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?
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

Why Is Digital
Marketing
Important to the
Channel?

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WHAT - SOCIAL MEDIA IS NOT… FOR BUSINESS ANYWAY
Social media is a big part of digital marketing.
Channel Maven Consulting © 2015

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7

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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.
0%
57%
of the way towards
making a decision
before reaching out
to a potential vendor
100%

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THE NEW BUYERS JOURNEY
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
You
Your 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 FEATURES
Tweet 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 A
To learn more about Company XYZ’s work shifting solutions click here.
Case B
Please visit Company XYZ, to learn more about work shifting solutions.
Case C
Visit 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 Kellam
SVP, Sales & Marketing
CCI | Global Channel Management
steven.kellam@channelmanagement.com
www.channelmanagement.com
THANK YOU!
QUESTIONS?
Heather K. Margolis
President and Founder
Channel Maven Consulting
heather@channelmavenconsulting.com
www.channelmavenconsulting.com

Why Partners Must Embrace Digital Marketing Slides

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Why Partners Must Embrace Digital Marketing Slides