Pick Up The Pace!Microsoft Dynamics Marketing

Resources

Welcome!

• Intros– Cheryl Strege– The Partner Marketing Group, a marketing consulting

resource for Microsoft Dynamics partners• And…

– Who are you?– What do you do?– What do your customers love about your

organization?– Dogs or cats?

Questions about Microsoft Resources?

• Who?• What?• Where?• How?• When?

Objectives

• Leverage the Microsoft resources to save you time and money getting your plan in-market.– Top #10: Where are they found, how and when should

you use them?• Ask lots of questions, learn from each other.• Have fun and win prizes!• Your Objectives?

– There are so many Microsoft resources. Which ones should I use, and how much do they cost?

– What else?

Agenda

• Microsoft Resources to Enable Your Marketing Success– Deep dives into RTGs, MPE, CTA, PVRC, PMC, CDF,

MPC and more! – Vertical Marketing

• Action Items • Summary: Next Steps

Types of Marketing: Overall Response Rates By Marketing Medium

Dimensional Mail (non-flat mailer) 5.49%Telemarketing 5.45%Direct Mail 2.73%Email 2.31%Catalog 2.23%Coupons 1.77%Radio 0.31%Magazine 0.30%Newspaper 0.15%

Source: DMA Direct Marketing Association 2006 Survey www.the-dma.org

Microsoft Marketing Resources

Ready to Jump In?

First Things First! #1: Join the Marketing Professional Community

• Network of Marketing Peers for Best Practice Sharing• Monthly Web Seminars • Periodic Learning & Networking Opportunities• Distinction in Marketing Awards• Learn More and Register on the Community Site on

PartnerSource: https://mbs.microsoft.com/partnersource/communities/marketing/

Microsoft Dynamics Marketing Guide

– Desktop reference of Microsoft Dynamics-specific marketing resources

- Hard copy mailed to MPC members last Nov.

- https://mbs.microsoft.com/downloads/partner/marketing/Resources/FY08_Marketing_Guide.pdf

Microsoft Dynamics Quick Reference Sheet– Two-page ‘cheat sheet’ of available

resources– https://mbs.microsoft.com/

partnersource/communities/marketing/resources/marketingcreativeresources/quickref.htm

Marketing Learning Plan

• Five step plan to marketing with Microsoft

• Contains almost all of the resources I’ll talk about today

• Contains extensive listing of on-demand webcasts (excellent topics)

• Will be updated this fall (has been mailed, in past years, to the MPC)

• https://mbs.microsoft.com/partnersource/communities/marketing/marketingreadiness/learningplan.htm

#2: Partner Solution Profiler https://partner.microsoft.com/40020720

• When you profile your solutions and services, you can promote them to the more than 70,000 customers who search Microsoft.com for technology experts every month.

• Site where your profile is populated:– Partner Finder– Microsoft Communications Sector Directory– Microsoft Dynamics website– Microsoft Midsize Business Center– Microsoft People-Ready campaign– Solution Finder website– SQL Server website– Windows Marketplace

Remember: who are you, what do you do, why do your customers love you?

#3: Executing Marketing Campaigns

• Microsoft Ready-to-Go Campaigns are easy to use marketing materials and services that can help you identify sales opportunities, generate demand, and grow your customer base.

• With these customizable direct marketing templates, event resources, and sales tools you can easily tailor a Ready-to-Go Campaign to the specific needs of your business.

• Microsoft will handle list purchasing, printing, postage, sorting, and mailing.

https://partner.microsoft.com/us/readytogo

Ready-To-Go’s• Everything You Need, In One Place

• Campaign Overview, List Selection, Communication Outreach, Lead Nurturing, and Sales Conversion material for a specific campaign… all in one place; you customize the material, and the Ready-to-Go Campaign will help you get it out the door.

• The Right Content For Your Business Needs• Microsoft has tailored a Ready-to-Go version for you, based on your

marketing and business needs as you profile yourself, using multiple tactics and touches (Direct Mail, Email, Events, Telemarketing, Online and Web).

• Targeted Prospect Criteria and Lists • Access to exclusive Microsoft approved and used list sources with access to

over 15.7 million potential contacts to go to market more efficiently.

