Keeping Up With Video Marketing Trends

Posted by Kellie Auman on Apr 4, 2017 9:40:00 AM

Current trends in online content marketing all point in one direction: VISUAL.  Among visual content, video has become an increasingly popular form of outreach for businesses targeting consumers at any level, even executives.  In fact, top level executives have become some of the biggest consumers of video marketing materials.

As a vendor, you’re in a great position to produce video content.  In many cases your sales partners will lack the budget, time, or talent to create effective videos themselves, so creating video marketing applications that your partners can leverage will help drive sales and increase your overall value to them.

Topics: Channel Marketing Strategy, content marketing, content creation, video marketing

Out With The Old: Moving Beyond Outdated Channel Marketing

Posted by Seth Jacobsen on Oct 20, 2016 11:10:00 AM

As channel marketing evolves at an increasingly rapid pace, one underlying truth remains:  The sales organizations that remain agile and stay on top of shifts in marketing are going to reap the most rewards.  Those who are unable to adapt, and continue using 20th Century methods, are going to find themselves falling further behind.  This is every bit as true for SMB as it is for global enterprises.

There has never been a more dynamic time in the history of marketing, with more opportunities for companies to adapt and stand out from the competition.

One of the key factors, therefore, is just being able to recognize when older methods are no longer working as they should.  In the next few blogs, we're going to look at some of these changes, and what steps your organization can take to adapt in time and embrace the future.

Topics: Inbound Marketing, Channel Marketing Strategy, channel marketing

Collaborative Channel Partner Marketing

Posted by Seth Jacobsen on Aug 4, 2016 11:40:00 AM

If it seems like we talk a lot about inbound marketing on this blog, it's simply because it's that important. The days where vendors can sit back and let their channel partners handle all the heavy lifting are long gone. Or, at least, those who continue to use the old tactics are greatly disadvantaged in a new world of changing buyer behavior. 

Further, being able to effectively contribute to channel partner marketing is a great way to boost partner engagement. Just about anything you can do to help them boost sales will make them more enthusiastic about working with you. It's also a great recruitment argument when looking to differentiate yourself from other vendors in your field.

So let's look at a few more ways you can get involved in channel partner marketing and help ensure better sales across the board.

Topics: Scale Your Channel, Inbound Marketing, Channel Marketing Strategy

3 Questions B2B Sales and Marketing Leaders Should Be Asking Themselves Today

Posted by John Panaccione on May 6, 2016 1:30:00 PM

There’s a lot of buzz going around about how changes in buying habits are forcing changes in selling habits. It’s a pretty basic concept and it goes like this: as consumers, whenever we make a major purchase, most of us start by Googling it.  We learn about what options are out there – we do our own research.  We narrow the field of choices for where to buy – the local store if we want it right now, Amazon, or a favorite retailer online. 

So when we get asked to solve a problem at work, we do the same thing.  Why not?  For millennials, there is no “change” in behavior – that’s the way it’s always been for them.  Us older folks have a bunch of “I remember when…” stories.  “I remember when you had to go to a store to rent a movie.”  “I remember it was cool to have a calling card so I could use any pay phone to call anyone.”  If you’re over 30, it’s a change in buying behavior.  If not, that’s the way it’s always been.  You don’t have as many “I remember when” stories.  Sorry. 

Topics: Build Your Channel, Ease of Doing Business, Partner Collaboration, channel management, Channel Marketing Strategy

Agile Marketing: Inbound Marketing Changes the Game!

Posted by John Panaccione on Apr 28, 2016 1:10:00 PM

There are two things I’ve learned being a practitioner of inbound marketing for the last five years. First, it makes a big difference whether your marketing message is focused on satisfying a transactional need, or whether you are tending to the latent needs of your end customer through education. Second, inbound marketing – unlike traditional outbound marketing – introduces the unique ability to employ what I call an “agile marketing” strategy.

This requires actively listening to the data you can draw from your leads, creating a message that differentiates you from your competition, and making sure your products and services match their needs. The more latent your customer’s needs, the more you can benefit from agile marketing.

Topics: Build Your Channel, Ease of Doing Business, PRM Best Practice, Channel Software, Partner Collaboration, channel management, Channel Marketing Strategy

Why You Need a Channel Strategy Before Selecting a Partner Portal

Posted by Seth Jacobsen on Dec 8, 2015 11:30:00 AM

Effective management of an indirect sales channel can pay big dividends, both at the start and over the long haul. And in most cases, Partner Relationship Management (PRM) systems provide a channel manager with the best technology to support, monitor, and train channel partners for continued success. Every company has its own unique requirements and characteristics, however, so careful planning is critical before considering a PRM technology implementation.

Topics: Build Your Channel, PRM Best Practice, Channel Marketing Strategy

What Does It Really Mean to Be “Easy to Do Business With?”

Posted by Paul Tobin on Dec 2, 2015 3:30:00 PM

You hear it everywhere these days. Companies proclaiming that they want to be “easy to do business" with their channel partners. Who can blame them? There’s not much future for a company that’s difficult to do business with. Yet, most companies are. Especially when supporting their indirect sales channel.

Topics: prm, PRM Best Practices, channel partner collaboration, Partner Portal, channel management software, PRM Best Practice, Lead Registration, lead management, Channel Software, channel management, Channel Partner Onboarding, Channel Conflict, Channel Marketing Strategy, New Product Introductions, Channel Sales Productivity, channel manager, channel partners, channel partner engagement, indirect sales, Channel Partner Certification, Increase Channel Sales

9 Industry Trends Impacting Partner Relationship Management | Part III

Posted by Seth Jacobsen on Oct 2, 2015 10:00:00 AM

Today we offer the conclusion to our three-part blog series discussing industry trends that need to be taken into consideration for supporting your indirect sales channel. We see Partner Relationship Management (PRM) as a way of thinking with technology as a critical component to enabling a successful channel program. Part of that philosophy is understanding the dynamics of you partner ecosystem and how the evolution of your business is supported by systems and processes that can grow with you over time.

Topics: Build Your Channel, Ease of Doing Business, PRM in the cloud, channel management, Understanding PRM, Channel Marketing Strategy

9 Industry Trends Impacting Partner Relationship Management | Part II

Posted by Seth Jacobsen on Sep 11, 2015 7:30:00 AM

Last week we posted the first in a 3-part blog series that highlighted some of the dominant trends currently impacting Partner Relationship Management (PRM).

Today we continue that discussion by focusing on three more areas that are top of mind for any company looking to support a network of indirect channel partners.

Topics: Build Your Channel, Ease of Doing Business, PRM in the cloud, channel management, Understanding PRM, Channel Marketing Strategy

9 Industry Trends Impacting Partner Relationship Management | Part I

Posted by Seth Jacobsen on Sep 10, 2015 7:30:00 AM

Managing channel partners in today’s highly fluid environment is an “accelerating” challenge. The internet has expanded the need for better, more frequently updated information and has heightened the competitive challenges that all businesses face throughout the entire value chain of the company—including suppliers, dealers and customers. Technology is compressing these distinct entities into a single ecosystem or business community that must be managed together to optimize a company’s performance.

Topics: Build Your Channel, Ease of Doing Business, PRM in the cloud, channel management, Understanding PRM, Channel Marketing Strategy

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