As an industry, the Channel embraces change, and there’s a lot of it going around, from the constant evolution of technology and the upcoming PSTN Switch Off to new regulation, AI and many other factors, requiring us all to adapt and evolve.
Marketing is no different, and we recently caught up with Blabbermouth’s Founder, Elizabeth Sparrow, to discuss how Marketing is changing in the Channel and what resellers and vendors alike can do to evolve and better reach their audiences.
Blabbermouth’s decade-long track record in the Channel is unparalleled, supporting resellers and vendors from the largest to the smallest. Recognising the shift to digital marketing early, Sparrow founded Blabbermouth to enable Channel businesses to leverage the insights she gained as Sales and Marketing Director of O-bit Telecom.
“I recognised how intrinsically linked sales, marketing, and strategy are in realising a channel business’s growth. Since launching Blabbermouth, we’ve bundled that C-suite level strategic consultancy with a highly skilled Shared Service team to deliver amazing marketing results.”
Since then, her team of marketers, including experts in all areas from content, to design, PR to events, has taken those strategies to the next level, plus they all already understand the technology and propositions common in the channel, representing far greater value than hiring one or two ‘jack of all trades’. The result of this specialism? Garnering multiple Channel awards over the decade, as well as international and household-name clients.
Now, Sparrow wants to offer those fundamental marketing building blocks to the Channel completely free, enabling businesses to evolve by embarking on their own marketing journeys and finding their true potential.
“Our free marketing downloadable, ‘A Guide to Telecoms Marketing Excellence’ gives business owners the foundational tools to ask more tactical marketing questions and help them craft a marketing strategy that delivers on expectations.”
To accompany the guide, Blabbermouth’s soon-to-launch webinar series, also themed around Telecoms Marketing Excellence, acts as a ‘marketing 101’ for Channel businesses looking to grow their brand and their revenue from SME customers.
“99% of businesses are SMEs; in 2022, over 95% of those had less than 10 employees. This is a massive market for the Channel, with 5.2 million businesses that all require reliable telecoms services.
“The 2025 Switch off has been a massive driver for sales for the last few years, but how will the Channel inspire sales when that urgency fades? Will they focus on cybersecurity, Managed services, the sunsetting of 3G and 2G?”
But, Sparrow says, before organisations can answer these apt questions, they must first genuinely understand their buyers and the journey they traverse to a sale.
“What industries will they target, how will they interact with the audience and make that engagement personal and build relationships? These are all important questions.”
But what will campaigns actually say? A question many resellers find challenging. Here, Sparrow says, Channel businesses must take stock of their previous success and proven strengths, tapping the experience of Sales teams to hone the key points future campaigns should highlight.
“Audience profiling and creating buyer personas helps everyone understand the target audience and highlight the unique challenges of different decision-makers, while lead scoring helps you put a numerical value on where they are in their buying journey.
Collaboration between Sales and Marketing teams is vital. Not only to agree upon the strategies, messaging, case studies etc., that have previously proven persuasive. But more importantly, to hone the archetypes that salespeople interact with so that accurate buyer personas can be developed, helping the content engage those particular individuals, promoting the wider commercial benefits, as well as the benefits that recognise the nuances of a recipient’s unique role.”
Once key messaging and buyer personas have been agreed upon and developed, CRM platforms provide the opportunity to automate and personalise marketing content when targets receive it, a key enabler of efficiency savings, according to Sparrow.
“Automation helps you keep audiences engaged without using your team’s time. Lead Scoring enhances this even further by ensuring that bespoke content us delivered at the right time. Combined with personalisation as well, you can greatly significantly accelerate the early stages of building a new customer relationship without even lifting a finger.”
Having read the downloadable guide ourselves and listening to Sparrow’s passion and perceptive insights, Channel resellers, vendors and carriers should use this offer as an opportunity to refresh their marketing strategies with a fresh perspective.
Whether they wish to hone the skills of their existing team or test the mettle of Blabbermouth’s team before engaging them for a particular project or ongoing support, downloading the free guide available via the QR code below, and signing up for Blabbermouth’s free webinar series when it launches, are both wise moves to be sure.
Click on link here to download guide: landing page
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