1. The 6 Keys to Bad Marketing for ICT considered purchases Mistake #2: Campaigns

2. www.CrosscutBay.com Crosscut Bay Pty Ltd 2014 All Rights Reserved Page: 1 of emails, articles, white papers, blog posts, LinkedIn groups and social media on how to do ICT marketing. These days, theres an avalanche 3. www.CrosscutBay.com Crosscut Bay Pty Ltd 2014 All Rights Reserved Page: 2 Most assume the same basic principals often repeated but seldom questioned. Maybe its time for some old ideas. 4. www.CrosscutBay.com Crosscut Bay Pty Ltd 2014 All Rights Reserved Page: 3 ICT investments target complex needs. Significant purchases with long sales cycles. Theyre carefully considered not impulse buys. 5. www.CrosscutBay.com Crosscut Bay Pty Ltd 2014 All Rights Reserved Page: 4 Some things are just wrong for serious business purchases. 6. www.CrosscutBay.com Crosscut Bay Pty Ltd 2014 All Rights Reserved Page: 5 and B2B ICT marketing must assist. Businesses invest carefully 7. www.CrosscutBay.com Crosscut Bay Pty Ltd 2014 All Rights Reserved Page: 6 Crosscut Bay helps SMEs sell ICT to businesses. 8. www.CrosscutBay.com Crosscut Bay Pty Ltd 2014 All Rights Reserved Page: 7 In our specialist, expert(-ish) opinion Mistake #2: 9. www.CrosscutBay.com Crosscut Bay Pty Ltd 2014 All Rights Reserved Page: 8 eMarketing & CRM systems just love the campaign. it just sounds so Madison Avenue, 1963. 10. www.CrosscutBay.com Crosscut Bay Pty Ltd 2014 All Rights Reserved Page: 9 But what, actually, is a campaign? They used to be clever advertising strategies. 11. www.CrosscutBay.com Crosscut Bay Pty Ltd 2014 All Rights Reserved Page: 10 Now, online campaigns are simpler often just email, banner ads or Google PPC. Audience Message Marketer Response 12. Content Plan Find Something Write Something Make Something Up Regular email blast campaigns January February March April May June go out each day, week, or month and struggle for fresh content. Content Plan Find Something Write Something Make Something Up Content Plan Find Something Write Something Make Something Up Content Plan Find Something Write Something Make Something Up Content Plan Find Something Write Something Make Something Up www.CrosscutBay.com Crosscut Bay Pty Ltd 2014 All Rights Reserved Page: 11 Content Plan Find Something Write Something Make Something Up 13. www.CrosscutBay.com Crosscut Bay Pty Ltd 2014 All Rights Reserved Page: 12 is fired off to the in-house list*. Once cobbled together, the campaign (* well whinge about that later.) 14. www.CrosscutBay.com Crosscut Bay Pty Ltd 2014 All Rights Reserved Page: 13 The in-house email list is our fishpond in which we dangle marketing bait. 15. www.CrosscutBay.com Crosscut Bay Pty Ltd 2014 All Rights Reserved Page: 14 Like old-school advertisers, we focus on the marketing, not on the prospects. 16. www.CrosscutBay.com Crosscut Bay Pty Ltd 2014 All Rights Reserved Page: 15 But a single nudge even from a brilliant campaign wont sell a real, significant purchase on its own. 17. www.CrosscutBay.com Crosscut Bay Pty Ltd 2014 All Rights Reserved Page: 16 A foundation must be built before prospects will spend real money. Problem Education Establish Trust & Credibility Teach Shared Language Develop & Capture Demand 18. www.CrosscutBay.com Crosscut Bay Pty Ltd 2014 All Rights Reserved Page: 17 Complex Sales Require Relationships People seldom make big purchases from someone they dont know. 19. www.CrosscutBay.com Crosscut Bay Pty Ltd 2014 All Rights Reserved Page: 18 Relationships, not campaigns are the basic element of marketing. 