What is a channel marketing strategy?

Channel Marketing tends to bifurcate into “To” Channel Marketing and “Through” or “With” Partner Marketing. Communicating to partners needs to give them the information they want when they want it and how they want it delivered. It’s important not to overcommunicate and to consider whether some information should be via social or text while other needs a one-off email or aggregating newsletter. An A+ “through/with” channel marketing strategy leverages channel partners as an extension of your team to develop relationships, drive demand and generate leads that are the right buyers ultimately highlighting your solutions. Channel marketing strategies expedite your “top-of-the-funnel” approach by proactively putting you in front of the right audience while illustrating the value in choosing your organization.

Tip: If you want your channel marketing strategy to succeed, you must be flexible in how you support partners. That means letting them drive demand in ways that make the most sense for them. For example, give them the tools they need to execute modern strategies that generate leads including social selling and developing personalized video content.

Sponsored by our partners at 360insights. Written by Heather K. Margolis, SVP of Marketing.