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Electric Referral Program Enables Partners To ‘Turn Connections Into Cold-Hard Cash’

As casual conversations at chamber of commerce luncheons, town halls, and pickleball meetups uncover new prospects for B2B brands, marketers are recognizing the revenue-boosting potential of engaging a broad mix of referrers. A year into building a process to help business owners “rake in more coin” by referring potential customers, Electric, an IT services company, […]

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With C-Suite Support, AvePoint Aligns Internal Teams To Boost Channel Partner Program

Barely into its second year, the global partner program at AvePoint, a SaaS and data management platform provider, is evolving into a significant revenue producer. The company’s managed service provider business, primarily focused on the SMB market, continues to grow in triple digits and is expected to reach 10 percent of the company’s total ARR […]

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LiveVox’s New Channel Program Offers Robust Partner Marketing Support Package

LiveVox, a cloud-based provider of customer service and digital engagement tools, has launched a new channel program. The program, ACTivate, provides LiveVox’s new and existing partners, including master agents, technology solution brokerages, solution providers, and managed service providers with tools to market and sell the company’s blended omnichannel capabilities to new customers. “We’ve seen incredible […]

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To Drive Channel Success, Vade Helps MSPs Boost Their ‘Security-Conscious’ Credentials

In a press release last October, Vade, a provider of AI-based threat detection, user awareness and incident response solutions, celebrated what it called “significant momentum around its channel program” in 2021. Vade’s second quarter was especially strong with the company reporting 60% growth in global channel sales between Q2 2020 and Q2 2021. “We’re excited that we […]

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Wasabi’s Laurie Mitchell: To Optimize Engagement With Fast-Expanding Channel Ecosystem, Automate Everything

The channel team at Wasabi , a cloud data storage provider, has been pretty busy for the past couple of years. At a pace of more than 400-plus new partners each month, the company has expanded it channel ecosystem from 3,500 partners at the end of 2020 to more than 10,000 today. As the company has […]

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Vertiv’s New Partner Portal And TCMA Tool Address Channel Demand For Digital Marketing Support

Recently promoted to the position of Director of Channel Marketing at Vertiv, a critical digital infrastructure provider, Song Lu is leading a program that strives to empower the company’s partner ecosystem with robust demand generation support. In a recent conversation with Channel Marketer Report, Lu commented that partners are leaning into Vertiv’s channel marketing program, […]

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Influencer Marketing, Standard Practice With B2C Brands, Gains Traction With B2B Companies

As more and more B2B buyers rely on digitally-discovered information well along their shopping journeys, marketers have struggled to make sure their brands are among those to be considered. As Jay McBain, Forrester’s Principal Analyst – Channels, Partnerships & Ecosystems, has commented, unless vendors develop vast ecosystems of industry experts, consultants, influencers, and other thought […]

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What Hiring A Director Of Global Channel Engagement Says About Armor’s MSP Partner Program

You know a company is serious about building better relations with its partner ecosystem when they appoint a Director of Global Channel Engagement. For the record, Armor, a global cloud security company for managed service providers (MSPs), didn’t post a position with that exact title. But when Christine Gassman clearly demonstrated that she was the […]

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Dell’s Cheryl Cook: How An Accelerated Transition To Digital Marketing With Partners Is Driving Record Sales

It didn’t take a pandemic to compel Dell Technologies to transition its channel marketing program to a digital model. At least a year before Covid-19 rendered popular partner marketing motions – especially in-person events – virtually impossible to implement, Dell had begun to expand its menu of partner-focused digital demand gen practices. Without a doubt, […]

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Why Can’t B2B Buyers Find Your Partners Online? Blame It On SEO!

The average channel partner isn’t making it easy for the typical B2B buyer to find them. While the first step most B2B shoppers take in their buyer’s journey is an online query for the solutions or services they need, most channel partners are failing to follow search engine best practices to make their brands easy […]

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