Introduction to Technology Marketing as a Service (TMaaS). The presentation was made by Manish Godha at Technology for Marketing and Advertising conference (TFM&A/ TFMA), New Delhi on June 20, 2013.

1. Technology Marketing-as-a-Service (TMaaS)
Manish Godha, CEO and Founder
manish@advaiya.com

2. Manish Godha
CEO, Founder | Advaiya
Chartered Accountant, MBA, Certified Information Systems
Auditor, and Certified in Governance of Enterprise IT. Having
around 15 years of experience in technology and
consulting, spanning the areas of software
development, marketing, assurance, risk
management, security, and IT governance.
Worked for engineering industries, large banks, and start-
ups, contributing on various areas including
marketing, business analysis, solution development, and
enterprise sales. Specialization in enabling individualized
solution sales and has developed analysis based frameworks for
allowing effective profiling and solution discovery.
Advaiya asserts its copyright as creator of original work, for this
presentation.
We provide valuable services powered by our intellectual assets to
discerning customers, who respect and value us for our ability to help
with technology towards their purposes.
We partner with our customers to meet the core business and
technology goals -- consumer experience, marketing
effectiveness, enterprise productivity, and technology led innovation.
Enabling portfolio of intellectual assets -
Capabilities, experience, embedded knowledge, relationships, and
intellectual property

3. Technology Marketing?
Technology marketing is about defining
and enabling the valuable experiences a
technology product, channel, or
service provides.
• How to make customers appreciate and realize the business
value a technology can deliver?
• Who is your target audience and how to segment and target
them based upon technology needs and usage?
• Which channels and interactions should be enabled, to deliver
a coherent experience?
• How do you reach and retain customers in an increasingly online
world?
• How to position a product or service dynamically at the right
time, right place, and in right context?
• How to assure customers that the technology product or channel
is right to meet their unique needs and contexts?

4. Expected experience changes as the
product, medium or touchpoint
changes
Traditional marketing has enabled many
customer experiences in various ways, by
focusing on:
• Stimulus-Reaction
• Functional characteristics and superiority
• Product categories (Straitjacketed and simplified)
However, experiences can be enhanced by having:
• Empowering the marketing and sales process with consistent and
relevant positioning tuned to the decision makers and influencers
• Defining sophisticated experiences that are enabled through complex
products
• Sophisticated channels to connect to information from within
customer‟s comfort zones.
• Data-led insight enable rich, personalized, and brilliantly-timed
experiences
Technology marketing shifts
focus to:
• 360 degree experience
• Point of view to the consumer as
rational thinker and emotional too
• Lifetime interactions

5. Promotion
Technology
Marketing
Immersive and adaptive
Price
Technology
Marketing
Efficiency and ROI
Place
Technology
Marketing
All-the-time, everyplace in timely and
contextual manner
Technology marketer‟s perspective
Product
Technology
Marketing
Solutions that relate to expressed or latent
needs in innovative ways

6. Why is Technology Marketing
different and difficult
• Technology is hard to understand and implement
• One size does not fit all - many adaptations are required to address unique
contexts
• Dynamic and continuously changing
• Easily replicable. So sustaining the edge is not given
• Customers are more and more capable – take smart technology
decisions, based on value
• Relationship management tactics change faster than that many marketing
processes allow
How do you use Hadoop and
Map-Reduce to enable Churn
analysis, Traffic flow
optimization, Social network
analysis, etc.?
How does VMWare offer
different products and flexible
pricing to gain sustainable
advantage over other
virtualization and cloud
providers ?
Why are Paytm, Google
Chrome, and Microsoft
SkyDrive popular for customer
experience across all devices
and screens?
How do you articulate the
business value of Facebook,
and Microsoft SharePoint that
are complex platforms and
deliver sophisticated
experiences?

7. What Technology Marketing entails
Orchestration of specialized
skills, resources, knowledge, connections, functio
ns, processes and attitude as unique capabilities
Right blend
of skills
Intellectual
Assets
Agile
Strategy
Resources Audience
Engagement
Support
&
Accountability
Research
Agile
Mindset
Ability
to wear
multiple hats
Powered
ecosystem
of partners
& customers

8. Something-that-
works
Marketers use instincts
and gut-feel approach to
experiment with new
marketing ideas
Specialized skill
Successful patterns are
identified, and defined as
“the” required technology
marketing skills
Function
Institutionalization of
technology marketing
practices
Separate process
developed for technology
marketing
As-a-Service
Abstraction of marketing
function into services with
clear definitions
Customizability to specific
contexts
Defined engagement
mechanism to interact with
other processes

