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MARKETING OVERVIEW
Presented by Michelle Sepanski
November 13 – 15, 2014
Annual Sales Meeting, Atlanta GA
SINCE JUNE
 Improved Sales Communication
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Sales Alerts
Sales Feedback Survey
Marketo Lead Overhaul to Generate Leads
Ipresent updates/presentations
 Enhanced External Communication
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Eblasts/ PR
Case Study
Whitepapers
ViconNet 7 Ads
November 13 – 15, 2014
Annual Sales Meeting, Atlanta GA
SINCE JUNE
 Website
 Kept updated – remove obsolete info
 Reorganized to make easier to navigate
 Add Sneak Peek to ↑ engagement
 Refreshed Training
 Now receive 11 BICSI credits
 One DVD for Training Resources
 Analyzed data to track successes
November 13 – 15, 2014
Annual Sales Meeting, Atlanta GA
THE YEAR AHEAD
2015
MAKE IT COUNT!
“In your life you only get to do so many things and
right now we’ve chosen to do this, so let’s make it
great.” Steve Jobs
November 13 – 15, 2014
Annual Sales Meeting, Atlanta GA
B2B Marketing is Changing
 ROI success with content marketing –
focus shifted to quality content
69%
of marketers
using more content this
year than last year
80%
of decision
makers prefer content to
advertising
November 13 – 15, 2014
Annual Sales Meeting, Atlanta GA
B2B Marketing is Changing
 Visual gaining ground
 Videos
 Images
 Infographics
visual infographic
November 13 – 15, 2014
Annual Sales Meeting, Atlanta GA
November 13 – 15, 2014
Annual Sales Meeting, Atlanta GA
B2B Marketing is Changing
 Mobile dominates
November 13 – 15, 2014
Annual Sales Meeting, Atlanta GA
B2B Marketing is Changing
 Increase of micro targeting/segmentation
November 13 – 15, 2014
Annual Sales Meeting, Atlanta GA
B2B Marketing is Changing
 Marketing automation/technology
November 13 – 15, 2014
Annual Sales Meeting, Atlanta GA
GOALS
Rebuild Brand Image
November 13 – 15, 2014
Annual Sales Meeting, Atlanta GA
ADVERTISING
 Ads to reflect “Company” messaging – Vicon
logo with IQeye cameras/Vicon products
 Change mix from mainly PRINT to:
PRINT
DIGITAL
eNewsletters/eblasts
 Insertions with Channel Distribution Focus
November 13 – 15, 2014
Annual Sales Meeting, Atlanta GA
Public Relations –
Position Vicon as Solutions Leader
 Increase Publicity – “Thought Leadership”
 Publish Case Studies and Whitepapers
 Schedule Social Media Content and Track
Engagement
November 13 – 15, 2014
Annual Sales Meeting, Atlanta GA
GOALS
2
Improve Internal and External
Communication
November 13 – 15, 2014
Annual Sales Meeting, Atlanta GA
2
WEBSITE
ATTRACT
CONVERT
November 13 – 15, 2014
ENGAGE
Annual Sales Meeting, Atlanta GA
2
External Communication
Customer Centric
 Increase stats of eBlasts – product updates,
support topics, company news, meet the team
Email Stats
100%
80%
60%
40%
20%
0%
Delivery Rate
Open Rate
Avg Email Stats
November 13 – 15, 2014
Click Rate
Unsubscribe
Vicon Stats
Annual Sales Meeting, Atlanta GA
2
External Communication
Customer Centric
 Increase Content Marketing
November 13 – 15, 2014
Annual Sales Meeting, Atlanta GA
2
External Communication
Customer Centric
 New Quarterly eNewsletters
November 13 – 15, 2014
Annual Sales Meeting, Atlanta GA
2
External Communication
 Increase Videos &
Tutorials
November 13 – 15, 2014
Annual Sales Meeting, Atlanta GA
2
Internal Communication
 Quarterly Sales Survey
 Communicate with Marketing
 Update Contact Lists/Leads
 Set up Google Alerts of customers and forward
stories
 Coordinate case studies/testimonials
November 13 – 15, 2014
Annual Sales Meeting, Atlanta GA
2
SALES TOOLS
 Ipresent and Flipbook
 USB
 Printed Collateral – PSG, Viconized IQ
datasheets, ViconNet, Case Studies
November 13 – 15, 2014
Annual Sales Meeting, Atlanta GA
GOALS
3
Generate Qualified Sales Leads
November 13 – 15, 2014
Annual Sales Meeting, Atlanta GA
3
LEAD GEN
 Utilize Marketo to Send Alerts
 Rose Report/McGraw Hill
 Increase Leads from Advertising Partners
 Increase Leads from Website Conversions
November 13 – 15, 2014
Annual Sales Meeting, Atlanta GA
GOALS
Rebuild Brand Image
Improve Internal and External
Communication
Generate Qualified Sales Leads
INCREASED SALES
November 13 – 15, 2014
Annual Sales Meeting, Atlanta GA