Presentation by Wences Garcia of Marketgoo (http://www.marketgoo.com) at the WorldHostingEvent global. March 2013 in Rust, Germany: Millions of European (and worldwide) SMBs plan to increase their spending on cloud services in the next 3 years and upselling add-ons and cross-selling business applications are key to driving growth. Wences Garcia is the founder of MarketGoo, a internet marketing and SEO product company. In this presentation he would discuss about the key opportunities and challenges hosting and telco companies face to attack this mass market: - What´s the size of this opportunity? - How online marketing is perceived by SMBs - Why educating the customer is key - Why hosting is a commodity but online marketing is not - How small businesses value simpler products - When to create a consulting center? - How to deliver a all-ecompasing marketing strategy - and some more

1. 10 keys to upsell
your customer base of
SMBs with online
marketing
applications
Wenceslao Garcia

2. My name is Wences
• Founder and CEO of MarketGoo
• Former ISP and hosting
executive
• At the crossroads of Online
Marketing + Technology + SMBs

3. • Web Marketing
Tools
• We help your
customer to have a
successful website
• Partner with hosters
and providers

4. 1.SMBs
moving to
the cloud

5. They are moving
• SMBs want enterprise-level computing
power, applications, and services at prices they
can afford
• The applications SMBs say they are most likely
to add are search engine optimization, security
and health monitoring, and backup.

6. 2. What´s the
size of this
opportunity?

7. Worldwide web presence
• 19% growth (Europe)
Source: Parallels SMB Cloud Insights 2013

8. 3. How
online
marketing is
perceived by
SMBs

10. Web marketing is key
• You already host their website and even a
website builder
• Online marketing means business
– SEO is the main tactic
• For a small business, understanding SEO is a
crucial step
• SEO is a high-opportunity
• Customers want submission and tools to
improve visits

11. 4. SMBs trust in you

12. Trust
• They actually trust in you.
• SMBs rate hosting providers very high in
terms of the value they provide.
• Our outbound campaigns show a great
success rate when pitching the business
owner

13. 5. But you have to

14. Evolution
• Selling products Vs. selling solutions
• Focus on benefits
• Build a SMB specific strategy
• Don’t think of yourself as a utility, but a value-
added service provider

15. 6. Educate the
customer

16. Educate them
• SMBs will be attracted to the providers that
educate them the most before and after the
sale.
• Content: blog post, whitepapers, newsletters,
webinars, etc.
• Seed the market with online reports
benchmarking the website

17. 7. Products must
be …

18. Simplify
• Try before they buy
• Fremium models
• Non technical jargon

19. 8. Promotion

20. Promotion
• Cross-sell + Up-sell
• Create bundles
• Retention tool
• Outbound phone campaigns
= increase ARPU + Retention

24. 9. A service
center?

25. Service Center
• At some point, you may to create a place for
marketers
• Solutions may require a manage services
center

27. 10. Engage

28. Def: Engage
• To provide your customers with reasons
to keep thinking about you

29. Thank you!
www.marketgoo.com/partners
wences@marketgoo.com
Up-sell with Goo!