9. TMaaS Engine
Right blend of skills
& knowledge
Technology
potential
Enterprise
architecture
Business
domains
Audience
engagement
Creative Technology
domains
Partnership
Processes• Trends and innovation
• Drivers, Challenges
• Pains and Reliefs
• Technology context
Tuning TMaaS to unique contexts
Customer context
Product
characteristics
Industry context Audience
Economic
conditions
• Customer Facing and
Technical assets and
resources
• Plans and Strategy
• Brand Differentiation
• Objection Handling
• Compete
• Sales/Partner support
and toolkits
• Offer Development
• Value Proposition
Continuous tracking and improvement

10. Technology Marketing as a service
Marketing & Sales Enablement Framework
Targeted
positioning, and
„strategy
development and
execution‟ with
continuous
refinement
Develop, maintain, a
nd access to
marketing assets
and resources
including
brand, collaterals, et
c. that can be used
repetitively and in a
contextual way
Plan, develop,
manage, track,
measure, and
execute marketing
plans in alignment
with strategy and
continuously
improve them
Identification of
right channel
(digital, partner-
owned, other), and
ensuring its success
using
tools, platforms, an
d programs to
amplify the
effectiveness of
marketing plans and
strategy
Provide field and
partners the -
data, intelligence, c
ontextual
resources, and
support with
seasoned
professionals, in
order to accelerate
sales
Strategy
Marketing
Assets
Marketing
Plan
Channel
Enablement
Sales
Support

11. Case study: Locus
BENEFITS
• Marketing methodologies to
target various customer segments
• Personalized approach to increase
revenue
• Content Engine for sales person to
ease the content management for
specific business or organization
SOLUTION
• An engine that creates
personalized microsites targeted at
a specific business or organization
based on their interest
• Fetch per site analytics on daily
basis and updating custom
dashboards to display Google
Analytics data.
• Visualize and analyze data in
meaningful ways to help Google
sales representatives make better
decision for micro-site content
• Personalization of micro-site –
industry-specific case studies and
demos of Google Apps
NEED
• Faster sales process, quicker
conversions through various
stages
• Marketing and Sales teams to keep
track of prospects through site
engagement, trend, and other
metrics
• Discovery of interest of prospects
and customers
Google wanted to increase its customer base and revenue using Google Apps.

12. Understand the entire Sales and Marketing lifecycle
Use rigorous approach to strategy development, marketing plan, and execution
Effectively combine skills and resources
(technology, consulting, marketing, creative, and design)
Possess strong research and content creation model
Ability to leverage learning from experience and investment in long-term success
Customer centric thinking
Key Success Factors of TMaaS
Right use of advanced tools, analytics, web experience engines, and other technology

13. Appendix

14. Technology Marketing as a service
Perceived barriers
Threat of IP / idea / concept theft
Breach of trust and confidentiality
Vendors have short-term view
Lack of transparency
Complexity in communication and collaboration
No control over quality, execution and information transfer
Service provider viability
Service provider/department lock-in
Managing change in skills and processes
High costs
Obvious non-applicability of one-size-fits-all approaches
Reality
Matured structures and controls in place to ensure fair practices
Services customized in context of your unique needs
Flexibility and scalability of services
Complete transparency
Easily pool complex mix of capabilities, skills, and resources
Pay as you go – no need to pay for the whole marketing lifecycle
in one instance.
Focus on your core business
Trusted advisory

15. You tell him ingredients the chef
should prepare a dish with
• In such scenario, chances are slim that you'll get the sort of dining experience you expected
• This is exactly the way in which technology companies have pitched their products in the past. And as a result they have not
been able to deliver the kind of experience that customers expect or want to get surprised of
Catalog –
List of finest ingredients
Waiter tells the chef
about the ingredients
you chose
Chef hands over
the „some‟ dish to waiter
Ingredients of technology marketing
• Standard ingredients – IP, collaterals, offerings, etc.
• Human skills and experience
• Education or evangelism, demos, PR, etc.
• Access at all touch-points
Based upon requested
ingredients, chef
makes “some” dish
and offers it to you
The “some” dish is
served to you

16. Contact us
ADVAIYA SOLUTIONS PVT LTD
G14-17, IT Park, MIA Extension
Udaipur, India 313002
Phone : +91 (294) 305 1100
Fax : +91 (294) 305 1300
ADVAIYA SOLUTIONS INC
17303 NE 39th CT
Redmond, WA 98052
Phone : +1 (425) 7613450
Fax : +1 (425) 739 3201
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