Anya Ciecierski, marketing director of CAL Business Solutions and the creator of several group blogs for the Microsoft channel, joins MSDW's Marilou Barsam for part two of a conversation on the challenges of developing and realizing value from marketing content. Here, she explains how some simple techniques can yield big results when it comes to re-purposing content for different online properties, as well as reviving great older content.
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Anya Ciecierski, marketing director of CAL Business Solutions and the creator of several group blogs for the Microsoft channel, joins MSDW's Marilou Barsam for part one of a conversation on the challenges of developing and realizing value from marketing content. The source of the most insightful content at an ERP services firm is the firm's subject matter experts, a group that is notoriously challenging to encourage to write. Anya offers her tips for getting the most out of her team, as well as some of the options for making the most of the content she develops, whether it is blog posts, white papers, or other items.
On this episode, our resident online marketing expert Marilou Barsam chats with Marleen De Winter, director of marketing at Integrity Data. They are looking at the recently revealed findings of the 2019 MSDW marketing research study, and Marleen explains how some of those results and trends relate to her teams' efforts and observations in the Dynamics ecosystem.
One such finding points to a notable shift in what Dynamics users expect when they land on ISV websites. Comments from users indicate that as part of their online search and buy process, they are looking for specific information on pricing, more demos and trials, and overall , a clearer roadmap to the right sales contact at your company.
Marleen shares with us how their company has addressed some of these issues. As part of our conversation she discusses how their company undertook a comprehensive home page design with drop-downs and trails pointing to separate product suites, produced demo videos by product specific sales people, added ROI calculators and customer testimonials, and highlighted a strong "Call to Action" to actually bring the user to the appropriate sales contact
Tune in to hear how these changes have improved Integrity Data's online close ratio and get specific tips for your own website.
Sometimes the biggest challenge facing ISVs and VARs is simply keeping tabs of all the moving parts in a complicated marketing initiative. It’s easy for deadlines to slip or for tasks to go untended. In this quick episode of the Marketer’s Corner, Heather Robinson of Fastpath, a security and compliance ISV working in the Microsoft channel and others, describes a marketing tool that has enabled her to monitor key aspects of performance by members of a Dynamics marketing team, and thereby bring accountability to each team member.
The tool is particularly effective for keeping tabs on lead-generation campaigns, which are Robinson’s primary responsibility. For details, listen in on the interview as she explains how she has expanded Fastpath’s marketing efficiency and effectiveness.
There’s lots more in this interview, the seventh in a series of Marketer’s Corner podcasts designed to provide ideas and guidance for improving marketing productivity and effectiveness, as well as to provide an accessible platform for ISVs and partners to share their marketing experiences and tips with the Dynamics community at large.
In this brief podcast episode, Mary Miller of ImageTag discusses how she has deployed the work execution platform Smartsheet to manage nearly all aspects of her team's projects, calendar, budget, and more. She credits it with revolutionizing the marketing management function while boosting departmental productivity.
There’s lots more in this interview, the sixth in a series of Marketer’s Corner podcasts. The series is designed to provide ideas and guidance for improving marketing productivity and effectiveness, as well as to provide an accessible platform for ISVs and partners to share their marketing experiences and tips with the Dynamics community at large.
How do Microsoft Dynamics users really go about researching and making buying decisions about ISV solutions?
It turns out the reality is often much different from partner's assumptions about the buying process. As just one example, it may be tempting for Dynamics marketers to assume that product videos and podcasts are fringe marketing vehicles for third-party solutions, when in fact they are rapidly becoming mainstream, argues Adam Berezin, MSDynamicsWorld’s CEO in the latest Marketer’s Corner podcast.
In this episode of the MSDW Marketer's Corner podcast series, Berezin draws on the results of our latest Dynamics ecosystem survey of decision makers and influencers, drawn from among MSDW’s 70,000-plus active site-members, for a number of surprising observations about what Dynamics users are really seeking in their product research and buying decisions.
In this latest MSDW Marketer’s Corner podcast, Stephanie Burke, vice president of marketing at Sana Commerce, provides guidance about developing rich content that will engage Dynamics users researching new products.
For example, she describes steps Sana has taken to create a credible blog that has helped bring sales prospects in. She explains how Sana uses case studies to bring prospects along in the sales cycle, along with the kinds of company and personnel information the company includes on its site.
Mary Miller's marketing and partner engagement team at KwikTag fulfill's many roles for the company. When it comes to supporting their reselling partners, the team have deployed a marketing toolkit that provides a blend of resources from product information to demos, case studies, and industry research. They even develop landing pages and microsites that their partners can use in the context of customer interactions.
In this episode, Mary and podcast host Marilou Barsam discuss:
Mary Miller and her team at KwikTag by enChoice are responsible for marketing and the channel relationship. That covers a lot of ground, from events, content, supporting collateral, and anything the sales team might need to help promote and sell the company's products and services. In the Microsoft Dynamics space, they go to market with their channel partners, and that relationship is critical to their execution strategy.
Marketing expert Marilou Barsam hosts the episode and talks with Mary about KwikTag's most pressing needs and the tactics they have used to boost results including a rethink of their webcast strategy, which now caters to users and partners in unique ways.
There is so much more to productive content than simply creating articles, blogs, videos and white papers. The content needs to maximize key product features. It needs to reflect the prospect’s buying stage and demographics. It needs to be effectively staged. And more.
Heather Robinson, director of marketing for Fastpath, has years of experience getting results from content marketing in the enterprise software space and understands how and why to engage and nurture prospects with appropriate messages and touch points.
In this Marketer’s Corner interview, she explains: