Channel Partners: Where Ideas Get...

44
Channel Partners: Where Ideas Get Real

Transcript of Channel Partners: Where Ideas Get...

Page 1: Channel Partners: Where Ideas Get Realfiles.informatandm.com/uploads/2017/4/3.2_Margolis.pdf2017/04/03  · Leads, Leads, Leads: How to Fill Your Funnel Without Drowning in Data Business

Channel Partners: Where Ideas

Get Real

Page 2: Channel Partners: Where Ideas Get Realfiles.informatandm.com/uploads/2017/4/3.2_Margolis.pdf2017/04/03  · Leads, Leads, Leads: How to Fill Your Funnel Without Drowning in Data Business

Leads, Leads, Leads: How to Fill Your Funnel Without

Drowning in Data

Business Success SymposiumSponsored by

Page 3: Channel Partners: Where Ideas Get Realfiles.informatandm.com/uploads/2017/4/3.2_Margolis.pdf2017/04/03  · Leads, Leads, Leads: How to Fill Your Funnel Without Drowning in Data Business

#CPExpo @ChannelMaven

SPEAKER

Heather K.MargolisFounder & CEO

Page 4: Channel Partners: Where Ideas Get Realfiles.informatandm.com/uploads/2017/4/3.2_Margolis.pdf2017/04/03  · Leads, Leads, Leads: How to Fill Your Funnel Without Drowning in Data Business

#CPExpo @ChannelMaven

Channel Program

Development & Enablement

Channel Marketing

“To” Partners

Channel Training & Workshops

Demand Generation “Through” Partners

Page 5: Channel Partners: Where Ideas Get Realfiles.informatandm.com/uploads/2017/4/3.2_Margolis.pdf2017/04/03  · Leads, Leads, Leads: How to Fill Your Funnel Without Drowning in Data Business

#CPExpo @ChannelMaven

How Have Your Habits Changed?

Page 6: Channel Partners: Where Ideas Get Realfiles.informatandm.com/uploads/2017/4/3.2_Margolis.pdf2017/04/03  · Leads, Leads, Leads: How to Fill Your Funnel Without Drowning in Data Business

#CPExpo @ChannelMaven

Page 7: Channel Partners: Where Ideas Get Realfiles.informatandm.com/uploads/2017/4/3.2_Margolis.pdf2017/04/03  · Leads, Leads, Leads: How to Fill Your Funnel Without Drowning in Data Business

#CPExpo @ChannelMaven Source: Dan Greenberg, Sharethrough, 300 Millenial study

Page 8: Channel Partners: Where Ideas Get Realfiles.informatandm.com/uploads/2017/4/3.2_Margolis.pdf2017/04/03  · Leads, Leads, Leads: How to Fill Your Funnel Without Drowning in Data Business

#CPExpo @ChannelMaven

Don’t Interrupt: The Intimacy Model

Page 9: Channel Partners: Where Ideas Get Realfiles.informatandm.com/uploads/2017/4/3.2_Margolis.pdf2017/04/03  · Leads, Leads, Leads: How to Fill Your Funnel Without Drowning in Data Business

#CPExpo @ChannelMaven

Which brings us to the Buyer’s Journey…Which brings us to the Buyer’s Journey…

Page 10: Channel Partners: Where Ideas Get Realfiles.informatandm.com/uploads/2017/4/3.2_Margolis.pdf2017/04/03  · Leads, Leads, Leads: How to Fill Your Funnel Without Drowning in Data Business

#CPExpo @ChannelMaven

How we imagine the Buyer’s Journey

Page 11: Channel Partners: Where Ideas Get Realfiles.informatandm.com/uploads/2017/4/3.2_Margolis.pdf2017/04/03  · Leads, Leads, Leads: How to Fill Your Funnel Without Drowning in Data Business

#CPExpo @ChannelMaven

So much content. So little relevance.

So little time.

Page 12: Channel Partners: Where Ideas Get Realfiles.informatandm.com/uploads/2017/4/3.2_Margolis.pdf2017/04/03  · Leads, Leads, Leads: How to Fill Your Funnel Without Drowning in Data Business

#CPExpo @ChannelMaven

How the Buyer’s Journey actually feels.

Page 13: Channel Partners: Where Ideas Get Realfiles.informatandm.com/uploads/2017/4/3.2_Margolis.pdf2017/04/03  · Leads, Leads, Leads: How to Fill Your Funnel Without Drowning in Data Business

#CPExpo @ChannelMaven

Lead the way for your buyers..

