Marketing Strategy

Want to Sell More Software? 3 Reasons to Start Targeting the CMO

Want to Sell More Software? 3 Reasons to Start Targeting the CMO

Written by: Michelle Glennie, The Partner Marketing Group
With the customer experience driving digital transformation, software partners must shift their sales and marketing approach if they want to sell more software. The CMO is the strategic force behind customer experience and, therefore, an important decision maker for software purchases.
So where should you start? When

3 tasks to keep your marketing content from collecting dust

3 tasks to keep your marketing content from collecting dust

By Barbara Pfeiffer, The Partner Marketing Group
 
In a blog interview with the Content Marketing Institute, Andy Crestodina, the co-founder of Orbit Media, expressed the opinion that it’s common to see people “spend 80% of their time on content and 20% of their time marketing it.”
From my experience with our clients, as well

Countdown to the New Year: Three things technology marketers should be doing now.

Countdown to the New Year: Three things technology marketers should be doing now.

By Barbara Pfeiffer, The Partner Marketing Group
 
Hard to believe but we’re approaching the end of the year already. Whether your marketing plan is on a calendar or fiscal year, there are some things that all technology marketers should be looking at in the October-December timeframe.

October. Plan your holiday activities. Whether you’re

Marketers: It’s Not Too Late to ‘Innovate or Perish’

Marketers: It’s Not Too Late to ‘Innovate or Perish’

Today there’s an important shift with ERP buyers, the buying process, the products (in the cloud, for example), and consequently, in marketing. If your organization doesn’t believe in the importance of investing in marketing, you’re likely to be heading for that “perish” category of resellers who can’t/won’t adapt to a changing buyer.
Face it –

The 4 Common Mistakes VARs Make When Outsourcing Their Marketing

The 4 Common Mistakes VARs Make When Outsourcing Their Marketing

In my previous blogs I talked about the need for outsourcing some elements of your marketing collateral.   Hopefully you’re ready to make the investment and reap the investments of adding an expert resource to your marketing team. Unfortunately, like anything else, there can be some “pitfalls” to outsourcing. Before you decide what to outsource and

If You Do Everything, You’re Irrelevant

If You Do Everything, You’re Irrelevant

In today’s world, the buyer has the power. The vast amount of information that is accessible via an internet search makes it easier for the buyer to make choices about software solutions without ever having to pick up the phone and call a partner. When they do eventually call the partner it’s to determine why

Deadly Marketing Errors – Your Website Isn’t Prospect Friendly

Deadly Marketing Errors – Your Website Isn’t Prospect Friendly

In this second of a series of three presentations on ‘deadly marketing errors’, it wasn’t hard to come up with a handful (actually, much more than a handful but hey, the presentation was only an hour long) of website errors that can drive prospects away. We may all think that our websites are ‘prospect friendly’

Re-engineer Your Company DNA With Vertical Marketing

Re-engineer Your Company DNA With Vertical Marketing

In this blog, I will be discussing why you need to align your sales and marketing efforts so you gain traction with vertical marketing.
One of the biggest issues that exist within organizations is that marketing and sales do not work hand in hand or know which accounts they need to target. Marketing has

Confessions from Non-Visual Consumer of Information

Weird title don’t you think? I have to confess that I don’t fit into the demographic of a TV viewer nor that of a video viewer. Perhaps it’s because I grew up in Africa where we received TV in 1976 and then we could only watch the test pattern for 21 hours out of 24.

Search Engine Optimization (SEO) Versus Fresh Content

The number one mistake of companies is updating content just to keep a search engine happy. Your primary goal with online content is to reach prospects; your secondary goal is to keep the search engine happy. So many times, I come across companies that are focused solely on getting fresh content on their website that

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Latest Posts
15 Jan 2019

Want to Sell More Software? 3 Reasons to Start Targeting the CMO

Written by: Michelle Glennie, The Partner Marketing Group
With the customer experience driving digital transformation, software partners must shift their sales and marketing approach if they want to sell more software. The CMO is the strategic force behind customer experience and, therefore, an important decision maker for software purchases.
So where should you start? When

Latest Posts
08 Jan 2019

Top 5 Technology Marketing Blogs of 2018

Written by: Michelle Etherton, The Partner Marketing Group
The start of a new year usually brings about countdowns of favorites and chart-toppers over the past year, and marketing is no different! What were the hottest technology marketing trends and topics in 2018?
Based on our top performing articles over the past year, we’ve brought you

Latest Posts
10 Dec 2018

Nurture Marketing Series 4 of 4: Trial Nurture Marketing Campaign Best Practices for B2B Companies

Written by: Barbara Pfeiffer, The Partner Marketing Group
Through this series, you’ve learned what nurture marketing is, how to create a drip nurture campaign to stay top of mind and how to move a prospect through the sales process with trigger based nurture marketing campaigns. Now we will walk through how you can create trial

Latest Posts
10 Dec 2018

Nurture Marketing Series 3 of 4: Trigger Based Campaign / Lead Nurturing Best Practices for B2B Companies

Written by: Barbara Pfeiffer, The Partner Marketing Group
What is lead nurturing? How do you create a trigger marketing campaign? In the past two blogs of this series, I’ve shared the different types of nurture marketing with a deeper dive into drip nurture and now I’ll help you through lead nurture best practices.
As I

Latest Posts
29 Nov 2018

Nurture Marketing Series 2 of 4: Building a Successful Drip Nurture Marketing Plan for B2B Companies

Written by: Barbara Pfeiffer
For part 2 of our nurture marketing blog series, we will discuss in-depth how to create a drip nurture marketing plan for B2B companies.

What is a drip campaign?
As defined in my previous blog, What is Nurture Marketing and Why Is It Important in B2B Marketing?, drip nurture is