Scott Lindars, a former Citrix senior alliance marketing manager and now director of technology markets at Merit Mile, an interactive agency in Boca Raton, Fla., outlined MSP marketing tactics at the MSPWorld conference this week in Orlando.
Here are his top five tips:
Optimize your website for mobile devices
Lindars emphasized the date April 21, 2015. That’s when Google Search ramped up the importance of mobile-friendly websites in its page-ranking formula. By October of last year, more than half of Google searches were conducted from mobile devices. Lindars implored MSPs to optimize for mobile if they hadn’t already, noting the availability of tools and web specialist companies that can help update websites.
“There’s no excuse for having an outdated website,” he said.
Deliver only the essential content
Lindars said an MSP’s “why” — messaging that tells prospective customers why the company is different — must be front and center on its website. He advised MSPs to audit their web presence, trim and focus. For example, if an MSP offers 50 services but only 10 are critical, it should focus on those 10 services rather than describe the entire portfolio. Good content is still king, he added, noting MSPs should aim to emphasize quality over quantity. Examples of possible content include whitepapers, surveys and reports, thought leadership pieces, trends and predictions, emotional customer stories, how-to articles, infographics, and top-10 lists.
“Video is a must-have,” Lindars said, noting that business executives watch work-related videos at least weekly. He described three types of videos that companies should include in their MSP marketing approach:
- How it helps — Such videos describe how the MSP solves a particular problem, trend or demand in the marketplace.
- Lifestyle solutions — These videos show how the MSP’s services help customers in the real world.
- How it works — In this type of video, the MSP sets forth the technical basics of how its offering works.
Lindars suggested MSPs keep videos short, noting the top-performing Facebook videos are less than two minutes long. He also recommended using strong, compelling visuals.
Use social media to drive sales leads
Lindars pointed to research that suggests MSPs using social media can increase revenue, reduce marketing costs and close more leads. But Lindars cautioned companies to refrain from targeting every social media platform with an MSP marketing campaign. He said the social media landscape continues to evolve, advising MSPs to stick with the outlets their buyers are most likely to use. And social media messages should be designed to elicit audience action.
“Get them to bite,” he said.
Do email the right way
Nurturing leads via email works, according to Lindars, but getting sales-ready leads via email requires MSPs to have a strategy. The emails dispatched in a given campaign should work together and offer a consistent look and feel. The email list should be up to date and segmented (targeted toward a particular IT customer audience). The email copy should be clean, simple and focused, Lindars said.
Today’s news that Brocade Communications Systems Inc. has made a $1.2 billion bid for Ruckus Wireless will impact channel partners of both companies, but don’t expect details until the deal closes sometime in Brocade’s third fiscal quarter of 2016.
This latest acquisition for Brocade will add Wi-Fi infrastructure products to the company’s portfolio.
“From our perspective, the [Brocade and Ruckus] technologies compliment each other. They don’t overlap,” said Pete Peterson, vice president of global channel sales at Brocade. “We have a strong channel ecosystem, as does Ruckus, and not a lot of overlap in the channel, so we think there’s an opportunity for our existing partners to sell more Ruckus solutions and for Ruckus partners to sell more Brocade solutions. And more importantly, the combined partner ecosystem will have the ability to fulfill the new digital networking capability that nobody in our particular network space has on their line card today.”
For now, partners should expect business as usual, according to the Brocade channel chief. When the acquisition is completed, partners will be able to sell from the data center to the wireless network edge.
While some Brocade partners may have been delivering this network capability by combining multiple vendors’ products (including Ruckus technology), channel partners can soon deliver it through a single vendor brand.
“We’ve been partnering with other vendors, including Ruckus, for quite some time, and it has worked out well for us. Even after the acquisition, we’ll continue to build on our open standards-based portfolio and continue to work with other networking vendors,” Peterson said.
The Ruckus Wireless acquisition won’t be Brocade’s first time combining vendor channel organizations, which has been part and parcel of acquisitions it has made over the years. In 2015, Brocade acquired the Steel App business unit from Riverbed Technology, as well as Evolved Packet Core specialist Connectem. The previous year, Brocade purchased Vistapointe, and, in 2012, acquired Vyatta. Back in 2008, Brocade acquired Foundry Networks.
Ruckus Wireless will operate as a wholly owned wireless network business unit led by Ruckus CEO Selina Lo, who will report to Brocade CEO Lloyd Carney.
