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Overview of Professional Overview of Professional Experience & CapabilitiesExperience & Capabilities

We Get Your Story Told.www.parkercomms.com

Updated:March 2010

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The world of marketing for B2B companies in the software, IT, Internet and services sectors is changing Selling is becoming a customer-driven buying processSocial media offer new ways to enhance and enable that processIncreasingly, new online communities are playing a key role in buyingA whole new basis for aligning marketing and sales

Where's B2B selling headed?Where's B2B selling headed?

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Our mission: guiding you to your future, with the marketing, PR and social media services you need to augment your internal teamA balance of sound strategy, effective content, inbound marketing and outreach tacticsUsing the right tools and metrics for resultsWe help increase awareness, foster conversation, engage your audiences and influencers, enhance your brand and build a strong, competitive positioning for your organizationUltimately, this will increase and accelerate sales by helping your customers to find you and then buy

How Do You Get There?How Do You Get There?

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We create marketing programs that focus onContent, Community and Connection.Hone your positioning and messages to a razor’s edge that lets you cut through clutter Develop original, high quality content that gets your story toldProvide senior strategic marketing/PR counsel and expert tactical executionApply our experience to your challengesUnderstand your business and how you fit in to your market to help you set priorities

What We DoWhat We Do

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We're a group of senior marketing and communications professionals dedicated to helping you achieve your business goalsAn agency where you only work with the principal and senior professionals with many years working as a teamFounded in 2002, with a core staff of 8 plus an extended national network and European partnersA strategic, creative and effective firm where strategy and tactics balance and everyone is hands-onFormed by the principal and key staff of The Launch Company, for 10 years one of the top 25 independent high tech PR agencies in the U.S.

Who We AreWho We Are

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Steve Parker, CEO30+ years as a journalist, agency principal, and in-house marketing communications director2nd marketing hire at two fast-growth software startups: Phoenix Technologies pre-IPO phase and Object Design, #1 on the Inc. 500: fastest growing private co. in the U.S.Key strategist and consultant for AT&T, IBM, Lotus, Digital, Xerox, BBN, Open Software FoundationVP/Senior Consultant - Hill & Knowlton tech unitCo-Founder/CEO of The Launch Company Winner of PRSA Silver Anvil (the PR "Emmy")

Our PrincipalOur Principal

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Marketing DeliverablesMarketing Deliverables

Strategic Marketing ConsultingMarket Research- Focus Groups- Online Surveys- Competitive Analysis

Business/Channel Partner ProgramsSales/Marketing Collateral CopywritingAdvertising Program DevelopmentMarcom, Social Media & PR TrainingBlog Creative, Editing, Coaching Web Site Copywriting & CreativePodcast & Video Production

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PR DeliverablesPR Deliverables

Strategic Positioning & Message DevelopmentEditorial ResearchProactive Media & Blogger RelationsIndustry Analyst RelationsPress Kit Research & WritingBy-Lined & Technical ArticlesExecutive Thought LeadershipCustomer Caselets & White PapersSocial Media Outreach & MonitoringWebinars & TeleconferencesAwards, Speaking OpportunitiesTrade Shows and Event Management

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Years in Business as Parker: 7Longest Relationship: 6 years Experience: Average 22 years Clients: 154*

Campaigns: 524*

Staff: core team of 8 (plus extended network)

Award-Winning Results:Best Start-Up PR Campaign Nationwide

- Software Marketing Journal, NetBalance

Parker Parker ““By the NumbersBy the Numbers””

*Includes work at our prior agency, Launch Co.

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Track RecordTrack Record

PR traction we created helped to drive over $5 Billion of client shareholder value in 30 acquisitions:

AppNet/CommerceOneAXENT/SymantecBBN/GTETorrent/EricssonOmnia/CIENASALIX/TellabsEpiCON/NortelVermeer/MicrosoftLightStream/CiscoQuadritek/Lucent

Early, Cloud/IBMAmber Wave/3ComOLiVR/Live PicturesFutureTense/Open MarketHaley/OracleCompete/TNSNetBalance/TallyNxN/AvidRiverSoft/MicroMUSEUltraDNS/Neustar

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Recent ClientsRecent Clients

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Software Industry ExperienceSoftware Industry Experience

Enterprise SoftwareWeb Content Mgmt.Web AnalyticsSecurityBPM & Decision SupportSOACall Center/CRMBusiness Rules Mgmt. Network ManagementKnowledge Management

Risk ManagementRegulatory ComplianceIT Asset ManagementDNS Infrastructure Application Dev. ToolsProgramming Languages Media/Publishing Systems Web Dev. ToolsHelp Desk/Service DeskUtilities

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Differentiation via PRDifferentiation via PR

Effective PR tells your story in a clear and compelling way. What is truly unique about your product or service? How can it best be articulated via the media?- How can you make it newsworthy?- What must your target audiences know to “get it”?- How can you make it “pop” and be memorable?- What trends support you? Which must be overcome?- How can you activate and engage social media?- How can you best get your story told by others?

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For Impact, Target For Impact, Target AllAll MediaMedia

Industry AnalystsIndustry Analysts

Business/TradeMedia

Business/TradeMedia

Social Networks: FaceBook,

LinkedIn, Ning many more

Social Networks: FaceBook,

LinkedIn, Ning many more

Social Content:Blogs, Podcasts,

Twitter, Tags, UGC

Social Content:Blogs, Podcasts,

Twitter, Tags, UGC

Targeting social and mainstream media is not an "either/or."

Target both to leverage each against the other and achieve the results you need.

