Slide 3:Presented by Ellen MillerPresident, Insider Marketing, Inc.


Defining the Middle :Defining the Middle


Agenda :Agenda Defining the middle What makes the M in the SMB so great? Why has success in reaching M been so elusive? PinPoint marketing Engaging the middle


Defining the Middle :Defining the Middle Middle 100-999 employees Small Business 1500 employees


Defining the Middle :Defining the Middle middle: n. a point or part halfway between extremes


What Makes the M in SMB So Great? :What Makes the M in SMB So Great?


What Makes the M in SMB So Great? :What Makes the M in SMB So Great? Large corporations are saturated with technology products Large corporations are distracted by accounting concerns and financial scandals Large corporations need better integration of what they already have Large corporations need applications that are easier for employees to access and use


What Makes the M in SMB So Great? :What Makes the M in SMB So Great?


What Makes the M in SMB So Great? :What Makes the M in SMB So Great? Small businesses’ IT purchases are only expected to increase in the single digits Small businesses have a reduced propensity to increase and absorb new technology Small businesses are expensive to reach and have little money to spend = low ROI


What Makes the M in SMB So Great? :What Makes the M in SMB So Great? But the mid-size market is positioned for growth 39% of IT executives in midsize companies plan to increase their IT budgets over the next 12 months Product decisions are made faster in mid-size companies, as integration issues are less complicated


Why Has Success Been So Elusive? :Why Has Success Been So Elusive? Vendors treat the SMB market as a homogeneous group Vendors typically use generic messages for all target customers in the SMB market Vendors seldom deploy a targeted plan, often opting for the shotgun approach


The Answer :The Answer PinPoint Marketing:


PinPoint Marketing :PinPoint Marketing Profile your key target audience within the mid-size space Identify characteristics of your current installed base or customers of competing or compatible products Determine how these companies gain information on products Define the target market where they belong and how they source products


PinPoint Marketing :PinPoint Marketing Define the target market and prioritize Vertical Partner strength Sales team strength Revenue opportunity Board trumps


PinPoint Marketing :PinPoint Marketing Customize your message Tailor message to appeal to their pain points and vernacular Develop customized value propositions based on size/revenue, regional differences, vertical markets, and specific benefits Articulate customized product positioning statements Educate and equip sales force and channel to consistently deliver the right sales presentation


PinPoint Marketing :PinPoint Marketing Profile your key target audience within the mid-size space Define the target market and prioritize Customize your message


PinPoint Marketing :PinPoint Marketing How to reach the middle…. Mid-size SMB VARs Direct Marketers Web Site Small Enterprise


PinPoint Marketing :PinPoint Marketing Marketing through partners Newsletters/columns Online Webcast Vertical HTML e-mails Cross-marketing with other products Vertical trade sponsorships Web site Marketing direct Online Webcast Vertical HTML e-mails Detailed training programs Leverage product registration Vertical trade associations Web site


Customized Messaging :Customized Messaging Customized Target market End user Benefit Inexpensive Fast


Engaging the Middle :Engaging the Middle Solution selling Identify collaborators Identify VADs


Engaging the Middle :Engaging the Middle Leverage your partners Develop a Partner Portal Improve training programs Maintain vendor certification programs Provide marketing tools that can be customized Build relationships with key VADs Fully utilize distributor services


Engaging the Middle :Engaging the Middle Alternative pricing and distribution models Develop a killer Web site — offer downloads Offer subscription licensing Consider the SaS or ASP model Sell maintenance and services as monthly annuities Be patient: requires time to build revenue model


Engaging the Middle :Engaging the Middle Profile your target audience Define the target market and prioritize Build your mid-size marketing tool kit Customize your message Optimize and solution sell Leverage your partners Consider alternative models


Oreo® fact:Over 11 billion Oreo cookies are consumed each year. In order to keep up with this demand, the recipe calls for 22 million pounds of cocoa and 64.1 million pounds of crème filling :Oreo® fact:Over 11 billion Oreo cookies are consumed each year. In order to keep up with this demand, the recipe calls for 22 million pounds of cocoa and 64.1 million pounds of crème filling


Slide 29:www.insidermarketing.com972-772-4350 © 2003 insider marketing, inc.