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ゲートキーパーを超えサービスをゼロから創り広げるための方法
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2016/11/24 Community Marketing Community Kickoff
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ゲートキーパーを超えサービスをゼロから創り広げるための方法
1.
ゲートキーパーを超え サービスをゼロから創り広げるための方法 株式会社ミックスネットワーク デジタルマーケティング アーキテクト 渡部 知記 https://www.facebook.com/watanabe.tomonori http://marketingtoday.jp 2016/11/24
Community Marketing Community Kickoff
2.
自社の背景 • CMSメーカー • 日本では老舗の一社 •
ITR調べでは、国内No.1(売上高) • 製品サイクルにおいては衰退期
3.
世の中の背景 • 猫も杓子もデジタルマーケティング • 新たなビジネス(IoT、全員Makers) •
グローバル化(国内飽和/人口減少)
4.
Mission • 世の中のニーズに合わせて • デジタルマーケティングを支援する •
製品サービスを再構築する
5.
戦略/戦術 • 絞り込む B2B→製造業→半完成品→半導体→アナログ半導体 • 知ってもらう 大手メディアのセミナー→中小メディア/IT企業 •
セミナーで狙い撃ち 集客リストからターゲット企業を1社に絞る
6.
成果 • リード件数(約半年) 約半年で709名、役員71名 • 営業(約1ヶ月) 案件化6件、受注350万円+250万円(ノーコンペ!) •
業務/技術提携(約3ヶ月) 技術提携2社、業務提携3社
7.
取り組む際の心得 • 社内理解は得られないと思え! 自分を信じる、前へ前へドライブ、結果はついてくる • 気になる存在になれ! パーソナルブランディング •
金の話はするな!ビジネスの話をしろ! 理解し納得して貰い熱量をあげ、広げて貰うのが優先
8.
ゲートキーパーを超え サービスをゼロから創り広げるための方法 企業の中の人を狙え! 彼らの課題に即した情報(セミナーや記事) を提供し続ければ向こうからやってくる。 絶対に!!己を信じろ!!
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