The software industry database:No one covers software like we do

Know your targets Better marketing More Sales

Questions?sales@isvworld.com (ISVWorld)

Capturing the ISV opportunity

Better Marketing to ISVs

In this presentation

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• Concept summary: How ISVWorld helps marketing to ISVs• ..and McKinsey research on Big Data in Marketing supporting our view

• The Steps to take in detail: • Identify subsegments to focus on• Translate your subsegment into target lists

• Why this concept? - fixing a Marketing and Sales disconnect

• About ISVWorld

• Further info and contacts

Better marketing to ISVs

(1) Which Marketing campaign will be most successful, 1 or 2?

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Selection:Message: “We help healthcare software vendors”

1

2

Selection: Message:We have helped many large Software vendors in the US making their next steps in the transition to the cloud

Selection: Message:We have helped many large Software vendors in the US making their first steps moving into the cloud

Message:We have helped many small and medium Software vendors in the US making their first steps moving into the cloud

Message:We have helped many small and medium Software vendors in the US making their next steps in the transition to the cloud

Better marketing to ISVs

Why ? Explore the difference between “1” and “2”

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Selection:Message: “We help healthcare software vendors”

Too generic

1

2

Selection: Message:We have helped many large Software vendors in the US making their next steps in the transition to the cloud

Meets target company profile better response

Even this granularity is hard to achieve: • No datasets available that show

software vendors in healthcare only• Most databases show NAICS/SIC code

for software publishers, but no segment focus and no split for headquarters from other addresses

ISVWorld gives granularity, for example • Software vendors headquartered in US• Active in Healthcare• Between 100M and 500M in revenue• With cloud based products already

An approach in line with recent Big Data research by McKinsey *

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“Successful marketers have figured out how to use data to squeeze billions more from marketing and

help their companies grow”

* Source: McKinsey Global CMO Forum, http://www.slideshare.net/McK_CMSOForum/big-data-and-big-profits

“Why marketers should stop worrying and learn to love data”

288% increase in product profits reported

25% increase in ROI of marketing dollars

?

In ISVWorld we call this the “Pre-qualified lead concept”

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The ISVWorld pre-qualified lead concept• no more mailshots to 20.000 potential leads • no more 1:1 cold calls by expensive sales reps. • Identify targeted leads that meet criteria you define,

so you can run highly focused and efficient campaigns

Cost/lead

# unqualified leads

Sales-Cold calling

Marketing,Email Blast

high

high

ISVWorld-Pre-qualified leads

Better Marketing to ISVs

HowTo -1: ISVWorld market analysis helps identifying key (sub)segments

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• Analyze and select market segments by understanding a/o:• How many ISVs are in that segment?• How many have (and do not have) cloud based products• What domains, verticals etc do they focus on?• How many have a size that is of interest to you .. Etc etc

Example:

Make your selection(here 3121 vendors found)1

How many have cloud products already?(here: 47% or 1467 vendors )

2Enough vendors with right size?(1200 vendors between 5M and 500M$ )3

Better Marketing to ISVs

HowTo 2: At any point, translate your market analysis into a target list

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• While analyzing a segment you can switch back and forth between statistics and actual companies in your current result set

• Once you’re satisfied, save your search or download data into your CRM to start your campaign.

4

ISVWorld - largest Software Industry database ...globally.

ISVWorld for lead-generation: Connect Marketing to Sales

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A CMO can define a market segmentation,

but where and how should Sales find the companies to target??

Marketing: Market-

segmentation

1

2 3

4

CRM

software

Marketing

software

Call

centers

1

2 3

4?Companies

Sales

ISVWorld - largest Software Industry database ...globally.

ISVWorld for lead-generation: Connect Marketing to Sales

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1. Sales cold-calling and broad marketing campaigns are too generic to have good results and will not have messaging that resonates enough

2. Most existing datasets will only allow filtering on “Software publishers operating in the US”…. but even “Headquartered in US AND active in Healthcare” is not good enough

CMO: Market-segmentation

1

2 3

4

Cost/lead

# unqualified leads

CRM

software

Marketing

software

Call

centers

1

2 3

4?Companies

Sales

Marketing,

Email Blast

Sales-

Cold calling

ISVWorld - largest Software Industry database ...globally.

ISVWorld for lead-generation: Connect Marketing to Sales

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ISVWorld gives the segmentation granularity and the company names that meet your market segmentation and should become Sales targets

CMO: Market-segmentation

1

2 3

4

Cost/lead

# unqualified leads

Pre-

qualified

Leads

CRM

software

Marketing

software

Call

centers

Sales

ISVWorld - largest Software Industry database ...globally.

ISVWorld for lead-generation: Connect Marketing to Sales

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Vision: Every single user of a sales or marketing software product uses data from our platform – Any industry, Any software product, Anywhere.

CMO: Market-segmentation

1

2 3

4

Cost/lead

# unqualified leads

Pre-

qualified

Leads

CRM

software

Marketing

software

Call

centers

Whether Salesforce, Microsoft Dynamics CRM, Marketo or LinkedIn, we want them to use data from our platform

Enrich:

Sales

Highly recommended training material to get started

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Better Marketing to ISVs

• Watch an 8-minute introduction presentation and demo on slideshare• http://www.slideshare.net/isvworld/introtraining-april2013

• Understanding the power of the market statistics module through some samples• http://

www.slideshare.net/isvworld/benchmarking-saas-financials-and-ratios

• 1 minute overview video of ISVWorld features• http://youtube.googleapis.com/v/Pbq_XnsfNwU

• 5 tips to optimize the quality of your search results (HD1080 recommended)• http://youtube.googleapis.com/v/89gFj5vxQZo

About ISVWorld, a “Big Data / Data-as-a-Service” company

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• Largest software industry database, covering over 100K software companies & over 75 countries

• Automated data collection and – classification finds information from 100- 500 sources per ISV through free & focused crawl and other language technologies;

• Data is searchable on • Application type, Industry, Technology• Size, Location (Sales/HQ)• SAAS/Cloud and other “Technology Ecosystems”• and much more

• Customers today a/o:• Corporate M&A, VC, Private Equity • CIO’s, IT Architects, IT-consultants• Hosting and outsourcing companies • ISVs• Market researchers• Corporate Finance

Quotes:

• “ISVWorld is almost never the end, but always the start”

(Industry analyst Firm)

• While we still regret you do not do email-addresses, your market insights and intelligence are unique

(Large ISV)

• “.. Statistics to salivate…”(Large ISV)

• Remember:• all our data are computer-

generated not edited or curated• ISVWorld is a market research and

market intelligence tool• Our objective is to cover all

companies with software products(ISVWorld :-)

Contact information and questions

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Better Marketing to ISVs

• More questions ?? Please check:

• ISVWorld knowledgebase: http://kb.isvworld.com • ISVWorld website: www.isvworld.com• ISVWorld on youtube www.youtube.com/isvworld • ISVWorld on slideshare www.slideshare.net/isvworld • ISVWorld support support@isvworld.com • ISVWorld sales sales@isvworld.com