512: 3 Ways to Drastically Improve Your Content Channel w/ David Pereira

ABOUT THIS EPISODE

In this episode we talk to David Pereira, President of GET LIFT Agency.

A relationship with the right referralpartner could be a game changer for any B to be company. So what if you couldreverse engineer these relationships at a moment's notice, start a podcastinvite potential referral partners to be guess on your show and grow yourreferral network faster than ever learn more at sweetfish media. DOTCOM, you're listening to the Beta, be growth,show a potcast dedicated to help him be to be executive, achieve explosivegrowth, whether you're looking for techniques and strategies or tools andresources. You've come to the right place, I'm James Carbury and I'mJonathan Green. Let's get into the show. Welcome back to the B to B growth showtoday we are joined by David Perera David is the president of get liftagency David. Welcome to the show, hey thanks, very much Jonat, I'm happy tobe here. I well. I really appreciate you taking some time out of yourschedule, especially since you are currently on a road trip with your wifeand child, so an extra special thanks for for taking some time. I'm reallyglad that we're able to connect today and we're actually going to be talkingabout how to drastically improve your content channel, and so I think,there's going to be a really compelling topic, but before we get into thecontent for today, maybe you can tell her listeners a little about what youand the and the GETLIFT agency team are up to these days, so we're ABETO beagency, we're based in Toronto in Austin. I've been around sixteen years since two thousand andone so obviously seen a lot of change and we're an agency that helps productdemand, Gen content or channel marking teams look good. Generally, we workwith mid size to large B, to B tech companies and just nothing other kindof thing about us. Is We subscribe to serious decisions and so do a lot ofour clients, so we often use serious frameworts ar strategies to help ourclint solter problems. Excellent, so da...

...have to I til I listen beforehand.David sent me the most well thought out comprehensive episode, Primer M, just aincredibly detailed breakdown of what he's going to be talking about. Today.It's making my job so so very easy, so Davi, that's that's incredible, and aswe're talking today about how to dratically improve your content channelsome of our listeners. Now as of two years ago, I was very new to to theworld of of Bto B sales and marketing. I was learning a lot from scratch. It'snot! It has nothing to do with my background. So can we even start alittle bit with sort of defining what we're talking about here with the ideaof of content, Channel Marketing yeahsure? So, basically, where I likekind o focus. Our conversation is with more so the indirect channel partnersor indirect sales. So a lot of large tech companies. Think of the microsoftsCISCOS Cetri. All these large companies they reli on channel partners as a big part of their revenue, sothey're going to havetheir own direct sales for us and then they're going tohave this indirect sales force and these indirect sales force or channelpartners is kind of where I want to focus today, and these are basically independentbusinesses. These are resellers theire integrators, ther're service providers.They alsoly have the relationship with the end user or the Gan client andthey're, using the vendor, such as a Microsoft or CITREX or Systel theasing.The vendor solution to solve that and user's problem, and one of thechallenges that a channel marketer has is basically to equip the t e channelpartner with all the content that they need in order to understand thesolutions and to know how to sell it and we'll call that empowerment contentand then th the second. The second thing they have to provide is theactivation content, which is basically...

...the content WHAC. You woul think ofisor emails, white papers and fographics the cobranded stuff that thechannel partner would give to the buyer or give to the to the prospect. So interms of definition, again we're Gonn we're focusing here on indirect salesand based on kind of the fact that a channel marketer often has to provideempowerment content as well as activation content. I I kind of jokearound that channel marketers often do twice the work and get half the GLOR.What I mean by that Isthey're they're, they have to equip the channel and thenultimately win over the Bian user. So you'V got two people or two group thatyou have to engage and than if a sale 's actually made it's often the parterthat gets guess the glory and gets obviously either the revenue or thecommission or the profits you he. The show marker made good get a healthypound in the back, but it's a lot of work and osarly all the glory thatanother market amasand and you know accolades, don't pay the bills. Youknow it's. You know a pound in the back may may feel good at the time but yeahI rsit Yall right. So you you've got this sayte channel marketers, twice thework, half the glory, they're, making they're making two sales. But you knowyou also were making a point offline that about the the partners are sellingtheir brand and not yours. So let's talk about that a little bit. Yes, Ithink a mistake that a lot of a lot of companies make is they get so uminvolved in their own grand and their own objectives. They assume that thepartner has similar objectives or similar goals interms of selling and the reality is when you talk to channel partners, Um they're, often working with a lot ofdifferent vendors and ultimately they're trying to solve a problem forthe enduser and there they may or may not use your solution or the vendorsolution. As part of that as part of the way to solve the problem, we do alot of interviews with channel partners...

