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CAPTURE RESIDUAL REVENUE STREAMS
WITH WEB SERVICES PARTNER PROGRAMS
Doug Gaylor
Vice President, End User Sales
Crexendo Business Solutions
SEO * WEB MARKETING * ECOMMERCE
BUSINESS OUTREACH HAS CHANGED
Something to Think About!
• The Internet just turned “40”
• First Web Page 1991 – Almost 20 Years of Technology
Development
• The average person each month:
• Visits 59 domains
• Views 1,050 pages averaging 45 seconds for each page
• Spends about 25 hours a month searching the web
• Each surfing session lasts approximately 51 minutes
• 17,000 website domains a day are being added to the internet
• Google CEO Eric Schmidt called the internet a “Cesspool” of
information related to the quality of content and amount of
useless information
Becoming The “Trusted Advisor” For Your
Clients
 Businesses Have Downsized, Economized, and
Felt The Pressures of the Economy
 Every Business Has a Website, But Most Don’t
Benefit From It
 Web Marketing Services Are a Hot Topic For
Every Business to Help Them Grow
 You Have the Relationships With Your Clients
to Introduce These Services as the “Trusted
Advisor”
EVALUATION CHECKLIST
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Web Services Portfolio
Web Services Revenue Perspective
Partner Program Levels - Margin Opportunity
Resource Requirements
Best Practices
Proposal Process
Crexendo’s Approach
WEB SERVICES PORTFOLIO
 SEO
 Tools for driving lead generation, market reach, and traffic to websites
 Lead Generation Platforms
 Web platform configured to drive quality of prospecting and profiling
traffic
 Ecommerce Platforms
 Web platforms that include robust shopping carts, product
management, customer database, inventory management, and
promotional tools such as social networking, integration to ERP, etc
 Social Networking
 Social platforms or social networking services provide tools for
managing customer interactions
 Web Marketing
 Search Engine Marketing tools and services are advanced optimization
offers that focus on improving “performance” to increase “conversion”
of traffic to buyers
REVENUE OPPORTUNITY - SEO
SEO SERVICES INCLUDE:

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Organic Optimization
Paid Search Optimization
Link Building
Site Consultation/Analytics
Conversion Rate Optimization
Hosted Plan for Maintenance
Sales Transactions (Single/Bundled Solution)
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Small Business ($2500-$25,000+)
Midsize Business ($5000-$50,000+)
Enterprise ($10,000-$100K+)
INCREASE
CLIENTS
WEB TRAFFIC
CHANGE
CLIENT
ACQUISITION
PROCESSES
REVENUE OPPORTUNITY – WEB
PLATFORMS
WEB PLATFORM SOFTWARE & HOSTING:
 SaaS Software for LeadGen Websites
 SaaS Software for Ecommerce Websites
 Monthly Web Hosting Service
 Professional Services – program/design
INCREASE
VISIBILITY
Sales Transactions (Single/Bundled Solution)
 Small Business ($5,000 - $25,000)
AUTOMATE
 Midsize Business ($10,000-$75,000+)
CLIENT
SALES
 Enterprise ($15,000-$100K+)
PROCESSES
REVENUE OPPORTUNITY – WEB
PLATFORMS
SOCIAL SOFTWARE & HOSTING:

Blog and Microblog

Community linking/positioning

SaaS or platform offers

Planning, development tools, analytics
& hosting

Professional Services – program/design
ENGAGE
AND
INTERACT
Sales Transactions (Single/Bundled Solution)
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Small Business (Setup plus) ($2500-5000 per month)
Midsize Business (Setup plus) ($5000-$8000 per month+)
Enterprise (Setup plus) ($10,000-20,000 per month)
A Quick Internet Primer
“I Didn’t Know What I Didn’t Know”
PROGRAM LEVELS – MARGIN/COMMISSION
REFERRAL/AFFILIATE
PARTNER LEVEL
ADVANCED
PARTNER LEVEL
Referral
Commission
5-12% per sale
Sales
Commission
10-15% per sale
Sales
Commission
15-25% per sale
Affiliate
Commission
2%-10% per sale
Plus,
Residual
Income
0-20%
Plus,
Residual
Income
10-25%
REFERRAL PROGRAMS
 Reseller’s Commitment is to generate leads for web
services and receive commission for sales that close
 In this model, the provider manages the web services
sales process, closing, and on-going support
 Reseller is paid commission for active recruitment of
web services
 Requires less commitment of resources, but allows
resellers to test the waters to determine interest in
higher levels of partnership
 Typically pays ongoing commissions for additional sales
closed within a 12 month period
PARTNER PROGRAMS
Program Levels – Vary by Provider
 Sales commissions vary from 10%-15%, and may have incentive
spiffs
 Business opportunity is to capture the revenue splits on web
services, hosting, one-time charges, and training. Splits range from
15%-25%
 Some programs allow resellers to gain splits on the monthly
hosting, while others do not, other limit the splits after the term of
the initial agreement
 Support plans should be cautiously reviewed for terms and
conditions, as some programs do not provide high levels of partner
interaction
 Learn if you are dealing directly with a provider or a third party and
clarify how the relationship works
PROVIDER OPTIONS – All In One Vs. A La Carte
 SaaS Providers
 Web Hosting
 Ecommerce
 Web Marketing Services
 Hardware Providers
 ECommerce
 Independent Marketing Providers
 SEO Services Companies
 Marketing Firms
 Carriers
 Social Networking Services
 Hosted Ecommerce and Web Services
COMMITMENT –
EXPECTATIONS VARY BY LEVELS AND PROVIDERS
Leverage Your Sales and Support Processes
 Willingness to engage your customer base
 Commitment to train your sales and support teams
 Agreement to Host Quarterly Live/Seminars and
schedule weekly webinars
 Designate a sales expert, support expert, and project
coordination resource
 Provide content development resource (inhouse/outsourced) (Consider using co-op)
 Ensure your website is performing (credibility) and
commit small investment if needed
COMMITMENT – BEST PRACTICES
 Build own lead generation through SEO, SEM and
Ecommerce
 Dedicate a team to web and content development, and
inbound marketing initiatives, leveraging co-op
 Commit to monthly online promotional tactics with
aggressive outreach and focus on progressively seeding
the sales pipeline using email, webinars, online
campaigns, landing pages, SEO and social networking
 Offer referral programs to customers
 Invest in education, promotion and tactics to keep
customers connected to their business actions
 Transition traditional marketing spend to online spend
PROPOSAL PROCESS
 Understand the proposal process and what tools are
available to you for each service.
 What’s the process for each service?
 Does the provider help you in the provisioning process?
 Does the provider assist you in the demo and closing
process?
 How long does it take to schedule the various levels of
the proposal process and then, the time to installation?
 What requirements are needed to be provided by the
customer to engage each web service? How does the
provider share expectations?
 How involved are you with your customer in the
process?
CREXENDO’S APPROACH
 We work with your existing customers as the “Trusted
Advisor” to help them understand their website’s
potential
 We run the sales process from the initial discovery
review to the sales and implementation process
 After the Initial Discovery, we engage the Referral Agent
only if needed or requested by the agent or client
 We Propose, Demo, and Position the Solutions!
 We sell it, you and your clients benefit!!
 Every one of your customers has a website, and most
need our services!
CREXENDO’S PROGRAMS
 Crexendo Has Two Primary Programs:
 Referral Agent Program
 VAR Reseller Program
 Referral Program pays Lead Referral
Commissions up to 15% for sales made
 VAR Program pays Commissions up to 25%
plus an additional 20% on monthly ongoing
charges
 25% Discount on Any Web Marketing Services
Purchased by Partners
CONCLUSION
 Web Services/Interactive Services is estimated for $55B in
growth from 2009-2014 (Forrester)
 Web Services will continue to expand with the growth of
mobile devices in the same period
 Digital media disruption coupled with a weakened economy
are key drivers of the massive transition of marketing spend
 Web services are low-risk to implement allow resellers to make
a transition in adding residual revenue opportunities
 Incremental add-on revenue and residual income goals are
attainable with little risk, but require focus and attention for
success
 Referral programs allow resellers and service provider to test
the waters in their customer base, and graduate to higher
returns when ready or comfortable to expand commitments
What Are You Waiting For??
Crexendo Is The Right Partner For
You!!
THANK YOU
Doug Gaylor
VP, End User Sales
[email protected]
Bob DiGangi
VP, Reseller Channels
[email protected]
Free Web Analysis
www.crexendo.com
Crexendo Referral Program
See Us At Booth 614
http://www.crexendo.com/referral-program.html