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Marketing Plan Ramasamy Chandrasekaran



Tried and Testing Marketing Plan for Offshore IT Service Providers

Marketing Plan Ramasamy Chandrasekaran

  1. 1. Marketing Plan Prepared Prepared using my experience, for a potential Offshore IT Services provider for West Coast of USA market. experience, market. Situation Analysis: • Macro Environment – Economy, Government, Technology, etc… • Market • Consumer • Internal – People, Skills, Infrastructure, Financial and Time • Objectives & Reports • SWOT Analysis • Requirements Services: Target Services: • Product Engineer Services / Testing Services to ISVs • Enterprise Collaboration Services, Business Intelligence Services, SaaS and Cloud Enablement Services, Web and Mobile Apps. Development Services to Enterprises - includes Selling of Solutions around Internal and Partner Products and Frameworks Budget: • Understand current spending and activities that are carried out • Results from each of the activity in terms of Leads Generated • Limitations and Failures • Prepare new activity plan, budget requirement • Spent all of it wisely to create required results Target Market: • California and Washington States (West Coast) of USA o Market Advantages Used to Off-shoring to Indian Companies Open to explore Rich States Long Term Revenue Potential Largest Market in USA with many potential Companies Relationship and Trust based business deals o Market Disadvantages Receives too many mails and phone calls from Offshore Vendors Near Saturated Markets Less Interest to talk to new vendor – Less hit ratio Take time to build relationships and trust Expensive Marketing Strategy: Pull Strategy 1. Advertising 2. Press Releases 3. References 4. Customer Event 5. Offers 6. Channels 7. Contribute to Communities
  2. 2. Push Strategy 1. Events (Stalls / Demo) 2. Gorilla Marketing - Viral Marketing – Social Media, Twitter 3. Branding 4. Mail Campaigns 5. Demos (Webinars/ Webcast) and Promotions 6. Online Search Execution: Execution: Pull Strategy: 1. Advertising: • Partner with Technology Magazines in the CA & WA markets that focuses on the Target Verticals, Companies, etc… • Google Ad Words, Banners, Contests, Survey Forms and SEO • Blogs – Blogger, etc… • Write Articles in Popular Websites like ZD Net, TechCrunch, etc… • Work with Forrester, Gartner and IDC and release Articles and make your organization become part of their reports 2. Press Releases: • Announce Customer Acquisitions • Customer Success Story involving End Customer • New Packaging • New IP released or Solution Delivered 3. References: • Carry out an event for generating Referrals – Work with Sales Team as required • Reach out to existing customers – offer something when they refer • Increase word of mouth • Reach out to customers on important dates and offer something 4. Customer Event: • Conduct focused event i. Road show – Once a quarter – different part of the geography like LA, SFO, Seattle, Santa Clara - Invite all existing customer and prospects ii. Annual Event - Conduct it if the number is high at places like Reno, Anaheim, etc… 5. Offers: • Send out fliers on special offers / discounts on specific solutions and engagement models • Partner specific discounts on products and services 6. Channels: • Open up Strategic Channels for increasing Leads, Brand Awareness • Create Marketing Collateral specific for the Partner • Offer Incentives to partners when they refer business • Conduct Partner Enablement Programs • Understand Partner products and come up with Fliers based which we can offers Solution & Services • Sign up partners – Strategic
  3. 3. • Register yourself as a vendor with Targeted Large Accounts – get flagged when they need your services 7. Contribute to Communities • Open source Communities • Targeted Service Communities and forums Push Strategy: 1. Events / Conferences: Conferences: • Participate & Sponsor in Target Events / Conferences – Look at 1 Premier Event a quarter or Half Yearly (Dreamforce, Microsoft Partner/Customer Conference, StarWest, Enterprise 2.0, etc…) • Have Demos at Events or Stalls • Tie-ups with local associations on the Technology – offer speakers, Though leadership materials (release them in Tech. Websites) • Sponsor Snacks, Food, etc… at meetings through Tie, SD Forum, VC Network 2. Gorilla Marketing: • Facebook, Twitter, LinkedIn, Google+, Wiki and other social media Sites • End Customer Interaction 3. Branding: • Innovate and reinvent • Partner with Vendors, Industry Associations, Websites and Other Leaders in the Target Space • Emotional Branding • Brand Development, Brand Substance i. Focus Groups ii. Depth Interviews iii. Structured Observation iv. Questionnaire Surveys v. Consumer Intercepts vi. Spot Interviews vii. Knowledge Sharing – Slideshare, Scribd, etc… 4. Mail Campaigns: a) Review Existing Database • Understand how it is managed (Any CRM), data completeness, etc… • Look at the categorization of companies – add / delete columns • Understand the number of companies in the ISV and Enterprise Space • Level of Contacts and Number of Contacts in each account • Any Subscriptions for collecting data, Team Size, etc… b) Review of Infrastructure • Understand the Mass Marketing System in place and Metrics we can collect • Number of emails that can be sent at a time / in a day and its availability c) Existing Campaigns • Understand the number of campaigns that are carried out in a week/month currently • Who is sending it, responsible and how the content is prepared • Understand the resources available for creation of fliers, marketing collateral • Bandwidth of Technology Resources • Metrics and Reports
