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Channel Partners Branding Presentation

It’s Channel Partners time in Las Vegas again and I got lucky enough to be asked to do a presentation on The Transformational Power of a Compelling Brand.  Honestly, not my best delivery, but I think the content was right on point for partners struggling with how to stay relevant in an industry that’s changed so fast it's barely recognizable if you weren’t paying attention. 

Create an Emotional Connection with Your Brand

There seems to be a long held tradition in B2B marketing, especially in the Telecom and IT space, to be as boring as possible.  What I see most frequently in the market is a very stiff, feature-advantage-benefit oriented approach to messaging.   I think it’s byproduct of so many years of selling on features, "speeds and feeds", and “bits and bytes”. This may have served partners well in the past, but the market has shifted and the way customers buy has changed.  Your brand as a trusted advisor needs to change too. 

Flashy Features Don't Make for Great Website Design

A podcast about McMansions gave me a great analogy for a trend that’s plaguing website and digital marketing performance for thousands of partners every day and you probably don’t even know it’s a problem. I’m dubbing it the “McWebsite” and this article breaks down how what you think are your website’s coolest features may be killing its effectiveness.

Break the 80/20 Rule Part Two

Last post, we discussed some strategies to use targeted marketing strategies in your partner recruitment and channel marketing efforts. This week, let's talk about all those inactive partners that you already recruited and that aren't producing. We've got some strategies to get more partners active, and the active partners selling more, that will get some new revenue flowing.

How to Break the 80/20 Rule with Channel Marketing

Everybody hates the 80/20 rule, but it's so common in the channel that we just accept it. Or in some cases, we may over react to it. Here is a two part series taking a holistic look at how to improve your partner activity levels, starting with the first post here where we'll cover three strategies for recruiting partners that will produce.

Creating a Marketing Drip Campaign for Channel Managers

Sometimes channel marketing teams and their efforts aren't valued as highly as they should be by the sales organizations they support. Here's a way you can create immediate and apparent value for the channel mangers and management that you support by running a personalized thought leadership drip campaign that will get the mindshare and walletshare of your partners.

User Experience IRL for the Channel

We mostly talk about user experience in the context of your website or app development these days, but user experience applies to how people interact with systems. How do partners and customers feel when interacting with your company? How do you make sure that feeling is warm and fuzzy? By applying user experience design to your channel organization in real life. How? Read on...

The Robot Neurologist and the Human Side of What We Sell

While tending to a family member who had a hospital visit this past weekend, I was introduce to a device that enabled a specialist to monitor her condition remotely. This real-life application of computer and connectivity technology that we sell everyday combined for a powerful reminder that there's human side to what we sell, and that we do a poor job selling the human benefits.
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