Marketing Focus

WEBINAR: Getting More from Events – Best Practice in the IT Sector Worldwide

Estelle Johannes — Wed, 18 Apr 2012 09:59:38 GMT

Many technology companies are reinventing their event marketing process to maximise synergies with other marketing tactics. By adopting a more integrated approach, focused on the customer buying cycle, these companies are making events a more effective component of integrated marketing strategies.

In this webinar, the founders of leading IT marketing agency TSL Marketing will explore best practices in event marketing worldwide. The webinar will focus on what the leading technology marketers worldwide are doing to not just drive event attendees, but to make events a key driver of business-to-business sales.

Topics include:

Best practice – focus on the long-term goal, not just the event
Events as part of a comprehensive, integrated marketing programme
Raise your game: What do world class marketers do post-event?
The importance of “Content” before, during and after the event
Key takeaways

WHITEPAPER: Leveraging the Power of Social Media Networks for B2B Technology Marketing

Estelle Johannes — Mon, 14 Nov 2011 19:04:43 GMT

Today, it is essential to have an online presence in order to do business, and this is especially true for companies who are involved in B2B technology. However, just creating a simple informational website is not enough. Technology businesses need to understand the mechanisms of social media and leverage the benefits of these networks to augment their marketing strategy.

For more information down load this document by Michael Kelly, Founder and MD, TSL Marketing

The Hidden Value of the Marketing Budget - PDF SLIDES

Estelle Johannes — Fri, 02 Sep 2011 10:17:17 GMT

As B2B marketers are now tasked with being revenue contributors, they must overcome the challenge of tracking where the revenue comes from as they invest their budget across multiple marketing channels.

In this session, Parin reveals how, based on a new lead’s digital behaviour, analytical data, and attribution models, marketers are now able to gather a level of marketing intelligence that shows channel-specific ROI so you know the value of every pound you spend.

Key take-aways:
• Effective marketing budget allocation
• Behaviour analysis of leads
• Data models that reveal ROI

WEBINAR: The Hidden Value of the Marketing Budget

Estelle Johannes — Fri, 02 Sep 2011 10:13:16 GMT

In this session, Parin Mody reveals how, based on a new lead’s digital behaviour, analytical data, and attribution models, marketers are now able to gather a level of marketing intelligence that shows channel-specific ROI so you know the value of every pound you spend.

Key take-aways:
• Effective marketing budget allocation
• Behaviour analysis of leads
• Data models that reveal ROI

WEBINAR: Closed Loop Reporting & Lead Re-Generation: Increasing ROI from Previous Marketing Investment

Estelle Johannes — Wed, 27 Jul 2011 15:36:09 GMT

We all recognise that lead nurturing is an essential piece of the marketing jigsaw. But are automated lead management and drip marketing systems really meeting your Prospects information needs as they move through their buying process? Is there an optimum way to engage closed-loop reporting and lead re-generation to increase ROI from previous marketing investment?

Download the PDF Slides and listen to the recording to see how many of the best technology marketers are increasing Return on Marketing Investment by integrating closed loop reporting and lead scoring with specific marketing campaigns for leads developed 12 to 36 months previously. More than simple lead nurturing, this exercise is a focused and energised approach to re-generating leads that required significant investment to identify in the first place.

Michael Kelly and Kyle Hegarty, founders of TSL Marketing, a global IT marketing agency talk you through how some of the best technology companies are increasing ROI worldwide through lead re-generation.

Topics include:

Why lead re-generation is so important in the technology sector, and how it integrates with Closed Loop Reporting.
Lead re-generation versus lead nurturing
Real-world examples of lead re-generation campaigns and results
The importance of lead re-generation in growth versus mature markets

Closed Loop Reporting & Lead Re-Generation: Increasing ROI from Previous Marketing Investment - PDF SLIDES

Estelle Johannes — Wed, 27 Jul 2011 14:56:36 GMT

Topics include:

• Why lead re-generation is so important in the technology sector, and how it integrates with Closed Loop Reporting.

