KEEP THE LEAD
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4K REVOLUTION
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MEET TECH DATA’S SENIOR VICE PRESIDENT, MARKETING
MAY–JULY 2014
Four Threats to Mobile Security that could Kill BYOD
Dive In Insights from high-achieving cloud solution providers
SLED's Comeback Year A quick look at the local government and education markets » Sign up to receive Authority. Our next quarterly issue will arrive in your inbox.
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» From the Publisher Now almost halfway through the year, Authority is taking a brief time-out to evaluate the year so far and target a few priorities as we head into summer. Our May-July issue dives into many trends that offer you helpful tools and important insights to make the latter half of 2014 a game-changer. As you’re likely well aware, security has become a key priority this year. The rapid proliferation of mobility and cloud has led to an increased need for strong enterprise security platforms that can combat any cybercrime that might interfere with progress. Our cover story, “Four Threats That Could Kill BYOD,” breaks down the four big areas you need to watch out for in the mobile space. IT trade association CompTIA weighs in on cybercrime as well, providing a special column about the increased need for security experts. This issue also provides you with advice from successful cloud solution providers and the current forecast for government and education markets. Authority is your one-stop shop for advice, solutions and the latest happenings in the channel. Stay updated on these trends and keep Authority bookmarked for all your channel questions. Take a look at our current issue, and let us know what you think by sending a letter to the editor. Sincerely,
Eric Jessen Publisher, Authority
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“Our May-July issue dives into many trends that offer you helpful tools and important insights to make the latter half of 2014 a game-changer.”
Editorial Staff Publisher Eric Jessen
Editor-in-Chief Brian Kosoy
Creative Director Alex Fox
Managing Editor
Authority (ISSN #1940-9249) is published quarterly by Tech Data Corporation, 5350 Tech Data Drive, Clearwater, FL 33760, Phone: 800-237-8931 www.techdata.com ©Copyright 2014. All rights reserved. Material in this publication may not be reproduced in any form without written permission from the publisher. Tech Data and the Tech Data logo are registered trademarks of Tech Data Corporation in the United States and other countries.
Jessica Chapman
All other trademarks are the property of their respective owners.
Lead Designer
We welcome your feedback on Authority. Please drop us a line at authority@techdata.com or visit techdata.com/authority.
Leandro Castro
Production Janie Gibson
Writers Laura Stewart Christine Hale Tracy Blalock
Contributors Terry Erdle 3
May–July 2014
ON THE COVER
Four Threats to Mobile Security that could
Kill BYOD page 26 »
Insights from high-achieving cloud solution providers 4
page 14 »
Meet Brian Davis: Tech Data’s Senior Vice President, Marketing page 10 »
ACTIVITY Events Channel Link 2014
6»
page 8 »
In the News Hot off the presses, here are a few key highlights of recent Tech Data announcements
TRENDS Is the 4K Revolution Upon Us?
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Find out if you should consider the 4K market
page 13 »
OPPORTUNITY A Safe Bet: Data Breaches Highlight Need for Cybersecurity Experts
20 »
SLED’s Comeback Year A quick look at the local government and education markets
34 »
Off the Clock:
page 22 »
ABOUT YOU Keep the Lead How to nurture prospects through the buying journey page 30 »
The Toughest (and Muddiest) in the Biz Kelser President Barry Kelly shares a favorite pastime 5
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In the Hot off the presses, here are a few key Tech Data Accolades
New Partnerships
Tech Data was recently awarded Global and U.S. Distributor of the Year at the 2014 Cisco Partner Summit, recognizing Tech Data for its channel innovations, unique enablement programs, business performance and profitable growth. Tech Data was also awarded the HP Partner in Excellence Award in March for the highest growth performance in Latin America.
Tech Data announced its partnership with Soonr, a leader in secure file sharing and collaboration solutions, in February to drive SMB solutions. The company also announced its partnership with Good Technology in April to offer comprehensive mobile security solutions, as well as managed services and cloud provider ViaWest in March.
Tech Data Reports Record Fourth Quarter and Fiscal Year Results Tech Data announced its financial results for the fourth quarter and fiscal year ending Jan. 31, 2014, in April. Read the report here.
