Marketing campaign cost

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Information about Marketing campaign cost
Business & Mgmt

Published on February 23, 2014

Author: isvworld

Source: slideshare.net

Description

This slideshare explains how to calculate the cost of a marketing campaign to software vendors using ISVWorld.

Cost of a Marketing & Sales campaign to Software vendors (ISVs) Using ISVWorld and Zoominfo The software industry database: No one covers software like we do Questions? sales@isvworld.com (ISVWorld) Know your targets  Better marketing  More Sales

page 2 In this presentation • Concept summary: How ISVWorld helps marketing to ISVs • McKinsey research on Big Data in Marketing supports our view • Why this concept? - fixing a Marketing and Sales disconnect • Sample Cost Calculation: • • • • Build your Target list Select the number of Companies to address Calculate the estimated Cost per Company for your Campaign Calculate the estimated Cost per Company & Contact for your campaign (w/ Zoominfo) • About ISVWorld • Further info and contacts Better Marketing to ISVs

page 3 Successful Marketing Campaigns today use segmentation as in approach #2 Selection: 1 Selection: Message: “We help healthcare software vendors” Message: We have helped many large Software vendors in the US making their next steps in the transition to the cloud Message: We have helped many small and medium Software vendors in the US making their next steps in the transition to the cloud Message: We have helped many large Software vendors in the US making their first steps moving into the cloud Message: We have helped many small and medium Software vendors in the US making their first steps moving into the cloud 2 Selection: Better marketing to ISVs

page 4 An approach in line with recent Big Data research by McKinsey * “Why marketers should stop worrying and learn to love data” “Successful marketers have figured out how to use data to squeeze billions more from marketing and help their companies grow”  288% increase in product profits reported  25% increase in ROI of marketing dollars * Source: McKinsey Global CMO Forum, http://www.slideshare.net/McK_CMSOForum/big-dataand-big-profits

page 5 Why ? Explore the difference between “1” and “2” Selection: Message: “We help healthcare software vendors” 1 Too generic Selection: Message: We have helped many large Software vendors in the US making their next steps in the transition to the cloud 2 Meets target company profile  better response Better marketing to ISVs Even this granularity is hard to achieve: • No datasets available that show software vendors in healthcare only • Most databases show NAICS/SIC code for software publishers, but no segment focus and no split for headquarters from other addresses ISVWorld gives granularity, for example • Software vendors headquartered in US • Active in Healthcare • Between 100M and 500M in revenue • With cloud based products already

page 6 Market Segmentation is disconnected from Sales Leads Sales 1 4 2 3 1 Marketing: Marketsegmentation ?4 2 3 Companies A CMO can define a market segmentation, but where and how should Sales find the companies to target?? ISVWorld - largest Software Industry database ...globally.

page 7 Current Sales or Marketing approaches do not fix that Sales Cost/lead 1 4 2 3 1 CMO: Marketsegmentation ?4 2 3 Companies # unqualified leads 1. 2. Sales cold-calling and broad marketing campaigns are too generic to have good results and will not have messaging that resonates enough Most existing datasets will only allow filtering on “Software publishers operating in the US”…. but even “Headquartered in US AND active in Healthcare” is not good enough ISVWorld - largest Software Industry database ...globally.

page 8 ISVWorld connects Marketing to Sales by converting segments into leads Sales Cost/lead 1 4 2 3 CMO: Marketsegmentation # unqualified leads ISVWorld gives the segmentation granularity and the company names that meet your market segmentation and should become Sales targets ISVWorld - largest Software Industry database ...globally.

page 9 Company leads can be enriched with contacts and uploaded into CRM Sales Cost/lead 1 4 2 3 CMO: Marketsegmentation # unqualified leads Enrich: Vision: Every single user of a sales or marketing software product uses data from our platform – Any industry, Any software product, Anywhere. Whether Salesforce, Microsoft Dynamics CRM, Marketo or LinkedIn, we want them to use data from our platform ISVWorld - largest Software Industry database ...globally.

