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Marching Orders 2018: Market to Catch the Wave

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

While surfing there are three possibilities, and only one outcome is good. Be too early and you're womped against the beach. Too late and you miss the opportunity.

This year, 2018, is your catch-the-wave year. Why? The corporate tax rate is lower, the stock market is going gang busters, according to The New York Times nearly $3 trillion in profits could be repatriated, and Randstad counts a 3 million-position shortfall in IT jobs in the United States. IT spending will be increasing as many projects on hold will now be a "go project." Because IT is understaffed, your clients -- big, medium and small -- will be looking to Microsoft partners to pick up the slack.

So, here's your insight. To catch the wave, you need to be marketing. More specifically, digital marketing. Make it easy for these desperate clients to find you. Social selling, Web site refresh, pay-per-click (check out LinkedIn advertising, for example), Sales Navigator PointDrive, e-mail, SEO, marketing automation and Partner Center referrals should be your priorities.

Do it internally, or outsource it, but do it now. Avoid the womp, and catch your wave for an amazing 2018!

Eric Rabinowitz is the CEO/CMO of Nurture Marketing, a full-service marketing firm that helps companies build lasting relationships with their prospects and customers.

Posted by Eric Rabinowitz on February 26, 2018


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