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Pick Up The Pace!
Microsoft Dynamics Marketing
Resources
Welcome!
• Intros
– Cheryl Strege
– The Partner Marketing Group, a marketing consulting
resource for Microsoft Dynamics partners
• And…
– Who are you?
– What do you do?
– What do your customers love about your
organization?
– Dogs or cats?
Questions about Microsoft Resources?
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Who?
What?
Where?
How?
When?
Objectives
• Leverage the Microsoft resources to save you
time and money getting your plan in-market.
– Top #10: Where are they found, how and when should
you use them?
• Ask lots of questions, learn from each other.
• Have fun and win prizes!
• Your Objectives?
– There are so many Microsoft resources. Which ones
should I use, and how much do they cost?
– What else?
Agenda
• Microsoft Resources to Enable Your Marketing
Success
– Deep dives into RTGs, MPE, CTA, PVRC, PMC, CDF,
MPC and more!
– Vertical Marketing
• Action Items
• Summary: Next Steps
Types of Marketing: Overall Response Rates By
Marketing Medium
Dimensional Mail (non-flat mailer)
Telemarketing
Direct Mail
Email
Catalog
Coupons
Radio
Magazine
Newspaper
Source: DMA Direct Marketing Association 2006 Survey
www.the-dma.org
5.49%
5.45%
2.73%
2.31%
2.23%
1.77%
0.31%
0.30%
0.15%
Microsoft Marketing Resources
Ready to Jump In?
First Things First!
#1: Join the Marketing Professional Community
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Network of Marketing Peers for Best Practice Sharing
Monthly Web Seminars
Periodic Learning & Networking Opportunities
Distinction in Marketing Awards
Learn More and Register on the Community Site on
PartnerSource: https://mbs.microsoft.com/partnersource/
communities/marketing/
Microsoft Dynamics Marketing Guide
– Desktop reference of Microsoft
Dynamics-specific marketing
resources
- Hard copy mailed to MPC members
last Nov.
- https://mbs.microsoft.com/downlo
ads/partner/marketing/Resources/
FY08_Marketing_Guide.pdf
Microsoft Dynamics Quick
Reference Sheet
– Two-page ‘cheat sheet’ of available
resources
– https://mbs.microsoft.com/partner
source/communities/marketing/res
ources/marketingcreativeresources
/quickref.htm
Marketing Learning Plan
• Five step plan to marketing with
Microsoft
• Contains almost all of the
resources I’ll talk about today
• Contains extensive listing of ondemand webcasts (excellent
topics)
• Will be updated this fall (has
been mailed, in past years, to
the MPC)
• https://mbs.microsoft.com/part
nersource/communities/market
ing/marketingreadiness/learnin
gplan.htm
#2: Partner Solution Profiler
https://partner.microsoft.com/40020720
• When you profile your solutions and services, you can promote
them to the more than 70,000 customers who search
Microsoft.com for technology experts every month.
• Site where your profile is populated:
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Partner Finder
Microsoft Communications Sector Directory
Microsoft Dynamics website
Microsoft Midsize Business Center
Microsoft People-Ready campaign
Solution Finder website
SQL Server website
Windows Marketplace
Remember: who are you, what do you do, why do
your customers love you?
#3: Executing Marketing Campaigns
• Microsoft Ready-to-Go Campaigns
are easy to use marketing materials
and services that can help you
identify sales opportunities,
generate demand, and grow your
customer base.
• With these customizable direct
marketing templates, event
resources, and sales tools you can
easily tailor a Ready-to-Go Campaign
to the specific needs of your
business.
• Microsoft will handle list purchasing,
printing, postage, sorting, and
mailing.
https://partner.microsoft.com/us/readytogo
Ready-To-Go’s
•
Everything You Need, In One Place
• Campaign Overview, List Selection, Communication Outreach, Lead
Nurturing, and Sales Conversion material for a specific campaign… all in
one place; you customize the material, and the Ready-to-Go Campaign will
help you get it out the door.
•
The Right Content For Your Business Needs
• Microsoft has tailored a Ready-to-Go version for you, based on your
marketing and business needs as you profile yourself, using multiple tactics
and touches (Direct Mail, Email, Events, Telemarketing, Online and Web).
•
Targeted Prospect Criteria and Lists
• Access to exclusive Microsoft approved and used list sources with access to
over 15.7 million potential contacts to go to market more efficiently.
