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The Partner Marketing Group Blog

Why Technology Marketers Should Go All In on LinkedIn

By Barbara Pfeiffer

I’ve been doing a lot of LinkedIn presentations lately to software and technology clients. The discussions afterward have been really interesting and left me a little surprised at how underutilized this network really is. Most technology marketers I speak with have decent company pages, post fairly regularly (as on other networks), and may have dabbled in

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How and Why You Should Now Write Compound Blog Posts

By Cheryl Strege

Gloom, despair and agony (a nod to a classic Hee Haw skit) is often the reaction when I ask our clients—primarily our ERP and CRM resellers, ISVs and accounting professionals—about their blogging strategy. Most struggle with producing enough content to meet the schedule on the editorial calendar (if they even have one), much less think

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The New Case Study: More creative ways to tell your customer stories

By Cheryl Salazar

As technology marketers, or technologists, our comfort zone often lies in our product knowledge. If you are the MASTER of telling people how awesome your products are and why they should use them, your potential customers probably checked out a long time ago.
As my colleague noted in a recent blog, 3 Customer Engagement Lessons

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7 Quick Tips for Marketing Dynamics 365

By Michelle Etherton

The race is on! Dynamics 365 has a lot of Microsoft Dynamics partners around the world both excited and overwhelmed right about now. You’ve got to figure out not just how to market it, but how to explain it. We’re already helping partners educate their customers and prospects about Dynamics 365 and know some of

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Clever, Creative Customer Success Stories

By Michelle Etherton

Whether you call them client case studies or customer success stories, they are one of the most – if not the most – important marketing assets you can have. When you can’t compete on product and price alone (and who can these days?), you better be able to prove your business value to prospects and customers in

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The Marketing Curmudgeon: Why You’ll Never Succeed at Nurture Marketing

By Barbara Pfeiffer

I’ve been advocating for nurture marketing as an essential component to every successful marketing plan for years. That said, the recent results of our 2016 Technology Marketing Survey around nurture marketing were disturbing to say the least.
A full 44% of respondents have NO nurture program in place (although in fairness, half that amount said

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Is Marketing Automation the secret to success? Not always.

By Cheryl Salazar

Marketing automation is just one tool we marketers love to have in our bag of tricks. Not all companies can afford one and that might not be a bad thing. After working with various marketing automation systems over time, I’ve come to the conclusion they are great in certain situations and not in others.
If

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5 ways to help your small marketing team get big results

By Michelle Etherton

In the real world, most technology vendors, partners and ISVs will never be able to hire a large marketing team. Typically it’s a small group—sometimes one very exhausted individual—working their tails off to do the best they can with what they have. Whether you’re short on time, staff or knowledge, we’ve got 5 ways to help

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Building Profitability With the Microsoft Cloud Solution Provider Program

By Cheryl Salazar

I was recently invited by Microsoft to attend Sage Summit 2016 and deliver a presentation on Building Profitability in a Cloud-first Economy, geared specifically towards Sage VARs. Through my preparation on Microsoft Azure and the Microsoft Cloud Solution Provider (CSP) Program, and some great conversations at the conference, a few things became very apparent to me.

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Latest Posts
23 Jun 2017

How to Use a ‘Pain Chain’ to Add Customer Value

A ‘Pain Chain’ is a powerful visual map first introduced by Keith M. Eades in his book, The New Solution Selling: The Revolutionary Process That is Changing the Way People Sell. Software and technology providers can use the Pain Chain to help determine the source of pain for customers and discuss, with the right people,

Latest Posts
20 Jun 2017

Why B2B Marketing Isn’t Working

Businesses don’t talk to each other. They don’t form relationships. They don’t feel stress or long for more time with family. They can’t engage and, oh yeah, they don’t buy technology. Nope. No wonder why B2B marketing isn’t working for so many software and technology companies!
The lines are more blurred than ever in marketing

Latest Posts
02 Jun 2017

4 Lessons I Learned as a Managed IT Services Mystery Shopper

A Managed IT Services client of mine recently asked me to be their ‘mystery shopper’ and call all their competitors to ask for pricing and a formal proposal. They wanted to review their pricing and offers to ensure they aligned with current customer and market expectations in a relatively small geography. What an eye-opening experience

Latest Posts
01 Jun 2017

Thinking of Buying an Email List?

Almost everything you read by B2B marketing experts on buying an email list reaches the same conclusion: “Don’t do it.” The reasons range from compliance with anti-SPAM laws (such as CAN-SPAM and CASL) to results (most purchased lists simply don’t perform that well).
Is building a list organically ALWAYS a better option?
For the most

Latest Posts
22 May 2017

How Busy B2B Buyers Want Content

Being in the content business, we’re always keeping pulse on what buyers want from the content we create for our clients. I recently read a report that drove home one of the biggest considerations for today’s content strategies—B2B buyers want you to get to the point. And fast.
The report I’m referring to is, Time-Starved