Channel Marketer Report

Marketing Planning

Cisco Enhances Marketing Velocity Program To Follow B2B Buyers’ Digital Journey

For any channel marketer trying to compete with Cisco’s Marketing Velocity program, the IT, networking and cybersecurity solutions provider isn’t making it easy. In addition to connecting and integrating the components of Marketing Velocity, its best-in-class channel program under one offering, the company added a new co-marketing service that supports insight-driven joint planning to enable […]

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ChannelWeek On-Demand: Choose, Engage And Enable Partners With More Precision

A more selective approach to recruiting and engaging channel partners was a key message shared by presenters during ChannelWeek, an online event hosted before the Labor Day holiday by Channel Marketer Report and its sister publication, Demand Gen Report. To more effectively address increasingly demanding B2B buyers, especially those in business units, vendors should be […]

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Calling All Channel Champions: It’s Time To Get Your ABM On!

By Latane Conant, 6sense Any successful company knows that one of its most valuable relationships is with its channel partners. In fact, 75% of B2B sales will be done through some type of channel, so it’s a huge revenue-generating opportunity for many of us. We know our channel partners are an extension of our sales team, but because […]

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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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Survey Finds B2B Buyers Willing To Engage With Sales Reps Sooner In Shopping Process

Indirect sales reps may have an opportunity to engage with customers earlier in their buyer’s journey. According to the 2019 B2B Buyers Survey Report, a growing number of buyers are raising their hands earlier in the shopping process, seeing more value in bringing in sales reps to facilitate the journey. The data collected by Demand […]

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Channel Partners Seek To Be Better Marketers Of Their Own Brands & Vendors Too

Compelling partners to play a bigger role in lead generation may be a lighter lift for channel leaders. According to several surveys and reports released earlier this year, channel partners are making a greater effort to learn marketing basics, engaging with vendor through-channel marketing automation tools and services, and even making their own investments in […]

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Forrester Taps Partner-Based Marketing As New Strategy To Serve Business-Unit Buyers

To ensure that increasingly demanding business-unit buyers are being serviced by partners that truly understand their needs, channel leaders should apply significantly more discipline to their partner recruitment and selection practices. In a new report, Partner-Based Marketing Accelerates Elusive Shadow Channel Engagement. Forrester’s Steven Casey, Principal Analyst, and Jay McBain, Principal Analyst – Channels, Partnerships […]

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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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CMR Names Leading Channel Practitioners, Industry Experts To Advisory Board

Channel Marketer Report (CMR) has assembled an editorial advisory board to help identify and understand the topics and trends most important to modern channel professionals. The quickening evolution of channel models, the expansion of partner ecosystems, and the ongoing development of robust channel management technologies has created a demand for sharper and more experienced insights […]

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At Sage, Teaching Partners To Reel In Their Own Leads Gets Priority Status

At Sage, the business management solution provider, helping its partners drive more of their own pipeline is a top priority for 2019. Offering an expanded marketing program on a robust infrastructure, Sage is striving to help its partners “drive customers through the journey of selecting, considering and deciding what new technology they should bring into […]

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