partner demand center

Register to Attend AMER’s Quarterly Partner Marketing Workshop on Aug 17

During this interactive, 1-hour workshop we’ll cover Assessment Campaign Overview, Assessment Marketing Program Demo, and throughout you will have the opportunity to collaborate, discuss best practices, and preview marketing resources on VMware’s Partner Demand Center. Register today.

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Take Cover – New Marketing Programs Available

We’ve got you covered with marketing programs that span the buyer’s journey. Now available on Partner Demand Center for NSX, vSAN, and and our new strategic IT priority: Modernize Data Centers.

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Ultimate Guide to Nurturing Leads with Content

With lead generation at the center of every marketing strategy, we know our Channel Partners go to great lengths to find and convert prospects. And although we all understand successful lead nurturing requires relationship building with potential buyers, it is precisely at this stage that many of our marketing efforts fall flat. In fact, according to Marketing Sherpa, 73% of B2B leads are not sales-ready [1] and it often takes several touches through lead nurturing programs for a buyer to request additional information (13+ to be exact [2]). It is not uncommon for Marketers to pass leads to sales reps before they are properly nurtured. Consequently, a sales rep initiates a call and prospects are scared off because they are not ready to buy.

As part of our ongoing Marketing Best Practices blog series for Partners, this third article focuses onpractical tips for building a winning lead nurturing strategy.

Map the buyer&#rsquo;s journey to the sales funnel

In an earlier post, we discussed the stages of the buyer&#rsquo;s journey, which is the research process that prospects follow before making a purchase. On the flip side, the sales funnel is the buying process that converts prospects from leads to customers.

When buyers enter the sales funnel, it&#rsquo;s critical to qualify and nurture them along the way. Understanding their buyer&#rsquo;s journey and how it maps to your sales funnel helps you make decisions around your nurturing strategy, and ultimately when to hand off leads to sales reps. For example, typically the stages map as follows:

  • Awareness Stage = Top of the Funnel
  • Consideration Stage = Middle of the Funnel
  • Purchase Stage = Bottom of the Funnel

First things first, understand customer characteristics

Before marketers can adequately nurture prospects, it is essential to understand and define their characteristics. A common framework designed to flesh out customer definitions is personas, which are fictional depictions of existing and ideal customers. This blog from Hubspot provides detailed instructions.

For example, if your business depends on building network and security services with the VMware platform, you may develop customer personas for various decision makers and influencers in Enterprise IT.

Build a nurturing strategy foundation with content

Content is an integral part of any nurturing strategy. However, before you publish content you must first develop relevant content for your audience. With a firm understanding of customers through personas, marketers can tailor content delivered to prospects matching each audience&#rsquo;s wants, needs, budget and pain points. Coupling this knowledge with the buyer&#rsquo;s journey gives you the ability to deliver the right content – at the right time.

Understand content types that generate Top of Funnel leads

Many of us spend a lot of time and energy generating top of funnel leads, but struggle to build relationships with prospects over time with nurturing. It is important to differentiate the types of content that build awareness for cloud computing, virtualization and IT solutions, which are defined below:

  • Social Media
  • Blog Posts
  • Web Content Optimized for Search Engines
  • Product Videos and Podcasts
  • Infographics and Other Highly Visual Content

The above content is the cornerstone of inbound marketing efforts. It should be highly educational, position your company as a trusted thought leader and set the stage for ongoing lead nurturing.

Utilize premium content

For buyers who are building their knowledge and entering the mid funnel stage, offer premium content, which is placed behind a registration form (gated). This content must offer enough value that the prospect is willing to &#rsquo;pay for it&#rdquo; with their contact information.

Examples of premium content in the consideration stage include:

  • Webinars
  • White Papers
  • eBooks
  • Newsletters
  • Research Papers

Nurture through email marketing and sales activities

Premium content opens the door for collecting email addresses and applicable data such as titles, which gives VMware Channel Partners the tools to progress through the mid-funnel nurturing process and advance to the bottom of the funnel.

