Charm Your Channels, Know Your NetworksTips for Increasing Lead Generation in 2011

© 2010 ClearEdge Marketing

December 9, 2010

Presented by:Leslie Vickrey, President & Founder

ClearEdge Marketing

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Our Agenda

2011 – What’s Ahead?Name Your Network AssetsPutting Your Assets into ActionFour Case StudiesLessons to LearnQ & A

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TechServe Alliance Conference & Tradeshow

Thank you to Women’s Luncheon moderators:Threase Baker, Vice President of Operations and Owner, ABBTECHBarbie Barta, Vice President, PSCI Jamie Delsing, Managing Partner, ConsultisStephanie Schroeder, Vice President, NetEffectsSusan Thaden, President/CEO, Client Resources, Inc.Amy Vasquez, Executive Vice President, Strategic Staffing Solutions (S3)Karen Wilson, President, MAKE Corporation

Blog recapping event and key highlights:Magic was in the Air: Lessons Learned from the 2010 TechServe Alliance Conferencewww.clearedgemarketing.com/blog

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Poll Question 1

Optimistic: I think the economy and employment will improve.

Cautiously Optimistic: While I think things are getting better, there are still some significant challenges ahead.

Slightly Pessimistic: I am somewhat concerned that there are more rough times ahead.

Pessimistic: I am very concerned about the economic and employment outlook.

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The Fed’s Perspective

Fed lowers outlook for economy through 2011“WASHINGTON (AP) — Federal Reserve officials have become more pessimistic in their economic outlook. The economy will grow only 2.4 percent to 2.5 percent this year, Fed officials said Tuesday in an updated forecast. That's down sharply from a previous projection of 3 percent to 3.5 percent.”

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The Fed’s Perspective

Gloomy Fed employment forecast overshadows upbeat GDP dataLos Angeles Times — “The American economy grew faster in the third quarter this year than previously estimated, but that bit of encouraging news was overshadowed by a grim new forecast from the Federal Reserve that predicted unemployment would remain at about 9% next year and stay high for years to come.”

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TechServe Alliance’s Perspective

According to TechServe Alliance, on a year-over-year basis, IT employment is up 2.2 percent compared to a 0.6 percent increase in total non-farm U.S. employment. “There can be no doubt that the number of IT jobs continues to grow vigorously despite aneconomic recovery that many are characterizing as anemic," observed Mark Roberts, CEO of TechServe Alliance.

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What to Expect in 2011?

Caution and uncertainty among clients and prospectsContinued prudence on the part of clients in terms of hiring

Focus on contract and SOW positionsIncreased VMS opportunities

Continued pressure on budgets resulting in ongoing focus on cost savings and efficiency

Reaching and winning clients will continue to be a challenge

Creative marketing required to capture prospects’ attention

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What You Need 2011?

With limited marketing budgets and tougher-to-win prospects, today’s IT staffing and services firms need a strong channel of …

Friends & Fans

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Word of Mouth: Critical

Person-to-person information sharing is the biggest factor in B2B purchase decisions. Top influences on business purchases are:1. Recommendations from a colleague or

friend2. Interaction with a salesperson3. Participation at in-person marketing events,

conferences and tradeshows - Keller Fay Group Study

SMBs are increasingly turning to trusted third-parties to find information, select from amongst brands and make their purchasing decisions

- SMB Technology Purchasing Survey

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Poll Question 2

Less than 5%

10-25%

25-50%

More than 50%

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Your Three Best Network Assets

How to Improve Word of Mouth & Lead Generation in 2011

Charm Your Client ChannelsThe clients you have are a direct channel to many of the prospects you want to know, tap into their peer-to-peer networks

Support Your Partner NetworksThe technology and business partners you have (software/tools manufacturers and providers, industry associations, etc.) are a direct gateway to opportunities

Leverage Staff and ConsultantsYour staff (not just the sales team) can be a powerful marketing channel in the business and IT communitiesYour consultants/candidates

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Why Your Networks Matter

Proprietary – Competitors can copy your marketing, but they can’t steal your network

Attentive Audience –Marketing to a select network increases the likelihood that the audience is paying attention

Cost – It’s rarely as expensive to market with partners (events, blogs, papers, etc.), staff and client resources as it is without

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Size Doesn’t Matter

Marketing through partners, channels, associations and staff is not “just for the big guys”

Some of the most effective channel marketers are in fact, smaller-sized businesses that are nimble and able to take advantage of opportunities quickly

Examples to come…

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Tactics that Work

• Thought Leadership – Sharing knowledge your network contacts and their contacts need and want

• Worthwhile Events – Creating opportunities for clients, partners and candidates/staff learn and network

• Cross Promotion – Using collaborative and complimentary marketing approaches (think blogs, articles, case studies, social media, etc.) to highlight a partner, client or consultant/team member

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Keys to Success

Good ContentBusinesses today are very self absorbedMake your content about their needs

FocusThe best network marketing is the opposite of SPAM: It’s targeted, strategic and focuses on the specific challenges of the recipient

Persistence The more reliable and resourceful you are for the clients, partners and talent in your network, the more reliable they will be in sending leads your way

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Member in Action: SCS

The Marketing TacticThought leadership on Business Intelligence (BI)

o Pulse Surveyo Survey Reporto Event – Panel discussion on survey results

The GoalTo connect with the senior-most IT leaders and/or the most senior BI representative at client and prospect companies

Networks LeveragedClients: A narrow swath of 250 existing, former and prospective clients for survey participationStaff: BI practice and thought leaderClients: A small panel of clients to participate in survey event

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How It Worked

Clients asked to participate in select survey and would receive thought leadership insights and opportunities (event invites)

Survey report is developed and delivered in person and by mail to survey participants and prospects

Panel Event created to share and discuss survey findings with SCS thought leaders, SCS clients and a network of clients/prospects

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Results to Date

Client event scheduled for January 11, 2011. Estimated attendance is 40-50 senior IT leaders

Four current clients have agreed to participate in BI panel

Survey achieved a 14% response rate, which is well above the widely accepted 10% mark of “a very good response”

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Key Takeaway

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What You Can Do: • Identify internal team members

who can fill your channels with great content—thought

leadership, industry insights, etc.

