New FrontiersAcquiring Your 1st Customer

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Scenario Time1. Intro – Why your first customers are so important 10 -10.30

2. Who to target 10.30 – 10.45

3. Define Your Pitch 10.45 – 11.15

4. The Product Launch Plan 11.15 – 11.30

5. Website 11.30 – 12

6. Personal Network 12 – 12.15

7. Professional Networks 12.15 – 12.30

8. Email Marketing 12.30 – 1

9. Lunch 1-2

10. Google Ads 2 – 2.30

11. PR 2.30 – 3

12. The Sign-up Process 3 – 3.30

13. Conversion Process 3.30 – 3.45

14. Referral Process 3.45 - 4

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Generate more leads

MotarWebsite traffic

Google Pay-per-click Email Social

media

>10% Increase in sales in 6 – 9 months

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The Importance of Your First Customer

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How to sellHow to marketHow to installFail early, fail cheapLearn fast and iterate through to next version /customer

Help You Resolve Technical Issues

FeaturesIntegration to other systemsDeploymentSupport

Help You Resolve Business IssuesDemonstrate demandShow you can run a businessShow you can handle customersCashPricing

Getting to your first customer should be priority #1They’re the reference point for all other customers.

1. Importance of 1st Customer

Contents DohertyWhite

Scenario Time1. Intro – Why your first customers are so important 10 -10.30

2. Who to target 10.30 – 10.45

3. Define Your Pitch 10.45 – 11.15

4. The Product Launch Plan 11.15 – 11.30

5. Website 11.30 – 12

6. Personal Network 12 – 12.15

7. Professional Networks 12.15 – 12.30

8. Email Marketing 12.30 – 1

9. Lunch 1-2

10. Google Ads 2 – 2.30

11. PR 2.30 – 3

12. The Sign-up Process 3 – 3.30

13. Conversion Process 3.30 – 3.45

14. Referral Process 3.45 - 4

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2. Who to target?

DohertyWhite2. Who to target?

• Who is your ideal pilot customer?• Someone you know ? • Personal or professional contacts?• Profile of first pilot - what is their

• Industry?• Type of Organization• Role(s) - Personas?

• Do you know any individuals who fit? Can you prepare a list of names?• Could you get me a list of email addresses? E.g. Business.ie

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Do they need to be technically capable?Do they have to have a budget?Authority – do your contacts need to have seniority?

ReferencabilityBig companyWell knownProvide case study

Making product workTrustCooperationFlexibilityWorkthrough teething issues

Characteristics you look for in pilot customers ...

2. Who to target?

Remember, you may need to convince more than one person at a target organization...

DohertyWhite2. Who to target?

• Create “Personas” for your top 3 target customers• They are “archetypes” representing 80% of your target visitors• Use them as way to describe and understand those customers

OscarRole: Sales managerOrganization: SMEAge: 45Goals: have easy access to prospect information 24/7; get better quality leads; better pipeline

NoraRole: Marketing managerOrganization: multi-nationalAge: 32Goals: manage multiple channels; drive awareness of the company; produce more and better quality leads.

LiamRole: IT managerOrganization: SMEAge: 31Goals: reliability and availability; simplified architecture; security; cloud-based infrastructure

Contents DohertyWhite

Scenario Time1. Intro – Why your first customers are so important 10 -10.30

2. Who to target 10.30 – 10.45

3. Define Your Pitch 10.45 – 11.15

4. The Product Launch Plan 11.15 – 11.30

5. Website 11.30 – 12

6. Personal Network 12 – 12.15

7. Professional Networks 12.15 – 12.30

8. Email Marketing 12.30 – 1

9. Lunch 1-2

10. Google Ads 2 – 2.30

11. PR 2.30 – 3

12. The Sign-up Process 3 – 3.30

13. Conversion Process 3.30 – 3.45

14. Referral Process 3.45 - 4

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3. “What are we selling?” Your pitch

DohertyWhite3. Define Your Pitch

Need it …

• When talking to prospects

• On your website

• On Landing pages

• In Email campaigns

• On Brochures

• In your PR

DohertyWhite3. Define Your Pitch

For <target customers>

Who are dissatisfied with <current market alternative>

Our product is a <new product category>

That provides <key problem solving capacity>

Unlike <the main product alternative>

We have assembled <key ‘whole product’ features for your

product’s specific area of application>

DohertyWhite3. Define Your Pitch

Value Propositions• From the outside, a lot of products and services look the

same to their potential customers.

• The more complex the product or service, the harder it is for buyers to understand how to differentiate between the available options.

