Why Your MDF Program Is Broken (And How To Fix It)
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The world of communications is very different from when MDF programs were first developed. Learn how to be more relevant in an increasingly fragmented buyer’s journey.
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Why Your MDF Program Is Broken (And How To Fix It)
- 1. WHYYOUR MDF PROGRAM ISBROKEN (& HOW TO FIX IT)
- 2. MDFPROGRAMSARE Market development funds should be the ultimate proof of partnership between technology vendors and channel partners. Unfortunately, these programs were designed in the 1980s and the world of communications is very different these days.
- 3. SELLERSARENOLONGERINCONTROL. POWERHASSHIFTEDTOTHEBUYERS. And these buyers are 65TO 90% OFTHEWAY THROUGH APURCHASINGDECISION before they even speak to a salesperson. FORRESTER RESEARCH
- 4. 75%OFB2BBUYERS AREUSINGSOCIAL NETWORKS to search for solutions to business challenges. IDC
- 5. Potential customers want to know how you can help them solve their challenges and achieve their goals.
- 6. Cold calling, generic email blasts and other outdated tactics no longer work.
- 7. SOWHATARE THEPROBLEMSWITHYOUR MDFPROGRAM? Anybody who’s ever been involved with MDF programs will tell you there’s never enough money to go around.
- 10. Most channel partners will admit they’re not very good at marketing. They’re so busy dealing with clients and prospects that it’s just not a priority. LACK OF SKILLS
- 11. Vendors like to think of their products and services as complete solutions but they’re only one piece of the puzzle that partners have to deal with. UNREALISTIC EXPECTATIONS
- 12. MEASURING SUCCESS There’s an ongoing sense of disconnect between buying and selling cycles. Sales team are focused on quarterly targets but the buyer’s journey usually takes a lot longer.
- 13. FOCUS ON PRODUCT Too much technology marketing is focused on products and services rather than customer goals and challenges.
- 17. 3OUTOF4business buyers conduct more than half of their research online before making an offline purchase. FORRESTER RESEARCH What content are you producing to answer their questions?
- 18. CONSIDER THESE STATS... 70% 61% 3X LEADS ofpeoplewould ratherlearnabouta companythrough articlesrather thanads. Contentgenerates threetimesasmany leadsastraditional outboundmarketing butonaverageitcosts 62%less. ofB2Bbuyerssaytheir chosenvendordelivered abettermixofcontent foreverystageof theirjourney. AXONNMEDIA DEMANDGEN DEMANDMETRIC
- 19. Theworldhas CHANGED Time-shifting technology has allowed viewers to skip ads between programs. Ad blockers allow customers to remove advertising from the online experience altogether. Brands who push their own agenda on social media are increasingly ignored.
- 20. Content must educate, entertain and make your audience feel something.
- 21. So what does good content look like?
- 22. Great content has to be focused on clear business objectives. Always know what you’re trying to achieve before you start. ALIGNED WITH GOALS1|
- 23. Great content knows who your decision makers and influencers are What are their goals and challenges? How can your brand help them? KNOW YOUR AUDIENCE2|
- 24. Great content is part education and part entertainment. It must be useful and make your audience feel something. 3|SHARE KNOWLEDGE
- 25. Great content sparks conversation. Brands that do this well actively engage their audiences and encourage them to help each other. BUILD COMMUNITY4|
- 26. Great content is built on long-term strategy but lives in the moment. Be aware of opportunities to add context to current events. REACT QUICKLY5|
- 28. WHO WE ARE At Spectrum Group we tell the stories that won’t tell themselves . We help brands cut through the noise with a full range of integrated communications services, including content, PR, social media and design.
- 29. Get in touch with us to talk about how you can make better use of your MDF funds to drive real business opportunities for your brand and channel partner community. HOW WE CAN HELP Email us at content@spectrumgroup.is