We recommend deployment of email nurturing programs through marketing and/or sales, which are highly effective communication tools. Place prospects into nurturing drip campaigns on different tracks that depend on where they are in the funnel, their persona, title and other relevant customer data. Distribute the following types of content through each track, which align to their cloud computing or virtualization wants and needs:

Middle of Funnel content

  • Case Studies
  • Testimonials and Reviews
  • Comparison Guides
  • Newsletters

Bottom of Funnel content

  • Free Consultations
  • Personal Product Demos
  • Free Trials and Assessments

Decide when to hand leads to sales

Finally, Marketing and Sales must agree on when Marketing should discontinue their nurturing efforts and hand leads over to sales reps. Working together on the definition of Marketing Qualified Leads (MQLs) and Sales Qualified Leads (SQLs) support this alignment.

Typically, SQLs are nurtured through Marketing, and are at the decision stage in their journey; while MQLs are established as meeting the qualifications of a typical buyer. Those identified as SQLs are prepared to be handed over to sales. To identify the right timing, research past performance and define the optimal parameters for this lead handoff.

Next steps

We invite you to take advantage of the VMware enablement tools in the Partner Demand Center designed specifically to help you build effective nurturing programs and content to ensure our mutual success:

  • Enablement Tools: Social media posts, partner tested collateral and other marketing programs
  • Program Overview: Guide to Channel marketing programs

Feel free to email us with any questions -we are here to help.

-Sources:

[1] The Complex Sale: Lead scoring effort increases conversion 79% https://www.marketingsherpa.com/article/case-study/lead-scoring-effort-increases-conversion

[2] Why it Takes 7 to 13+ Touches to Deliver a Qualified Sales Lead (Part 1)

Why It Takes 7 to 13+ Touches to Deliver a Qualified Sales Lead (Part 1)

 

The post Ultimate Guide to Nurturing Leads with Content appeared first on Power of Partnership.

Read more..

Ultimate Guide to Nurturing Leads with Content

With lead generation at the center of every marketing strategy, we know our Channel Partners go to great lengths to find and convert prospects. And although we all understand successful lead nurturing requires relationship building with potential buyers, it is precisely at this stage that many of our marketing efforts fall flat. In fact, according to Marketing Sherpa, 73% of B2B leads are not sales-ready [1] and it often takes several touches through lead nurturing programs for a buyer to request additional information (13+ to be exact [2]). It is not uncommon for Marketers to pass leads to sales reps before they are properly nurtured. Consequently, a sales rep initiates a call and prospects are scared off because they are not ready to buy.

As part of our ongoing Marketing Best Practices blog series for Partners, this third article focuses onpractical tips for building a winning lead nurturing strategy.

Map the buyer&#rsquo;s journey to the sales funnel

In an earlier post, we discussed the stages of the buyer&#rsquo;s journey, which is the research process that prospects follow before making a purchase. On the flip side, the sales funnel is the buying process that converts prospects from leads to customers.

When buyers enter the sales funnel, it&#rsquo;s critical to qualify and nurture them along the way. Understanding their buyer&#rsquo;s journey and how it maps to your sales funnel helps you make decisions around your nurturing strategy, and ultimately when to hand off leads to sales reps. For example, typically the stages map as follows:

  • Awareness Stage = Top of the Funnel
  • Consideration Stage = Middle of the Funnel
  • Purchase Stage = Bottom of the Funnel

First things first, understand customer characteristics

Before marketers can adequately nurture prospects, it is essential to understand and define their characteristics. A common framework designed to flesh out customer definitions is personas, which are fictional depictions of existing and ideal customers. This blog from Hubspot provides detailed instructions.

For example, if your business depends on building network and security services with the VMware platform, you may develop customer personas for various decision makers and influencers in Enterprise IT.

Build a nurturing strategy foundation with content

Content is an integral part of any nurturing strategy. However, before you publish content you must first develop relevant content for your audience. With a firm understanding of customers through personas, marketers can tailor content delivered to prospects matching each audience&#rsquo;s wants, needs, budget and pain points. Coupling this knowledge with the buyer&#rsquo;s journey gives you the ability to deliver the right content – at the right time.

Understand content types that generate Top of Funnel leads

Many of us spend a lot of time and energy generating top of funnel leads, but struggle to build relationships with prospects over time with nurturing. It is important to differentiate the types of content that build awareness for cloud computing, virtualization and IT solutions, which are defined below:

  • Social Media
  • Blog Posts
  • Web Content Optimized for Search Engines
  • Product Videos and Podcasts
  • Infographics and Other Highly Visual Content

The above content is the cornerstone of inbound marketing efforts. It should be highly educational, position your company as a trusted thought leader and set the stage for ongoing lead nurturing.

