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5 List Management Tips That Will Make Your Marketing And Your Business More Valuable

Last week I revealed to you that the secret to above-average results in your business is the care, development and management of your list (click here if you missed it). Now that you know the secret and you’ve had some time to think about it, you’re probably wondering what you can do to make your list a true asset.

Here’s a quick list of disciplines for list management that you might post up somewhere as a reminder to you and your marketing team:

    1. GARBAGE IN, GARBAGE STAYS. Someone needs to own the cleaning, updating and segmenting of every new lead that comes into your organization. This is especially true if you’re doing a lot of marketing and generating any significant number of leads. Otherwise your list will be full of duplicates, spam, not-right-fit prospects and other useless contacts, giving you false numbers, slowing down your sales team and clogging up all marketing efforts.

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This Is The Single Most Valuable And Important Marketing Asset In Your Organization

Hearken unto me as I reveal THE secret shared by highly successful marketers, sales professionals and industry leaders that is completely missed by the masses. This IS the difference between businesses that enjoy above-average results and return in their marketing and the vast mediocre majority. What is it?

They are obsessed with the care, development and management of their LIST.

Without a doubt, your list is the single biggest asset to you as a salesperson, marketer or CEO. If you were to sell your company, what is the buyer REALLY buying? Your software licenses? Your employees? Your office furniture? Nope. They’re buying your CUSTOMERS, which is another way of saying your “list.” The more productive a relationship you have with your list – specifically, how responsive they are to you – the easier, more lucrative, more stable your business becomes.

But is YOUR list an actual asset?

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The #1 Way One Channel Champion Is Getting Partners In 2019

“Events are a massive part of our channel strategy! We’re doing just over 100 events this year” shared Caitlyn McCaughran, Event Manager for Auvik Networks, during a recent interview.

To say events are a top priority for Auvik, and their partner strategy, would be a huge understatement. Why do they like events so much?

“It’s the ability to be face-to-face. To answer questions. To gain visibility.”

And how do you stand out in a crowd where there can be 20, 40, 60 or more other vendors all vying for attention?

With a polar bear suit of course!

Auvik Networks has a polar bear mascot named Nanook and they use Nanook statues, desktop wallpapers and a Nanook suit at events to get attention and have some fun with the attendees.

This includes a social media campaign where people can use the hashtag #wheresthebear and get a free t-shirt.

When Caitlyn was asked why they use a polar bear she said, “People think polar bears are scary, but networks shouldn’t be.”

And that’s a core tenant at Auvik because they want to work with their partners to create an environment where “building a business is exciting.”

Among their other big hits at events is their Bear and a Beer Pub Crawl. No secret here why that one’s popular.

So while Auvik Networks likes to draw their partners in with some fun events and ideas, at the end of the day it’s really about a great product, great service and great people.

And Auvik Networks is working hard on all three of those things.

For more fun photos check out Auvik Networks online at 

To Find Out How You Can Add More Qualified Partners, Contact Our Sponsor Team (844) 999-0555 or e-mail us

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 →

The 2 Biggest Marketing Mistakes Vendors In The Channel Routinely Make That Cost Them Dearly

Crying at workA few months back, one of the vendors in the channel inquired about having me do a webinar  on marketing for their resellers partners. Like many, they rely on their resellers to do their own marketing to fuel sales – and like all IT channel vendors, they were frustrated with their reseller partners lack of marketing and sales efforts. Hence the call with me.

To get a sense of the project scope, I asked about their list. They had just over 5,000 partners and a list of close to 80,000 e-mails. This is good! When I asked how many of their partners they were able to get on their last three webinars they conducted they replied, “About 40 to 50.” Um, wait a minute… I asked again, “Do you mean 400 to 500?” No, he clarified, 40 to 50. Apparently he didn’t realize how abysmal that number is. So I asked, “Besides e-mail, how do you communicate with your partners? Do you do any offline marketing? Phone calls? Newsletters? Anything?” He said, “We definitely don’t do offline. Just e-mail. But we get a 30% open rate!” I didn’t say it, but I thought it: he’s essentially saying 70% of his partner base never sees ANY communication from him – and not only is he okay with that, but he’s bragging about it.

