Welcome to the second episode of Channel Maven TV (#CMCtv). In this monthly series, Heather K. Margolis interviews channel executives and marketing experts working in and around the Channel. Topics are varied but all are geared towards helping Vendors enhance their channel marketing strategies.
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Channel Maven Consulting is growing and we’re looking for hard working, fun loving (while working or not), smart people to work in our Boulder, CO office. Below is a high level job description, does it fit you? If so we’d love to hear from you. Please send your resume and cover letter to email@example.com (more…)
Isn’t that just like us to start the year talking about channel marketing? 2016 looks promising for technology innovations, changes in marketing trends and opportunities for Vendors and Partners to drive more demand in the channel. We’re seeing more and more Vendors providing their Partners with channel marketing programs that fit their business not force them into a resource rut. Are your channel marketing programs ready? If not, we have some ideas to help jump-start your channel marketing tune-up in 2016.
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. (more…)
Knowing a Partner’s audience is necessary when helping them understand their prospects’ needs. 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. (more…)