Social media best practices for B2B are just emergingand are highly dependent on your objectives.

Mainstream

Social Media

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The Parker DifferenceThe Parker Difference

vs.• Formulaic Thinking• “Full Service”• Do It Our Way• Do What Client Does• Chaotic Impact of Churn• Fudge the Hard Stuff• Junior Account Staff• Usually Tactical• Shallow Understanding• Low Impact/High Risk• Retainer Model

• Inventive, Original, Firsts• Focused Capabilities• Virtual Team Flexibility• Do What Client Can’t• Bring Order to Chaos• Excel at the Hard Stuff• All Senior Professionals• Always Strategic• Deep Knowledge• High Impact/Low Risk• Project Model

Traditional Agencies Parker Communications

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Client Success Stories Client Success Stories ……

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Rolling Out a Major Business Partnership:Developed strategy, rebranded unit, launchedProduced major joint event with AT&T – satellite video, audio broadcast to 180 participants in 3 locationsSuccessfully established BBN as premium national brand commercial broadband provider with AT&T as partnerSpiked 83 Million media impressions in 2 weeks

Wall Street Journal, NY Times, major IT tradesUnit grew from 14 to 450+ employees in 2 yearsAcquired by GTE for $660 Million, rebranded as Genuity

BBN Planet

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Repositioning in changing markets:CMS vendor aiming for growth1st goal: reposition into ECM marketAchieved ECM goal in first year—working with analystsSecond challenge: move to differentiation in WCM spaceFinal repositioning was into the Web 2.0 space; also handled successful spin-off of Notes tools unitMajor coverage in trades and verticals at each stage; many awards; added and deepened analyst relationshipsSuccessfully repositioned company and product 3 times in 6 years as market changes required

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Launching a true “first-of-a-kind” product:Vermeer was unknown Cambridge/MIT start-upFirst commercial HTML authoring tool on marketSuccessfully introduced product at beta stagePioneered the market category, educated media and analysts on category and the need for the toolCoined “Webtop Publishing” and received significant coverage and analyst interestAcquired by Microsoft for $140M Product became FrontPage (CEO wrote a book)

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Promoting a Little-Known Problem ...Renamed company (was Netsolv) to fit product/market categoryProduced teleconference that combined customers, partners, press, analysts, prospectsSuccessfully positioned IT Ledger as leader in IT asset management category; tied to TCO trend in mediaAchieved 18 Million trade impressions within 6 months:

InformationWEEK, Computerworld, Internet Week, InfoWorld, LAN Times, online portals, etc.

Software Marketing Journal’s “Best Start-Up PR Campaign of the Year”

IT Asset Cost Analysis

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Leveraging top industry analysts:Well established but tiny start-up --roots in AI at Carnegie MellonTechnically superior business rules system competing against much larger vendorsSuccessfully introduced company to top analysts at Gartner, Forrester, IDC, Burton, Insights, Yankee, othersEducated media and analysts on Haley solutions and their technical edgeSignificant vertical media coverage: case studies, bylinesAcquired by RuleBurst, then Oracle – now the Haley unit of Oracle

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Productizing Call Center Services:Launched Early, Cloud & Co. and its product into message-oriented middleware marketLeveraged customers with breakthrough press testimonials and customer eventsDeveloped PR strategy based on acquisition planDeveloped, placed Chase Manhattan Bank story in: Computerworld, American Banker, US Banker, Bank Systems & Technology, Call Center, etc.Acquired by IBM after successful 3-year AOR relationship; account continued with IBM 2 more years

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"Steve Parker has a gift for articulating and communicating a company's positioning in a powerful and direct manner. I've seen him weave his magic for many companies. He's a true professional who brings passion and vision to his work."

--Eugene A. Bonte, Co-Founder,Object Design, Inc. & SVP, Pegasystems

"Parker Communications really excels at messaging and positioning. They provided strong strategic counsel and added value in many other ways, including our Web site, market research, white papers and our blog."

--Linda Stewart, Founder & CEO EPOCH Partners

What Our Clients Say What Our Clients Say ……

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"…One of the few PR firms I've seen who truly excel at both the strategic and tactical aspects of PR - due to the diverse mix of skills and strengths of each team member. This is the first time in my career that my PR firm has exceeded my expectations."

--Susan Challenger, VP of Marketing Percussion Software

"In less than nine months we gained invaluable media exposure and achieved top rankings by key industry analysts."

--Joan Tesla, Director of Marketing Haley Systems

What Our Clients Say What Our Clients Say ……

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"Their team got up to speed quickly, helped refine our messaging and added value with executive coaching and bylined article development and placements. I recommend them highly."

--Su Doyle, V.P. of Marketing Providus Software

"Parker helped us to redefine our category and articulate Compete’s unique, compelling vision of predictive analytics services. They have helped put Compete back on the map."

--Man Jit Singh, Director and Former CEOCompete, Inc.

What Our Clients Say What Our Clients Say ……

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We do our homework to understand your business and your goalsWe offer strategic counsel informed by research and years of experienceWe’re a senior team that sweats the detailson both tactics and strategy We intentionally over-service you and become an extension of your staffWe're creative, learn quickly and always tell it like it isWe deliver results with market impact to help you grow your business

Why Parker?Why Parker?

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We Get Your Story Told.We Get Your Story Told.

Thank You.Thank You.

www.parkercomms.comwww.parkercomms.comParker CommunicationsParker Communications

P.O. Box 802P.O. Box 802North Andover, MA 01845North Andover, MA 01845--08020802

T 978T 978--975975--73397339

Steve's blog:

www.marketingdissector.com@sparker9