5. 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
7. How the Customer Program Works
Today
Press Releases
PR References
Quotes
Press Releases
PR References
Quotes
Web Case Studies
PR References
Quotes
Web Case Studies
PR References
Quotes
Public
Relations
Public
Relations
Anne
Greenlee
Anne
Greenlee
Direct
Sales
PSO
VisiBroker
Marketing
Tools
Marketing EIP
Marketing
OEM
Sales
Executives
R&D ESP
Web
Marketing Presentations
Advertisements
White Papers
Web Quotes
Sales Tools/References
Annual Report/Earnings
Marketing Presentations
Advertisements
White Papers
Web Quotes
Sales Tools/References
Annual Report/Earnings
8. 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
9. 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
10. 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
13. 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