How to target the C suite more effectively

Outsource Blog: How to target the C suite more effectively

Many organisations talk about targeting the C suite, or top level management in an organisation. After all, they are usually the ultimate decision-makers and can open doors to other top-level connections. Yet most people will agree that it is very difficult to get the attention of a C-level executive because they are the most highly-protected and time-poor people in any organisation.


Why you should avoid using your corporate email system for marketing and client communications

There’s plenty of evidence that email can be a highly effective channel for promoting products and services and regularly communicating with prospects and clients.

However, many organisations do not have access to professional-grade email marketing tools or CRM-based email tools, so marketers rely on standard, corporate, in-house email systems. While this is a convenient option it can create problems when it comes to getting messages to an audience effectively:


Six ways to help partners activate their marketing development fund allocation

Outsource blog: Six ways to help partners activate their marketing development fund allocationIt can be a constant challenge for vendors to use their marketing development fund (MDF) effectively. Ideally, partners who are eligible for MDF allocations apply for funds of their own volition in a timely manner and use them efficiently and effectively to build pipeline and increase sales for the quarter. The reality is that partners often leave MDF on the table.


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.


Five tips for designing marketing materials

Marketers are spoilt for choice when it comes to communication channels. Traditional channels have now been supplemented by digital options. Smartphone use has also radically increased – changing the user experience.

Whatever your chosen channel, good design principles remain unchanged.

The old adage ‘less is more’ is a cliché but in many respects it applies to good design. An over designed piece of collateral often distracts your audience from your message. There is little value in impressing with your design skills if your call to action goes unnoticed.


Think your purchased marketing list is good to go? Think again

Just bought a list of email addresses from a reputable Australian list provider? Then read this before you take another step. It could save your company’s reputation, not to mention a lot of money.

Buying a list of prospects from a genuine list provider is a great way to increase your email campaign’s success rate. But before you start emailing these bright, shiny new contacts, you’d better make sure you’re not breaking the law.


Four tips for writing compelling eDM content

Convincing people to take notice of an eDM is difficult. It must cut through the email clutter. It must entice people to open it, read the content and, most importantly, do something. You want them to act, visit a website or register to attend an event.

An effective eDM needs an enticing subject line. It needs strong, personalised copy that propels the reader to the end offering a clear, simple call to action. You’ve got to create the eDM your customers want to receive, not the eDM you want to send.


Surprise events – a recipe for disaster

One of the things fast moving consumer goods (FMCG) and consumer packaged goods (CPG) companies can teach B2B marketers to do better is research.

When your business focuses on creating and then moving millions of units into market, the stakes are high if you get it wrong.  Not only can your brand take a very visible hit, your bottom line can take a beating too.  A warehouse full of products no-one wants is a financial disaster by any measure.


Why events-based marketing is still one of the best sales programs you can run

What other marketing activities do you know of that gives you an opportunity to bring prospects into your world for an hour or two (or longer) and be completely engaged with you at the exclusion of all else? 

They do sound more compelling when you say it like that, and of course many companies do try to run events as part of their marketing program, but often with mixed results.