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Partner Profitability Minute: See How Small Team Makes Big Marketing Impact

Solution provider, looking to double its revenue in three years, counts on vendor partnership for successful digital marketing strategy.

Digital marketing is a critical piece in the growth of every business. The trouble is, most partners spend less than 30 percent of their marketing budget on digital, according to IPED Consulting Research: State of Partner Marketing.

Solution providers like Myriad360 are looking to change that. “That traditional marketing strategy is no longer working for a lot of these major companies, because there’s so much noise. So, what we’re focusing on is making sure we’re actually going to our users and saying, ‘We’re in this with you,’” says Amy DeCicco, director of marketing at Myriad360.

DeCicco has spent the past six months transforming the marketing strategy at Myriad360 (formerly Myriad Supply)—a solution provider focused on cybersecurity that’s looking to double its revenue in the next three years.

“People understood us as a reseller,” says DeCicco. “What they didn’t quite know is all the expertise, all the services, all of the other things we bring to the table. So, we’re at a pivotal point of changing our persona as just a VAR, all the way to a cybersecurity consultancy. And, that is a key point for us.”

That differentiation is what DeCicco’s six-person marketing team focuses on—creating tailor-made campaigns with help from vendors like Fortinet. They pinpoint the accounts that are the right fit for Myriad360’s solutions, instead of targeting a mass audience.

“It’s a big blend between your team, your in-house expertise and your marketing technology stack, so using marketing automation, using analytics, using plug-ins to your website, making sure that your technology stack is optimized for those conversions and that success,” explains DeCicco.

She adds her small team couldn’t possibly create all the content this demands without support from Fortinet. “They help us providing content; they help us with examples; they lead us and guide us through the primary key points. But it’s a lot of one-to-one time, a lot of face time and a lot of making sure that we’re going through the right channels and the approvals to get the messaging correct,” says DeCicco.

Thirty-eight percent of companies plan to hire more full-time marketing employees in the next year, according to IPED. If your business doesn’t have the budget for that, you might want to take DeCicco’s advice and partner with a vendor that can supplement that support system, or risk being the 62 percent that’s left behind.

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