Top Channel Partner Marketing Trends to Watch for in 2016

Posted by & filed under Channel Marketing, Demand Generation, Messaging Strategy.

  Channel marketing has emerged as a vital B2B marketing strategy. Those companies effectively employing this tactic have seen increased flexibility and attractiveness to a wider scope of partners – naturally resulting in greater profits. However, channel marketing can be quite challenging to those not versed in the process. Also, larger organizations will typically have… Read more »

Why Channel Marketers Need a Seat at the Creative Table

Posted by & filed under Channel Marketing, Marketing Management, Marketing Planning, Marketing Tactics.

  Guest Blogger Contribution by Cameron Avery at Elastic Grid. Get your channel marketing team involved in the campaign creation process to get more partners on board. Recently, when I attended a roundtable summit, the topic of campaign creation came up. Specifically, the creation of assets to be leveraged on marketing platforms to drive top of… Read more »

How to Build a Successful Channel Partner Program

Posted by & filed under Channel Marketing, Demand Generation, Lead Generation.

The term ‘channel partner program’ is often met with confusion or misunderstanding. What does that really mean and how does an organization create a channel partner program that really works? A channel partner program is a business strategy that vendors use to encourage value-added resellers, managed service providers, consultants, system integrators, equipment manufacturers, or independent… Read more »

Measuring Success in Channel Marketing Programs

Posted by & filed under Channel Marketing, Demand Generation, Lead Generation, Marketing Management, Marketing Plan.

  Channel marketing involves many moving parts. Taking a product from materials and manufacturing to distribution and sales involves numerous teams and steps. In addition, there are many companies partnering to form beneficial marketing channels, empowered to make deals and ultimately, sales on behalf of your company. As a result, it can be understandably difficult… Read more »

10 Ways to Evaluate Channel Marketing Management (CMM) Platforms

Posted by & filed under Channel Marketing, Content Marketing, Demand Generation, Integrated Marketing, Lead Generation, Marketing Automation, Marketing Plan, Marketing Planning.

    Effective channel marketing management (CMM) requires channel teams to have a dedicated program and methodology designed to deliver campaign materials and programs to partners.  But it doesn’t stop there.  It also needs to foster a collaborative relationship with your partners to encourage and support joint lead generation and sales efforts. To accomplish this, channel teams need a robust and comprehensive… Read more »

Demand Generation Challenges: Making the Most of Your Channel Programs

Posted by & filed under Channel Marketing, Demand Generation, Marketing Management, Marketing Plan, Marketing Planning, Marketing Tactics.

  Generating demand for your products or services requires a multi-pronged approach. You must first raise awareness and recognition of your brand, which can be supported with an increase in marketing tactics. Ultimately, with repeat business and further exposure, your sales should improve quite noticeably. This all helps to shape a self-perpetuating cycle of expansion…. Read more »

Five Trends to Watch in B2B Channel Marketing

Posted by & filed under Buyer Personas, Channel Marketing, Content Marketing, Demand Generation, Marketing Automation.

  B2B channel marketing definitely has my attention these days. Just like marketing automation changed the way B2B marketers think and act, we are seeing a similar trend in channel marketing with the introduction of the channel marketing platform. If you’re not familiar with it, it’s essentially an infrastructure that channel teams are investing in… Read more »