Catch up on all our latest announcements here. 6
News highlights of recent Tech Data announcements:
THEY SAY LIFE STARTS AT 40 From the dawn of personal computers to the latest mobile devices, Tech Data has brought the world cutting-edge technology. We’ve strived to connect our partners with the latest innovations and help enable their success since our founding in 1974. Now in our 40th year, we’ve grown to No. 119 on the FORTUNE 500® and are annually named one of FORTUNE’s “World's Most Admired Companies.”
And we’re just getting started.
GLOBAL HEADQUARTERS:
5350 Tech Data Drive Clearwater, FL 33760 TechData.com
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Events Here’s a look at a few exciting moments from our Spring Channel Link event in April! The event was held in Connecticut and brought channel partners and solution providers from across the country.
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Meet Brian Davis:
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Tech Data’s Senior Vice President, Marketing
ABOUT YOU
By Jessica Chapman Managing Editor
Tech Data’s recently appointed Senior Vice President, Marketing, Brian Davis, rejoined the Tech Data team in February. Although Davis spent more than 10 years at Tech Data— progressing through various roles such as vice president, client systems, and vice president, sales—he most recently spent three years as senior vice president, product marketing, at Insight. Davis took a break to share his goals and priorities since rejoining Tech Data. 10
How has your perspective on distribution changed after having been with a solution provider? » Davis: It really gave me a great perspective on how challenging it is to run a successful reseller business. I have a much better appreciation for what a reseller needs from a distributor, how a distributor can help support a reseller’s business, and how critical it is to provide fast, consistent and accurate support to a reseller—a distributor needs to be able to do that well. I also got a strong appreciation for how critical end-user demand generation and marketing is to a reseller. There’s a lot that distributors can do to help resellers with that. And that’s something Tech Data is going to be focused on providing to resellers on behalf of both our vendors and resellers.
What are your goals at Tech Data? » Davis: I’ve got four main goals. (1) Executing on strategy, (2) ensuring close coordination with the many different operational groups at Tech Data, (3) maintaining key focus on resellers’ needs and (4) driving channel demand.
Brian Davis speaks at Channel Link 2014 in Uncasville, Connecticut.
What trends should solution providers focus on right now?
What can we expect to see you focus on in the next year?
» Davis: Mobility, big data, cloud and socialization. Each one of these areas presents big opportunities and answers many challenges. I encourage our customers to reach out to Tech Data to dive into these areas and really understand the value they can provide the channel.
» Davis: CX1—our Customer Experience First initiative. Keeping our attention on our resellers’ needs is a priority for us. Providing end-user demand functionality to resellers and making techdata. com a destination platform for world-class capabilities are also big priorities this year. I’m excited to be back at Tech Data and get started. It’s like being back with family.
I have a much better appreciation for what a reseller needs from a distributor, how a distributor can help support a reseller’s business, and how critical it is to provide fast, consistent and accurate support to a reseller. 11
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ADVERTORIAL
New National Education Standards Drive IT Purchases It’s that time of year again! Educators are looking toward next year’s budgets, spending the rest of this year’s and buying the latest technology for their classrooms. There may be more opportunity for solution providers now than ever before thanks to the Common Core State Standards (CCSS), a U.S. initiative that aims to standardize education nationally. Laptops, Chromebooks, tablets and whiteboards are expected to play a big part in the way teachers communicate to students now and in the future. Schools are moving away from the computer lab model, and into BYOD or a one-to-one program where 12
schools provide each student with a device. Printers that connect wirelessly are going to be integral to productive classrooms as well. “Schools are using technology to advance education in a way that was never before possible, but budgetary constraints are always a concern,” says Wendy Maurer-Linsky, Vice President of Tech Data’s Systems & Peripherals division. Higher education, private schools and school districts with bigger budgets may be the best initial targets for immediate sales. “Solution providers should take a long-term approach to building relationships that may start small but will eventually reap big rewards,” Maurer-Linsky says.
