How to grow your lead pipeline using MDF
The sales process is highly complex involving synergy of digital and offline components. This provides a new set of challenges for teams that are trying to initiate and build client relationships.
The solution lies in the use of market development funds (MDF) that vendors offer to help IT services companies to build brand awareness and market their products and solutions.
Depending on vendor requirements, MDF can help build pipeline through activities such as:
targeted content marketing campaigns
brand building
website development or upgrades
search engine optimisation (SEO)
marketing automation
sales presentation training
events (online or physical).
Organisations that access their MDF allocation often achieve:
an increased pipeline as a result of more contact with prospects during their purchase cycle
improved sales as a result of better lead nurturing
higher brand recognition through co-branded content paid for by the vendor
better scores in business reviews from vendors that can lead to a higher vendor partner status.
Channel partners often cite time and resource challenges as the reason they don’t pursue MDF applications. However, this can be alleviated by working with a third-party specialist MDF partner which can provide advice and support with your vendor partner application.
Our marketing consultants at Outsource team work with vendors, distributors and resellers on a broad range of marketing and lead generation activities that help drive business results. Our in-house specialist B2B writers, designers and digital marketers can help your organisation apply for vendor funds, plan and implement best practice marketing campaigns and analyse campaign results.