What is Marketing 501?

Tuesday, August 2, 2011 by Community Blogger
Daniel Herby Daniel Herndon

CEO and Founder
redwall LIVE

It sounds like a few steps above marketing 101 but it's actually a great way to increase ROI.

As a digital marketing firm in the Indiana tech sector, just like the cobbler's shoes, our marketing has been less than it could be because of our preoccupation with clients. In June we had a record month. Our sales were higher than ever, but we were $501 away from a perfect round number ... so we decided we would create an email campaign based on that number to cap off the record month of sales.


Marketing 501

redwall LIVE's Marketing 501 campaign has helped the digital marketing firm earn a total of four new clients since the effort began in June 2011.
In only 2 hours - with 3 hours left to spare to the month - we ended up designing an original email, coding it and sending it out to our database. This flash marketing campaign resulted in a successful response from a startup company that purchased the offer, and several positive responses from customers and contacts congratulating us for our growth.

We decided that each month (for a little while, at least) we would do a $501 deal to end the month out with a special limited time offer. In July, we featured a simple video we did for a sponsorship with the regional economic development group Indy Partnership.

Play redwall LIVE Video

Here's why we believe this campaign is working well for us:

1. Highlighting a project we did and show our work
2. Connecting with customers and prospects in an interesting way
3. Giving startups and other small-budget businesses the opportunity to try our services
4. Succeeding in securing 4 new paying clients from the campaign so far ...

Daniel Herndon is founder and CEO of redwall LIVE, Experiential Marketing an Indianapolis marketing firm that creates campaigns, strategies and tools for relationship marketing. Daniel was named in Indianapolis Business Journal’s 2011 “Forty Under 40” featuring local business and professional leaders who have achieved success and excelled in their field before the age of 40. He is also authoring “Facebook All In One For Dummies” on Wiley Publishing.

Three Indiana Executives Named Finalists in SLMA Award

Friday, November 19, 2010 by Community Blogger
Leadjen LogoJenny Vance, president and co-founder of Indianapolis-based LeadJen, Richard Cunningham, VP, marketing and Troy Burk, at Right On Interactive, have been nominated for the “50 Most Influential Sales Lead Management Professionals’ -award.

This award is sponsored by the Sales Lead Management Association (SLMA), which helps provide best practices, for marketing and sales management. Members and non-members may vote at the SLMA website: http://www.salesleadmgmtassn.com/top50_vote.htm

We are asking for support from TechPoint and its membership to support three local technology executives. The voting process is fast and each voter can cast three ballots. We appreciate the support of Jenny, Richard, and Troy to receive this award from SLMA.

Jenny Vance co-founded LeadJen in 2004 where, under her leadership, LeadJen grew into a multi-million dollar company serving more than 200 clients that range from start-ups to Fortune 100 companies. LeadJen is able to enable any company to improve their marketing campaign and their sales lead growth through their database building, marketing campaigns, and B2B appointment setting. Jenny joined LeadJen from NoInk Communications (acquired by Everypath, Inc.) where she served as the Director of Marketing and Inside Sales. Prior to NoInk, Jenny served in numerous marketing and inside sales roles at Aprimo, Incorporated. Jenny has a B.A. in Economics from DePauw University where she participated in the Management Fellows Entrepreneurial Honors program.

Richard Cunningham is a veteran of corporate marketing and field marketing operations with business-to-business companies ranging from start-ups to Global 100. His passion is developing demand generation programs that produce measurable results. Cunningham currently serves as vice president of marketing at Right On Interactive, a leading provider of Customer Lifecycle Marketing software solutions. He previously served as director of marketing with Aprimo, Inc. He holds a bachelors of science degree from Purdue University.

ROI LogoTroy Burk is the CEO and founder of Right on Interactive (ROI). ROI is a customer lifecycle marketing software provider that transforms the way marketers nurture business relationships – from initial contact to brand advocacy. Prior to founding ROI, Burk was the director of sales in the start-up stages of Exact Target. There he developed the initial sales strategy and methodology that helped grow the company from a few customers to thousands. Burk holds a bachelor’s degree from Ball State University.

