Channel Maven Blog
Seventy-five percent of today’s buyers conduct online research before engaging with a sales team and when they do, it’s because they already vetted their options and think they’ve found a good fit. In a sea of Solution Providers, how can Vendors ensure their Partners have the impactful digital footprint needed to attract these savvy customers?
Mobile-first is a big push for 2018 and with 51% of web visits coming in via mobile, there will likely never be a movement backwards. Google is also poised to fully roll out mobile-first indexing, keywords are now focused on the long tail rather than one word, and Alexa is literally a household name. And let’s not forget - a big warm welcome this year as we begin the era of RankBrain, Google’s machine learning, AI driven algorithm that’s course-correcting search results on the fly and turning SEO best practices on its head. It's a lot to keep up with!
Ever wonder if your Channel Partners are using social media effectively? It's a fair question these days as engagement strategies on social continue to shift. Social is designed to bombard but it can also be a great tool for making business connections and believe it or not, there are right and wrong ways to go about it. Use it effectively and social drives demand and leads. Use it incorrectly and risk being unseen and unheard in a sea of noise.
I’m not sure if you remember, but in 2014 (or so), Google made a significant statement regarding the evolution of mobile devices. They basically forced everyone to create mobile-friendly websites or risk losing page rank. Of course, as avid smartphone users, we appreciated this move. Our Channel Partners however – not so much. Back then many were just figuring out the do’s and don’ts of web pages and basic SEO. So, the idea of mobile-readiness, was added to the bottom of an already long list. Of course, about a year later, in late 2015, mobile devices officially replaced desktops/laptops as the preferred route to the Internet and mobile-first indexing was born.
From a Vendor perspective, every tool or tactic that engages and assists Channel Partners to sell or develop solutions around yours, is one day closer to them joining your top 20%. This includes content syndication offerings meant to make it easier for Partners to execute marketing tactics. Think blogs and social.
As we embark on another year in the evolving Channel, it’s time to look at how the latest Channel marketing trends can help Vendors and Partners drive demand. While everything from products and services to routes-to-market is rapidly shifting, we recommend Vendors pay special attention to three emerging strategies to stay top-of-mind with Partners in 2017:
Welcome to #CMCtv. In this episode we’re talking about Partner demand generation – a huge topic in the Channel right now and one we can help with.
Staying top-of-mind with Partners is… well… top-of-mind for every IT and Telecom Channel Vendor we’ve ever met. An event is obviously a great tool to accomplish that - as well as a fantastic opportunity to drive Channel Partner demand gen.
A guest blog from Jay McBain, CEO Channel Eyes
At Channel Maven Consulting, we don’t play favorites or push products and platforms. However, from time to time we do present Channel enablement tools that ease Channel sales and marketing. This week we welcome Jay McBain of ChannelEyes: