Move to the Cloud CampaignPartner Implementation Guide

July 2018

Contents

● Campaign overview

● Campaign creative and content○ Email creative

○ Social cards

○ Banner ads

○ Call script

○ Content assets

● Implementation guidance

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Move to the Cloud Campaign Overview

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Campaign Objectives

The objectives of this campaign are:

● Convert PBX install base customers

● Convert opportunities from ShoreTel and RingCentral to 8x8

● Position 8x8 as the clear choice for cloud communications

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Customer Purchase Cycle

Awareness

Interest

Decision

Action

The majority of contacts areexpected to be in the awarenessstage of the customer purchase cycle.

The campaign content is designed to engage contacts in the awareness stage of the purchase cycle.

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Target Audience - Profile

Profile Key Contact

1. Prospects on partners current lists with PBX installed

2. Greater than 100 users/seats

3. Customer engagement and custom experience areas of concern

1. Mid-Market IT Manager

● IT Director (higher end of users)

● IT Manager (lower end of users)

1. CEO (lower end of users)

2. Customer Experience Manager

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Target Audience - Business Issues

Business Issues

● Aging premise-based equipment○ Difficult/expensive to maintain○ Requires large IT staff○ CapEx v. OpEx○ Cost of transitioning from on-prem to

cloud solution■ Fear of making the expenditure■ Convincing the CTO/IT manager

to spend the amount■ Cost/benefit

● Make their job easier○ Common administration goals for○ single reporting and administration○ Call quality

■ 8x8 guarantees 3by5 call quality superior quality

■ 99.9983 core system availability■ Compliance PCI, HIPAA, SOC

○ Unified communication under one UI, management

● Growing; multi-site expansion○ Going into new areas, need to get up to

speed quickly○ Need new locations to match what they

have in their head office○ Licenses needed for temporary period

(seasonal bursts)

● Disaster or system-wide issue○ Security or major data loss○ Downtime

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Move to Cloud Campaign Strategy

● This campaign is designed to leverage email marketing strategies

and tactics to reach a broader number of suspects and prospects

over a longer duration than would be possible through a simple

cold calling campaign.

● Monitoring the level of engagement (opens, clicks and downloads)

will identify contacts who are most interested in the topics. Those

contacts are most likely to accept your call and invitation to

schedule an appointment.

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Awareness Email 1White Paper

Move to Cloud Campaign Flow

Awareness Email 2Infographic

Awareness Email 3White Paper

Awareness Email 4Webinar

Week 1 Week 2 Week 3 Week 4

Social Media: Social posts, blog

Banner Ads

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Move to Cloud Campaign Content

Communications Content Assets

● 4 emails

● 4 landing pages

● 10 social cards

● 3 static banner ads @ 3 sizes

● 4 animated banner ads @ 3 sizes

● White Papers:

○ PBX Is Killing Your Business

○ How to Solve the Enterprise Communications Crisis

● Infographic:

○ Spiceworks: IT Pros Frustration with UC

● Webinar:

○ Why I Ditched My PBX

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Move to Cloud Campaign Engagement

Monitoring Engagement Scoring Engagement Sales Calls & Follow-up

● Campaign should be run on a marketing platform that can track key actions, such as email opens, clicks and downloads

● The landing pages are designed to capture key contact information prior to marketing asset download

● Contact information submitted in the form will be sent to you via email

● Track which contacts are opening the emails and downloading content

● Recommended lead scoring:○ 1 point for opens○ 2 points for clicks on

email CTAs○ 5 points for each

download

● Calculate the cumulative scores for each prospect and prioritize for sales follow-up

● Throughout the campaign, prospects may respond to one or more emails with an invitation to contact them or to request additional info.

● The sales team should follow up with those prospects via email or phone

● Unsolicited follow-up calls should be avoided until after the lead scores have been finalized

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Move to the Cloud Campaign Creative

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Creative Assets - Emails

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Email 1 Email 2 Email 3 Email 4

Creative Assets - General Campaign Social Cards

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Partner Logo

Partner Logo

1200x627

These social cards are for use on Twitter and LinkedIn.

Partner Logo Partner Logo

Partner Logo Partner Logo

Creative Assets - Content Asset Specific Social Cards

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Partner Logo

1200x627

These social cards are for use on Twitter and LinkedIn.

Partner Logo

Partner LogoPartner Logo

Creative Assets - Static Banner Ads

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160x600s 300x600s

Creative Assets - Static Banner Ads

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728x90s

Creative Assets - Animated Banner Ads

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Four creative versions of animated banners are available in the following sizes: 300x250, 300x600, 728x90

Version 2 - “Cloud Calling”

Version 1 - “Graduating”

Partner Logo

Partner Logo

Creative Assets - Animated Banner Ads

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Four creative versions of animated banners are available in the following sizes: 300x250, 300x600, 728x90

Version 4 - “Savings”

Version 3 - “Looking”

Partner Logo

Partner Logo

Call Script

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1. Our Goal

(What’s our goal in making contact?)