...to kind of get into their minds, setunderstand what they're looking for, and I took Averbatin ones from one ofthese partners who- and this is his exact woe. My job is not to promoteyour brand. I don't think of my company a simpl or reseller. My company solvesproblems for our clients. We just happen to use your solutions to solvethe problem, and I kind of think that UN underscores Um. This issue that Isee sort of in a marketplace is when you're, when you're, creatingcontent for yours for your direct sales channel. It's fine for it to be KINDOFdominated by your brand, and it's fine for it to be all about you once you getto that point in the sales cycle, but when you're selling through an indirectpartner altimy it's their brand day, Carabot, I it's about them. It's theirrelationship, you're, simply a tool or an ingredient or or or the thetechnical aspect of the solution, and so I think it's worth remembering thatand the implication of that is um thinking about even the branding youuse for your activation content. Again, we see a lot of par. We see a lot ofvendors. Basically, U T really easily repurpose in their direct sales content,meaning if you're, if you're out a a Microsoft, and all yourself hasMicrosoft logoes on it Ryou're going to give that to the channel partner andmaybe make a little bit of room for their logo and I'm phicking a Microsoft,but I'm not therthey're, certainly not the only one that I seen do this. Theycan take it they're, fine, yeah, so now with Microsoft, there's a lot ofchannel carners that have made a lot of money off the backs of Microsof Biebeing dedicated Microsoft, resellers, but there's a lot of there's a lot ofvendors out there, where you're one of many options and if you, if you're, putting your contentout to your partner and it's only about your brand and you're, not reallyhelping them, promote their brand. It actually may just get discarded becauseother partners may be much more...

...flexible in helping the partner fromtheir own brand. So T it's something to something I don't think is thought of alot. But having done enough interviews and asking the questions around, howwould you actually like to receive this content what', her F branding? Wouldyou prefer a lot of partners tell us wh when they have a certain level ofsophistication and can do their own marketing? A lot of partners have toldus they would actually prefer a raw word document that has just the kind ofthe core copy. animages and they'll put it into their own templats or they wantalmost equal level of branding again, it depends on the type of content andwhere it fits in the Bimcycle, but something that I think chawl markersshould consider is the level of branding that they're forwarding on totheir partners. That's a really interesting take on it. I mean 'cause.You know, I'm also thinking two two thoughts immediately spring to mind.You know number one, you know what would you say how much of that is egoon the partners side, you know. Well, we wantit to be our brand and you know you k how much how much much of that is isego on their part and number two. You know. Is there still, then, this placefor vendors who have established themselves as a powerhouse as areliable company? As as you know, T y they've built market trst- and you knowis- is that an asset you know like Oh like this is great that you're, youknow the bulk of the marketing or the branding is on them, because this is acompany people already know and like and trust, yeah great question. Sohere's the way, I think about that. I think th. The companies that have builttheir built a market share, have a credible prok out there when you'redoing mid and late funnel type of content. Soe More of the proof pointsaround the solution and the proof points around the vendors. I think it'sfine to have your brand all over that stuff, because then you're, then yourchannel partner can turn around to their prospect and say yeah we're usinga Microsoft proactere. You have nothing...

...to worry about or we're using Cisco oror citric Idel or whoever, and so there's plenty of room for that. Ithink lower in the funnel but top of the funnelwhere. The partners trying todo demanja and they're trying to create awareness and are trying to illustratetheir understanding of a customer issue to use HA SEC decisions term. They wantto looseen the status quot. They basically want to provoke and getpeople thinking about hey. I actually might have an issue here that requiresattention. That's where the credibility of a big venderbrand doesn't matter asmuch. This is where you want the channel partner to be the thoughtleader, and you want to kind of create opportunities for them to look good start having the conversation with thewith the prospect and then when the time comes, to actually start solvingfor problems and in recommending solutions. That's where your brand cantake its place, O. That makes a lot of sense, so Dav, l, let's talk abouttakeaways, then and again, you've just you've made this so easy for me withthis, with this breakdown primer, three levels of takeaways: Let's, let's startwith the basic takeaway. So if you take away nothing else from today's episode,what should our listeners take away sure? So, if Um, if you are juststarting a channel program or you're you're, relatively new to it, the firstthing I would advise is regularly interviewed channel partners, and so,if you have a small group of partners and you're just sort of growing thatout, that's fine talk to them and Talkim on a regularbasis, and the types of things that you want to know is what's on your wishlist. So if we couldbuild a channel program or a channel Kit for you to solve for this problem,what would be in it? What would you would you use a powerpoint presentation? Is that how you sell? Is that how you talk o yourclient? Do you need salesheets? Do you need social, social post? What would behelpful to you what's in your wishness, so that's from that's almost from likea request standpoint, but other other things to ask in that conversation.What trends do e you seen in the last...

