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Digital TransformationDriving Digital Marketing Excellence
Introducing: APAC Marketing Masters Circle
The exclusive circle for partner marketers who are dedicated to drive demand
generation through digital marketing
Marketing Masters CircleOverview
Microsoft recognizes the importance of digital marketing and we’re at the forefront of enabling our partner network to modernize your marketing capabilities aligned with the growing
needs of our customers. The main objective of this program is to create a community of Marketing Masters (Partner Marketers) whom Microsoft will be empowering through digital
marketing programs and readiness, coaching and mentorship sessions, access to partner resources and marketing investment opportunities. By designating a dedicated
Marketing Master from your organization, you are able to revolutionize the way you do marketing and reach more customers to grow your business.
The Marketing Master Journey
By participating in the Marketing Master Class, you will be able to transform the way you do business with digital marketing. Microsoft will take your Marketing Master on a journey to
fast track your company’s marketing transformation.
LEAD Program (Leading with Engagement and
Acquisition through Digital) –Agency ModelMarketing Master Class Additional Marketing Investment
Enable Execute Accelerate
How do we increase whitespace penetration? How do we ensure
that you will remain relevant to the growing needs of our
customers? It’s through digital marketing.
By having a centralized agency to manage and co-execute
your digital marketing campaigns, you are able to scale faster
and have the proper direction when starting your digital
marketing journey. In addition, discounted digital marketing
bundles have been created to make it easier for you to align
your objectives with holistic and cost-effective digital marketing
executions.
As part of the MMC, Marketing Masters get access to exclusive
resources on innovative and scalable marketing through digital.
The learning program will include the following:
• Online webinars
• In-Person Training Sessions and Workshops
• 1:1 Mentorship Sessions with Local PCMM
In addition, top performing Marketing Masters get a chance to
be mentored by key Microsoft executives either locally or
abroad and have the opportunity to learn from your peers
from all around APAC – learning from each other’s best
practices and challenges.
As part of the MMC, marketing masters get access to additional
funding sources from the subsidiary and from region to
implement and execute their marketing campaigns. You can now
scale your marketing programs and increase your marketing
impact*.
*Subject to review from Microsoft team locally and regionally
and subject to funding availability
Partner Execution Commitment
Partner Gives• Implements recommended updates based on digital
review.
• Provides access to digital marketing agency to website to facilitate web optimization and measurement
• Works in tight partnership with digital marketing agency to develop best campaign execution. Completes necessary briefing documents completely and within deadline.
• Optimizes digital channels based on insights and analysis of campaign.
• Designates a dedicated employee, preferably a marketer or a product manager to be part of the Marketing Masters Circle to be mentored by Microsoft SMB Marketing Manager and to have access to digital marketing readiness resources
• Provides relevant POE and pipeline information in a timely manner.
Partner Gets• Digital review providing actionable insights.
• Digital campaign executed on their behalf by experienced digital marketing agency.
• Access to Digital Marketing training
• Access to Microsoft tele-qualification and customer follow-up by Denave telesales team exclusively for the campaign executed by the partner
• Consultations and mentorship between dedicated employee (Marketing Master) and PCMM/Microsoft marketing team
• Access to funding based on digital marketing campaign plan
• Discounted rates from dedicated digital marketing agency for partner-led digital marketing campaigns
Execute: LEAD(Leading Engagement and Acquisition through Digital)
Webinar optimising
Digital presence
Use the Pay Per Click and Search
Optimisation Guides
Use landing pages
Create Digital Marketing Strategy
Create and Use Digital
Marketing assets;
banners, copy,
decks
Pilot PPC & SEO
Digital Marketing Levels
Digital Marketing AuditAll partners who decide to be part of the APAC Marketing Masters
Circle will receive a complimentary website audit from Microsoft to
assess your current capabilities of selling cloud through your current
online portal.Categorize
partners based on
three key levels
Digital Apprentice Digital Intermediate Digital Master
• Has basic website but not search engine optimized
• Minimal to no capability to get leads online and poor CTA
• Runs digital marketing campaigns on an ad hoc basis
• Minimal to no online presence of Microsoft cloud solutions
• Minimal to no social media presence
• User experience is poor, not intuitive for customers to
browse the website
• Has basic website, that is searched optimized and has a
good rank when searched
• Average capability to get leads online – contact us page,
email address or contact number, and has an average CTA
• Plans and executes digital marketing campaigns once
every few months
• Has a product page dedicated to Microsoft cloud solutions
for businesses
• Has social media presence with at least a monthly update
• User experience is good, intuitive for customers to browse
the website but with some missing elements
• Has a comprehensive website, that is searched optimized
and mobile-ready plus is in one of the top ranks when
searched
• Automated online leads generation – facilitates trial or
purchase through website, and has a very strong CTA
• Plans and executes digital marketing campaigns as part of
regular marketing rhythm
• Has presence on differentiated Microsoft cloud solution
being offered by the partner
• Has social media presence that is actively utilized and
having daily or weekly updates
• User experience is excellent, intuitive for customers to
browse the website and find the landing pages of
Microsoft offerings
Basing on the output of the audit, you will be able to see your current level of digital marketing readiness. With your level of digital marketing readiness, we have created bundles
suitable to help you get to the next level and improve your digital marketing capabilities. Beyond the recommend bundles however, you have the option to avail of our Bespoke
packages that can be customized based on your specific needs.