Verizon today announced the appointment of Janet Schijns as vice president of global channels for Verizon Enterprise Solutions. Schijns, who has worked for Verizon since November 2010, replaces Adam Famularo who is leaving the company on April 1. Famularo held his channel post since September 2014.
In her new position, Schijns is responsible for overseeing Verizon’s indirect enterprise distribution channels, i.e. partners, value-added resellers and systems integrators, in the U.S., EMEA and Asia-Pacific. Continued »
For several years now, former Gartner vice president and distinguished analyst Tiffani Bova cautioned that customers, not technology, are the most disruptive aspect of business today. More than a year ago, in an interview with SearchITChannel, Bova said, “No longer are technology providers in control of the buyer’s journey, which means neither is the indirect channel.” This shifts the way in which the channel sells, communicates and engages, with the customer becoming the new “competitive battleground,” she added.
Here’s a mixed message for channel partners: IT managers view security as a cloud advantage, but they still have some reservations when it comes to moving data off premises to a cloud infrastructure.
That’s a key takeaway of a recent study from Clutch, a business-to-business market researcher based in Washington, D.C. Part one of the study, published in February, cited security as the primary benefit of cloud infrastructure, based on a survey of 300 IT professionals. The results overturn earlier thinking on cloud computing; security concerns ranked among the top cloud adoption obstacles a decade ago.
Part two of that study, released in March, sheds more light on the cloud security angle. According to Clutch, 64% of enterprises “consider cloud infrastructure a more secure alternative to legacy systems.”
Other market researchers have also noted a general shift in cloud perception. Continued »
Rumor, hearsay, buzz, call it what you will, the truth of the matter is that this time rumor had it right with the official news that Tiffani Bova, vice president, distinguished analyst and research fellow at Gartner Group, has moved on. Bova is now global, sales and innovation evangelist with Salesforce.
Bova was a leading voice for sales strategy, channel program development and go-to-market strategies during her tenure at Gartner, since January 2006. Channel partners frequently heard her speak at top vendor partner conferences as well as CompTIA’s ChannelCon event. She also had a blog on the Gartner Blog Network and partners could watch videos of her presentations online. Bova was also an oft quoted analyst in many SearchITChannel articles. Continued »
Cisco’s Marketing Velocity event, held last week in conjunction with Cisco Partner Summit in San Diego, racked up its ninth year of effort to help channel partners on their marketing journey — no small nut to crack. One attractive session for attendees, Grow Your Business without Spending a Dime, was presented by Joseph Jaffe, a popular marketing consultant and author.
The presenter’s message: Too many people are interested in chasing the next big shiny thing — the next marketing fad — and, he contended, there isn’t one. The next best thing is now.
“How about we recognize that we all suck at email, customer service, search and our websites. Why aren’t we all taking care of the basics?” he asked. Continued »
SAN DIEGO — Cisco isn’t viewed as a software and recurring revenue kind of company but that’s the business model shift currently in motion and the one that company executives underscored as they addressed digitization, new technology initiatives and partner opportunities here at Cisco Partner Summit 2016.
A strong example of that is the new Cisco Digital Network Architecture (DNA) unveiled today. Cisco DNA is an open, extensible, software-driven architecture that will be sold through the Cisco ONE software model. Cisco also introduced Capital Easy Pay specifically for Cisco DNA. Continued »
IBM executives at the vendor’s PartnerWorld Leadership Conference (PWLC) 2016, winding down today in Orlando, Fla., sent the 1,500 IBM business partners in attendance a clear message about the company’s strategic direction: It’s all about cognitive business solutions, i.e. Watson + analytics to solve business problems.
As IBM chairwoman, president and CEO Ginni Rometty said in her keynote speech, “Digital is the foundation to drive business but it’s not the final destination.” Why? Because when every company is a digital company no one wins, no one stands out as offering a unique business proposition. Continued »
A newly published report from Clutch, a business-to-business market researcher, shows that the perceived benefits of cloud computing have changed dramatically over the past decade.
The report polled 300 IT professionals who use a full-service cloud computing platform and found increased efficiency and security (!) as the top two benefits. Cost was well down the benefits-of-cloud list, in eighth place. The Clutch results represent a nearly complete inversion of the early thinking on clouds, when cost savings were considered the key driver for adoption and security was a barrier, not a bonus. Continued »