https://www.channelfutures.com/wp-content/themes/channelfutures_child/assets/images/logo/footer-new-logo.png
  • Home
  • Technologies
    • Back
    • SDN/SD-WAN
    • Cloud
    • RMM/PSA
    • Security
    • Telephony/UC/Collaboration
    • Cable
    • Mobility & Wireless
    • Fiber/Ethernet
    • Data Centers
    • Backup & Disaster Recovery
    • IoT
    • Desktop
    • Artificial Intelligence
    • Analytics
  • Strategy
    • Back
    • Mergers and Acquisitions
    • Channel Research
    • Business Models
    • Distribution
    • Technology Solutions Brokerages
    • Sales & Marketing
    • Best Practices
    • Vertical Markets
    • Regulation & Compliance
  • MSP 501
    • Back
    • 2023 MSP 501 Application
    • 2022 MSP 501 Rankings
    • 2022 NextGen 101 Rankings
  • Intelligence
    • Back
    • Galleries
    • Podcasts
    • From the Industry
    • Reports/Digital Issues
    • Webinars
    • White Papers
  • Channel Futures TV
  • EMEA
  • Channel Chatter
    • Back
    • People on the Move
    • New/Changing Channel Programs
    • New Products & Services
    • Industry Honors
  • Resources
    • Back
    • Advisory Boards
    • Industry Organizations
    • Our Sponsors
    • Advertise
    • 2023 Editorial Calendar
  • Awards
    • Back
    • 2022 MSP 501
    • Channel Influencers
    • Circle of Excellence
    • DE&I 101
    • Technology Advisor 101 (TA 101)
    • Channel Leaders Lists
  • Events
    • Back
    • 2023 Call for Speakers
    • CP Conference & Expo
    • MSP Summit
    • Channel Partners Europe
    • Channel Partners Event Coverage
    • Webinars
    • Industry Events
  • About Us
  • DE&I
Channel Futures
  • NEWSLETTER
  • Home
  • Technologies
    • Back
    • SDN/SD-WAN
    • Cloud
    • RMM/PSA
    • Security
    • Telephony/UC/Collaboration
    • Cable
    • Mobility & Wireless
    • Fiber/Ethernet
    • Data Centers
    • Backup & Disaster Recovery
    • IoT
    • Desktop
    • Artificial Intelligence
    • Analytics
  • Strategy
    • Back
    • Mergers and Acquisitions
    • Channel Research
    • Business Models
    • Distribution
    • Technology Solutions Brokerages
    • Sales & Marketing
    • Best Practices
    • Vertical Markets
    • Regulation & Compliance
  • MSP 501
    • Back
    • 2023 MSP 501 Application
    • 2022 MSP 501 Rankings
    • 2022 NextGen 101 Rankings
  • Intelligence
    • Back
    • Galleries
    • Podcasts
    • From the Industry
    • Reports/Digital Issues
    • Webinars
    • White Papers
  • Channel Futures TV
  • EMEA
  • Channel Chatter
    • Back
    • People on the Move
    • New/Changing Channel Programs
    • New Products & Services
    • Industry Honors
  • Resources
    • Back
    • Advisory Boards
    • Industry Organizations
    • Our Sponsors
    • Advertise
    • 2023 Editorial Calendar
  • Awards
    • Back
    • 2022 MSP 501
    • Channel Influencers
    • Circle of Excellence
    • DE&I 101
    • Technology Advisor 101 (TA 101)
    • Channel Leaders Lists
  • Events
    • Back
    • 2023 Call for Speakers
    • CP Conference & Expo
    • MSP Summit
    • Channel Partners Europe
    • Channel Partners Event Coverage
    • Webinars
    • Industry Events
  • About Us
  • DE&I
    • Newsletter
  • REGISTER
  • MSPs
  • VARs / SIs
  • Agents
  • Cloud Service Providers
  • Channel Partners Events
 Channel Futures

Sales & Marketing


3 Pillars of a Successful Marketing Campaign

  • Written by Elliot Markowitz
  • April 8, 2015

Solution providers—most small businesses for that matter—usually are not the savviest marketers. Most owners and operators are focused on customers and bottom-line operations and, as a result, neglect to have a solid marketing strategy.

Solution providers—most small businesses for that matter—usually are not the savviest marketers. Most owners and operators are focused on customers and bottom-line operations and, as a result, neglect to have a solid marketing strategy.

