Channel partners are a diverse group. While many share challenges, like needing to improve their marketing, driving more demand, and wanting support from Vendors to grow their businesses, some have challenges not common across the entire Partner landscape like marketing to a particular industry or region. Segmenting Partner challenges in order to engage the entire Partner ecosystem can be tricky but it’s an important and often overlooked component of successful channel programs and its's necessary in order to grow your channel. Let’s look at three key concepts to get started.
Channel Maven Blog
Knowing a Partner’s audience is necessary when you want to help Channel Partners prospect. It’s also valuable during demand generation activities. In B2C, segmenting buyers by demographic like gender, age, and geography is simple. Not so in B2B where we must consider multiple personas like the individual and influencers, their job roles and the organization as a whole plus how they fit into targeted industries. While some factors may overlap it’s not always the case and with a little online research, Partners can learn to understand what to look for, why this information is important and how to apply it to their sales processes.
Welcome to the first episode of Channel Maven TV! In this monthly series, Heather K. Margolis will interview Channel Executives and marketing experts working in the Channel.
A big welcome and thank-you to our first guest, Steven Kellam. (At the time of filming, Steven had not yet been named President, of CCI.) Congratulations, Steven on your new role!
Businesses with blogs get 67% more traffic than those without and marketers who prioritize blogging are 3x more likely to see a positive ROI. That said, the right content strategy is what engages Partners, establishes thought leadership, builds trust, drives SEO, and generates leads.
It’s budget time again and your mind is no doubt running through the laundry list of must-haves for a solid 2016 channel marketing strategy. From Partner portal UX to marketing automation and MDF management, there’s a lot to consider. But before solidifying plans, think about how channel support vendors help reach goals and drive more demand through your Channel.
In the last six months, the Channel Maven team has had at least a dozen conversations where a company is being acquired, acquiring another organization or being divested/split. At least three of those conversations were the latter and all this shifting has us thinking, how do you keep your Channel calm and engaged during times of turmoil?
Every once in awhile Channel Maven opens the blog up to some of our channel expert friends. Anyone who has been in channel marketing knows Lang Tibbils as an innovator, a motivator and a channel marketing guru. In this blog, Lang shares his insights into the importance of storytelling in the channel and gives three worthy strategy ideas to help you get started.
Those of you in the Northeast might find this hard to believe, but spring is right around the corner and with spring comes spring cleaning. No, no, not your closet, your garden and your garage…your Partner program.
We know that at the end of the day a Channel Program or Channel Marketing Program’s success can be defined through its project manager. Channel Marketing project management isn’t everyone’s forte, but it is a crucial component for successful programs. No time to take a project management course? No problem – we’ll outline five steps we make sure to include on each of our projects.