Channel Marketer Report

ChannelViews

Winning the Battle for MSP and MSSP Attention

By Jeffrey Mesnik, president, ContentMX Traditional channel marketing models no longer work. In the past IT departments would install pipes, wires, computers, and storage to support a corporate infrastructure. CIOs would piece together the required infrastructure based on expert opinions from channel partners representing the OEMs. Thanks in some part to vendor consolidation, a CIO […]

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Five Questions Vendors Should Ask Partners About Their Channel Program

By Heather K. Margolis, founder, Channel Maven Consulting Thanks to the Internet, cloud adoption, and changes in buyer behavior, the Channel has slowly but steadily shifted towards selling outcomes versus products. With this comes a monumental shift in vendor-partner relationships whereby partners are self-selecting relationships with anywhere from 5 to 25 vendors at any given […]

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Driving Channel Success Through Increased Partner Engagement

By Veronica Brunwin, Relayware Chief Product Officer Top channel managers are acutely aware that the Pareto Principle (often called the “80/20 rule”) applies to channel partner productivity. It’s long been known that typically 80% of business is generated by 20% of channel partners. The most obvious effects of the 80/20 rule in a channel program […]

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2017 Content Preferences Survey Report from Demand Gen Report

Chances are your partners are requesting more short-form assets from your marketing team. According to insights shared in the 2017 Content Preferences Survey Report from CMR’s sister publication, Demand Gen Report, a growing number of B2B buyers are doing their product shopping homework by skimming what might be considered the CliffsNotes of marketing materials. Complaining […]

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Developing Video Campaigns: Best Practices to Boost ROI

By Khalid El Khatib, Gerson Lehrman Group (GLG) Even 15 years ago, combining video and marketing meant commercials. Doing them can be expensive, elaborate, and remarkably inefficient. As video moved far beyond the TV screen, it gave marketers new options to engage clients, employees, and others. This is especially important for B2B marketing, where traditional […]

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Yes, There Really Are Ways Of Evaluating Channel Incentive ROI

By Dan Hawtof, Blackhawk Engagement Solutions Channel marketers offer a constant variety of incentive programs to motivate behaviors across the board, from headquarter principals and sales reps to sales engineers, distributors and anyone else they can reach. They do it with SPIFs, deal registration programs, seed-unit discounts and more, all designed to reward for specific […]

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5 Ways To Use Predictive Analytics For Marketing And Sales Success

Written By Shari Johnston, Radius Predictive analytics is fast becoming a critical part of the marketing stack. In a survey that we commissioned with Forrester Consulting earlier this year, 87% of B2B marketing leaders said they had already implemented or were planning to implement predictive analytics in the coming 12 months. Benefits are also notable, […]

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How To React To The Changing Landscape Of Online Video Consumption

By Jason Thibeault, Limelight Networks Millennials are causing a clear shift in video consumption trends, and it’s time for marketers to adjust their online plans. Eighty-three million strong and growing, millennials represent more than one-quarter of the nation’s population, one-third of the workforce and a majority of the shift in video consumption trends, according to Pew […]

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Rethinking Channel Strategy For The Internet Of Things

By John DeSarbo, ZS This year’s IndyCar Series concluded when Scott Dixon captured his fourth championship with a spectacular come-from-behind victory over front-runner Juan Pablo Montoya in the series finale. Dixon, who was in third place until the final race, flawlessly executed a clever strategy to take advantage of his competitors’ mishaps and seize the […]

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Creativity Drives Demand For Channel Partners

By Heather K. Margolis, Channel Maven Consulting Creativity is a driving force at the beginning of every company’s journey to success. It doesn’t matter if you’re a channel partner, a college dropout founding a start-up from your garage or a seasoned executive. Regardless of size, sector or geography, hatching a creative idea is part of […]

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