Reach boarder audiences and elevate your brand
with advertising on relevant online publications
and news sites.
Benefits:
- Build awareness and credibility with prospects
- Provoke thought and response from prospects
requiring additional support
- Improve website traffic and search rankings with
back links into your website from other websites
Outcomes:
- Increased website traffic, increase brand
awareness, requests for information via the
website
Deliverables
- Banner advert; copy and design
- 2 Blogs per quarter
- Website advertising click or placement spend of
$400
Drive revenue from new customers with Search
Engine Optimisation, capturing prospects at the
point of searching for a solution.
Benefits:
- Significantly boost traffic to your website
- Build online brand awareness
- Shift PPC to organic search
- Improve search engine ranking
- Gain competitive edge with SEO optimised
content
Outcomes:
- Increased website traffic, web leads for follow up,
request for demo, trials, clicks to buy
Deliverables:
- Website Optimisation; coding, linking, page
structure, social media linking, use of ModernBiz
Templates & content
- Define PPC requirements, set budgets, commence
campaigns
- Set up and management of PPC – up to 10
keywords
- $250 per month paid ads budget
Reach prospects with regular email
communications to entice them to select you as
their technology provider.
Benefits:
- Build a regular communication to prospects to
convince them to by from you
- Increase the sales pipeline with quality prospects
- Refreshed database due to regular
communication and bounces being highlighted
- Support your sales team to prioritise targeting by
clicks and opens of emails
Outcomes:
- Increase brand awareness, pipeline of prospects,
customer retention, cross sell of services, new
referral business, employee retention
Deliverables:
- Interview with key team members for content
- 4 emails* (using Microsoft templates that will be
customised)
- Design, copy and send of emails*
*Partner owned contact list will be used
Email Marketing SEO and PPC Online Advertising
Partner
Benefits
Cost $2,990/quarter$1,930/quarter $3,219/quarter
Digital Apprentice
Digital Intermediate
Drive revenue with new customers with LinkedIn
targeting campaign to undertake Social Selling.
Creating, managing and implementing highly
targeted online demand generation.
Benefits:
- Cost effective way of engaging with the right
audience
- Increase visibility of the brand within relevant
groups
- Enhance credibility and thought leadership
Outcomes:
- Web leads for follow up, demos, requests
for proposals
Deliverables
- Content copy & design created for 10 LinkedIn
Ads
- LinkedIn Pulse Blogs x 1
- LinkedIn advertising to defined audiences ($100 ad
spend)
- Website IP Lead tracking
Engage with an audience who have already
visited your website with tailored content and
messaging to win them back
Benefits:
- Enhanced awareness of your expertise with
existing customers
- Provide tailored content to a previously engaged
customers
- Advertise on selected websites
Outcomes:
- Cross sell and upsell of services, blocking the
competition, reaffirm customer relationships
Deliverables:
- Copy and design of 5 banners/MPU
advertisements
- Paid advertising ($300 per month)
- Management, reporting and optimisation of the
ads
Drive revenue from new customers with Search
Engine Optimisation, capturing prospects at the
point of searching for a solution.
