By Adam Benson, Outsource Director
My family recently moved house. We were packing up and trying to find a home for a few surplus items of furniture that won’t fit in the new place. As a result, I got the job of wrangling with eBay.
As I was trawling through my ‘selling’ list of larger, more costly items, it occurred to me that there are some good lessons to be learned when comparing this experience to lead generation for B2B companies.
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Creating a content marketing strategy for your B2B business is easy and comes with many benefits. If you want to find out what content marketing is, the types of content marketing you can use, how you can use it in the B2B space, and the benefits you’ll reap from your efforts, read on.
Thanks to business social networking channels like LinkedIn, it is easy to identify potential B2B prospects based on criteria such as industry, role, and seniority. Organisations that are not taking full advantage of this tool are missing out on the opportunity to generate more leads, often at a significantly lower cost than traditional outreach methods.
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What’s important to your indirect channel?
It’s an all-too-common question from IT vendors: “How can I get my resellers to sell more of my stuff?”
OK, it’s usually put in more business-like terms such as “wallet-share”, “percentage of business” or “partner penetration”; but it’s always the same question.
B2B tech audiences love interactivity. For a decade or more, they’ve been on starvation diet of whitepapers, fact sheets and case studies. If any market was ripe for an interactive content marketing makeover, it’s B2B tech audiences.
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By Kit Craig, Channel Consulting Director
Last week I read an excellent article by Nicole Laskowski, Senior News Writer at CIO.com, about Goldman Sachs’ new consumer lending business.
The article is an interview with Goldman’s CIO, Martin Chavez, who talks about having to compete with small, agile, ‘born-in-the-cloud’ lending companies. To compete, Goldman Sachs has to play the born-in-the-cloud game, embracing cloud services and open source software to be a “fintech start-up with 147 years of experience”.
There are four profound lessons in this that IT vendors and their channel partners should be taking to heart, especially those targeting enterprise customers.
Just as it is important for vendors to choose wisely when it comes to selecting the appropriate channel partners to work with, it is equally so for channel re-sellers and distributors to take as much care in choosing the right vendors to work with.
A few weeks ago I was at a software vendor’s conference where they were spruiking the benefits of being a partner. The whole pitch was around being a services-lead business: how your business acumen and technical know-how will give the end customer the confidence to let you guide them on their IT journey, during which you can deliver best-in-class products as part of a total solution. There was lots of talk about consultancy selling and managed services.