Channel Marketer Report

Special Features

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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4 Proven Practices To Navigate Channel Marketing Challenges 

By Zach Edling, Vice President of Account Services, Tendo Communications Channel partners are an essential revenue source for B2B brands. But as more B2B brands compete for the attention of channel partners, providing a best-in-class channel partner marketing program becomes more challenging and more critical. The most successful organizations understand how to navigate channel marketing […]

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Three Ways To Help Channel Partners Market And Sell Subscription-Based Products Or Services

By Jeff Chancellor, VP, Global Ecosystem Success at Sage Businesses have gone above and beyond for their customers over the past two tumultuous years. From the growing pains of scaling rapidly to conducting fully remote business operations, companies have had to be incredibly agile in order to remain effective. Part of this agility has included […]

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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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With Rise In Ransomware, Partners Must Optimize Access To The Boardroom

By Mike Walkey, SVP Global Channel & Alliances at Veritas Technologies Ransomware attacks are debilitating and no organization – large or small – is immune. Over the past 18 months, damages from ransomware attacks have had a direct effect on the economy and have deeply impacted the channel and its customers. And cybercriminals are only […]

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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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Are You Tracking The Health Of Your Channel Incentive Program?

By Brian Crockett, Head of Marketing, Vanson Technology Services Determining whether a channel incentive program is successful can be a challenge for many program managers, but it is critical for a healthy program – and for securing ongoing organizational funding and support! It can be helpful to look at channel incentive program success metrics across four […]

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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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Empowering Brands And Partners With Through-Channel Marketing Automation

By Joel Montgomery, Chief Strategy Officer, Incentive Solutions and OneAffiniti It’s been a few years since Jay McBain, Forresters’ Principal Analyst – Channels, Partnerships & Ecosystems, called the increasing adoption of through-channel marketing automation (TCMA) the “third stage” for sales and marketing leaders. Following the adoption of customer relationship management technology and marketing automation solutions, […]

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