Converting Clients to Customers

wakefulchardΛογισμικό & κατασκευή λογ/κού

17 Φεβ 2014 (πριν από 3 χρόνια και 1 μήνα)

56 εμφανίσεις

May 19
-
20 l Washington, DC l Omni Shoreham

Douglas Johnson

Marketing Director, Parallels

Converting Clients to Customers

Marketing to Clients Visiting Your Website

Parallels Service Provider Solutions

2

Agenda



Hosting Marketing


Website Marketing


Measuring Your Success


Converting Low Value Clients to High Value Clients


This session examines the marketing of hosted services. In recent years, many services such as shared hosting have
transitioned from the early adopter to the pragmatist stage of client adoption. Other services, such as SaaS are at the
beginning of their adoption cycle and will soon provide lucrative sales rewards to companies who are positioned correctly. Th
is
session will link marketing theories to concrete actions which you can take to position your company. The discussion will
include an overview of web analytics, email marketing, and search engine optimization tools to help you measure your
success.

Parallels Service Provider Solutions

3

Hosting Trends and Opportunities

Market Trend

Key Players

Parallels Driven Opportunities

16% Growth

per
year is expected
through 2011

Parallels helps optimize your computing
resources to minimize your costs and
maximize up
-
selling and revenue.

Applications

increase average
revenue per client

Parallels SaaS standards, virtualization, and
automation tools help providers offer more
applications at a lower cost.

Big Companies

have entered the
hosting market

Parallels provides software which allows you
to compete with the big players. Flexible APIs
mean you can be faster to market.

Virtualization

is
improving hosting
efficiency

Integrated automation and virtualization
products provide an improved hosting
infrastructure and customer services.

Windows Apps

provide revenue
opportunities

Parallels helps you launch Exchange,
SharePoint, and CRM to provide high
revenue services.

Parallels Service Provider Solutions

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Marketing Bell Curve

Visionaries

Geeks

Early Adopters

Conservatives

Pragmatists

Skeptics

Mainstream Market ($$)

Unknown

“The Chasm”

Source: “Crossing the Chasm” and “Inside the Tornado” by Geoffrey Moore

Goal: Be the market leader when a product or solution “crosses the chasm”

Parallels Service Provider Solutions

5

SaaS and a ZDnet Talkback



April 14 Article
: Salesforce and Google team to conquer the enterprise

“Master Joe” says …

First of all, since when is the SaaS thing such a big deal? I have to be honest. I would prefer desktop
applications, over a web
-
based productivity suite, any day of the week. I prefer to have FULL control
over my applications, and to know exactly what they are doing, what information is being transmitted
to and from them, and who can see that information. …

Question: Master Joe is a ___.

a) Early Adopter



c) Conservative

b) Pragmatist




d) Skeptic

Parallels Service Provider Solutions

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Secure

Hosted
CRM

Free trials, 5 layers of server security

Uptime metrics and SLA

www.secureCRM.com

Question: What will Master Joe Click?

Answer:

nothing


he would not search in the first place

… and if he did, he would just waste your salesperson’s time.

Parallels Service Provider Solutions

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Yahoo Finance

Web Hosting

CAMBRIDGE, Mass
-

Despite a long
-
term future marked by commoditization, enterprise spending on
Web 2.0 technologies will surge over the next five years, growing 43 percent each year to reach $4.6
billion globally by 2013, according to a new report by Forrester Research, Inc. The five
-
year Forrester
forecast includes a breakdown of future business spending on technologies such as social networking,
RSS, blogs, wikis, mashups, podcasting, and widgets, as well as an analysis of enterprise Web 2.0
spending across North America, Europe, and Asia Pacific.


Forrester believes that Web 2.0 technologies represent a fundamentally new way to connect with
customers and prospects and harness the collaborative power of employees. Large enterprises such as
General Motors, McDonald’s, Northwestern Mutual Life Insurance, and Wells Fargo have all made heavy
use of these tools, and 56 percent of North American and European enterprises consider Web 2.0 to be a
priority in 2008 according to a recent Forrester survey.

Question: Where is web hosting in the product marketing
cycle?

Parallels Service Provider Solutions

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Where We Are Today?

Visionaries

Geeks

Early Adopters

Conservatives

Pragmatists

Skeptics

Mainstream Market ($$)

Unknown

Shared Web Hosting

VPS Hosting

Dedicated Hosting

Domain Registration

Webmail

Are you marketing to Pragmatists and Conservatives?


