Direct, mobile, online, social, print, event – what do all these words have in common? They’re all forms of marketing. And in today’s market, it can be overwhelming for small businesses to develop and execute an effective marketing campaign, especially with limited resources. Join us to hear about the pros and cons of different marketing methods, how each can be leveraged successfully, and which marketing efforts might work best for your business. In this presentation from Tom Perry of Sherpa Marketing, gain marketing objectives specific to the channel and share insights on how to build an effective marketing plan to meet your company goals. Access the full EMEA Conference information from CompTIA at http://www.comptia.org/emea/agenda or access CompTIA's suite of education and research at www.comptia.org.

2. SECRETS
TO
EFFECTIVE
CHANNEL
MARKETING
TOM
PERRY
CEO
-­‐
SHERPA
MARKETING

3. Catchy
eh
?
The
Secrets
to
Effec-ve
Channel
Marke-ng
Direct,
mobile,
online,
social,
print,
event
–
what
do
all
these
words
have
in
common?
They’re
all
forms
of
marke-ng.
And
in
today’s
market,
it
can
be
overwhelming
for
small
businesses
to
develop
and
execute
an
effec-ve
marke-ng
campaign,
especially
with
limited
resources.
Join
us
to
hear
about
the
pros
and
cons
of
different
marke-ng
methods,
how
each
can
be
leveraged
successfully,
and
which
marke-ng
efforts
might
work
best
for
your
business.
We’ll
focus
on
marke-ng
objec-ves
specific
to
the
channel
and
share
insights
on
how
to
build
an
effec-ve
marke-ng
plan
to
meet
your
company
goals.

4. How
About
we
PRIORITISE
?
The
Secrets
to
Effec-ve
Channel
Marke-ng
Direct,
mobile,
online,
social,
print,
event
–
what
do
all
these
words
have
in
common?
They’re
all
forms
of
marke-ng.
And
in
today’s
market,
it
can
be
overwhelming
for
small
businesses
to
develop
and
execute
an
effec-ve
marke-ng
campaign,
especially
with
limited
resources.
Join
us
to
hear
about
the
pros
and
cons
of
different
marke-ng
methods,
how
each
can
be
leveraged
successfully,
and
which
marke-ng
efforts
might
work
best
for
your
business.
We’ll
focus
on
marke-ng
objec-ves
specific
to
the
channel
and
share
insights
on
how
to
build
an
effec-ve
marke-ng
plan
to
meet
your
company
goals.

5. One
of
my
main
themes
today…….

6. One
of
my
main
themes
today…….

7. THE
IT
BUYER

8. 3
Phases
the
Buyer
Goes
Through..
Awareness
Considera-on
Decision

9. OR
..
KNOW
LIKE
TRUST

10. The
TacMcs
Have
Changed

11. The
IT
Buyer
Journey
…..
57%
of
the
purchase
decision
is
complete
before
a
customer
even
calls
a
supplier
67%
of
the
Buyer
journey
is
done
digitally
Average
18.2
engagements
in
buying
process

12. Emphasis
has
Moved….
potenMally
90%
MARKETING
10% SELLING
IT VAR’s are
the exact
opposite of
this

13. TacMcs
are
NUMEROUS
90%
MARKETING
10% SELLING

14. B2B
MarkeMng
Today

15. Lets

16. BUT
FIRST!
THE
MARKETING
ECOSYSTEM

17. MARKETING
SHOULD
BE
SIMPLE
20%
STRATEGY
80%
EXECUTION
Strategic Goals
Corporate Messaging
Marketing Strategy
Value Proposition
Marketing Eco System
Demand Generation
Communications
Press & Social Media
ROI Reporting
Sales Alignment
Vendors Leverage / ROI

18. The
Basic
Infrastructure
Layer
…..
Web & Social Marketing
CRM Automation

19. The
Infrastructure
Layer
is
now
CLOUD
based…..
Web & Social Marketing
CRM Automation

20. MarkeMng
Ecosystem
Customer &
Prospect Comms
Web & Social Marketing
CRM Automation
Product Marketing
Customer
Advocacy
References / Case Studies
Content Marketing
Demand
Generation
Campaigns
PR / Media &
Events