Utilize premium content

For buyers who are building their knowledge and entering the mid funnel stage, offer premium content, which is placed behind a registration form (gated). This content must offer enough value that the prospect is willing to &#rsquo;pay for it&#rdquo; with their contact information.

Examples of premium content in the consideration stage include:

  • Webinars
  • White Papers
  • eBooks
  • Newsletters
  • Research Papers

Nurture through email marketing and sales activities

Premium content opens the door for collecting email addresses and applicable data such as titles, which gives VMware Channel Partners the tools to progress through the mid-funnel nurturing process and advance to the bottom of the funnel.

We recommend deployment of email nurturing programs through marketing and/or sales, which are highly effective communication tools. Place prospects into nurturing drip campaigns on different tracks that depend on where they are in the funnel, their persona, title and other relevant customer data. Distribute the following types of content through each track, which align to their cloud computing or virtualization wants and needs:

Middle of Funnel content

  • Case Studies
  • Testimonials and Reviews
  • Comparison Guides
  • Newsletters

Bottom of Funnel content

  • Free Consultations
  • Personal Product Demos
  • Free Trials and Assessments

Decide when to hand leads to sales

Finally, Marketing and Sales must agree on when Marketing should discontinue their nurturing efforts and hand leads over to sales reps. Working together on the definition of Marketing Qualified Leads (MQLs) and Sales Qualified Leads (SQLs) support this alignment.

Typically, SQLs are nurtured through Marketing, and are at the decision stage in their journey; while MQLs are established as meeting the qualifications of a typical buyer. Those identified as SQLs are prepared to be handed over to sales. To identify the right timing, research past performance and define the optimal parameters for this lead handoff.

Next steps

We invite you to take advantage of the VMware enablement tools in the Partner Demand Center designed specifically to help you build effective nurturing programs and content to ensure our mutual success:

  • Enablement Tools: Social media posts, partner tested collateral and other marketing programs
  • Program Overview: Guide to Channel marketing programs

Feel free to email us with any questions -we are here to help.

-Sources:

[1] The Complex Sale: Lead scoring effort increases conversion 79% https://www.marketingsherpa.com/article/case-study/lead-scoring-effort-increases-conversion

[2] Why it Takes 7 to 13+ Touches to Deliver a Qualified Sales Lead (Part 1)

Why It Takes 7 to 13+ Touches to Deliver a Qualified Sales Lead (Part 1)

 

The post Ultimate Guide to Nurturing Leads with Content appeared first on Power of Partnership.

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Lead Generation in the Digital Era

Lead generation in the digital era can be daunting. The good news is, there are resources that can immediately help you fill your sales pipeline. To help you stay on top of your customers&#rsquo; needs our ongoing best practices blog series will focus on lead generation, social media strategies, nurturing programs and more.

Generating consistent and predictable sales leads is the lifeblood of B2B organizations. Unfortunately, in our digital era, successfully managing a sales funnel is easier said than done. Tried and true methods, like cold calling and shotgun email marketing techniques, now only produce lackluster results. This leaves many of us feeling as though we have exhausted our time, budgets and resources.
The primary reason for this change is the evolution of the buying process. Digital has forever altered how buyers make purchasing decisions. In fact, they often complete their own research online before reaching out to a Partner, which highlights the importance of being top of mind at every stage of the sales process.

Understanding the Modern Buyer&#rsquo;s Journey

There are three stages of the buyer&#rsquo;s journey. Each stage puts your customers firmly in the driver&#rsquo;s seat of the decision-making process, including:

  1. Awareness: The buyer realizes they have a problem
  2. Consideration: The buyer begins to research possible solutions
  3. Decision: The buyer chooses a product or solution

Harnessing the Forgotten Power of Email Programs

As social media and content play an ever-expanding role in sales and marketing, email programs have fallen by the wayside. It is important to note that email marketing continues to deliver tremendous performance, consistently exceeding other methods. According to a survey conducted by the Direct Marketing AssociationandDemand Metric, &#rsquo;Email had a median ROI of 122% — more than four times higher than other marketing formats examined, including social media, direct mail and paid search.&#rdquo; [1]

Email marketing is unquestionably effective for building awareness and nurturing leads, but there are critical elements to consider:

  • Purchased email lists are rarely effective and may hurt your reputation. Instead, build an opt-in list with content marketing and other inbound marketing techniques in order to build brand recognition and customer loyalty.
  • Segment your lists to narrow your targeting focus (think verticals, previous email activity such as click-throughs and past purchases).
  • Use multi-touch programs to build your message over time.
  • Be consistent with your messaging to strengthen your brand.

