Verizon finally announced their Software Defined Networking (SDN) roadmap yesterday, and while they may be playing catchup to AT&T on SDN,? it’s a shot across the bow for IT vendors as well as their channel marketing teams. In embracing SDN Verizon, like AT&T, has made it clear that they no longer view hardware as strategic, but as a commodity upon which they intend to build value for their customers.
Over the past several years, inbound channel marketing has grown to be one of the most influential approaches to modern marketing. Inbound marketing addresses a number of key challenges in marketing today, most notably the need to engage with customers in a more productive and sustainable way. ? Although inbound marketing has been growing by leaps ands bounds among both B2B and B2C businesses, it hasn’t yet taken hold in the channel, largely due to the challenges of scaling quality content for a distributed network of partners. Bits and pieces of inbound marketing have been adapted for the channel, such as social media syndication and content curation, but it’s high time for a true? Inbound Channel Marketing solution.
There’s a dangerous? undercurrent we see developing among channel? marketing organizations? trying to deal with the? confusing landscape of social media options? that can? best be called “Checking Off the Social Media Box.” Everyone knows social media is important, but it’s hard to pin down exactly where it adds the most value, so business objectives get over-simplified to reduce the confusion.