how clients think: from smb to enterprise

How Clients Think?From SMB to Enterprise

Robin LeonardCEO & Co-Founder, AFDigitalwww.allfamous.com@robin_allfamous

http://www.allfamous.com


01 Introduction

02 Why does it matter?

03 Small to Mediums

04 Mid-Market

05 Enterprise

06 Summary

07 Q&A

Agenda

Introduction

Robin Leonard

CEO & Co-Founder of AFDigital

@robin_allfamous

● AFDigital is a Marketing Tech Services company founded 2011

● Operates across APAC with offices in Sydney, Singapore and

Philippines.

● Salesforce Marketing Cloud Partner

● Approx 60 full time employees.

Let’s go deep inside the thinking of our clients

Ken, Mens Barbershop Owner Kate, Marketing Director, ABC Loans Mike, Chief Digital Officer, XYZ Telecom

SMALL TO MEDIUM MID-MARKET ENTERPRISE

01 Introduction


03 Small to Mediums

04 Mid-Market

05 Enterprise

06 Summary

07 Q&A

Agenda

Challenges facing digital agencies

http://www.bandt.com.au/marketing/australian-digital-marketing-agencies-see-strong-growth-competition-ahead

Running a digital agency has a vast array of challenges.

While it seems like it’s the easiest business to start as it just requires time and skill.

It’s really not.

What are digital agencies planning to do next year?

http://www.bandt.com.au/marketing/australian-digital-marketing-agencies-see-strong-growth-competition-ahead

21% plan on changing their CMS/Digital Marketing system

20% planning on outsourcing more work

17% planning on acquiring another company

Why does it matter?

● Get to the NO faster

● Stop being opportunistic

● Stop wasting time selling the

wrong thing to the wrong client

● If you have lots of different types

of clients, your delivery process

will be difficult

01 Introduction


03 Small to Mediums

04 Mid-Market

05 Enterprise

06 Summary

07 Q&A

Agenda

Ken, Mens Barbershop Owner

I have built a unique brand that my customers love.

My business is busy, but I’d really like to get more bookings.

I’m happiest doing my core job - cutting hair.

SMB Definition

● Staff: 1-50● Revenue: $50k-$2m● Monthly Digital Marketing Budget: $500-$2k

Small to MediumClient Challenges

SMB growing fear is international competition

Source: 2016 Deloitte SMB survey (505x Australian SMBs with 5-95 employees)

Clients most worried about these

SMBs plan for more digital sales and new channels


More than 50% plan more digital sales and/or new channels

Small to Medium Tools

Finding new customers is what SMBs want from tech


What tech helps you find new customers?● Content● Advertising● Social● CRM● Marketing Automation

SMBs with CRM enjoy double revenue growth


Duh..

SMB marketing automation = higher revenue growth

● Marketing automation has tangible ROI associated

● The sales process is relatively easy to automate now with tech

A capability = one automation e.g. Welcome Email

Top All-in-One Digital Marketing Tools for SMB

● Pick a platform that does 90% of what you need it to do

● Avoid creating services that use a lot of different tools or logins

● Create services around best practice use of the platform

Small to MediumWhat to offer?

Established companies are offering SMB services

We made a volume SMB play in 2012 in the Philippines

The problem is - all the Telcos and Domain Hosting Companies are providing this service already.

What do you get for $500/month

If I do all the work:

● What is my rate/hour ($30/hour)

● How many hours do I need to spend per client each month? (16/month)

● I can handle approximately 10 clients max ($5k/month)

If I have a team do all the work:

● Which skills are required to handle one client? E.g. Writer, Designer, Account

Manager (3x @$50k each = $12.5k/month)

● How many clients can one person handle? (Max 10)

● How many clients are required to break-even? (25)

Having skilled staff is a top issue for digital agencies. Staff are the biggest agency cost and are hard to find.