To help you get started, VMware Partners can easily access multi-touch programs in the Partner Demand Center. These campaigns are ideal for driving awareness and include everything you need, from custom emails and landing pages to gated content.

Building Relationships with Lead Nurturing

Depending where your buyer is in their journey, they may not be ready to buy right now. However, it does not mean that you should concede and move on to the next lead. Take this opportunity to nurture the relationship, differentiate your business, build trust, educate your customers and finally move them closer to a decision.

According to the 2017 Benchmark survey by Demand Gen Report, marketers agree that the best types of lead nurturing programs are email newsletters, white papers and webinars.[2] But, these are not the only tactics that work. Thought leadership articles, research-based content and blog posts are also highly effective. The key for all Partners is to map the right type of program and content to each stage or the buyer&#rsquo;s journey.

VMware knows it takes time to build lead nurturing programs and content from scratch. We offer resources at your fingertips to give you a fast pass to success. Our programs include everything from webinar and workshop planning guides to outbound calling programs – all tools available through the Partner Demand Center.

Accelerating Sales

When buyers reach the decision phase, they&#rsquo;re strategically narrowing down vendors by evaluating specific features and comparing prices. Seeing products in action helps prospects fully grasp the features and overall value of solutions. This is an ideal opportunity to offer testimonials, labs, evaluation checklists, product trials and demos.

VMware supplies the following fast passes to success to help you demonstrate the value of VMware products and move sales forward:

  • Hands-on Labs

VMware Hand-on Labs (HOLs) demonstrate the value of VMware solutions in real time. This program provides you with the tools you need to encourage prospects to try out VMware solutions.

  • Free Trials and Assessments

Free Trial and Assessment forms can be added to your website through VMware Content Syndication. This allows your prospects to download evaluation versions of products and install them in their own environment.

Refining Your Strategy

Once your programs are in place, it is important to continuously evaluate what&#rsquo;s working and refine your strategy based on data. If you&#rsquo;re not focusing on metrics, statistics show that you may be missing valuable leads. According to Demand Gen Report, &#rsquo;The less companies know about their Key Performance Indicators [or metrics], the less likely they are to meet their revenue goals.&#rdquo; To identify where leads are leaking out, it is recommended to regularly examine each stage of the sales funnel. This best practice will go a long way toward boosting your pipeline and improving your marketing and sales practices.

Next Steps for Partners to Boost Sales

  • Take advantage of enablement tools developed specifically for our Partners
  • Participate in a SPECIAL INCENTIVE PROGRAM for new activations. For a limited time, Partners can receive a $25 gift card* by activating a campaign or program and submitting this form.
  • Reference theProgram Overviewor ourGetting Started Guide.
  • Login to thePartner Demand Centerto activate a program or campaign.
  • Email uswith any questions.

Please note that Terms and conditions apply.

——————————————————————————————————————————————Sources:

[1] Email Continues to Deliver Strong ROI and Value for Marketers, https://www.emarketer.com/Article/Email-Continues-Deliver-Strong-ROI-Value-Marketers

[2] 2016 Lead Nurturing Benchmark Study, https://www.demandgenreport.com/resources/reports/2016-lead-nurturing-benchmark-study

[3] 2016 Content Preferences Study, https://www.demandgenreport.com/resources/research/2016-content-preferences-survey-b2b-buyers-value-content-that-offers-data-and-analysis

 

The post Lead Generation in the Digital Era appeared first on Power of Partnership.

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Committed to Partner Success

At VMware, we understand how important our partners are not only to our success, but also to customers as they navigate steep changes in the digital landscape. In support, we are consistently building, improving and expanding our partner programs with ease of use and profitability in mind. As such, we are excited to receive a 5-star ranking in the CRN Partner Program Guide.

