Socializing the Channel

12 Tips for Socializing the Channel

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.

marketing FOR cutomers

When Should You Stop Shooting at Customers?

inbound marketingHave you ever stopped to consider the terminology of marketing, and how it both reflects and affects the way we think about our relationship with customers? Marketing activities are organized as campaigns (often launched with advertising air cover) which focus on targets for the sales force to acquire. These terms are not only militaristic, they betray an attitude of control over customer and channel relationships that is an artifact of a bygone era. Businesses no longer control relationships the way they once did, and channel managers and marketers needs to adapt.

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. You do that by enabling partners to engage with the market, cultivating peer connections, collaborating with influencers and driving dialog with customers.

Read moreWhen Should You Stop Shooting at Customers?

Socializing the Marketing Channel

Socializing the Marketing Channel

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.

LinkedIn's Customer Engagement

LinkedIn Blows Customer Engagement. Again.

LinkedIn is the world’s largest social network for professionals. They’ve done a fantastic job of making themselves an essential part of business networking. Just about anyone who wants a job, or wants to connect with other professionals, has a LinkedIn account where they carefully curate their profile. LinkedIn has almost … Read more

Social Media ROI

What’s the ROI on Social Media ROI?

The most fundamental truth of ROI: It’s nearly impossible to measure for marketing, it’s the wrong place to start with social media, and it’s a virtual recipe for social marketing disaster.

Are Your Lead Generation Tactics Toxic

Are Your Lead Generation Tactics Toxic?

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.

How to Succeed with Social Selling

How to Succeed with Social Selling

Social Selling about nurturing a shared interest upon which a relationship can be built, not just pursuing your own interest in making quota this month.