Rethinking How Technology Marketing Content is Created

The explosion of new mediums and more competition for share of mind between value-added resellers (VARs) and technology marketers – along with fewer VARs controlling larger portions of the market – have left channel marketing managers scrambling.

To maintain a competitive advantage, savvy technology marketers must rethink how marketing content is created and who creates it. Gone are the days of providing resources and co-op funds and then simply walking away. Today, much more synergy is needed and expected. And the automation of key marketing processes is vital to driving this synergy.

Through automation, channel marketers and manufacturers can tightly integrate marketing messages, connect multiple mediums and collectively move a prospect towards purchase,
in a more cost-effective and expedient fashion.

This Distributed Marketing Leadership Series guidebook for technology marketers examines:

• new methods for creating and distributing content;
• how marketing automation can enable synergy across the channel;
• how to manage co-branding; and
• key principles for winning the hearts and loyalty of channel marketers.