According to a survey published in the white paper, "Speak Up 2013 National Research Project Findings: A Second Year Review of Flipped Learning," 66 percent of principals think teacher preparation programs should teach pre-service teachers how to use and create videos and other digital media for use in the classroom. That means a huge growth in sales of video cameras, scanners and other ways to capture and disseminate digital media to students. “S&P has the hardware schools need to meet the CCSS standards, and the accessories to keep their devices protected and add functionality,” Maurer-Linsky says. “Add to that the mobile service to connect them and we’re the total package.”
IS THE 4K REVOLUTION
UPON US?
By Christine Hale, Contributing Writer
You’ve probably noticed it over the last year or so—the undeniable buzz around 4K Ultra HD TVs. Buzz doesn’t always result in sales, though, and a sizeable consortium of tech writers actually discourage consumers from buying 4K TVs because of the lack of available content. But we’ve seen a lot of changes in half a year—so is the 4K revolution ready for you to join? Content doubts were somewhat answered at the beginning of 2014 when Amazon, Netflix and YouTube announced their plans to focus on expanding their 4K collections and signed contracts with major distributors. That leaves a big gap in television, movies and other content that isn’t currently delivered in 3840x2160 resolution. Plus, it’s difficult for high-speed Internet connections to deliver the Ultra HD content to viewers. While 4K
will certainly mean an amazingly sharp and brilliant display, it may take a few years for the industry to catch up to the hardware already available. The benefits of a 4K display can be immediately realized when connected to a supporting PC. While movies and television are scaled to reach the 3840x2160 Ultra HD resolution, computer graphics automatically increase in resolution, not just scale. That means it won’t take a 70-inch TV to see an improvement in picture. For comparison, a 4K monitor will have three million more pixels than the 5,184,000 pixel monitor on the MacBook Pro 15 with Retina display— that’s an increase in pixels that photo and video editors—and gamers—will love!
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Insights from high-achieving cloud solution providers By Laura Stewart, Contributing Writer
With cloud becoming an increasingly important IT staple, Authority asked a few of Tech Data’s solution providers for their perspective on the ups and downs of doing business in the cloud. What we found was a common thread of insight into the future of cloud services. Take a look at the input from these successful solution providers: Jim St. James, president, Hi-Tech System Service Clayton Mann, president and general manager, Sites Computer Resources, Inc. Paul Mulner, general manager, Stalwart Cloud (a division of Stalwart Systems) 14
Do you feel that cloud vendors are making the key benefits and differentiating qualities of their brand clear to the channel? Is there room for improvement? » James: The only real way I have been able to make sense of the offerings is through a lot of research and actually using these products. I think the best way to understand is through webinars and events where you can talk to people who have already been through the learning curve. » Mann: Sometimes it’s difficult to discern the strengths, weaknesses and differentiating qualities of new products. Cloud vendors all tout their brands, but at this point the nuances aren’t as clear as traditional IT. It would be helpful to have more insightful information from those that have an intimate knowledge of cloud products. » Mulner: Cloud vendors have done a good job identifying what customers often see as initial barriers to the cloud—reliability, security, privacy and dependability. It’s when we try to dig deeper to educate a more knowledgeable customer about the underlying technology of a product that we recognize the greatest need for improvement.
Despite steady growth in the cloud, there is still some reluctance for companies to embrace cloud services as part of an overall solutions package. What’s your take? » James: It’s only a matter of time before reluctant companies move to the cloud— the economies of scale and expertise of cloud vendors make it hard to ignore. Resellers need to get on board before it’s too late. » Mann: In more remote markets, it sometimes comes down to connectivity issues. In bigger markets, sales staff probably needs to be more educated to sell cloud. Either way, there is tremendous opportunity for growth. » Mulner: When prospects talk to us, they know up front that we’re a cloud-first company. Resellers trying to convince existing customers to embrace cloud in addition to the solutions that they’ve always provided need a lot more information to overcome that hurdle. 15
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Do you believe that optimal IT performance today requires cloud solutions as a significant component of a company’s IT infrastructure? Why or why not? » James: Many services— Exchange, email/web filtering, online backup, etc.—can be provided via the cloud at a better cost. That being said, I believe that some services should remain onpremise—the best solution is a combination of on-premise and cloud. » Mann: Companies don’t always consider the costs associated with on-premise solutions. We need to help them understand the efficiencies of cloud as well as the importance of off-site backup. Those that aren’t embracing the cloud are hurting themselves. » Mulner: Clients know to outsource services like payroll and tax preparation, so why should they keep their IT infrastructure in-house? Cloud is not always the right answer, but it should always be part of the discussion. 16
What sales strategy has been successful when recommending cloud services to your customers?
