Marketing Best Practice

Transcription

1 Marketing Best Practice Kirsty Waller, Vice President Marketing 2017 Epicor Software Corporation

2 Once you have your business plan create your marketing plan 2

3 The digital customer journey Learn Set Requirements Evaluate Options Make Decision 3

4 Define your target market Total market Unique selling point (USP) 1. What do customers value 2. Rank yourself against your competition 3. Where do you rank well 4. Maintain and nurture your USP Define your target market Analyze your existing customer base Revenue (most to least) who brought you the most revenue? Profitability (most to least) who was most profitable? Fit (best to worst) who was easiest to work with, supportive of your staff? Geography Industry Sub-Industry Proven experience Target market 4

5 Introduction to the Waterfall model Inquiries Marketing Qualified Lead (MQL) 15% Sales Ready Lead (SRL) Sales accepted Lead (SAL) Sales Qualified Lead (SQL) 33% Customer 33% 5

6 Set objectives Target Revenue Ave Deal size No. of deals No. of SQLs No. of MQLs No. Inquiries Target New License Revenue (NLR) Target Customer License Revenue (CLR) $180,000 $60, $120,000 $10, Target Lead Summary $300,

7 Creating your plan - channels PPC & search Industry media Social Web site Online ads PR Telemarketing Multimedia 7

8 Creating your plan - content Awareness Consideration Purchase Channels: Examples: Product 1 Product 2 Identification Requirements Comparison Shortlist Decision Website, Social, PR, Syndication Market Information Ebook Case study Analyst papers Whitepapers Link to planning spreadsheet on EpicWeb Product 3 Product Brochures Video Demo Demo Trial References Business case ROI Contract 8

9 Measuring your plan - metrics Goal Brand awareness Engagement Lead Generation Customer Retention Upsell/cross sell Possible Metrics Website traffic, page views, video views, document views, downloads, social chatter, referral sources Blog comments, Likes, Shares, Tweets, Forwards, Inbound links Form completion and downloads, subscriptions, Blog subscriptions, conversion rates Percentage of content consumed by existing customers, retention, renewal rates Sales for new products/services 9

10 Grow Business, Not Software Partner Brand Overview Rebecca Selby Director, Brand and 2017 Epicor Software Corporation

11 Agenda 1. Building a strong brand 2. Epicor brand messaging 3. Epicor visual identity 4. Partner branding 5. Partner brand resources 11

12 Building a strong brand 12

13 Strengthening the Brand Together How? Focus on consistency Eliminate former brand elements from materials Drive brand awareness and growth Improve customer/prospect experience Benefit? Be equipped to capture opportunity Amplify your message Social media Industry/networking events Tradeshows Leverage partnership to grow your business 13

14 Building a Strong Brand One Epicor an easily articulated, strong message, with coordinated visual identity Epicor customers and prospects want to focus on growth The 2015 Gartner CEO and senior business executive survey found that growth remains a top priority and technology-related change is viewed as the primary tool to achieve that growth in 2015 and

15 Building a Strong Brand One Epicor an easily articulated, strong message, with coordinated visual identity Epicor customers and prospects want to focus on growth Epicor offers cloud solutions this needs to be evident in our brand Competitive marketplace demands that we visually distinguish Epicor Ongoing research 15

16 Epicor Brand Messaging 16

17 Brand Message Map Flexible, industry-specific business solutions designed to manage complexity and drive growth for your manufacturing, distribution, retail, or service business. Epicor promotes business growth by providing flexible, The strength of Epicor business solutions lies in a simplified approach to technology, inspired by our customers industry-specific and how they work. More software designed than 40 years experience with around our customers the unique precise processes and operational requirements is built into every solution. With a deep understanding of your industry, Epicor solutions needs promote of growth our customers that while managing complexity. dramatically The result is powerful improves solutions that do exactly what you need free your resources so you can profitably grow your business. performance and profitability while managing complexity. Epicor promotes business growth by providing flexible, industry-specific software designed around the precise needs of our customers that dramatically improves performance and profitability while managing complexity. Grow Business, Not Software What do we offer? How do we do it? What does this mean for our customers? Slogan Flexibility informed by Best Practices Continuous Technical Innovation Deep Industry Knowledge/ Vertical Expertise Customer Obsessed Service and Support Messages

18 Why say Grow Business, Not Software? Thousands of companies sell software. And while we sell software too, we recognize that software isn t the outcome you are looking for when you invest in Epicor. Our software and services are simply tools that you use to help profitably grow your business. As your business partner, we help you increase revenue and market-share, expand product lines, improve service offerings, extend channels-to-market, increase efficiency, add locations, and overcome challenges to realize your strategic goals. To us, software isn t the outcome it s the method we use to get you there. 18

19 Visual Identity 19

20 Epicor Logo and Word Mark Logo: Word Mark: Single color No slogan lock-up Visual representation of focus on Epicor cloud offerings Single color for full word mark (words and cloud icon) Used horizontally no distortion or vertical use 20

21 Scenario Images Shot from above cloud perspective Demonstrate benefit or growth measurement Feature industry-specific items Subtle textured backgrounds Visually distinguishes Epicor from competition 21

22 Visuals Banners Collateral Tradeshow Graphics Virtual Tours ebooks and Ads 22

23 Former vs. Current Branding Old logo Old visuals Staggered headlines Thought cloud Rounded-corner boxes Is and Os/Stream of inspiration New logo New visuals Word mark Scenario images Cloud icon 23

24 Epicor Partner Branding 24

25 Partner Logos and Clear Zone 25

26 Logo Guidelines 26

27 Writing Tips Write out partner level Avoid acronyms (EAP) or abbreviations (Epicor Auth. Ptnr.) Never write Epicor in all caps Don t use Epicor in a possessive tense Use Epicor solutions instead of Epicor s solutions Use the Epicor team instead of Epicor s team Use the Epicor website instead of Epicor s website Maintain a smart, professional, and friendly tone 27

28 Company Description 28

29 Partner Resources 29

30 Partner Resources EpicWeb Partner Portal Partner program details and updates Product information Sales and brand tools Customizable marketing materials via Zift Epicor.com/globalpartners International Partner Brand Handbook Links to logos, EpicWeb, Zift marketing automation platform Contact 30

31 Partner Brand Handbook Available within EpicWeb and at epicor.com/globalpartners 31

32 Get Set for Growth Maintain Consistency Increase Adoption Amplify Messages Improve Experiences 32

33 Questions and Feedback 33