Bayberry Consulting's Presentation on Digital Demand Generation to the Irish Medical Devices Association at a seminar in Galway in December 2009

1. Digital Demand Generation
10 December 2009

2. Agenda!
• Introductions – who we are"
• The relevance of digital marketing to IMDA members"
• Context - a 3-phase approach"
• Why the focus on Digital Demand Generation?"
• The Digital Marketing tool set"
• Bringing it all together – B2B Demand Generation"
• Wrap-up!

3. Who we are, what we do!
• Strategic consulting and business advisory focused on growth !
• Marketing, sales, and product management"
• Focused on complex technology sales "
• International experience"
• World-class clients – e.g. Misys, Tsys, Elavon"
• Recognised expertise – Forrester, Gartner, Irish Software Asssociation"
• Medical Device sector experience – Heartsine, Ircona etc."
• We work fast and deliver value early and often"

4. Digital Demand Generation for Medtech firms!
Strategic Objectives!
• Need for scale – scaling revenue, scaling profitability, geographic reach"
Sales environment!
• Complex technology products"
• Complex sales processes"
• Finite promotional budgets and resources "
Challenges!
• Not sure which promotional spend produce sales/results"
• Not always confident in sales forecasts"
• Sales process is unpredictable"
• Sales success depends to an extent on individual sales staff"
Want to ….!
• Increase repeatability"
• Improve ability to forecast"
• Enter new markets "

5. We suggest you address these issues through…!
• An ʻoutside-inʼ understanding of your customers, not
ʻinside outʼ view typical of B2B technology firms"
• A repeatable process to market, sell and deliver
needs-oriented solutions to the market"
• Effective enablement of your sales team (including
distributors) as the first step in the process"
• Creation of a ʻdemand generationʼ machine that
feeds these sales teams"
• An emphasis on digital marketing to generate this
demand"
• Developing well thought-out processes to qualify and
manage the demand so it converts to sales!

6. Questions you should ask …!
• Do you know influencers and decision makers in the buying process for your
product and do you reach them early enough?"
• Are your marketing methods geared towards how corporate buyers or end-
consumers use the Internet for medical research?"
• Is your product proposition aligned to the needs of consumers and influencers?"
• Is your product marketing driven by a product expert or the market needs?"
• Do you know the decision influencers in the buying process?"
• How to justify marketing spend in a cost-conscious market?"
• Will prospects recognise themselves when they read your collateral, see your
advertisement campaign or visit your website"
• Where else will they get information about you?"
• What do you want them to do next?"

7. Know Your Buyers and Influencers!
Routes to Market!
• End-use markets: patients, doctors (hospitals, private, clinics)"
• Channels: direct-to-doctor, medical supply companies, distributors,
hospital buyers (& group purchasers), OEM channels"
Influencer Dynamics!
• Whatever the market, itʼs usually highly niche "
• Peer-to-peer endorsement is often key to acceptable"
• Patients are often secondary influencers"
Impact on Content!
• Identify your buyer personas"
• Be information rich, feed your infuencers"
• Continuing Medical Education, eLearning, become a thought-leader"
• Donʼt depend on tradeshows"

8. Our recommended approach!
1. Sales 2. Demand 3. Lead
Enablement! Generation Management
Focus for today’s
seminar

9. Digital Demand Generation!
Preparation Execution Results
i Buying Process – analyze the buying process and
improve its outcome to drive growth; make yourself easier
to buy from; gain earlier entry to the sales cycle, become a
needs influencer
i Select Demand Generation tool-set - Choose the
methods you’ll use to amplify messages and gain
mindshare – focus on online tools
i Set specific objectives and metrics – e.g. number of
opportunities to generate this quarter, based on how many
opportunities needed to hit revenue targets;
i Pick target segments/accounts: Identify where you think
those opportunities will come from
i Prepare demand generation program, emphasizing
online methods – web-site, search engine marketing, email
marketing, online PR and social media, content
i Capture and categorize contacts automatically, move
them smoothly through the buyer process

10. Digital Demand Generation!
Why the focus on digital demand gen?!
Your prospective customers will find you before you them.
• The majority of technology firms selling complex products succesfully use digital
marketing
• Even in a small, tightly defined market, if your customer doesn’t find you he will find
your competition
• The first place a prospect looks after contact is your web-site. What’s on your site
that would encourage them to move to a positive buying decision?

