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.

Forums

Opinion

Windows 10 on Surface 3

Tim Anderson

It's do-or-die for Microsoft's new operating system on 29 July
Wine Taps by N Wong, Flickr, CC 2.0 License

Simon Sharwood

Clouds sell compute by the glass. On-premises kitmakers want to sell wine-as-a-service

Greg Knieriemen

Privacy, security, information sovereignty, what we all want, right?
Microsoft's Joe Belfiore, speaking at Build 2015

Andrew Orlowski

Redmond devotees may as well have demanded manga desktop wallpaper

Features

Android icon desktop toys
Nice devices, now speak 'enterprise' to me
Standard Form 86 reads like a biography of each intelligence worker
Protestor barricade image via Shutterstock
Breaking through the hardware barricades to a new network state
Racecar