During the course of my summer internship, my fellow intern and I conducted secondary research on Marketing Best Practices for multiple forms of Marketing including: SEO, LinkedIn, Blogs, Surveys, etc. In addition, we concluded the primary data we collected through surveys and included additional material gained over the course of the internship

1. Final Presentation
Gabrielle Bicknell & Nicole Hannaway
1

2. Intro
2

3. Marketing Interns (CRM & Infrastructure)
Lisa - Marketing Advisor
Working directly with Sales
Our Role and Advisors
3

4. To better understand clients needs, how and where we can find them and how we have been doing at reaching
them compared to competitors.
Objective
Resource Guide Page 4 4

5. Initial Viewpoints
Internal Marketing External Marketing
● Sharepoint
● Dell Marketing Assets
● Microsoft Dynamics Assets
● Excel Ranking Spreadsheet
● Website
● Twitter
● LinkedIn
● Google+
● YouTube
● Blogs
5

6. Internal Resources
6
Microsoft Dynamics Portal - Case studies DELL Portal - PowerEdge statistics

7. Third-Party Marketing Assets
Resource Guide Page 25 7

8. External Resources
misspelling
8
Website
Blog YouTube
LinkedIn Twitter

9. SWOT Analysis
Resource Guide Page 5
9

10. Challenge
Didn’t have clear knowledge of buyer:
Action
Sent out surveys to address motives, needs, wants
Surveys
Resource Guide Page 6, 7, 39-61
10
Sent
CRM prospective 1090
CRM current 32
CRM lost 11
Sent
Infrastructure
prospective
837
Infrastructure current 45
Infrastructure lost 26

11. Surveys
Prospective
Infrastructure Client
Survey
● Marketing
Questions
● Mike’s Questions
● Product
Questions
Resource Guide Pages 39-44 11

12. Survey Statistics
● Prospective CRM client
survey statistics
● Average Stats:
○ 32.3% open*
○ 6.3% click*
● Can’t boost stats by:
○ following email
marketing
recommendations
Resource Guide Pages 44-47 12
*Denotes credited source

13. CRM purchases happen in Q2
Infrastructure purchases happen in Q1 or Q4
Clients became aware of Affiliated through events
Best method of communication is email
Event notifications and Webinars most valuable to their
roles and businesses
Key Findings
13

14. Recommendations
10 questions or less*
Add incentives (Gift cards)*
Increases response rate by 10%*
Narrow question focus
Balance questions between industry specific and
Affiliated marketing
Follow up with respondents*
No $ sign in subject header*
Survey
Resource Guide Page 7 14
*Denotes credited source

15. Challenge
Inconsistent online presence
Action
Deleted Twitter
Regular communication with Bill and Jennifer
Social Media
Resource Guide Page 8
15

16. Recommendations
When B2B marketers invest in social media - it increases your brand
exposure by 83%.*
Posting interactive social media Tues-Thurs from noon-5pm*
Participating in Group Discussions on LinkedIn once a month
This could potentially gain new clients, website visits, and
exposure to Affiliated
Actively share updates to VMware or Microsoft Dynamics CRM
Have current employees share Affiliated updates to gain more
exposure
Social Media
Resource Guide Page 9
16*Denotes credited source

17. Activity Calendar
Resource Guide Pages 26-38 17

18. Challenge
Few to none for Affiliated
Action
Researched how to’s and statistics
Flyers
18Resource Guide Pages 10-11

19. Recommendations
● Keep in mind ROI is 2.5%*
● Handout a flyer take away of Affiliated when you host events or a
virtual flyer when you have a webinar.
○ Include key takeaways, have the Affiliated logo and company
information
○ Use for Sales appointments
● Should be more image based*
○ Use infographics*
Flyers
Resource Guide Page 11
19
*Denotes credited source

20. Challenge
Low on Social Media Platforms according to Bill Kamper
No website clicks from Microsoft PinPoint
Action
Talked to Jennifer about ways to improve links to our
page from Microsoft PinPoint
Top views for the website are for the home page, case
studies, and job search.
SEO - Search Engine Optimization
Resource Guide Page 12
20
is the process of affecting the visibility of a website or a web page in a search engine's unpaid results - often
referred to as "natural," "organic," or "earned" results.

21. Recommendation
Have more posting on LinkedIn or using Whitepapers and having our employees share
that to build more awareness.
Look at our “organic search” for the website. A big concern is there is no pins from
Microsoft Pinpoint.
Start to look for other directories where Affiliated could work with and be on.
Adding the mail merge button in (that is a landing page)
6 clicks then you lose someone*
Quarterly meetings to review Google Analytics and the website click rates and
frequency. Include Bill Kamper in the meeting to walk you through the analytics to
compare from previous quarters and months.
SEO
Resource Guide Page 12
21

22. Challenge
Lack of posts (6 Infrastructure posts, 3 new posts from
Mike)
CRM blog link is broken
Infrequency
Action
Researched best practices
Blogs
Resource Guide Pages 13-14
22

23. Recommendations
Be aware of the status of the links on site
Post once a month on a Thursday.*
Post relevant and current updates with Affiliated, Case Studies, and Dell and Microsoft
content.
Take the Case Studies and create them into blogs. Focus on how we solved
the problem.
Use business friendly terminology, not just technical.
Create a story around a pain point for the client. We want potential clients to
read it and be like “Yes that’s what I am trying to solve.”
Blogs
Resource Guide Pages 13-14 23

24. Challenge
Take a lot of time and research to write
Action
Collected whitepapers from partners: Microsoft and VMware
White Papers
Resource Guide Pages 15-16
24

25. Recommendations
Repurpose White Papers from VMware and Microsoft and adjust to Affiliated
perspective/messaging
Share one every 6 months through Emails, Website, Social Media
Should be between 8-10 pages*
Frequency: It Depends answer the following questions:*
How often does your industry change?
Are there news reports concerning your industry released often?
Do you have major changes in your products or services regularly?
White Papers
Resource Guide Page 16
25

26. Email Marketing
Challenge
Emails were more sales focused rather than marketing focused
Not specific nurture campaign timing
Action
Developed less sales-oriented messages (nurture campaign)
Researched the most effective practices
Nurture vs. Drip
Drip is a little every single month
Nurture is a designated 3 part email
Resource Guide Page 17-20, 62-65
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27. Recommendations
44% say sending emails on Tuesday results in better open rates*
53% have had the most success sending emails between 8 am and 12 pm*
53% say Friday is the worst day for email open rates*
● Subject Lines should be 6 or less words*
○ Avoid using CAPS or else it can be sent to Spam*
○ 70% will stop after reading subject header*
● Content: Short and Concise and easy to scan*
○ Start with a question and keep paragraphs less than 3 sentences
● Strong and clear no obligation Call to Action*
● Include Social Media sharing buttons*
○ Increases click-through rates by 158%*
Email Marketing
Resource Guide Page 20
27

28. Awareness
Week 1
Interest
Week 2
Testimonials
Week 3 1/2
Email Content - Nurture Campaign
Recommended path
Resource Guide Pages 62-65
28

29. Lead Generation - Inside View
Resource Guide Pages 66-68
29

30. Lead Generation - LinkedIn
Resource Guide
Pages 69-71 30

31. Lead Generation - LinkedIn
Resource Guide Pages 69-71 31

32. Lead Generation - SalesLoft
Resource Guide Pages 68, 69, 71, 72 32

33. Salesloft Statistics
Resource Guide Page 72
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34. What I learned from this internship...
Conclusion
34

35. Any Questions?
35