The skills and max clients varies based on package. To increase max clients per team, offer an automated technology solution.

What to offer SMB?

1. Wrap your Service around an “All-In-One” Tool e.g. Social + CRM + Marketing Automation software that is easy to setup and manage for the client.

2. Advertising is the fastest and easiest way to get direct ROI with minimal effort.

3. Get exact on the hours and tasks you will do for each client each month

4. Average Freelancer rates: monthly retainer contracts start from $251, and their project-based fees, from $5,000. Hourly rates range between $50 and $100.

5. AT ALL COSTS AVOID SMB unless you are a SOLO FREELANCER, have a SCALEABLE SOLUTION or have access to a LARGE DATABASE

How to win new SMB clients?

Who should I sell to?

Job Title: Owner, Founder, C-SuiteStaff: 1-99Budget: $500-$2,500

Example Companies:● Real Estate Broker● Plumber● Hair Salon● Small Accounting firm● Startup

Painpoints:● My online presence is stuck in the 90’s● Social media feels like time-wasting when I could be working

on my actual business● I have no idea where to start

Need:● I don’t want to have to do anything● I should be able to switch it on and check it occasionally, or

be notified when there is a problem and have somebody help me

● I have unrealistically high expectations

How to get new SMB Leads?1. Friends and family2. Facebook Lead Ads & Instagram Ads3. LinkedIn (don’t be a dick)

01 Introduction


03 SMB

04 Mid-Market

05 Enterprise

06 Summary

07 Q&A

Agenda

Kate, Marketing Director, ABC Business Loans

1. I have a ridiculously tiny budget

2. 80% of my experience with digital agencies has been painful

3. I need partners to make my job easy, and make me look good

4. I want tangible, quotable ROI

5. I know that our tech isn’t up to scratch... we need advice

6. Questioning whether we should do digital in-house

Mid-Market Definition

● Staff: 10-500● Revenue: $2m-$100m● Monthly Digital Marketing Budget: $3k-$20k

Mid-MarketClient Challenges

86% of CMOs surveyed believe they will own the end-to-end customer journey by 2020

“

Mid-Market Challenges / Fears

This is the big gap that an agency can fill

Who owns digital strategy?

https://blogs.oracle.com/marketingcloud/uncovering-cmo-insights-on-their-journey-to-digital-agility

Mid-Market Tools

Mid-Market Tools - Marketing Automation

Watch this space

Top 3

Mid-Market Tools - Marketing Automation

More serious Corporate Marketing Automation

Marketing Automation is difficult

Mid-Market Tools - Social

Mid-MarketWhat to offer?

What are other people offering?

SERVICE BASIC BUSINESS PROCustomer Success Manager Weekly Customer Success Call Weekly Customer Success Call Weekly Customer Success Call

Website Management• Monthly Website Audit (SEO/CRO)• Ongoing Page optimization• 20 Web Dev / Designer Hours

• Weekly Website Audit (SEO/CRO)• Ongoing Page optimization• 20 Web Dev / Designer Hours

• Weekly Website Audit (SEO/CRO)• Ongoing Page optimization• 20 Web Dev / Designer Hours

Social Page Management Facebook, Twitter, Google+ Facebook, Twitter, LinkedIn, Google+ Facebook, Twitter, LinkedIn, Google+, Instagram, Pinterest

Social Posts • 2-3 posts per day• 10 Tweets/day

• 2-3 posts per day• 20 Tweets/day

• 2-3 posts per day• 30 Tweets/day

Social Lead Generation 20 interactions/day 30 interactions/day 50 interactions/day

Blog Creation 1 Blog / week 3 Blogs / week 5 Blogs / week

Email Marketing 1 per month 2 per month 1 per week

Social Media Artworks 2 images per week • 5 images per week • 7 images per week

Reporting • Client Dashboard• Weekly/Monthly Web & Social Reports

• Client Dashboard• Weekly and Monthly Web/Social

Reports• Monthly social listening report

• Client Dashboard• Weekly/Monthly Web & Social Reports• Weekly social listening report

RECOMMENDED PRICE $4,500/mo $6,500/mo $8,500/mo

Paid Advertising (Recommended Additional Spend)

What do you get for $5,000/month

What is skills are needed to run your service?

