TSL Marketing Overview
for IBM MSP’s
© 2015. TSL Marketing. Proprietary and Confidential.
Outline
TSL Overview
What’s New
Service Models
SMART Marketing 2.0
© 2015. TSL Marketing. Proprietary and Confidential.
TSL Overview
Founded in 1999
15+ Years of WW IBM Support
IBM “Approved Vendor”
Full Integrated Marketing Services & Solutions
Integrated & Channel Marketing Experts
Methodology...
Plan
© 2015. TSL Marketing. Proprietary and Confidential.
Develop
Manage
What Makes TSL Unique
Our People
►
►
►
►
Dedicated IBM Center of Excellence (COE)
Over 15+ Years of IBM Experience Serving Technology Companies
Expertise in Hardware, Software, Cloud and Services
Markets & Segments Served – SMB, Mid-Market, Enterprise and Public Sector
Our Process
► Operational Excellence Supported by Well Defined Processes
► Versed in Key IBM Tools and Systems
► Expertise at Running IBM MSP Campaigns
Global in Scope, Local in Focus
► Locations Throughout the World That Understand Local Market Requirements
Single Source Solution
► Full Service Provider of Marketing Solutions to Serve Your Business Needs
SMART Marketing
► Closed-Loop Marketing Methodology and Technology to Manage Leads and
Maximize the Value of Marketing Activities and ROI
© 2015. TSL Marketing. Proprietary and Confidential.
Services and Solutions
Consulting &
Management
Services
• Strategic &
Tactical GTM
Planning
• Sales &
Marketing
Consultations
and Workshops
• Inbound Strategy
& Roadmap
• Media Planning
• Content Strategy
• Lead
Management
• Inquiry
Management
• Sales Inside
Support
• Order
Management
Data Services
Tele Services
• Database
Marketing
• List Build
• List Cleansing
• List Append
• Data Analytics
• CRM Integration
• List Identification
• Innovative list
Partnerships
• Lead Generation
• Appointment
Setting
• Inquiry
Management
• Event Drive
• Telesales
• Inside Sales
Support
• Lead
Progression
• Lead Nurturing
• Profiling
• Surveying
© 2015. TSL Marketing. Proprietary and Confidential.
Integrated
Marketing
• Creative
Services
• Digital Marketing
• Social Media
Marketing
• SEO
• SEM
• Turn-Key
Webinars
• Website
Development
• Branding
• Content Creation
• Marketing
Automation
• Interactive Mail
Channel
Enablement
•
•
•
•
•
•
Profiling
Recruitment
Enablement
Support
Activation
Capacity
Planning
• VLR & Win
Revenue
Tracking
What’s New
© 2015. TSL Marketing. Proprietary and Confidential.
What’s New
SMART 2.0
BP Led SMART
Implementations
Database / CRM
/ Lead
Management
Capabilities
© 2015. TSL Marketing. Proprietary and Confidential.
Click to Close
Methodology ™
Expanded
Tactical Services
for Smaller
Partners
Three Service Models
Consulting,
Planning and
Management
• In person or phone
based planning session
• Custom Marketing Plan
around Partner needs
© 2015. TSL Marketing. Proprietary and Confidential.
Tactical Marketing
Support
SMART / Always-on
Marketing
• Prebuilt Materials and
Programs
• Inbound/Outbound
Program
• Custom Materials and
Programs
• Lead Nurturing and
Progression
Consulting, Planning and
Management
© 2015. TSL Marketing. Proprietary and Confidential.
SMART PLAN EXAMPLE
SMART Marketing Plan for Inbound & Outbound Gold Package
Activities
Responsible Party December
Workshops & Consulting
Consultation 1: Discovery Workshop
TSL
Consultation 2: Define Personas, Workflows, etc. TSL
Consultation: QA/Support
TSL
Quarterly Business Reviews
TSL/Client
Foundation
SMART Marketing Platforms (MAP & CRM)
TSL
Website Development
TSL
Site Page Development & Optimization
TSL
Data Append, Cleanse, Acquisition & Management TSL
Content Creation
Content Repository
TSL
Collateral
TSL
Infographics
TSL
Case Studies/Reference Stories
TSL
Videos (Whiteboard/Graphical)
TSL
White Papers
TSL
Ebooks
TSL
Campaigns
Campaign Management
TSL/Client
Top of Funnel
TSL
Middle Funnel
TSL
Bottom Funnel
TSL
Interactive - Inbound & Outbound
Emails
TSL
Workflows
TSL
Landing/Registration Pages
TSL
Blog Development
TSL
Blog Management
TSL
Audience Augmentation
TSL
LinkedIn Sponsored Advertising
TSL
Events
Client
Lead Generation - Outbound
Business Development Team
TSL
Lead Progression
Lead to Win Team
TSL
Program & Pipeline Management
2015.and/or
TSL PMC
Marketing. Proprietary
Program ©
Manager
TSL and Confidential.
January
February
December 1, 2014 - December 31, 2015
March
April
May
June
July
August
September
October
November
December
Tactical Marketing
Support
© 2015. TSL Marketing. Proprietary and Confidential.
eBook Example
© 2015. TSL Marketing. Proprietary and Confidential.
Website Example
© 2015. TSL Marketing. Proprietary and Confidential.
Infographic Example
© 2015. TSL Marketing. Proprietary and Confidential.
SMART Marketing 2.0
© 2015. TSL Marketing. Proprietary and Confidential.
TSL SMART Marketing™
Methodology
© 2015. TSL Marketing. Proprietary and Confidential.
DEMAND LIFECYCLE MANAGEMENT
Suspects (Qualified & Accurate Data from Sources)
TSL’s Database Management Team
Prospects (Target Audience)
TSL’s Database Management Team
Responders (Nurture, Identifying)
TSL’s Interactive & Creative Team
Qualified Leads (MQL,
Validating)
TSL’s Business Development Team
Opp’s (SAL,
Qualifying)
TSL’s Lead Progression
Team
Proposals
(SQL)
Client
© 2015. TSL Marketing. Proprietary and Confidential.
SMART Inbound
SMART Inbound
with Progression
SMART
(Inbound/Outbound)
Marketing Consultation &
Workshop