Pragmatists: buy based on ROI, ensure that the product/service will help their business,
only buy if other pragmatists have purchased, buy leading brand


Conservatives: skeptical of technology, require ease
-
of
-
use, buy commodity products and
shop for the best value

Parallels Service Provider Solutions

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Your Target Market
-

SMBs


Question: What are SMB Problems and Concerns?


Study by NIFB (National Federation of Independent Business), 2001

1

Cost of Health Insurance

2

Federal Taxes

3

Locating Qualified Employees

20

Poor Earnings (Profits)

34

Ability to Cost
-
Effectively Advertize

61

Effective Business Use of the Internet


How Difficult Are Their Problems?


Survey by Zeryn of Small Business in Service Areas, 2005

(1 = least difficult, 5 = most difficult)

1

2

3

4

5

Finding New Customers

8%

8%

15%

38%

31%

Losing Customers to Competition

36%

36%

16%

12%

0%

Not Enough Growth

4%

0%

26%

48%

22%

Keeping Up with New Technology

46%

29%

12%

8%

4%

Parallels Service Provider Solutions

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What Distinguishes You?


People can remember 1
-
2 things about your company.


Do you know what those are?

“_________ is a leading IT infrastructure provider to startups and small to mid
-
size
businesses, delivering highly scalable hosting solutions that allow customers to focus on
the possibilities of the Internet, not the problems. We provide award
-
winning Managed,
Self
-
Managed, and Co
-
location hosting services through __ state
-
of
-
the
-
art data centers
in __ cities across North America connected together by our ultra
-
fast network.”

Question: How many things are people being asked to
remember in the positioning statement below?


Different branding for different messages

Parallels Service Provider Solutions

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SMBs willing to Pay $1,700 per Website


Why?


Sales


Customers


Revenue


How?


Most SMBs do not want to build their own website, no matter how
easy


$1,700, Really?


$500 for basic site


$200 add a form


$300 add database integration


$250 add Flash and animations


$300 add counters


blogs


wikis
-

and other APS applications


$300 add SEO and other services

Parallels Service Provider Solutions

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Marketing to Pragmatists & Conservatives


Conservatives buy


but they buy
differently from Early Adopters

Observe Messages


No mention of disk space


No guy standing in front of a
datacenter


“we do everything for you”


“affordable”

Conservatives

Pragmatists

Observe Price


$300 setup fee


$90
-

$100 / month

Parallels Service Provider Solutions

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Add
-
On Services


If you cannot sell it, bundle it!


How do SMBs buy services?


Is each decision painful?


SMBs like easy decisions


Easy: Silver, Gold, or Platinum


Hard: Amount of disk space, 20 individual applications, memory, etc.


What should I bundle?

Bundle It

Add It On

Email

Marketing

Fax to
Email

CMS

wikis

Blogs

Forums

Photo

Gallery

Shared

Calendar

File

Archiving

Shopping

Cart

Data

Backup

Parallels Service Provider Solutions

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Add
-
On Examples


Plesk Application Pack


Click
-
n
-
Build


bundles applications in plans for additional $1, $6, $16
per month per user


Managed Backups with Acronis


Redplaid provides “Managed Data Backups” as part of a $180/month
with a dedicated server package


Collaboration (SmarterMail, Open
-
Xchange Exchange)


Contacts, calendaring, mobile mail, anti
-
spam, anti
-
virus


sell at $3
-
$12/month/user


More


Many ISVs might be sitting right next to you with solutions that can
increase your revenue per customer and your profit margins

Parallels Service Provider Solutions

15

Where Can We Go Tomorrow?

Visionaries

Geeks

Early Adopters

Conservatives

Pragmatists

Skeptics

Mainstream Market ($$)

Unknown

Shared Web Hosting

VPS Hosting

Dedicated Hosting

Domain Registration

Mobile Web Creation/Hosting

Virtual Desktop

VPS with legal
software suite

Webmail

Web Hosting in
Minneapolis

Hosted
Applications

Parallels Service Provider Solutions

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Path to Winning High Value Customers

Paying Clients

Low Value

Clients

Internally Hosted
Businesses

High Value

Clients

Leads / Prospects

Trial Participants


Search Engine
Optimization


Advertising


Partnerships


Webinars

Actions to Take

What to Track

How to Track


Site visits


Time per visit


Pages viewed


Navigation paths


Abandonment, exit


Web analytics


Newsletters


Mailings


Forums


Blogs


Open rates


Click through rates


Forum and blog
logins and posts


Email marketing
software


Blog and forum
reports


Sales Contact


User Conferences


Loyalty Programs


Surveys


Conversion rates


Survey responses


CRM software


Survey tools


Partner Programs


Revenue growth


Churn rate


Financial accounting
software

Parallels Service Provider Solutions

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What Will Attract a Customer?