Name: Amanda Cunningham
Company: LeadJen
E-mail: amanda@leadjen.com
City: Indianapolis
State: IN


TechPoint Launches Indiana Measured Marketing Initiative

Tuesday, September 21, 2010 by Joshua Hall

Today, TechPoint, with support from the Indiana Economic Development Corporation (IEDC) and Ball State University's Center for Media Design, announced Indiana’s Measured Marketing Initiative, a national media relations campaign to position Indiana as the leader of a fast-growing, emerging technology business category that TechPoint has coined as “measured marketing.” The goal for this initiative is to raise awareness, generate customers for existing businesses and attract companies to create jobs and investments in Indiana.

There are more than 70 measured marketing companies in the state of Indiana. Measured marketing companies provide a platform or service for digital marketing via email, social media, search, video, mobile and other rapidly evolving technologies, and they provide clients with return-on-investment tracking.

With its technology-related tax credits and exemptions, access to major research universities, and very reasonable costs of living, Indiana has been a great home for technology businesses, and we are excited to see more companies do business in Indiana.

For more information on Indiana’s Measured Marketing Initiative, please go to www.indianameasuredmarketing.com
 

Nearly Half of the IEDC's 2010 Companies to Watch Are Technology Focused

Monday, August 30, 2010 by Joshua Hall

Last week, executives from 41 Hoosier "Companies to Watch" were honored at a gala dinner at the Indiana Roof Ballroom in Indianapolis. Presented by the Indiana Economic Development Corporation (IEDC), Purdue University, and the Edward Lowe Foundation, the "Companies to Watch" program recognizes the state’s fast-growing, high-potential firms among businesses with up to 150 employees and between $750,000 and $100 million in annual revenues.

It’s noteworthy that 17 of the 41 companies on this list are in the information technology space, representing areas like software development, IT consulting, e-mail marketing, and healthcare technologies. These high-tech firms are located across the state.

The fact that nearly half of the IEDC’s ‘Companies to Watch’ list are tech companies is more evidence – although anecdotal – of the sector’s continued growth and vitality in Indiana. Hoosier technology firms continued to add jobs even during the trough of the recession in 2008, and Indiana skyrocketed up the state rankings in venture capital investment per capita, from 41st in 2008 to 20th in 2009, showing that funding continues to flow to high-tech innovation here.

The 2010 "Companies to Watch" account for more than $390 million in annual revenues, employ more than 2,000 Hoosiers, and are on pace to create nearly 1,000 new jobs in 2000. The future looks bright for these businesses – as it does for Indiana’s technology community. See the full list of companies.

Mira Awards Ceremony Video, Chairman's Perspective

Thursday, June 17, 2010 by Joshua Hall



Mira Awards Celebrate Tech Sector’s Progress During Economic Turmoil
by Mark Hill

Last month, more than 600 of Indiana’s technology executives, opinion leaders and policymakers, educators and economic developers gathered at the annual TechPoint Mira Awards gala in downtown Indianapolis to celebrate more Hoosier high-tech success stories. 

For more than a decade, the Mira Awards have recognized the companies, institutions and individuals who make up Indiana’s thriving technology community. This year’s winners provide ample optimism about our future as a high-tech economy:

They show that technological innovation is a catalyst for growth in every industry, not just IT. The Mira Innovation of the Year award winner is OrthoX, a life sciences company that’s developed an exceptionally strong material to anchor artificial joints to bones (Indiana firms account for more than a third of global orthopedic device sales). In Indiana’s largest industry, manufacturing, new technologies are also bringing new opportunities – the advanced manufacturing Mira award went to EnerDel, the fast-growing maker of high-tech batteries for electric vehicles.

Exact Target is a repeat winner in the Information Technology Mira category, continuing to lead the way as Central Indiana establishes itself as a hub for online marketing. Along with Exact Target, our region is called home by companies like Aprimo, Compendium Blogware, 5 Buckets, Lights Out Intelligence, Market Path, Cantaloupe, Delivera and Formstack. These firms are taking advantage of a titanic market shift that has seen the traditional media sector lose 32% of its market value from 2003 to 2008 while new media (online content and services) gained 102%.

Our Mira winners provide a cross-section of our most innovative companies in areas that represent promising market opportunities. It’s important that we celebrate their success. But the message behind this year’s Miras goes beyond a (well-deserved) pat on the back for the winners. The bigger picture is that that the state’s tech sector continued to grow and build momentum even during the tough times.

