Building Your Community Driven Marketing StrategyJeremy EpsteinMarketing NavigatorNeverStopMarketing.com
@jer979
Agenda
• Review of homework• Public Service Announcement• CDM-BPOS Blueprint Template• Final Assignment (until I change my
mind, of course)
@jer979
Beta 2 of the Story…
• So, how’d we do?• (whiteboard)
@jer979
Listening Posts
Value?Habit?How’s it coming?
@jer979
Touch the Fans…
Impact?Response?Habit?
@jer979
Be the Connector!
Reactions?
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Public Service Announcements
@jer979
The Importance of Hygiene
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The Importance of Hygiene
@jer979
Tim Rettig
“Not marketing. Just catching up on email.”
Think in 3 Dimensions@jer979
Moment of Truth
Let’s Bring It All Together Now
@jer979
Blueprint Template
• Identify• Cultivate• Activate
@jer979
Identify
• Knowing your Raving Fans• Keeping the list fresh…
@jer979
Cultivate-Assets
• List your assets– Discussion
• Microsoft assets– See Appendix for full list
@jer979
Cultivate through MS Assets
(thanks Steve/Josh!)• www.quickstartonlineservices.com• Assigned Online Services Business Development
Manager• Monthly partner calls• Training offerings (e.g. Never Stop Marketing!) • Business Investment Funds of up to $5,000 per
deal
@jer979
Cultivate through MS Assets
(thanks Steve/Josh!)• Marketing funds of up to $5,000 per year
through Ready-to-Go• Promotional incentives of up to 12 percent• Marketing advisor• Enhanced Operations Support (dedicated
phone number
Cultivate-Reed’s Law
• Now, how specifically can/will we use these assets to connect our Raving Fans and community with each other?
• 3 months worth of execution
What will we use? WHEN will we do it? How will we measure it?Activity/timeframe)
@jer979
The Content Formula
ContentYour Context
(Made to Stick angle)
Conversation
@jer979
Cultivation-Relevant Content
How will you “tell” your Made to Stick Story?3 months worth of executionWhat will we create/curate and share?
WHEN will we do it? How will we measure it?(Activity/Timefarme)
@jer979
Sharing Slide
• Cloud Workbook….
Activation@jer979
Community Driven Marketing Blueprint
• Identification• Cultivation Assets• Cultivation-Connection• Cultivation-Content• Activate
@jer979
Get Ready….
@jer979
Due Dates@jer979Item Date
Raving Fan Ongoing Identification Process Feb 22
Cultivation-Asset List Feb 25
Cultivation-Connection Plan March 2
Meet with your groups March 3-4
Send in “mid-term” to [email protected] March 5
Cultivation-Listening Plan March 8
Cultivation-Outreach Plan March 11
Cultivation Content Plan March 15
Meet with your Groups March 15-16
Send in final to [email protected] March 16 (11:59pm EST)
You’re Not Alone…
Team Never
• Doug Masiero• Michael Knight*• Tim Rettig• Reed Wilson• Stephen Pestillo
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Team Stop
• Bill Ray• Deborah Farrar Phillips*• Charlie Ramirez• John Toscana• Kevin Miller
Team Marketing
• Stephanie Ulmer• Dennis Chepurnov• Terry McCullagh• Jonathan Mann
Team…To the Cloud
• Matt Katzer• Robby Hill• Chad Mosman• Mike Brogan
Discussion Time…
@jer979
Next Call Date
• “Optional” (I mean that)…Office Hours on 3/7 @5pm EST
• Friday, March 18th….– Celebration– Every end is a new beginning…• Go-Forward Plan
@jer979
www.neverstopmarketing.com
Ken Klika,Director of Networking Services, BCG&Co
“Membership in the Cloud Champions Club is helping our business thrive… I can’t imagine building a successful cloud-based offering without being a member of the club.”
The Cloud Champions Club gives US partners the support they need to grow their cloud services business. It provides expert advice, training and funds to drive sales and business development.
● US, SMB-specific program● Excludes LARs and
Distributors● Complementary to MPN
Cloud Essentials subscription and Cloud Accelerate designation
● Multi-tier program with diverse benefits
SMB Cloud Champions ClubExpand your cloud services horizons
OverviewClub Benefit Pillars
Cloud Champions
Club Benefit Pillars
Engagement
Marketing Support
Sales Incentives
Operations Support
Readiness
• Practice building
• Accelerated deal flow
• New customers• Increased
revenue• Enhanced
profitability
Tier 3
Tier 2
Tier 1
Anytime enrollment. Monthly promotions.
20+ active customers & 500+
total seats (Example: 20 25-seat
deals)
8+ active customers &
200+ total seats (Example: 10 20-seat
deals)
3+ active customers & 75+
total seats(Example: 8 10-seat
deals)
REQUIREMENTS FOCUS AREAS
Profitability & cloud practice
maturity
Deal flow & momentum
Practice building
Clu
b
Benefits
Club Benefit TiersPlacement based on SMB BPOS active customers
8 April 2023© Microsoft 201037
Club BenefitsSummary of Cloud Champions Club Benefits
FY2011 Benefits Tier 1 Tier 2 Tier 3
Online Services BDM Engagement
Specialized Learning Plans & Programs
Monthly Partner Call
Velocity Funds (Pre & Post-sale BIF)
Marketing Funds
Marketing Advisor
Promotional Incentives
Enhanced Operations Support
We will enhance the benefit mix with your feedback!
BDM: Business Development ManagerBenefits subject to change.
8 April 2023© Microsoft 201038
Participation RequirementsThe program rewards engagement & commitment
1. Conduct monthly business planning activities with your assigned Online Services BDM
2. Discuss sales opportunities with your BDM
3. Subscribe to Cloud Essentials for Tier 1 (FY12 requirement)
4. Gain Cloud Accelerate for Tiers 2 and 3 (FY12 requirement)
Next StepsFor partners ready to enroll today
1. Complete2. Connect
3. Consume
• Complete the enrollment document
• Send it to [email protected]
• You’ll get an enrollment verification mail with your assigned BDM
• Connect with and engage your Online Services BDM
• Create a plan to build and grow your cloud services business practice
• Consume the Cloud Champions Club benefits you’re entitled to:
• Engagement• Marketing Support• Sales Incentives• Operations Support• Readiness
• Grow your cloud services business!
8 April 2023© Microsoft 201040
ResourcesFor all interested partners
● For more information on the SMB Cloud Champions Club: https://partner.microsoft.com/US/cloudchamps
● Short Cloud Champions Club Video: http://www.youtube.com/watch?v=bLLADBvp2Mo
● Get Started - MPN Cloud Essentials: http://www.microsoftcloudpartner.com/
● Get Started - Quickstart Online Services: https://www.quickstartonlineservices.com/public/login/partnersignin.aspx?ReturnUrl=%2fpartner%2fPages%2fdefault.aspx
● Questions: [email protected]
● Online Services Linked In Group: http://www.linkedin.com/groups?mostPopular=&gid=1789204
41Expand your cloud services horizons
Thank you for your partnership.