Channel Partners: Where Ideas Get...
Transcript of Channel Partners: Where Ideas Get...
Channel Partners: Where Ideas
Get Real
Leads, Leads, Leads: How to Fill Your Funnel Without
Drowning in Data
Business Success SymposiumSponsored by
#CPExpo @ChannelMaven
SPEAKER
Heather K.MargolisFounder & CEO
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Channel Program
Development & Enablement
Channel Marketing
“To” Partners
Channel Training & Workshops
Demand Generation “Through” Partners
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How Have Your Habits Changed?
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#CPExpo @ChannelMaven Source: Dan Greenberg, Sharethrough, 300 Millenial study
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Don’t Interrupt: The Intimacy Model
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Which brings us to the Buyer’s Journey…Which brings us to the Buyer’s Journey…
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How we imagine the Buyer’s Journey
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So much content. So little relevance.
So little time.
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How the Buyer’s Journey actually feels.
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Lead the way for your buyers..
10 Effective Demand Generation Strategies
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1. Identify your Buyer
Role
Gender
Location
Habits
Interests
Company Goals
Pain Points
Motivators
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2. Build Relevant Content
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Leverage Video!
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Blogs, eBooks, Infographics, and more!
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3. Guide visitors to and through your website
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Let’s talk about SEO
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4. Be Present and Professional
• 7 days a week
• 24 hours a day
• 365 days a year
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We live in an Online World
Your customers are socially active!
97% on LinkedIn
86% on Twitter
84% on Facebook
Source: UMASS Dartmouth Center for Market Research Study, 2016
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5. Leverage LinkedIn
B2B Visitor-to-Lead Conversions via Social
Source: UMASS Dartmouth Center for Market Research Study, 2016
.55% conversion rate
.69% conversion rate
.77% conversion rate
2.74% conversion rate
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Maximize Sales Executive LinkedIn Profiles
Web Links
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Engage LinkedIn Audiences
• Actively and frequently interact with your audience
• Post Content 2-3x/Week
• Relevant thought leadership
• Executive Long Form Posts
• Event Announcements
• Moderate engagement
• Nurture connections
• Liking
• Commenting
• Sharing content
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Target Map
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Connect
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Engage
Love this post!!
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Nurture
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Provide Value
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6. Leverage TwitterLists
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Engage on Twitter
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7. Leverage Facebook
How B2Bs Generate Business on Facebook
85%
62.4%
46%
27.2% 23%Share basic
business info
Share content like videos
and pictures
Have conversations
with clientsCustomer support
Hold contests & giveaways
Source: http://www.smartinsights.com/social-media-marketing/facebook-marketing/facebook-b2b-marketing/
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Social that’s a little less organic
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More Social Strategy Tips
• Nurture Followers
• Favorite, reply, mention in subsequent posts to increase reach
• Start conversations, ask questions, pique interest
• Use mix of pain-point-related thought leadership, news, events, etc.
• Create/Use Twitter Lists – Followers, High Engagers, Thought Leaders
Follow the
Rule!
Platform Type Cadence Frequency
Twitter Mix: Images, Links, Video Daily Multi per day
LinkedIn Mix: Images, Links, Video 2-3/week 1 per day
FacebookMix: Images, Links, Video
3-5/week 1 per day
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8. Support Your Sales Team
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9. Build an Integrated Email Campaign
SENDER NAME
Bold Tech | Products for Foolproof Conferences
SUBJECT LINE
5 ways your team can become a master conferencing machine.
PRE-HEADER TEXT
There’s never enough time thanks to back-to-back meetings all day every day. Get ready to drown in savings while
helping your clients master their online conference capabilities.
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10. Warm up those cold calls
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Changing the way we work
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Active Listening and Conversation
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Stay up to date
• Channel Maven blog
• Hubspot Marketing blog
• Hubspot Sales blog
• Social Media Examiner
• The Var Guy
• Hispanic Trending
• Marketing Profs: Hispanic Marketing
• Reach Hispanic Marketing
• Hispanic Market Advisors
• Captura Group
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Summary
1. Understanding your buyer
2. Building content
3. Guiding visitors through and to your website
4. Be Present and Professional
5. Leverage on LinkedIn
6. Leverage Twitter
7. Leverage Facebook
8. Supporting your sales team
9. Integrated email campaigns
10. Warm (cold) calls
THANK YOU!Don’t forget to turn in
your survey at the door!
Channel Partners: Where Ideas
Get Real