Channel Marketer Report


Channel Sessions At B2B Marketing Exchange To Help Partner Marketers Chart New Program Road Maps

Channel marketing will be well-represented at the B2B Marketing Exchange (B2BMX) as the conference moves to a new venue, the Hyatt Regency Scottsdale, February 25 – 27. The channel marketing track, which was added to the conference last year, has been expanded to include eight sessions and a workshop.

Laz Gonzalez, Chief Strategy Officer at Zift Solutions

Laz Gonzalez, Chief Strategy Officer, Zift Solutions

Laz Gonzalez, chief strategy officer, Zift Solutions, returns to B2BMX with a presentation on the role that artificial intelligence is playing in channel programs. Gonzalez will also be moderating a panel discussion with leading channel practioners on optimizing partner engagement.

Heather Margolis, CEO at Channel Maven Consulting, will examine how channel marketers can optimize partner communication to differentiate their programs from those of other vendors.

And Liz Cope, director, marketing technology and operations at Ingersoll Rand, will offer insights on how companies can map their journey to channel transformation.

MDF/BDF Workshop

On the opening day of the conference, Terry Heddon, CEO of Marketopia, and Andra Heddon, CMO, will co-lead a workshop on best practices to optimize channel MDF/BDF spend.

Maria Chien, service director, channel marketing strategies at SiriusDecisions, returns to B2BMX to discuss how companies can get on the path to best-in-class channel marketing programs.

Heather Margolis, CEO, Channel Maven Consulting

During her session, Chien will address some of the key issues that will have a direct impact on the future of channel marketing programs and how to build a detailed roadmap.

Jay McBain, Forrester’s principal analyst – global channels, makes his debut at B2BMX with his presentation, Through-Channel Marketing: How New Tools And Services Will Accelerate Partner ProgramsForrester has reported extensively this year on the growing demand for through-channel marketing automation and partner relationship management solutions. It recently provided a comprehensive overview of all channel program technology.

During his session, McBain will review how strategic investments channel technology and services will be critical to engaging partner participation in demand generation campaigns.

Rounding out the expanded channel track are two panel discussions. During one of them, channel marketing leaders will share insights into how they are encouraging and enabling their channel partners to amplify mutually beneficial social media messages.

The New Role For Agencies

In another session, panelists will discuss how the definition of “full-service” marketing agency is encompassing a broader set of activities that support channel marketing programs. In addition to helping their clients create channel focused content and campaigns, a growing number of marketing agencies are actually implementing the programs on behalf of the partners.

During this panel discussion, marketing agency executives will discuss how they identify, create, and deliver the variety of services their clients need to implement successful channel programs.

In addition to the channel-focused sessions, B2BMX features an all-star line-up of demand gen professionals sharing their insights during 70-plus presentations.

Author and marketing powerhouse David Meerman Scott is the featured keynote speaker. Meerman will share details on his new book, focused on the neuroscience of fandom. During his presentation, he’ll discuss real-life examples of how brands are building passionate fans of their products, services and ideas.

Registration for B2BMX is open.