It’s hard enough to market your own products and services. When you’re marketing someone else’s, however, you need to be even more creative — and strategic — about how you use your market development funds (MDF).
As part of our recently-launched ResellerEngine service, B2BNN will be hosting a free webinar on Wednesday July 11 at noon EST called Stop Leaving Money On the Table! Best Practices To Help Resellers Secure MDF and Drive More Revenue.
Get a sense of the discussion to come in this recent cap between B2BNN president Jen Evans and Gayle Kosokowsky, general manager at our partner in Reseller Engine, the Mezzanine Group.
https://twitter.com/resellerengine/status/1014917666002362368
A1. There is a heavy reliance on digital marketing because it is relatively inexpensive and its easy to measure ROI. #resellerchat
— Gayle Kosokowsky (@gaylekos) July 5, 2018
A1 So many factors: the advent of SaaS is changing how the channel operates in general, the impact of digital on channel lead generation programs, the impact of content marketing … personally I think everything-as-a-service is the biggest driver of change. #resellerchat
— jennifer evans (@nejsnave) July 5, 2018
A2 Digital is so great for #channelmarketing in part because it allows for hypertargeting, super important for channel partners in niche industries. #b2b niches can be very big! That kind of targeting, based on industry, stage of buying cycle, can be very powerful. #resellerchat
— jennifer evans (@nejsnave) July 5, 2018
A3. @resellerengine @nejsnave And offline is just as important to measure as online/digital.
#resellerchat— Gayle Kosokowsky (@gaylekos) July 5, 2018
A3 Yes! And more challenging. You have to structure offline programs carefully to get metrics, with the measurement end goal in mind. #resellerchat
— jennifer evans (@nejsnave) July 5, 2018
Q4. One change we’ve noticed is #mdf program requirements are increasingly focused on, and approval contingent on, ROI. What does that mean when it comes to program implementation? #resellerchat
— ResellerEngine (@resellerengine) July 5, 2018
A4. It depends on the program but we see marketing qualified leads as the most common KPI. As for more onerous, I think the expectation is high because the expectation is that you have invested in software to make reporting easier. #resellerchat
— Gayle Kosokowsky (@gaylekos) July 5, 2018
A1 So many factors: the advent of SaaS is changing how the channel operates in general, the impact of digital on channel lead generation programs, the impact of content marketing … personally I think everything-as-a-service is the biggest driver of change. #resellerchat
— jennifer evans (@nejsnave) July 5, 2018
A4. You need to know your KPIs to qualify for #mdf and report them accurately during the program. #resellerchat
— Gayle Kosokowsky (@gaylekos) July 5, 2018
Wow, time flies when you’re talking channel marketing! Time for 1-2 more questions. Q5 for @nejsnave @gaylekos: What’s the key difference in VAR vs MSP marketing? #resellerchat
— ResellerEngine (@resellerengine) July 5, 2018
A5 I think the “always on” program is a factor any time you’re marketing something as a service. So MSP marketing is about trust, relationships, stability, where VARs (an increasingly smaller part of the channel) are more about specific domain expertise. #resellerchat https://t.co/3qlnQywkrz
— jennifer evans (@nejsnave) July 5, 2018
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