I love this post from Tribal member Vanessa. After years of experience within the channel she knows exactly the challenges that channel partners face when it comes to marketing:
- Limited budget
- Low resource
- MDF pots of budget not sizeable enough for a campaign
- Expectation of instant results
As Vanessa states, random acts of MDF spending won't work anymore. I remember my years working for a small IBM VAR where we'd have £5K to invest in a campaign. We'd buy a list, hire a telemarketing firm and hit the phones for 2-3 weeks. I'll say one word:
Guess what? That doesn't work anymore. Data protection has stopped all unsolicited forms of contact - whether e-mail, phone etc.
It's more important than ever that vendors encourage their partner eco-system to spend the MDF wisely - on activities that will support long-term growth via Inbound Marketing. Not short term wins that most likely won't convert.
Random acts of MDF just aren’t going to have the desired impact on brand loyalty and awareness, so partners now need to adopt an inbound marketing approach with a more long term view to nurturing relationships and engaging with customers at the beginning of their buyer journey.