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 …
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.
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