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Whether you’re just starting to explore how to grow and maximise your partner channel, or you’re on the front lines of expanding mindshare and precision targeting, we have insights for you.

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Redefining Mindshare for Modern Partner Ecosystems
Redefining Mindshare for Modern Partner Ecosystems
In this blog we explore the term ‘mindshare’ when used in channel partner relationships. It’s a much-used word that means different things to different people. For marketing people it can mean ‘brand...
Partner Marketing Visionaries: Marketing Programs That Drive Impact
Partner Marketing Visionaries: Marketing Programs That Drive Impact
 In this highly competitive digital landscape, building scalable marketing programs is more important than ever before. COVID-19 has pushed marketers to embrace new channels and evolve existing...
Linking Partner Mindshare and Program Reward. Learn From HP Amplify
Linking Partner Mindshare and Program Reward. Learn From HP Amplify
During 2020 HP relaunched their partner program, now called the HP Amplify Partner Program. That’s HP Print and PC, not HP Enterprise. Two features are notable about the new Amplify Partner Program. One...
How to Grow Channel Partner Sales Using Capability Scoring
How to Grow Channel Partner Sales Using Capability Scoring
I recently asked a senior technology executive how long she had been with her current company. “Fourteen quarters,” she replied. I took from that answer that her company was focused mostly on short term...
Capability Targeting: Using The Right Channel Partners The Right Way
Capability Targeting: Using The Right Channel Partners The Right Way
  There is a common challenge among technology vendors as their partner marketing efforts continue to shift to digital. They’ve made the marketing development funds available to their channel partners....
Nurturing Your Channel on Its Partner Marketing Journey
Nurturing Your Channel on Its Partner Marketing Journey
  The partners you work with are all different: different sizes, with different capabilities and different objectives. If you communicate with them using blanket messaging or a one-size-fits-all approach,...
Beyond face-to-face: will partner marketing ever be the same?
Beyond face-to-face: will partner marketing ever be the same?
  With face-to-face meetings off the table for the foreseeable future, the business world has had to adapt quickly to more virtual ways of working. In partner marketing, this means adopting new ways of...
Why Engaging Partners Fails Without Nurture
Why Engaging Partners Fails Without Nurture
  In this blog post we’re looking at ‘nurture’ in the context of partner recruitment programs.
Assessing Intent When Engaging Partners for Recruitment
Assessing Intent When Engaging Partners for Recruitment
  In this blog post we’re looking at ‘partner intent’ in the context of partner recruitment programs. This is the second stage of Partner Engagement.   In thelast blog "ROI on Lists When Engaging...
Through the looking glass: Unearthing hidden channel long-tail gems
Through the looking glass: Unearthing hidden channel long-tail gems
  A channel partner ecosystem is not unlike a mine: it’s vast and it’s very difficult to have concise and current knowledge about everything that’s going on within it. You spend most of your time focusing...
ROI on Lists When Engaging Partners for Recruitment
ROI on Lists When Engaging Partners for Recruitment
  In our recent blog post  "Why is it so hard to demonstrate the ROI on partner recruitment?" dealing with ROI on partner recruitment, we identified two phases in the process, with five sub-phases.  In...
Partner Engage: Do you build trust in your channel partnerships?
Partner Engage: Do you build trust in your channel partnerships?
  Did you know that, according to Accenture, one in four channel partners drops out of the typical B2B network each year – and eight out of 10 customers will not do business with companies they don’t...