The fourth? interview in our webcast series on The Channel’s Biggest Marketing Challenges? is with? ? Carol Meyers,? CMO at Rapid7.? Carol has? a wealth of experience and insights? on channel management, including branding, lead generation, sales support and partner management. We discuss channel partners challenges from the Supplier perspective, including best practices for partner enablement, channel account management, and developing? effective partnerships.
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.
Over the past several weeks, I’ve been interviewing channel marketing executives and managers about the challenges they face growing partner revenue. The interviews are the first step in an industry benchmarking survey we’re working on at SocialRep, in an effort to understand challenges and best practices in partner enablement, sales acceleration and performance management.
For businesses that rely on channel partners to promote and sell their products, marketing is rapidly becoming a critical strategic risk. The more technology migrates to the cloud, the more it disrupts old partner business models. Reliable partners who generated sales yesterday may not be the partners driving sales tomorrow, putting millions of dollars in channel revenue at risk.
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.