Embed Size (px)
DESCRIPTION
This slideshare explains how to calculate the cost of a marketing campaign to software vendors using ISVWorld.
Citation preview
The software industry database:No one covers software like we do
Know your targets Better marketing More Sales
[email protected] (ISVWorld)
Cost of a Marketing & Sales campaign to Software vendors
(ISVs)
Using ISVWorld and Zoominfo
Better Marketing to ISVs
In this presentation
page 2
• Concept summary: How ISVWorld helps marketing to ISVs• McKinsey research on Big Data in Marketing supports our view
• Why this concept? - fixing a Marketing and Sales disconnect
• Sample Cost Calculation: • Build your Target list• Select the number of Companies to address• Calculate the estimated Cost per Company for your Campaign• Calculate the estimated Cost per Company & Contact for your campaign (w/
Zoominfo)
• About ISVWorld
• Further info and contacts
Better marketing to ISVs
Successful Marketing Campaigns today use segmentation as in approach #2
page 3
Selection:Message: “We help healthcare software vendors”
1
2
Selection: Message:We have helped many large Software vendors in the US making their next steps in the transition to the cloud
Selection: Message:We have helped many large Software vendors in the US making their first steps moving into the cloud
Message:We have helped many small and medium Software vendors in the US making their first steps moving into the cloud
Message:We have helped many small and medium Software vendors in the US making their next steps in the transition to the cloud
An approach in line with recent Big Data research by McKinsey *
page 4
“Successful marketers have figured out how to use data to squeeze billions more from marketing and
help their companies grow”
* Source: McKinsey Global CMO Forum, http://www.slideshare.net/McK_CMSOForum/big-data-and-big-profits
“Why marketers should stop worrying and learn to love data”
288% increase in product profits reported
25% increase in ROI of marketing dollars
Better marketing to ISVs
Why ? Explore the difference between “1” and “2”
page 5
Selection:Message: “We help healthcare software vendors”
Too generic
1
2
Selection: Message:We have helped many large Software vendors in the US making their next steps in the transition to the cloud
Meets target company profile better response
Even this granularity is hard to achieve: • No datasets available that show
software vendors in healthcare only• Most databases show NAICS/SIC code
for software publishers, but no segment focus and no split for headquarters from other addresses
ISVWorld gives granularity, for example • Software vendors headquartered in US• Active in Healthcare• Between 100M and 500M in revenue• With cloud based products already
ISVWorld - largest Software Industry database ...globally.
Market Segmentation is often disconnected from Sales Leads
page 6
A CMO can define a market segmentation,
but where and how should Sales find the companies to target??
Marketing: Market-
segmentation
1
2 3
4
CRM
software
Marketing
software
Call
centers
1
2 3
4?Companies
Sales
ISVWorld - largest Software Industry database ...globally.
Current Sales or Marketing approaches do not fix that
page 7
1. Sales cold-calling and broad marketing campaigns are too generic to have good results and will not have messaging that resonates enough
2. Again, most existing datasets will only allow filtering on “Software publishers operating in the US”…. but even “Headquartered in US AND active in Healthcare” is not good enough
CMO: Market-segmentation
1
2 3
4
Cost/lead
# unqualified leads
CRM
software
Marketing
software
Call
centers
1
2 3
4?Companies
Sales
Marketing,
Email Blast
Sales-
Cold calling
ISVWorld - largest Software Industry database ...globally.
ISVWorld connects Marketing to Sales by converting segments into leads
page 8
ISVWorld gives the segmentation granularity and the company names that meet your market segmentation and should become Sales targets
CMO: Market-segmentation
1
2 3
4
Cost/lead
# unqualified leads
Pre-
qualified
Leads
CRM
software
Marketing
software
Call
centers
Sales
ISVWorld - largest Software Industry database ...globally.
Company leads can be enriched with contacts and uploaded into CRM
page 9
Vision: Every single user of a sales or marketing software product uses data from our platform – Any industry, Any software product, Anywhere.
CMO: Market-segmentation
1
2 3
4
Cost/lead
# unqualified leads
Pre-
qualified
Leads
CRM
software
Marketing
software
Call
centers
Whether Salesforce, Microsoft Dynamics CRM, Marketo or LinkedIn, we want them to use data from our platform
Enrich:
Sales
Better Marketing to ISVs
HowTo -1: Use ISVWorld market analysis to identify key segments of interest
page 10
• Analyze and select market segments by understanding a/o:• How many ISVs are in that segment?• How many have (and do not have) cloud based products• What domains, verticals etc do they focus on?• How many have a size that is of interest to you .. Etc etc
Example:
Make your selection(here 3121 vendors found)1
How many have cloud products already?(here: 47% or 1467 vendors )
2Enough vendors with right size?(1200 vendors between 5M and 500M$ )3
Better Marketing to ISVs
at any point, translate your market analysis into a target list
page 11
• While analyzing a segment you can switch back and forth between statistics and actual companies in your current result set
• Once you’re satisfied, save your search or download data into your CRM to start your campaign.