RTG Content Description• Marketing Readiness

– PPT decks– Messaging framework

• Sales Readiness– Webcast– Quick reference cards

• Website content and online marketing– Website copy– Web buttons and banners– Paid search campaigns

• Mailing Formats (postcard, letter, email)

• Offers: – Brochures– Case Studies– Whitepapers

• Telesales Call Guide• Assessment Worksheet• And more!

Ready-to-Go Microsoft Dynamics Financials Letter

How I Would Use RTGs• Wealth of downloadable resources I can

customize• Offers for my marketing campaigns such as

Evaluating Financial Management whitepaper and new CRM product guides, CRM customer showcase video, etc.

• Assessment worksheets and other tools• List counts• Upload your own list to the site for a mailing• Case reference builder

Marketing Desk: http://www.mspartnerdirect.com/mktghelp/

#4: Case Reference Builder

• Happy customers are one of your most effective sales and marketing tools.

• Use this template to quickly create a case study on an interesting customer story.

• Receive a high quality pdf (no charge) or have Microsoft print it for you!

http://www.mspartnerdirect.com/action/microsoft/site/catalog/piece/PieceView?pieceID=273&sourceCampaignID=263

Watch for This• List is primarily InfoUSA.• Very little customization partners can make to the

direct mail pieces.• Difficult to “sell” the offer in the letter since

there’s little space for it (but mentions Microsoft Dynamics CRM eight times).

• Financial Management campaign has one offer, CRM campaign doesn’t have any.

• Difficult to nurture prospects if you use RTGs for a one-time campaign. Best option is to upload your own list.

#5: Microsoft Partner Events

Microsoft Partner Events program provides tools, content, and services to help you plan, deliver, and measure your own events

• Jump Start webcasts• Click-to-Attend

www.microsoftpartnerevents.com

Jump Start Webcasts• How many deliver regularly scheduled webcasts

to your prospects and customers?• It can be a challenge. You have to…

– Purchase and setup the meeting software– Develop a topic– Create the presentation– Practice delivering the presentation– Execute the lead generation efforts to drive

registrants/ attendees– Create a registration landing page

• Not any more!

Jump Start Webcasts• Use the Jump Start Series to Add Prospect Webcast Events to

Your Marketing Mix and Accelerate Your Pipeline– “Jump Start” webcast series allows you to quickly and easily set up a

confidential “Click-to-Attend” personalized registration site for any of the webcast topics.

– Any prospects and customers you drive to the events remain private on your Click-to-Attend site and are not at risk to be reassigned to other partners.

– Webcast presenters are Microsoft Dynamics Partner Technical Specialists with a deep knowledge of their topic and years of presentation experience.

– Partner Experience:• “Setting up our own webcast program would be too time

consuming, and we don’t really have the resources to set up our own webcasts.” Jump Start has made it easy to focus time, and marketing dollars, on getting the message in front of the prospect.

Jump Start Webcasts• Topics:

– How Microsoft Dynamics GP Can Help If You Have Outgrown QuickBooks

– Microsoft Dynamics GP Can Help If You Have Outgrown Your Current Accounting Software

– Grow Your Business with Microsoft Dynamics CRM– Session 1: Use Microsoft Dynamics AX to Improve Your User's

Productivity with Familiar Tools– Session 2: Use Microsoft Dynamics AX to Manage Rapidly

Changing Demands That Affect How You Compete– Session 1: Use Microsoft Dynamics NAV to Effectively Manage

Operations (Finance through Production Planning) by Leveraging an Integrated Business Solution

– Session 2: Learn how Microsoft Dynamics NAV Can Help You Leverage Technology to Optimize and Connect Your Business

Jump Start Webcasts• Use the Jump Start webcast Series to…

– Reach a larger number of potential prospects and customers in your target market.

– Add monthly webcasts to your marketing calendar to fill any gaps in your marketing strategy and increase awareness of the solutions you deliver.

– Leverage the professionally developed and presented topics to drive your prospects to the close.

– Lastly, there’s no cost to participate!• Learn more and view the monthly schedule at:

https://mbs.microsoft.com/partnersource/communities/marketing/marketingreadiness/JumpStart.htm

Click to Attend Registration Site

• Free website you can use to take registrations for events such as Jump Starts, User Groups, Lunch-n-Learns or any other event.

