities…– Not just the volume of leads, but the quality…and

proving it…and putting them into direct contact with solution providers.

• Let us help you make these kinds of opportunities relevant to your organization– Low-cost of entry opportunities for exposure and

leads in your own backyard

Do something.

www.aiim.typepad.comwww.aiim.org/dmspef