The Evolution of Marketing for Telecom, IT and Cloud Companies

619.573.6377 | gimmemojo.com | @mojomktg619.573.6377 | gimmemojo.com | @mojomktg
The Evolution of Marketing
for Telcom, IT and Cloud Companies
And the Top THREE Ways You Can Leverage IT

619.573.6377 | gimmemojo.com | @mojomktg
Angela Leavitt
Founder & Chief Mojo-Making Officer
(Lover of Canines & Vegetables)
15+ years sales & marketing
3 years as Director of Marketing for Telesphere
Every Channel Show since 2008
Speaker at Channel Partners, ITExpo, CompTel
Oh, hi!

Who is Mojo?
Telecom, IT and
Cloud Only.
Have helped dozens of carriers, agents
and VARs improve their revenues and
branding.
We have LOTS of data on
what works

Who’s working their Mojo?

Agenda
Why traditional marketing is dead
How customer acquisition has evolved
What this means for telecom agents, VARS and MSPs
3 ways you can harness the power of the “Connection
Economy”
A 5-step guide to implementation

Traditional Marketing is DEAD!

Yet, many remain stuck…

Remember when…?

Welcome to the Information Age

Those Were The Days!

Fast Forward to 2015

Email in 2016

2016 Google

How do you make buying decisions today?

Blogs Articles
Consumer
Guides
White
Papers
Case Studies Videos
Infographics News Podcasts
#1: We research…online.
How do we make decisions today?

#2: We ask our social
network for a referral.
How do we make decisions today?

Cold emailing
Cold calling
A “numbers game”
Biggest budgets win
Online gimmicks & tricks could work
“Sprinters” could do well
Old Way (Information Age) = Sprint

New Way (Connection Economy) = Marathon
Thought leadership
Educate into your funnel
Build a “tribe”
Reviews, referrals, testimonials =
$$
Specialists and niches rule
Strategic partnerships

The Good News
It’s Not Your Fault
You’re running your businesses
Lots of BS info out there
No time
Simple improvements can make big changes
“Small hinges move big doors”
1
2
3

Telecom, IT, CloudMARKETING MUST-
HAVES

Big Pictures
Longer Home Pages:
Less text, more
.
Highlight benefits.
Rotating images don't
perform as well as static
images.
A Current, User- & Mobile-Friendly Website

Study of more than 2,000 U.S. adults
revealed that 35% of U.S. Consumers
have totally disengaged from any
purchases with a small business after
discovering they have a poor quality
website.
What’s the BIG DEAL with WEBSITES?

Website: Messaging
Benefits: What are the three benefits you bring your client?
Probably a variation of
Save Time Greater Efficiency Scalability Save Money Reduce Risk
SAY IT. ON YOUR HOMEPAGE.

Unique Selling Proposition:
What makes you unique in the marketplace
SAY IT. ON YOUR HOMEPAGE.
If you don’t have
something, start
coming up with it
now
3 words are the
strongest (Biggest,
Only, and First)
These words are popular,
but not as strong (The
Best, the Leading, the
Most, etc.)
Website: Messaging

Website: Calls to Action
24 Flavors
3% Purchase Rate
6 Flavors
30% Purchase Rate

On every single page. Tell people what to do.
Website: Calls to Action

Consistent, Relevant, Optimized Content
Blogs Articles
Consumer
Guides
White Papers Case Studies Videos
Infographics News Podcasts

More Big
Pictures
Design: Less text,
more images.
Links: Send people
back to your blog for
more info.
Monthly Newsletter/Email Marketing

What the Experts are Saying…

200 million Americans registered on the FTC “Do Not
Call” list
By 2020, customers will manage 85% of their
relationship without a human
Companies using inbound marketing have 55% more
traffic & 70% more leads
WHY??WHY???
1
2
3
Buyers do NOT want to be interrupted!!!

“OMG, Angela!
This is sooooo much work!!!”
Well…yes and no…

It’s kind of like apples…

Bye bye fakers!
It builds on itself
It multiplies exponentially
Playing field is leveled
The Good News...
1
2
4
3

5-Step Guide to
Marketing Success

Fix your “leaky” website
– Design, messaging, CTA, lead capture
Develop SEO-optimized content  host on website/blog
– Infographics, videos, case studies, blog posts, memes.
– Non-salesy! Just address the pain.
Drive traffic to your website
– Post links to social
– Email campaigns/automation
– Digital campaigns/paid search
5-Step GuideThe 5-Step Guide
1
2
3

Find out where buyers ‘hang out’ online.
– LinkedIn, Twitter, Reddit, forums, groups, etc.
– Like, comment, share. Law of reciprocity.
– Post your useful content.
Leverage Big Data & Programmatic Marketing
– Find & follow your prospects around the web
(Google remarketing, LinkedIn/FB ads, etc.)
– Never been easier to target your EXACT audience
– Purchased history & interests
– Everything is moving toward “pay to play”
4
The 5-Step Guide
5

People want to connect with people
Post from your leaders, not just your brand.
Online marketing does not replace in-person
relationship building
The more visible you are in the real world, the more effective
your social media marketing will be.
A little personality goes a long way.
Be authentic, clever, funny, entertaining.
3 Success Principles
1
2
3

Shorter
SALES Cycles
Increased
REFERRALS
PRICE is less
of an issue
Earned TRUST
(Less ‘selling’)
Prospects Contact
You PRE-SOLD
More Invitations to
SPEAK
The Results?

QUESTIONS?
Let’s connect!
angela@gimmemojo.com
@mojomktg
linkedin.com/in/angelaleavitt

The Evolution of Marketing for Telecom, IT and Cloud Companies

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