4
Better marketing to ISVs
Cost for downloading Company-data only
page 12
Company information can be downloaded as part of 2 subscriptions:
• A Gold subscription at €4788/year:• Includes full and unlimited access to 3 named users • Allows for 12 campaigns per year (1 per month) of up to 100 records each• Hence cost per record = €3.99 (€4788 / 1200 records)
• A Platinum subscription at €6948/year:• Includes full and unlimited access to 5 named users • Allows for 12 campaigns per year (1 per month) of up to 250 records eachOr• Allows for 4 campaigns per year (1 per quarter) of up to 750 records each• Hence cost per record = €2.31 (€6948 / 3000 records)
Better marketing to ISVs
Cost for downloading Company-data enriched with Contact data
page 13
Enrich company data with contact details (Zoominfo):• Automated interface enriches company data with focused contact data
• Fixed cost of .00 per extraction (campaign) enriched with contact data• And 0.40 per contact-detail record added to company records
Example Campaign Cost Gold Plan (€4788)
Platinum Plan (€6948)
Platinum Plan (€6948)
Platinum Plan (€6948)
# Companies to Download 100 250 750 750
# Contacts per Company (Example) 3 3 3 1
Cost per Company record €3.99 €2.31 €2.31 €2.31
Total Cost per Contact record €2.06 €1.30 €1.21 €2.84
All-in Cost per Company for Company and Contact records
€6.18 €3.91 €3.64 €2.84
Total All-in Cost per Campaign €618.00 €978.00 €2736.00 €2136.00
Notes:• Estimated timing: Q2 – 2014• Pricing valid during testperiod April – October 2014• Zoominfo enrichment independent of ISVWorld is possible, but minimum cost is ~ 1500 per campaign
Better marketing to ISVs
Cost for downloading Company-data enriched with Contact data
page 14
Enrich company data with contact details (Netprospex):
• Automated interface enriches company data with focused contact data• Fixed cost of .00 per extraction (campaign) enriched with contact data• Estimated 0.70 per contact-detail record added to company records
Example Campaign Cost
Gold Plan (€4788)
Platinum Plan (€6948)
Platinum Plan (€6948)
Platinum Plan (€6948)
# Companies to Download 100 250 750 750
# Contacts per Company (Example) 3 3 3 1
Cost per Individual Contact €tbd €tbd €tbd €tbd
Cost per Company incl. Contacts
€tbd €tbd €tbd €tbd
Total All-in Cost per Campaign €tbd €tbd €tbd €tbd
Notes:• Estimated timing: Q2 - 2014
Highly recommended training material to get started
page 15
Better Marketing to ISVs
• Watch an 8-minute introduction presentation and demo on slideshare• http://www.slideshare.net/isvworld/introtraining-april2013
• Understanding the power of the market statistics module through some samples• http://
www.slideshare.net/isvworld/benchmarking-saas-financials-and-ratios
• 1 minute overview video of ISVWorld features• http://youtube.googleapis.com/v/Pbq_XnsfNwU
• 5 tips to optimize the quality of your search results (HD1080 recommended)• http://youtube.googleapis.com/v/89gFj5vxQZo
About ISVWorld, a “Big Data / Data-as-a-Service” company
page 16
• Largest software industry database, covering over 100K software companies & over 75 countries
• Automated data collection and – classification finds information from 100- 500 sources per ISV through free & focused crawl and other language technologies;
• Data is searchable on • Application type, Industry, Technology• Size, Location (Sales/HQ)• SAAS/Cloud and other “Technology Ecosystems”• and much more
• Customers today a/o:• Corporate M&A, VC, Private Equity • CIO’s, IT Architects, IT-consultants• Hosting and outsourcing companies • ISVs• Market researchers• Corporate Finance
Quotes:
• “ISVWorld is almost never the end, but always the start”
(Industry analyst Firm)
• While we still regret you do not do email-addresses, your market insights and intelligence are unique
(Large ISV)
• “.. Statistics to salivate…”(Large ISV)
• Remember:• all our data are computer-
generated not edited or curated• ISVWorld is a market research and
market intelligence tool• Our objective is to cover all
companies with software products(ISVWorld :-)
Contact information and questions
page 17
Better Marketing to ISVs
• More questions ?? Please check:
• ISVWorld knowledgebase: http://kb.isvworld.com • ISVWorld website: www.isvworld.com• ISVWorld on youtube www.youtube.com/isvworld • ISVWorld on slideshare www.slideshare.net/isvworld • ISVWorld support [email protected] • ISVWorld sales [email protected]
