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DIGITAL MARKETING 5 STEPS TO TAKE YOUR SOLUTION MARKETING TO ANOTHER LEVEL, AND GROW YOUR
BUSINESS Philip Scott, Director @ Pipefuel
| DIGITAL MARKETING 5 STEPS TO TAKE YOUR SOLUTION MARKETING TO ANOTHER LEVEL, AND GROW YOUR BUSINESS
WHAT’S CHANGED WITH YOUR CUSTOMERS?
STEP
1. /
of buyers research
online before making
big purchases
81% 65%
of B2B buyers
engage a sales rep
after they’ve made a
purchase decision
80%
of business decision-
makers prefer getting
information from a
series of articles rather
than an advertisement
57%
of the decision process
is done before B2B
buyers engage with
sales
Selling via relationships is important, but so is an online presence.
| DIGITAL MARKETING 5 STEPS TO TAKE YOUR SOLUTION MARKETING TO ANOTHER LEVEL, AND GROW YOUR BUSINESS
Benchmark your online performance and receive monthly tips with MAYA.
It’s free!
TIP 1.
TIP 2.
Download the Top 50 Inbound Marketing Excellence Report
WHAT’S CHANGED WITH YOUR COMPETITORS? The top Microsoft Partners are often the top online marketers.
| DIGITAL MARKETING 5 STEPS TO TAKE YOUR SOLUTION MARKETING TO ANOTHER LEVEL, AND GROW YOUR BUSINESS
01. BUILD
WITH TEAM
Helps you build solutions
and your business
SELL
WITH TEAM
GO-TO-MARKET
WITH TEAM
Helps you differentiate
and reach customers
Pipefuel helps partners prepare their Solution to be GoToMarket Ready and
listed in the catalogue, so they can Co-sell with Microsoft.
Fulfil customer needs with
partner solutions from the
catalogue
02. 03.
WHAT’S CHANGED AT MICROSOFT? The One Commercial Partner program is the biggest restructure in Microsoft’s history:
| DIGITAL MARKETING 5 STEPS TO TAKE YOUR SOLUTION MARKETING TO ANOTHER LEVEL, AND GROW YOUR BUSINESS
Read this Microsoft blog.
What does One Commercial Partner mean for you as a partner in Australia
Be familiar with latest Microsoft Briefing and get your Solution ready.
One Commercial Partner Update September 2017
TIP 3.
TIP 4.
| DIGITAL MARKETING 5 STEPS TO TAKE YOUR SOLUTION MARKETING TO ANOTHER LEVEL, AND GROW YOUR BUSINESS
DEFINE YOUR VALUE PROPOSITION STEP
2. / Value proposition is:
• What makes your company special to your target audience
• It’s #1 in determining whether people will read more or contact you.
ASK YOUR TEAM THE 4 MAGIC QUESTIONS
TIP 5.
1.What do your customer love about your company?
2.What keeps them awake?
3.What would they change about your company?
4.What are competitors doing that clients wish you were doing?
| DIGITAL MARKETING 5 STEPS TO TAKE YOUR SOLUTION MARKETING TO ANOTHER LEVEL, AND GROW YOUR BUSINESS
Use the top answers to Q1 & Q2 to craft your Value Proposition
A good value proposition will have:
how you solve
a customer problem
specific benefits why buy from you
01. RELEVANCE DIFFERENTIATION VALUE
02. 03.
We can help you create a value proposition or you can read how to DIY on the Microsoft
Partner Website
TIP 6.
| DIGITAL MARKETING 5 STEPS TO TAKE YOUR SOLUTION MARKETING TO ANOTHER LEVEL, AND GROW YOUR BUSINESS
RXP is a leading digital services consultancy in the Asia pacific region. Our
consultants bring credibility, technical expertise and industry experience. We develop
digital solutions that un-level the playing field for our clients, modernise their
processes and improve their bottom line. Our combination of creativity, technology
and insights simplify the way people access services in the digital age.
PROS
• Specific benefits for the client
• Explains how they are different
• Region specific
CONS
• Long
• Vague - digital solutions
• No emotional hook
• Positioned below the fold
A better value proposition might be:
RXP gives you an unfair advantage over the competition and improves
your bottom line, by providing creative and insightful digital transformation
services, backed by 20 years enterprise experience.
Learnings from RXP Services value proposition
| DIGITAL MARKETING 5 STEPS TO TAKE YOUR SOLUTION MARKETING TO ANOTHER LEVEL, AND GROW YOUR BUSINESS
IDENTIFY YOUR AUDIENCE STEP
3. / Build buyer personas and their buying journey
TIP 7.
• Buyer personas help you identify and define the ideal customer.
• Buyer journeys identify the steps your customer takes to purchase your service
and how you’ll engage them each step of the way.
| DIGITAL MARKETING 5 STEPS TO TAKE YOUR SOLUTION MARKETING TO ANOTHER LEVEL, AND GROW YOUR BUSINESS
MEET
PIPPA Role: What do they do on a daily basis?
