Join Carrie Simpson with Pete Busam as they talk about planning events for community engagement,  Pete is the founder of Equilibrium Consulting, LLC, a management-consulting firm specializing in assisting technology organizations in establishing partner relationships, channel strategy, design, and execution.

Organizing an Event Series

Pete is one of the brains behind the Channel Strong Initiative, an outdoor and in-person series of MSP channel event pop-ups. The initiative was pushed through despite the pandemic, with health protocols in place for safety. 

Traditional marketing was used to drive attendance. A third party team handle the outbound calls, delivering packages, and other details. Equilibrium built a website to manage digital engagement. Pete and the team also used social media platforms LinkedIn, Facebook, Twitter, and Instagram and even rolled it out on Reddit. There, they put teasers to engage as many MSPs as possible. Another thing they did was having partners to drive traffic and help promote the event. It took them six months to plan everything, and as a result, it went smoothly.

Marketing Matters

There is one goal in marketing: to drive up sales and gain profit. The secret sauce, as told by Pete, is in the execution. One example is in the graphic design of marketing materials. The content is as vital as the overall aesthetics of the graphic.

About Pete Busam:

Pete Busam is the founder of Equilibrium Consulting, LLC, a management-consulting firm specializing in assisting technology organizations in areas that have gaps such as Executive Coaching, Sales Mentoring, Marketing, and Demand Generation.

Technology companies looking to develop their mindshare with small and medium-sized businesses (SMB) needed an effective go-to-market strategy. Pete helps them establish the channels that are their strategy to new markets or SMB organizations using best practices to execute their plan.

Outline of the Episode:

[00:27] Pete’s pop-up tent around the states to engage and build community

[04:20] A look into how the Channel Strong Initiative was planned despite the pandemic

[09:28] Step by step process for an MSP to create engagement in multi-city events

[16:14] What is a marketing teaser, and what does it entail?

[17:48] The next thing after landing pages and why graphic design matters in marketing

[20:59] Proponent of a brand archetype against a different marketing methodology

[28:12] Content development evolved over time

[31:38] Best giveaways to give at events and how to measure its effectivity in marketing

[37:35] A people-driven platform that is execution-based and no contract constraints

[43:59] Lose some to gain, spend now to make a profit later

[47:27] Balance between scalable and customizable things; choose where to standardize

[55:16] Lead scoring that is configurable by the end-user

Resources:

Website: https://equilibriumconsult.com/

LinkedIn: https://www.linkedin.com/in/petebusam/

Email: [email protected]

Connect with Carrie!

Website: https://www.managedsalespros.com/