RTG Content Description
• Marketing Readiness
– PPT decks
– Messaging framework
• Sales Readiness
– Webcast
– Quick reference cards
• Website content and online
marketing
– Website copy
– Web buttons and banners
– Paid search campaigns
• Mailing Formats (postcard, letter,
email)
• Offers:
– Brochures
– Case Studies
– Whitepapers
• Telesales Call Guide
• Assessment Worksheet
• And more!
Ready-to-Go Microsoft Dynamics Financials Letter
How I Would Use RTGs
• Wealth of downloadable resources I can
customize
• Offers for my marketing campaigns such as
Evaluating Financial Management whitepaper
and new CRM product guides, CRM customer
showcase video, etc.
• Assessment worksheets and other tools
• List counts
• Upload your own list to the site for a mailing
• Case reference builder
Marketing Desk: http://www.mspartnerdirect.com/mktghelp/
#4: Case Reference Builder
• Happy customers are one of
your most effective sales and
marketing tools.
• Use this template to quickly
create a case study on an
interesting customer story.
• Receive a high quality pdf
(no charge) or have
Microsoft print it for you!
http://www.mspartnerdirect.com/action/microsoft/site/catalog/piec
View?pieceID=273&sourceCampaignID=263
Watch for This
• List is primarily InfoUSA.
• Very little customization partners can make to the
direct mail pieces.
• Difficult to “sell” the offer in the letter since
there’s little space for it (but mentions Microsoft
Dynamics CRM eight times).
• Financial Management campaign has one offer,
CRM campaign doesn’t have any.
• Difficult to nurture prospects if you use RTGs for a
one-time campaign. Best option is to upload your
own list.
#5: Microsoft Partner Events
www.microsoftpartnerevents.com
Microsoft Partner
Events program
provides tools,
content, and
services to help you
plan, deliver, and
measure your own
events
• Jump Start webcasts
• Click-to-Attend
Jump Start Webcasts
• How many deliver regularly scheduled webcasts
to your prospects and customers?
• It can be a challenge. You have to…
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Purchase and setup the meeting software
Develop a topic
Create the presentation
Practice delivering the presentation
Execute the lead generation efforts to drive
registrants/ attendees
– Create a registration landing page
• Not any more!
Jump Start Webcasts
• Use the Jump Start Series to Add Prospect Webcast Events to
Your Marketing Mix and Accelerate Your Pipeline
– “Jump Start” webcast series allows you to quickly and easily set up a
confidential “Click-to-Attend” personalized registration site for any of
the webcast topics.
– Any prospects and customers you drive to the events remain private
on your Click-to-Attend site and are not at risk to be reassigned to
other partners.
– Webcast presenters are Microsoft Dynamics Partner Technical
Specialists with a deep knowledge of their topic and years of
presentation experience.
– Partner Experience:
• “Setting up our own webcast program would be too time
consuming, and we don’t really have the resources to set up our
own webcasts.” Jump Start has made it easy to focus time, and
marketing dollars, on getting the message in front of the prospect.
Jump Start Webcasts
• Topics:
– How Microsoft Dynamics GP Can Help If You Have Outgrown
QuickBooks
– Microsoft Dynamics GP Can Help If You Have Outgrown Your
Current Accounting Software
– Grow Your Business with Microsoft Dynamics CRM
– Session 1: Use Microsoft Dynamics AX to Improve Your User's
Productivity with Familiar Tools
– Session 2: Use Microsoft Dynamics AX to Manage Rapidly
Changing Demands That Affect How You Compete
– Session 1: Use Microsoft Dynamics NAV to Effectively Manage
Operations (Finance through Production Planning) by
Leveraging an Integrated Business Solution
– Session 2: Learn how Microsoft Dynamics NAV Can Help You
Leverage Technology to Optimize and Connect Your Business
Jump Start Webcasts
• Use the Jump Start webcast Series to…
– Reach a larger number of potential prospects and
customers in your target market.
– Add monthly webcasts to your marketing calendar to fill
any gaps in your marketing strategy and increase
awareness of the solutions you deliver.
– Leverage the professionally developed and presented
topics to drive your prospects to the close.
– Lastly, there’s no cost to participate!
• Learn more and view the monthly schedule at:
https://mbs.microsoft.com/partnersource/communities/m
arketing/marketingreadiness/JumpStart.htm
Click to Attend Registration Site
• Free website you can use
to take registrations for
events such as Jump
Starts, User Groups,
Lunch-n-Learns or any
other event.