Goals: What are their ambitions and objectives?
Challenges: What do they worry about?
Company: What is the size of their company, and which industry do they operate
in?
People surrounding them: What is the team structure, and who are the
influencers?
Hobbies & Interests: What do they do for fun?
Demographics: Age; Family; Education
Purchasing behaviour: How do they gather information, how do they make
purchase decisions, what frustrates them about your industry, what questions do they
usually ask about your product or service, and what are the alternative solutions to
your products?
Pippa is one of RXP’s personas.
Product
Manager
| DIGITAL MARKETING 5 STEPS TO TAKE YOUR SOLUTION MARKETING TO ANOTHER LEVEL, AND GROW YOUR BUSINESS
Awareness Researches how to deliver better customer support to her customers.
RXP Attracts Digital Platform Trends Series of eBooks, blogs, webinars
Consideration Considers call centre and AI solutions. Decides on Chatbots.
RXP Converts Whitepapers, brochures, explainer videos
Decision Needs a partner. Choose RXP for reputation, experience and expertise
RXP Closes Case studies, presentations, guidance apps
Post-sale Wants to stay ahead of the competition.
RXP Delights Industry updates, roundtable events, newsletters, how to videos
PIPPAS
BUYER JOURNEY
TO FIND A
SUPERIOR
CUSTOMER
SUPPORT
SOLUTION
| DIGITAL MARKETING 5 STEPS TO TAKE YOUR SOLUTION MARKETING TO ANOTHER LEVEL, AND GROW YOUR BUSINESS
MARKET YOUR SOLUTION RXP’s recognised chatbots are topical and beneficial to the persona, so they offered a
downloadable eBook in exchange for the customer’s contact details. STEP
4. / TIP 8 To attract an audience online, exchange something they ‘value’ for their contact details.
| DIGITAL MARKETING 5 STEPS TO TAKE YOUR SOLUTION MARKETING TO ANOTHER LEVEL, AND GROW YOUR BUSINESS
They are now a lead
| DIGITAL MARKETING 5 STEPS TO TAKE YOUR SOLUTION MARKETING TO ANOTHER LEVEL, AND GROW YOUR BUSINESS
TIP 9. Promote your assets across your website,
email newsletters, seminars and email signatures
TIP 10. Go big on Social Promotion to reach your Audience.
Use key staff to post across all their social media platforms and accelerate
results with paid social media.
| DIGITAL MARKETING 5 STEPS TO TAKE YOUR SOLUTION MARKETING TO ANOTHER LEVEL, AND GROW YOUR BUSINESS
SEO optimising content drives more traffic for free
TIP 11.
The top position on the Search Engine Results Page receives 30% of total clicks
| DIGITAL MARKETING 5 STEPS TO TAKE YOUR SOLUTION MARKETING TO ANOTHER LEVEL, AND GROW YOUR BUSINESS
Nurture leads until they’re ready to buy
TIP 12.
Marketing Automation emails give your leads the information
they need as they progress down the buyer's journey.
| DIGITAL MARKETING 5 STEPS TO TAKE YOUR SOLUTION MARKETING TO ANOTHER LEVEL, AND GROW YOUR BUSINESS
RXP Campaign Results
* Before any email marketing or paid promotion.
20% conversion and 15 new contacts.
15 contacts x 30% sales close rate x $150,000 avg sale =
$750,000 return.
Monitor and Optimize your Return
TIP 13.
| DIGITAL MARKETING 5 STEPS TO TAKE YOUR SOLUTION MARKETING TO ANOTHER LEVEL, AND GROW YOUR BUSINESS
BUILD A WEBSITE THAT CONVERTS LEADS Partners spend money on great looking websites, but skip the steps of
attracting visitors and making sure visitors can easily convert into leads. STEP
5. / If your website looks great, but is not converting
2% per 1000 visitors then it probably needs optimising
TIP 14.
| DIGITAL MARKETING 5 STEPS TO TAKE YOUR SOLUTION MARKETING TO ANOTHER LEVEL, AND GROW YOUR BUSINESS
RXP’s Home Page • No value proposition visible
• Nothing to entice users to engage
• No easy way to contact the company
• The subpages are better, but still have room to improve
Let’s compare this to an Australian Microsoft Partner that developed
a solution, excelled at marketing and expanded globally.
| DIGITAL MARKETING 5 STEPS TO TAKE YOUR SOLUTION MARKETING TO ANOTHER LEVEL, AND GROW YOUR BUSINESS
Nintex Home Page
BEST PRACTICE
• Strong value proposition
• Multiple offers
• Easy to engage with the company
• All the information a buyer needs - clear and succinct with action points
QUESTIONS?
Philip Scott 0428 811 780 [email protected] www.linkedin.com/in/philipscottaustralia @Phil_Scott
TIP 16. Receive even more tips by downloading this presentation
https://goo.gl/sLRf5w