Demand Creation Fundamentals

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Demand Creation Fundamentals

• MSIC Sales Marketing Roundtable
• July 17, 2003

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About PaperThin, Inc.

• Privately held company located in Quincy,
  Massachusetts
• Powering Internet, intranet and extranet sites
  for more than 150 organizations of all sizes
  worldwide
• Flagship product CommonSpot Content Server first
  launched in 1998. 7th version released in
  February 2003
• Profitable every quarter since inception in 1993
  as consulting organization
• Direct and partner channels - 23 partners
  worldwide

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What is CommonSpot?

• Mid market web publishing / content management
  solution
• Priced from 20 - 100k (hosted solution also
  available starting at 150/month)
• Out-of-the box, customizable framework for
  building and managing Internet, intranet and
  extranet sites
• Designed to allow non-technical users to create
  and publish content 

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Simplified Web Publishing
In-context editing, right on the Web page
Easy-to-use editing tool
Intuitive icons show which content can be edited
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Partners
Europe Consulting Partners CyberMedia
Solutions Media Paradigm SilverSite
Ltd.   Hosting Partners IconLink   Associate
Partners Ciber UK Ltd. Eggs unimedia
US Canada Premier Partners Fig
Leaf Software Fusion Productions Consulting
Partners Advansia DevTech, Inc. ISITE Design LM
Interactive Mindshare Internet Campaigns Project
Leadership Associates Ringger Virtual Image
Consulting Woodbourne Solutions Hosting
Partners CF Dynamics NI Solutions   
Technology Partners FuseTalk, Inc. Associate
Partners AboutWeb Beaconfire ConsultingCylogy
Inc. Sequel Design
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Who are our customers?

• Mid market organizations looking to
• Buy, not build
• Deploy a site quickly and affordably
• Allow non-technical staff to create and publish
  content to the Web
• Leverage limited IT resources
• What differentiates us
• Ease of use
• Full functionality out-of-the-box
• Ease of customization
• Rapid deployment
• Lower total cost of ownership
• Key verticals
• Government
• Education
• Healthcare
• Association/Non-profit
• Corporate

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Government ExampleUS Senate Restaurants

• Streamline citizen-to-government communications
• Build sites that comply with Section 508
  accessibility standards and the Government
  Paperwork Elimination Act
• Provide easy to use, accessible, and
  cost-effective public services online
• Increase staff efficiency while reducing
  operational costs
• Create a unified look and feel for your Web sites
• Build a secure Web site, with appropriate
  controls on who can edit and access content
• Deliver rapid ROI with CommonSpots rich,
  out-of-the-box feature set

Non-technical restaurant workers easily maintain
dynamically changing information, daily
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Education Example Kent State University

• Enable users campus-wide to contribute content
  directly to the Web site, in a controlled
  environment
• Increase staff efficiency while reducing
  operational costs
• Create and enforce a unified look and feel for
  your Web sites, across all departments
• Personalize content to targeted audiences
• Easily upload images, PDF, PowerPoint, Flash and
  other rich media
• Centralize the management and authentication of
  users and contributors
• Integrate easily with your existing applications
  for calendaring, scheduling and other activities

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Healthcare Example UMass Memorial Healthcare

• Streamline communications with doctors,
  administrators, staff, patients, suppliers,
  laboratories, agencies and other key constituents
• Develop secure sites that comply with HIPPA and
  JCAHO standards
• Apply appropriate controls as to who can edit and
  access content
• Provide easy to use, accessible, and
  cost-effective services online
• Create and publish dynamic, personalized content
• Increase staff efficiency while reducing
  operational costs
• Create a unified look and feel for your Web sites
• Deliver rapid ROI with CommonSpots rich,
  out-of-the-box feature set

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Non-Profit/Association Example AFL-CIO

• Streamline communications with members and other
  key constituents
• Provide easy to use, accessible, and
  cost-effective services online
• Centralize the management and authentication of
  Web site users, members and contributors, against
  your existing database
• Easily integrate with existing external
  applications
• Enable non-technical staff to easily upload PDFs,
  images, video, Flash and other media without
  technical assistance
• Increase staff efficiency while reducing
  operational costs
• Deliver rapid ROI with CommonSpots rich,
  out-of-the-box feature set

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Corporate ExampleWilbert Funeral Services

• Enable non-technical staff to maintain content on
  Internet, intranet and extranet sites
• Apply appropriate controls as to who can edit and
  access content
• Create and publish dynamic, personalized content
• Increase staff efficiency while reducing
  operational costs
• Create a unified look and feel for your Web sites
• Deliver rapid ROI with CommonSpots rich,
  out-of-the-box feature set

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Customers

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How would you create demand forCommonSpot?
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Marketing Tactics

• Advertising
• PR
• Webinars
• Email Marketing
• Telemarketing
• Event Marketing
• Partner Marketing
• Referral-based Marketing
• Search Engines

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Tactics by Vertical
Advertising in technology trade pubs reaches
all verticals
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Advertising
HTML Email blast distributed by CFDJ to
subscribers