...six months? So as you're talking toyour prospect, has there been any big change in the market? Is there anyregulatory issues that we need to be aware of? Are you seeing even moremigration to the cloud, whatever whatever sort of topical or or HapingTrendwise? Those are things worth uncovering y? Ah, what new use casesare you solving for so you may have been salting for ABNDC six months ago.is their a new use case? Is there a denf that have started recently thatyou're trying to get more and more requests, Aou and then one other mquestion? I love to ask given that Yo the opportunity of talking to partnersis what are some of the other vengers that you're working with what are theydoing for you? That seems to be working really well, basically, you're lookingfor comparativent, so here you're trying to understand if you're workingwith six seven other vendors were giving you channel kits Um channelcontent. Is there something that's grthat's really kind of resneing withyour team? Is Our format? Is there a style? Is there some sort of trainingmethod that really works for you guys and that's Om oething t you like us toconsider Um again, you don't get to have a lot of conversations with achild partner because they're busy they're selling they're solving. Sowhen you do try and get thirty thirty forty minutes with them and ask whyrange of questions and they're always happy to share because they they likeit when the benders paying attention to them so make sure t to kind of cover alawger basis and and use that input and every six months you should be being able to almost demonstrate theprogress you've made through some of the inputs that you received yeah and-and I liked how it you know when you're talking about talk to them, you startedoff with the focus on getting t. It almost felt like getting to know thatpartner, getting to know their company and then sort of worked. Your way out.You know, okay! Well, what else can we learn about? You know your marketplace.What else can we learn about the people that you re that you're selling to, andthen you almost brought it back to the...

...company again, you know well, okay,what methods work best for you? What are you currently working on? So I meanit? It definitely felt very partner centric, which I think has kind of beena recurring theme throughout this throughout this interview is, is reallypaying attention to them, and that's part of that is, is the conversationexactly? It really is all about them as much as channel marketors often thinkit's about it's about their own company. It often really is about the partnerand who theyare selling to and so having a conversation focused on thosetwo groups. I think I think is critical and then, after you've done someconversations, you're going to have a good gauge as to WHO's, giving youvaluable insights d, a and input an who, who do you, trust and what you may wantto do- is start creating almost like an adbisory board or an advisor group, asmall group of parners that you Migtno even validate your ideas. We. So, ifyou're going to do this big channel campaign before you spend a ton ofmoney and resources, building Tis out, maybe share the outline and theojectives with this partners and say: Is this something you would use? Doesthis solve a problem for you? Could you could you see yourselves using this?Tell us how you'd use it wh, what the modifications or what suggestions? Doyou have um? It's just a good way to kind of keep them engaged with yourprograms, because once you validate a a campegn idea with someone they're moreengaged and when you actually do roll it out either as a pilot to them or youroll it out in mass they're, more likely to use it and, of course, onemassive problem that every chaneld marketer has is engagement with theirpartners. They they produce a ton of content,they produce a ton of resources and getting the partners to use. It isalways a huge issue, and so we strongly recommend validating your kits andideas before you spend a ton of resourses building the mout yeahyehperfect. Well David. This has been some uh. Some tremendous content is thereanything that we didn't get a chance to touch on before I let you go today,just couple of other points if, if...

...you're beyond kind of the basics m, twoother think key points around the M rround some stakeways here, one isremember the buying cycle. When you're building out content, we've seen a lotof content kits that typically just have late stage. Contents O, basicallyladstage sal sheets and product sheets, and misses all the top of the funnelstuff. Where helping the partner educate the the prospect o about theproblem. That's a common issue we've seen, so we would sitme just advisefocus on educational parts of the of the kid as well, so make sure to haveenough pieces to support all all stag of the buying cycle and then the thelast mone I just like to make is, if YOUV, if you're kind of more of anadvanced channel marketer, one thing you may want to consider is startsegmenting, your your channel carers, whether it's by vertical or geographyor their size or expertise, and the reason for the secmentation is. You canstart tailoring the the communications you sent to them so, rather thansending ten emails a cort over a month to everybody on your channelist, youcanv by doing segmentation, you mainly be sending two or three per month withher superrelevant and basically, what you want to do is train your channelpartners to know that anything that comes from you is excellent is anexcellent read, as I must read, and so fewer fewer is better, but it needs tobe high quality and one way to ensure high quality is relevant andsecentation helps with out relevance. Yeah you want! You want to get thatthat Pavlovian response, you know when they see they that you've got somecontent coming their way and they start salivating B'cause. They know that it'sgoing to be good stuff, exactly well Jave, and you certainly know your stuffforward and backwards. This has been some tremendous content. We really doappreciate you taking time out of your schedule if anyone that's listening isinterested in finding out more about...

...today's topic or, if they're interested,connecting with you or learning more about get lift. What's the best way forthem to go about doing that sure cer's a few few ways, one is, if you want tocheck out getlift com, slash channel you'll find a couple of resources thatwe put together specific on on on channel marketing and indirect sales toget in touch with me. I can be reached a David at getlift com easily found onLington and on twitter. You can find me personally at D, JP FIV, five or thecompany at Det lit agency Gavit thanks again so much for joining us today anda huge thank you to your wife as well who's taking care of your daughter.While we h have a chance to sort of M, you know get to share your story withour listemer. So thank you so much David for sure yea. I owe heard bigtime, but but she's used totat co Thanko to appreciate it. If you'RE ABE TO BE MARKETER, we wantto feature you on sits like Hoffington, post, social media, Exama and chiefmarket. Every week we sent down a question related to be to be marking.We use the responses to those questions to fuel the content. We write forreally popular websites Toen over to sweetfish media TCOM, backlash,questions and sign up today. Thank you so much for listening until next time.

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