Although the majority of channel partners disappoint brands they represent by taking a pass on many of the marketing support programs offered to them, participation in social media amplification appears to be on the rise.
Ongoing shifts in buyer behavior and rapid developments in technology are not only having an impact on direct marketing initiatives — they are also affecting the role of indirect channel partners in the B2B marketplace.
To ensure that established or new indirect sales programs can help vendors distance themselves from the competition, it is imperative that companies provide the support and incentives necessary to enable and encourage partners to become more effective marketers. Enabling partners to play a bigger role in marketing their own brands, as well as those of the vendors they represent, was a common theme in the presentations made during ChannelWeek, a week-long webinar series hosted by Demand Gen Report and its sister publication, Channel Marketer Report (CMR).
As companies strive to drive more revenue through channel organizations, corporate demand gen teams may find their to-do lists are growing. During ChannelWeek, a brand new webcast series hosted by Demand Gen Report and our sister publication, Channel Marketer Report, Harbinder Khera, Founder and CEO of Mindmatrix, will discuss how corporate marketers can lighten their load and still implement highly effective channel marketing programs.
Considering the news reports about investments companies are making in their indirect sales programs, the timing of ChannelWeek, a week-long webinar series providing insights on proven best practices in channel marketing and the tools and technologies that enable them, couldn’t be better.
Demand Gen Report (DGR) and our sister publication, Channel Marketer Report (CMR), created ChannelWeek — The Indirect Imperative: An Inside Look At Why & How B2B Brands Are Mastering Channel Partner Marketing, in response to a number of indicators that a broader audience of demand gen professionals wanted to sharpen their channel marketing skills.
With as much as 70% of all world trade being sold though indirect channels, B2B companies are working hard to launch channel programs or enhance those already in place.
When ARO, the fluid management division of Ingersoll Rand, implemented a new partner relationship management (PRM) solution to support its channel ecosystem, a delighted partner called the company’s partner platform “the holy grail. No other manufacturer we carry is doing this,” they said.
Making a case for an investment in channel marketing programs remains an issue at many companies, even at businesses that generate a significant share of revenue through partners. Getting reliable insight into channel marketing ROI can be difficult. And oft-repeated complaints about low levels of partner engagement – for example, the amount of MDF that goes unspent is often cited – can make senior management ask “why bother,” when more channel marketing is requested.
With so many of us counting on Alexa, Siri and Google Home to listen vigilantly to everything we say, it’s interesting that many marketers don’t make an extra effort to hear what their business partners or customers need or want.