Secrets to Effective Channel Marketing
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Direct, mobile, online, social, print, event – what do all these words have in common? They’re all forms of marketing. And in today’s market, it can be overwhelming for small businesses to develop and execute an effective marketing campaign, especially with limited resources. Join us to hear about the pros and cons of different marketing methods, how each can be leveraged successfully, and which marketing efforts might work best for your business. In this presentation from Tom Perry of Sherpa Marketing, gain marketing objectives specific to the channel and share insights on how to build an effective marketing plan to meet your company goals. Access the full EMEA Conference information from CompTIA at http://www.comptia.org/emea/agenda or access CompTIA's suite of education and research at www.comptia.org.
Transcript of Secrets to Effective Channel Marketing
SECRETS TO EFFECTIVE CHANNEL MARKETING TOM PERRY CEO -‐ SHERPA MARKETING
Catchy eh ?
The Secrets to Effec-ve Channel Marke-ng
Direct, mobile, online, social, print, event – what do all these words have in common? They’re all forms of marke-ng. And in today’s market, it can be overwhelming for small businesses to develop and execute an effec-ve marke-ng campaign, especially with limited resources. Join us to hear about the pros and cons of different marke-ng methods, how each can be leveraged successfully, and which marke-ng efforts might work best for your business. We’ll focus on marke-ng objec-ves specific to the channel and share insights on how to build an effec-ve marke-ng plan to meet your company goals.
How About we PRIORITISE ?
The Secrets to Effec-ve Channel Marke-ng
Direct, mobile, online, social, print, event – what do all these words have in common? They’re all forms of marke-ng. And in today’s market, it can be overwhelming for small businesses to develop and execute an effec-ve marke-ng campaign, especially with limited resources. Join us to hear about the pros and cons of different marke-ng methods, how each can be leveraged successfully, and which marke-ng efforts might work best for your business. We’ll focus on marke-ng objec-ves specific to the channel and share insights on how to build an effec-ve marke-ng plan to meet your company goals.
One of my main themes today…….
One of my main themes today…….
THE IT BUYER
3 Phases the Buyer Goes Through..
Awareness Considera-on Decision
OR ..
KNOW LIKE TRUST
The TacMcs Have Changed
The IT Buyer Journey …..
57% of the purchase decision is complete before a customer even calls a supplier
67% of the Buyer journey is done digitally
Average 18.2 engagements in buying process
Emphasis has Moved…. potenMally
90% MARKETING
10% SELLING
IT VAR’s are the exact
opposite of this
TacMcs are NUMEROUS
90% MARKETING
10% SELLING
B2B MarkeMng Today
Lets
BUT FIRST! THE MARKETING ECOSYSTEM
MARKETING SHOULD BE SIMPLE
20% STRATEGY
80% EXECUTION
Strategic Goals Corporate Messaging
Marketing Strategy Value Proposition
Marketing Eco System
Demand Generation Communications
Press & Social Media ROI Reporting
Sales Alignment Vendors Leverage / ROI
The Basic Infrastructure Layer …..
Web & Social Marketing Automation CRM
The Infrastructure Layer is now CLOUD based…..
Web & Social Marketing Automation CRM
MarkeMng Ecosystem
Customer & Prospect Comms
Product Marketing
Web & Social Marketing Automation CRM
Customer Advocacy
References / Case Studies
Content Marketing
Demand Generation Campaigns
PR / Media & Events
THE BRIEF
SPECIFICS WE ARE GOING TO COVER
Data
Content
Online
Social
Events
Advocacy
DATA
Data, Data, Data – Quick Wins / To Do
§ Your List is Your Future Revenue
§ Structure correctly so you can …..
§ Segment & Segment Again
§ Niche Down as Far as You Can
§ Customer Avatar
§ Update Regularly
§ Use Regularly
§ Bolster Whenever You Can
§ Stay LEGAL
Data, Data, Data – Quick Wins / To Do
§ Your List is Your Future Revenue
§ Structure correctly so you can …..
§ Segment & Segment Again
§ Niche Down as Far as You Can
§ Customer Avatar
§ Update Regularly
§ Use Regularly
§ Bolster Whenever You Can
§ Stay LEGAL
CONTENT MARKETING
• Non Promotional
• Relevant to Reader
• Closes a Gap in Knowledge
• Well Written
• Relevant to your Core Offer
• Provides Proof
CONTENT – where to start
§ Create or Borrow & Adapt
§ Chop Up & Cascade – One ar-cle
§ 4 Blogs, § 40 tweets, § 10-‐20 LinkedIn Updates, § 4 FB ads ……..