21. THE
BRIEF

22. SPECIFICS
WE
ARE
GOING
TO
COVER
Data
Content
EMAIL
Online
Social
Print
Events
Advocacy

23. DATA

24. Data,
Data,
Data
–
Quick
Wins
/
To
Do
§ Your
List
is
Your
Future
Revenue
§ Structure
correctly
so
you
can
…..
§ Segment
&
Segment
Again
§ Niche
Down
as
Far
as
You
Can
§ Customer
Avatar
§ Update
Regularly
§ Use
Regularly
§ Bolster
Whenever
You
Can
§ Stay
LEGAL

25. Data,
Data,
Data
–
Quick
Wins
/
To
Do
§ Your
List
is
Your
Future
Revenue
§ Structure
correctly
so
you
can
…..
§ Segment
&
Segment
Again
§ Niche
Down
as
Far
as
You
Can
§ Customer
Avatar
§ Update
Regularly
§ Use
Regularly
§ Bolster
Whenever
You
Can
§ Stay
LEGAL

26. CONTENT
MARKETING
• Non Promotional
• Relevant to Reader
• Closes a Gap in Knowledge
• Well Written
• Relevant to your Core Offer
• Provides Proof

27. CONTENT
–
where
to
start
§ Create
or
Borrow
&
Adapt
§ Chop
Up
&
Cascade
– One
ar-cle
§ 4
Blogs,
§ 40
tweets,
§ 10-­‐20
LinkedIn
Updates,
§ 4
FB
ads
……..
§ Recycle
&
Re-­‐Use
§ Use
Social
placorm
to
Automate
&
Plan

28. CHANNELS…
DIRECT
&
EMAIL

29. EMAIL
-­‐
why
§ Why
its
here
to
stay
&
useful:
1. Its
not
social
its
one
to
one
–
if
wri]en
correctly
2. People
rely
on
e
mail
daily
3. It
delivers
response
4. Few
other
opMons
come
close
for
measurability
5. Customers
expect
you
to
inform
them
&
take
technical
leadership
6. With
long
sales
cycles
&
‘compelling
event’
buying
you
need
to
remain
front
of
mind
with
customers
&
prospects
7. Its
relaMvely
cost
effecMve

30. EMAIL
TIPS
for
Success
/
Leverage
§ Always
A
/
B
test
subject
lines
&
headlines
within
e
mails
§ Try
&
s-ck
to
single
subject
emails
with
mul-ple
Calls
to
ac-on
§ Try
plain
text
&
HTML
&
combined
§ Use
proof
points
in
each
e
mail
–
where
your
reader
can
get
corrobora-on
of
what
you
are
saying
/
promo-ng
§ It
is
not
a
one
-me
event
but
a
consistent
effort
regularly
delivered
§ Get
some
help
with
copy
&
test
image
led
&
text
led
http://www.copyblogger.com/37-email-marketing-tips/

31. Direct
Mail

32. DIRECT
-­‐
TIPS
for
Success
/
Leverage
§ Get
some
copy
help
/
swipe
&
deploy
§ S-ck
with
Headline,
Offer,
Deadline,
Tes-monial,
Personalisa-on,
Guarantee,
Mul-ple
CTA’s
§ Tell
a
Story
if
it
helps
§ Use
Bullets
/
List
§ Test
to
a
small
sample
–
postage
is
expensive
§ Use
to
compliment
other
tac-cs

