5 components of a digital campaign for software integrator

How to build a successful digital marketing campaign for a regional software integrator or a value-added reseller (VAR)?

How to build a successful digital marketing campaign for a regional software integrator or a value-added reseller (VAR)? In one of our previous blogs, we’ve described the components and the flow of a digital campaign, which helps local VARs, solution providers, and regional system integrators to generate new business. Now let us talk about what knowledge you need to obtain before you can develop those components and set up a successful campaign.

5 fundamentals of a digital campaign for software integrator

Here is the list of 5 necessary steps you need to take:

1. Understand the common and painful problem for the companies you target, which you solve with your services.

2. Describe the profiles of the typical buyers for your services. They may include multiple people in different roles, such as a business buyer, a technical buyer, procurement, legal, executive sponsor. Think about what type of people they are and what are their personal goals, desires, which influence their choices.

3. Position your offering by describing how you help [BUYER] to achieve [DESIRED STATE] through process optimization and automation. Unlike [COMPETITION], our services [DIFFERENTIATING VALUE].

4. Package your positioning into simple and clear messages, which you will communicate to your target buyers.

5. Plan your outreach – collect a list of contacts for the target buyers, define the market channel you plan to use for communicating messaging, enable tools and infrastructure.

How to collect this information

As a solution implementation partner, you may expect the software vendor to provide those answers to you. While this is a reasonable expectation, it doesn’t always work that way. The truth is – unless you are very new in this business, you have much more in-depth understanding of your target companies, your buyers and their problems, than product marketing team, which writes those materials at the vendor company.

Vendors may have broader global exposure, better high-level understanding of the unique value proposition and competitive difference of their product. However, it is you, who

• works in the specific niche with your local customers

• hears their problems directly from them

• knows precisely why they choose a particular product over the competition.

You should use vendor’s knowledge as a basis, but being a smaller, more transparent organization, you have a chance to leverage your specific knowledge about your local customers and your niche and incorporate it into your marketing message, making it much more powerful.

When you have all this knowledge in place, you need a simple and automated platform to run digital marketing campaigns and start generating your leads.