M & A Rainmaker

The reason that I recommend that my clients use HubSpot Inbound Marketing software is because I want them to be in control of thier Internet Marketing spend and investment.

When researching for this article I quite liked this post here

http://www.wsiwebpro.com/roi-formula-internet-marketing.html

which offered a ” Common Sense ROI strategy ” which basically was ” Increase the traffic to your website OR increase the conversion of traffic to leads OR both “.

Within that simple advice are hidden some basic things that some people just do not understand.

As I have said in earlier blogs the key to a website is how often it is found by the right people ( for the product or service that you are supplying ) and it is of lesser importance what it looks like as long as it converts visitors to leads well.

As very few Internet Marketing and Website Design companies understand this very few of them ask a critical question ” What ( words and phrases ) are you trying to be found for and who are your likely customers??  ”

In fairness those that do often struggle to get a response because thier clients simply do not know the answers to these questions. ( The answer to the first part of the question requires that the client put himself in the mind of thier client and think what they would type into Google in order to find the product or service that they provide . The answer to the second part of the question requires that they understand the typical profile of thier target customer. )

When you have your website being found by lots of the right people then you have TRAFFIC !! The you only need to convert that traffic to a lead. ( To be a lead you need some information about the enquirer e.g. name and email address. )

Conversion of traffic into leads is an art that I will not go into here.

The reason that I recommend HubSpot Inbound Marketing software to my clients is that I want to know ( and they need to know ) how much traffic they have; how it is increasing ( hopefully ! ) over time and where that traffic is coming from.

Is it coming from e.g.

– Direct Traffic ( someone just typed in the name of your company – implying that your name is well known for that type of product or service )

– Organic Traffic ( implying that you ARE being found for the words and phrases that you have optimised for )

– email traffic ( implying that you are getting people signing up to your blog/website and your email camapigns are working )

– Referrals ( implying that other people are spotting and highlighting and propagating your information )

– Social Media ( implying that people are following your Facebook, Twitter, Linkedin pages and that they are following these back to your blog/website ).

etc etc

Once we know what is happening to our traffic and where it is coming from we can fine tune to get more and then to convert that traffic into leads and then, all importantly, into sales.

Once we know how many of what product or service we sold ( at what price and profit ) we can work out what our Return on Internet Marketing spend is.

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They  provide computer and Asterisk based telephone systems and related software, hardware and networks to small and medium sized businesses. They have many years of experience of doing so and  are technically very competent. 

They  use plain English wherever possible rather than technical jargon and  focus on what technology can do for your business rather than bits and bytes.

Many of thier customers have confirmed that they live up to thier philosophy and objectives and you will find customer testimonials in the news section on thier website.

Please contact Clare at Poundbury for clear, simple advice on how to make technology work for you.

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The news that 365iT recently acquired IT Managed Services and Computer Hosting company 7 global gave us the opportunity to experiment with getting listed on Google NOT for the names of the companies eg 365iT, 7 global and 5i, but for the products and services that they offer.

As we have mentioned before the only people that are going to search on 365iT, 7 global and 5i for news about this acquisition are the people that already know about it ( because they have been told about it in some way and just need a bit more information).

Actually what we want is for people that are searching for terms like ” IT Managed Services Provider ” or ” Computer Hosting Services ” to come across the news that eg there is an IT Managed Services company that has just become a sister company to a unified communications company and could therefore provide a managed hosted unified communications solution as a ” one stop shop “.

This is actually what the potential customer wants ( assuming that this is what they were looking for ) and what the supplier companies involved want aswell ( ie they are looking for potential customers who want a combination of IT managed services, computer hosting and unified communications ). So, this is truly a win-win situation. In addition since Google wants to provide it’s searchers with the most relevant information for thier search it is a win for them aswell.

So, the first thing to understand is that we are not seeking to promote the company names involved in the acquisition but what the acquisition does for the potential clients. This leads to a re-prioritising and re-wording of the Press Releases and other communications  and it assumes that we have already worked out what keywords and phrases we want to promote. 

In this case for example 365iT, 7 global and 5i make way for IT Managed Services, Computer Hosting and Unified Communications. THESE are the things that we want to promote into the search.

The original Press Release

http://www.365itechnology.com/images/content/press_releases/365_iT_plc_acquires_7_Global_Group_Ltd.pdf

is therefore modfied to this Press Release

http://www.24-7pressrelease.com/press-release/365-it-plc-acquires-it-managed-services-and-computer-hosting-specialist-7-global-group-ltd-127184.php

http://www.prfire.co.uk/press-release/365-it-acquires-it-managed-services-and-computer-hosting-specialist-7-global-group-4212.html

where one emphasises the names of the companies and the other emphasises what they do. ( This thinking reminds me of the Feature, Advantage, Benefit sales philosophy – a Feature is like the company name, an Advantage is something that the company can do and a Benefit is something the customer needs and the supplier can provide and will lead to a cost saving or improvement in service ).

I chose a paid ( I paid $20 ) Press Release through 24-7 Press Release.com particularly because it is one that I have had a lot of positive experience with and I know that not only does it rank high but also it lasts some time in this ranking. ( Some Press Release sites posts appear briefly and then disappear ).

24-7 PR is also easy to upgrade so that, for example, you improve the SEO and the analytics as you go. I noted that PRFire was one of the websites that got good rankings when we were investigating boiler room brokers in an earlier post.

