
10 steps to better through-channel marketing
Not all through-channel marketing campaigns are equal, and it can be all too easy to get things wrong. So what are the pitfalls to avoid?
Blog
Momentum ITSMA Staff
August 10, 2021
Through-channel marketing is a fast-changing area and an increasingly vital one for vendors to get right. So, what’s driving its growing importance?
The go-to-market model for vendors and channel partners is more complex and fluid than ever. Vendor-centric, product-focused, one-size-fits-all campaigns are out. Joint propositions, collaboration, and customisation are in. Through-channel marketing is a fast-changing area and an increasingly vital one for vendors to get right.
So, what’s driving its growing importance?
Changes, changes everywhere
It’s hardly a blinding revelation to say that we’re living in an era of continual disruption in the tech industry. New innovation is constantly reshaping the tech value chain; IoT, cloud, blockchain, edge computing, extended reality (XR), AI, mobility, analytics – the list of transformational technology trends is seemingly endless.
When it comes to the topic of channel marketing, today’s era of continual disruption is resulting in change in multiple directions simultaneously:
As a result of these changes, the way that vendors go to market has to adapt. The discipline of through-channel marketing is assuming increased focus, evidenced by the fact that 35% of B2B vendors say they currently provide through-channel marketing automation and 32% plan to implement or upgrade in the next 12 months.[1]
The channel is dead, long live the channel
The days when vendors stimulated demand and resellers fulfilled it are long gone. Today, the interaction between vendors, partners and their customers is more complex than ever, and for those that get it right, potentially more rewarding. Among the factors driving this change, four stand out:
So where is your channel leading you?
The cumulative impact of these changes is that through-channel marketing is becoming an important source of competitive advantage for savvy vendors. Those that excel are benefiting from increased partner engagement, higher return on marketing investment and improved channel sales performance.
With 91% of B2B leaders saying they expect to increase revenue directly attributed to their partner ecosystems this year, the importance of getting it right can’t be overstated. [5]
If you’d like to discuss how we could help you take your channel marketing programmes to the next level, contact us.
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