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Afri-Tech 2011 Digital Strategy 101
1. ChristopherâŠHarmon
Principal
theBATstudio
chris@thebatstudio.com
linkedIn:âŠh=p://www.linkedin.com/in/cjharmon
twi=er:âŠcjharmon
Digital Strategy 101 for SaaS
Lessons from the Front Line:
⢠Building a Brand Platform
⢠3 Mistakes to Avoid
⢠3 Routes to Success
AFRI-TECH SUMMIT 2011 | 1
2. Brand, Art & Technology
Strategy, design and interactive consulting that realizes
tangible business value.
⢠US-Based
ÂŽ
⢠80/20 US vs International
Clientele
⢠Recognized as a top-agency
by B2B Magazine
⢠10+ of top 20 SaaS Companies
⢠Virtual Organization
AFRI-TECH SUMMIT 2011 | 2
6. In Marketoâs first four years, they have
been averaging 400% year-on-year growth.
AFRI-TECH SUMMIT 2011 | 6
7. Digital Strategy 101 > Agenda
⢠Building a Brand Platform
ÂŽ
> A Peek at Brand Synthesis
⢠3 Mistakes to Avoid
> Learn from the mistakes of others
⢠3 Routes to Success
> Micro Case-Studies
AFRI-TECH SUMMIT 2011 | 7
8. Building a Brand Platform
ÂŽ
A Peek at Brand Synthesis
AFRI-TECH SUMMIT 2011 | 8
11. 3 Mistakes to Avoid
Learn from the mistakes of others
AFRI-TECH SUMMIT 2011 | 11
12. Mistake #1: The Belly Button
⢠95% of B2B companies focus on what they offer - not what the customer needs
⢠This results in
⥠Complex Messaging
⥠Rigid Business Models
⥠Nearer-term Plateaus
⥠Decreased Barriers to Entry
⢠B2B Buyers want you to:
⥠Speak to their unique pain
⥠Provide a clear and differentiated benefit
⥠Help sell-in to organization
AFRI-TECH SUMMIT 2011 | 12
13. Mistake #1: The Belly Button
⢠95% of B2B companies focus on what they offer - not what the customer needs
⢠This results in
⥠Complex Messaging
⥠Rigid Business Models
⥠Nearer-term Plateaus
⥠Decreased Barriers to Entry
AFRI-TECH SUMMIT 2011 | 13
14. Mistake #1: The Belly Button
⢠95% of B2B companies focus on what they offer - not what the customer needs
⢠This results in
⥠Complex Messaging
⥠Rigid Business Models
⥠Nearer-term Plateaus
⥠Decreased Barriers to Entry
⢠B2B Buyers want you to:
⥠Speak to their unique pain
⥠Provide a clear and differentiated benefit
⥠Help sell-in to organization
AFRI-TECH SUMMIT 2011 | 14
15. Mistake #2: Image is Everything
⢠Yes it does... When youâre:
⥠Selling status
⢠B2B Buyers are driven by
⥠Reputation
⥠Results
⥠Price
Simple, straight-forward, clear messaging most often wins the day.
AFRI-TECH SUMMIT 2011 | 15
16. Mistake #2: Image is Everything
⢠Yes it does... When youâre:
⥠Selling status
⢠B2B Buyers are driven by
⥠Reputation
⥠Results
⥠Price
Simple, straight-forward, clear messaging most often wins the day:
AFRI-TECH SUMMIT 2011 | 16
17. Mistake #2: Image is Everything
⢠Yes it does... When youâre:
⥠Selling status
⢠B2B Buyers are driven by
⥠Reputation
⥠Results
⥠Price
Simple, straight-forward, clear messaging most often wins the day.
AFRI-TECH SUMMIT 2011 | 17
18. Mistake #2: Image is Everything
⢠Yes it does... When youâre:
⥠Selling status
⢠B2B Buyers are driven by
⥠Reputation
⥠Results
⥠Price
Simple, straight-forward, clear messaging most often wins the day.