This year, TechPoint attracted a record number of Mira nominations. The previous high-water mark was set last year, and before that in 2008. Even during the worst of the national recession, this program generated steadily more and more interest and enthusiasm.

Less anecdotally, the latest Cyberstates report from the TechAmerica Foundation shows that Indiana continued to add tech jobs during the downturn, even as the rest of the private sector was making cuts. 

Investors are also betting on Indiana’s high-tech entrepreneurs. Last year was the worst year for venture capital nationally in more than a decade. But in Indiana, we grew our total venture investment by nearly 70% over 2008 – and 2008 beat 2007 by 40%. I’m proud that the HALO Capital Group managed by TechPoint has added nearly $14 million in seed capital since 2008 to help further this trend. 

Indiana’s technology sector has weathered the economic storms, and seems to have emerged stronger than ever. A recent Kauffman Foundation study that found that more than half of the companies on today’s Fortune 500 list were launched during an economic recession or severe bear market. This bodes well for the Mira winners of the last few years, and for our technology industry as a whole – as the economy continues to recover, tech companies will be leading the way.

TechPoint is working to help keep the momentum going. From improving connectivity in the tech community, improving access to capital and entrepreneurial expertise, and fighting for pro-growth policies at the Statehouse, we’re committed to creating a climate that produces even more success stories like those feted at Saturday’s Mira gala. Learn more about TechPoint’s efforts and the Mira Awards program (including a full roster of 2010 winners) at www.TechPoint.org.

Mark Hill is Managing Partner of Collina Ventures and chairman of TechPoint. He also serves on the Board of Directors of the Central Indiana Corporate Partnership.
 

Bob Compton Recognized as TechPoint’s 2010 Technology Trailblazer

Monday, May 3, 2010 by Joshua Hall

Legendary Indiana investor and filmmaker will receive award at TechPoint Mira Awards Gala event May 15

TechPoint is pleased to announce that legendary investor and innovator  Robert Compton is its 2010 Trailblazer Award recipient for significant and lasting contributions to Indiana’s high-tech economy. The Trailblazer Award is part of TechPoint’s annual Mira Awards program recognizing Indiana’s technology success stories in various categories for industry, institutions and individuals.

Thirty years ago, Robert Compton chose to forsake the security of a systems engineering career with IBM and venture in a new direction as an entrepreneur and investor.  For Indiana’s technology sector, the rest is history – Compton has built an unparalleled record of investing in and supporting firms that became the foundation of the state’s high-tech industry, spawning successive generations of new companies (many of which Compton also became involved in).

Compton’s track record is truly a Hoosier high-tech ‘who’s who’ – firms like Software Artistry, Aprimo, Exact Target, Interactive Intelligence, Vontoo, IndianMathOnline, Compendium Blogware, Compression Engineering, Mezzia, Sci-Tech Ventures, Veregon and Warsaw Orthopedic (which went on to become Sofamor Danek, the world’s largest spinal medical device company, with Compton as its President). In all, he has been active in more than 40 businesses in software, telecommunications, healthcare, medical devices, and education.

“When you try to chart the progress of Indiana’s technology sector over the last two decades, most roads seem to lead back to Bob Compton,” said Jim Jay, TechPoint’s President & CEO.  “He has been a catalyst for bringing so many new innovations to market, for making Indiana a hotbed for online measured marketing – the list of achievements goes on and on. 

“This award only confirms what every Indiana technology entrepreneur knows to be true – Bob Compton certainly blazed a path that all of us continue to follow.”
 


Compton’s involvement in entrepreneurship doesn’t end with his direct involvement in for-profit ventures.  He also serves as a Trustee of the Kauffman Foundation, a $1.8 billion institute dedicated to accelerating entrepreneurial activity.  His recent exploits as a filmmaker – most notably the documentary “2 Million Minutes” – has explored the critical role of education to success in an entrepreneurial, knowledge-based economy, taking a look at the differing approaches employed by the U.S., China, and India.

“Bob is a venture capitalist in two senses of the phrase – he invests both intellectual and financial capital in companies and causes that he cares about,” added Mark Hill, Chairman of TechPoint and managing partner of Collina Ventures. “Indiana’s tech community has certainly been a beneficiary of his work, and this Trailblazer in Technology recognition is a well-deserved and long-overdue expression of our appreciation.”