Benefits:
- Significantly boost traffic to your website
- Build online brand awareness
- Shift PPC to organic search
- Improve search engine ranking
- Gain competitive edge with SEO optimised
content
Outcomes:
- Increased website traffic, web leads for follow up,
request for demo, trials, clicks to buy
Deliverables:
- Website Optimisation; coding, linking, page
structure, social media linking, use of ModernBiz
Templates & content
- Define PPC requirements, set budgets, commence
campaigns
- Set up and management of PPC – up to 10
keywords
- $250 per month paid ads budget
SEO and PPC Remarketing Social Lead Generation
Partner
Benefits
Cost $2,000/quarter$3,219/quarter $2,574/quarter
Engage with an audience who have already
visited your website with tailored content and
messaging to win them back
Benefits:
- Enhanced awareness of your expertise with
existing customers
- Provide tailored content to a previously engaged
customers
- Advertise on selected websites
Outcomes:- Cross sell and upsell of services, blocking the
competition, reaffirm customer relationships
Deliverables:
- Copy and design of 5 banners/MPU
advertisements
- Paid advertising ($300 per month)
- Management, reporting and optimisation of the
ads
By publishing the right content in the right place
at the right time, your marketing becomes
relevant and helpful to your customers, not
interruptive.
Benefits:
- Cost effective way of engaging with the right
audience
- Increase visibility of the brand within relevant
groups
- Enhance credibility and thought leadership
Outcomes:
- Lead nurturing, increased pipeline, uplift in
conversion from lead to sale
Deliverables:
- Automation of email marketing, social media
posts and website tracking
- Write, upload and send for Microsoft templated
emails x 6
- Creation of social media content x 1 post per day
per month
- Integration with Microsoft Dynamics CRM
- Advanced reporting and intelligence on your
prospects
Build credibility by putting your reputation and
knowledge to work, provide hints, tips and best
practice guides to your customers
Benefits:
- Build awareness and credibility with existing
customers
- Significantly boost your customers experience
using your solutions
- Provoke thought and response from customers
requiring additional support
- Increase customers consumption of your solutions
and services
Outcomes:
- Better customer experience, increase in usage,
additional upsell and cross sell
Deliverables
- Blogging platform customised with your brand,
linked to your website
- Creation of 1 LinkedIn pulse per month
- Calendar of initial topics based on desktop
research
- In-depth regular (e.g. monthly) blog articles
Thought Leadership Marketing Automation Remarketing
Partner
Benefits
Cost $2,574/quarter$2,900/quarter $2,832/month
Digital Master
L.E.A.D. Program Bespoke Packages
Creation of assets to promote a successful
customer story into the partner’s website.
Increase credibility by showing the concrete
benefits provided by the partner and the benefits
of Microsoft solutions.
Benefits:
- Increase credibility with actual customer
testimonial or story to showcase partner’s services
- Dedicated page for success story
- Ability to include customer evidence in future
sales materials and promotions
- SEO optimized content with CTA available
Outcomes:
- Web leads for follow up, request for demo, trials,
clicks to buy
Deliverables:
- Single landing page for the content infographic style
that covers three main content:
- Customer background
- Issue
- Solution
- Display ad copy for future campaigns
- Single PPT slide summary for future sales
presentations
Increase engagement with customers by
improving social media performance and
management with lead generating content to
drive traffic to website, talking to our customers
in channels which they are frequenting
Benefits:
- Consultation on recommended actions for current
website setting
- Revamping home page, website flow and
Microsoft product/solution pages with concrete
CTA
- Improve search engine ranking
- Gain competitive edge with SEO optimised
content
Outcomes:
- Increased social media following, improved search
engine ranking, increased website traffic
Deliverables:
- Social Media campaign with at least 3 posts per
week
- Automation platform for social media posts
- $400 per month paid ads budget for social media
boosting
Revamp website to create a better user
experience, having more concrete call-to-action
and easier site navigation so customers aren’t lost
along the way.
Benefits:
- Consultation on recommended actions for current
website setting
- Revamping home page, website flow and
Microsoft product/solution pages with concrete
CTA
- Improve search engine ranking
- Gain competitive edge with SEO optimised
content
Outcomes:
- Increased website traffic, web leads for follow up,
request for demo, trials, clicks to buy
Deliverables:
- Website revamp for landing page at Microsoft pages
- Inclusion of CTA in key pages to facilitate easier
leads catching process
- Website Optimisation; coding, linking, page
structure, social media linking, use of ModernBiz
templates and content
Website Social Media Management Customer Evidence
Partner
Benefits
Cost From $2,000From $1,000 From $2,500
Partner Case Studies
ResourceIT’s Proven approach
Lanmark
‘£15,000 of revenue, with
much more in the pipeline.