● Account Manager

● Writer

● Multimedia Designer

● Advertising Specialist

● Email Specialist

● Social Specialist

How many hours do I get for $5,000?

● $5,000 divided by $50/hr = 100 hours

● 100 hrs divided by team of 6 = 2 days effort per person per month

How many clients can my team handle?

● A team of 6 staff could cost (6x @$50k each = $25k/month)

● How many clients can one team handle? (3-5)

● How many clients are required to break-even? (5)

These skills are in high demand and expensive

This breaks when people get sick or resign

New client onboarding and campaign support can be intensive, and distract staff from other clients

More clients = reduced quality

What to offer Mid-Market?

1. Wrap your Service around best of breed paid tools. See Hubspot, Marketo, Salesforce, Microsoft, Sprout Social. Seek Partner status.

2. Create digital marketing packages ranging between $2,000 - $10,000 per month. E.g. Beginner, Intermediate, Professional - as an alternative to an in-house team.

3. Don’t offer services you are not good at. If you are great with video content but terrible with websites, don’t offer websites. unless you have a trusted partner that can do this for you.

4. Create a robust onboarding process to set a clear plan so there is no confusion during execution.

5. Track project P&L carefully

How to win new Mid-Market clients?


Job Title: C-Suite, Marketing DirectorStaff: 50-1,000Budget: $2,000-$20,000

Example Companies:● Business Loans Company● Fashion Retail Brand● Movie Cinema Chain● 24 Hour Gym

Painpoints:● Previous agency dramas● Need to choose/upgrade marketing tech● Under pressure to prove ROI● Questioning pros/cons of doing in-house

Need:● Pick the best agency for my budget● Migrate, upgrade or utilize our marketing tech● Be able to govern agency quality effectively● Tangible ROI

How to get new Mid-Market Leads?1. Referral from a Software Partner2. Identify a list of target companies3. Direct sell / hustle / find decision maker4. Facebook Custom/Look-a-Like Audiences5. LinkedIn (don’t be a dick)

Barriers● Need success stories / references● Need experience in same industry● Your own digital marketing is bad

01 Introduction


03 SMB

04 Mid-Market

05 Enterprise

06 Summary

07 Q&A

Agenda

Mike, Chief Digital Officer, XYZ Telecom

1. Rate of tech change is both exciting and challenging

2. Responsible for “Digital Transformation” for next 5 years

3. Migrating marketing budget into digital channels

4. The structure of the business needs to change and become more agile

5. I’m talking to IT companies (Accenture, Microsoft, Salesforce) about Marketing

Enterprise Definition

● Staff: 1,000+● Revenue:$100m+● Monthly Digital Marketing Budget: $300k+

EnterpriseClient Challenges

Technology disruption is changing customer behaviour at a blistering pace

4 – Smart CustomerCustomers use:• Personal data holds monetary value• Spend more time in VR than in real life• Personal robots and home automation• Omnipresent Sensors and Displays• Omnichannel Customer Service• Omnichannel 1:1 Personalization• Electronic currency (Bitcoin)• 3D print anything• Self-driving cars Customers are here now

2020

Tech

nolo

gy D

isru

ptio

nHigh

Low

1990 2000 2010

2 – Analog CustomerCustomers use:• Mobile• SMS• Web Search• Web Chat• Email

3 – Digital CustomerCustomers use:• Mobile email• Online purchasing• Mobile social networks• Web Search for Content• Mobile Chat

1 – Offline CustomerCustomers use:• Landline• TV• Radio• Print• Billboard• Retail• Events

Now

Enterprise Challenges / Fears

Enterprise Challenges

● Localizing marketing content

● ROI measurement across brand and country

● Handling multiple languages

● Enabling all regions to leverage tools

● Providing shared content assets to all markets

● Slow to decide/buy/upgrade Marketing Tech

● Everybody wants digital transformation

Enterprise Challenges / Fears

Increase Increase Increase

THE BIG BUDGET SHIFT

In a 2015 study performed on +$500m companies by Gartner in US, Canada and the UK, found that more money is being spent on Marketing Technology than Advertising.

Overall Marketing Budget Spend

● Labor 35%● Marketing Technology 33%● Advertising 31%

How is the Marketing Technology Budget Spent?

● Marketing and analytics software purchased as a service (24.4%)● Infrastructure (e.g., servers, storage, network) to run marketing

software (28%)● Cross-charges for IT (21.3%)

External services to develop, implement, and integrate marketing applications (25.2%)

● Other (1.1%)

Enterprise Tools

Top Strategic Marketing Programs

The death of traditional channels?

Enterprise Tech Acquisitions

The Marketing Tech War has just begun

Enterprises are looking for long term cross-cloud SaaS

Budget Sales Service Social Multi-Channel Automation Web Analytics Advertising eCommerce

3rd Party(App Exchange) Sales Cloud Service Cloud Social Studio

Salesforce Marketing

CloudCloud Pages Analytics Cloud

Social.comActive

AudiencesDemandware

Dynamics Marketing CRM Dynamics CRM Dynamics Social

EngagementDynamics Marketing Sharepoint Microsoft

Power BI LinkedIn? Microsoft Commerce

IBM Marketing Operations - - IBM Social

IBM Marketing Cloud

(Silverpop)- IBM Watson

Analytics -Websphere/

Sterling Commerce

- - - Adobe Social Adobe Campaign

Adobe Experience Manager

Adobe Analytics Adobe Media Optimizer

Adobe Experience Manager

Marketing Cloud Sales Cloud Service Cloud Social Cloud

Marketing Cloud

(Responsys)

Commerce Cloud Data Cloud

Marketing Cloud

(Responsys)ATG

3rd Party(Allocadia) - - Social Marketing

AutomationPersonalized

ContentMarketing Analytics Digital Ads Vista Equity

Partners

EnterpriseWhat to offer?

What is Digital Transformation?

How to measure and forecast maturity?

Leverage global learnings and unlock hidden capabilityBy measuring globally, understand strengths and weaknesses, gain shared learnings and increase the rate of global maturity.

NZ: 3.9AU: 3.5

PH: 2.8

MY: 3.9

VN: 2.7

CH: 3.0

INDO: 3.1

INDIA: 2.9

CHI: 2.5 ARG: 2.7

LDN: 3.8

FR: 3.7

NYC: 3.7

SF: 4.2

Global Maturity: 3.2

Set company wide goals for the next 3 yearsBy setting a baseline, it allows you to set a goal and vision for where your want your business to be in the future.

1. Deprioritized

• Leadership: No directive from upper

management; no roadmap or budget

• Staffing: Part-time staff or agency, no

ownership, no social media policy

• Playbooks: No social media playbooks

• Education: No social media training,

certification programs, or self-learning

• Listening: No social metrics/KPIs. No

audience, brand and competitor monitoring.

• Community: No community growth,

segmentation, acquisition, engagement

• Content: No content strategy, library, QA

process, agile content. No in-house content

operation.

• Advertising: No media agency, Facebook

native ads only, no remarketing. No clear path

to ROI.

• Tools: Staff use native social network

• Risk: Social not in BCP, no owner of social

risk, no security around access. No crisis

detection

3. Active

• Leadership: Slowly investmenting. Plan

exists with dedicated budget and space.

• Staffing: 2-3 dedicated staff. One team for

entire company. Social media policy training.

Clear job descriptions.

