The Influence of Natural Selection on Partner Marketing

Channel Marketing, Inbound Marketing, Channel Strategy

In a recent LinkedIn post, Larry Walsh, CEO and Chief Analyst of The 2112 Group shared his perspective that brands aren’t responsible for transforming their partners’ businesses. As the tech industry shifts its delivery of solutions to the cloud, and as customers shift their buying preferences from purchases (capital expenses) to subscriptions (operating expenses) channel partners must evolve their sales processes, compensation, and solution delivery models to suit the needs of modern buyers. Not making these changes will cause partners to lose relevance in the market and they’re likely to shrink rather than grow their customer base.

Walsh suggests that there is a role for brands to play, but it’s different than taking responsibility.

What Channel Partners Really Want from You

Inbound Marketing, Content Creation, Localization

You're upgrading your channel partner platform or maybe building one from scratch. You'll be tempted to invest all your energy in developing new features or positioning page elements to optimize engagement. Our advice? Resist temptation. Producing strong, localized campaign content is a better time investmentthis is what your partners want and need.

4 Steps VARs Can Follow to Increase Call-to-Action Conversions

Inbound Marketing

We all cringe at the "buy now" tactics of infomercials, yet many marketers are still trying similar outbound methods to reach prospects. Inbound marketing generates 54% more leads than traditional paid marketing, so there's a proven better way.
Savvy marketers understand that no one likes being sold to; they use marketing as a teaching rather than a selling opportunity Since many channel organizations and VARs are still using outbound tactics, here's your chance to stand out. Make your calls to action "inbound" to start converting more leads.

What the Future of Marketing Means for Brands and Channel Partners

Inbound Marketing, Inbound Channel Marketing

On Monday we shared with channel partners that HubSpot's 2016 State of Inbound report is here. As usual, the report is brimming with helpful information to guide marketing and sales professionals in 2017. For the first time, HubSpot added the future of inbound as a focus this year. Here's what that means for you and your channel partners.