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Create an Emotional Connection with Your Brand

There seems to be a long held tradition in B2B marketing, especially in the Telecom and IT space, to be as boring as possible.  What I see most frequently in the market is a very stiff, feature-advantage-benefit oriented approach to messaging.   I think it’s byproduct of so many years of selling on features, "speeds and feeds", and “bits and bytes”. This may have served partners well in the past, but the market has shifted and the way customers buy has changed.  Your brand as a trusted advisor needs to change too. 

Break the 80/20 Rule Part Two

Last post, we discussed some strategies to use targeted marketing strategies in your partner recruitment and channel marketing efforts. This week, let's talk about all those inactive partners that you already recruited and that aren't producing. We've got some strategies to get more partners active, and the active partners selling more, that will get some new revenue flowing.

How to Break the 80/20 Rule with Channel Marketing

Everybody hates the 80/20 rule, but it's so common in the channel that we just accept it. Or in some cases, we may over react to it. Here is a two part series taking a holistic look at how to improve your partner activity levels, starting with the first post here where we'll cover three strategies for recruiting partners that will produce.

The Robot Neurologist and the Human Side of What We Sell

While tending to a family member who had a hospital visit this past weekend, I was introduce to a device that enabled a specialist to monitor her condition remotely. This real-life application of computer and connectivity technology that we sell everyday combined for a powerful reminder that there's human side to what we sell, and that we do a poor job selling the human benefits.