20. www.CrosscutBay.com Crosscut Bay Pty Ltd 2014 All Rights Reserved Page: 19 Relationships must be developed and exploited only when ready. 21. www.CrosscutBay.com Crosscut Bay Pty Ltd 2014 All Rights Reserved Page: 20 Developing relationships takes time... but brings lasting rewards. 22. www.CrosscutBay.com Crosscut Bay Pty Ltd 2014 All Rights Reserved Page: 21 Rather than dangling bait on a hook we guide relationships through a maze. 23. www.CrosscutBay.com Crosscut Bay Pty Ltd 2014 All Rights Reserved Page: 22 Relationships take time and patience invested carefully, and at scale. 24. www.CrosscutBay.com Crosscut Bay Pty Ltd 2014 All Rights Reserved Page: 23 Identifying prospects worth investing in... and reaching out to engage each one. 25. www.CrosscutBay.com Crosscut Bay Pty Ltd 2014 All Rights Reserved Page: 24 Each prospect undergoes an on-boarding process honed through repetition... to capture their attention. 26. www.CrosscutBay.com Crosscut Bay Pty Ltd 2014 All Rights Reserved Page: 25 Each relationship is progressively nurtured to educate, while building trust & credibility. 27. www.CrosscutBay.com Crosscut Bay Pty Ltd 2014 All Rights Reserved Page: 26 Instead of email blasts to find leads you grow a base of relationships. Proactive Approaches: 20 per weekday Engagements (Relationships added): 90% of approaches Relationships lost (Opt-outs): 0.5% per month Leads (% of base): 1.0% per month Relationship Base Leads (monthly) Leads (cumulative) Start 0 0 0 January 413 2 2 February 770 6 8 March 1161 10 19 April 1532 15 33 May 1936 20 53 June 2303 21 75 July 2685 29 103 August 3082 32 135 September 3426 34 169 October 3819 42 211 November 4193 42 253 December 4549 48 301 0 2000 4000 6000 Relationship Base - year 1 0 200 400 Leads Generated - year 1 28. www.CrosscutBay.com Crosscut Bay Pty Ltd 2014 All Rights Reserved Page: 27 Engagement plants the seeds into a continuous crop of leads. your relationship base grows 29. www.CrosscutBay.com Crosscut Bay Pty Ltd 2014 All Rights Reserved Page: 28 Downsides? Were seeing three: Growth builds gradually patience is required Say, 20 targeted introductions each day seems a small contact stream; but over 12 months builds a base of 3,000 high-quality relationships which are spread across all stages of the relationship journey, yielding a steady stream of leads. Target market must be clear and focused Broad or unclear markets require generalised content with less focus on specifics and less challenging messages, so targets recognise and learn less. Re-using and refining content for a narrow target increases impact and outcomes the most. CRM and eMarketing systems suck CRM and eMarketing systems use simplistic, campaign-driven process models. Weve had to build engagement and relationship-development processes ourselves, using the available tools where possible. 30. www.CrosscutBay.com Crosscut Bay Pty Ltd 2014 All Rights Reserved Page: 29 But thats what it takes to do marketing right, for ICT. 31. www.CrosscutBay.com Crosscut Bay Pty Ltd 2014 All Rights Reserved Page: 30 Next Time Mistake #3: House Lists 32. www.CrosscutBay.com Crosscut Bay Pty Ltd 2014 All Rights Reserved Page: 31 Crosscut Bay is a specialised, outsourced marketing agency, based in Sydney, NSW Australia. The brainchild of Jon Tinberg and Paul D Hauck, Crosscut Bay helps ICT vendors identify their markets and get pro-active about reaching them. You can find out more from our website, or contact us directly: www.CrosscutBay.com Paul.Hauck@CrosscutBay.com Jon.Tinberg@CrosscutBay.com Suite F1, 1-15 Barr Street Balmain NSW 2042 Australia +61 (02) 8011 4620