creating wow marketing campaigns
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Results MarketingResults Marketing
Building Wow Marketing Campaigns
Jerry Hinch – Mike Fuller
Gary Maggiolino - Brian BeanCatherine Marenghi
• Communication channels to market are noisy and confused, cluttered with messages, crowded with competitors
• Huge challenge to just get noticed, let alone drive a message to your target audience.
• With the right programs and tactics you can • Cut through the clutter
• Increase your visibility
• Stimulate interest, and build ever-increasing sales pipelines.
Interact with us – now – and at the 5:30 Networking
Building Wow Marketing Campaigns
A. No Staff – No Budget
B. Small Staff & Budget – must focus on efficiencies
C. Looking to increase breadth
D. Looking to change tactics
E. Satisfied with our marketing – seeking to build new channels
What best describes your marketing?
• The Mix - (A-I-D-A)• Awareness – Interest – Desire - Action
• Move targeted prospects through the buying cycle faster than possible with sales efforts alone
• The Target• Continuously define and refine
• Follow up promptly with your specific target (FUPWYST)
• Market Development
• Event & Webinar Standards
• Social Media
Recapping - Our Philosophy
• Advertising
• Direct marketing & email
• Events
• Media relations
• Social media
• Website & Microsites
The Marketing Mix in Support of Sales
Awareness Awareness Interest Interest DesireDesire ActionAction
• Market Development
• Monthly Webinars
• Weekly Web-ex series
• Dinners / Hosted event within event
• Lead Generation through media partners
• FUPWYST
Support Sales and Due Diligence
•Worldwide use-case repository
•Videos of customer testimonials
•Market Development Reps (nurture until qualified as lead)
•Microsite & Website (reinforce “safe choice” perception)
Marketing’s Role in Support of Sales:
AwarenessAwareness InterestInterest Desire Desire Action Action
The Marketing Mix – when and how
• The Company• Demographic – size, industry, etc• Behavioral – innovative, risk taking, market leaders
• Market to the Individual• Titles and Roles – CIO, CTO, etc• Behavioral - The Leader – The Mobilizer
• Tailor message to the target (i.e. strategic)• Use the channel to reach them where they live
It Starts with the Target
Hospitals/Delivery
Networks of size
Targeting Example
Overlaid on EVERYTHING we do!
• 1. Readily accessible and willing to talk
• 2. Networks with (and will pull in) other stakeholders
• 3. Thinks Strategic
• 4. Conducts (or directs) research & due diligence
• 5. Good at influencing others
• 6. Credible among colleagues
• 7. Delivers on commitments
Traits of the Mobilizer
Mobilizer Example
• 1. Readily accessible and willing to talk
• 2. Networks with (and will pull in) other stakeholders
• 3. Thinks Strategic
• 4. Conducts (or directs) research & due diligence
• 5. Good at influencing others
• 6. Credible among colleagues
• 7. Delivers on commitments
The Analyst was the Mobilizer
Events Tradeshow
Breakfasts & Dinners
Event Standards
Monthly Webinars
Webinar Standards
Leveraging Interoperability to Address Readmissions
•1. Available on InterSystems Site and You Tube
•2. Archived on the MedTech Media Site
•3. Available on Tech Target research pages
•4. Shows up on other Media websites
•5. Multi-channel promotion to our target
Webinar Example
Keep in simple…
Strategic Approach to Receivables Management
Case Study: Ontario Systems New Message
Artiva® Healthcare lets you manage healthcare receivables strategically -- unlocking receivables to recover every cent due from insurance providers, while ensuring your bill is the first paid by patients, every time.
DEFINING A NEW MESSAGE, MARKET POSITION AND TACTCIAL PLAN
•Understand/ Discuss Current Market Position and Opportunity
• Key product attributes, features and benefits
• Key differentiation from competitors products
• Identify and Research Audiences (consider personas to have full understanding)
• Collaboratively develop new hypothesis for Artiva® value proposition to audiences
•InterSystems Collaborated with Ontario - Assisted in Gathering Key Market Feedback
• Engage target audiences (OS customers/prospects and ISC contacts)
• Gather data to validate/shape new messages
• Feedback information to Ontario Systems
•PR and Leadgen Assistance
• Led effort to get new message In front of target audience -- to assist in both strategy and capacity
• With Ontario Systems' support, interviewed customer, wrote and pitched article to industry publication
• Jointly promoted article that captured new messsaging
Ontario Systems New Message
Case Study: HealthShare Awareness
The Problem: Key C-Level IT Execs unaware of HealthShare as product platform for IDNs
•The Goal: Cut through the clutter
• 1. Specific Target defined
• C-Level - Top 200 IDNs
• Sales teams alignment and teaming with Market Dev. Reps
• 2. Account-by-account reviews with Sales teams & Market Dev. Reps
• Pull in InterSystems thought leaders and analysts to refine message
HealthShare Awareness Marketing Mix
• Monthly (at least)
• Tracking tools (Marketo)
• Use Media Partners
• Vary the message
• Test approaches
• Letter via US Mail
• 1 page, signed
• Mailed in waves
• Tested message
• Exec. Briefing
• 3D mailer
• MedTech Media
• TechTarget
• FierceMarkets
3 Dimensional Mailing – Key & Box
The Executive Briefing Series
User Adoption
TrakCare
Find the Multipliers
Follow InterSystems
@InterSystems
www.Facebook.com/InterSystems
www.youtube.com/InterSystemsCorp
www.linkedin.com/company/InterSystems
www.slideshare.net/InterSystemsCorp
Social Media Case Study: Ontario Systems
• InterSystems partners with Ontario Systems and develops theme – strategic ARM• Interviews customer Integris for bylined article• Secures placement in Executive Insight magazine
• Extend and amplify visibility via social media• InterSystems, Ontario post links to article on Twitter• Both share via Facebook, over 150 people viewed
Tweet and Retweet
• Best practices: Use of links, hashtags (#ARM), refer to others by their Twitter handles (@ExecInsight)
Facebook sharing• InterSystems and Ontario Systems “like” each other
on Facebook; both post article
• Be part of the conversation at conferences; see live feedback• Global Summit: Tweet your comments, photos, using the hashtag
#GlobalSummit• Check out the LiveFeed
• Create engaged communities on LinkedIn
• Share videos on YouTube; thought leadership content (white papers, PowerPoints) on SlideShare
• Use tools like Tweetdeck to monitor, connect, engage
More Social Media Ideas
Executive Leadership Networking Reception
•Now, 5:30 PM - 8:00 PM
•Orchid Room – Recreation Level
•Drinks & Appetizers
•Socialize & network
And speaking of social