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Long-Tail Partners: Why Channel Executives Are Learning to Love Them Just the Way They Are

Long-Tail Partners: Why Channel Executives Are Learning to Love Them Just the Way They Are

Barely a month into 2018, Jay McBain, Forresters’ Principal Analyst, Global Channels, predicted that vendors would rethink their long-tail partner strategies this year and become more comfortable with the casual but generally profitable relationships they have with them. Rather than try to …

B2B Decision Makers Want More Content That Addresses Their Needs, Less Info on Product/Solution Features

B2B Decision Makers Want More Content That Addresses Their Needs, Less Info on Product/Solution Features

B2B buyers are becoming a little more self-centered about the content they want to consider. According to Demand Gen Report’s 2018 Content Preferences Survey, almost nine out of ten decision makers agreed that marketers should prioritize messages about the value they bring to their customers’ …

ChannelChat: Influitive’s Mark Organ Sees Rise of Partner Communities on Advocacy Platforms

ChannelChat: Influitive’s Mark Organ Sees Rise of Partner Communities on Advocacy Platforms

When Mark Organ, CEO and founder of Influitive, launched an advocacy platform that enabled companies to put their customers at the heart of their marketing programs, promoting it to businesses that relied heavily on indirect sales teams was a not a priority. But since the company was launched …

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