• You have make it easy for buyers to quickly understand how you can help them and why you are better than your competitors.

• You do this by defining a clear and compelling Value Proposition aka your pitch

DohertyWhite3. Define Your Pitch

The Product

The Service

The way we deliver our product or and service, our skills and expertise

Other elements that our customers value – easy to do business with, reliable, innovative, thought leaders,

trustworthy

Contents DohertyWhite

Scenario Time1. Intro – Why your first customers are so important 10 -10.30

2. Who to target 10.30 – 10.45

3. Define Your Pitch 10.45 – 11.15

4. The Product Launch Plan 11.15 – 11.30

5. Website 11.30 – 12

6. Personal Network 12 – 12.15

7. Professional Networks 12.15 – 12.30

8. Email Marketing 12.30 – 1

9. Lunch 1-2

10. Google Ads 2 – 2.30

11. PR 2.30 – 3

12. The Sign-up Process 3 – 3.30

13. Conversion Process 3.30 – 3.45

14. Referral Process 3.45 - 4

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4. Product Launch Plan

DohertyWhite4. Product Launch Plan

Objectives

“Who” - Target buyers

“What” - Value Proposition

“Who else” -Competitors

Route to market

“How” - Select activities

Time-boxed

Targeted

Monitoring

Integration

Repetition

Actual vs. Planned

Objectives delivered

Input to next period

DohertyWhite4. Product Launch Plan

Website

Personal Network

Professional Network

Email

Google ads (PPC)

PR

DohertyWhite4. Product Launch Plan

23

Wk1 Wk2 Wk3 Wk4 Wk5 Wk6 Wk7 Wk8 Wk 9 Wk10 Wk11 Wk 12

Activity 3

Activity 4

Activity 6

Activity 5

Activity 2

Activity 7

Activity 8

Activity 9

Activity 1

Activity 10

1

2

3

4

5

67

8

9

10

• Multi-touch promotion• Synchronize your

activities so they lead up to one point e.g. a launch event

Contents DohertyWhite

Scenario Time1. Intro – Why your first customers are so important 10 -10.30

2. Who to target 10.30 – 10.45

3. Define Your Pitch 10.45 – 11.15

4. The Product Launch Plan 11.15 – 11.30

5. Website 11.30 – 12

6. Personal Network 12 – 12.15

7. Professional Networks 12.15 – 12.30

8. Email Marketing 12.30 – 1

9. Lunch 1-2

10. Google Ads 2 – 2.30

11. PR 2.30 – 3

12. The Sign-up Process 3 – 3.30

13. Conversion Process 3.30 – 3.45

14. Referral Process 3.45 - 4

DohertyWhite5. Website

•Explains how to make sites more usable.•Helps you avoid basic errors.•Main message - when we look at a web page it should be obvious, self-evident. Don’t use text, graphics or layouts that cause unnecessary delays or confusion.

•If you follow Steve Krug’s advice you have a better chance of steering visitors to what you want them to do and see.

DohertyWhite5. Website

Purpose of Website•To generate sales leads •To generate sales

Source: DemandBase and Focus.com 2011 Survey of B2B IT and marketing professionals

DohertyWhite5. Website

• Call To Action – understand what that means• Encourage sign-ups – use home page, all internal pages• Understand search patterns – use Google keyword tool so you can

identify phrases to target• Use Landing Pages for your recruitment campaigns

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87%Description of service/products

Which Industries You Serve

Success stories / case studies

Professional website design and presentation

About us / biographies

Client list

Online resources/content (white papers etc.)

News items

Podcasts or audio content

Top 10 Website Elements – rated “Important/Extremely Important

87%

Video or online presentations

78%

73%

69%

64%

64%

60%

57%

47%

40%

Source: “How clients buy 2009 Benchmark Report”, RainToday

5. Website

DohertyWhite5. Website

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Example landing page layout

DohertyWhite5. Website

Bring people (traffic) to

your website

Persuade them to sign-up for a

Free Trial

Persuade them to pay for your

service

Convince them to renew each year –

retain your customers

Traffic Conversion Subscription Retention

Traffic Conversion Subscription Retention

Contents DohertyWhite

Scenario Time1. Intro – Why your first customers are so important 10 -10.30

2. Who to target 10.30 – 10.45

3. Define Your Pitch 10.45 – 11.15

4. The Product Launch Plan 11.15 – 11.30

5. Website 11.30 – 12

6. Personal Network 12 – 12.15

7. Professional Networks 12.15 – 12.30

8. Email Marketing 12.30 – 1

9. Lunch 1-2

10. Google Ads 2 – 2.30

11. PR 2.30 – 3

12. The Sign-up Process 3 – 3.30

13. Conversion Process 3.30 – 3.45

14. Referral Process 3.45 - 4

DohertyWhite6. Personal Network

Who do you know that will get you to Mr. Big?