• Playbooks: Procedures and FAQs,

templates, quality guidelines, approvals.

• Education: Onboarding training and testing,

knowledgebase, external training and

certifications

• Listening: Tracking metrics, occasional

monitoring. Regular competitor and audience

reporting. Tickets can be raised in CRM from

social.

• Community: Lead generation campaigns. 2

hour response time and negative mention

engagement

• Content: Full content strategy by channel.

Design templates for re-use. Content

approval. Small in-house content team.

• Advertising: Programmatic advertising,

remarketing, boosting, basic ROI

• Tools: Low cost tools used.

• Risk: BCP considers social. Basic procedures

in place.

2. Organized

• Leadership: Evolving business case,

knee-jerk social activities, some budget

redeployed. Plans for Command Center

• Staffing: 1+ dedicated staff, social owned by

Marketing. Social media policy in place

• Playbooks: We have FAQs, content

templates, basic procedures documented

• Education: Informal or external training,

informal tests, 3rd party online learning

• Listening: Clear objectives, no metrics.

Occasionally listen to social. Basic CRM

integration

• Community: We are growing our community

and understand their demographics. We try

get fans to visit our website. We respond

within a day.

• Content: High level social brand strategy.

Shared drive for content. Spot check QA

after. Slow to create content

• Advertising: Agency manages. Basic

remarketing. No actual ROI.

• Tools: Mostly free tools used

• Risk: Basic crisis plans, crisis owned by

brand, some user access risk. 1 week crisis

detection.

ExtensiveLimited

Bus

ines

s Im

pact

High

Low

5. High Performing

• Leadership: 3+ yr roadmap. Dedicated

budget. Seamless command center. C-Level

fully active.

• Staffing: 10+ dedicated staff. Central

governance with multiple teams. Clear owner

per department. Career paths.

• Playbooks: Playbooks in place, regularly

updated and staff trained/certified.

• Education: In-house training, testing and

certification. Online assessments with

multi-level certifications.

• Listening: Metrics & KPIs tied to company

objectives. Constant monitoring and

automated triggers. Data integration.

• Community: Aggressively growing. Persona

targeting. 5 min response SLA and proactive

engagement.

• Content: Full content strategy by channel,

segment. Trending topic monitoring. 100%

social content approval. Full in-house content

team

• Advertising: Latest tech, CRM integrated,

customer journey integrated.

• Tools: Enterprise tools

4. Optimized

• Leadership: 2 year roadmap, dedicated

budget for small internal team and partners.

Basic command center.

• Staffing: 3-10 dedicated staff. Multiple teams.

One clear owner of social. Policy training &

certification. Career paths.

• Playbooks: Approved Playbooks for Service,

Content, Reporting and Sales.

• Education: Formal in-house training, widely

used knowledgebase. Online learning,

assessments and certifications.

• Listening: Metrics & KPIs set. Regular

monitoring of brand, competitor and audience.

Integration with BI.

• Community: Heavy paid advertising for

fan/lead acquisition. 30 min response time.

Proactively engage.

• Content: Full content strategy by channel and

segment. Content library. 100% social content

approval. Full in-house content team.

• Advertising: Excellent media agency using

programmatic platform. Remarketing. ROI

targets.

• Tools: Mid-price tools used.

• Risk: 2 hour monitoring. Publishing control. 2.9

CLIENTJan 2017

3.4CLIENT

Jan 2018

4.5CLIENT

Jan 2019

4.9CLIENT

Jan 2020

Pick the low hanging fruitAlign priorities across stakeholder groups with a clear prioritization framework

HighLow

Est

imat

ed B

usin

ess

Val

ueHigh

Low

Difficulty of Implementation(e.g. Time, investment etc)

