The Partner Marketing Event (PME) held during DynamicsCon LIVE brought together top ISV marketing professionals for insightful discussions and networking. One session was hosted by Adam Berezin, Co-Founder & CEO of MSDynamicsWorld.com (MSDW), who led a conversation with three seasoned Dynamics marketers: Angie Ryan (Marketing Director, Cavallo), Christi Whipple (Partner Marketing Director – Mid-Market, BILL), and Jessica Person (Senior Partner Marketing Manager, Avalara). These experts shared their coveted secret ingredients for crafting successful marketing campaigns, covering topics such as branding, sales lead generation, thought leadership, content strategies, industry expertise, and social media engagement.
Throughout the discussion, the overarching theme emerged of successful marketers continually seeking innovative strategies and insights to navigate the ever-evolving landscape of integrated marketing programs, content creation, lead generation, and customer engagement. In light of these invaluable insights, we have compiled ten key takeaways that encapsulate the wisdom shared:
- Integrated marketing programs vs. standalone activities: Integrated marketing programs involve the development of cohesive and synchronized campaigns that extend across multiple channels and touchpoints. While standalone activities can be impactful for specific events or promotions, it is generally recommended to avoid constructing an entire campaign solely centered around someone else’s event. Opting for integrated marketing programs enables the delivery of a consistent brand message throughout a longer period of time, and facilitates a more comprehensive and holistic approach to engaging customers throughout their entire journey.
- Campaign changes over time: A customer-driven approach with a focus on customer stories has become increasingly vital in modern marketing. Although it may require more time to develop, the payoff is stronger engagement. By understanding and addressing customer needs, preferences, and pain points, and sharing real-life experiences of satisfied customers, marketers can establish trust, create emotional connections, and foster brand loyalty. Investing in customer-centric narratives leads to meaningful engagement, increased brand loyalty, and positive word-of-mouth recommendations.
- Thought leadership vs. product-focused content: Customizing content to cater to specific buyer personas and addressing their pain points is a critical factor in successful marketing. By understanding the unique characteristics, needs, and challenges of target personas, marketers can create highly relevant and impactful content that resonates with their audience. Thought leadership content, which focuses on providing valuable insights, industry trends, and expert opinions, shines in certain scenarios where establishing credibility and expertise are paramount. This type of content positions the brand as a trusted authority and cultivates trust with the target audience. On the other hand, product-focused content plays a vital role in showcasing solutions and demonstrating how a product or service can effectively address the pain points and challenges faced by the target personas. By striking a balance between thought leadership and product-focused content, marketers can deliver a comprehensive content strategy that educates, inspires, and guides their audience, ultimately driving engagement, brand affinity, and conversions.
- Leveraging ChatGPT: ChatGPT, an AI-powered language model, serves as a valuable resource for marketers in streamlining presentation planning processes. By leveraging ChatGPT’s capabilities, marketers can efficiently generate content, develop well-defined agendas, and outline key talking points. The interactive nature of ChatGPT enables marketers to engage in dynamic conversations, facilitating brainstorming sessions and providing valuable suggestions. With ChatGPT’s assistance, marketers can ensure that their presentations have an easy flow, effectively convey information, and captivate the audience. By harnessing the power of AI, marketers can optimize their presentation planning, saving time and effort while delivering impactful and organized presentations.
- Inbound vs. outbound marketing: Outbound strategies like events and third-party editorial sites retain their high importance, and inbound marketing has emerged as a significant driver for many panelists. Outbound efforts involve actively reaching out to potential customers, and inbound marketing can emphasize the creation of valuable content that should naturally attract and engage the target audience. This shift towards inbound marketing highlights the importance of exploring new channels and tactics to stay relevant and capture the attention of customers who are increasingly empowered in their decision-making. By embracing both outbound and inbound strategies, marketers can strike a balance, maximize their reach, and effectively connect with their audience in a rapidly evolving marketing landscape.
- Thoughts on gated content: When it comes to gating content, marketers must carefully consider the context and purpose of their materials. Ungated content, which is freely accessible to all, has the advantage of attracting and engaging a broader audience, potentially increasing brand visibility and awareness. This approach is particularly beneficial for top-of-funnel content aimed at building brand authority and nurturing relationships. On the other hand, gating higher-quality content, such as in-depth guides, whitepapers, or exclusive resources, can be an effective strategy for lead generation. By requiring users to provide their information, such as email addresses or contact details, marketers can capture valuable leads and initiate further engagement. The decision to gate or ungate content should be driven by the specific objectives of the campaign, carefully considering the balance between maximizing reach and capturing qualified leads for conversion and nurturing.
- Importance of video: Video has emerged as a pivotal element in modern marketing strategies, with panelists recognizing its significance and leveraging it across diverse platforms. From third-party editorial websites to YouTube channels and social media platforms, video content has proven to be highly effective in capturing audience attention and conveying messages. Both short and long videos have demonstrated their power, with customer testimonials evoking trust and authenticity, while product demos showcase the features and benefits of offerings. By embracing video as a versatile and engaging medium, marketers can enhance their storytelling capabilities and foster deeper connections with their target audience.
- Webinars post-COVID: Leveraging site member info of third-party editorial websites, hosting joint webinars with partners, and utilizing social media posts and advertisements have proven to be effective strategies. These tactics allow marketers to reach a wider audience, increase brand visibility, and drive engagement. However, it is crucial to complement these efforts with personalized follow-ups to nurture leads and maintain meaningful connections. A multi-channel promotion approach that integrates various marketing channels can amplify the campaign’s impact. Among these channels, email marketing continues to stand out as one of the most successful, offering a direct and personalized communication channel with a high potential for conversion and engagement. By employing these strategies in a cohesive and targeted manner, marketers can maximize their reach, engage their audience, and achieve desired outcomes.
- MQL to sales handoff process: In the process of transitioning marketing-qualified leads (MQLs) to the sales team, several effective strategies were highlighted. Implementing practices such as providing leads with a Calendly link to easily schedule appointments streamlines the communication and ensures a seamless transition. Leveraging review platforms like G2 to showcase positive customer feedback and testimonials adds credibility and instills confidence in potential buyers. Additionally, managing pay-per-click (PPC) advertising campaigns helps to target specific audiences and drive qualified traffic to the sales funnel. By embracing these practices in the MQL to sales handoff process, marketers can optimize lead conversion, enhance customer engagement, and increase the likelihood of successful sales outcomes.
- Be a proactive, not reactive, ISV marketer: Creating an effective, and successful, marketing strategy requires marketers to adopt a proactive, not reactive, mindset. Being a proactive marketer means taking the initiative to anticipate and address customer needs, market trends, and emerging opportunities. Instead of simply responding to changes as they occur, proactive marketers actively seek out new avenues for growth, continuously analyze data and metrics, and stay ahead of the competition. This approach involves conducting thorough market research, monitoring industry trends, and engaging in strategic planning to drive innovation and stay one step ahead. By being proactive, marketers can seize opportunities, tailor their messaging to resonate with their target audience, and establish themselves as industry leaders. This mindset empowers marketers to make informed decisions, adapt to changing market dynamics, and ensure their marketing efforts are aligned with the overall business goals.
These ten key takeaways serve as invaluable insights for marketers aiming to refine their strategies, enhance customer reach, and achieve meaningful results in today’s dynamic marketing landscape. By embracing these insights and adapting them to their specific contexts, ISV marketers can embark on a path of success and drive impactful campaigns that resonate with their target audiences.
