With the virtual event market predicted to reach $4 billion over the next five years, our ability to engage Channel Partners through online events is more powerful than ever. Of course, the time and resources required to successfully plan and execute virtual events do not come without challenges. Working with Vendors daily, the major hurdles we discuss center around delivery tactics and low attendance.
With the event season upon us, I’d like to share a few best practices we employ when working with Vendors to engage Channel Partners via online events: (more…)
In a perfect, inbound world where demand is auto generated and leads are lining up at your virtual door, marketing and sales are 100% aligned. However, with a historic “love-hate” relationship between the two, achieving this utopia is no small feat for any sized partner organization especially those working with 5 – 25 Vendors at any given time.
At ChannelCon 2017, I had the pleasure of speaking alongside Larry Walsh, CEO of The 2112 Group on why integrating sales and marketing for inbound demand generation is critical for driving more revenue through The Channel:
While we talk an awful lot about email-type communications being overwhelming and bombarding, we are huge fans of newsletters. They are a great way to aggregate a lot of information and cut down on multiple emails.
They also enable you to relay important information to Channel Partners regarding your solutions, program, resources and other offerings. Unfortunately, they are losing effectiveness as Partners are now working with anywhere from 5 – 25 Vendors which means as many newsletters. In those cases, the volume of incoming information from co-workers, Vendors, customers, prospects, solicitors, and others can be overwhelming. I don’t know about you but I don’t read a newsletter if the rest of my inbox is out of control unless there is something incredibly useful in it.
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.