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    Customer Programs

    Uploaded by

    Carlos Fernando Camargo

    Copyright:

    © All Rights Reserved
    Download as PPS, PDF, TXT or read online from Scribd

    Customer Programs

    Uploaded by

    Carlos Fernando Camargo
    4 views13 pages

    Copyright

    © © All Rights Reserved

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    PPS, PDF, TXT or read online from Scribd

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    Copyright:

    © All Rights Reserved
    Download as PPS, PDF, TXT or read online from Scribd
    Download as pps, pdf, or txt
    4 views13 pages

    Customer Programs

    Uploaded by

    Carlos Fernando Camargo

    Copyright:

    © All Rights Reserved
    Download as PPS, PDF, TXT or read online from Scribd
    Download as pps, pdf, or txt
    You are on page 1of 13

    Customer

    Programs
    Carlos F. Camargo
    Senior Director
    Business Development &
    Corporate Communications
    June 1999
    Enterprise Marketing Funnel
    Get In:
    Prospects •Advertising
    •PR
    •Web Site
    “In” 10 •Trade shows

    Get Considered:
    “Considered” 8 •Case studies
    •Bus. solutions
    “Evaluated” 5 Get Evaluated:
    •Tech. seminars
    •White papers
    “Selected” 3
    Get Selected:
    •Sales tools
    •Sales training
    $$$
    Enterprise Marketing Focus
    Get In:
    Prospects •Advertising
    •PR
    •Web Site
    “In” 10 •Trade shows

    Get Considered:
    “Considered” 8 •Case studies
    •Bus. solutions
    “Evaluated” 5 Get Evaluated:
    Customer •Tech. seminars
    References •White papers
    Should be “Selected” 3
    Leveraged Get Selected:
    Throughout •Sales tools
    this
    •Sales training
    Process!
    $$$
    Leveraging Our Enterprise Customers’
    Success
    • Corporate
    – Customer Advisory Board
    • R&D
    – Beta programs
    • Sales
    – Sales presentations
    – Sales references (vertical markets)
    • Investor Relations
    – Proof of success
    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
    PRomoting Our Enterprise Customers’
    Success

    • Public Relations:
    – ‘Customer Sales Win’ press releases
    – ‘Case Study’ press releases
    – PR references
    – Quotes for press releases
    – ‘Success Stories’ pitched to publications
    – Vertical PR
    How the Customer Program Works
    Today

    Tools Direct
    Web PSO Executives
    Marketing EIP Sales
    OEM VisiBroker
    R&D Marketing Sales Marketing ESP

    Marketing Presentations
    Advertisements
    Anne Public White Papers
    Greenlee Relations Web Quotes
    Sales Tools/References
    Annual Report/Earnings
    Web Case Studies Press Releases
    PR References PR References
    Quotes Quotes
    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
    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
    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
    A Centralized Process...

    R&D Web
    Customer Marketing Team
    OEM Direct
    Sales Sales OEM Direct
    EIP Sales Sales Qualification
    Marketing
    Executi
    ves Participation
    Executives
    VisiBroker Permission
    Marketing
    PSO
    Tools Interview
    MarketingESP Customer
    Leveraging Our Customers’ Success

    Customer Sales

    Public Customer Web


    Relations Mktg. Team Group

    InSite
    Enterprise
    Marketing International
    PSO
    ESP
    Vertical Marketing Product Investor
    Programs Services Marketing Relations
    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

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