Posted by BBN Central on 23rd Apr 2024
Quality Over Quantity: A Strategic Content Investment
Welcome to the fourth instalment in our series of seven articles, each dedicated to exploring smart investment strategies for fearless
READ MOREPosted by BBN Central on 19th Oct 2021
Selling through partners and distributors is an oft-favoured model of growing the business. However, many companies struggle to determine and operationalise campaigns to keep those partners active and productive.
Relationships between channel partners, system integrators, and technology vendors are in chaos due to the rise of cloud, virtualisation, and software-defined everything. Tech vendors are marketing their offers directly to end customers, creating a channel conflict. Although larger system integrators, ISV, and channel partners can draw on vertical-specific business capabilities and their on-the-ground relationships for the enterprise market, their midmarket counterparts are becoming irrelevant as SaaS and IaaS go mainstream. Marketers from both vendors and channels face a monumental challenge to focus on a unique value proposition in this chaotic market. But still, partner marketing remains a neglected branch of B2B marketing initiatives despite being one of its most important. Here are five ways to energise partner marketing and enable partners to sell more effectively.
1. Remember – you are not their priority; their own business is their priority. 2. Simplify and make it easy for them to communicate your value propositions to the end customers 3. Create and constantly update an Onboarding Kit 4. Not just MDF – have a co-marketing strategy. 5. Listen to feedback and adapt. |
About the authorAnol Bhattacharya is CEO of GetIT and has over 20 years of experience with hi-tech and telco clients in the field of B2B marketing strategy and consulting. Anol is a regular columnist on the topic of B2B marketing in various print and online portals and has given keynote addresses, and been a panellist, at major marketing conferences across the APAC region.
|
Posted by BBN Central on 19th Oct 2021
1 email a month, EXCLUSIVE stories, and 10 minutes of your time.
Subscribe nowPosted by BBN Central on 23rd Apr 2024
Welcome to the fourth instalment in our series of seven articles, each dedicated to exploring smart investment strategies for fearless
READ MOREPosted by BBN Central on 12th Apr 2024
Welcome to the third instalment, focusing on smart investment strategies for fearless marketers aiming to win market share in the
READ MOREPosted by BBN Central on 5th Apr 2024
In B2B marketing, the compass that points businesses towards success is increasingly data-driven. Here at BBN, we've been keenly observing
READ MOREPosted by BBN Central on 29th Mar 2024
Since the introduction of Sora, OpenAI's text-to-video model, the worlds of AI and marketing have been abuzz. It's being called
READ MORE