B2B Segmentation Strategies and Procedures Vicki Morris, VP Marketing NorthStar Systems International, Inc. Monday, February 25, 2008

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About NorthStar (in 2006)


Emerging wealth management software provider




Some early adopter clients




1 marketing consultant




Limited awareness




www.northstar.com

Early Adopter Clients

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Strategy: Software Marketing Current Sales Contacts Mktg

New DB Targets

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Segment by Title (Based on Early Client Success)  Use Hi-Tech eMarketing to keep costs down  Use Hi-Touch Tele-Networking to build relationships 3

Results: Software Campaign #1 Hi-Tech Strategy Component: eNewsletter       

893 Initial Contacts from Sales/Recipients 34% Open Rate vs. 26-29% Average in Financial Services 31% Click-through Rate 12 New Subscriber Requests 2 Forwards 2 Opt-Outs, 0 Spam Cost: $5k

Hi-Touch Strategy Component: Tele-Networking   More data on this topic available from::

 

Followed up on eNewsletter subscribers Established 129 New Contacts 11 Leads Generated (with Meetings and Dossiers) Cost: $12k

Takeaway: Great way to jump start a vendor in a new, relationship-oriented market 4

Assessment & Planning for Campaign #2    

New, Emerging Market Buyer Has Pain Point(s) No Currently Budgeted Initiatives We Get Meetings, But No Projects

Strategy?

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Strategy: Solution Marketing Current Sales Contacts Mktg

New DB Targets

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Segmentation based on Title & Pain Point 6

Solution Selection Process Criteria •Acute pain point

1.

Compliance

•Pain in key target segments that are a match for us

2.

Client acquisition

3.

Product Catalog

•We can solve pain point better than alternatives

4.

Client Reporting

5.

Product promotion

•Have experience solving (with referenceable client)

6.

Performance reporting

7.

Retirement planning

•Short sales cycle (< 6 mos.)

8.

Practice management

9.

Client Web

•Budgeted project More data on this topic available from::

Solution Options

Limited integration & quick deployment •Buyers/titles we can reach

10. Better prospecting 11. Better analytics 12. Client on-boarding & account opening 13. Globalization Selected Solutions Are in Blue

© 2008 MarketingSherpa Inc. This presentation is not for distribution. Thank you.

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Results: Solution Campaign #2 Hi-Tech Strategy Components: eMultiples with Consulting Partner         

2934 Contacts vs. 893 for prior campaign eMultiples: eNewsletter, eCard, eVite/Webinar, ePR, eAd 34% Open Rate, 12 New Subscribers & Forwards 31 Opt-Outs, 0 Spam 27 Webinar Attendees 36 PR Portal Postings eAd in 2 key publications (13k readers) 12 Leads Cost: $8k + $17k from Partner

Hi-Touch Strategy Component: Tele-Networking & Analyst Relations  More data on this topic available from::

  

Market Validation/Gatekeeper Identified: VP Wealth Mgmt 10 Leads Generated (with Meetings and Dossiers), 1 lead in contract 1 Analyst Report with Industry First Position Cost: $10k

Takeaway: Doubled leads & awareness © 2008 MarketingSherpa Inc. This presentation is not for distribution. Thank you.

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Assessment & Planning for Campaign #3    

Compliance Budgets Not What Thought Different Types of Compliance: Front Office vs. Risk/Back Office Front Office Compliance as Pain Point, Just Not Urgent One for Most Firms All Wealth Management Firms Don’t Have the Same Pain Points

Strategy? More data on this topic available from::

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Strategy: Segment Marketing Current Sales Contacts Mktg

New DB Targets

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Segmentation based on Title, Pain Point and Firm/Industry Segment Type 10

Segment Marketing

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Target Segment/ Firm Type Private Banks and Broker-Dealers

Value Proposition

Asset Managers

CHANNEL SALES: Drive Asset Growth via Channel Note: Prefers on-demand solution

Multi-Family Offices

PROFITABILITY: Generate Profitable Growth by Growing Share of Wallet

REVENUE: Increase Assets Under Mgmt (AUM) per Advisor

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Client Acquisition Banking eCard