What 5-star Ranking Means

The CRN 5-Star Partner Program Guide ranking recognizes VMware as an elite subset of vendors that offer solution providers the best partnering elements within their channel programs. To determine which vendors receive this ranking, CRN&#rsquo;s research team assesses each program based on:

  • Investments in program offerings
  • Partner profitability
  • Partner training, education and support
  • Marketing programs and resources
  • Sales support and communication

Our commitment to partner success is evident in our award-winning VMware Partner Network Program. Extensive resources and support for partners described below are designed to differentiate your business, generate demand and drive revenue.

Working to Ensure Partner Success

We understand the marketing leads at our partner organizations are constantly on the move, juggling programs, staying current on marketing trends, and oftentimes wearing many hats from creative director to social media guru. We work directly with partners and gather information via surveys and other tools to hone program changes and updates that put Partner Demand Center at the heart of our programs and our partners&#rsquo; success.

How Partner Demand Center Helps

Partner Demand Center gives partners access to tools, content and marketing programs to generate demand, nurture leads and turn prospects into customers. Partners do not have to spend hours building campaigns or driving leads and converting into pipeline. Instead, you can easily access the latest content to reach prospects with customizable web and social content and demand generation email programs.

Demand Generation drivers within Partner Demand Center include:

Syndicated Website Content

VMwareprovided content is easily integrated and automatically updated to keep partner websites current with compelling assets. Website visitors have access to information they need to complete their buyer&#rsquo;s journey and can obtain more content via built-in lead generation forms. Content is created by VMware experts and auto-updated through the Partner Demand Center where analytics are collected and distributed so partners see real-time results.

Social Media Syndication

Finding time and resources to consistently publish relevant content on social media can be difficult. With social syndication, the VMware team develops fresh posts that stream to partner social platforms automatically. Sign on to Partner Demand Center, select the type of posts to socialize the desired social platforms and chose to have them auto-posted or edited and approved before publishing. We track analytics and deliver a real-time snap shot of which companies are interacting with your social posts. In fact, there were over 85,000 clicks on 5,000 VMware syndicated social media posts in the month of March 2017.

Demand Generation Email Marketing

Look no further for campaigns that nurture leads, send offers and industry information to prospects, and help upsell existing customers. No need to worry about developing landing pages, forms or customizing and personalizing the look and feel to match your brand, we take care of all of that in the Partner Demand Center. Your leads come back with associated tracking for follow-up activities based on user behavior.

More Partner Benefits

Beyond syndicated web content, demand generation and social media syndication, VMware offers other benefits and opportunities to partners in our VMware Partner Network program such as:

  • Incentives
  • Product demo programs and hands-on labs
  • Sales enablement, training and certifications
  • Recurring and residual revenue opportunities and qualified leads
  • Enablement programs such as vmLIVE, mobile app and Partner University
  • Guidebooks and assets to easily identify opportunities
  • Solution enablement toolkits to help partners develop their own solutions
  • Virtual and instructor lead trainings, boot camps and roadshows
  • Troubleshooting and configuration tools
  • Customized one-to-one marketing planning and support
  • Partner-led workshops
  • Webinar programs

We are proud to receive a 5-star ranking in the CRN Partner Program Guide and we look forward to continuing to help drive success for our partners. To find out more about our Partner programs, visit the VMware Partner Network page or the Partner Demand Center.

The post Committed to Partner Success appeared first on Power of Partnership.

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Channel Trends and Generating Demand in 2017

Read full post . . . or http://www.go-que.com/channel-trends-and-generating-demand-in-2017

There is no doubt about it; the channel has evolved thanks to a strong partner ecosystem. Today&#rsquo;s channel partners are stronger and better informed than ever before. As a result, the channel is moving in a much more collaborative direction of vendors and partners working together toward success. With this evolution continuing into 2017, we outlined four of the biggest channel trends our partners might see in the year ahead:

