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Why Partners Must Embrace Digital Marketing Slides

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Why Partners Must Embrace Digital Marketing Slides

  1. 1. Why Partners Must Embrace Digital Marketing Top 10 things you can do to enable partners to use digital marketing effectively.
  2. 2. 2 Steven Kellam SVP, Sales & Marketing CCI | Global Channel Management PRESENTERS Heather K. Margolis President and Founder Channel Maven Consulting
  3. 3. 3 WHAT WE’LL DISCUSS Why Is Digital Marketing so Important to the channel? 1 2 3 4 The new buyers journey Top 10 things you need to do today to enable partners to use digital marketing effectively Summary
  4. 4. Why Is Digital Marketing Important to the Channel?
  5. 5. 5 WHAT - SOCIAL MEDIA IS NOT… FOR BUSINESS ANYWAY Social media is a big part of digital marketing. Channel Maven Consulting © 2015
  6. 6. 6 WHAT - SOCIAL MEDIA IS NOT… FOR BUSINESS ANYWAY Social media is a big part of digital marketing. Channel Maven Consulting © 2015
  7. 7. 7 WHAT - SOCIAL MEDIA IS NOT… FOR BUSINESS ANYWAY Social media is a big part of digital marketing. Channel Maven Consulting © 2015
  8. 8. 8 THE CUSTOMER BUYING PROCESS – THEN Awareness Purchase Channel Maven Consulting © 2015
  9. 9. 9 THE CUSTOMER BUYING PROCESS – NOW Search Ask a Friend Awareness Review Sites Ask on Twitter Ask on LinkedIn Hear About Substitute on LinkedIn Hear from Competitors Purchase Channel Maven Consulting © 2015
  10. 10. 10 THE CUSTOMER BUYING PROCESS – NOW Search Ask a Friend Awareness Review Sites Ask on Twitter Ask on LinkedIn Hear About Substitute on LinkedIn Hear from Competitors Purchase Channel Maven Consulting © 2015
  11. 11. 11 TREND – INCREASE YOUR DIGITAL FOOTPRINT B2B research is self-directed. 0% 57% of the way towards making a decision before reaching out to a potential vendor 100%
  12. 12. 12 THE NEW BUYERS JOURNEY http://bit.ly/ZMOT_CCI
  13. 13. 13 WHAT DOES THIS MEAN FOR PARTNERS TODAY? Channel Maven Consulting © 2015
  14. 14. 14 TOO MUCH NOISE Channel Maven Consulting © 2015
  15. 15. 15 BE WHERE THEY WANT WHEN THEY WANT Channel Maven Consulting © 2015
  16. 16. 16 AND THEY NEED TO DO IT WITHOUT BEING… This Guy! Channel Maven Consulting © 2015
  17. 17. 17  Just one marketing employee  A shoestring budget  No marketing experience… • Or think they know everything  Confused about where to start  Too many resources from multiple Vendors OTHER PARTNER CHALLENGES Channel Maven Consulting © 2015
  18. 18. 18 TREND – INCREASE YOUR DIGITAL FOOTPRINT B2B research is self-directed. 0% 57% of the way towards making a decision before reaching out to a potential vendor 100%
  19. 19. Top 10 Things You Need To Do Today to Enable Partners to Use Digital Marketing Effectively
  20. 20. 20 Help Partners Differentiate Themselves #1 Channel Maven Consulting © 2015
  21. 21. 21 HELP PARTNERS DIFFERENTIATE THEMSELVES Channel Maven Consulting © 2015
  22. 22. 22 HELP PARTNERS DIFFERENTIATE THEMSELVES LOITHERSTEIN Channel Maven Consulting © 2015
  23. 23. 23 HELP PARTNERS DIFFERENTIATE THEMSELVES Heather Margolis Channel Maven Consulting © 2015
  24. 24. 24 THE MOST DOWNLOADED WOMAN ON THE WEB Channel Maven Consulting © 2015
  25. 25. 25 Heather K. Margolis Channel Maven Consulting © 2015
  26. 26. 26  Assess their current status  Search for them online  Help Partners Leverage keywords  Suggest ways they can differentiate their name (corporate and executives)  Give Partners resources to do SEO and create content  Stop short of rebranding…it’s not worth it! WHAT CAN YOU DO? Channel Maven Consulting © 2015
  27. 27. 27 Show Partners How to Build an Online Presence #2 Channel Maven Consulting © 2015
  28. 28. 28 HELP PARTNERS BUILD A PROFESSIONAL ONLINE PRESENCE Channel Maven Consulting © 2015
  29. 29. 29 SHOW PARTNERS HOW TO UPDATE PROFILES Channel Maven Consulting © 2015
  30. 30. 30 AND HOW TO HIDE THIS… Vacation photos on Facebook An incomplete profile on LinkedIn Channel Maven Consulting © 2015
  31. 31. 31 SHOW PARTNERS HOW TO UPDATE CONNECTIONS Channel Maven Consulting © 2015
  32. 32. 32 Build Educational Materials that Really Work #3 Channel Maven Consulting © 2015
  33. 33. 33 WE KNOW IT’S BEEN SAID BUT… “Give a person a fish and you feed them for a day. Teach a person to fish and you feed them for a lifetime.” Create a good tutorial and they can teach themselves how to fish. Channel Maven Consulting © 2015
  34. 34. 34  Webinars  Guides  Executive blogs  Educational videos  Partner Summit content VEHICLES FOR EDUCATING YOUR PARTNERS Channel Maven Consulting © 2015
  35. 35. 35  Driving demand using social media  Using LinkedIn to actively prospect  Making your website a lead generation machine  Launching a successful event  Using Twitter for B2B  Executing an integrated marketing plan  Using Sales Navigator to prospect TEACH THEM MORE THAN JUST YOUR SOLUTIONS Channel Maven Consulting © 2015
