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The buyers journey - the sure death of the channel (and many SMBs)........

Posted by Todd Hussey

Oct 18, 2017 11:44:37 AM

As much as we are all talking about the impact that cloud, subscription based consumption etc will leave many channel partners in the dust....I believe it's the new world of sales and marketing via the buyers journey that will be the real culprit.............

Time and time and time again, talking to, and working with ITSPs of all types (VAR, MSP, CSP, SI etc) and sizes I hear "ok, I'm ready to sell cloud - let's go!". Really?

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Topics: cloud msp, digital marketing for Cloud MSPs and ISVs

Digital Marketing for Cloudy IT Solutions Providers - Problem Solved!!

Posted by Todd Hussey

Oct 12, 2017 8:12:37 AM

Yes, the cloud world is heating up. And an even more resounding yes to the marketing world heating up - even more? And for the cloud-focused IT Solutions Provider it's a double whammy!! How the hell is a cloud-focused IT Solutions Provider going to execute on this new world of marketing (let's call it marketing 2.0 for the heck of it) required to add great recurring revenue cloud business?

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Topics: digital marketing, MSP

Dear Cloud Vendor, Want To Build A Channel? Are You Game?

Posted by Todd Hussey

Oct 10, 2017 8:41:27 AM

You're a CSP or SaaS ISV.........Are you ready to expand your market coverage? Thinking about the tradeoffs between hiring more direct sales people and creating an indirect channel to widen your footprint? Well, before you go too far down the indirect channel route, ask yourself these key questions - and don't forget to rate your responses.

 

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Topics: cloud digital marketing, CSP

Great! You're a CSP! Now, How Do You Get New Clients?

Posted by Todd Hussey

Oct 5, 2017 11:54:54 AM

So you're a CSP and you just launched a new cloud service offering. Congratulations! All of that hard work to design, develop and launch your cloud solutions into the marketplace is finally beginning to pay off. Or is it? How is customer acquisition going? Are you bringing new customers on board without the use of personal networking or leveraging friends and family? Or are you still cherry-picking new deals?

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Topics: cloud digital marketing, CSP

Microsoft Just (finally) Acknowledged The Cloud Providers' Achilles Heel

Posted by Todd Hussey

Jul 10, 2017 12:34:30 PM

It's happening........what's happening????????

Have you ever seen the movie "The Big Short"? True story about an investment banker that bet $1B on the housing collapse of 2008 - he shorted the housing market. Everyone thought he was insane telling him "You are shorting the housing market? No one doesn't pay their mortgage" and his investors (the owners of the $1B) were flipping out! But he was convinced he was right and everyone else was wrong (including Alan Greenspan). He was patient, and went through hell for 5 years until "it happened" - the housing market collapsed - we know the rest of the story - he and his investors made a freakin' fortune.
 
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Topics: cloud business, digital marketing as a service

Want to grow your cloud business? Go to the gym!

Posted by Todd Hussey

Jun 12, 2017 4:35:09 PM

For too many years I was a "gym lollygagger" going to the gym too inconsistently and when I did I measured my results on how much time I would spend there. I was basically checking the health check box and got zippo results. A few years ago I finally came to my senses and signed up for a personal trainer spending a pretty hefty monthly OPEX (Operating Expense) for a committed 12 months.

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Topics: cloud business, digital marketing as a service

Is Becoming a Digital Marketing MSP a New Life for IT Sales and Channel Folks?

Posted by Todd Hussey

Jun 6, 2017 10:25:48 AM

I think we all know how a very large percentage of the 10's of thousands of the IT Channel/IT Solutions Providers (VAR, MSP etc) came about starting decades ago. In case you dont,

Many, many, many of these were started by a guy/gal that became tired of "working for the man" at a vendor (Cisco, Avaya, HP, you name it) or at an existing large IT Solutions Provider and said "heck I can do this myself" and/or they were part of the latest RIF. So he or she hung up a shingle, brought on some clients they knew and that trusted him/her and next thing you know, over time the client base grew, they now had a handful of staff and "voila - a nice little business emerged". And do you know that virtually everyone of these guys/gals say today "it's the best decision I've ever made"

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Topics: digital marketing, cloud msp, cloud business

Want a superstar cloud sales rep - hire a Digital Athlete

Posted by Todd Hussey

May 23, 2017 8:08:05 AM

In today's cloud and digital world your sales (and marketing) staff must be Digital Athletes.

Am I ranting and raving when I constantly say - "What the heck is this guy/gal doing hiring a sales rep that was successful yesterday?" I'm not trying to be mean or belittle anyone but for anyone that knows me I'm just telling it like I see it. Hiring the guy/gal with the supposed Rolodex and was successful "yesterday" dialing for dollars is simply not going to work today - especially when selling recurring revenue cloud. Beyond the fact that today you need some form of marketing function feeding leads to a sales rep to make it all work, let's look at the DNA of today's sales rep - the Digital Athlete. Full disclosure first. When I read Inbound Marketing by Brian Halligan and Dharmesh Shah and The Sales Acceleration Formula by Mark Roberge I said "OMG we think eerily alike". Their thoughts on today's sales rep and mine are very similar.

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Topics: msp marketing and sales, digital marketing as a service, modern msp

Dear Cloud Vendor and Disti, Be Like Hubspot....or else....

Posted by Todd Hussey

May 18, 2017 9:41:17 AM

I've been in awe of Hubspot's success for years now (full disclosure - CSBexcellence is a Hubspot user and Gold Partner),

  • serious, serious growth for years now - in less than 10 years - Q4 2016 $76.4m revenue at 44% YY growth
  • 23,000+ customers 
  • selling SaaS (new definition of SaaS further down this blog) to the SMB!!!! I've been told hundreds of times from VC's "it's impossible to make a business selling SaaS to the SMB"
  • a massive following including 10's of thousands at their annual Inbound conference
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Topics: saas, cloud solutions, cloud business

Digital Marketing-as-a-Service for Cloud MSPs and ISVs!

Posted by Todd Hussey

May 9, 2017 7:21:16 AM

Cloud is growing faster than expectations!!!

Cloud vendors are pushing very hard for their channel partners to get in the cloud game and to start taking marketing seriously!!!

Channel partners are seeing cloud being consumed by their clients without them!!!

Oh.....yesterday's marketing won't get you where you want to go today.....today's marketing will....it's called digital aka inbound marketing - all based on the "buyers journey".

 

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Topics: digital marketing, cloud msps, isvs