It’s not that marketing has become a conversation more than a pitch, or that companies no longer control their brand message, or that customers trust peers more than manufacturers. All of that is true. But there’s something more fundamental.
This webcast interview with Sridhar Ramanathan focuses on the disruption of cloud migration and how it's impacting channel revenue strategy from incentives to pipeline metrics for measuring channel partner performance.
In our first webcast of the Channel Marketing series we discuss how to predict which of your partners will help you succeed, and which will hold you back as the market shifts towards everything as a service.
Social media is a significant opportunity for the channel, because it provides a way to attract and empower partners with a new marketing capability, the activity of social marketing can significantly amplify the company's reach, and the inherent engagement involved in socializing the channel supports better relationships between the company and it's channel partners.
One of the attractive aspects of social media and inbound marketing is that there are many ways to apply Agile concepts. You don't need to launch a comprehensive, multi-channel campaign and splash your brand and thought leadership across every network.
The new world of channel marketing is inbound over outbound—instead of putting a target on the backs of customers for partner sales team to hunt, you help partners attract customers with relevant content that addresses their interests and needs.
Inbound Channel Marketing brings together content marketing, lead generation and social selling in a cloud-based system that helps channel managers modernize, organize and streamline their channel marketing efforts.
When we say "Socializing the Channel" we mean a deliberate process of elevating your channel marketing approach from managing many 1-to-1 relationships between you and your partners to managing a digital community in which you and your partners are all contributing members.
The focus now should be on the strategy for how to leverage content to drive the right conversations with partners and customers at each stage of the relationship. Here's how to figure out the ROI on content and the fundamentals of good publishing.
Getting your partners to spread the word about your company is a critical success factor for channel marketing organizations. But you really need to ask yourself: do you honestly want partners that don’t want to make any kind of effort beyond being a sock puppet?
There are a lot of possible roles a company can fill, but the important point is to distill it down to the value you bring to the community by participating, beyond just the value of the products you sell.
Inbound Channel Marketing, the process of enabling partners to engage customers with timely and targeted content to attract incoming leads, is a perfect solution to gain that visibility and use sales incentives to build a more agile and effective channel partner community.
It’s time to draw a dividing line between companies that are doing something productive to move their channel marketing forward, and companies that just talk about it, or dabble in trendy campaigns and call it innovation.
My post blasting LinkedIn last week was a long time in coming. I've been working with clients for several years, strongly advocating LinkedIn as a powerful tool for engaging customers and prospects. But time after time, I've watched marketers get burned by poor planning, poor communication, and poor decision-making at LinkedIn.
It makes sense for CRM heavy-weights to continue the migration of marketing applications and infrastructure to the cloud, but the real challenge is actual customer engagement. The battlefield is not your CRM system, it's the platforms and networks where customers are already engaging
Successful social marketers offer links to objective content that is relevant to their customers, they offer their own insights on articles they read and share with the community, and they respond to the discussions that are driving engagement without relying on automatic responders.
The key to enabling your partners for social marketing is to provide a stream of relevant content that makes it easy for partners to select, personalize and share in a way that helps them authentically build their own voice and brand.
Visibility into partner performance means seeing how partners are marketing, what kinds of reaction they're getting, what kind of market influence they can generate, and what quality of leads they can produce.
Lead gen consumes billions of dollars in marketing budgets, including technology and human capital. And yet, a typical campaign can ring up a 99% failure rate and still be called a success. Many companies don't even act on 95% of the leads they do generate.
If you're looking for new ideas this year or want to practice spotting trends, try crashing conference exhibit halls. Swimming in raw data is often better at sparking inspiration than any packaged presentation.
Like so many aspects of our economic system, marketing as a corporate function is facing significant disruption. Competition is growing globally, conversion rates are dropping, technology is increasingly complex, customers
social-media-challenges-power-pentagon] For the past several months, a high stakes battle has been playing out online between military and cvilian interests over information about the executon of the Afghan war. A