hosted by

The fully-certified Hubspot Gold Partner
RICHARD STRANGE
Situation
•
•
•
•
•
•
•
•

Living life at the coal face
Often Late in the buying cycle
Branded Keywords are tough
Overshad...
TRUST CURVE
product research stage
hard to diff – it’s down
to prices and offers
START
•
•
•
•

Personas
Differentiate
Personality
Demonstrate your Service, Experience
and Sectors
Content
•
•
•
•
•
•
•
•
•
•
•
•

YouTube - transcripts
Optimise pages on solutions
Get decks and pdfs
Rewrite
Reformat, re...
Reformat and Repurpose Content
•
•
•
•
•
•

Vendor website
YouTube - transcripts
Optimise pages on solutions
Get decks and...
Original Sources
•
•

Look in Sales’ & Service emails
Collaborate with Vendor
–
–
–
–

•
•
•
•

•

product managers
channe...
SEO and keywords
• Google page #1
–
–
–
–

•
•
•
•

wiki
youtube
vendor
product url

Go long, go solutions, go problems
Un...
Progressive
• Use forms to gather intelligence
– for sales
– for marketing

• Use TYPs
• Ask in email – what to do you
wan...
PAID MEDIA
•
•
•
•
•
•

Be selective on PPC
Branded keywords – quality score
Consider social media advertising
Content CTA...
PERSONALISE
• by industry
• product
• content on the page
Lead Nurture
• Qualify and learn
• Use it to show off
your customer service
• Don’t jump in too fast

• Use it to show how...
Social Media
•
•
•
•
•

Groups
Twitter – your new PR wire – feed them
Where your customers are
Twitter – follow the vendor...
BE INBOUND
•
•
•
•

Transform your organisation
Whole of company
Whole of channel and customer chain
Be helpful, useful an...
Analytics
• For ROI and co-marketing – measure
• ROI at marketing ‘event’ level
• Better qualified sales leads
hosted by

The fully-certified Hubspot Gold Partner
How to do Inbound Marketing for resellers - a quick start guide
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How to do Inbound Marketing for resellers - a quick start guide

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If you're in the IT channel, a reseller, franchisee, here's a quick start guide to Inbound Marketing and Content Marketing

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  • used to being at the coal face now you’re coming back down the lines getting involved earlier
  • Luckily Vendors aren’t great with marketing and content marketing
  • Luckily Vendors aren’t great with marketing and content marketing
  • Luckily Vendors aren’t great with marketing and content marketingSeed content early for upcoming events and exhibitions
  • How to do Inbound Marketing for resellers - a quick start guide

    1. 1. hosted by The fully-certified Hubspot Gold Partner
    2. 2. RICHARD STRANGE
    3. 3. Situation • • • • • • • • Living life at the coal face Often Late in the buying cycle Branded Keywords are tough Overshadowed by the vendor in results Selling identical products Leads are location led: UK/regional/local Dominance of sales not marketing Co-marketing is a challenge
    4. 4. TRUST CURVE product research stage hard to diff – it’s down to prices and offers
    5. 5. START • • • • Personas Differentiate Personality Demonstrate your Service, Experience and Sectors
    6. 6. Content • • • • • • • • • • • • YouTube - transcripts Optimise pages on solutions Get decks and pdfs Rewrite Reformat, rename, re-brand Images – rename long tail Look in Sales’ emails Webinars – again get vendor Get vendor to guest blog Case studies LinkedIn discussions, vendor portals Put out lots of help and service content + customer services • • • Original content Reviews – you’re at the coal-face Vendor has: – – – – • • • • • • product managers channel managers territory managers vertical and bus transformation No follow links to the vendor Simplify blogs for the real people and their bosses – make it easy to say yes Get your badges on show Be the most talked about Follow the vendor’s calendar seed content early for upcoming events and exhibitions
    7. 7. Reformat and Repurpose Content • • • • • • Vendor website YouTube - transcripts Optimise pages on solutions Get decks and pdfs Questions in vendor webinars Rewrite, reformat, rename, rebrand • Images – rename long tail • Case studies • Put out lots of help and service content - + customer services • No follow links to the vendor • Simplify blogs for the real people and their bosses – make it easy to say yes • Get your badges on show • Be the most talked about • Follow the vendor’s calendar
    8. 8. Original Sources • • Look in Sales’ & Service emails Collaborate with Vendor – – – – • • • • • product managers channel managers territory managers vertical and bus transformation Webinars – again get vendor Get vendor-people to guest blog Case studies LinkedIn discussions, vendor portals Put out lots of help and service content - + customer services • Reviews – you’re at the coalface – X vs Y • LinkedIn discussions, vendor portals • Follow the vendor’s calendar • Seed content early for upcoming events and exhibitions • Hire Industry Bloggers and Trade Mag Journos/Editors
    9. 9. SEO and keywords • Google page #1 – – – – • • • • wiki youtube vendor product url Go long, go solutions, go problems Understand Hummingbird No follow link exchanges Bag the product name URL?
    10. 10. Progressive • Use forms to gather intelligence – for sales – for marketing • Use TYPs • Ask in email – what to do you want from us?
    11. 11. PAID MEDIA • • • • • • Be selective on PPC Branded keywords – quality score Consider social media advertising Content CTAs in trade email newsletters Mini events – have a content agenda – ask Consider sponsorship – for content and building family
    12. 12. PERSONALISE • by industry • product • content on the page
    13. 13. Lead Nurture • Qualify and learn • Use it to show off your customer service • Don’t jump in too fast • Use it to show how simple it is working with you • Show them how you’re different
    14. 14. Social Media • • • • • Groups Twitter – your new PR wire – feed them Where your customers are Twitter – follow the vendor Leverage your whole company
    15. 15. BE INBOUND • • • • Transform your organisation Whole of company Whole of channel and customer chain Be helpful, useful and interesting
    16. 16. Analytics • For ROI and co-marketing – measure • ROI at marketing ‘event’ level • Better qualified sales leads
    17. 17. hosted by The fully-certified Hubspot Gold Partner
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