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New Rules of Marketing

April 21, 2010 — 3 Comments

If you resell technology, stop wasting joint marketing funds provided by your partners.  Over a billion dollars in unspent funds are reported each year, meaning there is money available, however, dysfunctional marketing campaigns are destroying the channel’s ability to access this money.  Use this money with a well planned marketing strategy and show a return – earn the right to more than your share.  Companies like HP, Cisco, Oracle, Sonicwall, etc. all have funds to support these types of activities.  The goal should be to choose your partners based partly on technology and partly on their willingness and ability to support you as a reseller.  From there, it’s up to you to demonstrate your ability to bring incremental business to the table.  But be careful…

Marketing is different now!  You can’t run an event and advertise “storge UC/Voip, Data Center, or Network Security” and expect decision makers to show up, and you can’t have your local vendor or internal SE be your featured lunch-and-learn speaker.  However, events are a great way to attract higher level audiences if you present the right things in the right way.  Educational based marketing is powerful, and between social media and properly planned events, resellers can demonstrate tremendous value.  This video provides a few minutes of insight on this important subject!

© David Stelzl 2010

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