How Hosting, Cloud, Managed, and Colo Service Providers Use Inbound to Differentiate and Grow Revenue Joshua Feinberg Vice President and Co-Founder SP Home Run Inc.

THE GLOBAL EVENT FOR THE CLOUD AND SERVICE PROVIDER ECOSYSTEM No Pitch Presentation Policy Please help us produce more relevant content in the future by rating this session using our event app! Each presenter signs a speaker agreement certifying that their presentation will be educational and not a sales pitch. Attendees have a right to report speakers not adhering to the policy.

THE GLOBAL EVENT FOR THE CLOUD AND SERVICE PROVIDER ECOSYSTEM 70%?

THE GLOBAL EVENT FOR THE CLOUD AND SERVICE PROVIDER ECOSYSTEM Disruption (Massive!) of the Traditional Sales and Marketing Playbook

THE GLOBAL EVENT FOR THE CLOUD AND SERVICE PROVIDER ECOSYSTEM 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Prospects ready to speak with your sales team Marketing Trade shows Print ads Direct mail spam Marketing Trade shows Print ads Direct mail spam Sales Sales needs to get found early as trusted advisors Buyer-centric sales cycle Sales monopoly on info gone Sales Sales needs to get found early as trusted advisors Buyer-centric sales cycle Sales monopoly on info gone Disruption of Traditional Playbook Search Social Mobile Cloud Disruption of Traditional Playbook Search Social Mobile Cloud Sales and marketing alignment is critical Marketing has massive control over sales’ paychecks Personalization is critical Much more consultative Today’s Buyer’s Journey

THE GLOBAL EVENT FOR THE CLOUD AND SERVICE PROVIDER ECOSYSTEM 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Prospects ready to speak with your sales team Marketing Trade shows Print ads Direct mail spam Marketing Trade shows Print ads Direct mail spam Sales Challengers Order takers and explainers gone True consultants dominate sales Sales Challengers Order takers and explainers gone True consultants dominate sales Disruption of Traditional Playbook Search Social Mobile Cloud Disruption of Traditional Playbook Search Social Mobile Cloud Podcasting Video Live Video Personalization Podcasting Video Live Video Personalization Sales and marketing “departments” disappear  revenue team Marketing owns 70% to 90% of revenue generation Thought Leaders Buyer’s Journey Within 3 Years

THE GLOBAL EVENT FOR THE CLOUD AND SERVICE PROVIDER ECOSYSTEM What’s More Important? Public Domain Image Source: Byron Knoll Marketing Sales Growing Revenue (Scalable, Predictable) CEO Buy-In

THE GLOBAL EVENT FOR THE CLOUD AND SERVICE PROVIDER ECOSYSTEM

THE GLOBAL EVENT FOR THE CLOUD AND SERVICE PROVIDER ECOSYSTEM (1) Build an End-to-End Solution That Focuses on SMART Goals

THE GLOBAL EVENT FOR THE CLOUD AND SERVICE PROVIDER ECOSYSTEM

THE GLOBAL EVENT FOR THE CLOUD AND SERVICE PROVIDER ECOSYSTEM (2) Personalize Content to Match Buyer Personas

THE GLOBAL EVENT FOR THE CLOUD AND SERVICE PROVIDER ECOSYSTEM What’s a Buyer Persona? Semi-fictional representation of one of your ideal clients based on real data and some select, educated speculation about demographics, behavior patterns, motivations, and goals If we skip creating buyer personas, what happens?

