Transcript Smart marketing: How partners are building and accelerating

Today’s presenters
Create Unique Campaign Landing Pages
Create a landing page for email campaign tracking that is not a drop down from your menu with a
unique contact form (http://landerapp.com/ or design your own)
Unique Contact Form Message
Landing Page for Email Campaign
Always Send Emails From a Named Person
Don’t email from info@ or marketing@, use someone’s name
More likely to get a reply or call for ‘Elly Smith’
than ‘The Marketing Team’
60% of our email marketing leads come
directly to the Marketer that sent the email
because it is personal
Send emails when people have time to read them
Aim for afternoon and after work, when people have time to read their emails
Morning emails interrupt peoples prioritised tasks
Weekend automated emails get registrations
Example: April Seminar Campaign:
Emails between 10:30-1:30 got an average 9.7% open rate
Emails from 4pm-7pm got an average of 13.3% open rate
Keep email content entertaining and keep it coming!
Keep emails factual, short but personable
Three iterations of each email and
change the subject line each time
Use Multiple links and track these
with tracking software
End with a P.S. and a “Call to
action” or free stuff
Email message with multiple links and P.S.
Use HTML for newsletters, existing customers and welcomes
Make life easy for prospects reading emails for the first time, no downloads
Customers that already know you so may be more receptive to
downloading images
Customer HTML email open rate = 65%
Lead HTML email open rate = 9.3%
Newsletters are for sharing content, not necessarily direct selling
Always follow up with people who open your emails!
Make life easy for prospects reading emails for the first time, no downloads
After 3 iterations/messages, send an email to only the people who
have opened your email but not written in about your other
services.
Create marketing list for Telemarketer’s to follow on email openers
but those with no replies
Seminar invite email to everyone who opened but didn’t register
Average 42.3% open rate (so call them)
Write blogs about what is coming next
94% of B2B buyers research online for purchase decisions
Make sure your blog is the one they are
reading for their info!
“It wasn’t raining when Noah built the arc”
attitude
Ex. Check Office 365 Roadmaps often
Blogging – Fresh Content, Constantly
Blogging two times a week, doubled our web session visits
‘Chase customers not clicks’, don’t
just write a headline to make people
click – make sure your content
actually follows the headline
Make sure to add internal links so
people don’t just read your blog and
then leave!
After starting blogs 2x/week in Sept 2015
Video - Show both People and Products
Make a variety of videos, and make one video a week at minimum
One minute long maximum for sales
videos, one min+ for education
How to start:
- Flip Chart, Phone Camera
- Video Camera, Stand and PowerPoint on
TV
- Screen recording demos, GIFs for Social
Media
Tag the videos with keywords (as many as
possible)
Have fun!
Video - Remember your audience
Keep it short and simple
Make sure and “intro” video is
really “intro” level.
Use your personality
If it’s an end user video, remember the benefits not just the features. Show that
you or this product can solve a problem.
Blogging & Video
It’s OK to give away content for free!
Whether it be a tutorial, the answer to a
common problem or even a free trial link
It’s ok to give away a few ideas as an example
of what you do
Teaser Cloud Academy videos on Twitter
Plan your year of marketing in advance
Create a process, update it as you learn
Develop a theme for the year and tie all of
your webinars, seminars and email
communications to common theme.
Share your plan with your team, get buy-in
and suggestions.
Market upcoming events everywhere
Always include a Call to Action
Have a handout at events for all
upcoming events. Include on your
website and add this content to bottom
of email marketing.
Share with your staff so they can share
with their networks.
Up to 10% of QTS attendance comes
from unexpected sources.
Educate your audience
People yearn to learn information from experts
Ideas: Host learning breakfasts and
an annual technology conference.
Share information and find a way to
make it easy for your customers to
approve projects with you.
Let people know the event’s learning
objectives in your marketing
materials.
Use your Partner channel to help market your events
Co-deliver your events with your Partner Community
You can get additional marketing
and advertising of your brand to
their lists.
10% - 20% of the attendance at
our events are from our partners.
QTS is a finalist in the 2016
IAMCP Partner of the Year Award
Try to find event sponsors
Have an expo area where sponsors can sell their products
If on a budget, try to find sponsors
(vendors) for your events. Use
Marketing Development Funds
wisely for telemarketing to help drive
registrations and filled seats!