10 Effective Demand Generation Strategies

Page 14: Channel Partners: Where Ideas Get Realfiles.informatandm.com/uploads/2017/4/3.2_Margolis.pdf2017/04/03  · Leads, Leads, Leads: How to Fill Your Funnel Without Drowning in Data Business

#CPExpo @ChannelMaven

1. Identify your Buyer

Role

Gender

Location

Habits

Interests

Company Goals

Pain Points

Motivators

Page 15: Channel Partners: Where Ideas Get Realfiles.informatandm.com/uploads/2017/4/3.2_Margolis.pdf2017/04/03  · Leads, Leads, Leads: How to Fill Your Funnel Without Drowning in Data Business

#CPExpo @ChannelMaven

2. Build Relevant Content

Page 16: Channel Partners: Where Ideas Get Realfiles.informatandm.com/uploads/2017/4/3.2_Margolis.pdf2017/04/03  · Leads, Leads, Leads: How to Fill Your Funnel Without Drowning in Data Business

#CPExpo @ChannelMaven

Leverage Video!

Page 17: Channel Partners: Where Ideas Get Realfiles.informatandm.com/uploads/2017/4/3.2_Margolis.pdf2017/04/03  · Leads, Leads, Leads: How to Fill Your Funnel Without Drowning in Data Business

#CPExpo @ChannelMaven

Blogs, eBooks, Infographics, and more!

Page 18: Channel Partners: Where Ideas Get Realfiles.informatandm.com/uploads/2017/4/3.2_Margolis.pdf2017/04/03  · Leads, Leads, Leads: How to Fill Your Funnel Without Drowning in Data Business

#CPExpo @ChannelMaven

3. Guide visitors to and through your website

Page 19: Channel Partners: Where Ideas Get Realfiles.informatandm.com/uploads/2017/4/3.2_Margolis.pdf2017/04/03  · Leads, Leads, Leads: How to Fill Your Funnel Without Drowning in Data Business

#CPExpo @ChannelMaven

Page 20: Channel Partners: Where Ideas Get Realfiles.informatandm.com/uploads/2017/4/3.2_Margolis.pdf2017/04/03  · Leads, Leads, Leads: How to Fill Your Funnel Without Drowning in Data Business

#CPExpo @ChannelMaven

Let’s talk about SEO

Page 21: Channel Partners: Where Ideas Get Realfiles.informatandm.com/uploads/2017/4/3.2_Margolis.pdf2017/04/03  · Leads, Leads, Leads: How to Fill Your Funnel Without Drowning in Data Business

#CPExpo @ChannelMaven

4. Be Present and Professional

• 7 days a week

• 24 hours a day

• 365 days a year

Page 22: Channel Partners: Where Ideas Get Realfiles.informatandm.com/uploads/2017/4/3.2_Margolis.pdf2017/04/03  · Leads, Leads, Leads: How to Fill Your Funnel Without Drowning in Data Business

#CPExpo @ChannelMaven

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

Page 23: Channel Partners: Where Ideas Get Realfiles.informatandm.com/uploads/2017/4/3.2_Margolis.pdf2017/04/03  · Leads, Leads, Leads: How to Fill Your Funnel Without Drowning in Data Business

#CPExpo @ChannelMaven

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

Page 24: Channel Partners: Where Ideas Get Realfiles.informatandm.com/uploads/2017/4/3.2_Margolis.pdf2017/04/03  · Leads, Leads, Leads: How to Fill Your Funnel Without Drowning in Data Business

#CPExpo @ChannelMaven

Maximize Sales Executive LinkedIn Profiles

Web Links

Page 25: Channel Partners: Where Ideas Get Realfiles.informatandm.com/uploads/2017/4/3.2_Margolis.pdf2017/04/03  · Leads, Leads, Leads: How to Fill Your Funnel Without Drowning in Data Business

#CPExpo @ChannelMaven

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

Page 26: Channel Partners: Where Ideas Get Realfiles.informatandm.com/uploads/2017/4/3.2_Margolis.pdf2017/04/03  · Leads, Leads, Leads: How to Fill Your Funnel Without Drowning in Data Business

#CPExpo @ChannelMaven

Target Map

Page 27: Channel Partners: Where Ideas Get Realfiles.informatandm.com/uploads/2017/4/3.2_Margolis.pdf2017/04/03  · Leads, Leads, Leads: How to Fill Your Funnel Without Drowning in Data Business

#CPExpo @ChannelMaven

Connect

Page 28: Channel Partners: Where Ideas Get Realfiles.informatandm.com/uploads/2017/4/3.2_Margolis.pdf2017/04/03  · Leads, Leads, Leads: How to Fill Your Funnel Without Drowning in Data Business

#CPExpo @ChannelMaven

Engage

Love this post!!

