Netage Solutions 2012 Marketing Plan

Month DD, 2011

Stuart Sheppard, Managing Director of Sales and Marketing

Daniel Rheault, Marketing Manager

Mission Statement

To constantly exceed client expectations by adding value

to clients businesses
To be a leading world-class software development
company
To have a team of the best, bright and happy
professionals, and to provide for their constant
professional and personal development
To achieve a return on investment exceeding other
successful software companies.

Situation

COMPANY

Sales $2.72m (> past 2 years; 3rd best in history)

Average New Deal Size $22k (= 2010; historical low)
Revenue by Vertical:
Revenue by Vertical
$1,600,000
$1,400,000
$1,200,000
$1,000,000
$800,000
$600,000
$400,000
$200,000
$-

$1,473,303

$460,862

PE/VC

HF

$385,690

$342,603

RE

LP

Situation

COMPETITION

Salesforce.com continues to commoditize the market through

cheaper pricing and richer functionality
Backstop totally dominates the HF space. We have lost this
battle.
The PE/VC team continues to be our stronghold, and is
continuously matched up against Salesforce.com apps such as
Navatar.
The RE vertical is fighting Salesforce.com apps, Investran, and
Intralinks, and Investment Caf and Silver Oven for portals.
The LP team is working against Tamale and Code Red who
hold dominant positions in the vertical.

Situation

INDUSTRY

We are competing in increasingly commoditized markets,

supporting 8 products in 5-6 niche verticals.
Fundraising is down across all our verticals as of Dec. 2011.
Although Wall Street appears to be recovering, uncertainty
dominates the financial headlines, especially internationally.
2012 is predicted to be a tough year for our prospects, as they
will also be operating with less funding and greater
competition.

(Reuters PE endures dismal fundraising year 1.5.12)

(aiCIO Hedge funds have second worst year in history 1.3.12)

Situation

We witnessed a decrease in direct web traffic over 2011,

supporting the increase in competition from market saturation.
All leads, whether paper, email, SEO, or word of mouth, come
primarily via our website, making it the most valuable resource
we have:

CPC

SEO

Direct

Objectives

Business

Marketing

Increase revenues
Engender positive brand awareness
Increase sales leads
Increase sales from marketing

Strategy -- General

Leverage core strengths and resources (expertise) to

portray Dynamo as the industry leader in our verticals.
Continue emphasis on pull vs. push marketing, and
strengthen opt-in/permission-based user participation.
Pursue more opportunistic and dynamic approaches to
ensure our communications reflect us as a
contemporary thought leader.

Strategy -- Web

While referral links may not contribute that much in

qualified leads, they have a direct impact* on our SEO
rankings per the quality of their domain.

i.e. a referral from LinkedIn due to its relevance would be of a

greater value than an obscure domain or news source.
The corporate blog will provide an opportunity to not only
share our traffic with our site and partners, but vice versa (link
building), while contributing to SEO.
Social media users that link to our pages via their profiles also
provide contributions to SEO we will continue our efforts in
this area.
Provide content that helps us with our target demographic.
*as of most recent Google update

Programs

Regular email campaigns contingent upon the quality of

data, ability to provide disruptive/relevant content, ability
to target, and success of prior campaigns.
Traditional PR releases provided we have the depth on
content to draft a newsworthy release.
Creating and updating corporate communications and
sales tools.
Engaging in industry journals and news sources for
advertising.
PR/media relations, although they will likely be supported
by our ability to offer relevant and interesting content.

10

Execution

11

Build upon inbound marketing best practices, such as

SEO, link building, social media engagement, and
targeted campaigns.
Execute opportunistic push marketing campaigns:
target segments rather than blanket campaigns.
Showcase premium vs. generic value proposition