2. Marketing Goals
Positioning Zerion360 where customers are
Focus on being seen as relationship and resource
centric
Cohesive and consistent presence
Build network
Brand awareness
Sales Support
Client community
Lead generation
Pipeline Acceleration
3. Marketing Plan Vision
1 Year
3 Year
Lead database – what
works, what
doesn’t, best practices
Take branding voice of
Zerion360 and vision
and represent Zerion360
as already there
Focused on network
building and market
positioning
Increase in number of
national trade shows and
events attended
As network increases –
marketing campaigns
increase
Resource Centric
Established resource
blog
Marketing initiatives, i.e.
advertisement, targeted
at other markets
(national).
Events: Sponsorship at
local levels, attendance
to trade shows, hosted
webinars and seminars
Speaking engagements
and workshops in
community and trade
shows
4. Target Market
Who: C- Level Executives, Decision Makers, Small
and Midsize enterprises
• Industries: Aerospace and defense, engineering, construction
and operations, high tech, industrial machinery, professional
services, retail, and wholesale distribution
Where: Central Florida, Florida, Nationwide
• Key characteristics: Small business owners, concerned with
making their business more efficient and more successful.
Wants/needs: software that delivers – problem solving, advice
etc
5. Snapshots
SAP Marketing Award
Illumiti – Toronto
Site design – clean, c&c, bold
and professoinal
Links to industry specific
information on site
(accessibility and research
oriented)
About us section –
established
familiarity, builds
trust, affirms accessibility
www.illumiti.com
Competition (local)
Our strengths: Solid brand
representation through our site –
easy to navigate. Focused on
one product, specific industries –
easy to optimize content and
campaigns
Where we can improve: A 360
degree marketing plan across
multiple channels, community
involvement. Build up our
SEO, trade shows
Oracle and Microsoft (according
to PC Mag) are being
implemented and recommended
more than SAP
7. Telemarketing
Goals: Lead
generation, nurturing, brand awareness
B2B – highly targeted to decision makers. Build
calling lists through programs, trade association
publications, business searches, etc
Lead database: keep track
of calls, hot – warm –
cold rankings, and email
contact. Also be used to
track lead conversion
Follow up with branded
email containing white
paper / other relevant
nurturing aids
Utilize script, product
and industry specific
knowledge,
relationship centric,
client need centric
20% of time focused here
– 1 hour / 1.5 hours per
day
8. Lead Nurturing
Database – process, see what works, scoring
Ensures strategic and systematic process, know where lead
is at in process
Materials
E-mail
White papers
Case studies
Testimonials
Newsletter
Industry specific information
Leadership articles (blog)
Seminars
Demos
Videos
9. Sales Support
Sales materials –
Branded, both general and
industry specific.
Brochures, white
papers, case studies, etc
Lead generation and
nurturing – BANTS
assessment
Check-ins with sales team
to brainstorm about client
needs, common issues,
how we can meet needs
(monthly)
Lead database –
accessible to everyone.
Show where leads are in
cycle, when contact was
made, notes etc
Ensure that
sales, marketing, and all
other initiatives are
cohesive/consistent:
proper
branding, accessibility, etc
10. Blog
Goals: Resource centric, meeting client where
they’re going to be, SEO, Nurturing, Brand
awareness, Network building
Content generation: Relevant to small
businesses, business innovations, technology.
Blogging consistency: 1x week
Incorporate design thinking
into blog content – engage
customers before needs are
defined and explore unmet
needs
Cohesive and consistent, no
selling.
Build audience
through relevant
content, collaborative
blogging, series
Constant generation of blog
topics through “watching”
and “listening”
11. Blog
Blog Ideas / Content Generator
Series on big data in concurrence with speaking event at Citrus Club
Blogging series on outgrowing Quickbooks
Guest bloggers – leverage partners, Orlando business leaders
Branding 101 series
Web presence series
Benefits of ERM
Digital tools part in small business growth
Cost of ERM versus value of benefits
Innovation series – new ideas, latest tools, business trends (tech)
Mobility series
Why attend tradeshows – how to be successful, innovation at tradeshows etc
Small business spotlight – focus on Central Florida, can be clients, can be other
successful small businesses – goals is to present issues and how they addressed
them
NYTimes small business, Forbes SAP Branding
Voice, OBJ, Upstart, Mashable, “Listening” Channels: LinkedIn groups, Inbox
Q, Modern Distribution Management
12. Social Media
Facebook:
Statistically, most used
social networking site.