Mr. Big

Contents DohertyWhite

Scenario Time1. Intro – Why your first customers are so important 10 -10.30

2. Who to target 10.30 – 10.45

3. Define Your Pitch 10.45 – 11.15

4. The Product Launch Plan 11.15 – 11.30

5. Website 11.30 – 12

6. Personal Network 12 – 12.15

7. Professional Networks 12.15 – 12.30

8. Email Marketing 12.30 – 1

9. Lunch 1-2

10. Google Ads 2 – 2.30

11. PR 2.30 – 3

12. The Sign-up Process 3 – 3.30

13. Conversion Process 3.30 – 3.45

14. Referral Process 3.45 - 4

DohertyWhite7. Professional Network

• Associations e.g. IMDA, Irish Hotel Federation, SFA• Professional Bodies e.g. Institute of Chartered Accountants• Chambers of Commerce• Women in Business• University Alumni Association• LinkedIn – groups, alumni, business associations• Facebook ?

Contents DohertyWhite

Scenario Time1. Intro – Why your first customers are so important 10 -10.30

2. Who to target 10.30 – 10.45

3. Define Your Pitch 10.45 – 11.15

4. The Product Launch Plan 11.15 – 11.30

5. Website 11.30 – 12

6. Personal Network 12 – 12.15

7. Professional Networks 12.15 – 12.30

8. Email Marketing 12.30 – 1

9. Lunch 1-2

10. Google Ads 2 – 2.30

11. PR 2.30 – 3

12. The Sign-up Process 3 – 3.30

13. Conversion Process 3.30 – 3.45

14. Referral Process 3.45 - 4

DohertyWhite8. Email marketing

• Use an email service provider – Mailchimp, ConstantContact etc.• Build your list – a list of emails from your target group• Design your email so it looks professional• Offer either (1) Pilot sign-up or (2) content e.g. a White Paper• Or carry out a survey e.g. “Your use of Technology X”, offering something in return• When someone clicks, bring them to a landing page• Plan what your response should be – phone call, email, other ..

Contents DohertyWhite

Scenario Time1. Intro – Why your first customers are so important 10 -10.30

2. Who to target 10.30 – 10.45

3. Define Your Pitch 10.45 – 11.15

4. The Product Launch Plan 11.15 – 11.30

5. Website 11.30 – 12

6. Personal Network 12 – 12.15

7. Professional Networks 12.15 – 12.30

8. Email Marketing 12.30 – 1

9. Lunch 1-2

10. Google Ads 2 – 2.30

11. PR 2.30 – 3

12. The Sign-up Process 3 – 3.30

13. Conversion Process 3.30 – 3.45

14. Referral Process 3.45 - 4

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9. Lunch

Contents DohertyWhite

Scenario Time1. Intro – Why your first customers are so important 10 -10.30

2. Who to target 10.30 – 10.45

3. Define Your Pitch 10.45 – 11.15

4. The Product Launch Plan 11.15 – 11.30

5. Website 11.30 – 12

6. Personal Network 12 – 12.15

7. Professional Networks 12.15 – 12.30

8. Email Marketing 12.30 – 1

9. Lunch 1-2

10. Google Ads 2 – 2.30

11. PR 2.30 – 3

12. The Sign-up Process 3 – 3.30

13. Conversion Process 3.30 – 3.45

14. Referral Process 3.45 - 4

DohertyWhite10. Pay-per-click ads

These kinds of ads are called “Pay per click” – get them on Google and Bing How it works – tell Google that if someone searches on “phrase” they are to show

your ad; if someone clicks on your ad, then they are brought to a Landing Page You only pay when someone clicks; you know in that case that they were

searching on a relevant term for your business Keyword selection – find all the relevant words and phrases Write your text ad - offer “Free sign-up, this month only” Bring visitors to specially designed Landing page When they register, think through the follow-up e.g. Email, phone call ... Store the contact details ! OnePageCRM, ZohoCRM, your email system, Excel ...

