Digital MarketingThe Cloud buyer and Modern partner marketing

Claudia MonteiroMichele PhungMicrosoft LNMIDC

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What will today give you:

Microsoft Partner Confidential

How to Get Started

Importance of Digital Marketing

LATAM Digital Marketing Situation

Importance of Digital Marketing

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Changing buying behaviors is making marketing a mission-critical function

Microsoft Partner Confidential

• “57% of B2B purchase evaluation is done without speaking to a human.” – McKinsey & Company

• “88% of business research is done online before purchasing offline.” – McKinsey & Company

“Marketing has become too important to be left just to the marketers.”

-Harvard Business Review

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The cloud buyer and market dynamics

Microsoft Partner Confidential

“In the past decade, what marketers do to engage customers has changed almost beyond recognition. With the possible exception of information technology, we can’t think of another discipline that has evolved so quickly.”

Harvard Business Review

• The customer journey is generally faster with cloud, so it’s important to streamline the process and get to quote fast

• There’s now a need for companies to build and nurture relationships with unknown buyers in varying stages of their journey

• Cloud messages around productivity, economics and pricing are resonating well

• Digital marketing is the bedrock of marketing efforts with content driven websites, SEO and social media at the core

• Use of specialist marketing agencies is key for many partners to bridge the marketing knowledge and manpower gap

LATAM Digital Marketing Situation

United Kingdom

Germany

United States

Japan

Western Europe: 4.99

CEE: 4.63

Middle East and Africa: 3.31

Latin America: 2.62ARG 2.84BOL 3.60BRA 2.64CHL 3.93COL 2.26CRI 2.34DOM 3.20ECU 3.33GTM 2.87HND 2.30JAM 4.40MEX 2.06PAN 2.42PER 2.00PER 3.10PRI 1.60PRY 2.90SLV 1.30TTO 3.80URY 2.76VEN 1.85

India: 4.48

India

France

WE HQ CEE HQ

MEA HQ HQ

United Kingdom: 4.31

Germany: 6.69

France: 4.13

United States

Canada: 4.32

Japan: 6.45

GCR

China

Hong KongTaiwan

Korea

Russia

Australia

Asia-Pacific: 3.37

How are Microsoft Partner performing on Digital?

*Research conducted with 1800 MR WW. Score ranges from 0 to 10Metrics: SEO, Pinpoint, O365 Syndication, Social Media, Web Responsive Design,

How to get started

Partners questions on Digital Marketing

1. How does it apply to my business?• Partners knowledge on Digital Marketing comes from B2C, not B2B/Channel.• Digital Marketing Industry experts and Marketing Agencies focus on B2C.

2. How do I make money?• How can Digital Marketing help me get more leads?• How does it relates to my Sales Funnel?

3. How do I get started?• Through Microsoft Packages and programs (Example: DigitalStride, Bing Ads, Social Port, PowerUP).• Leverage Channel Incentives/COOP/MDF that Microsoft makes available to partners (at least 20% on Digital

Marketing).

Digital Marketing Strategy and Planning

Web Site | Microsite | Landing Page

SEO (Search Engine Optimization)

SEM/PPC

Pinpoint Profile Optimized

Social Media

Office 365 Syndication Try/Buy

E-commerce Platform

Tele

Sales

Stage Activity Description

Web Site Host company site or landing page featuring Microsoft solutions

SEO Optimize web site to increase search discoverability

SEM/PPC Purchase search engine marketing/pay per click advertising

Pinpoint Optimize profile on Microsoft’s Partner Directory

Social Media

Leverage social channels to build community

Web Content Syndication

Add automatically updating content to your site and enable Try & Buy for Office 365

E-commerce

Sell online

Telesales Engage telesales team to follow up and close leads

AWARENESS

INFLUENCE

GENERATE LEADS & CROSS-SELL

CLOSE LEADS

Programs

Cloud Leads

www.digitalstride.com

Digital Marketing & Sales Funnel

www.digitalstride.com

Cloud customer target

Lower mid-market, upper SMB (cross industry)

Solutions

Years in the business

Dedicated marketers

Marketing spend as percentage revenue

Born in Cloud - Services, Business Consulting, Managed Services

Office 365 CRM Online Microsoft Azure

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Number of employees

20 1 12%

Modern Cloud Marketing Search engine optimization is way to

capture engaged prospects Websites, landing pages Leads move into CRM and customize

messages by customer Pinpoint – optimize like a web property Differentiator: Agility (experienced, but

small partner) Game of tenacity

Palmetto Technology Group

www.palmettotg.com

“Search engine optimization is way to capture engaged prospects”

- Reed Wilson, CEOMicrosoft Partner Confidential

Partner Success Story – Palmetto Technology GroupPTG sells cloud via SEO

www.digitalstride.com

Traffic Increase after Implementation

Organic Search

Direct Referral Social

Feb 1 - Feb 22, 2014

5,863 5,282 1,232 51

Jul 22 - Aug 21, 2014

7,130 6,743 2,156 103

% Increase 21.6% 27.7% 75.0% 102.0%

Microsoft Partner Confidential

Partner Success Story – Brasoftware

Results after DigitalStride implementation

www.digitalstride.com

“By implementing the search engine optimization techniques, and site improvements recommended through the DigitalStride program, we increased our site traffic by 66% and now customers are finding us rather than us having to find them.”

