After spending time this morning thinking about the marketing plans, I realize that certain companies will be briefer in my recommendations than others. For example, the company I am doing today is Telligent Software, a complete suite of services aimed at building online communities. As I thought about developing a marketing plan, I realized that one morning is not enough to build a plan that has actionable recommendations. Instead, I thought it would be more interesting to focus on a marketing idea that could help grow its revenue. If you think this is a good idea, I will continue it tomorrow. If you think I should develop marketing plans, I would probably want to spend a week for each company. Here is the first Marketing Brief, pro bono of course.
B2B
Products:
Community Server: The proven social software solution of choice. At a time when digital marketing and enterprise 2.0 are key, Community Server helps you apply the value of social computing to your business.
Community Server Evolution: A proven software solution that accelerates user
collaboration and information efficiency. Evolution empowers your intranet users to generate
content, share knowledge and resurface valuable communication in real time, across boundaries.
Harvest Reporting Server: A powerful analytics and business intelligence tool that enables interactive, Web-based reporting for your social network data.
Graffiti CMS: A simple content management solution that allows you to quickly publish and maintain dynamic content Web sites with little or no knowledge of Web programming. Its content publishing made so simple, you’ll fall in love at first site!
BlogMailr: Allows you to publish to your blog from any source that can send an email—your PC, Mac, Phone, PDA . . . you choose.
Clients:
Issue:
“Double our business in 12 months.” – Mike Johnson (ex-colleague at EA SPORTS).
While it would be commendable if I were able to develop a plan that doubles the business in one year, I don’t think it’s possible with the little information I have. What I do have though is an idea that will strengthen the partnership Telligent has with its existing clients as well as offer a different way to develop new clients.
Marketing Idea:
The Telligent Business Community
Mission: Build a business network that features the services Telligent offers
Target Audience: Telligent’s existing clients and potential clients
Goals: Increase Revenue per Customer; Attract new clients
The Network: Initially, the network would be built to serve the existing client base. Focused on an easier way to service its customers, the network would give the clients a strong voice to the entire company, not just its Client Services Manager (or whatever Telligent calls them). This would allow for better communication about how Telligent’s services could be enhanced, which services are more useful for different companies but most importantly, why. This network would allow for Telligent customers to communicate with each other to better figure out which additional Telligent services should be purchased. The Network would also serve as an additional sales tool. The sales staff would be able to sign up potential clients and truly show them how the Telligent system works. Aside from a stronger way to qualify its leads, allowing potential clients to communicate directly with existing clients will benefit Telligent, assuming Telligent has great relationships with its clients.
Return-on-Investment: Considering Telligent builds these networks for its clients, I can’t imagine it costing much to build. The potential revenue brought in from existing clients in addition to the possible revenue brought in from new clients will certainly make this investment worth it.
While I do not believe this network will double its business in one year, I do believe building a strong client community will grow the business. Thoughts?
