Concierge marketing has been around for a long time in B2B, especially by large vendors to support their Mid Size and SMB partners. The idea behind concierge marketing is simple. For a relatively small fee you can provide or give Partners that may lack the resources and financial strength needed access to marketing tools and content they need to run a successful campaign. You can see why this model is often used as part of a company-wide channel marketing strategy, however, Partners tend to have a love-hate relationship with it, often debating its benefits and pitfalls. Every channel manager a ..read more

Six principles that should underpin any client or agency’s approach to performance marketing in B2B. When talking about performance marketing, people normally think of online advertising. Pay-per-click (or pay-per-action) is the performance model agencies and media typically offer to their advertisers, but this model mainly works at a tactical level. Now, with the increasing importance of data analytics in B2B, a more strategic approach to performance marketing is required from both the client and the agency. Although pay-per-action has existed since the beginning of e-commerce (via ‘affiliati ..read more

There is little denying that social media has become a fundamental channel for B2B companies.  Social media now represents a prevalent source of information for decision makers and has transformed the purchasing process. This new shift in online marketing showcases all the more that information control now lies with the customer. Yet, so many companies are still struggling to use social media efficiently. In this article, HBR’s Keith A. Quesenberry provides a comprehensive list of the most common errors companies commit online through social media, but there is one that stands above all the ot ..read more

More or less every decade the IT industry needs to undergo a review of its business models and realign itself with the new market conditions. The channel, one of the main pillars of the IT industry, has to follow the same pattern of adaptation and realignment, however, the digital revolution has brought a major shift in the industry. One that very few predicted. This huge and rapid change has touched the buyer journey and buying cycle within all types of organisations, all driven by the same technology sold by the very same companies that now suffer because of it. The following article by Gary ..read more