• Find ways to connect thought leaders with your greater

networks: blogs, events, social networking, etc.

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Member in Action: Galmont

The Marketing TacticCIO Event - The CIO Derby

o A tour of Galmont’s nearshore QA and testing center and program in Lexington, KY, and introduction to the key partners supporting the program

o 12 Chicago-based IT executives attended

The GoalTo introduce senior IT decision makers (CIOs) to Galmont’s pioneering nearshore solution through an informative, fun two-day event

Networks LeveragedPartners: University of Kentucky, local and state government institutions and officialsClient: Key client offered case study on first Galmont offshore engagement

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The Partners

University of Kentucky • Talent and training resources

o Galmont offers a direct placement program for grads and alumni

• Knowledge center

o Hub of innovation/Course Development

Cultivating U.S. talent today for IT innovation far beyond tomorrow.

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The Partners

State of Kentucky• Government investment in IT

• Rapidly growing IT sector

• KY Governor Beshear ran on “job creation” platform

• State focus: “Horses, Hi-Tech and Healthcare”

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The Partners

The Client• In Lexington for duration of event

• Met with CIOs at open house to answer questions

• On hand for Galmont presentation to audience to answer questions and concerns

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The Event & Role of Partners

Day OneFlight to LexingtonDinner with Kentucky community and civic leaders

Day TwoTour of development center at University of KY and open house with studentsMeetings with Deans of Engineering and Computer ScienceTour of campusLunch with Governor of Kentucky and key University and Galmont leadersFun at renowned Lexington race track, Keeneland

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All Guests Received

Personalized bottle of Maker’s MarkGalmont Point-of-View Article “Why Near Beats Far in Testing & SQA”

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Key Takeaway

What You Can Do: • Make events, shared events.

Work with associations, tech partners, etc. to host events.

• Incorporate clients (testimonials, case studies, etc.)

into your marketing. No one is more convincing than a happy

client.

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Member in Action: STAR BASE

The Marketing TacticThought leadership on IT-business alignment and the role of the BA

o Pulse Surveyo Survey Report

The GoalTo engage clients and prospects in need of better business analyst processes and support

Networks LeveragedClients: Survey directed to clients and prospectsStaff: BA guru and blogger on staff

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Results to Date

Tremendous nationwide response rate: Participation was 400% higher than any previous company survey

Winning tacticsInternal team guru blogged about the topic/survey and survey responses immediately skyrocketed.Several staff members and consultants blogged/promoted it to colleagues, friends, associations and on social networking sites like LinkedIn and Facebook. Leveraged local IT association, The Circuit, which added a survey blurb to Web site blog and a weekly e-blast. Leveraged two local CEO groups to distribute the survey to their membership.

Immediate results:5 appointments to date 1 new client

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Key Takeaway

What You Can Do: • Pick a strong SME (expert, good communicator, enthusiastic about

social media) to blog.

• Promote and support good company blogging efforts.

• Encourage teams to share good thought leadership and leverage

professional networks for strategic marketing.

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Members in Action: GTS, Harvey Nash & ClearEdge Marketing

The Marketing TacticChicago Women’s IT Executive Networking Group

o Started in 2007o Meet quarterly over dinnero Attendees range from 20-30 people,

mix of IT services firms and senior IT executives (50/50)

The GoalTo offer a fun, more relaxed social environment than typical networking outlets (and guests pay for themselves!)

Networks LeveragedClients, partners, associations/non-profits

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Results to Date

Grew from initial three members to more than 30!Chicago Innovation Awards Judge as Special Guest—Great Exposure for CompaniesOn-the-Record / Off-the-Record Dinner Event attracted Sun-Times Reporter and Leading CIO (Jennifer Scanlon, USG)Harvey Nash published article interviewing T-Mobile CIO with a featured Peer-to-Peer Q&A with a member from Group (great PR!)Chef’s Table at Girl & The GoatNew sponsors and volunteers for local IT non-profit i.c.starsOpened door to invite prospects with unique event; great way to thank a client, by inviting them to a nice dinner out with their own peers (women in IT)Other markets now inquiring about startingMany closed deals…

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Key Takeaway

What You Can Do: • Decide if having a non-traditional

networking event makes sense for you/your business, then determine

partners, format, etc.

• Don’t be afraid to partner with competing companies.

• Leverage networks and channel resources (associations, clients, prospects) to participate in your

marketing efforts.

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Final Thoughts

Your network is bigger and stronger than you think

Brainstorm with partners on ways to expand your voice and promote expertise in the marketplace

Cultivate thought leaders

Own a topic that is important to clients and prospects

Don’t count social media out

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Register for Next Webinar

Your Brand Matters! What Does it Say About You?

Tuesday, May 1012:30-1:30 p.m. ET

Register: https://www2.gotomeeting.com/register/842058547

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Let’s Talk

Your Questions, Experiences & Thoughts. Let’s Share & Learn.

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Thank You!

For More Insights, Contact Me AnytimeLeslie Vickrey, President of ClearEdge Marketing

Tel: 312.731.3149

E-mail: lvickrey@clearedgemarketing.comwww.clearedgemarketing.com

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