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Results: Client Acquisition Campaign #3 Hi-Tech Strategy Components: eMultiples to Target Segments        

4470 Contacts vs. 2934 for prior campaign eMultiples: eNewsletter, 3 eCards w/ case studies, white paper, datasheet 3 Target Segments with Different ROI/Value Propositions 34% Open Rate, 20 New Subscribers & Forwards 55 Opt-Outs, 0 Spam 45 PR Portal Postings, 90% SEO Visibility Ratings 60 Leads, 1 Lead in Contract Cost: $15k

Hi-Touch Strategy Component: Tele-Networking & Analyst Relations  More data on this topic available from::

  

46 Leads Generated via In-House Sales Team (armed with target list and targeted e-mails to follow up on eCards), 1 Lead in Contract 4 Analyst Briefings; Analyst Quote in Solution Press Release 3 Positive Articles in Key Publications Cost: $13k

Takeaway: Best way to generate leads & awareness 13

B2B Segmentation Strategies Work

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Software Marketing with Title Segmentation: Great awareness, limited leads



Solution Marketing with Title & Pain Point Segmentation: Double the leads



Segment Marketing with Title, Pain Point & Industry Segmentation: Quadruple the leads



B2B Segmentation Strategies helps you generate results like firms that are 2-4x larger.

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About NorthStar (2008)

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Leading provider of wealth management software




NorthStar used by 5 of the top 10 U.S. wealth managers (Barron’s)




Recognized by top analysts




Won awards (Red Herring, Software 500)




Brand awareness with 5200 prospects




3800 returning website visitors/month




Bi-Monthly eMarketing and PR efforts




Launched industry trends survey




www.northstar.com

Sample Clients

U.S.TRUST

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Appendix  

Recommended Resources Best Practices

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Recommended Resources Best Agency (PR, Creative & eMktg)

Fast Lane ([email protected])

Best Product Marketing Consultant

[email protected]

Best Case Study Consultant

[email protected]

Best Powerpoint Consultant

[email protected]

Best Flash Consultant

[email protected]

Best HTML eNewsletter Producer

[email protected]

Best Competitive Research Papers

[email protected]

Best SEO Consultant

[email protected]

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Best Practice #1: Take Time to Do Market Analysis Required Analysis 1. Opportunity

Where are the prospects located? How many are there? Where do I find them?

2. Competition

Who am I likely to be up against? What are the odds of winning? How do I counter their claims?

3. Target Audience

Who do I approach? Who calls the shots?

4. Sales

Will Sales qualify deals? Do they need training?

4. Partners

Who leads this deal? What’s in it for partners?

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Doing the hard work up front pays off 18

Best Practice #2: Establish the Right Structure Campaign Structure 1. Value Proposition

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Addressing an important business issue with a viable offer that represents a unique advantage to your company with credible evidence to support these claims

2. Concrete & Compelling Offer

Specific, customer-actionable deal

3. Call to Action

Explicit direction to client (e.g., free whitepaper, free trial) and explicit direction to Sales (e.g., commission)

Determining structure and content is key to success 19

Best Practice #3: End-to-End Marketing Campaign Design Awareness

Interest

Desire

Action

Killer Content

Why?

What?

How?

When?

Partner team enablement

Partner joint marketing

Opportunity mapping

Mapping back to partner plans

Sales enablement

Demand creation via website, online ads, e-mail & PR

Customer Meeting

Demos Workshop

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Trials POC Pilot

Helping prospects move through the cycle is imperative 20

End-to-End Marketing Campaign Cycle (mapped to selling cycle) End-to-end Marketing Campaign Manager: Campaign Design, project mgmt, execution mgmt, results/metrics reporting Target Customer

Story & Strategy

Target Segments Target Titles Target Regions GTM Partners

Awareness Consideration Preference

Action/Trial

PR Feature Story Newsletter

Case Study

Ad

Data sheet

E-Mktg Letter

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White paper

Offer

Demo

Trial

Metrics/Results Sales Readiness Sales Value Proposition

Elevator Pitch Presentation

Sales Tools

Client Offer

Qualification 21

Credits/Thank You Vicki Morris, NorthStar [email protected] 415-344-6117

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