Marketing Plan
Data Acquisition

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List for Ideal Target
Audience
MAP Set Up, Persona Creation
& Workflow



Foundation
Content Repository & Social Set
Up



Foundation
Website Development or
Refresh with SEO



SEO/Inbound Search/Web
Traffic
Content Development or
Repurpose



Leverage Content for
Inbound Demand
Email/Landing Page/Blogging



Web Traffic vs Baseline,
Top Funnel Leads,
Responders

Middle Funnel Leads

Bottom Funnel Leads, SQLs
Outbound Calling

Progression Services (1 to 1
Activities)
Results
Top Funnel Leads,
Inquiries
Top & Middle Funnel
Leads, Progression
Full Funnel Creation
and SQL Guarantees
Who this is for:
Customers with
inside sales teams
that want to build
Top Funnel demand
Customers with new
business oriented
sales teams
Customers who want
someone to create a full
funnel and manage the
demand lifecycle
© 2015. TSL Marketing. Proprietary and Confidential.
Measurement of
Success
SMART INBOUND & OUTBOUND RESULTS
SMART Silver Inbound &
Outbound
SMART Gold Inbound &
Outbound
SMART Platinum Inbound &
Outbound
5,000 Prospects
(Target Audience)
7,500 Prospects
(Target Audience)
10,000 Prospects
(Target Audience)
3,000 Web Visits per
Month by EOY
4,250 Web Visits per
Month by EOY
6,000 Web Visits per
Month by EOY
560 Responders
(Nurture,
Identifying)
760 Responders
(Nurture,
Identifying)
970 Responders
(Nurture,
Identifying)
Insights on Interest &
Needs
Insights on Interest &
Needs
Insights on Interest &
Needs
90 Qualified
Leads (MQL)
TSL’s Business
Development
Team
105 Qualified
Leads (MQL)
TSL’s Business
Development
Team
162 Qualified
Leads (MQL)
TSL’s Business
Development
Team
80 Opp’s
(SQL)
TSL Lead
Progressio
n
94 Opp’s
(SQL)
TSL Lead
Progressio
n
144Opp’s
(SQL)
TSL Lead
Progressi
on
Wins
Wins
Wins
© 2015. TSL Marketing. Proprietary and Confidential.
Your SMART Team
Your
Company
TSL Account
Executive
Inbound
Inbound
Manager
TSL Executive
Leader
Outbound
Foundation
Inbound
Director
Digital Manager
Biz Dev
Director
Data Manager
Social Manager
SEO Manager
Biz Dev
Manager
Data
Specialists
Biz Dev
Specialists
Progression
Specialists
© 2015. TSL Marketing. Proprietary and Confidential.
Interactive
Manager
Creative
Manager
Graphic
Designer
Copywriter
SMART Results (Salesforce)
Pipeline Reporting
© 2015. TSL Marketing. Proprietary and Confidential.
Closed Won Business
SMART Results (Inbound)
© 2015. TSL Marketing. Proprietary and Confidential.
Thank you!
Brian Shilling | TSL Marketing
VP of Sales and Client Strategy
8840 Stanford Blvd | Suite 3700 | Columbia,
MD 21045
P: 443-992-3847
Email: bshilling@tslmarketing.com
Web: www.tslmarketing.com
© 2015. TSL Marketing. Proprietary and Confidential.