One-Minute ECM Guru -- Volume 3

Summary of ways for those in the ECM Channel to improve their marketing

1. •The One-Minute
ECM Guru
•Volume 3 in a series
•5 Steps to More Effective Channel
Marketing

2. Guru (plural gurus)
Noun
•A Hindu spiritual teacher.
•An advisor or mentor.
•A leader or expert in a field.

3. One of my favorite Dilbert cartoons is the one
where he gets transferred to marketing.
He finds the marketing department.
It appears to be a party for the ages, with a
banner “Welcome to Marketing --
Two Drink Minimum” over the
doorway.

4. Don’t you wish it
was like that?

5. Today’s Guest Guru…
Gets to the heart of the reality
of marketing efforts by the ECM
Channel…

6. Noted Author and
Playwright Arthur
Miller

7. The jungle is dark
but full of diamonds...
From Death of a Salesman

8. •Question for the ECM Guru:
•“I am an ECM Solution Provider. My
marketing seems like a waste of money.
What can I do about it?”

9. Let’s focus on marketing tools and
techniques in the ECM channel
•More specifically, the French Guard
from Monty Python and the Holy Grail.

10. Let’s focus on marketing tools and
techniques in the ECM channel --
and satisfaction with them
•More specifically, the French Guard
from Monty Python and the Holy Grail.

11. The typical marketing
arsenal for ECM
solution providers (i.e..,
the channel)

12. 12%55%Yellow pages
24%60%Web advertising
14%54%Print advertising
27%56%Large horiz shows
% who do it

13. 12%55%Yellow pages
24%60%Web advertising
14%54%Print advertising
27%56%Large horiz shows
% who do it
of those who do, the %
who think it good or
great

14. Doesn’t sound
very good.

15. 5 Steps to More Effective
Channel Marketing…

16. #1

17. Focus vertically.

18. 59%78%Vertical events
% who do it
of those who do % who
think it good or great
YES, We Have a Winner

19. #2

20. Learn what works.

21. AIIM Solution Providers
Executive Forum
November 8-10
Savannah, Georgia
www.aiim.org/dmspef

22. #3

23. Think press, not just
advertising.

24. What does a good article on a
customer case study cost?
•More specifically, the French
Guard from Monty Python
and the Holy Grail.

25. Zero.
Or close to it.

26. What is a good article on a
customer case study worth?
•More specifically, the French
Guard from Monty Python
and the Holy Grail.

27. Priceless.

28. Enough said.
•More specifically, the French
Guard from Monty Python
and the Holy Grail.

29. #4

30. On size does not fit all.

31. •Customize your marketing.
•AIIM offers year round opportunities for
solution providers including:
–20 local educational seminars
–24 webinars
–6 industry research studies
–4 vertical web marketing programs
–2 instructional wall posters
–1 magazine with 6 issues per year
–1 buyers guide; in-print and searchable
online feature is FREE to members

32. #5

33. Leverage your marketing
efforts.

34. –Here is a case study of one
AIIM webinar
•Perils of Distributed Capture,
4/12/06
•Cost to be a sponsor…
–about $4K

35. What were the totals and the
highlights?
•Registrations = 979.
•Opt-ins = 551.
–Attendees that pass over e-mail
permission.
•Attendance = 452.

36. Vertical breakout of attendees…
44
63
29
23
91
29
27
34
23
Bank
Ins
Invest
Fed govt
S&L govt
Mfging
Educ
Util
Health

37. Banks and securities
companies on the webinar…
•A G Edwards & Sons Inc
•Affinity Federal Credit Union
•Bank of America
•Bank of Hawaii
•BNA
•BNP Paribas
•Citigroup
•Colonial Bank Group
•Countrywide Home Loans
•Credit Suisse
•Daimler Chrysler Services
•DM Federal Credit Union
•Evangelical Christian Credit Union
•Federal Reserve Bank
•Fifth Third Bank
•First Horizon Home Loans
•Flagstar Bank
•Fremont Investment and Loan
•GMACM
•Homecomings Financial
•JP Morgan Chase
•Key Bank, N.A.
•Morgan Stanley
•Nationwide
•Oppenheimer & Co.
•Park View Federal Savings Bank
•Sallie Mae
•Southwest Securities
•UBS
•Washington Mutual, Inc.

38. State and local government
agencies on the webinar…
•Anoka County

•Bell County Information Ssystems
•Broward County Board of Commissions
•CA Dept. Justice
•California Department of Motor Vehicles
•Central Arizona Project
•Chester County, PA

•City and County of Honolulu
•City and County of San Francisco -
Assessor
•City of Burbank

•City of Hampton
•City of Minneapolis
•City of Northglenn
•City of Palmdale
•City of Philadelphia, MOIS
•City of Thunder Bay
•County of Morris
•County of Sacramento
•Dallas County
•District Attorney's Office, County of San
Diego
•Employees Retirement System of Texas
•Erie County Department of Social
Services
•Fresno Metropolitan Flood Control District
•Hennepin County

39. State and local government
agencies on the webinar…
•Hennepin County District Court - State
of MN
•KCPERS
•L.A. County Community Development
Commission
•Maricopa County
•Minnesota Department of Health
•Minnesota Dept of Human Services
•Municipality of Anchorage
•Northville Township Police Department
•NYS Department of Transportation
•Ohio Department of Job & Family
Services
•OK DHS
•PA Historical & Museum Commission
•Portland Development Commission
•Ramsey County Information Services

•San Bernardino County
•Sec of State/Records Management
Division
•State of Minnesota

•State of NC - ITS
•State of Nebraska, Secretary of State
•State of Tennessee
•WA State Dept of Retirement Systems
•Washington State Department of
Health
•Washington State Department of
Revenue
•Wisconsin Department of Corrections
•Yuma County

40. AIIM does 50+ events with
this capability every year…
•We are moving “up” the lead value chain for
all our activities…
–Not just the volume of leads, but the quality…and
proving it…and putting them into direct contact with
solution providers.
•Let us help you make these kinds of
opportunities relevant to your organization
–Low-cost of entry opportunities for exposure and
leads in your own backyard

41. Do something.
www.aiim.typepad.com
www.aiim.org/dmspef