Managing Content: A Step by Step Guide for the Channel

We talk a lot about content marketing and the importance of content-driven websites.  There’s no doubt that content is critical today, and you’re probably engaged in content development and content marketing to some extent by now.  In case you’re not a believer yet, or question your sanity as you slave away over writing blog posts, … Read moreManaging Content: A Step by Step Guide for the Channel

Create an Emotional Connection with Your Brand

There seems to be a long held tradition in B2B marketing, especially in the Telecom and IT space, to be as boring as possible.  What I see most frequently in the market is a very stiff, feature-advantage-benefit oriented approach to messaging.   I think it’s byproduct of so many years of selling on features, “speeds … Read moreCreate an Emotional Connection with Your Brand

Flashy Features Don’t Make for Great Website Design

I just listened to a great episode of the 99% Invisible Podcast called McMansion Hell: The Devil is in the Details.  If you haven’t ever heard of 99% Invisible, it’s a podcast “about all the thought that goes into the things we don’t think about — the unnoticed architecture and design that shape our world.”, … Read moreFlashy Features Don’t Make for Great Website Design

How to Break the 80/20 Rule with Channel Marketing

Getting over the 80/20 rule is a common challenge faced by channel marketers and channel organizations of all kinds.  The name “80/20 rule”  alludes to channels that get 80% of their revenue comes from 20% of their partners, or alternatively, that 80% of their partners are inactive while 20% are regularly producing.  Inactive or underperforming … Read moreHow to Break the 80/20 Rule with Channel Marketing

Creating a Marketing Drip Campaign for Channel Managers

Here’s a little but effective tip I picked up a long time ago from a guy who was the top performing channel manager during pretty much my entire 8 year tenure with PAETEC: Channel managers should reach out to each partner individually at least once a week with some kind of valuable piece of information … Read moreCreating a Marketing Drip Campaign for Channel Managers

Make your Website the Hub of Your Marketing

All of your marketing efforts, whether email marketing, content marketing, social media marketing, whatever, should ultimately be to drive users back to your website.   Content is the number one driver of traffic to your website. Driving traffic to your website is like pouring opportunities into the top of a funnel.  Content can be blog posts, … Read moreMake your Website the Hub of Your Marketing

Stop Sending Holiday Marketing Messages to Your Partners and Customers

Halloween is right around the corner and with it will come generic Halloween-themed marketing concepts.  SPIFs from carriers all have spooky designs, emails on the iAgent Network will bear cliché stock photo monsters and ghosts, and Halloween inspired puns will abound in content.  While that strategy is at home in B2C marketing, in my opinion, … Read moreStop Sending Holiday Marketing Messages to Your Partners and Customers