Emma Tomlin

Business Development Manager

Cloud Partnerships

Market Strategy and VerticalisedCampaigns

Australia SMB SaaS Opportunity Breakout

Other SaaS

SaaS

Accounting

SaaS BI

SaaS CRMSaaS Email

SaaS ERP

SaaS HR

SaaS Payroll

SaaS

Productivity

SaaS Project Mgt.$0

$5

$10

$15

$20

$25

$30

$35

$40

$45

10% 15% 20% 25% 30% 35% 40%

SaaS

Mark

et

Valu

e i

n 2

01

0 (

$M

)

5-Year CAGR

SaaS Value & Growth in Australia (2010, 2015)

Note: Bubble size

represents market

value in 2015

$3.2B

spend on

cloud by

2015

Source: AMI - Australia Small Business Market Opportunity Assessment 2012 and AMI Cloud Playbook

Marketing takes a day to learn. Unfortunately it takes a lifetime to master - Phil Kolter

Lets get back to basics……

• Who is your audience?

• Do you have something they want or need?

• Can you tell them about it in a way they understand?

• Understand your audience• You don’t sell to everyone!

• Understand your products• Technology features aren’t business benefits

• Speak to them in a way that resonates• 57% of IT decisions are made by non IT decisions makers

• Professional services is the largest adopter of cloud based services

• Choose your marketing channels wisely• Mass marketing is costly and ineffective unless you’re a mass market leader

Marketing Rules 101

Lets Get Vertical…….

The Journey to the Cloud

The options to make a decision….

$$$$$$$$

Help them to find you…….

Finance Vertical Industry Example

Legal Example Industry Example

Legal Example Industry Example

• Tailored services carry higher margins• Law Firms:

• Non-Profits:

• Healthcare:

• Travel:

• Verticalization typically allows more accurate up-sell targeting

• Word of mouth referencing

Verticalization

• Many companies have value-added requirements

• You know the datacenter ones below; what about industry specific requirements?

Specialization

Q&A