affiliated marketing resource guide

Final PresentationGabrielle Bicknell & Nicole Hannaway

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Intro

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Marketing Interns (CRM & Infrastructure)

Lisa - Marketing Advisor

Working directly with Sales

Our Role and Advisors

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To better understand clients needs, how and where we can find them and how we have been doing at reaching them compared to competitors.

Objective

Resource Guide 4

Initial ViewpointsInternal Marketing External Marketing

● Sharepoint● Dell Marketing Assets● Microsoft Dynamics Assets● Excel Ranking Spreadsheet

● Website● Twitter● LinkedIn● Google+● YouTube● Blogs

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Internal Resources

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Microsoft Dynamics Portal - Case studies DELL Portal - PowerEdge statistics

Third-Party Marketing Assets

Resource Guide Page 25 7

External Resourcesmisspelling

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Website

Blog YouTube

LinkedIn Twitter

SWOT Analysis

Resource Guide Page 5

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Challenge Didn’t have clear knowledge of buyer:Action

Sent out surveys to address motives, needs, wants

Surveys

Resource Guide Page 6, 7, 39-6110

Sent

CRM prospective 1090

CRM current 32

CRM lost 11

Sent

Infrastructure prospective

837

Infrastructure current 45

Infrastructure lost 26

SurveysProspective Infrastructure Client Survey

● Marketing Questions

● Mike’s Questions

● Product Questions Resource Guide Pages 39-44 11

Survey Statistics

● Prospective CRM client survey statistics

● Average Stats:○ 32.3% open*○ 6.3% click*

● Can’t boost stats by:○ following email

marketing recommendations Resource Guide Pages 44-47 12

*Denotes credited source

CRM purchases happen in Q2Infrastructure purchases happen in Q1 or Q4Clients became aware of Affiliated through eventsBest method of communication is emailEvent notifications and Webinars most valuable to

their roles and businesses

Key Findings

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Recommendations10 questions or less*Add incentives (Gift cards)*

Increases response rate by 10%*Narrow question focus Balance questions between industry specific and

Affiliated marketingFollow up with respondents*No $ sign in subject header*

Survey

Resource Guide Page 7 14*Denotes credited source

ChallengeInconsistent online presence

ActionDeleted TwitterRegular communication with Bill and Jennifer

Social Media


Recommendations

When B2B marketers invest in social media - it increases your brand exposure by 83%.*

Posting interactive social media Tues-Thurs from noon-5pm*Participating in Group Discussions on LinkedIn once a month

This could potentially gain new clients, website visits, and exposure to Affiliated

Actively share updates to VMware or Microsoft Dynamics CRM Have current employees share Affiliated updates to gain

more exposureLeverage Activity Calendar

Social Media


Activity Calendar

Resource Guide Pages 26-38 17

ChallengeFew to none for AffiliatedActionResearched how to’s and statistics

Flyers

18Resource Guide Pages 10-11

Recommendations● Keep in mind ROI is 2.5%* ● Handout a flyer take away of Affiliated when you host events

or a virtual flyer when you have a webinar. ○ Include key takeaways, have the Affiliated logo and

company information○ Use for Sales appointments

● Should be more image based*○ Use infographics*

Flyers


ChallengeLow on Social Media Platforms according to Bill

KamperNo website clicks from Microsoft PinPoint

ActionTalked to Jennifer about ways to improve links to our

page from Microsoft PinPointTop views for the website are for the home page,

case studies, and job search.

SEO - Search Engine Optimization

Resource Guide Page 12 20

is the process of affecting the visibility of a website or a web page in a search engine's unpaid results - often referred to as "natural," "organic," or "earned" results.

RecommendationHave more posting on LinkedIn or using Whitepapers and having our

employees share that to build more awareness. Look at our “organic search” for the website. A big concern is there is no pins

from Microsoft Pinpoint.Start to look for other directories where Affiliated could work with and be on. Adding the mail merge button in (that is a landing page)6 clicks then you lose someone*Quarterly meetings to review Google Analytics and the website click rates and

frequency. Include Bill Kamper in the meeting to walk you through the analytics to compare from previous quarters and months.

SEO


ChallengeLack of posts (6 Infrastructure posts, 3 new

posts from Mike) CRM blog link is brokenInfrequency

ActionResearched best practices

Blogs

Resource Guide Pages 13-14

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RecommendationsBe aware of the status of the links on sitePost once a month on a Thursday.* Post relevant and current updates with Affiliated, Case Studies, and Dell and

Microsoft content.Take the Case Studies and create them into blogs. Focus on how we

solved the problem.Use business friendly terminology, not just technical.Create a story around a pain point for the client. We want potential

clients to read it and be like “Yes that’s what I am trying to solve.”

Blogs


ChallengeTake a lot of time and research to writeActionCollected whitepapers from partners: Microsoft and

VMware

White Papers


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RecommendationsRepurpose White Papers from VMware and Microsoft and adjust to Affiliated

perspective/messaging Share one every 6 months through Emails, Website, Social Media Should be between 8-10 pages*Frequency: It Depends answer the following questions:*

How often does your industry change?

Are there news reports concerning your industry released often?

Do you have major changes in your products or services regularly?

White Papers


Email MarketingChallenge

Emails were more sales focused rather than marketing focused

Not specific nurture campaign timingActionDeveloped less sales-oriented messages (nurture

campaign)Researched the most effective practicesNurture vs. DripDrip is a little every single month Nurture is a designated 3 part emailResource Guide Page 17-20, 62-65

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Recommendations44% say sending emails on Tuesday results in better open rates*

53% have had the most success sending emails between 8 am and 12 pm*53% say Friday is the worst day for email open rates*● Subject Lines should be 6 or less words*

○ Avoid using CAPS or else it can be sent to Spam*○ 70% will stop after reading subject header*

● Content: Short and Concise and easy to scan*○ Start with a question and keep paragraphs less than 3 sentences

● Strong and clear no obligation Call to Action*● Include Social Media sharing buttons*

○ Increases click-through rates by 158%*

Email Marketing


AwarenessWeek 1

InterestWeek 2

TestimonialsWeek 3 1/2

Email Content - Nurture CampaignRecommended path


Lead Generation - Inside View


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Lead Generation - LinkedIn


Lead Generation - SalesLoft

Resource Guide Pages 68, 69, 71, 72 32

Salesloft Statistics


What I learned from this internship...

Conclusion

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Any Questions?

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