  1. LinkedIn for Lead Nurturing – Social media isn&#rsquo;t going away and in fact, it&#rsquo;s the first stop for many of your prospects when researching solutions and services. We continue to see our most successful partners leverage social selling, particularly on LinkedIn, in an effort to build their brands and nurture relationships that evolve into long-term customers.
  1. Integrated Demand Generation - As technology transforms content consumption, integrated demand generation campaigns are key. High-performing partners use LinkedIn for networking, to get current business news and to build relevant contact lists. Then, they extract those lists to execute drip campaigns from the Partner Demand Center. Doing so puts relevant content, meant to solve specific pain points and start conversations, on the path of their buyer&#rsquo;s journey.
  1. Hyper-focused Messaging – Email is not dead but the spray and pray methods of yore most certainly are. Marketers used to be able to blast out the same email or offer to everybody on their list, but prospects today expect personalized communications and information. A successful integrated demand generation campaign requires tailored messaging. Canned, impersonal emails are not only considered SPAM, they actually damage a partner&#rsquo;s brand. The key to success? Partners have to do their research and tailor messaging and cadence based upon prospects&#rsquo; business types, roles, and pain points.
  1. An Aligned Approach to Partnership –At VMware, we are practicing what we preach and it shows in the enhancements to our partner programs and tools. The updates to our Advantage+ Opportunity Registration program reward partners amplifies incentives and enables more predictability and profitability. Additionally, the updated Partner Demand Center gives partners state of the art tools to customize campaigns and quickly generate demand.

Just as partners need to fine-tune their messaging and offerings to the specific needs of their customers, we continue to align our Partner Program, communications, and resources with our partners&#rsquo; business types and goals. We are committed to providing our partner community with the tools they need to grow and prosper in the year ahead.

 

The post Channel Trends and Generating Demand in 2017 appeared first on Power of Partnership.

Read more..

Channel Trends and Generating Demand in 2017

Read full post . . . or http://www.go-que.com/channel-trends-and-generating-demand-in-2017-3

Read full post . . . or http://www.go-que.com/channel-trends-and-generating-demand-in-2017-2

There is no doubt about it; the channel has evolved thanks to a strong partner ecosystem. Today&#rsquo;s channel partners are stronger and better informed than ever before. As a result, the channel is moving in a much more collaborative direction of vendors and partners working together toward success. With this evolution continuing into 2017, we outlined four of the biggest channel trends our partners might see in the year ahead:

  1. LinkedIn for Lead Nurturing – Social media isn&#rsquo;t going away and in fact, it&#rsquo;s the first stop for many of your prospects when researching solutions and services. We continue to see our most successful partners leverage social selling, particularly on LinkedIn, in an effort to build their brands and nurture relationships that evolve into long-term customers.
  1. Integrated Demand Generation - As technology transforms content consumption, integrated demand generation campaigns are key. High-performing partners use LinkedIn for networking, to get current business news and to build relevant contact lists. Then, they extract those lists to execute drip campaigns from the Partner Demand Center. Doing so puts relevant content, meant to solve specific pain points and start conversations, on the path of their buyer&#rsquo;s journey.
  1. Hyper-focused Messaging – Email is not dead but the spray and pray methods of yore most certainly are. Marketers used to be able to blast out the same email or offer to everybody on their list, but prospects today expect personalized communications and information. A successful integrated demand generation campaign requires tailored messaging. Canned, impersonal emails are not only considered SPAM, they actually damage a partner&#rsquo;s brand. The key to success? Partners have to do their research and tailor messaging and cadence based upon prospects&#rsquo; business types, roles, and pain points.
  1. An Aligned Approach to Partnership –At VMware, we are practicing what we preach and it shows in the enhancements to our partner programs and tools. The updates to our Advantage+ Opportunity Registration program reward partners amplifies incentives and enables more predictability and profitability. Additionally, the updated Partner Demand Center gives partners state of the art tools to customize campaigns and quickly generate demand.

Just as partners need to fine-tune their messaging and offerings to the specific needs of their customers, we continue to align our Partner Program, communications, and resources with our partners&#rsquo; business types and goals. We are committed to providing our partner community with the tools they need to grow and prosper in the year ahead.

 

The post Channel Trends and Generating Demand in 2017 appeared first on Power of Partnership.

Read more..

