023: How IT Solution Providers Use Marketing Content to Speed Up Sales Cycles
Outcome Studio Podcast - Marketing & B2B Technology Talk
Release Date: 07/16/2019
031: Aligning Stakeholders Upfront for More Engaging Marketing Content with Eric Eicher and Bryan Kryder
Outcome Studio Podcast - Marketing & B2B Technology Talk
Eric Eicher and Bryan Kryder are co-founders of RightHand, a marketing agency based in Indianapolis. I wanted them to share their process for actively aligning stakeholders, such as executives, marketing teams, and sales leaders, to achieve common language and goals before doing marketing execution. This saves teams time and gets better engagement from buyers. They learned this framework after years of making videos and campaigns that didn't "work" because strategy, messaging, and goals were misaligned.
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030: Enabling IT Channel Partner Success and Revenue with Good Marketing Execution with Brent Patrick
Outcome Studio Podcast - Marketing & B2B Technology Talk
Brent Patrick is Senior Marketing Manager at Scale Computing. He's responsible for Channel Marketing and Marketing Ops. This includes sales handoff and sourcing leads for the Account Development reps. In Episode 030, we discuss how agile marketing in 2020 has allowed their partners to increase revenue during a tough economic climate. Brent's holds certs in Pardot and the SiriusDecisions B2B Marketing. Certs help him think outside the IT industry, enabling good marketing execution with speed and confidence.
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029: (Part 2 of 2) Why Technical Aptitude Sets You Apart in IT Sales, the Human Impact of Tech with Jasmine Morris
Outcome Studio Podcast - Marketing & B2B Technology Talk
Jasmine Morris and I had blast in Part 2 talking about selling IT solutions to customers in 2020, especially when many sellers have had to execute from 100% inside and marketers have been 100% digital. Jasmine highlights how she doubled down on existing customers by helping them think about their future-state (which has been accelerated in 2020). We also touch on how getting technical certifications has helped Jasmine's confidence and ability to be a holistic seller (Tech, Business, and Human).
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028: (Part 1 of 2) Working in IT Sales while Black, How Inclusive Teams Get Better Results with Jasmine Morris
Outcome Studio Podcast - Marketing & B2B Technology Talk
Jasmine Morris is an Account Manager at CBTS, selling IT solutions to small and medium-sized businesses in Indiana. She's also the Creative Director at Indy Black Millenials, and she's getting her MBA in Information Technology and has worked on a handful of sales engineering certifications.
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027: Salespeople as Content Creators, Selling 100% Through the IT Channel with Zach Broome at Procurri
Outcome Studio Podcast - Marketing & B2B Technology Talk
Zach Broome is a Channel Partner at Procurri. He's produced over 30 videos on his "Procurri Zach" YouTube channel. Zach has been in channel sales focused on the IT data center for almost six years. For the past two years he's found that making video content as a salesperson keeps his relationships strong during long deal cycles. If you work in sales or marketing at a VAR, MSP, Solution Provider you'll enjoy this episode. Zach's role at Procurri helps VARs sell more net-new infrastructure deals.
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026: Mindset Discussion with Mentor Casey Patrick O'Connor
Outcome Studio Podcast - Marketing & B2B Technology Talk
Casey Patrick O’Connor is the Owner of CanDoCanTeach.com.
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025: When to Use Podcasting & Events to Build Impactful Relationships with Aaron Watson
Outcome Studio Podcast - Marketing & B2B Technology Talk
When do I use podcasting or branded events to get ROI versus make relationships? How do I use LinkedIn to distribute my media if I'm in a B2B business model? Who is best for starting a podcast? Should I be doing video, events, or podcast? What's the strategy for sourcing podcasts guests? Aaron Watson, CEO of Piper Creative, host of the Going Deep with Aaron podcast, and creator the Going Deep Summit discusses all this and more with us on Outcome Studio Podcast episode 025.
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024: Being the Best You, Finding a Mentor, and Growing Confidence with Seth Thompson and Kyle Steele
Outcome Studio Podcast - Marketing & B2B Technology Talk
This episode highlights that being a fearless professional can be easier with a confidant or mentor.
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023: How IT Solution Providers Use Marketing Content to Speed Up Sales Cycles
Outcome Studio Podcast - Marketing & B2B Technology Talk
Why is it important for IT solution providers and manufacturers to invest in content, even if it's a core piece of content once a quarter? In the world of IT, solution providers have access to partner portals with great content, however...
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022: 4 Part Formula for the IT Channel to Drive Better Buyer Attendance - Tips for List Building, Email, Phone, and Social
Outcome Studio Podcast - Marketing & B2B Technology Talk
There are 4 main parts to a successful outbound campaign: List Optimization, Email, Phone, and Social Media. This episode 022 with Blake Johnston, CEO at OutboundView, is less focused on messaging and more focused on reducing friction within the tools to help us have conversations. There is a category of technology called "Sales Acceleration" tools that the IT Channel needs to understand. They can transform ability to connect with buyers to drive attendance to events, webinars, and other content.
info_outlineWhy should IT solution providers and manufacturers invest in content specific for buyers or verticals, even if it's a core piece of content once a quarter? In the world of IT, solution providers have access to partner portals with great content.
However, when the content is blanket and generic, is the content actually valuable to the customer? Do buyers "glaze over" it? In this episode, Greg Hammer, Director of Agency Services at IMS360 walks us through why a Field Marketer or a Solution provider would want to customize content. We also discuss positioning solutions and integrations with other tech (versus selling single technologies) and how to get sales team adoption.
Show highlights:
- 02:30 - Greg Hammer, Director of Agency Services at IMS360. He has a background in coding/ marketing undergrad/ MBA, and now gets to be both technical and do content for the IT Channel. Greg even worked a job in Yellowpages sales early in his career and has seen the marketing industry transform.
- 06:00 - Definitions for the IT Channel. OEM (Original Equipment Manufacturer), Resellers, and Distributors.
- 08:00 - Resellers do solution selling and sometimes partner portal content is too blanket. Manufacturers therefore are starting to enable resellers to start "customizing" content.
- 15:00 - How are we defining content? (e.g. a PowerPoint, versus video, versus email) Content for loyalty/ existing customers, versus new customers.
- 19:00 - Content formats vary, but it always needs to support sales cycle and buyers journey. Best practices working with an agency.
- 22:00 - Content can be a bad investment if it's not distributed. Marketing is both art and science.
- 25:00 - Ways to think about distribution.
- 29:00 - Account-Based Marketing and Persona Development for content.
- 33:00 - Example of how video content helped a reseller tell an in-depth story of a complex solution with one effective piece of content. They built awareness and used it for follow-up with the buyers after sales meetings.
- 37:00 - Parting words.