B2B selling is always evolving and with changes in the buyer’s journey driven by information, online presence, and digital engagement, social media selling is the logical next step.
Channel Maven Blog
Channel Partners need to understand the importance of a strong digital footprint in order to succeed online.
Though our Boulder, CO office received 16" of snow yesterday, spring is literally right around the corner. In fact, Punxsutawney Phil did not see his shadow in February – so (fingers crossed) spring is coming earlier than expected. With it comes more sun, longer days and of course the best task of all: spring-cleaning… but wait. It’s not what you think. We’re not talking about your closets, basement or backyard; we’re talking about spring-cleaning your Partner Program so it aligns with the Partner journey!
Staying top-of-mind with Partners is… well… top-of-mind for every IT and Telecom Channel Vendor we’ve ever met. Events are obviously a great tool to accomplish that and it’s one time when things happening in Vegas should decidedly and intentionally not stay there!
With the prevalence of online research, the B2B buyer’s journey is practically over before prospects bother to speak with a sales rep. Much of this research is done via social media. Yet, two-thirds of companies, including many of the Partners we work with, don’t have social media strategies in place and aren't attempting social selling. Wouldn't it be nice if there were a quick social selling guide that Vendors could use to help Partners drive demand on social media? We thought so too!
We’ve worked with you the Vendors and your Partners on marketing through the channel to drive more demand. We’ve had some great successes but we’ve also been met with some Partners who, whether due to lack of resources or lack of understanding, decide that marketing or social media aren’t worth the time or focus.
It's official - understanding how others perceive us online is critical for B2B demand gen and with 52% of adults using multiple social platforms, we all know that one wrong move on social media can cause an avalanche of problems. How can Vendors help Channel Partners avoid the pitfalls of social media etiquette? Look back to some of the most basic but important lessons learned as children and help Channel Partners apply these building blocks when developing a social media strategy:
Countless articles, surveys, and infographics point to how important social media is for B2B marketing strategy and Vendors and Channel Partners are not immune. Still, no matter how many times we hear the message, posting and engaging on social falls to the bottom of the priority list especially for Partners who often wear many hats and lack time and resources for social media marketing. With never-ending to-do lists, how do Partners make time for social media and how can Vendors help them solve this challenge?
According to SiriusDecisions; 67% of the buyer’s journey is done digitally. This puts buyers in the driver’s seat of their journey long before Vendors and Partners meet them. Fantastic news if you’re the buyer but what if you’re not?
Do you ever find yourself reading content on Twitter or LinkedIn and wondering, “where did this come from?” No matter the method, through provoking, interesting and relevant content is critical to driving demand on social media and engaging prospects by building trust and awareness. Gathering social content that's thoughtful and effective to post on social media can be simple when the right tools are in place.