Vertical Marketing

Marketing Vertically Or Horizontally, Or Both

Marketing Vertically Or Horizontally, Or Both

By Cheryl Salazar, The Partner Marketing Group
 
The Microsoft community is a unique industry in and of itself made up of Microsoft partners and ISVs each vying for their corner of this unique marketplace. Many partners choose to market horizontally, to the masses of businesses looking for modern technology. Others may choose to

Show Me – Don’t Tell Me

Show Me – Don’t Tell Me

According to a recent report by ITSMA, 62% of software buyers believe reports from independent analyst groups (e.g. Gartner) are most helpful during the sales process. That’s not surprising. Companies buy based on trust. In this self-serve world where “93% of B2B buyers use search to begin the buying process” (iMEDIA CONNECTION) credibility gives you

Is a Microsite a Valuable Tool?

Is a Microsite a Valuable Tool?

In the blog, If You do Everything, You’re Irrelevant, we focus on how you go about positioning yourself as an organization with vertical expertise. This blog extends to the creation and value of the microsite as a sales and marketing tool to establish your company as a vertical leader.
Websites are valuable sales 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

‘Verticalize’ Your Content

‘Verticalize’ Your Content

So you’ve decided that a vertical marketing focus (which is more in-depth than an ‘industry’ focus) is the way to go and now you look at your content and wonder what you are going to do about all the horizontal stuff you have and the investment that it’ll require.
Fortunately with the web, social media

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

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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