  36. 36. 36 Lead by Example#4 Channel Maven Consulting © 2015
  37. 37. 37 LEAD BY EXAMPLE You Your Partners Channel Maven Consulting © 2015
  38. 38. 38 REMEMBER: DO NOT BOMBARD You Your Partners Other Vendors Channel Maven Consulting © 2015
  39. 39. 39  Use your Partner list to find Partners on social media  Connect with Partner executives on LinkedIn  Follow Partner pages on LinkedIn and Twitter FIND YOUR PARTNERS Channel Maven Consulting © 2015
  40. 40. 40 BUILD THEM A GROUP Channel Maven Consulting © 2015
  41. 41. 41 FOLLOW PARTNERS’ COMPANY PAGES This is a 2-way relationship! Channel Maven Consulting © 2015
  42. 42. 42 PUSH CONTENT FROM YOUR TWITTER PROFILE And don’t forget to follow your Partners! Channel Maven Consulting © 2015
  43. 43. 43 FACEBOOK PAGE Channel Maven Consulting © 2015
  44. 44. 44 YOUR CHANNEL BLOG Channel Maven Consulting © 2015
  45. 45. 45 Help Partners Build Their Audience #5 Channel Maven Consulting © 2015
  46. 46. 46 PARTNERS HAVE AN AUDIENCE… They Just Need Help Finding It Channel Maven Consulting © 2015
  47. 47. 47 THERE ARE A LOT OF OPTIONS OUT THERE… …Ensure Your Partner’s Audience is Choosing Them! Channel Maven Consulting © 2015
  48. 48. 48  To be relevant  To follow their customers on their social  To retweet / stalk / repost / stalk / congratulate /stalk / welcome / stalk / thank / promote / make-out with / pat on the back / make fun of (if they “get” that) On social media in the most non-creepy way possible! THAT MEANS YOU NEED TO TEACH THEM… Channel Maven Consulting © 2015
  49. 49. 49 Encourage Partners to Push Relevant Content #6 Channel Maven Consulting © 2015
  50. 50. 50 SHARE VALUABLE CONTENT Channel Maven Consulting © 2015
  51. 51. 51 SHOW PARTNERS HOW TO SHARE CONTENT Channel Maven Consulting © 2015
  52. 52. 52 CREATING A LIST AUDIENCE Channel Maven Consulting © 2015
  53. 53. 53 Okay… Now Just Give It to Them #7 Channel Maven Consulting © 2015
  54. 54. 54Channel Maven Consulting © 2015
  55. 55. 55 Give Partners the Tools to Push Content #8 Channel Maven Consulting © 2015
  56. 56. 56 FREE BUT NO CHANNEL FEATURES Tweet Deck  View  Automate  Stories Channel Maven Consulting © 2015
  57. 57. 57  Do NOT recreate your portal  Think about what Partners need as they are walking into a customer’s door  Consider what you do on a mobile app and what you don’t  Look at who is signing up! MOBILE APPS Channel Maven Consulting © 2015
  58. 58. 58 Remember… SEO Is Digital Marketing Too! #9 Channel Maven Consulting © 2015
  59. 59. 59 FINDING KEYWORDS Channel Maven Consulting © 2015
  60. 60. 60 ON-PAGE SEO: ONLY 25% OF THE EQUATION Channel Maven Consulting © 2015
  61. 61. 61 OFF-PAGE SEO: 75% OF THE EQUATION Get links into your site. Channel Maven Consulting © 2015
  62. 62. 62 ANCHOR TEXT DOES MAKE A DIFFERENCE Case A To learn more about Company XYZ’s work shifting solutions click here. Case B Please visit Company XYZ, to learn more about work shifting solutions. Case C Visit Company XYZ to learn more about work shifting solutions. Channel Maven Consulting © 2015
  63. 63. 63  Educational videos/guides/blogs  MDF  Consulting services  Enable your field marketing teams HOW CAN YOU HELP WITH SEO? Channel Maven Consulting © 2015
  64. 64. 64 Make Sure Partners Feel the Love #10 Channel Maven Consulting © 2015
  65. 65. 65 HIGHLIGHT PARTNERS AND SOCIALIZE RIGHT Channel Maven Consulting © 2015
  66. 66. 66  Help Partners feel successful  Amplify posts via retweets and shares  Interact with Partners via @mentions and #hashtags POSITIVE REINFORCEMENT Channel Maven Consulting © 2015
  67. 67. 67 Digital Marketing is no longer an option in B2B, your customers expect and look for your Partners to be on social. Social selling and social listening are the trending changes to the sales cycle and by helping Partners become better marketers, you capture mindshare. All of this is why you need to: SUMMARY 1) Help Partners Differentiate Themselves 2) Show Partners How to Build an Online Presence 3) Build Education Materials that Work 4) Lead By Example 5) Help Partners Build Their Audience 6) Encourage Partners to Push Relevant Content 7) Okay…Now Just Give It to Them 8) Give Partners the Tools to Push Content 9) Remember… SEO Is Social Too! 10) Make Sure Partners Feel the Love Channel Maven Consulting © 2015
  68. 68. 68 Steven Kellam SVP, Sales & Marketing CCI | Global Channel Management steven.kellam@channelmanagement.com www.channelmanagement.com THANK YOU! QUESTIONS? Heather K. Margolis President and Founder Channel Maven Consulting heather@channelmavenconsulting.com www.channelmavenconsulting.com

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