Channel Marketer Report


Expanded B2BMX Channel Track Topics Range from Impact of AI to Optimizing Channel Comms

The impact that AI is having on channel programs will be clearly explained at the B2B Marketing Exchange (B2BMX) conference in Scottsdale, AZ next week. Returning to the B2BMX podium, Laz Gonzalez, channel expert and chief strategy officer at Zift Solutions, will explore how AI, machine learning and propensity modeling can intersect with channel programs to improve visibility and results.

“While everyone is talking about artificial intelligence, few understand how AI applies to B2B channels,” said Gonzalez. “I look forward to sharing the key areas where channel organizations can apply AI, machine learning and propensity modeling to optimize partner planning, onboarding, demand creation and more.”

Gonzalez’ presentation, Getting Smart About Applying AI in B2B Channels, is one of several channel topic sessions included in the B2BMX agenda. Gonzalez will also moderate a channel-focused panel on Driving Partner Engagement: New Approaches for Boosting Partner Participation in Channel Programs. Joining him will be panelists Jamie Mendez, director of channel marketing, IBM; David Portnowitz, CMO at Star2Star Communications; and Stephanie Zembal, senior marketing manager with Symantec Global Channel Marketing.

B2BMX Channel Track Expanded

The channel marketing track at B2BMX, which moves to the Hyatt Regency Scottsdale, February 25 – 27, was more than doubled in size following its successful introduction in 2018. This year it offers eight compelling sessions and a workshop.

In addition to Gonzalez, speakers include Heather Margolis, CEO at Channel Maven Consulting, who will examine how channel marketers can optimize partner communication to differentiate their programs from those of other vendors. Liz Cope, director, marketing technology and operations at Ingersoll Rand, will offer insights on how companies can map their journey to channel transformation.

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.

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 Programs

Marketing Agency Roles Reviewed

McBain will also moderate panel on how the definition of “full-service” marketing agency is encompassing a broader set of activities that support channel marketing programs. Panelists include Jennifer Anaya, VP Marketing, Ingram Micro; Marie Rourke, founder and chief channel strategist at White Fox Marketing; Angela Leavitt, founder/CEO, Mojo Marketing; and Tracy Diziere, president/CEO, TDZ Creative Partners.

Harbinder Khera, CEO/founder of Mindmatrix, will moderate a panel discussing how channel marketers are encouraging and enabling their channel partners to amplify mutually beneficial social media messages. Joining Khera will be Dawna Olson, CMO, SYSPRO USA, and Janet Tyler, CMO, Red Level.

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.