Parallels Service Provider Solutions

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What will attract customer: Message

Parallels Service Provider Solutions

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What will attract a customer: Placement


Heatmap


technique to see where eyeballs move on a
webpage.


Webpage example


Google example


Parallels Service Provider Solutions

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What will attract a customer: Placement


Clickmap

Parallels Service Provider Solutions

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Tracking Your Success


Use Clickmap
to place
popular items
in prominent
locations


Caution: are
the clicks
customers?


Caution: are
popularly
clicked items
helping you
sell?

Parallels Service Provider Solutions

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Tracking Your Success


other metrics


Web analytics provides much more than clickmaps:


Page views


Single page visits


Average page time


Referring domains


Keywords


Browser type/size


Caution


Web analytics does
not always know “bad”
traffic from good


see security.gov.sa,
and I had to cut off
some of the others

Parallels Service Provider Solutions

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Converting Trials to Paying Clients

Paying Clients

Low Value

Clients

Internally Hosted
Businesses

High Value

Clients

Leads / Prospects

Trial Participants


Search Engine
Optimization


Advertising


Partnerships


Webinars

Actions to Take

What to Track

How to Track


Site visits


Time per visit


Pages viewed


Navigation paths


Abandonment, exit


Web analytics


Newsletters


Mailings


Forums


Blogs


Open rates


Click through rates


Forum and blog
logins and posts


Email marketing
software


Blog and forum
reports


Sales Contact


User Conferences


Loyalty Programs


Surveys


Conversion rates


Survey responses


CRM software


Survey tools


Partner Programs


Revenue growth


Churn rate


Financial accounting
software

Parallels Service Provider Solutions

24

Email Marketing


When a client provides an email address to download
a 30
-
day trial … some follow up is required …

Timing*

Goal

Email Title

Welcome Letter

0 days

Welcome letter


describe where to get help and
describe benefits

Checking In

7 days

Ensure prospect is using trial, describe benefits to
explore

Trial Expiring

23 days

Inform that trial is ending, prominently place
enrollment link

Expiration In 1 Day

29 days

Reminder that account will be terminated, enrollment
link

Account Expired

35 days

Thank user, see if they will (1) respond to a price
offering or (2) complete a survey


Sample programs and re
-
brandable letters are
available for Parallels Automation customers

* Email program should identify whether person has enrolled or cancelled before sending an email

Parallels Service Provider Solutions

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Email Examples


JangoMail


ExactTarget


Pricing: $0.004
-

$0.03 per email, depending on volume

Parallels Service Provider Solutions

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Email


Integrated Inside Your Control Panel


Parallels Automation Promotions and Campaigns (price: $0.00)

Step 1: Create Promotion

Define prices, timing, applicable plans, and resources.

Step 2: Create Correspondence

Define delivery options, database fields, and format.

Step 3: Schedule Delivery

Define automated message delivery and conditions.

Step 4: Measure Results

Retrieve reports describing your campaigns.

Parallels Service Provider Solutions

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Email Marketing


How Are You Doing?


Deliverables


90%
-

95% of email should be delivered, bounces involve
people leaving companies, signing up with incorrect
address, etc.


Typical Open Rates


20%
-

40% for opt
-
in email


Highest for niche topics, small lists


Lowest for large lists with less personal relationships,
newsletters


Most measurements based on downloading an image


Click Rates


10% of the people who open an email, will click a link


How to Improve


Subject line is critical


Notice what appears in standard preview pane


Measuring clicks can reduce the number of clicks!


Send relevant and targeted information

send email

email delivered

(90
-
95%)

email opened

(20
-
40%)

link clicked

(2
-
4%)

Parallels Service Provider Solutions

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Blogging and Forums


Encourage registered trial members to participate in
your blog or seek help on your forums.