• Limited, focused advertising via
  developer-oriented trade publications
• Combining print and online ads
• Print ad messaging changes little - focus on
  brand building
• Electronic newsletters sponsorship messaging
  changes often - test different messages
• HTML blind email blasts test different messages
• Vertical Considerations
• Success in tech press vertical pubs notyet
  tested
• Lessons learned
• Need to have metrics to measure results!
• 12 of YTD new business came from ColdFusion
  Developers Journal ads/email sponsorship/email
  blasts

Email sponsorship from CFDJ
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Public Relations
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Public Relations

• Leverage customer success stories
• Press coverage in vertical trade pubs
• Bylined articles in area of expertise
• ContentWorld, Webdeveloper.com
• Enter and win awards, and leverage them
• MIMC, ColdFusion Developers Journal, EContent
  100, SIIA CODIE Awards
• Product reviews
• Speaking engagements (us and customers) at
  industry events
• Kent State University at New Media Consortium
  conference
• Architect of the Capitol at Macromedia Government
  conference
• Vertical Considerations
• V. difficult to get government customers to
  publicly promote your product
• Lessons learned
• Direct PR benefits can be difficult to quantify
  but not impossible
• Cultivate happy customers and they will work for
  you!
• Set appropriate expectations for what PR can (and
  cant) do for you

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Webinars
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Webinars

• Low-cost, efficient solution for pre and post
  sale support (Placeware)
• Annual cost for 10 participants 9,000
  (includes 1GB storage for recorded webinars).
  translates to per webinar cost of 45 - 70
• Live public demos twice weekly
• 2-9 attendees each session
• Personal demos (sales rep or engineer) scheduled
  ad-hoc
• Delivered by sales rep or sales engineer
• Weekly free training for customers and partners
• Benefit of annual subscription
• Recorded webinars
• Plan to develop a getting started training
  series for new customers (fee based)
• Vertical considerations
• Promote vertical webinars with customer or
  partner speakers
• Ex Kent State University case study for
  education
• Lessons learned
• Train presenters advance preparation ensures
  success
• Important to continually tweaking demo script,
  and seek feedback from attendees
• Dont over-automate registration process touch
  participants before and after

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Email Marketing
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Email Marketing

• Monthly electronic customer and partner
  newsletters
• Targeted vertical campaigns to existing leads in
  DB
• Targeted up-sell to current customers
• Vertical considerations
• Use provocative selling approach
• Clear, compelling call to action
• Vertical lingo
• Lessons learned
• Experiment with different messaging and formats
• Target the list and focus the message
• Test and measure
• Dont buy email lists
• Special sales and promotions work

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Telemarketing

• Use inexpensive sources (zapdata,etc.)
• Create targeted vertical lists (mid-size
  hospitals, state government, associations, etc.)
• Build and refine targeted calling scripts
• Lessons learned
• Establish daily and weekly call and conversion
  targets
• Measure!!!
• Results
• Average conversion to lead 4-5

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Event Marketing

• Look for speaking opportunities for us and for
  customers
• Co-sponsor with partners where appropriate
• Vertical considerations
• Target vertical markets (e-gov,Educause, HIMSS,
  etc.) there may be less direct competition
• Lessons learned
• Ask (vertical) customers which events they attend
• Negotiate extras (pre/post event email blast, ad
  in brochure)
• If co-sponsoring with a partner, need to resolve
  who follows up with leads before the event

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Partner Marketing

• Dedicated partner manager (VP Biz Dev)
• Weekly or monthly con calls (24 partners
  worldwide)
• Ensures partners trained (technical and sales)
• 50 sales derive from partner channel
• Provide selling tools to ensure partners success
• Partner extranet
• Training
• Promote partner services to existing direct
  customers
• Co-sponsor each others newsletters, emails
• Vertical considerations
• Looking to add vertically-focused partners
• Lessons learned
• Clearly identify criteria for successful partners
• Establish and communicate revenue goals
• Invest in training partners
• Overcommunicate!
• Expect turnover

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Referral-based Marketing

• Cultivate and reward customer referrals
• Develop a customer reference program (PR)
• Press release, case study, speaking opps PR in
  exchange for price considerations
• Create and/or participate in communities
• List serve, discussion forums, etc.
• Vertical Considerations
• Speak to vertical audiences in their language,
  and go where they go
• Lessons learned
• Take time to understand unique differences and
  requirements of verticals
• Happy customers can be tremendous assets so
  keep them happy!

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PGA.com
The PGA.com site was built and launched in under
eight weeks, in time to cover the Masters
tournament live. Getting our logo on the footer
of every page of this site is great, free
publicity.
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Search Engines

• Yahoo directory
• Relatively inexpensive, easy to track
• Google Adwords
• Easy to test and optimize messaging, keywords
• Easy to track
• Easy to turn on/off
• Vertical considerations
• Have not targeted verticals differently in
  purchase of adwords continuing to monitor
• Lessons learned
• Track results daily and weekly, adjust as needed
• Monitor competition closely

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Measuring Demand Leads
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Measuring Demand Sales

• Tactics most effective in generating sales
• Advertising
• Referrals
• PR/Industry analysts
• Search engines
• Email marketing
• Considerations and challenges
• Customers often cant remember how they heard
  about you
• Ensure you have an easy way for sales staff to
  indicate leads/sales source
• Tie sales compensation to properly updated sales
  database
• Advertise productive lead/sales sources
  internally, so staff are aware of successes