How has TDCloud made a difference in the growth of your cloud business?
» James: Clearly explaining the benefits and cost savings.
» James: The thing that makes TDCloud a good solution is that they have vetted these vendors and tried to find the best-in-class. This, along with TDCloud support and consolidated billing, is appealing.
» Mann: You have to show them key differentiators and benefits as well as the money they can save. » Mulner: The key is for companies to begin thinking cloud-first with every new decision that they make. We start the discussion by asking them about the features they need and the functionality that they’re looking for— then we talk about the most secure, reliable and cost-effective way to achieve that.
» Mann: TDCloud has identified companies that we would have otherwise not known about and made them accessible via StreamOne. When we joined and started leveraging TDCloud, we were automatically working at a higher level. They are committed to bringing solutions to the table that customers really want. » Mulner: Tech Data does a great job introducing us to new solutions and cultivating a relationship between those partners and our company. I always know that there are people I can contact at Tech Data that will put me in touch with just the right person at that vendor—they do a really good job facilitating those relationships and helping us get the answers that we need. It’s been instrumental to our business.
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Compute IT PERSONAL SYSTEMS
Capture & Print IT IMAGING & PRINTING
Connect IT CONSUMER PROFESSIONAL ELECTRONICS
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Visualize IT VISUAL SOLUTIONS
Power IT POWER & ENERGY MANAGEMENT
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SLED’s Comebac A quick look at the local government and education markets
Before you break into a nervous sweat at the thought of reliving high school (or worse—middle school!), relax. Next time you walk into school, you’re the man—or woman— with the power: The future of education and government is at your fingertips.
Government wants security and cloud services After facing tight budgets the last few years, many government offices are starting to think more about their IT infrastructure. With state and local government funding on the upswing, solution providers should be thinking strategically about what government and education customers need and focus on a long-term relationship. 20
“There has been lots of frustration the last few years,” says Chris Dixon, senior manager of state and local research at Deltek, a solution provider for professional services firms and government contractors. “They got in the job and found themselves in financial straitjackets. This is a good pivot time for laying the groundwork for where they want to be.” Although cloud and security took a back burner when IT budgets started shrinking, most CIOs and IT departments are recognizing the increased need for a strong enterprise security and cloud platform, Dixon says. That means they’re evaluating their options and creating a strategy for at least the next five years.
Successful solution providers will come prepared with a long-term plan for both cloud and security services, including enterprise mobile management.
Teachers need solutions, not products The education system’s age-old questions are taking a back burner this year. There’s a new looming question on the whiteboard: How can technology help me implement Common Core Standards—the newest set of clear college- and career-ready standards for kindergarten through 12th grade? The Common Core is making waves in schools across the country and has already staked its claim as educators’ No. 1 priority this SLED season.
ack Year
Score an a+ in SLeD
By Jessica Chapman, Managing Editor
The Common Core is making waves in schools across the country and has already staked its claim as educators’ No. 1 priority this SLED season.
Make the grade with Tech Data’s many public sector opportunities, including: • Sales and business development
• Special pricing and promotions
• Partner summits
• Contract support • And much more!
For many new education-focused technologies, like Samsung’s Smart Classroom or HP’s Classroom Manager, private and charter schools might be good test schools, Dixon says. These schools potentially have more opportunities than public education to invest in large overhauls—at least right now. Public education budgets are still tight, but they’re slowly trending toward these total-package solutions. The education market needs practical solutions that help teachers collaborate and deliver curriculum efficiently to every student. Take a look at the Common Core and think about strategies the education system can use to make this implementation easier.