11. Digital Demand Generation!
Why the focus on digital demand gen?!
Paid search (Google pay-per-click) works for complex technology

12. Digital Demand Generation!
Why the focus on digital demand gen?!
• The key benefit is scale"
• Scale in demand generation, scale in revenue growth"
• Relying on direct sales, telesales and other traditional methods
imposes limits on growth"
• Digital B2B demand generation can be scaled up effectively, at
relatively low cost"
• Can automate most of the initial steps"
• Easy to measure what outputs you get for each dollar input"
• Can optimize the lead qualification processes so that best use is
made of your sales team"
• Can automate follow-up of ʻlow scoreʼ leads that would normally be
discarded – 20% to 30% of these can be driven to sales quality
over time"

13. Digital Demand Generation!
Preparation Execution Results
Sales!
Digital Demand Generation
1. Revise 2. Generate content 3. Launch 4. Start Email 5. Generate PR
website based on to attract visitor Google pay-per- Marketing and online PR
buyer analysis, registrations click ads campaigns
add landing pages
6. Post to Corporate 7. Launch Search 8. Hardcopy Mail to 9. Telemarketing
Blog and Social Media Engine Optimization selected contacts qualification of warm
activities leads

14. The tools available!
‘Offline’ Online
• Print Ads • Web-site
• Direct Mail • Search Engine Optimization (SEO)
• Telesales •
4 PR Pay-per-click
Google
• Events/Tradeshows • Email marketing
• PR • Online ads
• Telemarketing • Online PR
• Brochures • Social Media
• Flyers • Webinars
• Newsletters / bulletins • eNewsletters
Use a mixture, but emphasize online tools

15. Digital marketing!
1. Your Website
2. Google pay-per-click advertising
3. Search Engine Optimization (SEO)
4. Online PR
5. Email Marketing
6. Social media marketing (Twitter, LinkedIn,
Facebook, blogs etc.)

16. Digital marketing!
1. The web-site
4 The most important marketing tool you have
4 A sales lead generation machine
4 Drive visitors to your site
4 Get them to take “Most wanted action” 4 Home page is the
4 Either ‘Buy Now’ (B2C) or ‘capture contact details’ (B2B) most important page
4 Structure, text
4 Give visitors plenty of
things to click on
4 Make downloads and
‘buy now’ offers
prominent
4 Look at competitor
sites for comparison
4 Check out
Hypertemplates.com,
other template sites

17. Digital marketing!
1. The web-site

18. Digital marketing!
2. Google pay-per-click (PPC) 4 Quick way to get traffic
to a site
4 Tell Google which search
terms you want to be
found for
4 E.g. show my ad when
someone searches for
‘graphic design donegal’
4 Only pay if someone
clicks on my ad
4 Create specific
‘landing’ page for the
ad
4 Avg. 50c per click, can
set maximum daily/
weekly budget
4 Can lock down by
geography, time, day

19. Digital marketing!
2. Google pay-per-click (PPC)
4 Set yourself as a business advertiser (2
mins)
4 Tell Google the words you want to be
found for – ‘keywords’
4 Write the ad that will appear
4 Tell Google how much you’re willing to
spend per day/month
4 Ad only shown when someone searches
for your word
4 Don’t pay unless they click on your ad
Success factors for Google PPC
4 Keywords you choose – make sure people are looking for them
4 Ad text – does it make people want to click
4 Your ‘landing page’ – make sure it’s matched to the ad, and that there’ some
kind of “call to action”