Channel Trends and Generating Demand in 2017

Read full post . . . or http://www.go-que.com/channel-trends-and-generating-demand-in-2017-6

There is no doubt about it; the channel has evolved thanks to a strong partner ecosystem. Today&#rsquo;s channel partners are stronger and better informed than ever before. As a result, the channel is moving in a much more collaborative direction of vendors and partners working together toward success. With this evolution continuing into 2017, we outlined four of the biggest channel trends our partners might see in the year ahead:

  1. LinkedIn for Lead Nurturing – Social media isn&#rsquo;t going away and in fact, it&#rsquo;s the first stop for many of your prospects when researching solutions and services. We continue to see our most successful partners leverage social selling, particularly on LinkedIn, in an effort to build their brands and nurture relationships that evolve into long-term customers.
  1. Integrated Demand Generation - As technology transforms content consumption, integrated demand generation campaigns are key. High-performing partners use LinkedIn for networking, to get current business news and to build relevant contact lists. Then, they extract those lists to execute drip campaigns from the Partner Demand Center. Doing so puts relevant content, meant to solve specific pain points and start conversations, on the path of their buyer&#rsquo;s journey.
  1. Hyper-focused Messaging – Email is not dead but the spray and pray methods of yore most certainly are. Marketers used to be able to blast out the same email or offer to everybody on their list, but prospects today expect personalized communications and information. A successful integrated demand generation campaign requires tailored messaging. Canned, impersonal emails are not only considered SPAM, they actually damage a partner&#rsquo;s brand. The key to success? Partners have to do their research and tailor messaging and cadence based upon prospects&#rsquo; business types, roles, and pain points.
  1. An Aligned Approach to Partnership –At VMware, we are practicing what we preach and it shows in the enhancements to our partner programs and tools. The updates to our Advantage+ Opportunity Registration program reward partners amplifies incentives and enables more predictability and profitability. Additionally, the updated Partner Demand Center gives partners state of the art tools to customize campaigns and quickly generate demand.

Just as partners need to fine-tune their messaging and offerings to the specific needs of their customers, we continue to align our Partner Program, communications, and resources with our partners&#rsquo; business types and goals. We are committed to providing our partner community with the tools they need to grow and prosper in the year ahead.

 

The post Channel Trends and Generating Demand in 2017 appeared first on Power of Partnership.

Read more..

Channel Trends and Generating Demand in 2017

There is no doubt about it; the channel has evolved thanks to a strong partner ecosystem. Today&#rsquo;s channel partners are stronger and better informed than ever before. As a result, the channel is moving in a much more collaborative direction of vendors and partners working together toward success. With this evolution continuing into 2017, we outlined four of the biggest channel trends our partners might see in the year ahead:

  1. LinkedIn for Lead Nurturing – Social media isn&#rsquo;t going away and in fact, it&#rsquo;s the first stop for many of your prospects when researching solutions and services. We continue to see our most successful partners leverage social selling, particularly on LinkedIn, in an effort to build their brands and nurture relationships that evolve into long-term customers.
  1. Integrated Demand Generation - As technology transforms content consumption, integrated demand generation campaigns are key. High-performing partners use LinkedIn for networking, to get current business news and to build relevant contact lists. Then, they extract those lists to execute drip campaigns from the Partner Demand Center. Doing so puts relevant content, meant to solve specific pain points and start conversations, on the path of their buyer&#rsquo;s journey.
  1. Hyper-focused Messaging – Email is not dead but the spray and pray methods of yore most certainly are. Marketers used to be able to blast out the same email or offer to everybody on their list, but prospects today expect personalized communications and information. A successful integrated demand generation campaign requires tailored messaging. Canned, impersonal emails are not only considered SPAM, they actually damage a partner&#rsquo;s brand. The key to success? Partners have to do their research and tailor messaging and cadence based upon prospects&#rsquo; business types, roles, and pain points.
  1. An Aligned Approach to Partnership –At VMware, we are practicing what we preach and it shows in the enhancements to our partner programs and tools. The updates to our Advantage+ Opportunity Registration program reward partners amplifies incentives and enables more predictability and profitability. Additionally, the updated Partner Demand Center gives partners state of the art tools to customize campaigns and quickly generate demand.

Just as partners need to fine-tune their messaging and offerings to the specific needs of their customers, we continue to align our Partner Program, communications, and resources with our partners&#rsquo; business types and goals. We are committed to providing our partner community with the tools they need to grow and prosper in the year ahead.

 

The post Channel Trends and Generating Demand in 2017 appeared first on Power of Partnership.

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