As you ask your Partners to promote your business and solutions, they are looking to the Vendors who are also going to benefit their businesses. For many companies the concept of featuring business partners in blogs and sharing, liking and commenting on their social posts, across networks is a given. However, when Vendors participate in these activities by featuring Partners in blogs or sharing a Partner’s original content on social media, this typical business practice is suddenly viewed as Vendors playing favorites across their Partner ecosystem.
Channel Maven Blog
Thank you for watching another informative episode of Channel Maven TV (#CMCtv) and a big warm welcome to our guest, Joe Gabriel, Sr. Director Global Partner Marketing at Informatica. Joe and his team work with Informatica Partners to develop programs and campaigns that drive more leads and grow their Partners’ pipelines.
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!
You know as well as I do – today’s Partners work with multiple Vendors. They're highly focused on their company’s growth (not yours), wear tons of hats and have very little time, especially when it comes to communications they deem unimportant. Understandable, yes. But for Vendors, this can be frustrating considering the time and effort you've invested in increasing Partner engagement and motivating them to sell your solutions.
Today’s Partners finally realize the impact content marketing has on driving demand to generate leads. However, working with anywhere from 5-25 Vendors day-to-day, makes it very challenging to turn their focus away from their customer’s needs. Between stretched resources and competing priorities, the work involved for Partners to curate or create relevant and engaging content, ends up taking a back seat or falling by the wayside all together.
If you’re content strategy nerds (like us), you might agree, blogging to a Partner audience is fascinating. No, seriously, think about it.
There’s no shortage of arguments for and against paid vs. organic traffic. They both have advantages, associated costs, and expected outcomes (when done right). For Channel Partners considering PPC for their Channel Partner marketing strategy, it can be frustrating, time-consuming, and daunting to learn the nuances of PPC. However, if they execute a marketing strategy for PPC before fully understanding where to begin, it can be an enormous waste of money.
The Channel has shifted significantly in the past few years. Channel Partners are working with multiple Vendors; end-users are driving digital transformation, and customers want business outcomes instead of solutions. In addition, new IT channels are cropping up across the landscape as S-a-a-S and other as-a-service Vendors enter the market with always on, from anywhere, cloud-based platforms to address user pain points.
Welcome back to another episode of #CMCtv. In this episode, we discuss Internet of Things (IoT) and the impact IoT has on Partners and The Channel. Stephen DiFranco, Principal at IoT Advisory Group, joins Heather K. Margolis, CEO, and founder of Channel Maven Consulting, to lend his expertise on IoT and its relationship to The Channel.
As Twitter says, “You are what you Tweet.” Sad but true; more than one reputation has been built or destroyed in 140 characters or less.