How to drive marketing value from your most important relationships
As the world continues to emerge from the Covid-19 pandemic, companies are reconsidering their operations and their strategies, and are changing the way they work together with their business partners.
The same rings true in the global field of partner marketing. It’s more important than ever for partners to be integrated into one another’s strategies and truly deliver a joined-up marketing approach to customers.
Our recent research, conducted in conjunction with the University of Huddersfield, explored the factors that contribute to partner marketing success, and how the pandemic has shaped some of those factors. The research revealed compelling insight into modern partner marketing strategies including the introduction of the concept of ‘marketing ecosystems 2.0’.
Key findings:
Partner tiering systems using gold, silver, and bronze are no longer relevant or desired by partners
A new skills shortage has emerged exacerbated by the pandemic – Skills Gap 2.0
Ecosystem marketing is the Cinderella of B2B marketing – often left as an afterthought
End-user relationships based on enterprise-wide agreements are dated, unsuitable and undesired
There is a dearth of innovation in B2B marketing but not in technology marketing
In the press
JULY 15, 2021
CHANNEL PARTNER INSIGHT
‘Bronze, silver, gold? It’s not fit for purpose for partners any more’
JULY 15, 2021
IT EUROPA
Partners favour marketing skills and continuous mapping instead of hierarchical tiers
SEPTEMBER 15, 2021
COMPUTER WEEKLY / MICROSCOPE
Pandemic exposes channel digital marketing skills gap
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