• Lead re-generation versus lead nurturing

• Real-world examples of lead re-generation campaigns and results

• The importance of lead re-generation in growth versus mature markets

WHITEPAPER: IT Sales Lead Generation

Estelle Johannes — Thu, 30 Jun 2011 10:16:22 GMT

The sales lead generation process for technology companies is very different from lead generation in other industries. Technology sector needs are much more precise: the target audience is much more difficult to reach; the products or services are generally complex, high-value, and high-end; and the evaluation and selection process can be quite long, taking months, if not years, to bring the target from initial contact to closing the sale.

For more information download the TSL Marketing Whitepaper.

WHITEPAPER: IT Telesales The Key to Short Term Technology & Software Revenue Growth

Estelle Johannes — Thu, 30 Jun 2011 10:08:43 GMT

While field sales usually gets the greatest attention in the software and technology industries, its counterpart of “inside sales” or “telesales” is often overlooked as a key source of core revenue. However, telesales can be a major driver of software sales and just as importantly, it can make an impact far more quickly than field based enterprise selling.

While the Author recognises that enterprise sales of software in particular will almost always be the cornerstone of a business-to-business software company’s revenue, this white paper will examine some of the areas where IT telesales can assist with revenue growth. The paper will also examine some of the keys to success in IT telesales based on more than 10 years experience of implementing telesales projects for technology companies, large and small, worldwide.

Find out more by downloading this whitepaper by Mike Kelly, Founder & Managing Director, TSL Marketing.

WHITEPAPER: IT Sales Lead Generation Understanding the Complex Sales Needs of the IT Industry

Estelle Johannes — Thu, 30 Jun 2011 10:05:42 GMT

Leads in the technology sector “are not” discovered simply by a reference or a cold-call. Leads are nurtured from simple possible interest in services right until the final purchase decision. In traditional lead generation, the target could be anyone from a low level employee to a CEO, and you can span the entire range of B2B. In technology sales, however, the target market is almost exclusively B2B, and the target individuals are usually decision makers high up the corporate ladder. Identifying the target isn’t always difficult, but reaching them can be.

As a sales representative in the IT industry, you need to identify and reach the key influencers, evaluators, and recommenders, or you stand no chance of moving towards a sale.

WHITEPAPER: Co-Marketing Sales Pipeline Generation

Estelle Johannes — Thu, 30 Jun 2011 10:02:18 GMT

As a sales representative in the IT industry, you need to identify and reach the key influencers, evaluators, and recommenders, or you stand no chance of moving towards a sale.

Even when you do get to speak to the key decision makers, unless you completely understand the client’s internal structure and can distinguish between Line of Business (LOB) and Technical Contacts, you will not gain success.

Regardless of how well you know your own products, to sell them you will need to understand the systems and processes of your potential clients. In order to accomplish this, you will need not only a broad understanding of enterprise software & enterprise technologies, but also a broad understanding of the underlying business issues and goals of your potential client. Unless you fully understand this situation, you can’t fully understand how your products and services can fit their needs.

WHITEPAPER: Measuring the ROI of Marketing Campaigns

Estelle Johannes — Thu, 30 Jun 2011 09:58:51 GMT

In today’s economy, it is more important than ever understand how every marketing dollar is being spent, and what benefits marketing campaigns are providing to a company. By planning for and tracking the Marketing Return on Investment (ROI), companies can evaluate the effectiveness of their campaigns and refine them accordingly. However, measuring Marketing ROI is not always as simple as it sounds. This report provides some insight on the Marketing ROI measurement process and provides resources to assist businesses with getting a handle on their own Marketing ROI.

Enabling the Channel to Deliver Value in a Social World - PDF SLIDES

Estelle Johannes — Mon, 16 May 2011 13:27:52 GMT

Download the Webinar and listen to the recording by Claire Macland, Head of EMEA Marketing, Avaya.

