why partners must embrace digital marketing slides

Why Partners Must Embrace Digital Marketing

Top 10 things you can do to enable partners to use digital marketing effectively.

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Steven Kellam

SVP, Sales & Marketing

CCI | Global Channel Management

PRESENTERS

Heather K. Margolis

President and Founder

Channel Maven Consulting

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WHAT WE’LL DISCUSS

Why Is Digital Marketing so Important to the channel?

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The new buyers journey

Top 10 things you need to do today to enable partners to use digital marketing effectively

Summary

Why Is Digital Marketing Important to the Channel?

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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 – THEN

Awareness Purchase


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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

LinkedIn

Hear from Competitors

Purchase


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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

LinkedIn

Hear from Competitors

Purchase


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TREND – INCREASE YOUR DIGITAL FOOTPRINT B2B research is self-directed.

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57%of the way towards making a decision before reaching out to a potential vendor

100%

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THE NEW BUYERS JOURNEYhttp://bit.ly/ZMOT_CCI

http://bit.ly/ZMOT_CCI

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WHAT DOES THIS MEAN FOR PARTNERS TODAY?


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TOO MUCH NOISE


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BE WHERE THEY WANT WHEN THEY WANT


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AND THEY NEED TO DO IT WITHOUT BEING…

This Guy!


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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


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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%

Top 10 Things You Need To Do Today to Enable Partners to Use Digital Marketing Effectively

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Help Partners Differentiate Themselves

#1


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HELP PARTNERS DIFFERENTIATE THEMSELVES


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LOITHERSTEIN


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Heather Margolis


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THE MOST DOWNLOADED WOMAN ON THE WEB


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Heather K. Margolis


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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?


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Show Partners How to Build an Online Presence

#2


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HELP PARTNERS BUILD A PROFESSIONAL ONLINE PRESENCE


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SHOW PARTNERS HOW TO UPDATE PROFILES


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AND HOW TO HIDE THIS…

Vacation photos on Facebook

An incomplete profile on LinkedIn


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SHOW PARTNERS HOW TO UPDATE CONNECTIONS


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Build Educational Materials that Really Work

#3


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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.


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Webinars

Guides

Executive blogs

Educational videos

Partner Summit content

VEHICLES FOR EDUCATING YOUR PARTNERS


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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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Lead by Example#4


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LEAD BY EXAMPLE

YouYour Partners


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REMEMBER: DO NOT BOMBARD

You Your Partners

Other Vendors


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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


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BUILD THEM A GROUP


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FOLLOW PARTNERS’ COMPANY PAGES

This is a 2-way relationship!


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PUSH CONTENT FROM YOUR TWITTER PROFILE

And don’t forget to follow your Partners!


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FACEBOOK PAGE


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YOUR CHANNEL BLOG


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Help Partners Build Their Audience

#5


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PARTNERS HAVE AN AUDIENCE…They Just Need Help Finding It


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THERE ARE A LOT OF OPTIONS OUT THERE…

…Ensure Your Partner’s Audience is Choosing Them!


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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…


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Encourage Partners to Push Relevant Content

#6


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SHARE VALUABLE CONTENT


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SHOW PARTNERS HOW TO SHARE CONTENT


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CREATING A LIST AUDIENCE


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Okay… Now Just Give It to Them

#7


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Give Partners the Tools to Push Content

#8


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FREE BUT NO CHANNEL FEATURESTweet Deck

View Automate Stories


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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


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Remember…SEO Is Digital Marketing Too!

#9


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FINDING KEYWORDS


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ON-PAGE SEO: ONLY 25% OF THE EQUATION


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OFF-PAGE SEO: 75% OF THE EQUATION

Get links into your site.


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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.


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Educational videos/guides/blogs

MDF

Consulting services

Enable your field marketing teams

HOW CAN YOU HELP WITH SEO?


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Make Sure Partners Feel the Love

#10


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HIGHLIGHT PARTNERS AND SOCIALIZE RIGHT


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Help Partners feel successful

Amplify posts via retweets and shares

Interact with Partners via @mentions and #hashtags

POSITIVE REINFORCEMENT


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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


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Steven KellamSVP, Sales & Marketing

CCI | Global Channel Management

[email protected]

www.channelmanagement.com

THANK YOU!

QUESTIONS?

Heather K. MargolisPresident and Founder

Channel Maven Consulting

[email protected]

www.channelmavenconsulting.com

mailto:[email protected]

http://www.channelmanagement.com/

mailto:[email protected]

http://www.channelmavenconsulting.com/

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