Every marketer knows marketing is storytelling.
But telling the story is one thing. Telling a story that sells is another.
Enter Merit Mile. Microsoft approached us to create sales tools and marketing materials for Cobweb, a U.K.-based Microsoft channel partner and cloud services hoster, to help sales reps communicate the value of Microsoft’s business intelligence tool, Power BI, to end customers.
Specifically, they wanted a complete Power BI sales kit including slide deck and telesales discussion guide along with a customizable landing page, web banner, email template and product data sheet.
Marketing for the IT supply chain is a specialized process—it’s key to understand who’s doing the talking and who they’re talking to. Moreover, it’s not as simple as a persona analysis as some communications need to speak “to partner” while others need to address “through partner” messages. In short, selling IT, and particularly selling Cloud, is a multi-dimensional marketing pursuit. So, as a team, Merit Mile was eager to augment and tailor the Cobweb Power BI story based on our legacy IT supply chain experience.
For starters, what is Power BI? Microsoft Power BI is an interactive data visualization tool designed to help customers make smart, data-driven business decisions. But, of course, took it a step further and asked and answered the hard questions include the value of Microsoft Power BI and more importantly “Why Power BI”? Ultimately, the real bottom line is about being able to make better and more profitable business decisions.
In fact, Power BI helps businesses with a variety of things: cutting costs, increasing productivity, focusing market strategy, even improving the customer experience. So then we asked, “What’s the business value story here? And how do we tell it?”
That’s when we found our “why” and our story: Power BI enables users to see their business from all angles. That’s the real business value.
Our next step included taking this conceptual idea and turning it into a tagline that Cobweb felt drove right to the heart of their customer conversations. Then we built marketing materials to facilitate that conversation on every relevant level of the supply chain. The result for Cobweb? The ability to have more effective sales conversations complemented with customer-focused marketing materials.
In other words, a story that sells.
Stuck on your supply chain messaging? Try these three tips:
Have questions about developing your integrated marketing strategy? Contact Merit Mile to explore how we can help grow your cloud service or hosting business.