The world of communications is very different from when MDF programs were first developed. Learn how to be more relevant in an increasingly fragmented buyer’s journey.

1. WHYYOUR MDF
PROGRAM
ISBROKEN
(& HOW TO FIX IT)

2. MDFPROGRAMSARE
Market development funds should be the ultimate
proof of partnership between technology vendors
and channel partners.
Unfortunately, these programs were designed in
the 1980s and the world of communications is very
different these days.

3. SELLERSARENOLONGERINCONTROL.
POWERHASSHIFTEDTOTHEBUYERS.
And these buyers are
65TO 90% OFTHEWAY
THROUGH APURCHASINGDECISION
before they even speak to a salesperson.
FORRESTER RESEARCH

4. 75%OFB2BBUYERS
AREUSINGSOCIAL
NETWORKS
to search for solutions to
business challenges.
IDC

5. Potential customers want to
know how you can help them
solve their challenges and
achieve their goals.

6. Cold calling, generic
email blasts and other
outdated tactics no
longer work.

7. SOWHATARE
THEPROBLEMSWITHYOUR
MDFPROGRAM?
Anybody who’s ever been involved with MDF programs will tell you
there’s never enough money to go around.

8. Manyvendorswillaskchannel
partnerstomatchallocationof
MDFfunding.
Thisisunfairbecausepartners
typicallyoperateonmuchleaner
profitmarginsanditcancreate
tensioninthebusiness
relationship.
ALLOCATION
MATCHING

9. MDFprogramsareoftenhastilyput
togethertodrivesalesofa
particularproductrange.
They’renotproperlyresourced
orgivenenoughtimetogenerate
results,andeveryonemoves
ontosomethingelseoncethe
quarterends.
LACK OF
STRATEGY

10. Most channel partners will
admit they’re not very good
at marketing. They’re so busy
dealing with clients and
prospects that it’s just not
a priority.
LACK OF
SKILLS

11. Vendors like to think of their
products and services as
complete solutions but
they’re only one piece of the
puzzle that partners have to
deal with.
UNREALISTIC
EXPECTATIONS

12. MEASURING
SUCCESS
There’s an ongoing sense of
disconnect between buying
and selling cycles. Sales team
are focused on quarterly
targets but the buyer’s
journey usually takes a
lot longer.

13. FOCUS ON
PRODUCT
Too much technology
marketing is focused on
products and services rather
than customer goals
and challenges.

14. Thebiggestchallengeisembracing
modern,digitalmarketingbasedon
gettinghighqualitycontentinfront
oftherightpeople.
SCOTT CAULFIELD, NEXTGEN CREATE
”
“

15. WHY
GREAT
CONTENT IS
THE ANSWER

16. Mostofthecontentonvendorwebsitesis
designedtoconvincepotentialbuyerstheyshould
buytheirproductorservice.
Thisisonlyrelevantwhensomebodyisreadyto
makeapurchase.

17. 3OUTOF4business buyers conduct
more than half of their research online
before making an offline purchase.
FORRESTER RESEARCH
What content are you producing
to answer their questions?

18. CONSIDER THESE STATS...
70% 61%
3X
LEADS
ofpeoplewould
ratherlearnabouta
companythrough
articlesrather
thanads.
Contentgenerates
threetimesasmany
leadsastraditional
outboundmarketing
butonaverageitcosts
62%less.
ofB2Bbuyerssaytheir
chosenvendordelivered
abettermixofcontent
foreverystageof
theirjourney.
AXONNMEDIA DEMANDGEN
DEMANDMETRIC

19. Theworldhas
CHANGED
Time-shifting technology has allowed
viewers to skip ads between programs.
Ad blockers allow customers to
remove advertising from the online
experience altogether.
Brands who push their own agenda on
social media are increasingly ignored.

20. Content must educate,
entertain and make your
audience feel something.

21. So what does good
content look like?

22. Great content has to be focused on
clear business objectives.
Always know what you’re trying to
achieve before you start.
ALIGNED
WITH GOALS1|

23. Great content knows who your
decision makers and influencers are
What are their goals and challenges?
How can your brand help them?
KNOW YOUR
AUDIENCE2|

24. Great content is part education and
part entertainment.
It must be useful and make your
audience feel something.
3|SHARE
KNOWLEDGE

25. Great content sparks conversation.
Brands that do this well actively engage
their audiences and encourage them to
help each other.
BUILD
COMMUNITY4|

26. Great content is built on long-term
strategy but lives in the moment.
Be aware of opportunities to add context
to current events.
REACT
QUICKLY5|

27. TIMEFORA
CHANGE
TheB2Bbuyer’sjourneyislonger
andmorefragmentedthanit’s
everbeen.
It’stimetoembrace modern
marketing andstartproducing
usefulcontentthatdrivesreal
businessopportunityforyour
brandandchannelpartners.

28. WHO WE ARE
At Spectrum Group we tell the stories
that won’t tell themselves . We help
brands cut through the noise with a full
range of integrated communications
services, including content, PR, social
media and design.

29. Get in touch with us to talk about how you
can make better use of your MDF funds to
drive real business opportunities for your
brand and channel partner community.
HOW WE CAN HELP
Email us at
content@spectrumgroup.is