Paving The Road To Channel Marketing Success - Channel Marketer Report

Channel Marketer Report, By Jon Whitlock, Director of Channel Marketing, Kaspersky Lab

It’s true that many VARs often face limited capabilities and bandwidth when it comes to marketing their companies. In fact, recent numbers show that fewer than 10% of B2B resellers have dedicated marketing employees. That’s a high percentage of partners that aren’t fully equipped with the proper resources to run effective marketing campaigns. However, it’s the perfect opportunity for the vendor to step in and design campaigns and programs to help ensure that partners are moving the needle on their own businesses. So how can vendors do that?

One key factor in helping partners market is to facilitate their relationship with their customers and target audiences so they are viewed as a trusted advisor. It’s crucial for their prospects and customers to come to rely on them as a first stop for the most up-to-date information about the industry and to trust them to provide the right information and solutions, whether it’s insight, research, guidance, etc. One way to do this is through social media. Read more.