Giuliano TestoniOnline Marketing Strategy

Brasoftware

Pinpoint Marketplace

45%Of inquiries are from customers who are ready to buy

6.3M Visits to Pinpoint in FY14

1.2MCustomer referrals sent to partners this year

An open marketplace for Microsoft partners and developers to promote and sell Microsoft technology and Cloud solutions to customers, amplifying their pipeline of qualified leads.

www.point.microsoft.com www.pinpoint.microsoft.com

The New Pinpoint MarketplacePinpoint provides an open marketplace for Microsoft partners and developers to promote and sell Microsoft technology and Cloud solutions to customers, amplifying their pipeline of qualified leads.

• New version of Pinpoint on Sept 29th, 2014 with modern interface

• Higher quantity and quality of customer referrals

• Robust search and browse for customers to understand array of solutions and services offered.

• Coming soon: Partner performance measures become key factors in surfacing the right partner based on customer need

• Coming soon: Partners will be able to track customer referrals in a lead management system, supported by a new seller dashboard.

Understanding Pinpoint SearchKeywords, when entered by a customer during search, have the most weight, so ensure you are integrating the most accurate keywords to describe your business offerings as well as what words your customers use to search for your applications and services. When keywords are not entered, the next most important search factor is competencies, so ensure your profile is accurately updated to reflect your current competencies and partner program association.

Pinpoint Search is based on the following, in priority order• Keywords• Competencies• Response Rate: Coming Soon • Cloud Performance: NEW as of 9/29• Location• Ratings & Reviews• Profile Freshness: NEW as of 9/29

More at: http://aka.ms/PinpointResources

A free service for Microsoft partners that dynamically delivers fresh and valuable customer-facing content from Microsoft through partner websites

Microsoft Partner Confidential 16

Web Content Syndication

Gives credit to our partners for each transaction (as well as trials) initiated from their sites (partner of record)

Syndication of rich cloud content for Office 365 on the websites of our partners to drive awareness, demand and trial activity for our cloud products

https://readytogo.microsoft.com/es-la/paginas/syndicationfinder.aspx

Partner Marketing Center (PMC)• One stop for sales &

marketing tools, resources & services

• Customizable customer-facing digital marketing through web syndication

• Access to earned MPN logos to differentiate your business

• Events management for live seminars or online webcasts

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https://readytogo.microsoft.com/es-la/paginas/campaignfinder.aspx/

Commitment & Resourcing

Content

Infrastructure

Inbound Marketing Activities

Outbound Marketing Activities

• Marketing is an important business function

• Designated Marketing Lead (or Outsourced)

• Moderate rigor applied to execution• Annual marketing planning process• 1%+ of sales re-invested into

marketing

• Your Company’s Solution/Offering Content

• Product Information• Product Trial Links

• Website with Web Analytics• Email Marketing Provider• Social Channels: LinkedIn, Twitter,

Facebook, Word Press

• Search Engine Optimization / SEO• RTG Web Content Syndication with

Trial• Pinpoint Profile• Local Paid Listings• Bing/Google Geo Listing

• Email Marketing/Newsletter • Events• Community Engagement through

Social

• Thought Leadership Content (e.g. White Papers, Articles, Thoughtful Blog Posts)

• Marketing is a mission critical function• Marketing Team (or Outsourced)• Marketing execution & innovation is

integral part of company’s culture• Annual/quarterly marketing planning

process with monthly reviews• 10%+ of sales re-invested into

marketing• Marketing Automation Tool (e.g.

Dynamics or Marketo) Integrating Your Marketing Channels with CRM

• Paid Search / Search Engine Marketing

• Gated Content (Articles, White Papers, Slideshare)

• Paid Display & Retargeting• Industry Trade Shows / Conferences• Affiliate or Referral Marketing• Native Advertising • Mobile Advertising

• Vertical-specific Content• Case Studies / Customer Profiles• Offers & Incentives• Usage / Tips & Tricks Videos

• Marketing is a critical business function• Dedicated Full Time Marketing Lead (or

Outsourced)• Heavy/consistent rigor applied to

execution• Annual marketing planning process

with quarterly reviews• 5%+ of sales re-invested into

marketing• CRM System• Social Selling/Listening Tool (e.g.

rFactr or Sprinkler)• Campaign Mgmt. Tool (e.g. Demand

Base)• Responsive Web Design for Mobile• Rich Web Content (e.g. Video,

Infographics)• Campaign Landing Pages• Google Alerts/Twitter Alerts

• Recurring Webcast Series• Nurture Marketing• Social Selling• Ads: Online or Offline

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Detailed roadmapHow your marketing can progress over time

SophisticatedProgressiveFoundational