ZERION360 MARKETING PLAN 2014

Marketing Goals

Positioning Zerion360 where customers are Focus on being seen as relationship and

resource centric Cohesive and consistent presence Build network Brand awareness Sales Support Client community Lead generation Pipeline Acceleration

Marketing Plan Vision

Lead database – what works, what

doesn’t, best practices

Focused on network building

and market positioning

Take branding voice of Zerion360

and vision and represent

Zerion360 as already there

Resource Centric

Events: Sponsorship at

local levels, attendance to trade shows,

hosted webinars and seminars

Increase in number of

national trade shows and

events attended

As network increases – marketing campaigns increase

Established resource blog

Marketing initiatives, i.e. advertisement,

targeted at other markets

(national).

Speaking engagements

and workshops in community and

trade shows

1 Year 3 Year

Target Market

Who: C- Level Executives, Decision Makers, Small and Midsize enterprises• Industries: Aerospace and defense, engineering,

construction and operations, high tech, industrial machinery, professional services, retail, and wholesale distribution Where: Central Florida, Florida,

Nationwide• Key characteristics: Small business owners,

concerned with making their business more efficient and more successful. Wants/needs: software that delivers – problem solving, advice etc

Snapshots

Illumiti – Toronto Site design – clean, c&c, bold

and professoinal Links to industry specific

information on site (accessibility and research oriented)

About us section – established familiarity, builds trust, affirms accessibility

www.illumiti.com

Our strengths: Solid brand representation through our site – easy to navigate. Focused on one product, specific industries – easy to optimize content and campaigns

Where we can improve: A 360 degree marketing plan across multiple channels, community involvement. Build up our SEO, trade shows

Oracle and Microsoft (according to PC Mag) are being implemented and recommended more than SAP

SAP Marketing Award Competition (local)

•Telemarketing•Blog•Social Media•Sales support•Lead Nurturing•SEO and Website•Brand Aesthetics and Representation•Community Involvement•Events•Campaigns•Analytics

Marketing Strategies

Telemarketing

Goals: Lead generation, nurturing, brand awareness

B2B – highly targeted to decision makers. Build calling lists through programs, trade

association publications, business searches, etc

Lead database: keep track of calls, hot –

warm – cold rankings, and email contact.

Also be used to track lead conversion

Follow up with branded email

containing white paper / other relevant

nurturing aids

Utilize script, product and industry specific

knowledge, relationship centric, client need centric

20% of time focused here – 1 hour / 1.5

hours per day

Lead Nurturing

Database – process, see what works, scoring Ensures strategic and systematic process, know where

lead is at in process Materials

E-mail White papers Case studies Testimonials Newsletter Industry specific information Leadership articles (blog) Seminars Demos Videos

Sales Support

Sales materials – Branded, both

general and industry specific. Brochures, white papers, case

studies, etc

Lead generation and nurturing – BANTS

assessment

Lead database – accessible to

everyone. Show where leads are in

cycle, when contact was made, notes etc

Check-ins with sales team to brainstorm about client needs,

common issues, how we can meet needs

(monthly)

Ensure that sales, marketing, and all

other initiatives are cohesive/consistent:

proper branding, accessibility, etc

Blog

Goals: Resource centric, meeting client where they’re going to be, SEO, Nurturing,

Brand awareness, Network building

Content generation: Relevant to small businesses, business innovations,

technology. Blogging consistency: 1x week

Incorporate design thinking into blog content – engage customers before

needs are defined and explore unmet needs

Cohesive and consistent, no selling.

Build audience through relevant

content, collaborative

blogging, series

Constant generation of blog topics through

“watching” and “listening”

Blog

Blog Ideas / Content Generator Series on big data in concurrence with speaking event at Citrus Club Blogging series on outgrowing Quickbooks Guest bloggers – leverage partners, Orlando business leaders Branding 101 series Web presence series Benefits of ERM Digital tools part in small business growth Cost of ERM versus value of benefits Innovation series – new ideas, latest tools, business trends (tech) Mobility series Why attend tradeshows – how to be successful, innovation at tradeshows etc Small business spotlight – focus on Central Florida, can be clients, can be other

successful small businesses – goals is to present issues and how they addressed them

NYTimes small business, Forbes SAP Branding Voice, OBJ, Upstart, Mashable, “Listening” Channels: LinkedIn groups, Inbox Q, Modern Distribution Management

Social Media

Goals: Relationship centric, what’s going on in the now with Zerion360, brand

building, essential in 360 marketing

LinkedIn: Essential for B2B, build network, “hearing” through

groups, part of discussion in

resourceful way**Ideal for all

Zerion360 employees to be here –

accessibility**

Facebook: Statistically, most

used social networking site.