• Just set up your event on www.microsoftpartnerevents.com and Click to Attend will automatically be populated with your information.

#6: Customer Campaigns on the Partner Marketing Center

• Site for “self-service” marketing tools, templates, and planning resources.• Designed for all partners• https://partner.microsoft.com/global/40019331

Profile Your Company’s Marketing Needs and Experience

Variety of Campaigns Available

Business Solutions

#7: Content for Marketers – ISV Site

• ISV Website– Marketer Resources:

http://microsoft.mrmpslc.com/USISV/resources.aspx

– ISV Telesales Service: http://usisvmarketing.com/isvtelesales/

• Excellent online marketing resources, such as SEO and SEM

http://microsoft.mrmpslc.com/USISV/

GREAT!

Online Marketing Resources• Save on Insider’s Guide to Search Engine Marketing

– Learn how to achieve better search-engine rankings, how to set up and manage a pay-per-click advertising program, and more. Take this self-paced course by SEMPO Institute, a US$399 value offered exclusively to Microsoft partners for US$25. Use coupon code MSWWP08.

• Website Optimization• Search Engine Optimization• Search Engine Marketing • Web Analytics• Email Marketing• Webinars and Webcasts• Social Networks

https://partner.microsoft.com/global/40073322

EXCELLENT!

#8: Offers, Offers, Offers!

• An offer motivates a prospect or a customer to respond. • When responding, whether it’s by email, business reply,

phone, or fax, they give up some piece of information in exchange for the offer.

• Offers vary by sales stage. An offer for a demo is inappropriate at the beginning of the relationship.

• Good offers at the beginning of the sales cycle are generally educational in nature: whitepapers, industry reports, analyst reports, etc.

• Do not send out a direct marketing campaign without a strong offer – in general, you’re wasting your time and money.

• Lastly, “a salesperson will call” is not a good offer.

Where Do I Find Offers? • “How Smart Marketers Craft Compelling Offers

– http://www.msreadiness.com/CourseDetail.aspx?id=5325

• Partner Vertical Resource Center (PVRC)– https://partner.microsoft.com/40020485?msp_id=vertical

• Partner Marketing Center – https://partner.microsoft.com/global/salesmarketingsection/

smcampaigns

• Drive Real World Business Processes Campaign– https://partner.microsoft.com/global/salesmarketingsection/40028350

• Offer Summary Sheet– https://mbs.microsoft.com/partnersource/resources/pricing/

campaigns/addon/NorthAmericanOfferCouncilSummarySheet.htm

• www. MicrosoftIncentives.com

Amp It Up https://mbs.microsoft.com/partnersource/ampitup.htm

Where Else?• The Microsoft Dynamics public website!

– www.microsoft.com/dynamics

• The Midsize Business Center– http://www.microsoft.com/midsizebusiness/default.mspx?

Wt_svl=msbclnav

• Partner Marketing Center• Microsoft Worldwide Events (WWE)

– http://www.microsoft.com/events/series/momentum.aspx

• Harvard Business Review– www.hbr.org

Microsoft Small Business Solution Guide

• Be ready for your next sales call on small and midsize business customers with the Microsoft Small Business Guide. – This two-pocket folder contains 10 brochures that describe

how Microsoft solutions can help your customers run their businesses better.

– See relevant solutions for 10 activities common to your small-business customers—including finances and accounting, desktop productivity, and sales and marketing.

– Just print it and insert your business card and company description, and you’re ready to go.

• https://partner.microsoft.com/global/40030082

Vertical Marketing

Why?

What’s Better About Vertical Marketing?

• Increase sales velocity- Gain rapid credibility with business decision makers (BDMs)- Increase your close ratio

• Shorten the sales cycle- Quickly uncover key company and vertical market needs that drive acquisition decisions- Create a greater sense of urgency with your prospects

• Increase the average price of your solutions- Identify more areas of latent pain that can be addressed through your vertical solutions

How Do I Market Vertically?

• Identify your target prospects• Write your messaging/pain

points• Get your message out via

industry events, newsletters, association lists

• Use the PVRC (Partner Vertical Resource Center) for messaging

• Use First Research for in-depth knowledge

• Measure your success

Example

#9: Partner Vertical Resource Center

• For Microsoft Partners who sell ERP or the CRM products.

