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OneGTM Blog

Keeping you up to speed with industry and agency developments, the latest go-to-market thinking and our views on whatever catches our attention.

Cutting through in a crowded cloud
23 March 2022
Cutting through in a crowded cloud

The latest research shows the market for all things cloud – whether its services, infrastructure, tools or applications – continues to grow rapidly. But with the market getting more crowded, and the [...]

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How vertical should you be?
10 March 2022
How vertical should you be?

With 66% of B2B buyers saying it's important that a supplier's messaging speaks directly to the needs of their industry, it's not surprising that verticalisation is currently high on the agenda of [...]

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Campaigns-in-a-Box: gifts that keep on giving or disappointing fails?
25 January 2022
Campaigns-in-a-Box: gifts that keep on giving or disappointing fails?

The concept of a Campaign-in-a-Box has become a popular component of vendor through-channel marketing programmes in recent years. However, what’s in the box isn’t always a source of delight for [...]

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10 steps to better through-channel marketing
07 September 2021
10 steps to better through-channel marketing

Through-channel marketing has never been more important. Vendors use it to get cut through in competitive markets by leveraging channel partners’ unrivalled understanding of customer needs. But not [...]

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The seven deadly sins of through-channel marketing
31 August 2021
The seven deadly sins of through-channel marketing

Through-channel marketing has become a vital weapon in a vendor’s go-to-market armoury. Those that get it right benefit from increased demand and a more engaged partner community, those that don’t, [...]

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Welcome to the new age of through-channel marketing
10 August 2021
Welcome to the new age of through-channel marketing

The go-to-market model for vendors and channel partners is more complex and fluid than ever. Vendor-centric, product-focused, one-size-fits-all campaigns are out. Joint propositions, collaboration, [...]

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Is your 'thought leadership' leading to more sales?
24 May 2021
Is your 'thought leadership' leading to more sales?

Recent research has shown just how big an impact thought leadership can have on B2B purchase decisions, with 89% of business decision-makers saying that thought leadership is effective in enhancing [...]

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What do vertical marketplaces mean for B2B vendor go-to-market strategy?
17 February 2021
What do vertical marketplaces mean for B2B vendor go-to-market strategy?

Vertical B2B marketplaces are having a significant impact across many industries, no longer just confined to low value, commodity purchases, but increasingly used for complex, high value sales. This [...]

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The benefits of vertical marketing
09 November 2020
The benefits of vertical marketing

Let’s say you’re a B2B tech company wanting to target the C-suite of enterprises with 500 to 1,499 employees. You aim to develop content that doesn’t just catch their attention, but engages them to [...]

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The drivers behind verticalisation
05 November 2020
The drivers behind verticalisation

For B2B tech firms, focusing go-to-market activities around key verticals isn’t a new approach, but significant market trends are making it an increasingly important one. Changes in who’s making tech [...]

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