Archives For sonicwall

New Rules of Marketing

April 21, 2010 — 3 Comments

If you resell technology, stop wasting joint marketing funds provided by your partners.  Over a billion dollars in unspent funds are reported each year, meaning there is money available, however, dysfunctional marketing campaigns are destroying the channel’s ability to access this money.  Use this money with a well planned marketing strategy and show a return – earn the right to more than your share.  Companies like HP, Cisco, Oracle, Sonicwall, etc. all have funds to support these types of activities.  The goal should be to choose your partners based partly on technology and partly on their willingness and ability to support you as a reseller.  From there, it’s up to you to demonstrate your ability to bring incremental business to the table.  But be careful…

Marketing is different now!  You can’t run an event and advertise “storge UC/Voip, Data Center, or Network Security” and expect decision makers to show up, and you can’t have your local vendor or internal SE be your featured lunch-and-learn speaker.  However, events are a great way to attract higher level audiences if you present the right things in the right way.  Educational based marketing is powerful, and between social media and properly planned events, resellers can demonstrate tremendous value.  This video provides a few minutes of insight on this important subject!

© David Stelzl 2010

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In the second half of this interview Nate and Kelly ask the killer question…”what about cloud computing?”  Listen in and see what I say about it.

Last week’s educational event in Tampa was exceptional (sponsored by Sonicwall and Fortinet, along with Microsoft)!  With over 70 attendees – all decision makers and spouses, we were able to educate area business leaders on the risks associated with data loss and misuse.  Following this event, the owners of Network People interviewed me to review some of key points brought out over our event dinner keynote.  This type of interview provides an excellent recap for attendees, as well as something to send out as a reminder of the issues at hand…something everyone should be doing to create follow-up momentum after such an event.  Listen in and see how you can apply this same type of value to your clients.

The most effective marketing programs leverage video and events….in this event we had over 75 attendees, many involved in key decision making roles with a common goal to keep their businesses running and profitable.  At the start of the event, just like in most sales calls, most of these people felt like they had their IT infrastructure under control. By using effective messaging, real world examples, and compelling customer attraction stories, this audience’s response was clear – they wanted to take another look!  Education around compelling events produces the opportunity to help people…by putting it in video form, the sponsoring solution provider can use this video to attract new prospects!  Sponsors included Sonicwall, Symantec, Microsoft, Cisco, and others.

© David Stelzl 2010