Easy Marketing Hacks for Channel Partners (Like You!) Part 1: Master the Basics: Simple Tips for Budgeting, Branding and Messaging

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WELCOME!
Part 1: Master the Basics: Simple
Tips for Budgeting, Branding &
Messaging
Part 2: How You Can Win on the
Web – Today and in 2017
Part 3: Lead Gen 101: The Anatomy
of a Wildly Successful Marketing
Campaign

TODAY WE’RE DISCUSSING…
PART 1: YOUR BUDGET 9
PART 2: YOUR PLAN 13
PART 3: YOUR BRAND 22
PART 4: YOUR MESSAGE 28
Q & A 41

V
WHO IS MOJO?
V
Telecom, IT, and
Cloud Only
Have helped dozens
of carriers, agents and
VARs improve their
revenues and branding.
We have
LOTS of data
on what works

Angela Leavitt
Founder & Chief Mojo-Making Officer
15+ years of sales & marketing
9 years in Channel marketing
Speaker of Channel Partners, ITExpo,
CompTel
Richard Olympia
Client Mojo-Maker
Degree in marketing
10+ years of sales & marketing
3 years in Channel marketing
Today’s Presenters

HOUSEKEEPING
Save questions for the end.
– Put them in the “Questions” box. We will answer them all!
Do you tweet? Use #EasyMktgHacks
– You can also tag us with @MojoMktg
Want the slides? Great!
– Send your feedback to info@gimmemojo.com

WHY NOW?
ECONOMIC
Mergers & acquisitions
Companies outsourcing &
downsizing
SOCIAL
“The Connection
Economy”
Your network
has never been
more valuable
More options
than ever
TECHNOLOGY
Cloud changes everything
Moore’s Law – going exponential
IT & Telecom are blending

You need more fish
You need bigger fish
You need to catch them faster
Time is accelerating, and time
is money
WHAT DOES THIS
MEAN?

YOUR BUDGET

U.S. Small Business
Association
Recommendation:
Less than $5M annual revenue =
7 – 8% of revenue on marketing
WHAT SHOULD MY
MARKETING BUDGET BE?

WHAT SHOULD MY MARKETING BUDGET BE?
7 – 8% of Revenue on Marketing
Revenue Annual Budget Monthly Budget
$500,000 $35,000-$40,000 $2,900-$3,300
$1 million $70,000-$80,000 $5,800-$6,600
$5 million $350,000-$400,000 $20,000-$33,000
3% of Revenue on Marketing
Revenue Annual Budget Monthly Budget
$500,000 $15,000 $1,250
$1 million $30,000 $2,500
$5 million $150,000 $12,500
LET’S BE CONSERVATIVE, AT 3%

Most important?
Think of your marketing
budget like an investment
portfolio.
Pick somewhere to start. And
start!
WHAT SHOULD MY
MARKETING BUDGET BE?

YOUR PLAN

MARKETING PLAN STEP 1: ANALYSIS
Review all data from previous year
– Website traffic
– Email stats
– Social stats
– Leads generated
– Closed deals
What worked?
What didn’t?

Where is your funnel ‘fat’?
Where is it ‘lean’?
Where do people fall out?
WHY do people fall out?
– Hint: This is where your content
marketing focus should be!
YOUR
FUNNEL

These are the MOST IMPORTANT questions
Reasons why it worked
– Strategic partnership
– Right message
– Right time
– Warm audience
Reasons why it may not have worked
– Wrong target audience
– Wrong message
– Bad timing
– Lack of consistency
– Lack of quality
– Lack of creativity
WHY and WHY NOT?

MARKETING PLAN STEP 2: GOALS
Based on your analysis, set specific
goals
– New leads
– New customers
– New revenue
– Upsell revenue
– Web traffic
– Social reach
– Email list growth

MARKETING PLAN STEP 3: STRATEGY
Create a strategy for each goal
– Website updates
– Lead nurturing with email automation
– Explainer video
– Speaking gigs
– Social stats
Questions to answer
– Why?
– How will this help us accomplish our goals?
– How will we measure?

MARKETING PLAN STEP 4: PRIORITIZE
Starting with what worked best
Then focus on the biggest problem
areas of your funnel
Create a good mix
Measure everything!

MARKETING PLAN STEP 5: ORGANIZE
Annual
– Home page refresh (2 / year)
– SEO tune-up
Quarterly
– Lead gen campaign
– Lunch & Learn
Monthly
– Email newsletter
– Case study / infographic
Weekly
– Blog post
– Video update
Daily
– Social updates
CALENDAR METHOD

MARKETING PLAN STEP 5: ORGANIZE
Persona 1: CIO
– Infographics
– Lunch & Learns
– Digital ads on CIO.com
Persona 2: CFO
– White papers
– Case studies
– Webinars
Persona 3: Partner
– In person events
– Videos
– Social media
Use this method for vertical markets
PERSONA METHOD

Marketing Plan Example

YOUR BRAND
AND WHY IT MATTERS

There are 5 obstacles in
every sale – no need, no
money, no hurry, no
desire, no trust.

