Today, I am delighted to introduce the TechTrove Content to Pipeline Program. This orchestrated set of proven services reduces the cost and increases the success of channel sales campaigns by bringing multiple service providers together to form an efficient, powerful content and services cloud.
What is the TechTrove Content to Pipeline Program?
The TechTrove Content to Pipeline (C2P) Program is a subscription-based service that provides high quality content to prospective enterprise technology purchasers and then--at the right time--connects those that have genuine purchase intent with solution providers that are ready to meet their needs.
The TechTrove Content to Pipeline Program has three core components:
- High quality content that is made available for download via the TechTrove website.
- Multi-touch marketing campaigns built around TechTrove’s curated analyst content to identify sales qualified leads (C2SQL).
- A service that works with each VAR to nurture selected sales qualified leads up through warm handoff to the VAR (SQL2P).
Each component of the TechTrove Content to Pipeline Program is managed by a TechTrove marketplace service provider that has extensive experience in that particular aspect of channel sales campaigns.
What problem does the TechTrove Content to Pipeline Program solve for vendors?
The TechTrove Content to Pipeline Program reduces the costs and increases the success of channel sales campaigns while eliminating many distractions associated with managing these campaigns. TechTrove accomplishes this goal by bringing multiple service providers together to form an efficient, powerful content and services cloud.
How does the TechTrove Content to Pipeline Program reduce my costs?
TechTrove reduces vendor costs by curating analyst content and making that content available via the TechTrove website. This eliminates the up front cost of acquiring and managing the analyst content for channel sales campaigns and the technical infrastructure to support the campaigns.
TechTrove also reduces vendor costs by pre-integrating and coordinating the various sales campaign components. This substantially reduces campaign management overhead for the sponsor.
How does the TechTrove Content to Pipeline Program increase my success?
Technology purchasers have higher confidence in independent analyst content from a third party website than in vendor-sponsored content made available through the vendor’s website. According to recent survey research by Trust Radius, Buyers say it is critical to get a complete picture of the product before they buy. Yet according to survey participants, the vendor’s website and representatives are among the least trusted sources of information.
Ironically, as the following chart illustrates, the six least trusted information sources are six of the seven tactics most frequently used by vendors.
How does the TechTrove Content to Pipeline Program fix the buyer-seller disconnect?
The TechTrove Content to Pipeline (C2P) Program fixes the buyer-seller disconnect through three integrated components: independent content, multi-touch marketing campaigns, and by nurturing selected sales qualified leads through to a warm handoff to a solution provider that is ready to meet the buyer’s needs.
C2P Component #1: Independent Content
TechTrove addresses this disconnect head on by making analyst rankings and reports available on TechTrove.com. Prospective technology purchasers can download this content free of charge by giving TechTrove permission to share their contact information with a TechTrove sponsor. Alternatively, they can get content by paying for it rather than sharing their contact information with a TechTrove sponsor. This approach retains both trustworthiness of the content and the opportunity for technology purchasers to access valuable research at no cost to themselves.
TechTrove sponsors can link to the TechTrove content from their websites in such a way as to highlight the independent nature of the content. This retains exposure of the content on the vendor’s website while making it more powerful than if it were directly hosted by the vendor. This exposure is additive to the exposure provided by TechTrove.com and the sales campaigns orchestrated through the TechTrove marketplace.
Building on all of this exposure, the C2SQL component increases success by providing industry leading high-touch lead gen campaigns that clearly distinguish sales qualified leads from the merely interested. The TechTrove marketplace matches campaign requirements to marketing service providers who are able to run multi-touch campaigns to identify sales qualified leads.
The SQL2P component increases success by ensuring uniform management of the leads generated by the C2SQL component all the way through warm handoffs into each VAR’s sales pipeline. The TechTrove marketplace matches campaign requirements to the service provider who can best nurture selected sales qualified leads up through warm handoff to the VAR. Prior to handoff, we verify that the prospective customer:
- fits to the campaign
- has an urgent time frame
- has a validated budget
- has an identified decision maker
What is involved in a warm handoff into my sales pipeline?
The warm handoff is customized to the needs and abilities of each VAR. For example, the warm handoff may include:
- a phone call or web conference to orient the sales team to working with the SQLs
- reports showing the contact history for each SQL
- an export of the SQL data formatted for upload into SalesForce
C2P is a powerful sales pipeline tool for vendors and VARs
The TechTrove Content to Pipeline Program gives vendors a powerful tool to reduce the cost and increase the success of their channel sales programs while enhancing the value they provide to their VARs. The TechTrove Content to Pipeline Program is also available directly to VARs who want to leverage existing MDFs or other funds to add real sales opportunities into their pipelines, cleanly and affordably.
How do I get started?
We are glad you asked! To learn how to become a TechTrove Content to Pipeline Program sponsor, fill out our contact form or send an email to firstname.lastname@example.org. A TechTrove executive will respond to your inquiry promptly.
TechTrove’s business-to-business marketplace is the foundation for our Content to Pipeline Program. TechTrove fosters the creation, discovery, and dissemination of independent expert insight into enterprise information technology. Analysts can publish their research and blog articles on TechTrove at no charge other than a portion of the revenue generated by sales and rentals of their content. TechTrove membership is free. Join the community today.