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Customer ProgramsCarlos F. Camargo
Senior Director Business Development &
Corporate CommunicationsJune 1999
Enterprise Marketing FunnelProspects
$$$
Get In:•Advertising•PR•Web Site•Trade shows
Get Evaluated:•Tech. seminars•White papers
“In”
“Considered”
“Evaluated”
“Selected” 3
5
8
10
Get Considered:•Case studies•Bus. solutions
Get Selected:•Sales tools•Sales training
Enterprise Marketing FocusProspects
$$$
Get In:•Advertising•PR•Web Site•Trade shows
Get Evaluated:•Tech. seminars•White papers
“In”
“Considered”
“Evaluated”
“Selected” 3
5
8
10
Get Considered:•Case studies•Bus. solutions
Get Selected:•Sales tools•Sales training
CustomerCustomerReferencesReferencesShould beShould beLeveragedLeveragedThroughoutThroughout
thisthisProcess!Process!
Leveraging Our Enterprise Customers’ Success
• Corporate– Customer Advisory Board
• R&D– Beta programs
• Sales– Sales presentations– Sales references (vertical markets)
• Investor Relations– Proof of success
Marketing Our Enterprise Customers’ Success
• Web case studies• Presentations for Marketing, ESP, PSO• Quotes for Web site & Direct Mail• Solution-focused advertising• Quotes & Case Studies for white papers• ICON, Seminar, & Tradeshow speakers• Vertical marketing
PRomoting Our Enterprise Customers’ Success
• Public Relations:– ‘Customer Sales Win’ press releases– ‘Case Study’ press releases– PR references– Quotes for press releases– ‘Success Stories’ pitched to publications– Vertical PR
How the Customer Program Works Today
Press ReleasesPR References
Quotes
Web Case StudiesPR References
Quotes
PublicRelations
AnneGreenlee
DirectSalesPSO
VisiBrokerMarketing
ToolsMarketing EIP
MarketingOEMSales
Executives
R&D ESP
Web
Marketing PresentationsAdvertisements
White PapersWeb Quotes
Sales Tools/ReferencesAnnual Report/Earnings
Limitations of Today’s Process
• Minimal Staffing --• No Sales or Executive involvement• No Marketing involvement in customer qualification or
in better leveraging references• Little incentive for customers to participate• PR has been reactive instead of pro-active• Very product- & tool-focused, not Inprise solutions• If customer says NO, process hits dead-end• Guerrilla & last-minute activities lead to customers
being used without their permission
Defining a New Process
• Need centralized team who coordinates ALL customer reference/testimonial activities– Everyone knows who is in charge of this program
• Need strong understanding of sales process and enterprise IT– Credibility/Involvement of Inprise Sales
• Direct Executive Involvement– Solve Problems -- able to talk to CEOs, CIOs, and
VPs
Defining A New Process…
• Corporate, enterprise, & solution-based– Inprise references, not product references
• Aligning program with marketing objectives, especially targeted verticals
• Offer strong incentive to customers to be involved• PR to focus on ‘Customer Win’ Press Releases &
pitched success stories• Database of happy Enterprise customers at fingertips• Enterprise & Product Marketing able to maximize these
customers and their solutions
InterviewCustomer
ParticipationPermission
Qualification
Customer Marketing Team
A Centralized Process...
DirectSales
OEMSales
ExecutivesVisiBrokerMarketing
PSO
ToolsMarketing
EIPMarketing
R&D
ESP
Web
DirectSales
OEMSales
Executives
PublicRelations
ProductMarketing
WebGroup
MarketingServices
InvestorRelations
EnterpriseMarketing
PSOESP
VerticalPrograms
International
InSite
Leveraging Our Customers’ Success
Customer Mktg. Team
SalesCustomer
Customer Marketing Team
• Based on Core Team concept, made up of:– VP of Enterprise Marketing– Full-time director or senior manager– Writer(s) and/or contractor(s) – Sales representatives– Product marketing and MarCom representatives– PSO representatives– ESP representatives– PR representatives