20. Digital marketing!
3. Search Engine Optimization (SEO)
4 You want to get found
without paying Google all
the time
4 ‘Organic’ or natural search
results
4 How do you get to the top?
4 Main element – good
‘content’ – information
4 A site that people find
useful

21. Digital marketing!
3. Search Engine Optimization (SEO)
4 On Page – stuff you put on
your web-site
4 Off Page – links from other
people/sites to you
On page Off page

22. Digital marketing!
3. Search Engine Optimization (SEO) – On Page
4 First, choose your
“key words”
Page Title 4 Then for each
page . …
URL
Header tags
Text, internal links, bold
Page description text

23. Digital marketing!
3. Search Engine Optimization (SEO) – Off Page
4 A link: www.mycompany.com
4 Anchor text: software systems
4 Links should be from other good sites
4 To get links, provide information/content
that people think is valuable and should be
shared

24. Digital marketing!
4. Online PR
4 PR is the most cost-effective form of marketing
4 Generate €1000s worth of coverage
4 Seen to be more credible than standard ads
4 Some basic rules – ‘Man bites dog’, Inverted Pyramid, ‘who,
what, when, where and why’, include a photo etc.
4 But … now also has an online element
4 Should ‘optimize’ each press release so that (a) it
highlights particular keywords and (b) has embedded links
that link back to your web-site
4 Should also issue to Twitter, RSS feeds, blog, other sites
etc. as part of your PR release process (more later …)
4 Test using graphics, video embedded in releases

25. Digital marketing!
5. Email Marketing 4 Do not spam
4 But do regularly email contacts
who have ‘opted in’ to
Email communications
4 91% of internet users use email
4 Cost effective, broad reach
4 First, build your list
4 Next, draft your email
Reply
4 Keep it short
Visit 4 “Call to action”
4 Test every element
4 From & Subject – determine
whether email is deleted or
SPAM
opened
4 Certain words will attract spam
filters e.g. ‘Free’

26. Digital marketing!
6. Social Media Marketing

27. Digital marketing!
6. Social Media Marketing
4 Twitter, LinkedIn, Facebook, Yammer, blogging, video….
4 Interactive rather than one way communication
4 Now everyone can contribute, write, edit, shoot video, record audio
4 People/customers can talk back, engage, ask questions
4 Generate interesting stuff people want to see, read, hear
4 You’ll get more web traffic, visitors, business
4 Three modes : Publish, Share, Network

28. Digital marketing!
6. Social Media Marketing
Blogs
4 Why? Lets your prospects know what it’s like to work with you before
they become customers
4 Allows readers to provide feedback
4 Can paste in YouTube videos, SlideShare slides
Approach
4 Decide who you’re targeting
4 Mix of entries – news,
opinion, video, photos,
informative
4 Basic, medium and rich
posts, light & heavy
4 Strong headlines
4 Pick a posting schedule

29. Digital marketing!
6. Social Media Marketing
Video
4 Video yourself, a colleague,
a customer
4 Home-made is good
4 Relate to your business – e.g.
“how to use the latest
version of our product”
4 Post it on YouTube
4 Link to YouTube from your
website, blog, Twitter ….

30. Digital marketing!
6. Social Media Marketing
Twitter
4 What: Listen, Tweet, Respond
4 Why?: Traffic to your website,
inbound links, leads, sales
4 How: 140 character “tweets”
4 E.g. press release headline
4 Can also insert links to stuff you
like/find interesting
4 Follow others e.g. customers,
influencers
4 Make your tweets useful e.g. links
to web-site, video, news item
4 Tweet about good stuff your
business is doing
4 Customer service

31. Digital marketing!
6. Social Media Marketing
LinkedIn
4 Business or private
4 Use your network to
promote what you do
4 Search for contacts at
particular companies
4 Join new groups with shared
interest
4 Create a group and
encourage people to join
4 LinkedIn ads – very targeted
(role, location)
4 Tip: build out your profile
info

