Helping Equinix partners respond rapidly to the new reality

In a recent blog we discussed the importance of vendors and service providers proactively supporting their channel partners during the current Covid-induced crisis. OneGTM client, Equinix offers a great example of how a company can move quickly to help partners, and by extension those partners’ customers, to respond to the challenges presented by COVID-19. ...

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8 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 all through-channel marketing campaigns are equal, and it can be all too easy to get things wrong. So, when it comes to through-channel marketing, what it is that separates the best from the rest? We’ve identified eight key factors that mark out the very best campaigns. Adopt these principles and the results will soon follow. ...

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Supporting your channel during the COVID-19 crisis

It is unquestionable that the COVID-19 outbreak is having a profound impact on every element of work and personal life. At this stage, most businesses are still working out what the impact is on them, in terms of their workforce,their supply chains, and demand from their customers. But the bottom line is that all businesses need to find a way to keep going during this time of unprecedented disruption. ...

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Channel or ecosystem? Partnering in the era of complexity

  With IT complexity increasing and partner specialisation on the rise, existing channel models need to evolve. IDC have forecast that by 2022, 30% of IT spend will be developed and consumed through ecosystems.[1] In this article we look at thegrowing importance of partner ecosystems, and the implications for vendor channel programmes. ...

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Winners of The Killer Content Awards 2020!

OneGTM are delighted to have won at the Killer Content Awards 2020! During the award ceremony which took place in Scottsdale, Arizona, it was announced that our campaign for Samsung Electronics America won the ‘Best Channel Partner Marketing’ award. ...

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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, see ever diminishing returns from their channel marketing investments. Many vendors are still on a steep learning curve in this area. So what are the pitfalls to avoid? In the second article in our ‘Driving growth through the channel’ series we look at the seven deadly sins of through-channel marketing. ...

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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. Collaboration, customisation and partner engagement are in. Through-channel marketing is a fast-changing area and an increasingly vital one for vendors to get right. So, what’s driving its growing importance? ...

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Who will be crowned B2B’s ‘best of the best’?

OneGTM is a finalist for the B2B Choice Awards 2020! After entering the Killer Content Awards for the ‘Best Channel Partner Marketing’ category, our Samsung campaign was put forward for the B2B’s Choice Award (essentially B2B’s 'best of the best’)! ...

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Content: the long and the short of it

With the demand for fast information, and snappy opinions, easily digested on a mobile device, you would be forgiven for thinking that long-form content is no longer relevant. However, higher word-count publications (>1000 words) have hidden benefits, and changes in B2B purchasing trends are driving the demand for greater depth. So why is long-form content still relevant? ...

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Is your ‘thought leadership’ leading anywhere useful?

  Recent research has shown just how big an impact thought leadership can have on B2B purchase decisions, with 58% of business decision-makers saying that thought leadership has directly led them to award business to an organisation.[1] However, all too often ‘thought leadership’ initiatives miss the mark – failing to deliver any tangible rewards or in some cases even doing damage to a company’s reputation. So how do you avoid the pitfalls and ensure your thought leadership programmes lead to real value for your business? ...

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