Download - Secrets to Effective Channel Marketing

SECRETS TO EFFECTIVE CHANNEL MARKETING TOM PERRY CEO -‐ SHERPA MARKETING

Catchy eh ?

The Secrets to Effec-ve Channel Marke-ng

Direct, mobile, online, social, print, event – what do all these words have in common? They’re all forms of marke-ng. And in today’s market, it can be overwhelming for small businesses to develop and execute an effec-ve marke-ng campaign, especially with limited resources. Join us to hear about the pros and cons of different marke-ng methods, how each can be leveraged successfully, and which marke-ng efforts might work best for your business. We’ll focus on marke-ng objec-ves specific to the channel and share insights on how to build an effec-ve marke-ng plan to meet your company goals.

How About we PRIORITISE ?

The Secrets to Effec-ve Channel Marke-ng

Direct, mobile, online, social, print, event – what do all these words have in common? They’re all forms of marke-ng. And in today’s market, it can be overwhelming for small businesses to develop and execute an effec-ve marke-ng campaign, especially with limited resources. Join us to hear about the pros and cons of different marke-ng methods, how each can be leveraged successfully, and which marke-ng efforts might work best for your business. We’ll focus on marke-ng objec-ves specific to the channel and share insights on how to build an effec-ve marke-ng plan to meet your company goals.

One of my main themes today…….

THE IT BUYER

3 Phases the Buyer Goes Through..

Awareness Considera-on Decision

OR ..

KNOW LIKE TRUST

The TacMcs Have Changed

The IT Buyer Journey …..

57% of the purchase decision is complete before a customer even calls a supplier

67% of the Buyer journey is done digitally

Average 18.2 engagements in buying process

Emphasis has Moved…. potenMally

90% MARKETING

10% SELLING

IT VAR’s are the exact

opposite of this

TacMcs are NUMEROUS

90% MARKETING

10% SELLING

B2B MarkeMng Today

BUT FIRST! THE MARKETING ECOSYSTEM

MARKETING SHOULD BE SIMPLE

20% STRATEGY

80% EXECUTION

Strategic Goals Corporate Messaging

Marketing Strategy Value Proposition

Marketing Eco System

Demand Generation Communications

Press & Social Media ROI Reporting

Sales Alignment Vendors Leverage / ROI

The Basic Infrastructure Layer …..

Web & Social Marketing Automation CRM

The Infrastructure Layer is now CLOUD based…..


MarkeMng Ecosystem

Customer & Prospect Comms

Product Marketing


Customer Advocacy

References / Case Studies

Content Marketing

Demand Generation Campaigns

PR / Media & Events

THE BRIEF

SPECIFICS WE ARE GOING TO COVER

Data

Content

EMAIL

Online

Social

Print

Events

Advocacy

Data, Data, Data – Quick Wins / To Do

§  Your List is Your Future Revenue

§  Structure correctly so you can …..

§  Segment & Segment Again

§  Niche Down as Far as You Can

§  Customer Avatar

§  Update Regularly

§  Use Regularly

§  Bolster Whenever You Can

§  Stay LEGAL

CONTENT MARKETING

•  Non Promotional

•  Relevant to Reader

•  Closes a Gap in Knowledge

•  Well Written

•  Relevant to your Core Offer

•  Provides Proof

CONTENT – where to start

§  Create or Borrow & Adapt

§  Chop Up & Cascade – One ar-cle

§ 4 Blogs, § 40 tweets, § 10-‐20 LinkedIn Updates, § 4 FB ads ……..

§  Recycle & Re-‐Use

§  Use Social placorm to Automate & Plan

CHANNELS… DIRECT & EMAIL

EMAIL -‐ why

§  Why its here to stay & useful:

1.   Its not social its one to one – if wri]en correctly 2.   People rely on e mail daily 3.   It delivers response 4.   Few other opMons come close for measurability 5.   Customers expect you to inform them & take technical

leadership 6.   With long sales cycles & ‘compelling event’ buying you

need to remain front of mind with customers & prospects

7.   Its relaMvely cost effecMve

EMAIL TIPS for Success / Leverage

§  Always A / B test subject lines & headlines within e mails

§  Try & s-ck to single subject emails with mul-ple Calls to ac-on

§  Try plain text & HTML & combined

§  Use proof points in each e mail – where your reader can get corrobora-on of what you are saying / promo-ng