New communication technologies are changing the way vendors can interact with resellers and as a result have created new methods for engaging partners such as blogs, wikis, videos, virtual worlds and social networking, such as twitter and facebook. Partner programs can increase awareness in the market and enable partners to create solid pipeline and increased revenue opportunities.

But as channel managers, what should you be concentrating on and which method is the most effective for communicating with your partners and enabling them to either self serve or create fully managed services.

Claire Macland, Head of EMEA Marketing at Avaya, will share with you the next generation of marketing techniques that help vendors communicate more effectively with the channel.

By listening to this webinar recording you will get insight into how to:
• Identifying the most effective communication channel for you and your partners
• Building managed Partner programs and value add services
• Be more pro-active with your channel, not reactive
• Learn B2B techniques that are actually working

WEBINAR: Enabling the Channel to Deliver Value in a Social World

Estelle Johannes — Mon, 16 May 2011 13:04:51 GMT

Download the PDF slides and listen to the recording by Claire Macland, Head of EMEA Marketing - Avaya.

Claire Macland, Head of EMEA Marketing at Avaya, will share with you the next generation of marketing techniques that help vendors communicate more effectively with the channel.

WEBINAR: The Role of Field Marketing: What is Best Practice?

Estelle Johannes — Fri, 13 May 2011 10:21:18 GMT

Listen to the recording and download the PDF slides

Are you fed-up with yet another request from sales to ‘run’ an event? Do sales come to you too late with a problem for you to actually impact the business? Do you want Marketing to have a seat at the table when the real business decisions are made? Then maybe you should attend this webinar on Field Marketing and find out what is best practice and the steps you should take to raise your engagement with the business to a more strategic level.

In this webinar Andrew Slipper from SAP will cover:

The Role of Field Marketing
The different organizational frameworks for Field Marketing
The steps you must take to get to a more strategic relationship with Sales
Best Practice examples of demand generation, and pipeline acceleration
How you measure success
Who should attend: VP Marketing, Field Marketing Managers, Sales Leads, Channel Sales & Marketing, Business Analysts, Managers of organizational units including Marketing

The Role of Field Marketing: What is Best Practice? - PDF SLIDES

Estelle Johannes — Fri, 13 May 2011 10:11:46 GMT

Download the PDF slides and listen to the recording

In this webinar Andrew Slipper from SAP will cover:

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John Loydall — Thu, 03 Mar 2011 14:58:28 GMT

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WHITEPAPER: From a Whisper to a Scream: Marketing 2.0

Estelle Johannes — Thu, 03 Feb 2011 11:25:24 GMT

This white paper shares lessons learned by IBM on social media marketing and covers an IBM approach to adding social media into its marketing mix. It explains and emphasises that the philosophy on social media is that the best use is to mix it with traditional marketing tactics – which is what IBM terms as ‘Marketing 2.0’. It also explains why IBM does not adhere to the philosophy of doing a separate social media campaign or separating out your social media marketing group. Most of the white paper is devoted to a framework with the acronym of ANGELS, which Sandy Carter developed to enable the company to very effectively add social media marketing techniques into the multiple markets upon which it is focused. There are many examples and tips on how readers from companies large and small can apply social media marketing to achieve growth for their own businesses.

WEBINAR: Defining an Optimal B2B Social Strategy and Proving its Success

Estelle Johannes — Thu, 30 Sep 2010 08:40:08 GMT

Jeannette Liendo, Global Director, Corporate Marketing Group, Microsoft & Michael Wrigley, Managing Director, Banner looking at the key criteria used for defining the objectives of a social strategy that in turn define the most appropriate social platforms and technologies to use.

Through some real examples, we’ll look at the different social media channels that are used by a range of technology companies to effectively drive awareness, change perceptions and generate leads amongst their target audiences. In addition, we’ll also look at some methods being used to engage and support channel partners.