32. Digital marketing!
6. Social Media Marketing
Facebook
4 Why do you care? -over 200 million
active users
4 Lots of your customers
4 3rd most trafficked website Facebook
4 Get found, promote your stuff, 4 Try Facebook ads
connect with others 4 11 targeting factors
4 Get started: Set up a personal 4 Includes location, age, birthday, sex,
profile first workplace, education and interests
4 Join networks 4 So, could run ads to women only in 30
4 Set up a business page second to 40 age bracket in your area to test
4 Put links to your facebook pages on the results
emails, web-site, …. http://www.facebook.com/marketing
4 Facebook ads

33. Digital Demand Generation!
Preparation Execution Results
Scale, Visibility, Awareness, Sales
• Scale - in demand generation, scale in revenue growth
• Scale - Repeatable, scalable, demand generation and sales
processes
• Visibility - visibility of how prospects move through your
buying process
• Visibility of upcoming RFPs, tenders at an earlier stage
• Awareness of company amplified in the Networked
marketplace
• Awareness of company in the market as a thought leader
and a needs-influencer
• Sales - Increased number of opportunities, inclusion on more
shortlists, improved conversion through new approach
Final stage in the process is still based on human interaction
– the sale will always be made face to face

34. 3. Lead Management!
Lead
Management

35. 3. Lead Management!
Agree definition of qualified lead!
Initial contact details, not meeting basic criteria, bogus
Score = 1 information, no real interaction
Contact details valid, company details valid, but low
Score = 2 expectation that it will become a lead
Details valid, lead is of interest, but doesn’t meet all
Score = 3 criteria for a Sales Qualified Lead
Lead meets all the criteria specified to be a Sales Qualified
Score = 4 Lead
Hand off
Lead meets all the criteria specified to be a Sales Qualified To Sales
Score = 5 Lead, plus we have indication that they are seriously
engaged and/or have shown interest in Information Mosaic

36. 3. Lead Management!
Start ‘closing the loop’
Google Web Events Email Telesales
Score = 1 Not a fit
Score = 2
Nurture 2s
and 3s
Score = 3
Handoff to Sales
Returned Prospects
Sales- Score = 4
generated
leads and Score =
Score = 5
existing 5
clients
$€£

37. Recap – why Digital Demand Generation?
Makes business sense
4 More cost effective – you can see what you get for your money
4 Greater impact – you can market to 1000s for same price as 100s
4 Scale – you can automate significant parts of the demand generation
process
4 Greater impact - you can look like IBM for little outlay
4 Competitive imperative – your competitors are doing it
Buyer behaviour
4 Companies purchasing processes are changing
4 More people involved in the purchase decision, takes longer – a complex
B2B sale
4 Start research by looking on the web, not at tradeshows or waiting for
vendor to call them

38. Bringing it all together!
1. Sales 2. Demand 3. Lead
Enablement! Generation Management
Focus for today’s
seminar

39. Wrap-up!
Useful Resources
4 www.marketingsherpa.com
4 www.hubspot.com
4 www.marketingprofs.com
4 www.raintoday.com
4 www.forrester.com – Analyst Laura Ramos
4 Larry Chase’s “Web Digest for Marketers”
4 Newsletter - “Who’s blogging what”
Suggested books
4 “New rules of marketing and PR” by David Meerman Scott
4 “Email marketing for dummies”

40. Contact us at:!
^ Email: ! info@bayberry.ie!
Tel: ! + 353 1 282 7103!
Email: ! simon.rogals@bayberry.ie!
Mobile: + 353 87 850 4941!
Email: paul.kennedy@bayberry.ie!
Mobile: + 353 87 6468390!
Email@ michael.white@bayberry.ie!
Mobile: +353 86 383 8981!
Visit us at www.bayberry.ie!