Ensure that your sponsors know what to
expect from your event and what is
expected of them. If they will be
speaking they should focus on approved
topics and deliver learning not selling.
Map your social content to your audience
Track results!
Determine who your social media audience
will be: employees, customers, partner
community and make sure your content
maps to that audience. Use TweetDeck or
Hootsuite to schedule tweets.
Create recommended content from a central
source and deliver to employees, partners,
sponsors for distribution.
Start blogging
Write for ten minutes every day
The more material produced and
published with your name on it the
better. (examples of sought after
blogs: Q&A, How To, Top 5,
Announcements).
If you can’t hire a writer to do it for
you. Locate a blogger who writes in
a style that you like, with subject
matter expertise and hire them.
Your website is your digital home base
The ultimate goal - all digital marketing points back to your website
Make sure website is
current and discoverable
by search engines.
Have a clear call to action.
Make it easy for visitors to
find what they’re looking
for.
Include social links on the
footer of each page of
your Website.
Have content appropriate
for the people your
looking to attract.
Marketing Automation
A necessity not an option
Find a solution that integrates with
CRM
Helps identify buying behaviors early
in the buyers journey
Checklist: Visitor tracking, e-Mail,
workflow, landing page creation, and
both visual and columnar reporting.
Dedicate resources company to social media and marketing
Social marketing is time-consuming and needs focus.
Hire someone to do this job for you, if even part time.
This same person can:
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Generate Sales Leads through Email and Social Marketing and
Digital/Content Marketing.
Manage events (seminars, webinars, conferences).
Assist in Product Development and creation of marketing collateral
including brochures, web pages, videos and other digital content.
Support your closers
Marketing’s job is to generate leads and support sales
Consider three teams:
Lead Development Business Development
and Sales
Business Development tees up
qualified opportunities
Sales, closes the sale
The three team approach has lead to a
200% YOY growth in our business
Have your Business Development people report to Marketing
Long-term approach to company growth
Intelligent calling versus Cold Calling
Higher hit rates this way, we see an
increase of 300%.
Helps quantify marketing spend.
Use marketing automation software
As Christine mentioned, it’s essential
Choose a product that fits your
requirements and budget
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Hubspot, Marketo, Eloqua to
name a few
CRM is table stakes, Marketing
automation and CRM a perfect
pair; integration is key
Nurture customer relationships
You have a great culture? Nurture relationships!
Drip Marketing works
With marketing automation, you are creating an
automated sales resource
Leads not ready to close within 90 days are often discarded,
Nurture and Marketing Automation keep you top-of-mind
Create unique content as part of your email campaigns
Know what’s important to your prospect; Deliver Value
Goal: Help them through the buyers
journey
Drip content and measure results
Don’t be afraid to feature content in
multiple campaigns
Pay-Per-Click is a Valuable Tool
Repurpose keyword search on your website, blog, & social
Generates 2-3 rings a day
Spend the time to learn best practices;
test and don’t get discouraged
Hire an expert, learn and maybe do it
yourself
Utilize free research tools from
Bing and Google
Capterra has grown our business
Software search and review site, connects buyers and sellers of Business Software
Pay for position auction like
pay-per-click
33% of our leads come from
these sites
Other sites like Capterra include
Finances Online, G2 Crowd, Ombud
LinkedIn Advertising to Hyper Target Your Audience
Have content ready that your buyers will find valuable
Everyone uses LinkedIn; nothing is
more accurate
Consider LinkedIn advertising
Tell LinkedIn the exact audience you
want to view your content
Utilize Twitter and always include visual assets with your tweets
Visuals should always elicit emotions
Make you think
Make you smile
Make you remember
Always be contextual
Smart Partner Marketing
A marketing experience for Cloud and ISV partners
Smart Partner Marketing is dedicated to our channel looking to transform their
growth with digital marketing. The site is built for partners by partners – with
best practices and recommendations from those companies who are successful
and credit some of that success to marketing. The site includes:
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“How the cloud customer buys” research from IDC
Partner marketing capabilities assessment
Custom marketing recommendations
18 unique short marketing videos from partners telling
their stories
20+ Marketing training videos
Campaign content and partner marketing services
resources
Microsoft Marketplace links (ISV)
Setting up an indirect channel content (ISV)
http://smartpartnermarketing.microsoft.com
aka.ms/wpcevals