BUILDING BLOCKS

LOW HANGING FRUIT DIFFERENTIATORS

BEARS

Business Case

2 Year Roadmap

Dedicated budget

Basic Command Center

Exec Social Media Training

Leadership

2-3 in-house dedicated staff

Social Media Owner

Social Media Policy

Job Descriptions

Staffing

Command Center

Playbooks

Engagement Playbook

Publishing Playbook

Listening PlaybookSelling Playbook

Crisis Playbook

Social Customer Service Playbook

Education

Onboarding Training & Testing

Knowledgebase

External Training & Assessment

3rd-Party Online Training

Listening

Social Metrics tied to Business Goals

Brand Listening

Competitor Listening Notifications

Regular Insights Listening

Integrate Social data with BI stack

Community

Grow database with latest advertising tech

Segmented content and campaigns

Optimized website for social visitor conversion

30 min response time (Social Customer Service)

Proactive social engagement

Content

Content Strategy per channel, per segment

Design Templates

Social Publishing Approval

Social content SLA 1-2 days

In-house Content Team

Advertising

Remarketing & Custom Audiences

Programmatic Advertising

Regular Boosting

ROI tied to advertising

Tools

Implement Social StudioOmni-channel CRM

Risk

Business Continuity Plan

Risk team owns social risk

Historical Crisis Analysis

Legend

Build a Strategic RoadmapBased on your agreed priorities, it is easy to lay out a strategic roadmap for the next few years.

Q12017

Q22017

Q32017

Q42017

Q12018

Q22018

Q32018

Q42018

2.0(Maturity)

3.0(Maturity)

4.0(Maturity)

Business Case

2 Year Roadmap

Exec Social Media Training

Social Media Policy

Publishing Playbook

Listening Playbook

Onboarding Training & Testing

External Training & Assessment

3rd-Party Online Training

Social Metrics tied to Business Goals

Content Strategy per channel, per segment

Design Templates

Remarketing & Custom AudiencesRegular Boosting

Implement Social Studio

Social Customer Service Playbook

30 min response time (Social Customer Service)

2-3 in-house dedicated staff

Social Media Owner

Basic Command Center

Selling Playbook

Crisis Playbook

Knowledgebase

Brand ListeningCompetitor Listening Notifications

Regular Insights Listening

Integrate Social data with BI stack

Grow database with latest advertising tech

Segmented content and campaigns

Optimized website for social visitor conversion

Proactive social engagement

Social Publishing Approval

Social content SLA 1-2 days

In-house Content Team

Programmatic Ads

ROI tied to advertising

Omni-channel CRM

Business Continuity Plan

Risk team owns social risk

Historical Crisis Analysis

Dedicated budget

Job Descriptions

Implement “Agile Digital Transformation” ThinkingTechnology is changing faster than businesses can keep up. The only solution is an “Agile” approach - which focuses on iterative change.

Transform(4-6 weeks)

Operate(3 months)

Strategic Roadmap

Sprint(1 week)

Maturity AssessmentStrategic Roadmap

Quarterly Business Review

Transformation ProjectsNew Channel SetupNew Data Source IntegrationNew 1:1 Customer JourneysNew Best Practice PlaybookNew Training Programs

Marketing OperationsTech SupportAgile MarketingContentAdvertisingReportingEngagementLearning

SprintsBlueprint RequirementsPrototype DashboardPoC IntegrationUser Story X

The Strategic Roadmap should be reviewed and re-prioritized every quarter.

A Transform project will be run by a small dedicated, multi-skilled “squad”. Each project will generally last 4-6 weeks and will typically be to implement a new feature, channel, platform or methodology iteration.

The Operate cycle is a business operation that gets reviewed every quarter and the output of transformation projects may get absorbed into the operation as BAU.

QBR

The Marketing Organization of the futureAgile Digital Transformation is not a project, it’s a mindset and an investment.

