Your marketing strategy brings together all the pieces of your business into one cohesive plan: marketing, distribution, pricing, branding, competitive analysis, and target customer insights. It helps you successfully reach your target customers and show the value your solution brings and what differentiates it from others.
- Get to know MYOB Enterprise solutions way of selling
- Build your network
- Close deals, keep clients happy and promote your success
Create a Go-to-Market and Distribution Model
Your go-to-market strategy is an ongoing process that you continually improve by monitoring its effectiveness and adjusting as needed. This involves:
- Conducting a situational analysis and developing your marketing approach and plan.
- Identifying your target audience and value proposition
- Determining your sales, licensing, pricing
- Determining your distribution models - selling directly to customers and selling indirectly through resellers
- Applying best practices for going to market
Identify your Customer and Have a Strong Value Proposition
Your marketing plan should capture who your target customers are, define your value and clearly articulate your unique differentiators compared to alternate or competitive apps. Within this plan, your value proposition should clearly identify what your solution does that is new or different or a solution to a pain point that your solution addresses. It is therefore important to identify how your solution will change the user's day to day activities.
Prepare for Selling with the Business Partners
Selling with or through a Business Partner requires a substantial investment to ensure that your solution is ready for them to sell. If done correctly, that investment will pay off in increased monetization.
To successfully sell your solution through a partner:
- Identify potential Business Partners with experience in your selected markets.
- Develop and provide proof of concept materials, including customer examples or case studies that demonstrate your solution’s value proposition and what makes it unique in the marketplace.
- Develop sales and marketing collateral to enable other resellers to sell your product.
- Create your pricing and licensing model to align with MYOB Advanced Licensing model.
- Identify Business Partners that align with your geographic and vertical segmentation targets.
- Develop your strategy for technical support. Identify who will provide support, what level of support they will provide, and how you will prepare them to provide the required support.
- Determine how much you can invest in marketing activities and events.
Most events are pay to play and will require investment up front. Determine your ROI potential based on anticipated number of leads from each event. Use social media, such as LinkedIn, for less expensive marketing campaigns.
Build your Demand Generation Plan
Customers have an overwhelming number of solutions to choose from, so how do you make them aware of yours? And once they are aware, how do you communicate the value your solution brings them?
Engaging in external marketing activities can help increase demand for your solution. For example:
- Publish a blog post.
- Run social media campaigns on Facebook, Twitter, YouTube, or other social media platforms
- Sponsor or conduct industry events and trade shows to announce your product offering
- Conduct digital campaigns for targeted Line-Of-Business or vertical markets
- Release press announcements and hold media events to promote your new solution
- Send direct emails to target customers
- Conduct telesales campaigns to generate awareness and demand with your internal resources or experienced telesales vendors
- Run advertising campaigns in trade journals or through digital marketing
- Identify MYOB Advanced Business Partners experienced in your target markets and run joint campaigns with them
Develop Case Studies
Develop your case studies to show the benefits that your solution delivers. These can be placed on your website and also used within your selling cycle as a demonstration or proof point of your satisfied clients.
Our recommendation is to use this structure:
- Introduce the client and what they do as a business
- The Problem – what particular business issue are the trying to solve. What is the impact of this issue on their business
- The Solution – what did they buy and why they chose you over the competition
- The Outcome – what are the benefits that they are now enjoying and include examples – time saved, money saved, quicker to market etc
You can see examples on the MYOB website.