With a business back drop of so much change in such a short time, it’s critical that B2B tech vendors and marketers consider how to keep pace and even better, keep ahead of customer’s changing needs.
As a technology firm, your partner program plays a crucial role in helping you market and sell your products and services. In fact, up to 90% of tech sales are now made through partner networks.
At the end of last year, Gartner published its top marketing predictions for the year ahead – and beyond. One of these predictions is that B2B marketing will become more hybrid in nature, with more diversity of channels, and a greater mix of face-to-face and virtual elements.
2020 has been a pretty stressful and tumultuous year. For many, the pressure of the pandemic, home schooling and maintaining employment has taken its toll. It’s why, a few months ago, Splendid introduced a regular and free virtual yoga session – hosted by our wonderful, in-house Anasura yoga teacher, Kylie Anderson. As well as a great way to get together as a team outside of ‘work’, the session has been incredible in instilling a sense of calm and a more mindful approach to day-to-day life.
Here, Kylie shares her thoughts on yoga and her side-hustle as a yoga teacher.
Splendid’s recent survey to B2B tech marketing leaders in Australia (report coming out soon) showed that over 50% believe the use of marketing assets by sellers in their organisation is selective and inconsistent at best. It’s safe to say that if your sales team is in sync with your marketing efforts and are effectively using the content you’ve painstakingly sourced or created, you’re the exception.
Some scenarios that may feel familiar are:
- We need to get something in market fast, but budgets are tight. Should we just roll out the global campaign?
- There’s so much great content, but what is going to be most valuable for our market?
- How do we leverage the ‘corp’ content, without looking like a ‘corp’ campaign?
It goes without saying that coming from the land ‘down under’ means we see ourselves as a bit unique to the rest of the world. Although many global themes are highly topical and interesting, making them relevant for our market invariably requires a level of tailoring. Plus there’s little subtleties that we may need to consider before we just reuse ‘corp’ content and experiences such as accents, spelling, tone, imagery, and our customers’ comfort with sharing their data to get something of perceived value.