Do not under
-
estimate the cost of maintaining them


Not talking about hosting or maintaining


Am talking about the cost of maintaining an active forum


Keep clients separate from prospects


Clients need a place to go to escape the world wide web



Parallels Service Provider Solutions

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Converting Trials to Paying Clients

Paying Clients

Low Value

Clients

Internally Hosted
Businesses

High Value

Clients

Leads / Prospects

Trial Participants


Search Engine
Optimization


Advertising


Partnerships


Webinars

Actions to Take

What to Track

How to Track


Site visits


Time per visit


Pages viewed


Navigation paths


Abandonment, exit


Web analytics


Newsletters


Mailings


Forums


Blogs


Open rates


Click through rates


Forum and blog
logins and posts


Email marketing
software


Blog and forum
reports


Sales Contact


User Conferences


Surveys


Conversion rates


Survey responses


CRM software


Survey tools


Loyalty Programs


SaaS Offerings


Revenue growth


Churn rate


Financial accounting
software

Parallels Service Provider Solutions

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Conversion Rates


Getting Trials is Important


Converting Trials to Paying Clients is More Important



Typical conversion rate for free trial: 50
-
70%*


Typical conversion rate for automatic enroll: 60
-
70%



What is happening to prevent conversion?

* source: MarketingExperiments.com

Parallels Service Provider Solutions

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Survey Software


Send clients a survey


Parallels did a SaaS survey to
learn more about what you want.

Parallels Service Provider Solutions

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Importance of Continuous Contact


If people cannot enroll immediately, you will lose them


Almost 90% of people took action within 1 day of
visiting a website.


Purchase decision relies on constant contact

Purchase Timing - Website Visitors
0%
20%
40%
60%
80%
100%
<1 Day
1 Day
7 Days
14 Days
28 Days
Sign Up
Purchase
Parallels Service Provider Solutions

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Converting Low Value Clients to High Value

Paying Clients

Low Value

Clients

Internally Hosted
Businesses

High Value

Clients

Leads / Prospects

Trial Participants


Search Engine
Optimization


Advertising


Partnerships


Webinars

Actions to Take

What to Track

How to Track


Site visits


Time per visit


Pages viewed


Navigation paths


Abandonment, exit


Web analytics


Newsletters


Mailings


Forums


Blogs


Open rates


Click through rates


Forum and blog
logins and posts


Email marketing
software


Blog and forum
reports


Sales Contact


User Conferences


Surveys


Conversion rates


Survey responses


CRM software


Survey tools


Loyalty Programs


SaaS Offerings


Revenue growth


Churn rate


Financial accounting
software

Parallels Service Provider Solutions

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80% of Your Clients are Not Valuable


Why?


They are struggling businesses?


They don’t really need your services?


Your are not following up and selling them more services?


If you are not selling them more services, then you
need to understand their pain points and continuously
market new services


Give surveys


Institute loyalty and partnership programs


Invite your users to Parallels Summit!

Parallels Service Provider Solutions

35

SaaS


The Track to Higher Hosting Revenue

Customer Needs

Web Presence

Email

E
-
commerce

Collaboration

Application Mgmt

Revenue Opportunity (SMB: 20 Users/Month)

$10

$100

$1,000

Domain

Registration

$1
-
$3

Shared Static

Web Hosting

$3
-
$10

Shared Dynamic

Web , DB, Apps

$5
-
$20

Virtual Private

Servers

$15
-
$100

Dedicated &
Managed Server

$100
-
$500

Business
-
Class E
-
mail

(i.e. Hosted Exchange)

$150
-
$300

Add Business Collaboration

(i.e. SharePoint, LCS, VoIP)

$200
-
$500

Advanced Apps

(CRM, ERP, vertical)

$250
-
$1500+

Infrastructure

SaaS

Parallels Service Provider Solutions

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Adding Additional Services


Integrated Billing and Provisioning is the key to selling
clients more services


Parallels Automation maximizes up
-
selling

Customizable Box

Add marketing messages.

News Window

Display news and special
vendor offers.

Email Campaigns

Trigger emails based on
service renewals or other
mechanism. Include link
to online store.

Parallels Service Provider Solutions

37

Thank you


Key Points


Identify your audience, market frequently, pick a niche and win


How Parallels Can Help


Parallels Automation includes up
-
sale capabilities


Parallels Business Automation includes integrated marketing
campaigns


SaaS initiatives and the APS Standard deliver ready
-
to
-
use
applications that already work with your Parallels control panels

Contact Details
:

Doug Johnson

703
-
995
-
6221

djohnson@parallels.com