Channel Marketer Report

Channel Agencies

Partners See Marketing Advantage In Their Proximity To Customers

Partner organizations are increasingly taking the lead on marketing themselves and the brands they represent. That’s the observation of Dave Sutton, CEO at TopRight, a marketing consulting firm, who is witnessing partner organizations account for an increasing share of his business. “Five years ago, TopRight would have typically been engaged by the brand in order […]

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Zift Expands Strategic Alliance Program With New Partners In EMEA And The Channel Company

Zift Solutions, an enterprise channel management technology provider, is expanding its new strategic alliance program, the Zift Zone, into EMEA with the addition of bChannels, Blueprint CPQ, and LeadFabric. The Zift Zone is a marketplace connecting Zift customers to trusted and certified agencies, technology, and service providers, all of whom drive channel success. Zift also announced that The […]

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Preferred Agency Lists Help Partners Find Channel-Proficient Marketing Experts, Ensure Alignment/Compliance With Vendor Programs

A promising sign that partners are more eager to market themselves and the brands they represent is their increased engagement with marketing agencies referred by vendors. For example, at Sage, the business management solution provider, an agency-provided concierge service is being expanded by 50% to accommodate partner demand. “Our partners are telling us they want […]

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Zift Creates Strategic Partner Program To Offer Ecosystem Of Agencies, Applications, Services Providers

Zift Solutions, an enterprise channel management provider, has launched a new strategic partner program to connect its customers to an ecosystem of agencies, applications, and service providers. Current and new Zift Solutions customers will be able to choose from a menu of agency, technology, and service providers, such as AchieveUnite, Bombora, and Televerde, to enhance their channel programs […]

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Service-Led Approach Can Drive Partner Engagement With Channel Marketing Solutions

Partner engagement with brand-provided marketing platforms remains relatively low, according to a study conducted earlier this year by Forrester Consulting. Of the 50 different channel partners included in the study, only 12% use the through-channel marketing (TCM) platforms provided by vendors. More encouraging news is that 35% of the partners are piloting solutions. Another 20% […]

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BrandMuscle Seeks Growth Boosting Capabilities Of Holistic TCMA Solutions And Services

For BrandMuscle, an integrated local and channel marketing solution and services provider, Forrester’s 2018 report on the growth of both through-channel marketing automation (TCMA) technology and related services was good news indeed. Not only did Forrester predict that sales of TCMA solutions would climb to almost $1.18 billion by 2023, the research firm said that […]

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Channel-Expert Agencies Expected To Play Even Bigger Role In Partner Programs

Moderating a panel of channel-fluent marketing agency executives at the B2B Marketing Exchange conference in Scottsdale last month, Jay McBain, Forrester’s principal analyst – channels, partnerships and alliances, cited a single stat that clearly demonstrates the important role agencies play in channel programs. According to McBain, Forrester is predicting a 25% CAGR for channel marketing […]

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Expanded B2BMX Channel Track Topics Range from Impact of AI to Optimizing Channel Comms

The impact that AI is having on channel programs will be clearly explained at the B2B Marketing Exchange (B2BMX) conference in Scottsdale, AZ next week. Returning to the B2BMX podium, Laz Gonzalez, channel expert and chief strategy officer at Zift Solutions, will explore how AI, machine learning and propensity modeling can intersect with channel programs […]

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Pooling MDF From Multiple Vendors Helps Partners Make Bigger Splash

By combining allocations of several MDF programs into a single pool of marketing dollars, partners large and small are making more effective and efficient use of resources many companies often leave on the table. MRP, a marketing and sales agency, has successfully managed multi-vendor MDF programs for partner companies. Devon Day Wellbrock, senior vice president, […]

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Channel Sessions At B2B Marketing Exchange To Help Partner Marketers Chart New Program Road Maps

Channel marketing will be well-represented at the B2B Marketing Exchange (B2BMX) as the conference moves to a new venue, the Hyatt Regency Scottsdale, February 25 – 27. The channel marketing track, which was added to the conference last year, has been expanded to include eight sessions and a workshop. Laz Gonzalez, chief strategy officer, Zift Solutions, returns to […]

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