Learn about our opportunities: 800-436-5353 • publicsector@techdata.com www.techdata.com/techsolutions/publicsector/
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By Terry Erdle, Executive Vice President, Certification and Learning, CompTIA
A SAFE BET:
Data Breaches Highlight Need for Cybersecurity Experts Not since Watergate have the headlines screamed more about stolen data. First it was Target, suffering a data hack that exposed as many as 40 million customers to potential fraud. On that story’s heels, Neiman Marcus broke word that malicious software was used to hack 1.1 million of its customers’ credit and debit cards. Just weeks later, Sears called in the U.S. Secret Service to investigate its own suspected data breach—a case that’s still being investigated. And now comes recent news of the Heartbleed Bug, a serious vulnerability to popular OpenSSL cryptographic software. Cybercrime is very costly, and data breaches are just part of it. Businesses that have been a little lax on security in the past— perhaps trusting a gut feeling rather than the actual facts—are starting to realize the importance of hiring qualified cybersecurity specialists. 22
A GROWING THREAT powerful tools, but most There’s plenty trending in IT security these days. Cloud computing, mobile devices and the switch from IPv4 to IPv6 have worn new holes in the security blanket. You can’t forget about the human element, either. Company phones and tablets, for example, are
employees don’t usually know how to recognize mobile malware threats.
Human error accounts for 55 percent of root cause in security breaches, yet it ranks at the bottom of a list of threats that businesses are concerned about,
according to CompTIA’s 11th Annual Information Security Trends Report. This is in part because the solution can’t be purchased but instead played out through ongoing and interactive education to raise employee awareness. Spurred by the wider adoption of cloud computing and mobility, 64 percent of companies surveyed by CompTIA plan to change their security approaches moderately or drastically. Reports of breaches at other organizations (40 percent) and internal security breaches (34 percent) are also driving changes in security plans, according to the report. It seems businesses that
rely on new technologies want to know they have cybersecurity experts on hand who specialize in data loss prevention and identity access management. While security is less of a hurdle for companies making cloud migrations— approximately 90 percent of companies in CompTIA’s 4th Annual Trends in Cloud Computing study claim cloud usage of some sort— it remains a sticking point. In October 2013, Adobe suffered a breach in which 2.9 million customer accounts were compromised, demonstrating that vulnerability in cloud-based systems is a serious concern.
A DEARTH IN SECURITY EXPERTS Demand exceeds supply in IT security. The Bureau of Labor Statistics projects IT security jobs will grow 22 percent between 2010 and 2020. (For most careers, that growth rate averages 14 percent.) If you’ve been thinking about getting in the security game, now is the right time. But how do you show a company that you’re competent to work in network security, know about compliance and operational security, and can fight threats and vulnerabilities? Holding an internationally recognized, 23
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Human error accounts for 55 percent of root cause in security breaches, yet it ranks at the bottom of a list of threats that businesses are concerned about. vender-neutral certificate like CompTIA Security+ can help. Credentials show companies you are competent to work in network security, understand security concepts, tools and procedures, and that you’ll not only react properly to these threats, you’ll anticipate and help guard against them. Hiring managers look for certifications to set candidates apart. Of those surveyed by CompTIA, 63
percent of companies agree security certificate holders can help an organization be more secure, while 57 percent believe certificate holders perform at a higher level. There’s value in earning CompTIA Security+. Check out www.comptia.org to find training and testing centers in your area. And stay tuned: CompTIA’s unveiling a new online training segment later this year.
IT SECURITY BEST PRACTICES Cybersecurity is an open market for solution providers,
too. While 85 percent of channel firms claim some involvement in security, only 36 percent offer it as a stand-alone service. Because IT security is so complex, you could become a one-stop shop for building robust security policies and postures—as long as you can convince companies that you’re reliable. CompTIA’s IT Security Trustmark+ is granted only to solution providers that consistently follow security best practices by helping companies identify regulatory
Hiring managers look for certifications to set candidates apart. Of those surveyed by CompTIA, 63 percent of companies agree security certificate holders can help an organization be more secure. 24
compliance gaps and address problem areas in security policies, processes and planning. The CompTIA Security+ Trustmark shows customers you’ll keep their information safe by following best practices in personnel security, security training and infrastructure.