Going on in the now, network presence,

easily access testimonials, access to blog, email list /

newsletter

Twitter: Going on in the now – more

frequent postings versus FB, connect

resources, “listening”, Newsfeed

YouTube – Educational videos and demos,

customer testimonials, SAP branded videos –

quality over quantity here. Embedded in

website, links available on other

sites

SEO and Web Presence

HAS TO BE HERE – with search

driven consumers

Site Maintenance

Key phrases, build up through blog, utilize tools

such as HitTail and Google

Analytics, Focus on quality.

Search results will go up with

time and consistency

Being apart of conversations – using backlinks. Our resources

used by others. GOAL: Increase

in search rankings,

increase web traffic, quality

and optimization, answering relevant

questions (blog)

Advertising and Campaigns

Microsites/landing pages to track effectiveness Events

Call to action – sign up, follow-up, invitation into the community Tradeshow / Expos - free e-book series, welcome into the Zerion360

community – computers/tablets for them to sign up right there and then as an option

Referral Campaign – 5%, 10%, 15% E-book Publication Campaign – Release as series or individually?

Information in change for downloads Sponsorships OBJ – 2014

Dozens of advertisement options in both mobile and print, ranging from $1500 – $12,000+

Readership stats: www.bizjournalsmediakit.com/websites/Orlando/ Events

Future – Airport, Business Journals in other hubs

Events

Goal: 1 hosted seminar – roundtable of business leaders, leverage partners, and clients. 2014.

Leverage Lunch n’ Learn and expos at Citrus Club – invite through email, telemarketing, social networks. Leverage above as “business innovations” events

Webinar – Leverage SAP and ASUG webinars. Host our own – relevant topics, leverage partners, q&a and discussion time period. 2014 – 2x year. Industry specific

Speaking engagements – Chamber of Commerce, UCF and other local universities. Long term: Trade Show speaker

Community Involvement and Resources

Non-Profits Make a Wish foundation sponsorship / volunteer days Job Partnership sponsorship / volunteer days Christian Help sponsorship / volunteer days PR, social media channels

Local Sports Teams Other Sponsorships Opportunities

Manufacturing Association ( macf.biz/wordpress/wp-content/uploads/2013/05/Executive-Sponsorship-Levels-Application.pdf )

Also in Central Florida – Security Systems Association, Florida Association of Wholesale Distributions (potential impact)

Community Involvement and Resources

Small Business Resource Network Connects businesses with experienced professionals,

providers, and agencies $500 annual dues Along with application – need 3 customer testimonials www.sbrn.org/network-directory.php

ASUG – Florida Chapter Zerion360 listed as a channel partner Leverage opportunity

Orlando Regional Chamber of Commerce (Orlando, Inc.) Benefits of membership: Business Leadership Roundtable,

Company Profile in EveryMonday, Placement in Leadership Orlando (geared towards professional services)

$1,500 annual investment – other options available

Trade Shows and Expos

Goals: Lead generation, Brand awareness, NetworkingSmall Business Expo – Miami, January 16th

www.thesmallbusinessexpo.com/Small_Business_Expo.pdf

Sapphire NOW + ASUG Annual Conference June

3-5, 2014 – Orlando

Industry Specific:

IMTS September 8-13, 2014 -

Chicago

Tech:Interop – March

31 – April 4, 2014 – Las

Vegas

Public Relations

Zerion360 going-ons:

events, community

involvement, etc

SAP Business One updates

– leverage co-branding options

Specific around

speaking engagements

, e-book releasesAccessibility –

website, social media,

media channels

OBJ contact

Analytics and Tools

Personal quarterly review Campaign specific reviews – emails, events,

etc – utilize campaign microsites Goolge analytics I.E. SlideShare – built in analytics Response/audience to blog, social media Lead database – see where leads come

from, what campaigns worked, how many were qualified, how many sales qualified, how many bought

Marketing Enrichment

Adobe Creative suite Social Media Club Orlando Central Florida Marketing Association Networking Trade Show Presence Branding presence

In Review

Goals: Lead generation, Lead nurturing, brand awareness, network building, resource and relationship centric, positioning ourselves in market

Focus on core needs and establish marketing network to stand on for future endeavors

Keep track of leads through an accessible database to measure success

Parking lot: Direct mailing

Timeline

October 2013 Launch Marketing Plan Build and maintain client and

lead lists Create lead and marketing

database Decide on sponsorships and

events to attend Hosted webinar/seminar

planning Client Christmas gifts

November 2013 Big Data Lunch n’ Learn Big Data blog series

December 2013 January 2014

Trade Show Blog Series Miami Small Business Expo

February 2014 March 2014

Interop April 2014 May 2014 June 2014

Sapphire NOW + ASUG Conference

July 2014 August 2014 September 2014

IMTS October 2014