So it was a calculated assessment that by using the right PR sites with the right wording we would get appropriate rankings and this has indeed proved to be the case ( at the time of writing ) with the search as follows

http://www.google.co.uk/search?hl=en&rlz=1R2ADBR_en&q=IT+Managed+services+computer+hosting+&btnG=Search&meta=&aq=f&oq=

 achieving a top of Page 1 listing and another front page listing

and subsets of this search eg

http://www.google.co.uk/search?hl=en&rlz=1R2ADBR_en&q=computer+hosting+services&btnG=Search&meta=&aq=f&oq=

also getting onto Page 1.

It should be noted that this is within hours of the Press Release actually being released ( it was released today ).

As soon as it was released we have supported the PR with comments and posts on eg Facebook and Twitter and links from these sites.

It will of course require further work to maintain these Page 1 listings but ” Objective achieved ” for the moment.

This is an interesting review from Icon Corporate Finance of Q2 M&A activity and mentions 365iT as being on the acquisition trail which it is for selected companies that fit the portfolio, such as the acquisition of 5i earlier this year and the very recent acquisition of 7 global.

http://www.iconcorpfin.co.uk/NewsEvents/M&ATechnologyReviewQ22009.pdf

The news that 365iT has acquired IT Fully Managed Services company 7 Global this month along with 5i earlier in the year is a Christmas present to all those involved with 365iT, in my opinion!

Since Peter ( Howells ) and I were at Voyager Networks where we had a national IP network to complement our data networking and Internet skills and expertise we have long harboured the desire for 5i to work closely with a forward thinking Managed Services and Hosted Communications provider.

The areas of ICT that 365iT covers include IT operations and management,IT Managed Services, Unified Communications, Business Continuity, Data Backup, IT Security, Virtualisation, Networks, Storage Solutions and Infrastructure Solutions.

These are some of the hottest areas in the ICT world at the moment and for the near future. They encompass other hot sectors like ” Cloud Computing ”  and ” Software as a Service “.

One of the great attractions to 5i of being involved with 365iT and Peter MacLean was his experience of putting together powerful, advanced communications companies. Don’t forget, he is doing this in one of the most difficult economic periods of our lifetime.

Where there’s a will there’s a way and now LMS Capital is also an investor in 365iT.

The story unfolds …….

365 iT plc has acquired the IT managed services and computer hosting specialist 7 Global Group Ltd (7global) from LSE Listed ,LMS Capital plc and LMS have taken a 12.5% equity interest in 365 iT.

7global, based in Liverpool, was originally formed in 1999 and has

developed a portfolio of fully managed IT services specifically aimed at

software vendors and end user organisations that wish to take advantage of Software as a

Service (Saas). The acquisition strategically enhances 365 iT’s capabilities in the fast evolving IT

managed services sector. It also strengthens 365 iT’s business relationships with key global IT

providers which include Microsoft, Cisco and Citrix.

“This acquisition is an excellent fit for 365 iT” said Peter MacLean,

chairman and chief executive. “It strengthens our strategic position

within the IT managed services sector, whilst also extending our product

portfolio, our client base and our geographical presence. The combined

focus of the enlarged 365 iT Group will enable us to further develop our

strategy of rapidly expanding our revenue and market share.”

MacLean concluded; “The Group’s capabilities are further enhanced by

the substantial technical talent and strong customer support attitude

that is prevalent at 7global.”

“We remain positive about 7global’s prospects as a leading Saas

infrastructure provider in the UK. 365 iT is well positioned to accelerate 7global’s growth,

thanks to its scale and complementary service offering. Therefore we are delighted to become

a shareholder in 365 iT in order to share in the profitable growth of the combined business”

said Pieter Hooft, MD UK Investments LMS Capital plc.

“This acquisition is an important development for all our customers and employees” said Chris

Bithell, Managing Director of 7global. “I am personally very excited about the opportunities

the future holds for us and am very confident that 7global will play a major role in the

development of 365 iT.”

Notes to the Editor

1. 365 iT plc was founded in 2005 and now employs over 85 people. Through its wholly owned

subsidiaries (365 iTechnology Ltd, 5i Ltd and 7 Global Group Ltd), the Group provides an

extensive range of IT services and solutions that address the nine strategic functional areas in

IT operations and management: IT Managed Services, Unified Communications, Business

Continuity, Data Backup, IT Security, Virtualisation, Networks, Storage Solutions and

Infrastructure Solutions.

2. 7global will continue to operate under its brand and name and will trade as a wholly owned

subsidiary of 365 iT plc. All 7global’s executives and employees will remain with the enlarged

365 iT group. 7global provides a range of support services and IT managed services including

hosted Microsoft Dynamics CRM, software and server hosting and Software as a Service (Saas)

delivery from its data centres including its ISO 27001 registered data centre located in the

former bullion vaults of the Bank of England in Liverpool.

3. LMS Capital plc is an international investment company whose shares are listed on the

London Stock Exchange. The investment portfolio comprises investments in both the US and

UK, with a spread of early stage and second round technology investments, development

capital and mature company buy-outs.

Enquiries:

Stephen Bean

Marketing-Alliance,

Tel: +44 (0) 7747 100000

www.365iTechnology.com

www.7global.com