1. Marketing Best Practices for Partners FABRICE HENRION
2. Marketing is different in the OpenERP world You dont sell
the same as proprietary ERP integrators: you sell services, not
code. Blue ocean strategy: You cannot compete against a proprietary
ERP integrator by following his rules; you will lose because he can
invest more during pre- sale (whether it is in sales or in
development) because his ROI on code is x times higher than yours.
To win, you have to play differently. It is not harder, it is
different. Avoid the big mistake: Dont develop before selling.
3. 4 Rules1. Content generates leads2. Multi-channel
communication3. Communicate on achievement4. Leverage the OpenERP
brand
4. Rule #1: Content generates leads 4Best partners websites
have a lot of content:OpenERP.com visitors: doc.openerp.com: 63k
new visits/month(21%), Forum: 57k new visits/month (20%)Quality
Interesting Content: Singer Use Case: (http://slidesha.re/mQQloW)
500 views/months Pragtechs OpenERP vs Openbravo: Smiles Whitepaper:
5 prospects phone calls/day, 6 months after launch!
5. Rule #1: Content generates leads 5Integrate our content
automatically: Customer feedback on Twitter: http://bit.ly/nd4st1
Integrate our planet in your website through RSSPost content to
your website: Copy/paste our content Publish all your
documentsConvert visitors into leads: Content must be public to
attract visitors 1 page should do lead generation, all public pages
must link to that oneLead generation: Contact form to download
content Slideshare Pro accounts allows lead generation on content
http://paywithatweet.com
6. Rule #2: Multi-channel communication 6Create accounts for
your company on: Facebook page (not group), Twitter, LinkedIn,
Slideshare, Youtube Connect all these accounts together using their
plugins When you post on twitter, it is posted on all
othersCommunicate your achievements on your blog All your twitter
messages should link to one of your blog posts Your blog pages
should contain banners to your leads acquisition page in the side
columnExample: 1 blog post/month and 2 twitter posts/daybrings you
2,400 visits/month (stat: openerp.com)
7. Rule #3: Communicate on achievements 7Who are the most
famous partners? Those onesHow to be famous? Publish all your
developments on Launchpad Register your LP branch on
apps.openerp.com Create a blog post for every new module Set up
automatic information diffusion: register your branches on OpenERP
Apps, register your blog on OpenERP Planet (info in the partner
portal) Organize webinars to demonstrate your modules Announce your
achievements and diffuse using www.massmediadistribution.com (180
EUR)
8. Rule #4: Benefit from the OpenERP brand 8Use the OpenERP
momentum and brand: The OpenERP logo is famous. Put it on your
business cards and brochures. Place the OpenERP logo on your
homepage. Dont forget people get convinced on a product before
buying services: communicate mostly on the product, not on your
services. Write a meaningful partner description on openerp.com
that has an impact Since I am visible on the openerp.com website, I
get 2 prospect calls per day. MapControl, Cristhian Pires, CTO
9. Case Study: The eBay Connector with Bista SolutionsArticle
on partners blog (will be used to refer everything backto the
partner)Article on OpenERP Planet, links to original article on
partnersblog (ask your account manager)Article on OpenERP Blog,
with link to partners blog (ask youraccount manager)Video on
youtubeModule available on launchpad and referenced
onapps.openerp.comSearch relevant forum threads about the topic to
announceyour solution is available (dont forget to display a
signature,link to your article, and provide a clear way of
contacting you)
10. Case Study: The eBay Connector with Bista Solutions
(contd)MarketWire campaign to blast google news.Webinars of a demo
of the module, advertized on ourevents page Get all the
leadsCommunication through your and our social channels:twitter,
facebook, linkedinTalk with your Account Manager, he will help
youorganize this because it is also in his/our interest.
12. It works! (contd)Top contributors are overwhelmed with
demand.On Apps: CamptoCamp: 133, vauxoo: 80, akretion: 76,avanzosc:
74, zikzakmedia: 73, NaN-tic: 70, agileBG &Domsense: 51,
pexego: 44, Marco Dieckhoff: 40, Savoir-Faire Linux: 27Before even
finishing all the action items mentionedpreviously, Bista Solutions
already had spontaneousdemand knocking on their door.
13. Community Days TricksDuring these Community Days, the topic
was broughtspontaneously: Savoir-Faire Linux tips: Release modules
open source Specify your website in your launchpad name Specify
your website in your forum signature Specify your website in your
modules code and with only one static OpenERP page on their website
Vauxoo tips: Automatic social messages on achievements. Eg: Tweet
on every branch revision of l10n-mx
14. Why releasing your modules to the publicCounter-intuitive
at first, but more effective business-wisebecause otherwise: Nobody
knows you have a great module. You need an R&D budget superior
to the rest of the world or the community will do better. Free
feedbacks, free bug reports, free improvements lowers the costs,
you can leverage it with your customers + sales opportunity. If you
need us to upgrade, we are legally allowed to release it. Your
customers can do it independently from you: AGPL prevents
proprietary scheme.