Therein lie two of the biggest mistakes I see channel vendors making when it comes to marketing – 1) they fail to communicate with their partners using multi-media, including and especially offline, with over reliance on e-mail, and 2) they fail to hold the interest of their resellers (clients) because they fail to send interesting, relevant information and content.

So why should they care about this? Because maintaining and sustaining a productive relationship with your clients where they want to pay attention to you IS the secret sauce for ANY business’s success. In this hyper-connected but overwhelmingly distracted world our clients live in, ATTENTION is by far our most precious commodity – and it must be EARNED. Read full article and comment →

The Secret To Getting New Partners To Actually BE PRODUCTIVE

Money MakerOne of the most often overlooked, and therefore neglected, obstacles for many companies is consumption. Specifically, getting your clients/resellers to use what you just sold them.

When sales are made (new partners brought onboard), life is celebrated. Goals are hit, bonuses paid and everyone is happy, right?

Well, not so much.

In talking with dozens of vendors in this channel who depend on their resellers to actually sell, a HUGE problem that doesn’t often get discussed publicly is how 70% to 90% of their partners are, essentially, worthless non-producers.

Therefore, for every 100 they bring on, only about 10 to 30 are really moving the needle; the rest are just inflating the numbers to make the investors and marketing teams happy.

The incorrect assumption fueling this is that because someone purchased something and PAID for it, they’ll use it. Yet nothing is further from the truth, particularly things that create work and/or require a change in business model, habits, workload, etc., which is always the case when a channel vendor is selling a new solution.

Heck, over $1 BILLION in gift cards goes unspent every year, nearly one-third of those given – and that’s FREE MONEY! Even going to the store to shop is “more work” than it’s worth. When you couple human nature with purchases where “some assembly is required,” you’re fighting an uphill battle. You mean this doesn’t just work out of the box? I have to read instructions to make this work? Screw it… Read full article and comment →

How One “Channel Champion” Got 87 New Partners In 72 Hours

Darkweb ID

“We tell our customers to try something different to grow their businesses, so I knew we had to do the same,” explained Dana Liedholm, Chief Marketing Officer for ID Agent.

And they didn’t just try to do one thing different, they did everything different… and the result was 87 new partners in just three days, PLUS re-engaging a lot of past partners.

Here’s what they did.

Recently at the IT Sales And Marketing Boot Camp, ID Agent set up shop with a big goal in mind and more importantly the plan to achieve it.

“We created incentives to get current and new partners bringing their friends over to our booth and rewarding both of them for doing so.”

The short of it was this. There were a number of ways during the three days that you could earn points. For some this was throwing a puck through a hole (pictured), for others it was wearing an ID Agent t-shirt at the event, going to a presentation, and for many it was getting someone to visit the ID Agent booth and sign up to be a partner. Read full article and comment →

Sponsor Spotlight:
Rob Rae Of Datto Reveals The Biggest Opportunity
For MSPs With Ransomware

For information on participating in our Sponsor Spotlight Video, please contact our sponsor team at or call 615-790-5011

How To Leave Every Event You Sponsor With 50 To 80 Booked Appointments And Hundreds Of Qualified Prospects Eager To Buy Your Services And Products

To request the slide deck, email

14 Questions You Should Ask Any Company Before Sponsoring Their Event

VendorsWithout a doubt, sponsoring targeted IT industry events should be in the marketing budgets for any company serious about selling through VARs and MSPs. For starters, it is one of the fastest ways to gain brand recognition, launch new products, generate LEADS and SALES, as well as engage current clients. Events give you the unique opportunity to gauge industry interest direct by having productive conversations with the decision makers you’re trying to attract (after all, they can’t hide behind a voice mail or spam filter, and they are more likely to have longer conversations with you). It’s also a tremendous way to “spy” on your competition, stay on top of industry trends and news, and keep a pulse on what’s going on “out there” in this fast-changing, ever-evolving industry. Further, many MSPs and IT services CEOs come to events to “shop,” actively LOOKING for new companies’ products and services.

But sponsoring events can be costly, which is why you want to choose carefully which events you sponsor. “Cheap” sponsorships and “affordable” events aren’t always the “best.” After all, you get what you pay for, as we all know, AND you are aligning YOUR BRAND with the branding of the event. If the event is not too stellar from the attendee standpoint, you get unfairly lumped into their failure. Read full article and comment →

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