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…….

3
Phases
the
Buyer
Goes
Through..
Awareness
Considera-on
Decision

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

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
CRM Automation

The
Infrastructure
Layer
is
now
CLOUD
based…..
CRM Automation

MarkeMng
Ecosystem
Customer &
Prospect Comms
CRM Automation
Product Marketing
Customer
Advocacy
References / Case Studies
Content Marketing
Demand
Generation
Campaigns
PR / Media &
Events

SPECIFICS
WE
ARE
GOING
TO
COVER
Data
Content
EMAIL
Online
Social
Print
Events
Advocacy

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

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
-‐
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
CONTENT
–
Quickly
Consumed….

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…
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
EMAIL
Online
Social
Print
Events
Advocacy

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
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

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