Keep track of all that’s happening in the cybersecurity world through CompTIA’s world-renowned research, channel training and credentials. Visit www.comptia.org to connect with fellow security experts and stay on top of all the news in this interesting and ever-evolving community.
Evaluating Today’s Security Trends Security Breaches Impacting IT Plans
Value of Education
55% of security breaches
64% of companies plan to
63% of companies agree security
caused by human error*
change their security approaches moderately or drastically*
certificate holders can help an organization be more secure**
40% reevaluating security
34% reevaluating due to
57% believe certificate holders
plans as result of breaches at other organizations*
internal breaches*
perform at a higher level**
*CompTIA’s 11th Annual Information Security Trends Report **CompTIA survey
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Four Threats to Mobile Security that could By Terry Erdle, Executive Vice President, Certification and Learning, CompTIA
Kill BYOD By Christine Hale, Contributing Writer
Using a mobile device is like being a tightrope walker in a circus. On one side of the rope are enticing emails from Nigeria promising millions of dollars, all yours by simply clicking a link. From your vantage point on top, you can see productivity, networking, and friends and family on the other side. You're balanced 99 percent of the time, so that one time you click on the phishing link from your smartphone isn't going to cause your world to come crashing down—right?
WRONG.
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licking a malicious link or downloading a rogue app on a mobile device is like inviting an untamed lion into your home—nothing will
be left in its wake. Personal and work contacts, pictures, emails, and anything else a hacker may want are stored on mobile devices. As BYOD grows, so does the challenge to balance flexibility and productivity for the employee and security for the company. Here are four mobile security threats that no IT professional should ignore:
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Data Theft
BYOD is all about giving employees the ability to be productive on the go—but just where are employees going with their company’s data? According to a recent Frost and Sullivan report, more than 80 percent of employees use cloud applications without the knowledge or support of corporate IT. To keep data secure, companies should use strong authentication and device certificates with a solution that provides encryption between end points. Containerization is another tool to keep data from crossing over into personal space. Containerization allows businesses to ensure that corporate data accessed by apps remains segregated from personal data, regardless
of the device—corporate or personally owned—or the apps being used. Good Technology is a leader in containerization technology within its end-to-end secure mobility solutions portfolio. “Your business information, your business apps, your business data reside in the container. Any applications you choose to make available to your users can securely share that data, but that data never crosses the line into the personal space,” says John Dasher, vice president of product marketing for Good Technology. “It fully respects employee privacy while not sacrificing control over the business data that needs to be protected.” 27
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According to security firm MetaIntell, 92 percent of the top 500 Android apps have a security or privacy risk. Proactive IT professionals should weigh the potential backdoors in commonly used apps, especially the most risky cloud apps, and assist users in finding secure alternatives. Dasher says that as companies get more strategic with their mobility offerings, secure custom apps can help them speed up time to revenue and provide better customer interactions. “We’ve got an ecosystem of independent software vendors who have versions of their products built on the Good Dynamics platform,” Dasher says. “We have a relationship with Box, so they have a Good-secured version of their mobile app. In those types of circumstances, you can let your employees use Box but use it securely with other Good-secured apps.”
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Malware
The Cisco 2014 Annual Security Report pulled back the curtain on which devices are most affected by malware—99 percent targets the Android platform, usually through SMS messages or by impersonating legitimate apps on non-official marketplaces. Webbased malware has attacked 71 percent of Android users, while just 17 percent of all iPhone users were targeted. Education is the first step in combatting security risks— users need to understand what they’re clicking on and the potential risks to their security. BYOD policies can go a long way to educating employees on what they should and shouldn’t be doing with their devices on company time. “It’s important to have a written policy, and it’s important to have employees acknowledge that they’ve seen the policy,” Dasher says. “For best success, keep it to a page, make sure it’s actually readable and that people can understand it. You want people participating and being part of the solution, not part of the problem.”
Clicking a malicious link or downloading a rogue app on a mobile device is like inviting an untamed lion into your home—nothing will be left in its wake. 28
Mobile Security by Numbers • 676 IT and IT security practitioners with involvement in endpoint security, management
and operations were surveyed.
