Direct EDI Mark Stevens

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Direct EDI Mark Stevens

• By Aimee Friend

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7 Steps to Marketing Success
Marketing Metrics Financial Metrics Deeper
Insight
- Farris Bendle,
Pheifer Reibstein, Marketing Metrics
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Organizational Overview

• Primary Secondary Research Should Include
• Surveys/Focus Group Studies
• Financial Records
• Industry Reports
• SWOT Analysis
• New Customer Acquisition Rate
• Customer Retention Statistics
• Lifetime Value of a Customer
• Current Marketing Cost Per New Customer

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Sales Objectives

• Determine the overall sales objectives in
  dollars.
• Review historical budgets and profit
  expectations.
• Set both short term and long term objectives over
  a period of one to five years.

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Target Markets Marketing Objectives

• Segment the market into two categories -
  Short-Term Market Segments - Primary Target
  Markets - Secondary Target Markets - Long-Term
  Market Segments - Primary Target Markets -
  Secondary Target Markets
• Create a potential demand analysis for the
  primary target markets.

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Target Markets Marketing Objectives

• The primary business roadblocks include
• Long sales cycle.
• Low user adoption rate.
• Ineffective lead generation activities.
• Example Marketing Objectives
• Decrease length of sales cycle.
• Retain X of customers increase customer base
  by X.
• Expand into X number of new target markets.
• Take X percentage of the market share in X market
  segments.
• Become the authority within field of expertise.
  (SAS/Web-Based EDI Solutions)

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Positioning Competitive Analysis
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Positioning Competitive Analysis
Competitive strategy involves positioning a
business to maximize the value of the
capabilities that distinguish it from its
competitors
Michael Porter, Competitive Strategy

• Review Direct EDIs Current Position.
• Compare With Competitors Position.
• Identify Differences Between The Two.
• Develop Messaging By Matching Direct EDIs
  Characteristics To The Needs/Wants Of Chosen
  Target Markets.
• Demonstrate The Benefits Of Choosing Direct EDI.

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Tactical Marketing Mix
Sample Lead Qualification Process
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Tactical Marketing Mix
Determine Appropriate Promotional Activities

• Price Off/Sale
• Trial Programs
• Webinars
• Blogs
• Seminars
• Tradeshows
• Eblasts
• Newsletters
• User events
• Direct mail

• Telesales
• Message Boards
• Buying Guides
• Wikipedia Inclusion
• Trade Publication Advertising
• Online Sales Demos

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Tactical Marketing Mix
Determine Appropriate PR Activities

• Online News Wires
• RSS Feeds
• Press Releases
• Article Submission To Trade Periodicals
• Distribution Lists
• Industry Experts
• Cause Marketing
• Press Kit Development

• eNews Alerts in virtual news room
• Consistent monitoring research
• Build Relationship With Research Organizations
  Such As Aberdeen Or Gardner For Inclusion In
  Future Reports

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Tactical Marketing Mix

• Research Industry Associations Potential
  Awards/Certifications.
• Determine Current Future Distribution Channels
  i.e. Integrators, Software Partnerships,
  Consultants, Referral Programs.
• Determine Best Possible Website Strategy To
  Support Marketing/PR Initiatives.- The Direct
  EDI Website Should Shorten The Sales Cycle
  Educate Potential Customers.

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Tactical Marketing Mix

• White Paper Development i.e. Edu-Marketing
• The Key Is To Create Marketing Messages Which
  Look Feel Like Objective Unbiased Information.
  
• Effective White Papers will answer the following
• Who Will Benefit From Using Direct EDIs
  Services?
• Do They Provide A Solution To Key Issues?
• Why Direct EDI Is Better Than The Competition?

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Budget Analysis Activity Calendar

• Develop Allocate Annual Marketing Budget.-
  Include Projected Costs Space For Actualized
  Costs.
• Develop Annual Marketing/PR Activity Calendar.
• Track Activity ROI To Aid In Refinement Of
  Activities.

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Activity Evaluation

• Evaluate success of the Marketing Plan as a whole
  by analyzing pre-marketing plan data
  post-marketing plan data.
• Asses the profitability effectiveness of
  individual marketing/PR activities.

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In Conclusion

• I am not going to tell you that I will
• Double, Triple or Quadruple Your Sales!!
• Historically I Have
• Increased Leads.
• Increased Market Share.
• Increased Sales.
• Minimized Marketing/PR Costs.