For the last decade, TechPoint’s annual Mira Awards have put a spotlight on Indiana’s high-tech all-stars, understanding that celebrating success is one way to create more of it. The Mira Awards are Indiana’s largest and most visible technology awards program; learn more at http://www.techpoint.org/Mira/.  This year’s Mira Gala awards ceremony will be held on May 15th at the Westin – Downtown Indianapolis. Tickets are available for purchase through the website.

About TechPoint
TechPoint is Indiana’s only statewide technology initiative, representing industry stakeholders including publicly-traded companies, private businesses, colleges and research universities, and local economic development organizations. The group’s mission is to accelerate Indiana’s emerging and vibrant information technology sector by: promoting the successes of information technology companies and professionals; supporting the formation, expansion, and attraction of IT companies; and advocating appropriate public policy.  TechPoint is an initiative of the Central Indiana Corporate Partnership. Visit www.techpoint.org

LEARN MORE ABOUT THE MIRA AWARDS GALA
LEARM MORE ABOUT BOB COMPTON

Driving Job Creation through Real Indiana Innovation

Tuesday, September 22, 2009 by Jim Jay

Most-welcome news is starting to arrive. Believable reports of abating economic turmoil increase daily, accompanied by fresh intelligence that the crushing global recession is nearing its long-awaited end.

As Indiana commences on recovery over the coming months, we all need to refocus our efforts to accelerate recovery and replace lost jobs.

The task of creating jobs is not going to be an easy one, but it does represent a unique opportunity. Although the Hoosier state lost thousands of jobs as the global economy nose-dived over the past 18 months, the state did enter the worldwide fiscal era of carnage in dramatically better financial shape than its neighbors. Now is the time to leverage that enviable position and advance Indiana quickly.

How can these new jobs be organically created over the coming months and years?  Earlier in September, BusinessWeek magazine had a most interesting comment for Hoosiers to consider:

“Name an industry [presently in the United States] that can produce one million new, high-paying jobs over the next three years. You can’t, because there isn’t one. And that’s the problem.”

Adrian Slywotzky, a partner for national management consultancy Oliver Wyman, went on to illustrate for BusinessWeek readers how real American innovation from the mid-20th century – the transistor, cellular telephony, photovoltaic solar cells and others – all became building blocks for new industries and the subsequent creation of millions of new jobs. The paramount task at hand, according to Slywotzky, is for American entrepreneurs, scientists and business professionals to redouble their efforts and produce the next set of truly transformational building blocks.

Those of us living in Indiana would do well to consider how real innovation can dramatically accelerate our own respective position in the national – even global – economy.

“How so Indiana?” one might say. Take a look at Indiana University. Through some amazing and creative collaboration, IU is now a player in the top ranks of supercomputing horsepower. That gives the state an attractive tool for transformational development and innovation through the university’s Big Red supercomputer, which is already available to entrepreneurial businesses and technology entrepreneurship in the state.

Take a look at Purdue University. The Boilermakers raised more than an eyebrow or two when Purdue pulled down a $105 million grant from the National Science Foundation – the largest in the university’s 140-year history – for earthquake research and education. Purdue will now lead no less than 14 other major research universities in this endeavor, positioning even more firmly the state’s outstanding resources, such as Discovery Park in West Lafayette.

The list of Indiana technology innovation and Indiana technology research assets, emerging business technology and the positive impact on Indiana technology jobs and Indiana economic development goes much farther.

If you’re serious about job creation – and you should be – consider gathering with us on Sept. 29 for the statewide Innovation Summit. The Summit’s keynote speaker Clayton Christensen is the Harvard avatar responsible for defining disruptive innovation and how to achieve it. He will be joined by dozens of successful innovators, technologists and finance professionals striving to ignite Hoosier innovation.

Will you be part of the Hoosier solution to drive real transformation and innovation? Join us.