75%
say that mobile device usage will increase in 2014
41%
experience more than 50 malware attacks per month
75%
view mobile devices to be the leading threat to endpoint security
44%
expect their IT security budgets to increase in 2014
• More than half of respondents indicate that their company has a BYOD policy that allows employees to
use their personal mobile devices for work-related purposes. Take a look at these results from the 2014 State of Endpoint Risk study conducted by the Ponemon Institute, sponsored by IT software security provider Lumension. Get all the details in the full report here.
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hardware
Getting control of the devices and the apps available to users, but still allowing them to choose the device that best fits the way they work and play, could be the key to balancing what employers and employees need for a successful BYOD practice.
Solutions,” Heather Murray, vice president of Tech Data Mobile Solutions, says. “Enduser IT departments are then able to exercise more control over the types of devices their employees purchase, and the MDM solutions that are added to the devices.”
“Employers can establish a white-labeled BYOD portal that allows their employees to purchase and activate devices on preferred carrier networks through Tech Data Mobile
Hardware and software manufacturers are still working to render devices inoperable in the hands of a would-be thief. To ensure that business data doesn’t disappear when
the mobile device does, organizations need a secure mobility solution that lets them manage or wipe devices remotely. “If someone leaves your employ, no one else would have the authentication credentials to get at that data and you can remotely wipe the business data without touching the personal stuff,” Dasher says. “You have more control than you might think over your business data.” 29
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SMB Spotlight
Keep the Lead Nurturing prospects through the buying journey By Tracy Blalock, Contributing Writer 30
In the last issue, we talked about scoring leads so your top prospects go straight to your sales department. But what about leads that aren’t ready for a sales call? MarketingSherpa, a research firm specializing in tracking all aspects of marketing, reports that on average just 27 percent of leads are ready to engage directly with sales. The goal of lead nurturing is to accelerate that remaining 73 percent in the pipeline. Unfortunately, 65 percent of B2B companies don’t even have a lead nurturing process, according to MarketingSherpa. Considering marketing departments that do lead nurturing reported a 45 percent higher ROI, that’s a major miss. Here are some tips to help rectify that problem.
» Turn hello into buy
Lead nurturing keeps prospects engaged and moving from interest to purchasing intent. But Brian Carroll, executive director for MECLABS, MarketingSherpa’s parent company, says companies tend to complicate lead nurturing. It’s really about building relationships. Carroll advises solution providers to think of lead nurturing as a conversation, not a campaign. “How can you carry the conversation forward?” he says. “Think of lead nurturing as an extension of the conversation you started with lead generation.” It's important to continue nurturing leads regardless of whether it takes five or 25 interactions to get them to the sales-ready point. It’s a marathon, Carroll says, not a sprint. Your process should be at least as long as your average sales cycle, with a minimum of one interaction per month. But what exactly is an interaction?
» Content—the key to effective lead nurturing The usual lead nurturing interaction is via email. Bizo’s Chief Marketing Officer David Karel suggests looking beyond email and thinking more holistically. Integrate lead nurturing across all of your marketing channels to ensure messaging is consistent and each part supports the whole.
According to Bizo’s B2B Full Funnel Handbook, it’s important to engage prospects at every stage of the buying cycle—awareness, consideration and finally the decision phase. Content gives you a meaningful way to stay top-of-mind and deliver valuable information that prospects look for in each phase. Segmenting leads into these three categories facilitates your lead nurturing strategy.
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» If the content fits
In the awareness phase, prospects look for general information about ways to solve a problem. Focus on brand-building, including both online and offline marketing strategies that provide helpful resources and build your reputation as an industry thought leader. Prospects research specific solutions and vendors during the consideration phase. Educate them via unbiased white papers, blogs and webinars. Drip email campaigns also provide a logical transition to the final phase.
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Once they’re ready to decide, brands and brand comparisons become priorities. Your goal is conversion. Tools may include demos and trials, events or email offers—anything that encourages prospects to take action and connect with you directly.
» Start where you are
You might be further along with lead nurturing than you think. Here are a few steps to move you in the right direction.