• Great industry or vertical content !

• Excellent source for whitepapers, direct mail templates, e-mail templates, presentations and more.

https://partner.microsoft.com/40020485?msp_id=vertical

https://partner.microsoft.com/verticalmarketing

Vertical Resources• First Research

– Provides industry intelligence designed specifically for sales and marketing professionals.

– Software companies like Microsoft and Microsoft partners use First Research to help them get up to speed quickly and stay current on an industry.

• Build credibility• Speak more strategically with C-level execs and business owners, • Differentiate yourself from the competition so you can win more business!

• An annual subscription provides unlimited access to Industry Profiles, Call Prep Sheets, Email Alerts and 50 State Profiles.

(DEMO)

Other Vertical Resources• Vertical Marketing How To Guide

– https://partner.microsoft.com/40022680

• Microsoft Dynamics public website– http://www.microsoft.com/dynamics/industry/default.mspx

• Microsoft Industry Solutions– http://www.microsoft.com/business/industry.mspx

• PartnerSource– https://mbs.microsoft.com/partnersource/gtm

• Sales Scenarios– https://partner.microsoft.com/40020496

Sales Scenario Example

One Final Point

• Vertical marketing is not the same as vertical sales.

• Given a finite set of resources (money & time being at the top of the list), you can only market to a certain number of prospects.

• However, you can SELL to whomever you want!

Before I Wrap…#10

• Campaign Development Funds– U.S. Gold Certified and Certified Microsoft Partners

with the MBS Competency as of January 1, 2008 are eligible to earn Campaign Development Funds.

– Campaign Development Funds (CDF) are intended to provide assistance for marketing activities. Eligible campaign activities include advertising, direct mail, telemarketing, tradeshows, customer events and seminars that support the sale of Microsoft Dynamics solutions.

– Enter your FY09 YEAR-LONG plan by October 31, 2008 to avoid forfeiting your funds.

• https://mbs.microsoft.com/partnersource/communities/marketing/news/CDF.htm

Steps to Using Your Funds

www.mscampaignfunds.com

Finding Your Account Balance• Your account balance is displayed in the

administration tool at www.mscampaignfunds.com

Other• Microsoft Incentives

– www.microsoftincentives.com

• Tradeshows – New booths customized with your logo and tagline! (RMS graphics recently added)– https://

www.microsoftpartnerevents.com/partners/TradeShow_Booth.aspx

• Business Data– http://www.manta.com/mb

• Photos– Microsoft Photo Library

• https://partner.microsoft.com/US/salesmarketingsection/smgraphics/giphotolibrary

– Office Online• http://office.microsoft.com/

en-us/clipart/default.aspx

– iStockPhoto.com

Summary: Next Steps• Join the Marketing Professional Community (MPC)• Attend the MPC webcast on the 2nd Tuesday of each month • Complete your Marketing Plan • Create an Annual/Quarterly Planning Calendar• Use the Microsoft resources (such as Jump Start webcasts on

www.microsoftpartnerevents.com, or the PVRC resources you can customize) to accelerate your plan and add to your calendar

• Walk away from today with 3-5 ideas you will implement. • Network with other marketing professionals at The Partner Event,

learn how they’re facing their own marketing challenges.

If You Need More Help…

• The Partner Marketing Group– Virtual Marketing Director Program at

www.thepartnermarketinggroup.com– Other Services

• Marketing Resource Desk• Marketing Collateral Audit• Outsourced Project Management• Newsletter content subscription service (coming soon)• And more.

Free Partner Channel magazine subscription: http://www.thepartnerchannel.com/register.asp

My Offer to You

• FREE Marketing Audit to the first 10 partners who sign up via the “Contact Us” page at http://www.thepartnermarketinggroup.com/ contact.php

• $750 value• Will review up to 5 pieces of content such as

direct mail, event invitations, company brochure

Questions?• Contact your PAM or Dynamics marketing

specialist ($$ in the areas/regions)• Contact the Partner Resource Desk (PRD) at

prd@microsoft.com. • info@thepartnermarketinggroup.com• Cheryl@thepartnermarketinggroup.com

– 605-574-9432

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