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Ecosystem marketing research

Ecosystem marketing research2022-09-26T15:07:53+00:00

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’.

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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

Hear more about the key findings from our research

Research overview
Death of the partner tiers
Skills gap 2.0
Let it shine
Recalibrating relationships
Why is tech marketing so boring?

Learn more by downloading the full research report

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Nine tips for successful ecosystem marketing

We’ve condensed the best bits from our ecosystems marketing research report into a tips and tricks infographic. Click the button to download it.

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Coterie Infographic on Nine Tips for Successful Ecosystems Marketing

In the press

JUNE 16, 2021

COMPUTER WEEKLY / MICROSCOPE

Is it time to say farewell to the three-tier approach?

Screengrab of MicroScope blog 'Is it time to say farewell to the three-tier approach?'

JUNE 18, 2021

NUZOO

Are you a solution provider or a sales chaser?

Screengrab of Nuzoo blog: Are you a solution provider or a sales chaser?

JULY 15, 2021

CHANNEL PARTNER INSIGHT

‘Bronze, silver, gold? It’s not fit for purpose for partners any more’

Screebgrab of blog 'Bronze, silver, gold? It's not fit for purpose for partners any more': Coterie on what is signalling 'the death of the tiers system'

JULY 15, 2021

IT EUROPA

Partners favour marketing skills and continuous mapping instead of hierarchical tiers

Screen grab of ITEuropa blog 'Partners favour marketing skills and a continuous mapping instead of hierarchical tiers, Coterie says'

ISSUE 85, 2021

CHANNEL PARTNER INSIGHT

Report signals hard refresh for B2B marketers

Screengrab of article 'Report signals hard refresh for B2B marketers

SEPTEMBER 15, 2021

COMPUTER WEEKLY / MICROSCOPE

Pandemic exposes channel digital marketing skills gap

Screengrab of article 'Pandemic exposes channel digital marketing skills gap'

SEPTEMBER 24, 2021

CHANNEL EYE

COVID-19 has created a
skills gap

Screebgrab of Channel Eye Blog 'Covid-19 has created skills gap'

SEPTEMBER 24, 2021

NUZOO

New channel challenges – decentralised IT procurement and partner marketing ‘skills gap 2.0’

Screengrab of Nuzoo blog 'New channel challenges - decentralised IT procurement and partner marketing 'skills gap 2.0'

SEPTEMBER 27, 2021

TECHNOLOGY RESELLER

COVID-19 paves the way for skills gap 2.0

Screengrab of Technology Reseller Article 'Covid-19 paves the way for skills gap 2.0'

News and insights

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