Going on in the
now, network
presence, easily access
testimonials, access to
blog, email list / newsletter
LinkedIn: Essential for B2B,
build network, “hearing”
through groups, part of
discussion in resourceful
way
**Ideal for all Zerion360
employees to be here –
accessibility**
Twitter: Going on in the
now – more frequent
postings versus
FB, connect
resources, “listening”, News
feed
Goals:
Relationship
centric, what’s
going on in the
now with
Zerion360, brand
building, essential
in 360 marketing
YouTube – Educational
videos and
demos, customer
testimonials, SAP branded
videos – quality over
quantity here. Embedded in
website, links available on
other sites
13. SEO and Web Presence
HAS TO BE HERE –
with search driven
consumers
Site Maintenance
Key phrases, build up
through blog, utilize
tools such as HitTail
and Google
Analytics, Focus on
quality. Search results
will go up with time and
consistency
Being apart of
conversations – using
backlinks. Our
resources used by
others. GOAL: Increase
in search
rankings, increase web
traffic, quality and
optimization, answering
relevant questions
(blog)
14. Advertising and Campaigns
Microsites/landing pages to track effectiveness
Events
Tradeshow / Expos - free e-book series, welcome into the Zerion360
community – computers/tablets for them to sign up right there and then as
an option
Referral Campaign – 5%, 10%, 15%
E-book Publication Campaign – Release as series or individually?
Information in change for downloads
Sponsorships
OBJ – 2014
Call to action – sign up, follow-up, invitation into the community
Dozens of advertisement options in both mobile and print, ranging from $1500 –
$12,000+
Readership stats: www.bizjournalsmediakit.com/websites/Orlando/
Events
Future – Airport, Business Journals in other hubs
15. Events
Goal: 1 hosted seminar – roundtable of business
leaders, leverage partners, and clients. 2014.
Leverage Lunch n’ Learn and expos at Citrus Club
– invite through email, telemarketing, social
networks.
Leverage above as “business innovations” events
Webinar – Leverage SAP and ASUG webinars.
Host our own – relevant topics, leverage
partners, q&a and discussion time period. 2014 –
2x year. Industry specific
Speaking engagements – Chamber of
Commerce, UCF and other local universities.
Long term: Trade Show speaker
16. Community Involvement and
Resources
Non-Profits
Make a Wish foundation sponsorship / volunteer days
Job Partnership sponsorship / volunteer days
Christian Help sponsorship / volunteer days
PR, social media channels
Local Sports Teams
Other Sponsorships Opportunities
Manufacturing Association ( macf.biz/wordpress/wpcontent/uploads/2013/05/Executive-Sponsorship-LevelsApplication.pdf )
Also in Central Florida – Security Systems
Association, Florida Association of Wholesale Distributions
(potential impact)
17. Community Involvement and
Resources
Small Business Resource Network
ASUG – Florida Chapter
Connects businesses with experienced
professionals, providers, and agencies
$500 annual dues
Along with application – need 3 customer testimonials
www.sbrn.org/network-directory.php
Zerion360 listed as a channel partner
Leverage opportunity
Orlando Regional Chamber of Commerce (Orlando, Inc.)
Benefits of membership: Business Leadership
Roundtable, Company Profile in EveryMonday, Placement in
Leadership Orlando (geared towards professional services)
$1,500 annual investment – other options available
18. Trade Shows and Expos
Goals: Lead generation, Brand
awareness, Networking
Small Business
Expo –
Miami, January
16th
www.thesmallbusinessexpo.com/Small_Business
_Expo.pdf
Sapphire NOW +
ASUG Annual
Conference June
3-5, 2014 –
Orlando
Industry Specific:
IMTS September
8-13, 2014 Chicago
Tech:
Interop – March
31 – April 4, 2014
– Las Vegas
19. Public Relations
Zerion360 goingons:
events, community
involvement, etc
SAP Business One
updates – leverage
co-branding
options
Accessibility –
website, social
media, media
channels
Specific around
speaking
engagements, ebook releases
OBJ contact
20. Analytics and Tools
Personal quarterly review
Campaign specific reviews –
emails, events, etc – utilize campaign
microsites
Goolge analytics
I.E. SlideShare – built in analytics
Response/audience to blog, social media
Lead database – see where leads come
from, what campaigns worked, how many
were qualified, how many sales qualified, how
many bought
22. In Review
Goals: Lead generation, Lead nurturing, brand
awareness, network building, resource and
relationship centric, positioning ourselves in
market
Focus on core needs and establish marketing
network to stand on for future endeavors
Keep track of leads through an accessible
database to measure success
Parking lot: Direct mailing
23. Timeline
October 2013
November 2013
Launch Marketing Plan
Build and maintain client and lead
lists
Create lead and marketing database
Decide on sponsorships and events
to attend
Hosted webinar/seminar planning
Client Christmas gifts
Big Data Lunch n’ Learn
Big Data blog series
December 2013
January 2014
Trade Show Blog Series
Miami Small Business Expo
February 2014
March 2014
April 2014
May 2014
June 2014
Sapphire NOW + ASUG Conference
July 2014
August 2014
September 2014
Interop
IMTS
October 2014
Hinweis der Redaktion
Decision makers contact information, BANTS rating, marketing qualified, etc, what business needs are you facing – blog ideas, relationship forming
Being a part of the discussion, accessible
Year planned out – concurrent with speaking engagements, events, and campaigns.
All members have linked in – accessibility Cohesive and consistentStatsBalance out going ons / central florida with postings that will be relevant nationwide (blog is a great tool!)
