Channel marketing firm, Outsource, appoints Kit Craig to lead channel consulting and training practice

Sydney – June 16, 2016: Local B2B IT channel marketing agency, Outsource, has appointed former Australian and New Zealand IBM Software Marketing Manager, Kit Craig, to the role of Channel Consulting Director.

This appointment expands Outsource’s marketing and lead generation solutions to include consulting and training for vendors and partners.

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Why resellers don’t use vendor marketing funds – inside the last mile mystery

When I speak to vendor channel marketing managers a common theme typically comes up.  It’s the fact that many resellers don’t apply for their eligible MDF.

Usually the same conversation comes up. “Partner X has accrued marketing funds, or is eligible for marketing support, but we just can’t get them to apply.”

This issue is often accompanied by additional concerns.

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How dirty is your data?

Whether you care to admit it or not, your marketing database is riddled with old and useless data. You should be worried. Data decay is costing you money. Your direct marketing activities won’t generate sales if your database is littered with inaccurate information.

Data decay happens faster than you think. Try this simple exercise. Ask a room of business people to mark every word or number on their business card that’s changed in the last 12 months. New employees should highlight the entire card as all of their data changed the day they started. You’ll be alarmed by the number of changes that have occurred. A similar study was carried out in 2002 by John Coe, President & Founder The Sales & Marketing Institute. The results were staggering. An incredible “70.8 per cent had one or more changes in a 12-month period”.

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Working your data

Outsource blog: Working your dataI’m going to say this straight out – managing contact databases is hard, tedious work.  Personally I’d rather paint my house with a toothbrush.

However, like most things that are hard work, the pay off is worth it.  It’s a job that’s just got to be done.  The cost of planning, creating and executing marketing campaigns to databases that are in a bad state of repair is too high to ignore.  It’s not just the cost of running a campaign, it’s the opportunity cost of failing to reach the people who could or should be interested in what you have to tell them.

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Social media. The new “black”

Outsource blog: Social media. The new “black”It seems that no matter where you go, people are talking about this new phenomenon called social media, and what it means for businesses.

The conclusion from the circles I have traveled has been “not much”, or “we’re waiting to see”, or downright skepticism that there will be benefits for business-to-business interactions.

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