33. ONLINE
–
where
we
drive
people
to….
GET
FOUND
GET
FOLLOWED
ENGAGE

34. ONLINE
–
Your
Window
on
the
World

35. ONLINE
–
Tips
for
Leverage
§ Keep
your
content
updated
§ Collect
details
for
your
list
from
your
web
site
–
landing
pages
=
key
§ BLOG
§ Leverage
&
U-lise
SOCIAL
§ Get
a
LinkedIn
&
Facebook
co.
page
–
test
but
also
for
data
cleansing
§ Test
FB
or
LI
Adver-sing
–
small
£10
per
day
will
tell
you
loads
§ Try
some
PPC
§ Ensure
you
have
SEO
&
Google
Analy-cs
working
(its
free)
§ Run
some
webinars
or
at
least
introduce
them
as
a
qualifica-on
tool

36. SOCIAL

37. SOCIAL
CONTENT
–
Quickly
Consumed….

38. SOCIAL
–
please
get
an
aggregaMon
plaform
!!

39. SOCIAL
–
please
get
an
aggregaMon
plaform
!!

40. SOCIAL
–
please
get
an
aggregaMon
plaform
!!

41. PRINT
-­‐
?
Unless:
• Fully researched by You
• References / Case Studies
• 90+% Specific
• Combined with other tactics
• Audited
• Measurable
WE ARE NOT BRAND
BUILDING

42. EVENTS
But be Selective & Plan Well

43. EVENTS
–
Top
Tips
…..
§ In
house
vs.
External
§ Bums
on
Seats
!!
§ Internal
Events
-­‐
Point
of
Difference
Needed
– Guest
Speaker
– Varied
Agenda
for
Prospects
&
Customers
– Messaging
that’s
Different
– Great
/
Different
Venue
§ External
Events
– Managed
as
Project
– Team
–
Marke-ng,
Sales,
Ops,
Exec
– Promo-onal
Team-­‐
well
trained
,
knowledgeable
– PR
Around
Anendance
– Product
Demo
ability
–
live
preferred
– Exac-ng
Follow
Up

44. CUSTOMER
ADVOCACY…
"Customer advocacy - the idea that your
customers will go beyond mere loyalty to
your products and services and actively
promote them among friends and
associates." David Murphy, Marketing Direct

45. CUSTOMER
ADVOCACY…

46. CUSTOMER
ADVOCACY…
Delivery
§ VITAL
part
of
today’s
mix
&
the
are
many
levels
of
advocacy:
– Video
Case
Study
– Wrinen
Case
Study
Branded
– Wrinen
Case
Study
–
Vanilla
– Tes-monial
– Quotes
– Willingness
to
do
Reference
Calls
– Willingness
to
do
Reference
Mee-ng
– Willingness
to
Speak
at
Your
Events
–
internal
or
external

47. SPECIFICS
WE
HAVE
COVERED
Data
Content
EMAIL
Online
Social
Print
Events
Advocacy

48. YOUR
TURN…..

49. Your
Starter
for
10
….

50. Your
Starter
for
10
….
Technology Companies – UK - no marketing department
Marketing is Complex – use an expert to help you build
Email, Social, Events, Web Site, Content

51. SUMMARY

52. Summary
Building
Blocks
Message
Channels

53. Take
Aways
§ Make
a
Start
but
please……….
§ PRIORITISE
§ Assess
your
current
or
build
a
simple
INFRASTRUCTURE
§ Blend
Tac-cal
Ac-vi-es
together
§ Test
&
Test
Again
§ LAYER
Your
Marke-ng
Over
Weeks
&
Months
§ Make
Time
–
3
hours
per
week
will
make
a
MASSIVE
difference

54. RESOURCES
www.sherpamarketing.co.uk/comptiaevent
• Slides
• B2B Marketing Essentials Guide
• 2015 Marketing Planning Documents

55. Up
Next
§ 12.00
–
Demys-fying
the
Business
Awards
Process
– 5th
floor
Mountbanen
Room
§ 13.00
–
Conference
Lunch
in
the
Exhibit
Hall
– 5th
floor
Mountbanen
Lounge
§ 14.00
–
Maximising
Your
Partnering
Opportuni-es
to
Grow
Your
Business
– 6th
floor
Mountbanen
Room

56. THANK
YOU.