THE GLOBAL EVENT FOR THE CLOUD AND SERVICE PROVIDER ECOSYSTEM Don’t Be That Service Provider! Participating in blogging, search, social, or without goals and remarkable content doesn’t go over well

THE GLOBAL EVENT FOR THE CLOUD AND SERVICE PROVIDER ECOSYSTEM Why Inbound (vs. Interruption)? Educate and Earn Trust Dominant marketing channels as recently as five years ago Cold calls Rented lists /spam s Pop up ads Direct postal mail Shouting at prospects Buyer preferences today – much more proactive Search engines Social media Mobile devices Paying to block annoyances Educating prospects (Goal: To be world-class)

THE GLOBAL EVENT FOR THE CLOUD AND SERVICE PROVIDER ECOSYSTEM (3) Align Your Sales, Marketing, and Services Teams Around Shared Goals and Buyer Personas

THE GLOBAL EVENT FOR THE CLOUD AND SERVICE PROVIDER ECOSYSTEM Source: dsearls 87% of the words sales and marketing use to talk about each other are negative

THE GLOBAL EVENT FOR THE CLOUD AND SERVICE PROVIDER ECOSYSTEM Work Backwards from Revenue 1.Shared Revenue Goal 2.Client Lifetime Value (LTV) 3.Number of Clients Needed 4.Lead to Client Conversion Rate 5.Sales-Ready Leads Required to Reach Goal

THE GLOBAL EVENT FOR THE CLOUD AND SERVICE PROVIDER ECOSYSTEM (4) Promote Your Content to Get in Front of the Right Eyeballs Content Creation Content Promotion

THE GLOBAL EVENT FOR THE CLOUD AND SERVICE PROVIDER ECOSYSTEM “If a tree falls in a forest and no one is around to hear it, does it make a sound?”

THE GLOBAL EVENT FOR THE CLOUD AND SERVICE PROVIDER ECOSYSTEM Source: Stig Nygaard

THE GLOBAL EVENT FOR THE CLOUD AND SERVICE PROVIDER ECOSYSTEM

THE GLOBAL EVENT FOR THE CLOUD AND SERVICE PROVIDER ECOSYSTEM Why?

THE GLOBAL EVENT FOR THE CLOUD AND SERVICE PROVIDER ECOSYSTEM 70%

THE GLOBAL EVENT FOR THE CLOUD AND SERVICE PROVIDER ECOSYSTEM (5) Arrive Earlier in the Sales Cycle to Establish Trusted Advisor Status

THE GLOBAL EVENT FOR THE CLOUD AND SERVICE PROVIDER ECOSYSTEM 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Prospects ready to speak with your sales team Marketing Trade shows Print ads Direct mail spam Marketing Trade shows Print ads Direct mail spam Sales Sales needs to get found early as trusted advisors Buyer-centric sales cycle Sales monopoly on info gone Sales Sales needs to get found early as trusted advisors Buyer-centric sales cycle Sales monopoly on info gone Disruption of Traditional Playbook Search Social Mobile Cloud Disruption of Traditional Playbook Search Social Mobile Cloud Sales and marketing alignment is critical Marketing has massive control over sales’ paychecks Personalization is critical Much more consultative Today’s Buyer’s Journey

THE GLOBAL EVENT FOR THE CLOUD AND SERVICE PROVIDER ECOSYSTEM Differentiate to Regain Your Pricing Power and Profit Margins

THE GLOBAL EVENT FOR THE CLOUD AND SERVICE PROVIDER ECOSYSTEM Source: Stig Nygaard

THE GLOBAL EVENT FOR THE CLOUD AND SERVICE PROVIDER ECOSYSTEM Source: Stig Nygaard

THE GLOBAL EVENT FOR THE CLOUD AND SERVICE PROVIDER ECOSYSTEM (6) Include a Call to Action (CTA) in Every Piece of Inbound Content

THE GLOBAL EVENT FOR THE CLOUD AND SERVICE PROVIDER ECOSYSTEM Rally Your Troops: Start the Conversation to Knock Down the Silos and Work More Closely (If You Find This Challenging, Get the URL on the Next Slide / Take a Picture)

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How Hosting, Cloud, Managed, and Colo Service Providers Use Inbound to Differentiate and Grow Revenue Joshua Feinberg Vice President and Co-Founder SP Home Run Inc.