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Marching Orders 2018: Figure Out If You Already Have a Vertical

What can Microsoft partners do differently in 2018 to make a business breakthrough? We put that question to 16 top experts, including ERIK FRANTZEN, PRESIDENT, NURTURE MARKETING. For more tips on finding success in the Microsoft channel in 2018, read our full Marching Orders feature here.

Forrester Research Inc. recently published a report focused on the partner opportunity for Microsoft 365. One recommendation is for partners to place additional emphasis on partner-specific IP. At Nurture Marketing, we know that marketing initiatives for partners who have their own IP, combined with industry vertical solutions, are far more effective.

Clients now see the partner as offering something different from the competition and understanding their specific business at a higher level.

Stating that all verticals are served and "we are the best" at implementing a solution from a household name provider will only encourage visitors to navigate away.

Finally, we find that partners often have hidden IP and underutilized vertical expertise. Uncovering, productizing, packaging, and delivering these solutions will improve the overall messaging and improve overall client satisfaction.

Suggestions to uncover opportunities, messaging, and hidden IP:

  • Look back at past projects. Did you develop a custom solution that can be monetized elsewhere?
  • Survey your employees about the concerns clients are discussing with them for 2018.
  • Look at the titles and industries of those downloading your marketing content.
  • Survey your clients. You can ask about past client satisfaction or even missed opportunities and include a question about their biggest goals for 2018.

An expert in channel marketing, sales enablement and lead generation, Erik Frantzen guides the Nurture Marketing team as president with a great strategic mind, passion and a unique ability to connect with people. Frantzen is a 20-year technology veteran, having spent nine of those years as director of business development at Alpine Computer Systems, a VAR 500 reseller in Boston.

Posted by Erik Frantzen on February 26, 2018 at 12:37 PM


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