Channel marketing

SUMMARY: Business-to-business marketers selling via reseller channels share a common challenge with consumer electronics marketers. How do you get reseller's reps educated (not to mention excited) about the bells and whistles of your complex products? Check out this before-and-after Web site revamp story about a mobile phone maker's online university for retail reps. (And be sure to forward this link to your Web design team, too.) read the complete case study

SUMMARY: If you rely on resellers, distributors, influential consultants, or other channel partners to get new customers or move inventory, here's your wake-up call. Channel marketing is in a state of crisis. MarketingSherpa's research team has published a new seven-page special report for you, including useful background, study data, and details on the top three channel marketing 'Pain Points' you should address immediately: read the complete article

SUMMARY: Whether you work for a quick service restaurant chain, or you are considering partnering with one, definitely check out our interview with Dunkin' Donuts' Kelly Fattman. She shares tips on packaging, low-cost promotional campaigns, dealing with competition, and what other types of companies her brand would like to partner with. read the complete interview

SUMMARY: Ads in third-party newsletters can generate plenty of leads. But you should focus on an ad campaign's longer-term effect -- not simply immediate clicks.

A new study by a professional association offers 4 takeaways for marketers wanting to maximize the impact from enewsletter ad campaigns. Among the findings: trust and believability go much further than tantalizing incentives. read the complete article