Channel marketing webinar with channeltivity
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Inbound Marketing Strategies for Channel Managers Adam Enbar, HubSpot Jason Jacobs, Channeltivity
Transcript of Channel marketing webinar with channeltivity
Inbound Marketing Strategies
for Channel Managers
Adam Enbar, HubSpotJason Jacobs, Channeltivity
Agenda
The Sales and Marketing Playbook
Get Found – Local SEO & Social Media
Convert – Visitors into Leads & Customers
Nurture – Increase Customer Loyalty
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The Sales & Marketing Playbook
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The Sales & Marketing Playbook IS BROKEN.
CALLER ID
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Humans Are Changing
Humans Are Changing
TelemarketingDirect Mail
Email BlastsDoor-to-Door
SEOBlogging
ConsultationsThought Leadership
Social MediaViral Videos
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GetFound2
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Call mePlease
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Consistency CompletionCitations
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How do you get on the list of search results?
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4 Rules For Local SEO1. Educate your Partners! 2. Optimize Page Titles &
metadata *Use the RIGHT keywords *Keep it short (<71 characters)
*Make each Page Title unique
3. Optimize locally relevant content
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Build a Partner Backlink Program!
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Vendor Site
Partner Site
Partner, Twitter, FB, Blog, Guest Blog etc.
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Why is Blogging so Powerful?
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• Each article is a new page on your site
• Every page is the opportunity to rank for a new keyword phrase
• Blog articles generate 700% more traffic than static web pages
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Getting partner to blog
• Make it easy for them
• Create a blog series• Post it to your
partner portal and notify them
• REMEMBER TO INCLUDE BACK LINKS!
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5 Tips For Blog Content
1. Be a Resource to Your Target Audience
2. Answer FAQs, check your email!3. Engage with Your Local Community-
build case studies, discuss local news, etc…
4. Provide How-to Based Content5. Post Articles Consistently 6. Give Channel Partners guidelines,
examples, and ongoing best practice training
How does Social Media fit in?
Social Media - Distribution
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•If your content is remarkable it WILL spread!
•The people reading and sharing your content are your target customers.
Social Media – Search Rankings!
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4 Rules For Channel Social Media
1. Provide strategy, guidelines & policy
2. Focus on networks that align3. Content should fuel social
activity4. Give your partners something
to share!
Content is
KING
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Convert3
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Convert to leads
Give/Get
37Leads!
4 Rules For CTA’s
1. Don’t neglect the other 96%!!
2. Help partners LEVERAGE your content
3. Make lead generation value-add- think whitepapers, not brochures
Nurture4
Thought Leadership Whitepapers, Research
DatasheetsComparison charts
Product tourCompetitive research
Customer testimonialsPricing information
“Companies that excel at lead nurturing are able to generate 50% more sales-ready leads at 33% lower cost per lead.”*Source: Forrester Research
Nurturing is learned…by example!
• Create nurturing campaigns for your partners, ie. series of emails, designed to drive people down the funnel over time, that VARs can just use with their lists.
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Partner Relationship Management
Recruit
Enable
Engage
The right tools for Channel Success
• Portal Content Management• Resource Library• Channel Management Dashboard• Partner Recruitment Management• Lead Distribution• Deal Registration• Market Development Fund Management
Integrated with Best in Breed!
More…
Emerging and Midsize Enterprises
What is HubSpot?
Complicated & Confusing
Easy & Integrated
New Strategic Investment
$32M
HubSpot ROI
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After 5 Months of using HubSpot customers see, on average:
•6,862 unique monthly visitors•138 leads per month•420% increase in monthly website leads
Customers experience sustained lift in leads as they age
Custom Inbound Marketing Library
• Inbound Marketing:– Internet Marketing Kit – Guide to Local SEO– Step by Step Guide to SEO
• Lead Generation:– SEO for Lead Generation Kit– Inbound Lead Generation Kit
• Social Media:– Facebook Page Marketing Ebook – A Practical Guide to Using LinkedIn for Business– A Beginner's Guide to Using Twitter for Business– Social Media Marketing Kit – Business Blogging Kit
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Channel Marketing Assessment
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http://www.hubspot.com/channel-marketing-assessment/
Free 30 Minute Online Marketing Consultation for Channel Managers
•What’s the best way to set up a website to attract more visitors from search engines?
•How can you convert the visitors who are on your site today into leads and customers?
•How can you use social media sites like Facebook and Twitter to generate business?
•What are your local competitors doing to generate business online today and how can you catch up?
Adam [email protected]@aenbar
Jason [email protected]@channeltivity
www.hubspot.com/channel-marketing
