Channel News

The PartnerOn Journal continues to explore how creating behaviors enables marketers to drive success. On the Microsoft US Partner Community Blog, Microsoft US OCP GTM Director Diana Ishak shares in her Marketing Foundations blog series how content marketing should be defined by the actions that we want a consumer to take. Marketers can influence a customer’s behavior by carefully planning content that meets a buyer during their buying journey.  In her post, “Marketing Foundations: Power engagement with a content marketing strategy,” Ishak writes about the three steps to creating a content marketing strategy.

But before creating a strategy, Ishak stresses the importance of finding the correct content and using it at the correct time which then allows you to follow your customers on the journey. The goal, she writes “is to engage and delight (not sell).” Additionally, by continually keeping your value proposition top of mind and viewing “it as a tool to keep your team focused on what you sell and how you sell it” you are able to maintain branding.

Check out the full blog post.

From Channel Marketer Report

The outbreak of the CoronaVirus has thrust us  into the midst of transition. Feelings of anxiety and resistance are being addressed – and sometimes heightened —   by seeking creative and innovative solutions.. The good news – we are all in it together. So  how do we navigate and remain nimble throughout this transition?

Read more…

From Channel Marketer Report

While everything old is obviously NOT new again about the solutions and services that IT buyers are seeking or the way they shop for them, channel organizations continue to struggle with same ol’ same ol’ challenges. In its 2020 State of Partnering report, PartnerPath, a consulting firm, identified six major trends that are shaking up the way vendors and their partners need to go to market, clearly making the case for “Remaking The Channel.”

In a socially distant conversation, Diane Krakora, CEO of PartnerPath, shared some insights into the report with Channel Marketer Report.

Read more…

The world may be in chaos as we work through these challenging times. But in the midst of it, we’re excited about the new opportunities for business and life we see rising up everywhere. 

Advances in telehealth that improve lives. New distance learning solutions to improve access for people challenged by institutional norms. New ways to engage in entertainment. And new paths for working with people all over the world. These are just some of the dynamics reshaping how we live, work and play. 

This CNBC article highlights the opportunities — like easier e-commerce, the leveling effect of remote meetings and wider access to entertainment. 

And while we predict (and hope) in-person events will resume, we also see new and better remote choices on the horizon for people who were prevented from participating fully in the past by physical or geographic constraints. What do you see?

Read more…

From Forbes Online:

To quote the late baseball hall of fame player Yogi Berra, “The future ain’t what it used to be.”

Here are some predictions for the future of digital marketing in the year 2020 and beyond from some thought leaders I polled, plus a few of my own prognostications.

Here are predictions from Elena Filimonova, senior vice president of global marketing of the 7,500-person, New York City-based IT services firm CGS: 

Read more…