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Why Partners Must Embrace Digital Marketing
Top 10 things you can do to enable partners to use digital marketing effectively.
2
Steven Kellam
SVP, Sales & Marketing
CCI | Global Channel Management
PRESENTERS
Heather K. Margolis
President and Founder
Channel Maven Consulting
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
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WHAT - SOCIAL MEDIA IS NOT… FOR BUSINESS ANYWAYSocial media is a big part of digital marketing.
Channel Maven Consulting © 2015
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WHAT - SOCIAL MEDIA IS NOT… FOR BUSINESS ANYWAYSocial media is a big part of digital marketing.
Channel Maven Consulting © 2015
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WHAT - SOCIAL MEDIA IS NOT… FOR BUSINESS ANYWAYSocial media is a big part of digital marketing.
Channel Maven Consulting © 2015
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THE CUSTOMER BUYING PROCESS – NOW
Search
Ask a Friend
Awareness Review Sites
Ask on Twitter
Ask on LinkedIn
Hear About Substitute on
Hear from Competitors
Purchase
Channel Maven Consulting © 2015
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THE CUSTOMER BUYING PROCESS – NOW
Search
Ask a Friend
Awareness Review Sites
Ask on Twitter
Ask on LinkedIn
Hear About Substitute on
Hear from Competitors
Purchase
Channel Maven Consulting © 2015
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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%
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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
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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%
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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
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AND HOW TO HIDE THIS…
Vacation photos on Facebook
An incomplete profile on LinkedIn
Channel Maven Consulting © 2015
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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
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Webinars
Guides
Executive blogs
Educational videos
Partner Summit content
VEHICLES FOR EDUCATING YOUR PARTNERS
Channel Maven Consulting © 2015
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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
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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
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PUSH CONTENT FROM YOUR TWITTER PROFILE
And don’t forget to follow your Partners!
Channel Maven Consulting © 2015
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THERE ARE A LOT OF OPTIONS OUT THERE…
…Ensure Your Partner’s Audience is Choosing Them!
Channel Maven Consulting © 2015
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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
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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
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ANCHOR TEXT DOES MAKE A DIFFERENCE
Case ATo learn more about Company XYZ’s work shifting solutions click here.
Case BPlease visit Company XYZ, to learn more about work shifting solutions.
Case CVisit Company XYZ to learn more about work shifting solutions.
Channel Maven Consulting © 2015
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Educational videos/guides/blogs
MDF
Consulting services
Enable your field marketing teams
HOW CAN YOU HELP WITH SEO?
Channel Maven Consulting © 2015
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Help Partners feel successful
Amplify posts via retweets and shares
Interact with Partners via @mentions and #hashtags
POSITIVE REINFORCEMENT
Channel Maven Consulting © 2015
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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
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Steven KellamSVP, Sales & Marketing
CCI | Global Channel Management
www.channelmanagement.com
THANK YOU!
QUESTIONS?
Heather K. MargolisPresident and Founder
Channel Maven Consulting
www.channelmavenconsulting.com