A multidimensional marketing communications plan is a necessity in 2012 for enterprise IT ISVs that operate above the radar. This MARCOM plan should include:
- Paid Online Advertising
- Search Engine Optimization
- Social Media
- Print Promotion
- Industry Visibility at Trade Shows, Conferences, etc
in order to deliver optimum results. It is no longer possible to rely on simply one of these strategies to obtain satisfactory results.
It is not necessary to allocate matching resources to each of these 6 facets of a multidimensional marketing communications campaign. We think that it pays to concentrate on Search Engine Optimization (SEO) as a method of driving most of the inquiries required to fuel sales lead generation programs. The SEO obstacle is failing to optimize for the most useful keywords. Therefore, careful attention must be paid to targeting the most useful set of keywords possible for an enteprise IT software product/service/integrated solution. We have first hand experience delivering positive results in this area. Please contact us at +1 631-673-2929 to learn more.
Enterprise IT ISVs should look to paid online advertising as a preferred method to:
- accelerate the process of driving truly useful inbound engagement from prospects and, further along
- reinforce brand awareness, once SEO efforts are working correctly, by targeting broad keywords
Social Media marketing should be used to alleviate support demands for products, to stimulate customer community building, and to assemble a strong set of positive ratings for products. Most of this work will need to be accomplished through human effort (typically via a staff member who acts in the capacity of “community manager”), though it is possible to obtain decent results through outsourcing these activities to third parties.
Teleprospecting is, once again, very much a human activity. Care needs to be exercised to select agents who will deliver positive results given the technical nature of enterprise IT software products, and the demographics of prospects. A teleprospecting obstacle is making the mistake of losing sight of “C” level contacts and focusing, excessively, on technical personnel. The best agents are comfortable discussing technical features, trends and objectives, but also understand the business case rationale for product purchases as well as most of the most common implementation imperatives.
With regard to print media, it is important to understand that it still makes sense to support periodic direct mail campaigns, though the frequency may be as seldom as an annual mailing. Targeting these mailings to “C” level prospects makes sense. Even if the mailing is simply a postcard care needs to be taken to ensure that the layout of the material is professional and that it conforms to current themes.
Finally, with regards to attendance at industry events, we are strong believers in either attending conferences or presenting at conferences at a primary method of utilizing this strategy. We are not keen on simply exhibiting at the exhibition hall that usually accompanies these events. We think that truly useful prospect engagement still arises around industry issues, concepts, etc. Therefore, if executive management includes individuals capable of making an attractive public presentation, MARCOM should spend time unearthing opportunities for these individuals at coming industry events.
IMB Enterprises, Inc. is familiar with each of these 6 strategies. We welcome opportunities to discuss plans and objectives with enterprise IT ISVs. Please call Ira Michael Blonder at +1 631-673-2929 to further a discussion. You may also email Ira at firstname.lastname@example.org.
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