© 2015 Software AG. All rights reserved. For internal use only
MARKETING
2 | © 2015 Software AG. All rights reserved. For internal use only
3 |
PARTNER MARKETING
© 2015 Software AG. All rights reserved. For internal use only
TACTICS SUPPORTED :
•
Event (Sponsorship/ partner-led; industry or
solution specific; )
•
Online Marketing (Banner Ads, SEO, email)
•
Direct Mail
•
Account Based Marketing
•
Press Release
•
Database purchase (Infrastructure Build)
•
Telemarketing
•
Social Media Marketing
•
Case Study & Success Story Development
(REWARD for Partner !! )
WHAT SOFTWARE AG CAN BRING TO
THE TABLE :
•
Co-Funding
•
Speaker
•
Content Development
•
Database
KEY OBJECTIVE:
Pipeline Build
2016
4 |
GLOBAL FIELD MARKETING METRICS
IMPACT TO PIPELINE
Marketing Contribution to DBP Pipeline
(sourced and influenced opptys):
Goal:
25%
Stretch Goal:
33%
MEASURE FOR
BASELINE COST
PER LEAD
Measure for
Baseline in 2015
Cost Per Lead
MEASURE FOR BASELINE
LEAD CONVERSION
Sales Converts Lead to
10%>
Opportunity
(Industry Standards 1.5 - 3%)
ROMI
Return on Marketing
Investment for Sourced
Opptys
5 |
EMPHASIZE
•
Increase SEO, SM & PR Reach
•
More use cases vs. product silos
•
Role Based messaging
•
Increase Up & Cross Selling
•
More trials, demos & nurturing
•
Ungate web content downloads
UNIFY MARKETING APPROACH IN 2016
DIGITAL
TRANSFORMATION
Full alignment
SEO, SM & PR
• Increase SEO
• Establish online vertical community thought leadership • Drive Brand online via AE
Ambassadors
• Promote Use Cases and Customer Innovation
PRODUCT PLAFTORM
• Increase Online Community Promotion • Upsell/Cross Sell to Existing Customers • Drive Cloud via online communities • More Free trials & Demos/webinars
INDUSTRY AND SOLUTION
• Vertical Use Cases as Door Openers • Improve Thought Leadership at
Industry/Vertical/IT conferences
PARTNER MARKETING
• Improve Through and With Partner Marketing
• Partner friendly versions campaigns
ELIMINATE
•
Plethora of disjointed Platform campaigns
•
Regional one off Gartner conference engagements
•
Regional Adoption where resources are lacking
•
Relying on email as primary communication
CORPORATE & REGIONAL EVENTS
• Customer Centric Venues: CeBIT, Innovation Days, Regional
6 |
2016 TARGETED AUDIENCE APPROACH
Prospects
Online
Community
Demos,
Webinars &
Trials
Vertical Use
Case
Campaigns
Industry & IT
Conferences
© 2015 Software AG. All rights reserved. For internal use only
Customers
Peer to Peer
Thought Leadership
Whitespace Upsell and Cross
Sell
Key Account Mktg
Regional meetings
Vertical Thought Leadership Content and PR
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APJ MARKETING 2016 – TOP STRATEGIES
WHITE SPACE Leverage an internal team considering the lack of resources :
–
The SE team to plan and run campaigns.
–
All campaigns will be co-owned by SE/Industry or Solution Champions in the region.
–
Involve as many partners as possible
•
Invest in Data Quality and Volume : e.g. contact discovery of APJ Fortune 500
companies; cleaning of existing white space data.
•
Enhance and expand SEO and Online Presence
•
Leverage Global Marketo Team to execute campaigns
•
Telemarketing/Inside Leads to add another layer to lead qualification process
and improve lead quality to sales.
–
Involve partners where possible.
8 |
Business & IT Transf. Platform
supporting ARIS+
(First week of March) Customer Journeys(Mar)
Digital Transformation design and planning (Mar)
Strategy-to-Execution (Mar)
Digital Enterprise Management and Quality Systems (Mar) Embracing cloud (Apr) Application consolidation planning (Apr)
Process Platform
supp. wM+
(First week of March) ROI of BPM & Build better business apps(Mar) Cloud-based App development (Mar) Processes to go – mobile (Mar) Bi-modal IT (Mar) Streaming Analytics for BPMS (Mar) AgileApps workshop series (Apr) Relevance of API mgmt for BPMS (May)
Integration Plat.
supp. wM+
(First week of March) wM Wednesdays
(Mar) Manage the chaos of file transfers (Mar)
Hybrid cloud integration (Mar) API mgmt trends
(Mar)
Data quality drives better integration (Mar) UM for Broker customers (Mar) Adding process to integration (Mar) Streaming Analytics for Integration (Mar) In-Memory Data Grid for Integration customers
(Apr)
Analytics &
Decisions Plat.
(End of March) Analytics for IoT for manufacturing (Mar) Streaming Analytics for
the Digital Enterprise (Mar) Predictive analytics for the data scientist
(April) The value of streaming & predictive
analytics (May) Analytics for IoT for
retail (June)
In-memory Data
Platform
(End of March) In Memory Data Grid
Leader (Mar) Accelerating Digital Transformation using
In-Memory (Apr) Mainframe Big Data
Analytics (Mar)
H1 PLATFORM CAMPAIGNS
Campaign/Microsite
Topics/Work ing titles
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Supply chain resilience (Manu)
Supports Aris+ & wM+
(April) Supply Chain Risk Management (Apr) Supply Chain Visibility (Apr) Supply Chain Process Analytics (Apr) Smart Logistics (Apr) Enterprise Quality Mgmt (Apr) APICS/SCC – SCOR model (Apr)
H1 INDUSTRY CAMPAIGNS
© 2015 Software AG. All rights reserved. For internal use only
Omni channel milestones (Retail)
Supports Aris+ & wM+
(First week of March) Customer journey design (Mar) Enterprise Risk Mgmt (Mar) Omni-channel orchestration (Mar) eCommerce acceleration (Mar) Real-time inventory visibility (Mar) Connected retail Supports wM+
(First week of March) Smart store monitoring (Jan) Real-time inventory visibility (Jan) Location based marketing (Jan) Location analytics (Jan) Cross Agency Collaboration - -Government- (TBD) Integration Modernization (Mar) Enabling Actionable Insights across Justice & Public
Safety (Mar)
Digital Bank 2020
Supports Aris+ & wM+
(End of March) Cust. journey design (Mar) Enterprise Risk Mgmt (Mar) Omni-channel integration (Mar) Real-time customer interaction (Mar) Smart branch monitoring (Mar) Total Compliance (Cap markets) (April) Total surveillance (Apr) Know Your Customer (Apr) AML transaction monitoring (Apr) Pre-trade risk (Apr)
Compliance Management (Apr)
Connected Manu. (Capgemini)
Support wM+
(First week of March) Predictive equip. maintenance (Mar) Connected service experience (Mar) Global operations (TCS) (TBD) Global Operations (Mar) Campaign (Industry “Theme”) / Microsite Industry “Topics” Topics are examples
of what can be achieved with the
DBP.
10 |
KEY CAMPAIGNS IN H1
© 2015 Software AG. All rights reserved. For internal use only