Channel Marketing

Colleagues discuss channel partner marketing resources.

Offering MDF Is Not Enough: How To Support Channel Partners With Marketing Resources They’ll Actually Use

Marketing development funds (MDF) — also known as channel or co-marketing programs — is one of the most common sources of friction between companies and their selling partners. Typically, companies provide co-op style marketing dollars to resellers so these partners can, in turn, invest in marketing and engagement activities to build pipeline and drive awareness …

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Men shaking hands discuss channel marketing partnership.

Channel Recruitment Strategy: 5 Tips for Recruiting the Right Partners

Ah, the channel recruitment strategy — it is no different from a demand generation or marketing strategy and no matter how big or small a channel is, it has been the answer to gaining competitive advantages that ultimately lead to revenue and company growth. More and more service-based businesses are looking for new ways to …

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Partner meeting shaking hands

Channel Marketing During COVID-19: Your Partners Need Support and MDF Now More Than Ever

Undergoing change during unprecedented times is inevitable and most businesses are pretty equipped to handle industry changes under normal circumstances; however, we’re not living during normal circumstances. As the ongoing effects of COVID-19 disrupt how companies navigate sales and marketing team efforts, one thing remains strong — humanized marketing messages and transparent community support is …

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Increasing Conversions and Loyalty With Lifecycle Customer Marketing

The traditional sales funnel is practically ancient in our modern, digital world. Popularized in a 1924 book, Bond Salesmanship, the sales funnel was created to help individual salespeople “lead a customer from attention to interest, and beyond.” Salespeople and teams were advised to push buyers through the funnel by “force of compression,” aka hard, measurable activities (e.g., aggressive …

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4 Festive Holiday Campaigns to Cheer About

It’s the most wonderful time of the year, especially for advertising. During the holidays,  marketing teams are supercharged with creativity, and customers are open to fun, delightful offers. We’ve checked off our list of favorite holiday campaigns, and we’re sharing the ones that made it to our top 4. 1. Xfinity: A Holiday Reunion (2019) After 37 …

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