Growin · B2B Marketing
Channel marketing for IT vendors and resellers
Channel marketing for IT vendors and resellers connects technology with the market. The vendor brings the technology. The partner knows the customers. We connect the two through a clear offer, a joint campaign and a sales process ready to follow up.
Let’s talk30-minute free consultation
Who it is for
Vendors activating their channel and resellers, MSPs or system integrators turning technical capabilities into enquiries. We start with the segment, decision-makers and partner offer, before selecting channels.
How we work
We define the objective, message and vendor/partner responsibilities. We prepare content and the enquiry journey, select channels and agree who owns follow-up. Where MDF is available, we check conditions and approvals before committing budget.
What we measure
We separate reach, enquiries, qualified contacts and sales-confirmed opportunities. Reporting connects activity with available outcomes using agreed definitions. A form submission alone is not pipeline.
The channel marketing process
1. Align vendor and partner. Identify the segment, customer problem and offer. The brief separates funding, approval and ownership of the sales relationship. 2. Develop the proposition. Translate the technology into a message the audience can assess. Agree content, call to action and contact destination, taking account of the partner’s capacity to respond. 3. Coordinate launch. Schedule activities, reviews and handovers. When co-funding is planned, programme checks precede spending and evidence is collected during delivery. 4. Review outcomes with sales. Connect campaign data with feedback about contacts. Use that discussion to decide what to continue, improve or test next.
Who should be involved in a channel marketing project?
Include the vendor marketing contact, the partner lead and the person responsible for sales follow-up. Before launch, agree the offer, audience, approval process and response times. A shared calendar helps avoid launching campaigns that the sales team cannot support.
Do we need MDF to run co-marketing?
No. The project can use your own budget or shared funding. To use MDF, check the applicable programme and obtain required approvals before spending. Including a vendor logo does not in itself make a campaign eligible for reimbursement.
How do we assess a channel campaign?
Connect activities to agreed goals: participation, relevant enquiries, meetings or sales-accepted opportunities. Impressions and clicks describe distribution but do not prove commercial value on their own. Partner feedback helps distinguish contact volume from contact quality.
30-minute free consultation
Let’s start with your goal.
Tell us what you want to promote, your audience and your budget. We will define the first step together, with or without MDF funding.