Page 29: Channel Partners: Where Ideas Get Realfiles.informatandm.com/uploads/2017/4/3.2_Margolis.pdf2017/04/03  · Leads, Leads, Leads: How to Fill Your Funnel Without Drowning in Data Business

#CPExpo @ChannelMaven

Nurture

Page 30: Channel Partners: Where Ideas Get Realfiles.informatandm.com/uploads/2017/4/3.2_Margolis.pdf2017/04/03  · Leads, Leads, Leads: How to Fill Your Funnel Without Drowning in Data Business

#CPExpo @ChannelMaven

Provide Value

Page 31: Channel Partners: Where Ideas Get Realfiles.informatandm.com/uploads/2017/4/3.2_Margolis.pdf2017/04/03  · Leads, Leads, Leads: How to Fill Your Funnel Without Drowning in Data Business

#CPExpo @ChannelMaven

6. Leverage TwitterLists

Page 32: Channel Partners: Where Ideas Get Realfiles.informatandm.com/uploads/2017/4/3.2_Margolis.pdf2017/04/03  · Leads, Leads, Leads: How to Fill Your Funnel Without Drowning in Data Business

#CPExpo @ChannelMaven

Engage on Twitter

Page 33: Channel Partners: Where Ideas Get Realfiles.informatandm.com/uploads/2017/4/3.2_Margolis.pdf2017/04/03  · Leads, Leads, Leads: How to Fill Your Funnel Without Drowning in Data Business

#CPExpo @ChannelMaven

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/

Page 34: Channel Partners: Where Ideas Get Realfiles.informatandm.com/uploads/2017/4/3.2_Margolis.pdf2017/04/03  · Leads, Leads, Leads: How to Fill Your Funnel Without Drowning in Data Business

#CPExpo @ChannelMaven

Social that’s a little less organic

Page 35: Channel Partners: Where Ideas Get Realfiles.informatandm.com/uploads/2017/4/3.2_Margolis.pdf2017/04/03  · Leads, Leads, Leads: How to Fill Your Funnel Without Drowning in Data Business

#CPExpo @ChannelMaven

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

Page 36: Channel Partners: Where Ideas Get Realfiles.informatandm.com/uploads/2017/4/3.2_Margolis.pdf2017/04/03  · Leads, Leads, Leads: How to Fill Your Funnel Without Drowning in Data Business

#CPExpo @ChannelMaven

8. Support Your Sales Team

Page 37: Channel Partners: Where Ideas Get Realfiles.informatandm.com/uploads/2017/4/3.2_Margolis.pdf2017/04/03  · Leads, Leads, Leads: How to Fill Your Funnel Without Drowning in Data Business

#CPExpo @ChannelMaven

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.

Page 38: Channel Partners: Where Ideas Get Realfiles.informatandm.com/uploads/2017/4/3.2_Margolis.pdf2017/04/03  · Leads, Leads, Leads: How to Fill Your Funnel Without Drowning in Data Business

#CPExpo @ChannelMaven

10. Warm up those cold calls

Page 39: Channel Partners: Where Ideas Get Realfiles.informatandm.com/uploads/2017/4/3.2_Margolis.pdf2017/04/03  · Leads, Leads, Leads: How to Fill Your Funnel Without Drowning in Data Business

#CPExpo @ChannelMaven

Changing the way we work

Page 40: Channel Partners: Where Ideas Get Realfiles.informatandm.com/uploads/2017/4/3.2_Margolis.pdf2017/04/03  · Leads, Leads, Leads: How to Fill Your Funnel Without Drowning in Data Business

#CPExpo @ChannelMaven

Active Listening and Conversation

Page 41: Channel Partners: Where Ideas Get Realfiles.informatandm.com/uploads/2017/4/3.2_Margolis.pdf2017/04/03  · Leads, Leads, Leads: How to Fill Your Funnel Without Drowning in Data Business

#CPExpo @ChannelMaven

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

Page 42: Channel Partners: Where Ideas Get Realfiles.informatandm.com/uploads/2017/4/3.2_Margolis.pdf2017/04/03  · Leads, Leads, Leads: How to Fill Your Funnel Without Drowning in Data Business

#CPExpo @ChannelMaven

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

Page 43: Channel Partners: Where Ideas Get Realfiles.informatandm.com/uploads/2017/4/3.2_Margolis.pdf2017/04/03  · Leads, Leads, Leads: How to Fill Your Funnel Without Drowning in Data Business

THANK YOU!Don’t forget to turn in

your survey at the door!

Page 44: Channel Partners: Where Ideas Get Realfiles.informatandm.com/uploads/2017/4/3.2_Margolis.pdf2017/04/03  · Leads, Leads, Leads: How to Fill Your Funnel Without Drowning in Data Business

Channel Partners: Where Ideas

Get Real