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roughhewnstupidInternet και Εφαρμογές Web

18 Νοε 2013 (πριν από 4 χρόνια και 1 μήνα)

86 εμφανίσεις

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John Gravely;

Vice President
,
Marketing and
Product Marketing

©

SCRIBE SOFTWARE CORPORATION
2009

Inside the Scribe Marketing
Machine

Webcast Information

Please use computer audio

Presentation is 30 minutes; Final 10
minutes for Q&A

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screen visibility

Agenda

Re
-
Brand/messaging simplification

Re
-
Build Web Presence

Marketing Automation

Search Engine Optimization (SEO)

Online Advertising/Search Engine Marketing

Sales and Marketing Tools

Marketing Events

CRM Data Cleanup

Social Media

List Purchase and Direct Mail

Partner/Customer Outreach

Re
-
Brand/messaging simplification

Simplified the message


Before
:
Everybody Working as One


After
:
Configurable Data Integration and
Migration software

Improve branding aesthetics (logo, colors,
materials)

Product: Enhance product UI with icons
and fonts


XML

Applications

JD Edwards

SAP

Lawson

PeopleSoft

Siebel

Netsuite

Webtrends

MAS 90/200

MAS 500

Epicor

Pivotal CRM

Onyx CRM

Databases

ODBC

SQL Server

Oracle

IBM DB2

Pervasive

MySQL

Informix

File Data

TEXT/CSV File

EXCEL

XML

Salesforce.com


SalesLogix

ACT!

Sage Line 50

Microsoft

SQL
Server

Goldmine

Web Services


Custom Web Services

Commercial Web Services

Application Web Services

Oracle

Microsoft Outlook


Dynamics CRM

Dynamics CRM on
-
premise

Dynamics CRM Online

Dynamics CRM Partner Hosted


Dynamics GP

Dynamics GP

Dynamics GP Partner Hosted


Dynamics AX

Dynamics AX

Dynamics AX Partner Hosted


Dynamics NAV

Dynamics NAV

Dynamics NAV Partner Hosted


Dynamics SL

Dynamics SL

Dynamics SL Partner Hosted


Microsoft
Dynamics

Scribe Adaptability

Re
-
Build Web Presence

Key areas; Aesthetics,
Organization/Accessibility of Information,
Customer Evidence

Home Page: Clearly articulate what you do

Enhance site navigation


Align with keywords

Emphasize Customer Evidence


Project success snapshots

Resource library

Marketing Automation

Email Marketing

Web Visitor Tracking

Web Forms

Lead Scoring

Nurture/Drip Marketing

Workflow (e.g. add to drip if inactive for…)

Site Search

Paid/Natural Search

Opportunity tracking

Marketing Automation

Content Management

Each piece of
content is
behind a unique
form


Now we know
what visitors
are interested
in and can tailor
the message

Search Engine Optimization (SEO)

On page SEO (all the basics


very
targeted keywords)


Data Integration, CRM Integration, ERP
Integration, Dynamics Integration

Off page SEO


Partner Listing (credible, reciprocal links with
specified anchor text)


OpenMind links


Blog links


Online Advertising

Search Engine Marketing (SEM)


Multiple ads (Google will test for you)


Multiple keyword combinations


Structure campaigns so you can bid optimally

Sponsor niche sites/blogs


Mibuso


Dynamics User

Sales and Marketing Tools

Automate!!!

Product videos

Free trial

VPC Images

vBook training


vBooks

Searchable, Instructor led web training

Marketing Events

Convergence: US and EMEA

Directions NAV: US and EMEA

Worldwide Partner Conference


Annual Partner Appreciation Event

Australia Partner Conference

CRM/GP/NAV/AX UG Summit

Reseller Conferences and Events

CRM Data Cleanup

Used Amazon’s Mechanical Turk to append
Industry designation

Use forms to collect CRM and ERP system in use

Focus on a few key data elements


Type
: Prospect, Reseller, End User


End User
: Perpetual, Term, Hosted


CRM

System in use


ERP

System in use

Social Media

Scribe Blog


Publish posting schedule internally (goal: one post every 5 days)


Posts become the content for monthly newsletter


Guest posts add interest

Facebook Fan Page


Ads are very targeted, investment is low

Twitter (manage with Co
-
Tweet)


Blog Posts


Product Releases


System Downtime


Press Releases

Monthly Webcast Series


List Purchase and Direct Mail

Use Match Code to guarantee ‘net new’ data


First 10 characters of organization name + first 5
characters of City (
Scribe
SofBedfor
)

Direct mail + call campaign to qualify

Partner/Customer Outreach

OpenMind

Scribe MVP’s

Q&A

Q&A

John Gravely;

Vice President, Marketing and Product
Marketing