Channel Meet Up

Building a demand-first partner marketing program is no easy feat. At the recent Channel Meet Up in Boston, our sister company and sponsor 7Demand hosted a roundtable on this very topic and we delved deep into the details. One key aspect they discussed was content. 📝 Content is king, we all know that. But when it comes to creating content for partners, there are three crucial things to remember. Firstly, it must be available. Sounds obvious, right? But you'd be surprised how many partners are in the dark about the resources available to them. Secondly, relevance is key. There's no point in churning out generic content that doesn't resonate with the moment. Remember 70% of buying happens before the buyer contacts the vendor (thanks to Infuse Voice of the Buyer for this stat) so we need to do a better job at arming Partners with content for all stages of the funnel. Lastly, personalisation is paramount. Partners need the freedom to tailor content to their specific customers. After all, one size doesn't fit all. I'd like to see vendors enable Partners with content that gives them flex to add their own personality and services play. In a nutshell, effective partner content is available, relevant, and customisable.

The content battle is heating up. At the recent Channel Meet Up in Boston, INFUSE led a roundtable discussion on the topic of "Great Content Strategy to Deliver Audience and Drive MQLs for Partners." Everyone's in a frenzy, producing content at breakneck speed. But there's a snag - finding relevant content is like finding a needle in a haystack for buyers and faith in content and its relevance is waning. This is where personalisation is key. Teams need to craft personas and pinpoint content by stage and dish it out as decision-makers traverse their buyer journeys. But it's not about churning out content like a factory. It's about creating meaningful connections. ✅ By understanding your audience  ✅ By delivering content that resonates  ✅ By building trust through relevance In this content race, it's not about who's the fastest. It's about who's the smartest. 

special thanks to all delegates, sponsors and speakers as you all make Boston Channel Meet Up an awesome day. 👌

With over 6,000 #partners in their ecosystem, Rob Rosa, SVP Global Service Sales & Customer Success at Extreme Networks talks with Sophy Gray about the importance of #partnerships. What a depth of knowledge Rob has on everything from #distribution and #incentives to co-delivery and #renewals. #CMU #1PRM #programautomation #partnersuccess #partnerenablement

Our Q&A Panel is underway! We’re joined today in Boston by: Rod Gilbert - VP Global Business Development at Casa Systems, Inc. Kathleen Regan - Business Development Director at AVEVA Nisha Menezes - Principal Global Channel Marketing at Atlassian And special thanks to Sara Harold - Director Channel Marketing at Mimecast for stepping up last minute to join us on the spot ! What questions would you ask this panel about Driving Partner Sourced Demand?

🌎 Victoria Frederika Albert from INFUSE is kicking off the Channel Meet Up with her keynote speech, “The Voice of the Buyer in B2B Research” We’ll have highlights of Victoria’s keynote on the CMU Forum soon. Join the Forum today and get full access for a year for just $100! Plus you’ll get $100 off the ticket price of a future CMU Event. Maybe we’ll see you in California in October? Or back in London in 2025? Too good to miss! https://lnkd.in/ekvjSPPc

Very excited to have Russ Powell and Sharper B2B Marketing back with us for today's Channel Meet Up in Boston! Stay tuned for updates and highlights throughout the day!

❗The Boston Channel Meet Up is happening this Thursday ❗ Margaret Adam sat down with Sophy Gray to discuss her top takeaways from the recent Channel Meet Up in London. Networking with like-minded professionals, gaining valuable insights - what could be better? Don't miss out on this opportunity. Find out more here: https://lnkd.in/ev9fYAyh See you there! 👋

What do you see as the main challenges vendors face around Partner Sourced Demand? Akash Singh from Mindmatrix gave us his thoughts ahead of the Boston Channel Meet Up. Join Akash and our other sponsors next Thursday, the 20th of June in Boston. https://lnkd.in/ev9fYAyh

This year's Channel Meet Up in the UK brought a significant shift to light. Partners are no longer just measuring success based on revenue and profit. They're looking at customer lifetime value and satisfaction. They are recognising in their own KPI's that their success is tied to their customers' success. Partners are also scrutinising their vendor choices based on customer success and rationalising. Generic customer stories don't cut it. Partners need like-for-like customer success stories in the same industry, vertical, Geo, and company size. They want to see specific resolutions to pain points. Vendors need to place greater emphasis on how they help customers succeed. And not just in the short term. There needs to be a narrative that highlights the long-term value and longevity of their partnership. It's not just about making a quick buck. It's about building a lasting relationship that brings value to both parties. That's the future of successful partnerships. 🚀 Customer success and longevity is a key metric for vendors and partners alike so needs to be your priority. If you want to be involved in all of the discussions and Q&As at our next event in Boston, follow the link below: https://lnkd.in/ev9fYAyh