Marketing and Sales Strategy

December 5, 2011

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Objectives

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Generate demand for CS productsIncrease brand awareness New markets for current products

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Objectives

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SustainabilityLaunch product marketing targeting new products that drive future growth

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Objectives

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Increase revenues throughout the society

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S&M Team Organization

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S&M team focus on all productsConsistent, compelling messages and campaigns

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S&M Team Organization

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Reorganization of marketing teamExperienced contractors for higher quality and lower cost

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S&M Team Organization

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Sales team compensation incentiveMarketing driven new business developmentTraining on all products

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Strategy

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Elevate the brandImpacts demand for all products and membershipSociety and product messages with compelling value statement and messages

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Strategy

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Concept: The one source for computing professionals who are or want to be technology leaders Protect your future…find it, know it, answer it at computer.org

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Strategy

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New tagline and about us positioning statementClear value proposition for each productGetting our experts out in social media & PRBlogs (With outside exposure—Word Press)

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Strategy

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All marketing programs, materials and collaterals with consistent messaging, brandingFocus website on target markets, products and servicesOngoing marketing campaigns for existing & new products

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Strategy

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Partnerships Increase awareness, credibility and feet on the streetTarget partners: Microsoft; other software companies; technology organizations

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Potential New Packaged Products

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Positioning: Don’t be left behind….Be a Technology LeaderGoal: build a sense or urgency about purchasing CS products and/or membership

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Potential New Packaged Products

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Feature a hot topic such as cloud on websiteLink to packaged product that could include publications, CSDL, conference, webinarInclude analysis to add greater value

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Industry Focus

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Feature a particular industry on the websiteLink to a packaged product Create industry messaging and collaterals for CAPCreate a industry community

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Industry Focus

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Users communicate with each other and our expertsGenerates revenue selling a variety of productsOnce the community is established, users get 30 days free access, then we charge to be part of the community

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Global Community- a Differentiator

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Regional portals: EMEA; AsiaPac; India; South AmericaCommunication with our experts—online & teleconferenceRegional specific packaged products can include certification

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Training & Certification

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Focus certification campaigns on hiring companies as well as universitiesBecome an online resource for hiring companies

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Applications

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Develop a training program that’s like a video gameHuge potential market with all CAP prospects as well as tier 1 and midmarket software companies

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Applications

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MembershipMobile application that allows members to renew and download content by topic

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Software Solutions Centers

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Software engineers are the largest profession in our membership other than academiaOffer practical solution centers (SaaS, SC Risk Management)Information on solutions as well as analysis

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Computer Microsite

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Like spectrum.ieee.org, have a Computer microsite linking off the homepageSignificant advertising revenue opportunitiesWould require ongoing editorial support

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Product Marketing Process

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Working closely with product team identify:Customer needsWhat problems are they trying to solveWho is the target market and what is the size of that market?What is the competitive situation?

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Product Marketing Process

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Time to marketCS differentiators and positioningCS product development capabilities and costGo to market plan and market testUse MRD for the process and proof of concept

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Marketing Campaigns -- CAP

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Markets: tier 1 and mid-market technology intensive companiesFocus: How NGIS improved training in a cost-sensitive economyProspects invited to a webinar with Neil in early FebSales team follow up Salesforce used for response marketing

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Marketing Campaign -- CPS

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Create value proposition and differentiatorInclude a package of digital content on a related topicTargeted email campaign to CS, IEEE and other technical conferences

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Certification

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Market: Hiring companiesInsure the quality of your outsourced developmentTarget list of companies that outsourceTarget universities: leverage IEEE resources in Asia, India & Europe

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Marketing Campaign -- CSDL

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Target markets: Universities with CS departments globally—social media programsTechnology intensive industries – email and social media

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Build Your Career/Jobs Board

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Specific community forums—CIOs; software engineers; studentsPromotes certification, membership, jobs board, etc.Work with partners for extra exposure and credibility

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Build Your Career/Jobs Board

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Beef up the jobs board with an industry jobs feed initiallySales focus on industry jobsCreate a virtual jobs fairTarget an email marketing campaign to corporations and universities

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Marketing Campaigns-Membership

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Use CS innovators and members with prestigious positions for email campaign quotes and videosVideos on the websiteTargeted, consistent social media campaign

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Marketing Campaigns-New Members

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Targeted email campaign to get CS professors globally to promote membershipLeverage BOG members’ university and corporate connectionsTarget practitioners in technology intensive industriesContests

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Marketing Campaign Process

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Marketing statistics:5-15% of prospects purchase initially40% purchase within 12 months with regular, targeted contact80-90% purchase after 24 months with regular contact

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Marketing Campaign Process

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All leads go into database (Salesforce/Bronto) after initial campaign“A” leads directly to sales team“B” leads get an email or other contact every 60 days with a free white paper, webinar invitation, article, etc. All leads in Salesforce are assigned to a sales rep who gets reports in lead activityr

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PR—Instant Awareness Builder

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Create newsworthy CS stories for placement in tier 1 pressAlign press releases with marketing campaignsIntegrate social media with PR and marketing campaigns

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Website Main marketing delivery vehicleGoal: Increase traffic, credibility, sales User experience

Minimize homepage load time and number of clicks to get to data

Design—Key to brand recognition /traffic inside websiteRedesign of homepage and other landing pagesDifferentiate ourselves with compelling message

and graphics Messages

Throughout the site every product area needs to be positioned with clear calls to action

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Website Credibility and awareness builders Use of rotating video testimonials (for different

products) to drive interest and ultimately salesHow NGIS has improved training in a challenging

market (Promotes CAP and other educational programs.)

Members with key positions in industry or innovators (Promotes membership.)

Short, focused videos with a call to action Expert Blogs on hot topics linked to WordPress

SEO Builds traffic, promotes brand, products

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Sample Websites

http://www.sei.cmu.edu/

http://www.cisco.com/

http://www.intel.com/content/www/us/en/homepage.html

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Deliver the right message and the right products to the right market at the right

time