In her session, A Roadmap for Driving Better Engagement and Fueling Marketing Performance with Partners, Chien will introduce a best-in-class methodology for driving greater engagement and performance with channel partners with an emphasis on uniting the elements that drive rapid revenue growth through partners.
Attendees will discover:
Gonzalez will review how the combination of three basic activities – to-, through- and for-channel marketing – contribute to partner revenue. Specifically, he’ll review why integration matters when delivering channel marketing programs and why functions, processes and platforms need to be integrated to realize a measurable return on their channel marketing investment.
During her presentation, Applying Personas and Message Maps to Optimize Channel Marketing, Spencer will explain how to implement persona research in your channel and what types of persona-based content will yield the greatest results for both recruiting and engaging your channel partners.
Finally, Gonzalez will moderate a panel discussion on a variety of channel marketing topic where leading practitioners at global brands will share their experiences and insights.
The channel track was added to the B2BMX agenda in response to the increasing share of B2B revenue that indirect sales organizations generate. As much as 65% to 75% of all B2B revenue can be attributed to channel teams, noted Andrew Gaffney, president and founder of G3 Communications, the organizer of the conference and publisher of Channel Marketer Report. “It’s imperative that all marketers have a better understanding of how to enable their partners to better engage their shared customers.”