page 10 HowTo -1: Use ISVWorld market analysis to identify key segments of interest • Analyze and select market segments by understanding a/o: • How many ISVs are in that segment? • How many have (and do not have) cloud based products • What domains, verticals etc do they focus on? • How many have a size that is of interest to you .. Etc etc Example: 1 Make your selection (here 3121 vendors found) Better Marketing to ISVs 2 How many have cloud products already? (here: 47% or 1467 vendors ) 3 Enough vendors with right size? (1200 vendors between 5M and 500M$ )

page 11 at any point, translate your market analysis into a target list • While analyzing a segment you can switch back and forth between statistics and actual companies in your current result set • Once you’re satisfied, save your search or download data into your CRM to start your campaign. Better Marketing to ISVs 4

page 12 Cost for downloading Company-data only Company information can be downloaded as part of 2 subscriptions: • A Gold subscription at €4788/year: • Includes full and unlimited access to 3 named users • • • Allows for 12 campaigns per year (1 per month) of up to 100 records each Hence cost per record = €3.99 (€4788 / 1200 records) A Platinum subscription at €6948/year: • Includes full and unlimited access to 5 named users • Allows for 12 campaigns per year (1 per month) of up to 250 records each Or • • Allows for 4 campaigns per year (1 per quarter) of up to 750 records each Hence cost per record = €2.31 (€6948 / 3000 records) Better marketing to ISVs

page 13 Cost for downloading Company-data enriched with Contact data Enrich company data with contact details (Zoominfo): • Automated interface enriches company data with focused contact data • Fixed cost of €99.00 per extraction (campaign) enriched with contact data • And €0.50 per contact-detail record added to company records Gold Plan (€4788) Platinum Plan (€6948) Platinum Plan (€6948) # Companies to Download 100 250 750 # Contacts per Company (Example) 3 3 3 Cost per Individual Contact €2.16 €1.40 €1.31 Cost per Company incl. 3 Contacts €6.48 €4.21 €3.94 Total All-in Cost per Campaign €648.00 €1053.00 €2961.00 Example Campaign Cost Notes: • Estimated timing: Q2 - 2014 • Zoominfo enrichment independent of ISVWorld is possible, but minimum cost is ~ €1500 per campaign Better marketing to ISVs

page 14 Highly recommended training material to get started • Watch an 8-minute introduction presentation and demo on slideshare • http://www.slideshare.net/isvworld/introtraining-april2013 • Understanding the power of the market statistics module through some samples • http://www.slideshare.net/isvworld/benchmarking-saas-financials-andratios • 1 minute overview video of ISVWorld features • http://youtube.googleapis.com/v/Pbq_XnsfNwU • 5 tips to optimize the quality of your search results (HD1080 recommended) • http://youtube.googleapis.com/v/89gFj5vxQZo Better Marketing to ISVs

page 15 About ISVWorld, a “Big Data / Data-as-a-Service” company • Largest software industry database, covering over 100K software companies & over 75 countries Automated data collection and – classification finds information from 100- 500 sources per ISV through free & focused crawl and other language technologies; Quotes: • Data is searchable on • Application type, Industry, Technology • Size, Location (Sales/HQ) • SAAS/Cloud and other “Technology Ecosystems” • and much more Customers today a/o: • Corporate M&A, VC, Private Equity • CIO’s, IT Architects, IT-consultants • Hosting and outsourcing companies • ISVs • Market researchers • Corporate Finance While we still regret you do not do emailaddresses, your market insights and intelligence are unique (Large ISV) • “.. Statistics to salivate…” (Large ISV) • • “ISVWorld is almost never the end, but always the start” (Industry analyst Firm) • • • Remember: • all our data are computergenerated not edited or curated • ISVWorld is a market research and market intelligence tool • Our objective is to cover all companies with software products (ISVWorld :-)

page 16 Contact information and questions • More questions ?? Please check: • • • • • • ISVWorld knowledgebase: ISVWorld website: ISVWorld on youtube ISVWorld on slideshare ISVWorld support ISVWorld sales Better Marketing to ISVs http://kb.isvworld.com www.isvworld.com www.youtube.com/isvworld www.slideshare.net/isvworld support@isvworld.com sales@isvworld.com

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