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 understand the new marketing applications and approaches that will help your business stay connected with existing clients and get connected to new customers? This is the area where the smart technology vendors are stepping in and helping their partners to become educated in new marketing techniques and specifically demand generation.
Whether it be understanding the new General Data Protection Regulation (GDPR) or the next iteration of marketing automation or even the move to AI (Artificial Intelligence) in B2B marketing there is a plethora of content and companies wanting end users to interact. If it’s industry events, networking sessions, how to videos, webinars or online information you need to be selective and search out the content or knowledge will help you in your role or solve your business pain point. You could say that there is too much choice and it’s a wonder any B2B marketer has time to fulfill their role.
Channel Partners understand a potential customer’s business problem and will happily provide a suitable solution because they know technology. That is not the problem, the partners need the vendors help to develop other areas of their business such as demand generation and brand awareness. The benefit is enormous because everyone involved understands that the educational process is continuous. The 8×8 team believe in providing their partners with business tools to help them to create compelling joint propositions and that is why 8×8 UK worked with Bowan Arrow to create and manage a new education program called 8×8 – Partner Connect for Marketing.
In March, we held the first 8×8 – Partner Connect for Marketing at 8x8’s prestigious London offices on Whitechapel High St. This was the first in a series of educational events for 8x8’s UK Channel Partners with a focus on Marketing education and practical examples of how best to develop and execute joint demand generation programs.
The agenda included presentations from Charles Aylwin, Channel & Public Sector Director, 8×8, followed by Glynn Davies, Head of Search Strategy at Pi Datametrics and Gareth Thomas, Founder & CEO Capella PR, both existing suppliers to 8×8 in the UK. After lunch Zach Thornton, External Affairs Manager, DMA, addressed that elephant in the room General Data Protection Regulation (GDPR) and the countdown to May 22, 2018. The day concluded with presentations from Russell Tilsed, Head of Public Sector Sales, 8×8, Andy Grant, Managing Director, Bowan Arrow and Debbie Robertson, UK Marketing Director, 8×8.
The feedback from partners was excellent. Many asked when 8×8 can run another marketing event so that they can invite their colleagues to both understand more about 8×8 and the breath of business solutions whilst also to helping them develop and update their joint marketing plans, making the best use of the MDF funding available via 8x8’s Partner Connect program
At a time when there are so many new options available for Channel partners to adopt into their B2B marketing mix it was refreshing to help the vendor and partners to work together to ensure they were all pushing in the same direction – to create more joint business opportunities.