The Channel logo

back to article Product-led campaigns just don't work for vendors or resellers

Nobody really cares about product feature differentiation anymore - feeds and speeds just don't cut the mustard. But the battle among tech vendor marketers to configure their programmes and content to this new engagement model has now really heated up. Their marketing content now needs to be compelling to business buyers as well …

COMMENTS

This topic is closed for new posts.

Interesting article, thanks Peter.

I often utilise MDF from vendors and have learnt that executing these in ways which DO lead to an ROI for your partner is a great way to develop relationships within the industry. Much more beneficial long term than using MDF to add to a resellers bottom line. I have built a good network of external agencies – lead generation companies, branding specialists and more – to ensure that we have a variety of different paths we can look at with each different activity. Not all activities include the agency involvement but then I have done a number of cobranded campaigns FOC for vendors.

Personally, I find that (although this may be obvious), the trick is always in the call to action. For instance, customers do not care that HP spent $300million on R&D for the Gen8 servers. However, this is suddenly of interest to them if you give them the option to explore this at a demo lab. The opportunity to see and touch a product wakes up the sleepy IT Manager who is bored of being spammed with the £10 off box bonus.

0
0
This topic is closed for new posts.

Opinion

frustration_anger_irritation_annoyance pain

Felipe Costa

Pressure to perform for stock market bearing down on disties
Columns of coins in the cloud

Michael Cote

Anything that simple to use has got to be complex to set up
Internet of Things

Gavin Clarke

This time, Larry's Oracle is going after the networking giants

Features

No email? No CRM? No Daily Mail iPad edition? You need a plan
Sinofsky's hybrid strategy looks dafter than ever
Failure to crack next-gen semiconductors threatens to set back humanity
SMEs get lip service - what they need is dinner at the Club