LEARN MORE ABOUT INNOVATION SUMMIT  |  DOWNLOAD AGENDA  |   REGISTER

Bob Compton to Premiere New Documentary Film Win in China at TechPoint’s Innovation Summit

Monday, September 14, 2009 by Joshua Hall

New film from businessman Bob Compton examines entrepreneurship in China and the country’s rise to a global superpower

INDIANAPOLIS (September 14, 2009) — The Indiana premiere of Win in China, Bob Compton’s new documentary on the explosion of entrepreneurship and new venture creation in China, will be part of TechPoint’s Innovation Summit at the Indiana Convention Center on Sept. 29.

Compton, creator and executive producer of the provocative documentary on global education, Two Million Minutes, said he wants Indiana CEO’s and university students to see his new film to better understand the challenges they will face from a tidal wave of Chinese entrepreneurs.

“In Communist China, the country’s heroes are not sports stars or entertainers but entrepreneurs, because they create jobs, wealth and strengthen communities,” Compton said. “Indiana has many successful entrepreneurs who have advanced the state’s economy, but the Chinese are investing in entrepreneurship education, infrastructure and venture capital on a scale unimaginable to Americans.” 

He continued, “Remember what you saw at the Beijing Olympics, and imagine that scale of money, talent, energy and coordination being applied to building the entrepreneurial sector of China’s economy. Now double everything. The Politburo’s efforts are on a massive scale, and Americans are entirely unaware.”

“The point of the film and my desire to reach out to the TechPoint Innovation Summit audience isn’t to criticize Hoosiers or Indiana businesses – quite the opposite,” Compton said. “Indiana’s tech sector is our state’s future, and I believe this film can be a catalyst for renewed commitment to Indiana’s new venture initiatives by Innovation Summit attendees.”

Win in China is a 60-minute documentary film that centers on the largest, most lucrative business plan competition in history. Organized as a Donald Trump-like TV show, it was broadcast across China on CCTV3 and serves as a metaphor for the country’s dramatically increased entrepreneurialism.

Win in China follows the path of China from Cultural Revolution and abject poverty to the Entrepreneurial Revolution and rise to be the third largest economy in the world. It vividly illustrates the role entrepreneurship has played in the dramatic changes China has undergone over the past 30 years.

The Indiana premiere of Win in China will follow the national plenary panel at the Innovation Summit entitled “Funding Innovation,” which will feature Bob Compton and other venture capitalists from both coasts including:
 

  • Mathias Schilling, Senior Partner at BV Capital – San Francisco
  • Michael Arpey, Managing Director, Customized Fund Investment Group, Credit Suisse – New York
  • Michael Brown, General partner of Battery Ventures – Boston


The panel is sponsored by Alerding Castor Hewitt LLP and will be moderated by David Castor, partner at the firm.

The keynote speaker for the luncheon at the Innovation Summit will be renowned innovation expert, entrepreneur, bestselling author and Harvard Business School professor Clayton Christensen.

The screening is scheduled to begin at approximately 5:15 p.m. at the Indiana Convention Center. You must be a registered Innovation Summit attendee to attend the screening. Early-bird tickets cost $150 in advance or $175 after Sept. 22. Visit http://www.techpoint.org/summit/ for more information about TechPoint’s Innovation Summit.

About Win in China
Win in China is a documentary film about the world’s largest and most lucrative business-plan competition, held not in the United States or any western country, but in communist China. Over 120,000 entrepreneurs compete for prize money in excess of $5 million with the winner receiving nearly $1.5 million dollars to invest in a new business plan. Documentary filmmaker Ole Schell was given unprecedented access to the show’s creator, the contestants and the judges. His documentary opens a window into Chinese capitalism, which differs in many ways from Western capitalism. Beneath the game show’s surface lies a nuanced, subtle view of Chinese business practices, ambitions, ethical norms and competitive behaviors. For more information, please visit www.WinInChinaMovie.com.

About TechPoint
TechPoint is Indiana’s only statewide technology initiative, representing industry stakeholders including publicly-traded companies, private businesses, colleges and research universities, and local economic development organizations. The group’s mission is to accelerate Indiana’s emerging and vibrant information technology sector by: promoting the successes of information technology companies and professionals; supporting the formation, expansion, and attraction of IT companies; and advocating appropriate public policy. Visit www.techpoint.org.

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CONTACTS:
Joshua Hall, TechPoint, 317-464-5416, jhall@techpoint.org
Meghan Devitt, Dittoe Public Rel., 317-202-2280, ext. 11, meg@dittoepr.com