• Just set up your event on
www.microsoftpartnerev
ents.com and Click to
Attend will automatically
be populated with your
information.
#6: Customer Campaigns on the
Partner Marketing Center
• Site for “self-service” marketing tools, templates, and planning resources.
• Designed for all partners
• https://partner.microsoft.com/global/40019331
Profile Your Company’s Marketing
Needs and Experience
Variety of Campaigns Available
Business Solutions
#7: Content for Marketers – ISV Site
GREAT!
• ISV Website
– Marketer Resources:
http://microsoft.mrmps
lc.com/USISV/resources
.aspx
– ISV Telesales Service:
http://usisvmarketing.
com/isvtelesales/
• Excellent online
marketing resources,
such as SEO and SEM
http://microsoft.mrmpslc.com/USISV/
Online Marketing Resources
• Save on Insider’s Guide to Search Engine Marketing
– Learn how to achieve better search-engine rankings, how to set
up and manage a pay-per-click advertising program, and more.
Take this self-paced course by SEMPO Institute, a US$399 value
offered exclusively to Microsoft partners for US$25. Use coupon
code MSWWP08.
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Website Optimization
Search Engine Optimization
Search Engine Marketing
Web Analytics
Email Marketing
Webinars and Webcasts
Social Networks
EXCELLENT!
https://partner.microsoft.com/global/40073322
#8: Offers, Offers, Offers!
• An offer motivates a prospect or a customer to respond.
• When responding, whether it’s by email, business reply,
phone, or fax, they give up some piece of information in
exchange for the offer.
• Offers vary by sales stage. An offer for a demo is inappropriate
at the beginning of the relationship.
• Good offers at the beginning of the sales cycle are generally
educational in nature: whitepapers, industry reports, analyst
reports, etc.
• Do not send out a direct marketing campaign without a strong
offer – in general, you’re wasting your time and money.
• Lastly, “a salesperson will call” is not a good offer.
Where Do I Find Offers?
• “How Smart Marketers Craft Compelling Offers
– http://www.msreadiness.com/CourseDetail.aspx?id=5325
• Partner Vertical Resource Center (PVRC)
– https://partner.microsoft.com/40020485?msp_id=vertical
• Partner Marketing Center
– https://partner.microsoft.com/global/salesmarketingsection/smcampaig
ns
• Drive Real World Business Processes Campaign
– https://partner.microsoft.com/global/salesmarketingsection/40028350
• Offer Summary Sheet
– https://mbs.microsoft.com/partnersource/resources/pricing/campaigns/
addon/NorthAmericanOfferCouncilSummarySheet.htm
• www. MicrosoftIncentives.com
Amp It Up https://mbs.microsoft.com/partnersource/ampitup.htm
Where Else?
• The Microsoft Dynamics public website!
– www.microsoft.com/dynamics
• The Midsize Business Center
– http://www.microsoft.com/midsizebusiness/default.mspx?Wt_svl=ms
bclnav
• Partner Marketing Center
• Microsoft Worldwide Events (WWE)
– http://www.microsoft.com/events/series/momentum.aspx
• Harvard Business Review
– www.hbr.org
Microsoft Small Business Solution Guide
• Be ready for your next sales call on small and midsize
business customers with the Microsoft Small Business
Guide.
– This two-pocket folder contains 10 brochures that describe
how Microsoft solutions can help your customers run their
businesses better.
– See relevant solutions for 10 activities common to your
small-business customers—including finances and
accounting, desktop productivity, and sales and marketing.
– Just print it and insert your business card and company
description, and you’re ready to go.
• https://partner.microsoft.com/global/40030082
Vertical Marketing
Why?
What’s Better About Vertical Marketing?
• Increase sales velocity
- Gain rapid credibility with business decision makers (BDMs)
- Increase your close ratio
• Shorten the sales cycle
- Quickly uncover key company and vertical market needs that
drive acquisition decisions
- Create a greater sense of urgency with your prospects
• Increase the average price of your solutions
- Identify more areas of latent pain that can be addressed
through your vertical solutions
How Do I Market Vertically?
• Identify your target prospects
• Write your messaging/pain
points
• Get your message out via
industry events, newsletters,
association lists
• Use the PVRC (Partner Vertical
Resource Center) for
messaging
• Use First Research for in-depth
knowledge
• Measure your success
Example
#9: Partner Vertical Resource Center
• For Microsoft Partners who
sell ERP or the CRM
products.
