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Marketing Plan/Budget: Thought process (Resellers (Acquisition: New…
Marketing Plan/Budget: Thought process
Resellers
Acquisition: New Resellers
1) Lead Generation
(Top Funnel)
Digital: Drive to website
so that sales rep can contact them
Get as many other websites as we can to link back to ours
what words are ISO's/Resellers searching? We wanna come up anytime a reseller or a merchant is reading about e-commerce processing/gateways, chargeback protection, fraud, etc. - bc our solution goes hand in hand with all of this
Press/PR articles
email mtkg that drives back to site
SEM- Buy keywords to have an ad (link to our site ) pop up when someone searchs that word
SEO- BLOG- Website audit, to make sure its optimized for Google to find when someone searches
Email Mktg
Purchase email list
Drip Campaigns
Google - Display Ads (Banners, pop ups)
Sales Chat on website to engage and hook leads
A/B testing to discover what content works for sales gen
IRL: Meet people at events
Attending events
Speaking at events
Exhibiting at events
Sponsoring at events
Hosting events
Types of events:
Happy Hours/Drinks
Conferences
Dinners
2) Closing Deals/Sales:
Bottom of Funnel -> Board and integrate first merchant
Sales Enablement
Tools/Marketing Material
Sales Decks/Pitches
Proposal/Agreement
Strong Case Studies
Strong product marketing material
, value is clear- Need to communicate that 3DS should be a priority - a main part of their revenue that goes hand in hand with processing - a must have
! ---> Currently we have a challenge to overcome where the mentality for many resellers is "sounds good but its not priority right now" how do we make them prioritize getting started with PAAY?
come up with a strong competitive advantage
plan events/opportunities for sales to get facetime with their customers
Digital: Webinars, tutorial videos, etc. walking customers through the boarding and integration process
In person event walking customers through the boarding/integrating process
CREDIBILITY / TRUST: Partner with reputable companies in the industry - Cardnetworks, gateways, etc,
Once we have the lead, the only way to keep them is to make sure we have their trust. WE NEED: to be able to explain how our product works with clarify and ease
No false promises: Ex. Cannot advertise it works with Amex if it doesn't work with Amex
Retention: Current Customers
1) Make our customers loyal to us, stuck with us
Loyalty Program- Ex. After xxx thousand transactions you get 1 month free (basically earn double)
Customer Service
not dropping the ball on our end, follow through with promises, being transparent with our customers :red_flag: : *who owns "customer service" cindy? acct manager? need to put some attention here???
Issues causing us to lose customers: unanswered technical questions (on skype?) , issues with integrations
currently not even tracking where each account is at ex. why someone stopped transacting, what issues they are having, or if sales has a lead, gets something signed, and then the customer has technical issues and dislikes our solution---- this is not being tracked :red_flag: used to have simon
manually making notes in an excel doc but this stopped a while back when we fired him
Sending them gifts/taking them out/spoiling them
2) Grow budgets of current customers
goal: get them to board more of their merchants
Can we refer merchants to our ISO partners????
Train our customer to be a better 3ds sales rep
Maybe we offer a 1-1 consultation with most promising resellers and we work with them to figure out how 3ds fits with their brand and help them with sales/mktg material - MUST BE QUALIFIED - already sees value of 3ds, has a large portfolio of merchants
printed and digital packages of "welcome kit" with training
need to get more info after they sign so we know their growth potential and interest level - right now not enough info- make a google survey to send them as soon as they sign can be part of the onboarding process
Enterprise Merchants
Acquisition
: Get 2 enterprise merchants
1) Lead Gen
Digital
Sales cycle is huge here: need to make sure the timing is righ
t- If we reach out at the wrong time it doesn't really work out-
Get/Respond to an RFP
Big competitors like Ccardinal and NuData get RFP's from companies like Sony. How can we get involved in this?
Get as many ppl as we can to our website to pass off to Sruli
Who is the right contact? VP Payments? VP Fraud Prevention? What titles are we looking for? what are people with these titles searching and reading about? Where can we find them?
CONTENT: need intellectual/technical/credible content, we need to know what were talking about re: whitepapers, blogging
Same tactics apply here as they do for reseller just diff content
IRL
Events
Thought leadership- Yes valuable. Need good content - can Sruli Sam or Yitz speak at an event?
Is exhibiting and sponsoring really a priority yet? It feels a bit ahead of us, since we don't have a customer yet. We can't half ass exhibiting in front of big brands -- we need a big budget. Should we wait until we have a few customers b4 paying to exhibit at the big events?
Host something really niche for enterprise? parter with cardnetworks to gain credibility- roundtable, dinner, something small??? partner with someone reputable..gateway or processor
PAAY Team
Reseller Sales
Should tina just be responsible for top funnel stuff? getting lead & sign deal? Dynamic with tina and sruli for closing NMA was good. She got the lead and then he closed at good price and stayed on top of them to get a shitload of merchants boarded, the API documentation, testing, etc...... can we repeat this?