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Regardless of who is funding your marketing activity, these are the top 3 reasons why Partners struggle with their Microsoft go-to-market strategy
Growth Goals & Value Proposition
We find that partners overlook the process of linking business goals to marketing goals, and designing a unique value proposition that will set their business apart.
To develop a successful Microsoft go-to-market strategy, MSPs and CSPs need to first get clear about the business goals and associated marketing activity to drive those goals. This is something that sounds simple, but many businesses (not just Microsoft Partners) struggle with.
Finding "A" Clients
While many Microsoft partners know who their customer is and what they want from the Microsoft stack, they often don’t know where to find them. There are so many channels available to marketers now, that it can be hard to know where to put your messages both online and offline, that will get the most return.
This is about generating your Target Account List and using it for your account based and inbound marketing campaigns to ensure you’re spending your marketing funds in the right place.
Capacity to deliver
This might be the biggest roadblock for Partners.
Time & Skills Capacity – the in house team are busy enough already. Adding administration, content creation, advertising, creative, reporting, and check-ins are simply not possible without increasing headcount.
MarTech Platform Capacity – You need a MarTech platform that is set up to deliver integrated email, landing pages, gated content, advertising, organic, CTAs,
Forms, etc.
How we help:
Get a clear, purposeful direction in 30 days.
For a one-off $5,000 fee, we host a 2-hour workshop with key stakeholders to cover business goals, marketing linkages, and Customer Insights. We will report back with your go-to-market package that includes value proposition alignment, core differentiator, and a go-to-market plan for your digital campaign.
Conversion-driven Campaign Management
MOQdigital was finding it hard to manage successful integrated partner campaigns. After engaging with Triggerfish, MOQ now runs up to three vendor-sponsored campaigns per quarter, running paid social media campaigns that lead to the conversion of optimised landing pages, profiling customers along the way. The success of their partner campaigns can be clearly reported on with integrated reporting and analytics all sitting within the HubSpot platform and fully managed by Triggerfish throughout the life of the campaign. Email is used for campaigns, events, company, and partner newsletters. For event management, campaign landing pages are integrated with event management tool Eventbrite for event registration tracking and management from the point of invitation, RSVP tracking, day-of attendee check-in, and source reporting.
Digital Pivot to webinar during pandemic for Dataweavers
As a Microsoft Gold Cloud Platform partner, Dataweavers allows organisations to run their complicated MarTech stacks with end-to-end continuous delivery on Microsoft Azure PaaS. Even though Dataweavers was in a strong position to leverage partner marketing funds from Microsoft, they needed access to a hybrid mix of skills to help them execute on their approved Dataweavers Roadshow event series. As a sister company to Dataweavers, Triggerfish stepped in to help.
From go-to-market messaging, campaign proposal, statement of work, approvals, digital asset design and development, physical event logistics (that swifty pivoted to an online webinar delivery during the pandemic), proof of execution and invoice management - Triggerfish managed the Q3 campaign seamlessly from end-to-end, leaving Dataweavers with a healthy qualified lead list to help grow their business.