We’re delighted! We now
have confidence in digital
marketing’
Microtrading‘the digital package helped
us gain a large deal of
Office 365 and our organic
ranking has increased
ATG IT‘we’ve been ecstatic with
the increase in traffic to our
site and have managed to
gain trials within hours of
ads going live’
’
Mint Tec
‘absolute superstars,
they‘ve helped us grow the
Office 365 business, have
built a large pipeline and
closed 68 seats far ’
HSO‘Strong team. We’ve
managed to generate over
£3m pipeline via digital
across FY15, fantastic result
Keybridge‘very impressed with the
team, we have clear
direction and it really feels
like a collaborative effort,
lots of trials in place
BOM‘The work we’ve done with
ResourceiT around our
Digital Marketing Strategy
has been enlightening!’
Compete 366 ‘Really enjoying working
together, good progress
we’ve managed to get two
Office 365 trials and lots of
leads for follow up’
Port-P ‘incredible level of support,
we’ve successful
relaunched our website
based on the feedback
provided ’
’
Email Demand Generation. Objective:
- Generate demand and build pipeline of Surface Pro 3/4 opportunities from net new prospects
- Reactivate dormant customers who haven’t purchased in the last 6 months
Strategy:
Outbound email campaign to highlight business benefits of introducing surface to the prospects’ IT estates followed up with sales qualification to pass to Storm for quoting
Results:
- High average open rate 14.71%
- 3 orders generated directly from
- 64 pitches to decision makers
- 9 MQLs
- £875,000 revenue pipeline
Activities:
- Messaging Development
- Demand Generation Email
- Telemarketing
Digital Demand Generation.
Objective:
• Increase CRM Online user additions by migrating Act! users
• Drive awareness of Preact’s Dynamics CRM Online offerings within current ACT users
Strategy:
Demonstrate how Microsoft Dynamics CRM Online will deliver beyond the entry level capabilities of Act! using email and digital demand generation tactics to drive traffic to campaign web pages and services solutions on the Preactwebsite.
Results:
- 9,000 emails sent
- 16% open rate
- 10% click rate
- 1,040 LinkedIn clicks
- 391 site visits tracked
- £248,980 closed revenue
Activities:
- Value Proposition Development
- Email campaign
- LinkedIn paid search activity
- Social media content calendar
- Reverse IP lead tracking
Digital Awareness &
Revenue Generation.
Objectives:
- Drive market awareness of Surface Pro 4
- Increase pipeline of Surface 4 opportunities for the Insight sales team to pursue
- Influence direct sales via the Insight website
Strategy:
Inbound digital marketing to drive traffic from search engines to relevant campaign landing page on the Insight website with strong calls to action for lead capture
Results:
- 205,662 impressions
- 2,416 clicks
- Google CTR: 0.75% BING CTR:
2.61%
- £57K revenue generated
Tactics:
- Google Pay Per Click
- Bing Pay Per Click
- LinkedIn Display advertising
CSP Indirect Case Study
Digital Package provided:
• £10,000 investment
• Email creation and send
• LinkedIn advertising campaign
• Website tracking
Results:
• 60 prospects
• 304,672 impressions
• 0.01% click through rate
• 12 partners signed up via CSP
• 2 CSP orders $95,000
Digital Awareness &
Partner Recruitment.
Delivers results
TOP 50 UK partners who conducted digital reviews were identified as the best digital marketers generate
10X the revenue
Some examples of work
…and a few more
Roles and Responsibilities
• Aligns on workload focus for
each participating partner.
• Provides MS content and
messaging to support
content development.
• Manages program across
entire APAC region
• Understand campaign in depth
and support development of
materials.
• Monitor campaign dashboard
for leads.
• Proactively manage leads.
Feedback on quality to improve
performance
• Work closely with ResourceIT for
end-to-end measurement
• Agency works with partner on
campaign development. Content /
creative / customer journey.
• Executes campaign on behalf of the
partner via agreed digital channels.
• Provides dashboard access to
partner to show results and leads
generated.
• Shares results with Microsoft on
campaign & partner performance.
• Optimizes execution to improve
results as appropriate.
• Provides campaign POE to Microsoft.
• Requires lead tracking data from Partners.
• Requires POE on the campaign execution.
• Work closely with partner to ensure execution and investment in digital marketing
Contact us [email protected]
to begin your journey to
becoming a Marketing Master