Kaspersky Lab on Partner Marketing Done Right - The VAR Guy

The VAR Guy, by Michael Cusanelli

Normally in Partner Marketing Done Right we shine a spotlight on those solution providers that are making their mark through top-notch marketing and give them the opportunity to share their secrets for success. Sometimes, though, we shift the conversation to the vendor, giving them the stage to talk about partner marketing from their point of view and ways they can help.

This week we hand the mic to Jon Whitlock, senior director of Channel Marketing at Kaspersky Lab North America, who recently penned a best practice piece to give partners ideas of ways to jumpstart their marketing practices.

The VAR Guy: Recent studies show that fewer than 10 percent of resellers have dedicated marketing resources. How can these vendors turn their struggle with marketing into an opportunity for big business?

Whitlock: At the core of Kaspersky Lab’s channel marketing philosophy is the idea that partners should be viewed by their current and prospective customers as a trusted adviser. Breaking industry news, best practices, solutions and everything in between, the partner should be depended upon as the go-to expert by their target audience. For example, we’ve found that partners have had great success in using a social media syndication platform. We provide partners with the content, which should come from unbiased sources and top-tier industry publications and thought leaders, not just about or by the vendor, which they can send out through their own channels to their followers. The right content being sent out consistently really makes partners stand out among the competition, and customers will perk up and think, “They really know their stuff!” Read more.