AFRI-TECH SUMMIT 2011 | 18
19. Mistake #3: They Will Come
⢠In 2000
⥠First-to-Market meant something
⥠Cool still translated into statistically significant eyeballs
⥠Mid-Size brands could saturate with SEM / Banners
⢠In 2011
⥠SEO is a long-shot for most
⥠Time to market for a me-too can be less than 90 days
⥠âJoeâ can be a Brand Ambassador, or your Brandâs worst nightmare
⥠You cannot rely on a single channel
AFRI-TECH SUMMIT 2011 | 19
20. Mistake #3: They Will Come
⢠In 2000
⥠First-to-Market meant something
⥠Cool still translated into statistically significant eyeballs
⥠Mid-Size brands could saturate with SEM / Banners
⢠In 2011
⥠SEO is a long-shot for most
⥠Time to market for a me-too can be less than 90 days
⥠âJoeâ can be a Brand Ambassador, or your Brandâs worst nightmare
AFRI-TECH SUMMIT 2011 | 20
21. 3 Routes to Success
Micro Case Studies
AFRI-TECH SUMMIT 2011 | 21
22. Case Study One: SuccessFactors
⢠Step One > Getting the technology right
AFRI-TECH SUMMIT 2011 | 22
23. Case Study One: SuccessFactors
⢠Step One > Getting the technology right
⢠Step Two > Becoming a Marketing-Driven
Organization
AFRI-TECH SUMMIT 2011 | 23
28. Case Study One: SuccessFactors
⢠Step One > Getting the technology right
⢠Step Two > Becoming a Marketing-Driven
Organization
⢠Step Three > Grabbing Credibility
AFRI-TECH SUMMIT 2011 | 28
31. Case Study One: SuccessFactors
⢠Step One > Getting the technology right
⢠Step Two > Becoming a Marketing-Driven
Organization
⢠Step Three > Grabbing Credibility
⢠Step Four > Beat Event Horizon TImeline by
18 months
AFRI-TECH SUMMIT 2011 | 31
32. Case Study Two: 37Signals
⢠Step One > Point Solution Opportunity
⢠Step Two > Peer-to-Peer marketing
⢠Step Three > Just-in-Time
⢠Step Four > Avoid Distractions
AFRI-TECH SUMMIT 2011 | 32
33. Case Study Three: 37Signals
⢠Step One > Point Solution Opportunity
⢠Step One > Point Solution Opportunity
⢠Step Two > Peer-to-Peer marketing
⢠Step Three > Just-in-Time
⢠Step Two > Peer-to-Peer marketing
⢠Step Four > Avoid Distractions
⢠Step Three > Just-in-Time
⢠Step Four > Avoid Distractions
AFRI-TECH SUMMIT 2011 | 33
34. Case Study Three: Marketo
⢠Step One > Recognize the me-too
opportunity
⢠Step Two > Fly low, focus small
⢠Step Three > The âcultâure of the challenger
⢠Step Four > Dismantle the leader
AFRI-TECH SUMMIT 2011 | 34
43. Case Study Three: Marketo
⢠Step One > Recognize the me-too
opportunity
⢠Step Two > Fly low, focus small
⢠Step Three > The âcultâure of the challenger
⢠Step Four > Dismantle the leader
AFRI-TECH SUMMIT 2011 | 43
45. ⢠Build product development, marketing and
sales around user insights
⢠Set clear objectives and measure
performance
⢠Under promise and over deliver
AFRI-TECH SUMMIT 2011 | 45
46. ⢠Stay Micro-Focused on Your Brand Vision /
Core Purpose
⢠Invest in lead-gen and product over sales
⢠Create a âcultâure
AFRI-TECH SUMMIT 2011 | 46
47. ChristopherâŠHarmon
Principal
theBATstudio
chris@thebatstudio.com
linkedIn:âŠh=p://www.linkedin.com/in/cjharmon
twi=er:âŠcjharmon
Digital Strategy 101 for SaaS
Lessons from the Front Line:
⢠Building a Brand Platform
⢠3 Mistakes to Avoid
⢠3 Routes to Success
AFRI-TECH SUMMIT 2011 | 47
Hinweis der Redaktion
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Speak to each stage of Market Assessment\n
Speak to each stage of Brand Assessment\nVision - speak to Core Values, Core Purpose, BHAG, Vivid Description. \nPromise - speak to Cheskin Research Groups Positions of Meaning. \nPersonality - speak to Y&R\n
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Examples? EMC, Autonomy\n
Examples? EMC, Autonomy\n
Examples? EMC, Autonomy\n
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Step One > Point Solution Opportunity\n Step Two > Peer-to-Peer marketing\n Step Three > Just-in-Time\n Step Four > Avoid Distractions\n