Blog

Partner Marketing Education – 8x8 – Partner Connect for Marketing

In the world of B2B Marketing there is no time to stand still. So, what if you are not a B2B marketer and you run a technology business but sell B2B solutions. How do you keep up to date and …  Continue reading »

Party Planning for Vendors and Partners

I am currently planning our daughters’ 3rd birthday party.  I don’t particularly want the contents of our playroom spread to all corners of the house, so I have hired a local hall. Invites have been put into book bags 6 …  Continue reading »

Channel Marketing as a Service (CMaaS)

Channel Marketing as a Service (CMaaS) sets a new standard in the delivery and management of co-branded partner marketing programmes. This breakthrough channel marketing approach bridges the gap between the partner and vendor by offering fully managed marketing campaigns facilitated …  Continue reading »

Getting Partner Recruitment right the first time

The ICT channel is a dynamic place. Every day we hear about the latest merger or acquisition and it seems that the speed of change is never going to slow up. Because of this consolidation of channel partners, vendors of …  Continue reading »

Being responsible, involves everyone in marketing…

When I was approached by the DMA to become a member of the newly formed responsible marketing committee, I thought about it for all of about 5 seconds and said ‘Yes’.  To be part of a committee dedicated to creating …  Continue reading »

2017 Comms Dealer Sales & Marketing Awards

Great to hear that the 2017 Comms Dealer Sales & Marketing Awards  are now open for entries. Now in its sixth year the awards process promises to be even bigger and better than last year! Last May, the awards finals …  Continue reading »

Immervox – Market Research and Business Proposition development for business growth

Immervox, a Value Added Reseller who specialise in business communication solutions wanted to engage an agency to conduct bespoke market research in their newly defined target market, based on vertical, turnover and job role. This research was then going to …  Continue reading »

Provide flawless event management and make your client feel on cloud nine

At Bowan Arrow we have worked with ShoreTel EMEA for over six years. In that time, we have managed a variety of marketing and channel partner activities. Originally, we were tasked with managing the ‘Accelerate Marketing Knowledge Series,’ a MasterClass …  Continue reading »

How are IT & Telco vendors changing their approach to Partner Marketing Enablement?

Successful partner marketing enablement programs can be measured in a variety of ways with vendors applying slight variations on the metrics that they collect, analyse and publish to determine the effectiveness of their channel partner relationships. The way that partners …  Continue reading »

Marketing Planning prevents poor footwear choices when visiting a farm

Last weekend, we wanted to get out of the house, get some fresh air and have a family adventure. We decided we would visit a local farm where we have visited before as they were having a ‘Lambing Open Day’. …  Continue reading »

Invest in marketing programs for the return, not the glory

We all love statistics and reviewing marketing metrics can get kind of addictive or maybe that’s just me? The balance of the science and the art thing is what makes marketing such an interesting, diverse and challenging profession. Marketing is …  Continue reading »

Channel Activation – Part 10 – Go to Market

In Part 10, we examine the final subject, go to market. If you have followed the nine previous steps and put them into practice the partnership now just needs to get to work and develop new business opportunities. At Bowan …  Continue reading »

Partner Marketing Campaigns – You can lead a horse to water…

Vendors are still trying to understand the best way to convince their channel partners to execute vendor specific marketing campaigns. Partners today like to remain independent and promote their own brand, therefore they create marketing campaigns without realising the benefit …  Continue reading »

Channel Activation – Part 9 – Partner Marketing Programs

In Part 9, we examine the subject of partner marketing programs. We look at how to ensure that the partner is fully aware of all aspects of a vendor’s marketing programs when entering a new vendor partner relationship. At Bowan …  Continue reading »

Channel Activation – Part 8 – Partner Business Benefits

In Part 8, we examine the subject of understanding the benefits of partnership. We look at how to ensure that the partner is fully aware of all aspects of vendor’s sales programs and incentives when entering a new vendor partner …  Continue reading »

Channel Activation – Part 7 – Partner Communication Planning

In Part 7, we examine the subject of joint communication planning. We look at how to ensure effective communication when announcing a new vendor partner relationship. At Bowan Arrow we have developed an approach called Channel Activation. Channel Activation is …  Continue reading »

