Demand Generation Blog

Channel partners are a great way to grow your company and provide you access to new customers and networking opportunities.  A well-developed channel program can be extremely profitable but there are several factors that will determine the success of your partnership.  In order to develop a flourishing strategy a company must invest in their program and needs to know where to focus its time and money.  Here we’ve outline the most important steps and criteria to consider when building your channel community.

It all started in the living room our family home in Farmington, CT in July 1990 as Market Vision. By October that same year, we had made the move to Florida to establish a formal operation and became what is now known as Winn Technology Group. Over the years, Winn Tech has occupied several offices in Pinellas County before settling into our existing home at 523 Palm Harbor Boulevard in beautiful Palm Harbor, Florida.

As with any industry, with B2B marketing, change is necessary.  The important part of change is to recognize what types of changes will work for the better and which ones to avoid.  Trends come and go, being able to identify which trends will have staying power is essential to the longevity of a B2B organization.  Marketing strategies have evolved dramatically over the last 10 years due to the digital revolution and social media.  Prospects now have more access to information prior to making a sales decision than ever before.  It’s important to know how, when and where to market to your prospects.  Below we outline a few of the B2B marketing trends that appear are here to stay.  Incorporating these into your marketing plan will be important in maintaining a successful B2B company.

The importance of establishing loyal channel partners cannot be understated.  The time and cost it takes to onboard partners makes it crucial for these relationships to last.  The ability to work seamlessly with partners depends greatly on longevity and familiarity.  Having long term partners that are loyal to your brand can make for easier product releases and more profitable campaigns.  Partners tend to be most loyal to the brands that their customers prefer.  Once you’ve identified a quality channel partner, you want to do everything possible to ensure their success.  There are many factors that drive loyalty in a channel marketing community, here are a few tips on establishing lasting partnerships.

Since recruiting and developing channel partnerships can be a difficult and time consuming experience, ensuring that your current channel partners maximize their revenue potential is extremely important.  Traditional marketing tactics such as teleprospecting and email will always be necessary, however, the greatest potential for increased revenue in this digital age is through inbound marketing.  Furthermore, the integration of traditional outbound tactics along with an effective inbound marketing campaign will ensure you are getting the most out of your channel.