This is major mistake and easily avoidable. Your marketing efforts today are for the future of your company. However, any effective marketing efforts need to be well-planned and encompass an integrated, 360-degree strategy.

Too many times organizations just advertise or support a local community event and then wonder why their marketing efforts aren’t effective. They approach marketing campaigns as a one-off and then when they don’t generate any new business, they cut back.

The three main components of any effective marketing program include brand awareness, thought leadership and lead generation. This is called a closed-loop campaign that brings your brand in front of perspective customers, shows you’re a thought leader and then gets permission to contact a potential customer.

  1. Brand awareness: The first step is getting the word out to a targeted customer base. This can take basic forms, from local advertising to TV and radio to targeting campaigns in trade journals. Here is where the cost of entry has really decreased. Targeted digital advertising campaigns can put your brand name in front of your targeted audience regularly and cheaply. Online banners, ad units and newsletters are all efficient ways to get your brand message out.
  2. Thoughts Leadership: Every brand awareness campaign needs to have a thought leadership component. Thought leadership comes in many forms but ultimately aligns your brand with industry news, insights or education. It is about providing education or tools to your perspective customers. This can be in the form of white papers, native advertising, being a resource in business articles and speaking engagements at industry events. The point is to invest in your industry in terms of educational tools and resources and not just always pushing a sales message. Thought awareness gains the trust of perspective buyers and ads legitimacy to your company’s brand.
  3. Lead Generation: Ultimately, every marketing effort has to help sales fill its pipeline. Every part of a marketing strategy needs to lead down the path of lead generation. Providing valuable, gated content on appropriate websites or newsletters is a good start. Hosting online events where specific information is captured takes lead generation to the next step and casts a wide net of highly targeted customers who have expressed interest in your company. Intimate face-to-face events such as boardroom-style roundtables with 15 to 25 highly engaged prospects are highly effective.

The ultimate goal of marketing is to support sales. To do that effectively, every organization needs to push its brand awareness, be associated with thought leadership and ultimately fuel lead generation efforts.

Tags: Agents Cloud Service Providers MSPs VARs/SIs Sales & Marketing

Most Recent


  • Trophy
    Channel Partner Awards: SolarWinds, GoTo, Darktrace, Juniper Networks, IGEL, More
    Schneider Electric, Varonis and more also handed out awards.
  • people chains
    Vernick, Jones Join Upstack Leadership Team, Reject 'Roll-Up' Stereotype
    "The writing is on the wall. The superagent is the evolution of this channel," J.R. Vernick told Channel Futures.
  • Baseball swing
    VMware Partner Connect Now in Full Swing Worldwide
    "This is the complete end state” of VMware’s channel program, per Tracy-Ann Palmer, and will hold for years.
  • Doubling down
    The Gately Report: Huntress to Double Down on MSP Partner Investment
    A massive health care industry data breach remained under wraps for nearly a year.

2 comments

  1. Avatar Taroka Reziak April 20, 2015 @ 9:49 am
    Reply

    nice! this is great!
    nice! this is great!

  2. Avatar glennmclean January 2, 2016 @ 5:46 am
    Reply

    Marketing campaign is really
    Marketing campaign is really essential and it really needs some good and effective strategy and plans. Most probably business organizations are always taking help through marketing campaign to develop their profits while increasing the demands of their business products and service. Therefore effective marketing tips will deliver good profits and good brand recognition.
    http://www.certifiedcoaches.com/blog/need-improve-marketing-campaign/

Leave a comment Cancel reply

-or-

Log in with your Channel Futures account

Alternatively, post a comment by completing the form below:

Your email address will not be published. Required fields are marked *

Related Content

  • Welcome Mat
    Ex-Telarus Exec Scott Forbush Leaves Upstack for PPT Solutions After 5 Months
  • lone Arctic wolf
    Arctic Wolf Enhances Partner Program with 2 New Tiers
  • cybersecurity lock
    Telos Partners Get New CyberProtect Partner Program
  • Unified communications
    Microsoft Now No. 2 in UCaaS, Only Chasing RingCentral

Upcoming Events

View all

Channel Partners Conference & Expo

May 1, 2023 - May 4, 2023

Channel Partners Europe

June 13, 2023 - June 14, 2023

Channel Futures Leadership Summit

October 30, 2023 - November 2, 2023

Galleries

View all

Channel Partner Awards: SolarWinds, GoTo, Darktrace, Juniper Networks, IGEL, More

March 21, 2023

Vernick, Jones Join Upstack Leadership Team, Reject ‘Roll-Up’ Stereotype

March 21, 2023

VMware Partner Connect Now in Full Swing Worldwide

March 20, 2023

Industry Perspectives

View all

10 Strategic Smart Enterprise Drivers for 2023

March 16, 2023

Does Your Company Have a Virtual Water Cooler?