Business Retention – Building and maintaining a profitable business is about more than one transaction

Over the past three summers I have hired three different gardeners and I wonder why none of them have called me at the start of the summer to book the job again. After all they have my contacts details all …  Continue reading »

Channel Activation – Part 6 – Partner Training

In Part 6, we examine the subject of partner training. Here we ask the question, what training & support is immediately available for the partner, from the vendor, to equip the partner’s sales, technical & marketing teams to be day …  Continue reading »

Channel Activation – Part 5 – Vendor & Partner Planning

In Part 5, we examine the subject of vendor & partner planning. Here we ask the question, what resources are both parties making available to plan the actual launch of their partnership? At Bowan Arrow we have developed an approach …  Continue reading »

Channel Activation – Part 4 – Partner Competition

In Part 4 we examine the subject of partner competition. Here we ask the question, what is the importance and significance of other vendor’s relationships to the partner and is there a possibility for channel conflict? At Bowan Arrow we …  Continue reading »

Channel Activation – Part 3 - Partner Challenges

In Part 3 we examine the subject of partner challenges. Here we ask the question, what impact will a new partnership have on a partners current levels of business? At Bowan Arrow we have developed an approach called Channel Activation. …  Continue reading »

Channel Activation – Part 2 - Partner Selection

In Part 2 we examine the subject of partner selection. Here we ask the question, will this new partnership increase geographical and vertical market coverage for both vendor and partner? At Bowan Arrow we have developed an approach called Channel …  Continue reading »

Channel Activation – Part 1 - Partner Mapping

At Bowan Arrow we have developed an approach called Channel Activation. Channel Activation is designed to build long-term business relationships between a vendor and a technology partner (reseller). Executed well, it delivers planned, measured and successful commercial partnerships. I will …  Continue reading »

EMEA Partner Marketing ROI model

Background VMware is radically transforming IT with technologies that make your business more agile, efficient and profitable. A pioneer in virtualisation and policy-driven automation, VMware simplifies IT complexity across the entire data centre. VMware delivers value to more than 500,000 …  Continue reading »

Channel Marketing - Marketing Master Class

Background Bowan Arrow’s Marketing Master Classes are a bespoke business development service designed to provide educational, marketing business sessions for both partners and vendors, run by an experienced, independent facilitator. They can consist of a single session or a series …  Continue reading »

Sales leads, who can choose to ignore them?

Last year we were in the process of renovating the downstairs of our house. For those that have undertaken any form of renovation you will know that there is a whole lot of research involved and a large amount of …  Continue reading »

Bowan Arrow develops new partnerships to enhance its channel marketing programmes

Bowan Arrow has just made three new strategic alliances, with Lead Forensics, CleverTouch and LolaGrove™. Bowan Arrow is an independent, channel marketing consultancy, delivering targeted marketing solutions to global technology businesses. Bowan Arrow was established in 2009 by Andy Grant, …  Continue reading »

March is Marketing Master Class Month at Bowan Arrow

It is quite a busy time at Bowan Arrow HQ as we are not just preparing for one but two Marketing Master Class events in March in successive days March 13th & 14th . Bowan Arrow has worked with ShoreTel …  Continue reading »

Bowan Arrow supports UCA Farnham Rugby Club and St Marys Infant school

Bowan Arrow, a Surrey based channel marketing consultancy, has been named as official shirt sponsor for the University for the Creative Arts (UCA) Farnham Rugby Team.  The young rugby students can study a wide range of creative arts subjects at …  Continue reading »

Industry Awards : You have got to be in it, to win it

There seem to be a lot of industry awards available for businesses to enter throughout the UK and EMEA. Some of the awards require an entry or administration fee but many are free of charge. Many of the awards are …  Continue reading »

Presenting Marketing Best Practise sessions at vmware Partner Exchange in Reading & Leeds 2012

I was recently commissioned by Diane Paternoster, EMEA Senior Manager, Channel Marketing to write and present a Marketing Best Practise session at vmware’s Partner Exchange in Reading & Leeds. The session was broken into 3 , 45 minute modules. I …  Continue reading »