Finally, we’ll outline some of the key metrics used to measure success against the original marketing objectives.
By attending this complementary webinar, senior marketing executives will learn how to:
•    Define an objective-driven social media strategy
•    Determine the most appropriate platforms and technologies to meet the objectives
•    Understand which metrics should be measured and how to measure them

Defining an Optimal B2B Social Strategy and Proving its Success - PDF SLIDES

Estelle Johannes — Thu, 30 Sep 2010 08:35:34 GMT

Jeannette Liendo, Global Director, Corporate Marketing Group, Microsoft & Michael Wrigley, Managing Director, Banner look at the key criteria used for defining the objectives of a social strategy that in turn define the most appropriate social platforms and technologies to use.

Through some real examples, we’ll look at the different social media channels that are used by a range of technology companies to effectively drive awareness, change perceptions and generate leads amongst their target audiences. In addition, we’ll also look at some methods being used to engage and support channel partners.

Finally, we’ll outline some of the key metrics used to measure success against the original marketing objectives.
By attending this complementary webinar, senior marketing executives will learn how to:
•    Define an objective-driven social media strategy
•    Determine the most appropriate platforms and technologies to meet the objectives
•    Understand which metrics should be measured and how to measure them

WEBINAR: Selling Value to Strategic Accounts

Estelle Johannes — Tue, 28 Sep 2010 10:55:37 GMT

Download the pdf slides and listern to this webinar were Axel outlines how Orange Business Services are segmenting their global MNC customer base.

He will also explore how they are building their account strategy with global sales management and global teaming, and eventually how they sell value to these strategic accounts through:

Value Selling Kits,
case studies and success stories and
ROI tools

Allowing Orange Business Services to achieve a very successful year on the international business.

WEBINAR: Understanding what your prospects & customers want? Learn how to engage with them on their terms!

Estelle Johannes — Tue, 21 Sep 2010 16:14:07 GMT

Listen to a recorded webinar and download the pdf slides by Zina Manda, Director of Mardev DM2.

Contact names, addresses and general company demographics are no longer the only data insight that you need for targeting and to get the best results. With the explosion of digital marketing and social media, it is important to understand what individuals are doing online.

Zina will walk you through an example of behavioural targeting to deliver personalised, relevant and timely campaigns, delivering higher quality leads that convert to more sales. This approach will become a baseline for marketing in the short term future.

Understanding what your prospects & customers want? Learn how to engage with them on their terms! PDF SLIDES

Estelle Johannes — Tue, 21 Sep 2010 15:48:49 GMT

Listen to a recorded webinar and download the pdf slides by Zina Manda, Director of Mardev DM2.

Selling Value to Strategic Accounts - PDF Slides

Estelle Johannes — Fri, 20 Aug 2010 10:44:27 GMT

Download the pdf slides and listern to this webinar were Axel outlines how Orange Business Services are segmenting their global MNC customer base.

He will also explore how they are building their account strategy with global sales management and global teaming, and eventually how they sell value to these strategic accounts through:

Value Selling Kits,
case studies and success stories and
ROI tools

Allowing Orange Business Services to achieve a very successful year on the international business.

Eight Critical Steps for Lead Generation

Estelle Johannes — Thu, 05 Aug 2010 12:35:16 GMT

Companies don’t buy; people do. The goal of well-developed lead generation plans, therefore, is to evolve relationships between people through dialogue that positions the lead generation effort as conversation to identify, initiate and nurture productive selling situations.

If you would like to read more simply download this whitepaper.

Can’t live with them! Can’t live without them! The on-going disconnect between Sales & Marketing continues

Estelle Johannes — Thu, 05 Aug 2010 11:29:32 GMT

The relationship between Sales and Marketing has been contentious for decades. Marketing has long felt the frustration of immense efforts and budgets being expended into marketing programmes and lead generation campaigns, only to have Sales fail to follow up on marketing generated leads in a timely, efficient manner or provide critical closed loop feedback to clearly demonstrate Return on Marketing Investment (RoMI).

Read more by downloading this white paper by Mardev DM2.