How to Measure the Success of Your Social Media Marketing

Like all marketing channels, social media must prove its viability to receive continued budget. Calculating the return on investment (ROI) of your social media program can be challenging, but it can also illustrate the effectiveness of your social media strategy.

Start by following these steps to enable you to better measure the effectiveness of your programs.


Emerging Vendors Need To Build Channels Earlier, Not Later

Engaging the channel later in a company's evolution may have made sense back when the channel's chief role was sales fulfillment – selling and distributing a vendor's products in markets and geographies that it couldn't otherwise reach. But the role of the channel is changing – indeed, it already has changed – from a sales and distribution focus to providing solutions around a vendor's products and, more recently, providing strategic services around those solutions.

Tech Is Moving Faster than Ever, Offering Huge Vendor and Partner Opportunity

The faster-than-ever pace of technology is causing massive disruption to business models and pushing consolidation. Yet it’s also leading to new, sometimes eye-opening opportunities.

What Role Should Public Relations Play in Your Marketing Mix?

If you are having a hard time deciding how to integrate public relations strategies into your marketing plan, you are not alone. The lines have become so blurred in this age of integrated marketing that PR and marketing tactics are consistently crossing paths—but are typically not coordinated in advance.

Are You Thinking About Strategic Service Providers?

The growth in cloud is changing the channel partner’s role, which requires technology vendors to rethink the structure of the vendor-partner relationship.

Tips for B2B Social Media Marketers

While B2C marketers may be considered the early adopters of social media marketing, B2B marketers have long since embraced this valuable platform. Social media marketing enables us to quickly and effectively communicate our value proposition to an increasingly large, captive online audience. It provides a proven way to expand relationships and establish trust—not too dissimilar from our B2C counterparts.

How to Leverage the Partner’s Journey for Successful Partner Recruitment and Development

Many IT suppliers focus almost exclusively on the partner-supplier relationship and don’t make a serious effort to reach out to solution providers until (and unless) they become a member of their partner program. While it is extremely important to support and enable your partner program members, it’s also important—believe it or not—to support and enable prospective partners. Why? Because if you are not participating in the Partner’s Journey leading up to a technology or partnering decision, you are missing out on valuable opportunities to capture partner mindshare, win new partnerships and motivate existing partners to sell more.  

Top Social Media Platforms for B2B Marketers

With 92 percent of B2B marketers reporting they use social media, the question is not whether or not you should embrace social media marketing—but where you should focus your efforts.

Vimeo, LinkedIn, You Tube, Facebook, Instagram, SlideShare, Twitter, Tumblr, Bitly, Google+, Vine, Pinterest—if marketers today have anything, it is certainly a wide range of social media platforms from which to choose

If you are new to social media marketing, this can be a very daunting list. If you’re not, it’s probably just exhausting. The good news is that when you look at your target audience, this overwhelming list of social media network options will fall away—and reveal the few networks with which your audience actually engages.


Introducing the Partner’s Journey: A fresh approach to channel partner recruitment

If you work in marketing, you’ve probably heard of the Buyer’s Journey. It’s the concept that any product purchase is a process, not simply an act, which can be likened to a physical journey. The process consists of multiple phases, beginning with research and ending with a decision to buy. Conventional wisdom dictates that a consumer has completed 70 percent of this journey before even speaking to a salesperson. The message of this narrative is that, contrary to what retailers once thought, there is more than one opportunity to influence a buyer’s decision and resulting purchase—there are multiple opportunities that arise well before the consumer enters a store.  

Managing Millennials: Where women have an edge

We have all read the studies on the influx of millennials who are expected to represent 25 percent of the workforce by 2020. We talk about how that will change business culture.  This is not news to anyone, but there is strong agreement in just about every article that millennials are growing at a faster rate as a percentage of the workforce and they are looking to be managed and motivated differently than what is common practice today. I submit that the skills needed for success in the future workplace are the skills that women have been bringing to the table for hundreds of years.