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

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

Drowning in Data

Business Success SymposiumSponsored by

#CPExpo @ChannelMaven

SPEAKER

Heather K.MargolisFounder & CEO

#CPExpo @ChannelMaven

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

#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

THANK YOU!Don’t forget to turn in

your survey at the door!

Channel Partners: Where Ideas

Get Real