Marketing Consultant /

BAWriter Designer Quality

Analyst

Tech Consultant / Developer

Marketing Operations Manager

Analytics Manager

Marketing Manager

Training and QA Manager

Customer Operations

Digital Transformation Manager

Solution Architect

Technology Architect

Strategic Roadmap / QBR

Social Specialist

Scrum / Project Manager

Transformation Squad x N

Transform(4-6 weeks)

Operate(3 months)

Strategic Roadmap

Sprint(1 week)

QBR

Creative Director

Email Specialist Writer

Reporting AnalystTrainer Quality

Analyst

Customer Care Manager

Social Specialist

n Social Care Agents

Social Specialist

n Live Chat Agents

Social Specialist

n Email Agents

Social Specialist

n Voice Agents

Social Specialist

n Video/VR Agents

IT Support Manager

Multimedia Designer

Advertising Specialist

Social Support Agent

CRM Support Agent

Marketing Cloud

Support

Data Support Agent

What do you get for $20,000/month

Will you structure your pricing?

● Managed Services usually means fixed price, fixed scope. Agency responsible

for performance.

● Dedicated Staff means you provide skilled manpower and the client is

responsible for performance - or you have a dedicated Agile team.

How many hours do I get for $20,000?

● $20,000 divided by $200/hr = 100 hours

● 100 hrs divided by team of 6 = 2 days effort per person per month

How many clients can my team handle?

● A team of 6 staff could cost (6x @$50k each = $25k/month)

● How many clients can one team handle? (1-2)

● How many clients are required to break-even? (2.5)

Hourly rate needs to support overhead of large agency with 50+ staff

Enterprise clients are actually less demanding, but expect premium quality

What to offer Enterprise?

1. Wrap your Services around the Enterprise Marketing Tech they already use

2. Your strategic consulting and RFP game needs to be strong

3. Sell dedicated consultants over bundles/packages.

4. Clients expect the same delivery quality as Deloitte and Accenture

5. You need to be able to accredit directly, or sub-contract

How to win new Enterprise clients?


Job Title: C-Suite, Marketing Director, CTOStaff: 1,000+Budget: $20,000++

Example Companies:● Telstra● ANZ Bank● Qantas● Fonterra

Painpoints:● Marketing Tech skills shortage● Under utilizing marketing tech licenses● Cannot increase headcount easily - dependent on

contractors/partners● Operationalizing marketing tech into BAU operations across

countries, business units and brands● Fragmented and overlapping agencies/partners in the

customer journey

Need:● A digital transformation vision● One partner, one platform, one solution (e.g. Accenture)● Consolidate agencies with shared marketing operations● Maximize license capability

How to get new Enterprise Leads?1. Referral from a software partner2. Identify a list of target companies3. Direct sell / hustle / find decision maker4. Events / Sponsorships5. Email / Inbound Marketing6. Facebook Custom/Look-a-Like Audiences7. LinkedIn (don’t be a dick)

Barriers● Success stories / references● Experience with same tech● Accreditation

01 Introduction


03 SMB

04 Mid-Market

05 Enterprise

06 Summary

07 Q&A

Agenda

Summary

Ken, Mens Barbershop OwnerRevenue: $50k-$2mBudget: $500-$2,000What to sell:

- Wrap service around automated tools

- Advertising is low effort- Minimal hours per month- Avoid unless Solo or Scaleable

Kate, Marketing Director, ABC LoansRevenue: $2m-$100mBudget: $3,000-$20,000What to sell:

- Wrap service around paid tools, become software partner

- Create packages- Focus on what you’re good at

Mike, Chief Digital Officer, XYZ TelecomRevenue: $100m+Budget: $200k+What to sell:

- Wrap service around enterprise tech, become software partner

- Bring a strong Enterprise consulting/transformation game

- Accredit or sub-contract

01 Introduction


03 SMB

04 Mid-Market

05 Enterprise

06 Summary

07 Q&A

Agenda

Thank You...

Robin LeonardCEO & Co-Founder, AFDigitalwww.allfamous.com@robin_allfamous

