Channel Marketing To Get Spotlight at B2BMX Conference

Maria Chien, Service Director of Channel Marketing Strategies for SiriusDecisions, will kick off the new channel track at the B2B Marketing Exchange in Scottsdale, AZ, February 19-20,

The channel track will also feature presentations by Laz Gonzalez, Chief Strategy Officer at Zift Solutions, the track’s sponsor, and Jen Spencer, VP of  Sales and Marketing at SmartBug Media.

Maria Chien

In her session, A Roadmap for Driving Better Engagement and Fueling Marketing Performance with Partners, Chien will introduce a best-in-class methodology for driving greater engagement and performance with channel partners with an emphasis on uniting the elements that drive rapid revenue growth through partners.

Attendees will discover:

  • How best-in-class organizations optimize marketing to and through partners
  • How to combine enablement activities and demand creation offers to drive program adoption and increased ROI for suppliers and partners
  • How to optimize a framework for scalable demand programs, digital marketing transformation, account-based marketing programs, net-new acquisition and upsell/cross-sell programs to drive channel growth

To-, Through- and For-Channel Marketing

Laz Gonzalez, Chief Strategy Officer at Zift Solutions

Laz Gonzalez

Gonzalez will review how the combination of three basic activities – to-, through- and for-channel marketing – contribute to partner revenue. Specifically, he’ll review why integration matters when delivering channel marketing programs and why functions, processes and platforms need to be integrated to realize a measurable return on their channel marketing investment.

During her presentation, Applying Personas and Message Maps to Optimize Channel Marketing, Spencer will explain how to implement persona research in your channel and what types of persona-based content will yield the greatest results for both recruiting and engaging your channel partners.

Finally, Gonzalez will moderate a panel discussion on a variety of channel marketing topic where leading practitioners at global brands will share their experiences and insights.

Jen Spencer

The channel track was added to the B2BMX agenda in response to the increasing share of B2B revenue that indirect sales organizations generate. As much as 65% to 75% of all B2B revenue can be attributed to channel teams, noted Andrew Gaffney, president and founder of G3 Communications, the organizer of the conference and publisher of Channel Marketer Report. “It’s imperative that all marketers have a better understanding of how to enable their partners to better engage their shared customers.”

B2BMX was cited in Forbes as one the marketing conference to check out in 2018. More information about the conference and how to register can be found here.