• Great industry or vertical
content !
• Excellent source for
whitepapers, direct mail
templates, e-mail templates,
presentations and more.
https://partner.microsoft.com/40020485?msp_id=vertical
https://partner.microsoft.com/verticalmarketing
Vertical Resources
• First Research
– Provides industry intelligence designed specifically for sales and marketing
professionals.
– Software companies like Microsoft and Microsoft partners use First
Research to help them get up to speed quickly and stay current on an
industry.
• Build credibility
• Speak more strategically with C-level execs and business owners,
• Differentiate yourself from the competition so you can win more business!
• An annual subscription provides unlimited access to Industry
Profiles, Call Prep Sheets, Email Alerts and 50 State Profiles.
(DEMO)
Other Vertical Resources
• Vertical Marketing How To Guide
– https://partner.microsoft.com/40022680
• Microsoft Dynamics public website
– http://www.microsoft.com/dynamics/industry/default.mspx
• Microsoft Industry Solutions
– http://www.microsoft.com/business/industry.mspx
• PartnerSource
– https://mbs.microsoft.com/partnersource/gtm
• Sales Scenarios
– https://partner.microsoft.com/40020496
Sales Scenario Example
One Final Point
• Vertical marketing is not the same as vertical
sales.
• Given a finite set of resources (money & time
being at the top of the list), you can only
market to a certain number of prospects.
• However, you can SELL to whomever you
want!
Before I Wrap…#10
• Campaign Development Funds
– U.S. Gold Certified and Certified Microsoft Partners
with the MBS Competency as of January 1, 2008 are eligible to earn
Campaign Development Funds.
– Campaign Development Funds (CDF) are intended to provide
assistance for marketing activities. Eligible campaign activities include
advertising, direct mail, telemarketing, tradeshows, customer events
and seminars that support the sale of Microsoft Dynamics solutions.
– Enter your FY09 YEAR-LONG plan by October 31, 2008 to avoid
forfeiting your funds.
• https://mbs.microsoft.com/partnersource/communities/mark
eting/news/CDF.htm
Steps to Using Your Funds
Step 1: Register & Accept the terms & conditions for using the
funds.
Step 2: Submit your campaign plan(s) for FY09 (July-June) no
later than October 31, 2008.
Step 3: Submit your reimbursement claims against your FY09
funds no later than June 1, 2009.
www.mscampaignfunds.com
Finding Your Account Balance
• Your account balance is displayed in the
administration tool at
www.mscampaignfunds.com
Other
• Microsoft Incentives
– www.microsoftincentives.com
• Tradeshows – New booths
customized with your logo
and tagline! (RMS graphics
recently added)
– https://www.microsoftpartner
events.com/partners/TradeSh
ow_Booth.aspx
• Business Data
– http://www.manta.com/mb
• Photos
– Microsoft Photo Library
• https://partner.microsoft.com/
US/salesmarketingsection/smg
raphics/giphotolibrary
– Office Online
• http://office.microsoft.com/en
-us/clipart/default.aspx
– iStockPhoto.com
Summary: Next Steps
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Join the Marketing Professional Community (MPC)
Attend the MPC webcast on the 2nd Tuesday of each month
Complete your Marketing Plan
Create an Annual/Quarterly Planning Calendar
Use the Microsoft resources (such as Jump Start webcasts on
www.microsoftpartnerevents.com, or the PVRC resources you can
customize) to accelerate your plan and add to your calendar
• Walk away from today with 3-5 ideas you will implement.
• Network with other marketing professionals at The Partner Event,
learn how they’re facing their own marketing challenges.
If You Need More Help…
• The Partner Marketing Group
– Virtual Marketing Director Program at
www.thepartnermarketinggroup.com
– Other Services
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Marketing Resource Desk
Marketing Collateral Audit
Outsourced Project Management
Newsletter content subscription service (coming soon)
And more.
Free Partner Channel magazine subscription:
http://www.thepartnerchannel.com/register.asp
My Offer to You
• FREE Marketing Audit to the first 10 partners
who sign up via the “Contact Us” page at
http://www.thepartnermarketinggroup.com/
contact.php
• $750 value
• Will review up to 5 pieces of content such as
direct mail, event invitations, company
brochure
Questions?
• Contact your PAM or Dynamics marketing
specialist ($$ in the areas/regions)
• Contact the Partner Resource Desk (PRD) at
[email protected].
• [email protected]
• [email protected]
– 605-574-9432
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