WHYYOUR MDFPROGRAMIS BROKEN
(& HOW TO FIX IT)
MDF PROGRAMS ARE
Market development funds should be the ultimate proof of partnership between technology vendors
and channel partners.
Unfortunately, these programs were designed in the 1980s and the world of communications is very
di�erent these days.
SELLERS ARE NO LONGER IN CONTROL.POWER HAS SHIFTED TO THE BUYERS.
And these buyers are
65 TO 90% OF THE WAY THROUGH A PURCHASING DECISION
before they even speak to a salesperson.
FORRESTER RESEARCH
75% OF B2B BUYERSARE USING SOCIAL NETWORKSto search for solutions tobusiness challenges.
IDC
Potential customers want to know how you can help them
solve their challenges and achieve their goals.
Cold calling, generic email blasts and other
outdated tactics no longer work.
SO WHAT ARETHE PROBLEMS WITH YOURMDF PROGRAM?
Anybody who’s ever been involved with MDF programs will tell you there’s never enough money to go around.
Many vendors will ask channel partners to match allocation of MDF funding.
This is unfair because partners typically operate on much leaner profit margins and it can create tension in the business relationship.
ALLOCATION MATCHING
MDF programs are often hastily put together to drive sales of a particular product range.
They’re not properly resourced or given enough time to generate results, and everyone moves onto something else once the quarter ends.
LACK OF STRATEGY
Most channel partners will admit they’re not very goodat marketing. They’re so busy dealing with clients and prospects that it’s just nota priority.
LACK OF SKILLS
Vendors like to think of their products and services as complete solutions but they’re only one piece of the puzzle that partners have to deal with.
UNREALISTIC EXPECTATIONS
MEASURING SUCCESS
There’s an ongoing sense of disconnect between buying and selling cycles. Sales team are focused on quarterly targets but the buyer’s journey usually takes a lot longer.
FOCUS ON PRODUCT
Potential customers want to know how you can help them
solve their challenges and achieve their goals.
Too much technology marketing is focused on products and services rather than customer goals and challenges.
Cold calling, generic email blasts and other
outdated tactics no longer work.
The biggest challenge is embracingmodern, digital marketing based ongetting high quality content in frontof the right people.
SCOTT CAULFIELD, NEXTGEN CREATE ”“
WHYGREAT CONTENT IS THE ANSWER
Most of the content on vendor websites is designed to convince potential buyers they should
buy their product or service.
This is only relevant when somebody is ready to make a purchase.
3 OUT OF 4 business buyers conduct more than half of their research online before making an o�ine purchase. FORRESTER RESEARCH
What content are you producingto answer their questions?
CONSIDER THESE STATS...
70% 61%3XLEADS
of people would rather learn about a company through
articles rather than ads.
Content generates three times as many leads as traditional
outbound marketing but on average it costs
62% less.
of B2B buyers say their chosen vendor delivered
a better mix of content for every stage of
their journey.
AXONN MEDIA DEMAND GEN
DEMAND METRIC
The world hasCHANGED
Time-shifting technology has allowed viewers to skip ads between programs.
Ad blockers allow customers toremove advertising from the online experience altogether.
Brands who push their own agenda on social media are increasingly ignored.
Content must educate, entertain and make youraudience feel something.
So what does good content look like?
Great content has to be focused on clear business objectives.
Always know what you’re trying to achieve before you start.
ALIGNEDWITH GOALS1|
Great content knows who yourdecision makers and influencers areWhat are their goals and challenges?
How can your brand help them?
KNOW YOUR AUDIENCE2|
Great content is part education and part entertainment.
It must be useful and make your audience feel something.
3| SHARE KNOWLEDGE
Great content sparks conversation.Brands that do this well actively engage their audiences and encourage them to
help each other.
BUILD COMMUNITY4|
Great content is built on long-term strategy but lives in the moment.
Be aware of opportunities to add context to current events.
REACTQUICKLY5|
TIME FOR ACHANGEThe B2B buyer’s journey is longer and more fragmented than it’s ever been.
It’s time to embrace modern marketing and start producing useful content that drives real business opportunity for your brand and channel partners.
WHO WE AREAt Spectrum Group we tell the stories that won’t tell themselves . We help brands cut through the noise with a full range of integrated communications services, including content, PR, social media and design.
Get in touch with us to talk about how you can make better use of your MDF funds to drive real business opportunities for your brand and channel partner community.
HOW WE CAN HELP
Email us [email protected]