§  It is not a one -me event but a consistent effort regularly delivered

§  Get some help with copy & test image led & text led

http://www.copyblogger.com/37-email-marketing-tips/

Direct Mail

DIRECT -‐ TIPS for Success / Leverage

§  Get some copy help / swipe & deploy

§  S-ck with Headline, Offer, Deadline, Tes-monial, Personalisa-on, Guarantee, Mul-ple CTA’s

§  Tell a Story if it helps

§  Use Bullets / List

§  Test to a small sample – postage is expensive

§  Use to compliment other tac-cs

ONLINE – where we drive people to….

GET FOUND

GET FOLLOWED

ENGAGE

ONLINE – Your Window on the World

ONLINE – Tips for Leverage

§  Keep your content updated

§  Collect details for your list from your web site – landing pages = key

§  BLOG

§  Leverage & U-lise SOCIAL

§  Get a LinkedIn & Facebook co. page – test but also for data cleansing

§  Test FB or LI Adver-sing – small £10 per day will tell you loads

§  Try some PPC

§  Ensure you have SEO & Google Analy-cs working (its free)

§  Run some webinars or at least introduce them as a qualifica-on tool

SOCIAL

SOCIAL CONTENT – Quickly Consumed….

SOCIAL – please get an aggregaMon plaform !!

PRINT -‐ ?

Unless:

•  Fully researched by You •  References / Case Studies •  90+% Specific •  Combined with other tactics •  Audited •  Measurable

WE ARE NOT BRAND BUILDING

EVENTS

But be Selective & Plan Well

EVENTS – Top Tips …..

§  In house vs. External

§  Bums on Seats !!

§  Internal Events -‐ Point of Difference Needed –  Guest Speaker –  Varied Agenda for Prospects & Customers –  Messaging that’s Different –  Great / Different Venue

§  External Events –  Managed as Project –  Team – Marke-ng, Sales, Ops, Exec –  Promo-onal Team-‐ well trained , knowledgeable –  PR Around Anendance –  Product Demo ability – live preferred –  Exac-ng Follow Up

CUSTOMER ADVOCACY…

"Customer advocacy - the idea that your customers will go beyond mere loyalty to your products and services and actively promote them among friends and associates." David Murphy, Marketing Direct

CUSTOMER ADVOCACY…

CUSTOMER ADVOCACY… Delivery

§  VITAL part of today’s mix & the are many levels of advocacy:

–  Video Case Study –  Wrinen Case Study Branded –  Wrinen Case Study – Vanilla –  Tes-monial –  Quotes

–  Willingness to do Reference Calls –  Willingness to do Reference Mee-ng –  Willingness to Speak at Your Events – internal or external

SPECIFICS WE HAVE COVERED

Data

Content

EMAIL

Online

Social

Print

Events

Advocacy

YOUR TURN…..

Your Starter for 10 ….

Your Starter for 10 ….

Technology Companies – UK - no marketing department

Marketing is Complex – use an expert to help you build

Email, Social, Events, Web Site, Content

SUMMARY

Summary

Building Blocks Message Channels

Take Aways

§  Make a Start but please……….

§  PRIORITISE

§  Assess your current or build a simple INFRASTRUCTURE

§  Blend Tac-cal Ac-vi-es together

§  Test & Test Again

§  LAYER Your Marke-ng Over Weeks & Months

§  Make Time – 3 hours per week will make a MASSIVE difference

RESOURCES

www.sherpamarketing.co.uk/comptiaevent •  Slides •  B2B Marketing Essentials Guide •  2015 Marketing Planning Documents

Up Next

§  12.00 – Demys-fying the Business Awards Process –  5th floor Mountbanen Room

§  13.00 – Conference Lunch in the Exhibit Hall –  5th floor Mountbanen Lounge

§  14.00 – Maximising Your Partnering Opportuni-es to Grow Your Business

–  6th floor Mountbanen Room

THANK YOU.

Download - Secrets to Effective Channel Marketing

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