Call those contacts who clicked through to downloaded the white papers, infographics, or to view the webinar, in order to confirm awareness and level of interest. Then set a first-time appointment if contact is qualified and interested in learning more.

2. Frame

(How are we going to frame the meeting to gain the client’s agreement?)

1. Thank them for taking time to read the downloaded material.

2. Inquire as to what they thought, questions they have, and additional information they might find of value.

3. Qualify for interest in scheduling a meeting to talk further.

3. Questions

(What questions do we need to ask to get the information we require based on where we are in the sales process and the prospect’s point in the Client Buying Process?)

1. What triggered your interest in downloading/ reading/viewing the material?

2. How has it influenced your view of cloud-based communications systems?

3. How well is your current communications system meeting your company’s needs?

4. How easy is it for customers to reach someone who can address their concerns?

5. What’s the customer’s experience when their concern requires additional assistance from other employees or departments?

6. Would you be interested in learning how a cloud-based communications system could improve their experience?

7. Other pain points or questions you typically ask to qualify a new prospect.

Suggest setting an appointment to discuss these items in more detail.

Use this call script as a discussion framework when following up on leads

4. HandlingObjections

(What barriers are there to prevent moving the opportunity forward? What potential objections can we anticipate?)

1. Don’t remember receiving the emails.2. Didn’t read or view the downloaded materials.3. No time to talk right now.4. We don’t need anything. We’re all set. Or, we’re not

ready to make a change.5. We just purchased.6. We aren’t taking on any new providers / vendors at

this time.7. Just send me some information8. I’m not the right contact. (Ask who the right contact

is and request to be transferred.)

5. Recommend

(What recommendations can we anticipate making? What information must we give the client to fill a knowledge gap and gain support?)

Make recommendations about how a cloud-based communications systems can meet their business needs more effectively and improve their customer experience. If qualified, recommend a meeting to:· Continue the discussion· Discuss their collaboration challenges and needsIf you have helped other clients with similar challenges, share their situation and results to generate further interest in talking with you.

6. Client’s Next YesStep

(What commitments or actions can we get?)

Agree to a specific meeting day and time, or refer you to the decision maker if they are not the correct person to meet with.

Content Assets

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Your PBX is Killing Your Business White Paper

Spiceworks Infographic featuring IT Perspectives on UC

How to Solve the Enterprise Communications Crisis with an Open Cloud Strategy White Paper

Why I Ditched my PBX Webinar

Implementation Guidance

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Campaign Planner

Pre-launch Launch Week Week 2 Week 3 Week 4 Post-launch

Upload the list of contacts for this campaign to your email service.*

Create and test each of the 5 landing pages

Compose Email 1. Test the email format & hyperlink

Send Email 1 - recommend sending early AM, Tues-Thurs

Monitor email opens, clicks, and downloads

Compose Email 2

Test the email format & hyperlink

Launch banner ads and social posts.

Send Email 2 - recommend sending early AM, Tues-Thurs

Monitor email opens, clicks, and downloads

Compose email 3

Test the email format & hyperlink

Send Email 3 -recommend sending early AM, Tues-Thurs

Monitor email opens, clicks, and downloads

Compose email 4

Test the email format & hyperlink

Send Email 5 - recommend sending early AM, Tues-Thurs

Monitor email opens, clicks, and downloads

Test the email format & hyperlink

Tally the engagement (Opens, clicks, and downloads) across allEmails.

Call the most engaged contacts to secure an appointment.

The general rule is to call all contacts who have 2 or more downloads, 2 or more opens and at least 1 download

*Note: If you do not currently use an email automation platform, Constant Contact and MailChimpare the most common platforms used for these campaigns.

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Campaign Architecture

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Static & Animated Banner Ads

General Campaign Social Cards

Content Asset-Specific Social Cards

Content Asset-Specific Emails

HTML Email Instructions

General instructions

● All four (4) emails in this campaign are graphical HTML emails designed to capture the reader’s

attention. Other than the limited edits identified below, no changes should be made to the design

layout, images, or the HTML code.

Edit #1 - Co-branding and logo placement

● Each email has a block for you to add your company logo and contact information. The layout for this

block should remain consistent across all 4 emails with the logo on the left side followed by your

contact information on the right.

Edit #2 – Customizing the embedded hyperlinks

● The image block for your logo has a placeholder for you to embed a link back to your home page.

Additionally, the CTA (Call-to-Action) button links in emails 1-4 must be replaced with a link to the

landing page.

Note that both of the above changes should be performed by someone skilled in creating and editing HTML emails so as not to

break any of the surrounding code. Each email has comments surrounding the lines to be edited. Once the edits have been

completed and successfully tested, these comments should be deleted to ensure they don’t impact your deliverability to the inbox.

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Thank you.

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