Given the on-going challenges faced by the Channel to implement longer-term marketing initiatives, partners need to continually develop their online presence, and social media provides an efficient and effective way to reach their clients and prospects.
While the “live touch” is still critical to moving a prospect through the sales pipeline, organizations are integrating outbound and inbound marketing tactics to
Much has been written in the last few years about the dramatic shift in how technology buyers educate themselves about new solutions. Once very dependent on sales professionals for the majority of the education process, buyers are now using search techniques, email, blogs, video, webinars, and social media for this process.
However, according to B2B marketing research firm DemandGen Report
As this schema illustrates, marketing triggers are bi-directional, influencing the marketing automation events as well as outbound calling. Simply put, triggers are actions taken by the prospect that indicate movement in the buying cycle. Keep in mind the movement could be in any direction, forward, backward, or withdrawing interest. External environmental influences, such as a merger or specific changes in an industry, also affect prospects behavior and be a significant factor in triggering reactions.
The continuing paradigm shift in the IT market shows steady movement towards a greater focus on the Channel — to increase sales, achieve increased market penetration and enhance brand recognition. More and more, large vendors are announcing their intent to bolster their Channel efforts and direction, recognizing the substantial growth that can be attained.
Recently, at a family event, I overheard a football discussion about how great it was that quarterbacks now are big enough to move outside the pocket and run with the ball (e.g., Cam Newton of the Carolina Panthers). Apparently, my relatives were unaware that we have
