Where 93% Of IT Channel Vendors Waste HUGE Buckets Of Marketing Dollars And Opportunities

Wasting Marketing DollarsThe other day I conducted a marketing experiment.

I took 3 different industry publications at random and reviewed each ad that was placed. In total, there were 43, and most were full-page ads. The shocker? Only 4 made ANY attempt at an offer to drive the reader (prospect) to take some kind of action so they could generate a lead. Unfortunately, even those 4 were fatally flawed because their “offer” required you to be a current client (for example, one offered a special credit for every new device deployed; the others were discounts for making a purchase). So what’s so bad about all of this? If you don’t instantly know, you REALLY need to read this…

Let’s start with the full-page ads that made no attempt whatsoever to generate a lead. I’m confident that if I quizzed their marketing departments, I’d hear that age-old logic of “It’s branding” and therefore the ads are not required to do anything else but emblazon the logo and familiarize the world with their company name. But what is the purpose of THAT? Isn’t the ultimate purpose of all marketing and advertising to persuade a prospective buyer to do business with you? And if that logic holds true, then why wouldn’t you at least design the ad to drive the reader to some meaningful action to engage with you, where they can then be developed into a paying client?

That’s called “lead generation” marketing. When done right, you can quickly build a list of qualified prospects and drive interested buyers to your sales team who can then turn them into paying clients. (By the way, ask any commissioned salesperson or leader in your organization with a big, fat quota hanging over their head if they agree with me on this point. Trust me, they do.) Read full article and comment →

6 Steps One Channel Champion Took To More Than Double Their Number Of Partners In A Single Year!

IT By Design Breakout Speaking Session

Kam Attwal-Kaila, President of IT By Design Breakout Speaking Session
2019 IT Sales & Marketing Boot Camp

“Who is IT By Design and what do we stand for?”

The answer to that question is what Kam Attwal-Kaila, President of IT By Design, said was the main driver behind their growth in 2019 where they are set to more than double the number of partners they work with.

In a recent interview Kam said there were six main drivers behind the growth of the company and their partners success, but at the top of the list was to get their messaging clear.

“We realized we needed to define our message around our core product if we were going to cut through the noise in the industry. We had to make sure people know IT By Design has talent solutions.”

Step two was a clear definition of their ideal customer as well as knowing who was NOT ideal so they didn’t spend resources and energy on those markets. “We found we needed to target companies that were more mature and that were humble, hungry and smart!” Read full article and comment →

“Watch This Video To See What Sponsors Are Saying About Our Events”