March 13, 2023

How Hybrid Work Poses Major Cybersecurity Risks

March 1, 2023

Webinars

View all

Equipping the Hybrid Workforce: What It Takes to Execute

March 28, 2023

Give Customers the Power: How MSPs Can Leverage Cloud Choice

April 4, 2023

DE&I Dialogue: How the Right DE&I Initiatives Can Propel Your Business

April 5, 2023

White Papers

View all

6 UCaaS Reseller Challenges and How Real World Businesses Solved Them

February 1, 2023

Frost Radar: North American UCaaS Market, 2022

February 1, 2023

The Complete Guide to White-Label UCaaS for Reseller Success

February 1, 2023

Channel Futures TV

View all

Real-Life M&A: Advice for a Successful Channel Deal

Coffee with Craig and James Episode 120: Ronnell Richards

March 3, 2023

XDR Technology: Latest Breakthroughs, How to Talk to Customers

March 1, 2023

Coffee with Craig and James Episode 119: Alliance of Channel Women

February 22, 2023

Twitter

ChannelFutures

Upstack's newest CX leaders say their appointment is a sign of Upstack's agent-friendliness. dlvr.it/SlDvMV https://t.co/srsiKpzJ7K

March 21, 2023
ChannelFutures

With the @awscloud Migration Competency, @IngramMicroInc will help partners to “accelerate the customer cloud adopt… twitter.com/i/web/status/1…

March 21, 2023
ChannelFutures

.@HPE acquiring @OpsRamp to add capabilities to @HPE_GreenLake. #cloud dlvr.it/SlCFz9

March 20, 2023
ChannelFutures

The relationship between technology advisor (agent) firms, technology service distributors (TSDs) and suppliers is… twitter.com/i/web/status/1…

March 20, 2023
ChannelFutures

.@citrix channel marketing exec Tricia Atkinson is joining @Equinix to lead global partner #marketing.… twitter.com/i/web/status/1…

March 20, 2023
ChannelFutures

.@bizITsolutions announced a partnership with New Charter Technologies. dlvr.it/SlBh09 https://t.co/xpqbQcKC6y

March 20, 2023
ChannelFutures

.@VMware has finalized #PartnerConnect and plans to keep it as-is (minus simplification changes) for years to come.… twitter.com/i/web/status/1…

March 20, 2023
ChannelFutures

Our latest #GatelyReport includes a Q&A with @HuntressLabs, massive ILS #databreach, new @SECGov cyber proposal,… twitter.com/i/web/status/1…

March 20, 2023

MSP 501

The industry's largest and most comprehensive partner awards program.

Newsletters and Updates

Sign up for The Channel Report, Channel Futures Update, MSP 501 Newsletter and more.

Live Channel Events

Get the latest information on the next industry-leading Channel Partners event.

Galleries

Educational slide shows and images from live events.

Media Kit And Advertising

Want to reach our audience? Access our media kit.

DISCOVER MORE FROM INFORMA TECH

  • Channel Partners Events
  • Telecoms.com
  • MSP 501
  • Black Hat
  • IoT World Today
  • Omdia

WORKING WITH US

  • Contact
  • About Us
  • Advertise
  • Newsletter

FOLLOW Channel Futures ON SOCIAL

  • Privacy
  • CCPA: “Do Not Sell My Data”
  • Cookie Policy
  • Terms
Copyright © 2023 Informa PLC. Informa PLC is registered in England and Wales with company number 8860726 whose registered and Head office is 5 Howick Place, London, SW1P 1WG.
This website uses cookies, including third party ones, to allow for analysis of how people use our website in order to improve your experience and our services. By continuing to use our website, you agree to the use of such cookies. Click here for more information on our Cookie Policy and Privacy Policy.
X