VERY important to understand
Crocodile brain (brain stem)
－ First point of contact
－ Controls fight or flight
－ Evaluates very quickly
First, can you capture my attention?
Second, are you trustworthy?
This is all sub-conscious.
WHAT MAKES
PEOPLE BUY? PRIMATE
MAMMAL
REPTILIAN

TRUST EXERCISE
Based ONLY on their website home pages, which of
these companies would you do business with?

EFFECTIVE BRAND CHECKLIST
Look Professional
Current, consistent
design
Website
Emails
Collateral
Look Trustworthy
Partner logos –
”borrowed credibility”
Testimonials, Case
Studies
PR, Awards
Look Alive
News feed? Update it.
Blog? Post to it.
Twitter link? Tweet!
If not, take it down.

YOUR MESSAGING
“If you can explain your prospect’s pain better than they can explain
it themselves, they will automatically assume that you know how to
solve the problem.”
AUTHOR UNKNOWN

You Must Understand…
1. Exactly who you are
2. Exactly who your target audience is
3. Exactly what your target audience’s pain points are
ONLY then will you be able to develop messaging
that breaks through the noise and moves your
prospect to ACT

WHAT do you provide?
What BENEFITS do you offer?
Save time & money
Reduce stress
Reduce risk
What is your voice?
Business-like?
Casual?
Controversial?
Professional?
Edgy?
IBM or GoDaddy?
BE AUTHENTIC. BE YOU!!
WHO ARE YOU?

WHO IS YOUR AUDIENCE?
Demographics
Age, Income, Race, Gender, Part of the Country, etc.
Hobbies/Interests

YOUR AUDIENCE’S PAIN POINTS
Triggers
Problems
Questions
You are the doctor!
If you don’t understand
the pain, you can’t cure
their ailments!
OTHER
TERMS
WHY SO
IMPORTANT?

WE UNDERSTAND THE PAIN. NOW WHAT?
80-90% of what your messaging
should attempt to SOLVE PAIN!
Why? This is how you become…
– Trusted
– A thought leader
– Non-threatening
– A go-to person

• The battle for a position in
the current thoughts, beliefs
and values held by your
prospect.
• Finding a streamlined
entrance into the mind
(through all of the noise)
POSITIONING

What is the tallest mountain
in the world?
－ (what was the second?)
Who was the 1st man on the
moon?
－ (who was the second?)
Who was the 1st person to fly
solo across the North
Atlantic?
－ (who was the second?)
POSITIONING

Can you call you or your
company…
－ The FIRST at anything
－ The ONLY something
－ The LARGEST anything
－ Any of these “in your city” or
“in a vertical” or “in a
technology”
This position is a shortcut
into your prospect’s mind.
This is NOT the same as
BEST.
POSITIONING “We are the only
telecom agency in
Arizona that turns a
bill analysis in 24
hours.”
“We are the largest
Cloud Provider in the
New York
metropolitan area.”

SO…
You know who you are and aren’t
You’ve narrowed in on your target
You understand their pain
Now… ADDRESS THAT PAIN! (In their language!)
Sorry, we don’t
speak “Starbucks.”
LARGE MEDIUM SMALL

EXAMPLE
Pain point: “Cloud is a big hairy monster.”
Niche Market: Legal
Solutions:
NOT: Buy cloud from us today! We’re the best!
WEB BANNER
Compared to legal battles,
Cloud is a cakewalk.
WHITE PAPER
7 Ways to Simplify Law Firm Communications
Through Cloud
BLOG POST
Is Your Law Firm Considering
Cloud? 10 Do’s & Don’ts
CASE STURY
How ABC Law Firm
Implemented Cloud (And Lived
to Tell About It)
WEBINAR SERIES
Solving the Cloud Puzzle for Law Firms

PRINCIPLES FOR SUCCESS
MEASURE
EVERYTHING
CRAWL 
WALK 
RUN
CONSISTENCY
& PATIENCE

THERE’S MORE
WHERE THIS
CAME FROM!
Part 2: How You Can Win on the
Web – Today and in 2017
Part 3: Lead Gen 101: The Anatomy
of a Wildly Successful Marketing
Campaign
JOIN US!

Easy Marketing Hacks for Channel Partners (Like You!) Part 1: Master the Basics: Simple Tips for Budgeting, Branding and Messaging

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