Your ad here

Contents DohertyWhite

Scenario Time1. Intro – Why your first customers are so important 10 -10.30

2. Who to target 10.30 – 10.45

3. Define Your Pitch 10.45 – 11.15

4. The Product Launch Plan 11.15 – 11.30

5. Website 11.30 – 12

6. Personal Network 12 – 12.15

7. Professional Networks 12.15 – 12.30

8. Email Marketing 12.30 – 1

9. Lunch 1-2

10. Google Ads 2 – 2.30

11. PR 2.30 – 3

12. The Sign-up Process 3 – 3.30

13. Conversion Process 3.30 – 3.45

14. Referral Process 3.45 - 4

DohertyWhite11. PR

PR is free, and really effective But ... to get coverage means you have to write something interesting and/or local Can issue a press release publicising your new product Or could promote a seminar, or a product launch Or you could carry out a survey and then publicise the results

Contents DohertyWhite

Scenario Time1. Intro – Why your first customers are so important 10 -10.30

2. Who to target 10.30 – 10.45

3. Define Your Pitch 10.45 – 11.15

4. The Product Launch Plan 11.15 – 11.30

5. Website 11.30 – 12

6. Personal Network 12 – 12.15

7. Professional Networks 12.15 – 12.30

8. Email Marketing 12.30 – 1

9. Lunch 1-2

10. Google Ads 2 – 2.30

11. PR 2.30 – 3

12. The Sign-up Process 3 – 3.30

13. Conversion Process 3.30 – 3.45

14. Referral Process 3.45 - 4

DohertyWhite12. Sign-up Process

Follow-up all leads within 24 hours It’s in your interest to get them to sign-up so make an effort Help during sign-up and test – use webinars, even call round for the first few Do not let them work it out for themselves Provide someone for them to contact 24/7 – these are your pilot customers so it’s worth it Be prepared for a “4 touch” cycle – email, phone, email, email ... Record what you are doing – it can quickly get confusing Sketch out a workflow diagram showing how it should work

Contents DohertyWhite

Scenario Time1. Intro – Why your first customers are so important 10 -10.30

2. Who to target 10.30 – 10.45

3. Define Your Pitch 10.45 – 11.15

4. The Product Launch Plan 11.15 – 11.30

5. Website 11.30 – 12

6. Personal Network 12 – 12.15

7. Professional Networks 12.15 – 12.30

8. Email Marketing 12.30 – 1

9. Lunch 1-2

10. Google Ads 2 – 2.30

11. PR 2.30 – 3

12. The Sign-up Process 3 – 3.30

13. Conversion Process 3.30 – 3.45

14. Referral Process 3.45 - 4

DohertyWhite13. Conversion

Are they using your product? If you take it away will they miss it? Can they see the value they obtain e.g. Money saved, time saved, revenue generated? What will it take to get them to buy? How does your pricing compare with comparable systems? Does someone else need to sign-off on the purchase? How do you know they understand the value? How do you test pricing? Big difference in saying “would be interested” versus providing credit card details Can you handle a card payment?

Contents DohertyWhite

Scenario Time1. Intro – Why your first customers are so important 10 -10.30

2. Who to target 10.30 – 10.45

3. Define Your Pitch 10.45 – 11.15

4. The Product Launch Plan 11.15 – 11.30

5. Website 11.30 – 12

6. Personal Network 12 – 12.15

7. Professional Networks 12.15 – 12.30

8. Email Marketing 12.30 – 1

9. Lunch 1-2

10. Google Ads 2 – 2.30

11. PR 2.30 – 3

12. The Sign-up Process 3 – 3.30

13. Conversion Process 3.30 – 3.45

14. Referral Process 3.45 - 4

DohertyWhite14. Referral

Starting point – you have your first happy customer Will they give you a referral Why would they give you a referral? Can you incentivize them? E.g. 6 months free for every new customer? Can you offer something else? Value of offer should relate to value of customer e.g. If new customer worth 1k per year,

what “commission” will you offer to referrees? Examples: Perlico, ConstantContact, the Ecomist, Blueface ...

Contents DohertyWhite

Scenario Time1. Intro – Why your first customers are so important 10 -10.30

2. Who to target 10.30 – 10.45

3. Define Your Pitch 10.45 – 11.15

4. The Product Launch Plan 11.15 – 11.30

5. Website 11.30 – 12

6. Personal Network 12 – 12.15

7. Professional Networks 12.15 – 12.30

8. Email Marketing 12.30 – 1

9. Lunch 1-2

10. Google Ads 2 – 2.30

11. PR 2.30 – 3

12. The Sign-up Process 3 – 3.30

13. Conversion Process 3.30 – 3.45

14. Referral Process 3.45 - 4

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DohertyWhiteBonus advice

Presentation Zen

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Call to action!

Thank You

Automated Marketing That Drives Sales

michael.white@dohertywhite.com01 969 8029 / 07491 16689086 383 8981@michaelgwhitewww.dohertywhite.com

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