{% set baseFontFamily = "Open Sans" %} /* Add the font family you wish to use. You may need to import it above. */

{% set headerFontFamily = "Open Sans" %} /* This affects only headers on the site. Add the font family you wish to use. You may need to import it above. */

{% set textColor = "#565656" %} /* This sets the universal color of dark text on the site */

{% set pageCenter = "1100px" %} /* This sets the width of the website */

{% set headerType = "fixed" %} /* To make this a fixed header, change the value to "fixed" - otherwise, set it to "static" */

{% set lightGreyColor = "#f7f7f7" %} /* This affects all grey background sections */

{% set baseFontWeight = "normal" %} /* More than likely, you will use one of these values (higher = bolder): 300, 400, 700, 900 */

{% set headerFontWeight = "normal" %} /* For Headers; More than likely, you will use one of these values (higher = bolder): 300, 400, 700, 900 */

{% set buttonRadius = '40px' %} /* "0" for square edges, "10px" for rounded edges, "40px" for pill shape; This will change all buttons */

After you have updated your stylesheet, make sure you turn this module off

Offline Marketing Tips for Data Center, Cloud Services, and Mission Critical Campaigns

Offline Marketing Tips for Data Center, Cloud Services, and Mission Critical CampaignsWith all the hype that every announcement from Google, Facebook, Instagram, Twitter, and LinkedIn gets, you’d think there’s not much hope for offline marketing -- especially when it comes to campaigns for data center, cloud services, and mission critical kinds of businesses.

But don’t count offline marketing out quite yet -- even among tech-savvy buyers. Here are four tips to improve your results:

  1. Track offline marketing --  If you can't measure it, find another way to invest your marketing budget. In the digital-first world that we live in, there is absolutely no excuse to spend money on campaigns that can't be measured and compared against each other for the bottom line, return on investment impact. Just like an inbound campaign, every offline campaign needs SMART goals (specific, measurable, attainable, relevant, and timebound).
  2. Think ROI all the time --  Regardless of whether you measure your revenue in a CRM system with closed-won outcomes, accounting software, or an e-commerce system, all of your offline marketing campaigns must feed into your centralized database for segmenting and nurturing leads. With closed loop returning, you can and must tie specific offline marketing campaigns to specific new client wins This is critical for determining your return on investment (ROI) -- and understanding your true cost of client acquisition (COCA) as it compares to your average client lifetime value (LTV).
  3. Pursue speaking opportunities -- While your website can and should be a very valuable way to attract, convert, and nurture potential speaking opportunities, inevitably some offline marketing -- such as direct mail, networking events, and if you must: cold calling -- can generate leads and sales opportunities for both paid and unpaid speaking opportunities. Treat each speaking opportunity as a separate campaign with its own SMART goals. This way you can measure the time and money expended to deliver your presentation and compare it to the leads, sales opportunities, and revenue generated in other ways.
  4. Host public events and parties -- The #1 mistake data center, cloud services, and mission critical companies make when hosting events/parties: they forget all of the best practices they use to make their digital marketing accountable and fail to apply that same discipline to their event planning. Buyer personas, lifecycle stages, and SMART goals must all be part of planning successful offline events.

What have you found to be most important when planning offline marketing campaigns related to data center, cloud services, or mission critical campaigns? Let us know in the Comments below.

And if you want to be the first to know about new reports, events, podcasts, and blog posts like this, subscribe to the Data Center Sales & Marketing (DCSMI) Update Newsletter.

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Topics: Cloud Service Provider CSP, Data Center Colocation, Inbound Marketing, B2B Digital Marketing Strategy

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