Divide and conquer Karel stresses the importance of segmenting prospects into personas that exhibit similar behavioral patterns, attitudes and motivations. For example, a CFO of a financial institution looks for different things in a solution than an IT manager for a healthcare organization or an owner of an architectural firm.
Content development The next step is to develop meaningful content. Karel suggests starting with one or two solid pieces. The goal here is substance over volume.
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16%
Podcasts
Infographics
Self-promotional content
Teleprospecting calls
Research-based content
Direct mail
Blog posts
Webinars
Thought leadership articles
Whitepapers
Sales calls
Email newsletters
Which have been the most effective for nurturing your leads?
8%
6%
AWARENESS BRAND-BUILDING DECISION
ENGAGEMENT AND CONVERSION EDUCATION
CONSIDERATION
Back to the drawing board
Outline each persona’s buying journey, identify key interaction points and then map out the right content for each phase. What information would be most valuable if they don’t know you yet, just downloaded a white paper or attended a webinar? Identify how you can add value at each step. “You are already creating content,” Carroll says. “You probably just don’t recognize it. So first, use what you have, catalog it and determine how you can bring new life to it. Then you can start finding gaps in current content areas.”
It’s all about the mileage
For complex solutions, prospects appreciate you presenting it in small doses and different formats. Break a white paper into five articles that focus on a specific aspect or expand an e-book into individual articles on each chapter. Record live events and convert the videos into podcasts, or post snippets on social media or blogs.
» A few final points
Pace is important too, Karel says. Take a slow and steady approach, but give prospects opportunities to see a demo or talk to sales. Capture everything you know about prospects in one place—whether that’s an access database or excel spreadsheet.
» Leads are your lifeline
Lead nurturing makes sure you handle your hard-earned leads with TLC and build relationships that accelerate the buying process. For more information on lead nurturing, check out TDAgency’s resellerCONNECT, a program that helps solution providers generate targeted leads and keep them fully engaged with events, webinars, drip campaigns and more.
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Off the Clock
Kelser President Barry Kelly used to have a barn full of horses. Now the horses have moved on to greener pastures and the hayloft— outfitted with weights, pull-up bars and other workout equipment— is a place where he does everything but horse around. Kelly’s always been athletic, but as he approached 60, he had to admit he’d lost his conditioning and started looking for a way to get back in shape. He found it in January 2010. One of his customers told him about CrossFit and, after putting it through the paces, he was hooked. But while he liked the never-a-dull-moment workouts and camaraderie 34
that CrossFit is known for, the hardest part was making it to the 5 a.m. classes. So out went the stalls and in went the gym. Not long after, Kelly went from giving his all in his barn workouts to giving back at CrossFit charity benefits. It was then he discovered the mudder of all challenges: mud runs! Kelly and a dozen other employees of the Connecticut-based company conquered their first course in New Hampshire, the Gunstock Tough Mudder, in June 2013. They managed to overcome every obstacle along the grueling 12-mile trek and had an absolute blast. They’re already signed up for another one!
“My first thought was that this is a great thing for the company,” Kelly says. “It took us forever to get through it because we committed to stay together. It took us about six hours.” Following his first mud run with the team, Kelly went solo at the Mount Snow Tough Mudder in Vermont. He persevered through everything from torturous tunnels to crawling through obstacles rigged with pulsing wires. “It keeps you young,” he says of both mud runs and CrossFit. “It’s a blast, and I’m committed to it. I really like the camaraderie.”
By Tracy Blalock, Contributing Writer
Maybe more surprising is how the principles of these ultimate endurance events so closely mirror Kelser’s company values of community and teamwork.
Kelly admits it’s addicting—and he’s living proof—going on to participate in GORUCK challenges, a course that makes Tough Mudder look like child’s play. Maybe more surprising is how the principles of these ultimate endurance events so closely mirror Kelser’s company values of community and teamwork, both exercised daily as they help clients drive competitive advantage through innovative technology. It’s all about accomplishing more than you could ever imagine when you work as one toward a common goal. In the gym, in life and at Kelser, every day is different and you never know what to expect. Just the way he likes it. And just in case you’re wondering, “whoa” is no longer in Barry Kelly’s vocabulary.
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