Thanks to business social networking channels like LinkedIn, it is easy to identify potential B2B prospects based on criteria such as industry, role, and seniority. Organisations that are not taking full advantage of this tool are missing out on the opportunity to generate more leads, often at a significantly lower cost than traditional outreach methods.
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What’s important to your indirect channel?
It’s an all-too-common question from IT vendors: “How can I get my resellers to sell more of my stuff?”
OK, it’s usually put in more business-like terms such as “wallet-share”, “percentage of business” or “partner penetration”; but it’s always the same question.
B2B tech audiences love interactivity. For a decade or more, they’ve been on starvation diet of whitepapers, fact sheets and case studies. If any market was ripe for an interactive content marketing makeover, it’s B2B tech audiences.
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By Kit Craig, Channel Consulting Director
Last week I read an excellent article by Nicole Laskowski, Senior News Writer at CIO.com, about Goldman Sachs’ new consumer lending business.
The article is an interview with Goldman’s CIO, Martin Chavez, who talks about having to compete with small, agile, ‘born-in-the-cloud’ lending companies. To compete, Goldman Sachs has to play the born-in-the-cloud game, embracing cloud services and open source software to be a “fintech start-up with 147 years of experience”.
There are four profound lessons in this that IT vendors and their channel partners should be taking to heart, especially those targeting enterprise customers.
Just as it is important for vendors to choose wisely when it comes to selecting the appropriate channel partners to work with, it is equally so for channel re-sellers and distributors to take as much care in choosing the right vendors to work with.
A few weeks ago I was at a software vendor’s conference where they were spruiking the benefits of being a partner. The whole pitch was around being a services-lead business: how your business acumen and technical know-how will give the end customer the confidence to let you guide them on their IT journey, during which you can deliver best-in-class products as part of a total solution. There was lots of talk about consultancy selling and managed services.
In September 2016, Google announced that it would start supporting responsive email design to Gmail clients. These changes have been craved by digital marketers for quite some time, so supporting responsive design means less work for email coders and consistent design across major email clients.
So what did Google do to make responsive design easier for Gmail?
Recently the digital marketing industry has had some significant changes, as Google confirmed the rollout of Penguin 4.0.
This latest iteration of the company’s web spam filter is the first update in two years of the algorithm that was launched in April 2012 as a means to prevent website owners from artificially elevating their Google search ranking by using methods such as keyword stuffing or spamming, which are in violation of Google’s guidelines.READ MORE ›
In her excellent e-book “Channel Strategy & Marketing . . . for the Rest of Us” Jacqueline Franklin makes the observation, “A thriving channel is a business imperative for any company that wants to scale. In fact, I’m hard-pressed to name one billion dollar company that doesn’t use indirect channels.
“Many companies in the B2B technology market … with a formidable direct sales force (Oracle, EMC, etc.) … [concede] that they needed additional logistical and services capacity, especially if they wanted to reach the mid-market. Indirect channels, in other words, are critical to growth and are here to stay.”