Tag: Channel

Five Channel Partner Enablement Trends for 2016

With cloud migration and softening economic growth, the channel partner landscape remains under pressure. Some partners are positioning to thrive; others are struggling to survive.

What Partners Want from Channel Marketing Enablement

In this Webcast, we discuss channel challenges from the VAR and Integrator perspective, including best practices for channel marketing enablement and for partners adjusting to cloud disruption.

Verizon Just Served a Wake-Up Call to the Channel

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.

Introducing Inbound Channel Marketing

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.

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.

Does Your Job Depend on Social Media Results?

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.

Social Media at the Crossroads of Sustainable Capitalism

The driver for business adoption of social media, through collection of online data, is vacillating between the imperative to double down on predatory behavior or to pursue sustainability by connecting more meaningfully with customers.