Most IT businesses know Marketing Development Funds (MDF) exist, but far too many leave that money on the table. And I get it. When you’re juggling client work, product updates, and the day-to-day of running a business, figuring out how to navigate vendor programs can feel like another admin headache you don’t have time for.
But here’s the truth: MDF can be a powerful lever for growth if you know how to access it, spend it correctly, and claim it properly. That’s where most businesses run into trouble.
MDF: What It Actually Is (and Why It Matters)
MDF is marketing funding provided by vendors or distributors to help you promote their solutions. It’s designed to support things like digital campaigns, events, co-branded content, and solution showcases. Sounds great, right? The catch is that it’s not automatically handed out.
You need to apply, align your activities with their goals, track results, and submit a clear report with proof of execution. If you’re not doing it properly or you leave it too late, that funding disappears quickly.
Don’t DIY Your Way to Missed Opportunities
In my experience, the biggest issue isn’t that businesses aren’t trying. It’s that they’re trying to do it all themselves. And honestly, MDF isn’t something you want to DIY.
You need to:
- Understand what funding is actually available (most people know something is available but are not sure what)
- Plan campaigns that vendors are happy to approve
- Track and report in a way that meets the vendor’s expectations
- Have someone advocating for you to make sure your application is prioritised
Having the right partner by your side can make all the difference. Someone who knows the process, understands what vendors are looking for, and can help you avoid the usual pitfalls. At Inception, we help clients get MDF approved and working for their business every week.
Make It Count: How to Use MDF Strategically
If you’ve secured MDF (or you’re planning to), make sure you’re using it for campaigns that actually move the needle.
Focus on:
- Lead generation through co-branded webinars or gated content
- Solution showcases that demonstrate your expertise
- Content that’s clearly aligned with what the vendor wants to push, like Microsoft 365, Azure, or Dynamics
- And do it with reporting in mind from the beginning. If you can’t show results, you won’t get approved next time.
MDF Shouldn’t Be a Bonus
If you’re serious about growing your IT business, MDF shouldn’t be an afterthought. Build it into your marketing plan from the start. Look at where it can support go-to-market campaigns, align your messaging with vendor priorities, and get your documentation in order early. Let’s stop leaving MDF on the table.
And if you need help with any of that, we’ve got you.
Need help turning MDF into real pipeline?
At Inception Marketing, we help IT service providers plan, pitch, and execute MDF campaigns that get approved and deliver real results. Whether you need support with vendor alignment, campaign strategy, or reporting that gets your claims across the line, we’re here to help.