§ Recycle & Re-‐Use
§ Use Social placorm to Automate & Plan
CHANNELS… DIRECT & EMAIL
EMAIL -‐ why
§ Why its here to stay & useful:
1. Its not social its one to one – if wri]en correctly 2. People rely on e mail daily 3. It delivers response 4. Few other opMons come close for measurability 5. Customers expect you to inform them & take technical
leadership 6. With long sales cycles & ‘compelling event’ buying you
need to remain front of mind with customers & prospects
7. Its relaMvely cost effecMve
EMAIL TIPS for Success / Leverage
§ Always A / B test subject lines & headlines within e mails
§ Try & s-ck to single subject emails with mul-ple Calls to ac-on
§ Try plain text & HTML & combined
§ Use proof points in each e mail – where your reader can get corrobora-on of what you are saying / promo-ng
§ It is not a one -me event but a consistent effort regularly delivered
§ Get some help with copy & test image led & text led
http://www.copyblogger.com/37-email-marketing-tips/
Direct Mail
DIRECT -‐ TIPS for Success / Leverage
§ Get some copy help / swipe & deploy
§ S-ck with Headline, Offer, Deadline, Tes-monial, Personalisa-on, Guarantee, Mul-ple CTA’s
§ Tell a Story if it helps
§ Use Bullets / List
§ Test to a small sample – postage is expensive
§ Use to compliment other tac-cs
ONLINE – where we drive people to….
GET FOUND
GET FOLLOWED
ENGAGE
ONLINE – Your Window on the World
ONLINE – Tips for Leverage
§ Keep your content updated
§ Collect details for your list from your web site – landing pages = key
§ BLOG
§ Leverage & U-lise SOCIAL
§ Get a LinkedIn & Facebook co. page – test but also for data cleansing
§ Test FB or LI Adver-sing – small £10 per day will tell you loads
§ Try some PPC
§ Ensure you have SEO & Google Analy-cs working (its free)
§ Run some webinars or at least introduce them as a qualifica-on tool
SOCIAL
SOCIAL CONTENT – Quickly Consumed….
SOCIAL – please get an aggregaMon plaform !!
SOCIAL – please get an aggregaMon plaform !!
SOCIAL – please get an aggregaMon plaform !!
PRINT -‐ ?
Unless:
• Fully researched by You • References / Case Studies • 90+% Specific • Combined with other tactics • Audited • Measurable
WE ARE NOT BRAND BUILDING
EVENTS
But be Selective & Plan Well
EVENTS – Top Tips …..
§ In house vs. External
§ Bums on Seats !!
§ Internal Events -‐ Point of Difference Needed – Guest Speaker – Varied Agenda for Prospects & Customers – Messaging that’s Different – Great / Different Venue
§ External Events – Managed as Project – Team – Marke-ng, Sales, Ops, Exec – Promo-onal Team-‐ well trained , knowledgeable – PR Around Anendance – Product Demo ability – live preferred – Exac-ng Follow Up
CUSTOMER ADVOCACY…
"Customer advocacy - the idea that your customers will go beyond mere loyalty to your products and services and actively promote them among friends and associates." David Murphy, Marketing Direct
CUSTOMER ADVOCACY…
CUSTOMER ADVOCACY… Delivery
§ VITAL part of today’s mix & the are many levels of advocacy:
– Video Case Study – Wrinen Case Study Branded – Wrinen Case Study – Vanilla – Tes-monial – Quotes
– Willingness to do Reference Calls – Willingness to do Reference Mee-ng – Willingness to Speak at Your Events – internal or external
SPECIFICS WE HAVE COVERED
Data
Content
Online
Social
Events
Advocacy
YOUR TURN…..
Your Starter for 10 ….
Your Starter for 10 ….
Technology Companies – UK - no marketing department
Marketing is Complex – use an expert to help you build
Email, Social, Events, Web Site, Content
SUMMARY
Summary
Building Blocks Message Channels
Take Aways
§ Make a Start but please……….
§ PRIORITISE
§ Assess your current or build a simple INFRASTRUCTURE
§ Blend Tac-cal Ac-vi-es together
§ Test & Test Again
§ LAYER Your Marke-ng Over Weeks & Months
§ Make Time – 3 hours per week will make a MASSIVE difference
RESOURCES
www.sherpamarketing.co.uk/comptiaevent • Slides • B2B Marketing Essentials Guide • 2015 Marketing Planning Documents
Up Next
§ 12.00 – Demys-fying the Business Awards Process – 5th floor Mountbanen Room
§ 13.00 – Conference Lunch in the Exhibit Hall – 5th floor Mountbanen Lounge
§ 14.00 – Maximising Your Partnering Opportuni-es to Grow Your Business
– 6th floor Mountbanen Room
THANK YOU.