  4. 4. • Existing Fliers, Success Rate – Responses and History – Spam, Open, etc… • Limitations and Failures d) Review of Targets • Number of Leads we want to generate • Number of Campaigns we want to run • Database Size – Increase • Database Categorization • Infrastructure and Resources Availability • Plan for follow up number – 1 (based on the Metrics) • Plan for further Qualification of Positive Responses e) Creation of Database • Get Subscriptions in place – Zoom Info, Jigsaw, Sales Genie, InsideView, etc… • Increase Team Size • Categorize Database i. For ISV – Use Technology, Product Delivery Type, Target Customer Domain, etc… ii. For Enterprises – Look at creating Create Verticals based database, BFSI, Manufacturing, Healthcare, Pharma & Life Sciences, Internet Businesses, Travel and New Media • Create atleast 3 contacts in every account f) Mailing System • Optimize and add required Infrastructure – in such a way that we can send out the target number of mails any given point of time or in a day g) Creation of Fliers • Plan to have atleast 2-4 unused Fliers ready anytime for running campaigns • Work with Practice Heads, Monitor Technology/Market Demands, Talk to Sales Folks on the customer needs and trends • Work with Content Writer and Designer to get the flier ready • Run campaigns based on i. Product Technology ii. Product Delivery iii. Vertical iv. Type of Business v. Designations vi. Market Trends vii. ROI across the Target Services viii. Internal Products & Frameworks ix. Customer Success Stories x. Whitepapers xi. Case Studies xii. Engagement Model xiii. Product Life Cycle xiv. Service Comparison xv. Pricing, etc… h) Mail Campaigns: • Targeted Mail Campaigns can run on Tuesday, Wednesday and Thursday • Monitor Metrics • Being Responsive and Responsible to Customers i) Plans: Follow up Plans: • Metrics based follow up mailer – Step 1 • Lead Qualifying Process – Step 2 • Handholding of Leads with Sales/Pre-Sales org j) Handover and Tracking of Leads: Leads:
  5. 5. • Review the existing System for managing leads generated, reports, etc.. • Follow up Mechanism – Internal for better conversion 5. Demos: • Webcast / Webinars • Recorded Demos or Solution or Success Story or Best Practices 6. Sear Online Search: • Spend 1hr every day searching for opportunities online • Subscribe to RFP and RFI sites Implementation: 1. People Requirement – Responsibilities, Incentives, training on selling methods • Data Collection Team – atleast 2 people • Campaign / Flier Designer and Content Writer – 1 or 2 • Bandwidth of Practice Heads – atleast should give ideas/content for arriving at 1-2 fliers every month. Also Require Sales People Bandwidth. • Mass Mailing Team – 1 person (Depending on the Size) • Leads / CRM Tracking Team – 1 person (Depending on the Size) 2. Financial requirements – MIS requirements, monthly agenda, PERT • Timelines • Target Activities 3. Targets – Number of Leads, Number hits at our websites, Number of Response, Brand Visibility, Partners, Lead Generation Cycle at Named Accounts, etc… 4. Infrastructure Requirements • Access to Online People Search Databases • Purchase Offline Databases • Subscriptions to opportunities / RFP sites • Mass Marketing Software with Dashboard • CRM and VoIP phones 5. Monitoring results and benchmarks • Target Vs Actual • Success Rate for activities • Failures and Leanings • Reports and Formats 6. Adjustment mechanism 7. if’ Contingencies (What if’s) • Risks and Mitigation
  6. 6. Financials: 1. Assumptions • Define Assumptions • Layout Risks and Mitigation Plan 2. Pro-forma monthly Leads and Income statement 3. Margin Analysis 4. Breakeven analysis Scenarios: Scenarios: 1. Prediction of Future Scenarios 2. Plan of Action for each Scenario Plan for each quarter: • Run 6-8 Targeted Mail campaigns every month • Release 1-3 adds in Tech Magazines every quarter • Release 3 -9 Banners in Websites every quarter • Conduct 1-3 online events / surveys in top website every quarter • Release 1 White Paper every month • Release 1 Case Study or Success Story every month • Release 1 PR every month • Visit once every quarter for 1 month to West Coast o Conduct 1 road show - $3000 to 5000 – Invite Customers and Prospects o Sponsor 1 conference - $ 5000 to 10000 o Sponsor and build brand at 2 local technology events - $500 to $1000 o Meet with Potential Conducts at Industry Leaders, Associations, Forums, Communities, Partners/ Alliances and at Named Accounts, etc… Explore potential Branding and Lead Generation Opportunities o Sign up Potential Partners o Meet existing customers for success story, ideas, references, interviews, etc… o Carry out Gorilla and End Customer Direct Marketing - $500 to $1000 o Also helps you to generate authentic contacts • Write 1- 2 articles in websites every month • Tweet every day • Write 1 Blog on a weekly basis • Schedule 2 Webinars or Webcasts every month • Send out minimum of 50,000 mails every month – Try to convert 0.1 – 0.2% of it as positive responses th • Convert 1 Named Account every month as customer – Starting from 4 Month • Conduct Annual Customer Event – Invite Potential Customer - $10,000