The sales process is highly complex involving synergy of digital and offline components. This provides a new set of challenges for teams that are trying to initiate and build client relationships.
The solution lies in the use of market development funds (MDF) that vendors offer to help IT services companies to build brand awareness and market their products and solutions.
Depending on vendor requirements, MDF can help build pipeline through activities such as:
- targeted content marketing campaigns
- brand building
- website development or upgrades
- search engine optimisation (SEO)
- marketing automation
- sales presentation training
- events (online or physical).
Organisations that access their MDF allocation often achieve:
- an increased pipeline as a result of more contact with prospects during their purchase cycle
- improved sales as a result of better lead nurturing
- higher brand recognition through co-branded content paid for by the vendor
- better scores in business reviews from vendors that can lead to a higher vendor partner status.
Channel partners often cite time and resource challenges as the reason they don’t pursue MDF applications. However, this can be alleviated by working with a third-party specialist MDF partner which can provide advice and support with your vendor partner application.
The Outsource team works closely with vendors, distributors and resellers on a broad range of marketing and lead generation activities that help drive business results. Our in-house specialist B2B writers, designers and digital marketers can help your organisation apply for vendor funds, plan and implement best practice marketing campaigns and analyse campaign results.
