Understanding the buying process is the first step in building meaningful marketing content to educate and support our prospects. In this series, we are following a real manufacturing company through a business management system evaluation, guided by the director of operations, "Dave."
Consumers of Information Feel the Pain
In Part 1, Dave shared his plans to meet with the evaluation team to kick off the project. Dave reports that the educational start to the evaluation process was very well-received and got people talking. More
Posted by Barb Levisay on April 26, 20120 comments
A recent study of over 5,000 businesses conducted by Hubspot, the marketing service company, found that LinkedIn generated the highest visitor-to-lead conversion rate at 2.74 percent -- almost three times higher than both Twitter (.69 percent) and Facebook (.77 percent). The visitor-to-lead conversion rate means the percentage of Web site visitors who took some action to become a lead, like download a white paper.
The study's findings bring home the value of keeping your LinkedIn profile current, expanding your network and sharing updates that keep your connections well informed. You don't have to use Twitter to share your message with a wide audience. With far less social chatter than Facebook, LinkedIn shares get more attention and can deliver more value to your business. More
Posted by Barb Levisay on April 19, 20120 comments
In this blog, we have often talked about the importance of matching marketing activities and content to the buying process. For this series, we have been given the unique opportunity to follow the systems evaluation and purchase decision of a real company. Our guide on this journey attended Convergence as a prospect and volunteered to share his experience leading a business management systems evaluation. We'll refer to him as "Dave" throughout the series.
While the focus of this evaluation is ERP, the lessons learned from this selection process apply across all significant technology investments. More
Posted by Barb Levisay on April 11, 20120 comments
A few imaginative Microsoft partners are testing the use of Quick Response (QR) Codes and Microsoft Tags in marketing campaigns. Increasingly seen in magazine ads and store windows, QR Codes are two-dimensional matrix barcodes. Using your Windows Phone, iPhone or Android smartphone, users scan the code which takes them to a landing page or Web site for more information or additional actions.
Case in Point: Promoting Social Media
When planning for their Convergence Expo promotion, the Virginia Beach, Va.-based Torrential Data team wanted to add a social media component to the mix. Torrential Data's president, Brad Bimson, recalled, "Our intention was as much about learning what was possible as it was for getting substantial results out of it." The promotion invited booth visitors to register to win an iPad by posting a social media message about Datahaven for Dynamics, Torrential Data's ISV solution. More
Posted by Barb Levisay on April 05, 20121 comments
It's a given that the Internet has transformed marketing. A multitude of studies confirm that most buying decisions start with a Web search. But while that may be true, here's a real-world example that tells a different story.
When Connie Silverman, controller for Kauffman Center for the Performing Arts in Kansas City, Mo., started looking for an IT service provider, she didn't start on the Internet. The iconic Kauffman Center was under construction and Silverman was responsible for building the technology infrastructure to support operations at opening. More
Posted by Barb Levisay on March 29, 20120 comments
While it may seem obvious that taking a creative approach to marketing is a good idea, it's tough to step outside the norm and try untested tactics. The problem is that new ideas don't always work. Sometimes, though, they hit big -- and there lies the value in trying.
An Indirect Approach To Finding Customers
Microsoft Learning partner QuickStart Intelligence, headquartered in Irvine, Calif., trains IT professionals and developers on Microsoft technology. The bulk of QuickStart's business comes from Microsoft and partners, so it faces a common challenge for both training and ISV partners: How can it work cooperatively with partners to connect with end users? More
Posted by Barb Levisay on March 15, 20120 comments
If you are like most partners, you have accumulated a pretty decent contact list over the years. From seminars, referrals and networking you have collected quite a few names and e-mails.
Chances are, those contacts are all stored in the Access database you built in 2001 when you had some spare time on your hands. Or, you have them in Sales#@$%.com. Wow. Time to change that. More
Posted by Barb Levisay on March 08, 20120 comments
What happens when you combine fitness with business? According to The New York Times, it's called "sweatworking." It's a unique situation when win-loss is a good thing: Win more business while losing more inches.
More than Just Business Connections
When Matt Fenton, president of Pittsburgh-based Oxford Solutions, suggested the idea of meeting with business associates at the gym, Bruce Nelson knew he had found a solution. Nelson, president of Vertical Solutions, also based in Pittsburgh, had been looking for a way to combine his interest in fitness with building business connections. More
Posted by Barb Levisay on March 01, 20120 comments
You've worked hard to meet the Microsoft Partner Network (MPN) competency requirements to support your partnership with Microsoft. Most of your customers are committed to Microsoft, as well, but don't have your inside view. Share your insight to build trust and add value to their business.
Be a Filter
Every week, you receive multiple e-mails from Microsoft intended to help you navigate partner training, product development news and marketing support. While much of the information is only applicable to partners, there is plenty that would interest your customers. More
Posted by Barb Levisay on February 23, 20120 comments
It can be disheartening to think about the e-mail you crafted so carefully being completely ignored or deleted by 90 percent of the recipients. On average, your prospects have to sort through and choose to open or delete over 100 e-mails each day. How can you help push that open rate up to get a few more eyes on the important message that you are sending?
Not Everyone Thinks Technology Is Cool
The first step, often repeated in this blog, is to stand in the shoes of your prospect. You need to think about how you can help them from their perspective, not yours. Yes, there are technology geeks out there who want to read about every new technology. These are not most of your prospects. More
Posted by Barb Levisay on February 16, 20121 comments