Infographic – Driving Growth Through the Channel
Through-channel marketing (TCM) has become a vital engine of growth for vendors. So what's driving the change and where do vendors need to focus to maximise its potential?
The Power of Verticals
B2B marketing in the technology sector is increasingly going vertical. From creating simple, industry-specific landing pages and adapted messaging, to fully separated, go-to-market (GTM) models for each market. Implementing the right vertical marketing strategy can drive sales significantly by increasing your relevance and profile. OneGTM specialise in building successful vertical GTM programmes for global B2B tech companies, including Samsung, Cisco, Vodafone, Centrica Business Solutions and HPE. For a detailed understanding of why vertical GTM strategies work and our 8 steps to vertical success, download our eGuide The Power of Verticals.
Unleash the potential of your channel
If you’re looking to steer your channel marketing programmes into the fast lane, you’ve come to the right place.
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 organization. However, all too often ‘thought leadership’ ...
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 ...
ABM: Fad or Fortune?
Account Based Marketing, or ABM, is one of the most talked about trends in B2B marketing. ABM enthusiasts make many claims – from improved Return on Marketing Investment (ROMI) to enhanced customer advocacy – but for those companies that have ...
From LinkedIn to leads
Being able to laser target marketing to very specific audiences has long been the holy grail of B2B marketers, which helps to explain the growing importance of LinkedIn as a way to reach targeted decision-makers. With improved analytics and filtering, ...
Does your go-to-market plan have a cowboy’s head and ballerina’s legs?
Companies need to have the right processes and frameworks in place. Each person involved in the process should be building on what’s gone before, rather than just taking the bits they need and discarding the rest.
When does a journey begin?
Research has shown that on average 60% of a B2B purchase decision is made before a buyer even speaks to a potential supplier, so it is vital to understand when their journey begins.
Infographic: The secrets to successful through-channel marketing
Download our Infographic for an engaging visual guide outlining the key principles you need to consider when creating successful through-channel campaigns.
EGuide: Why marketing in the marine industry must change
See why insight-driven content marketing is now essential for the marine industry, with an outline of the steps you need to follow to initiate your own strategy.
Ebook: All change – Building a Channel Strategy which is fit for purpose
In a market where change is inevitable and unavoidable, building the right routes to market strategy is key to any technology company’s success ...
Infographic: Is your channel strategy fit-for-purpose?
Routes-to-market in the technology sector are evolving as quickly as the technology itself. Without the right strategy and partners in place, vendors risk becoming as obsolete as the floppy disk.
Routes-to-market: Implementation Checklist
To ensure that you’re evolving a routes-to-market which is fit-for-purpose for tomorrow’s market, rather than one that worked yesterday, it’s important that you’re considering a full range of factors.
Why your current routes-to-market may no longer be fit-for-purpose
In this article, the first in a series of three, we will discuss how the pace of change across the technology industry is relentless, and many vendors have failed to adapt their routes-to-market strategies to reflect the shifting landscape.
How to build a successful channel strategy in a rapidly changing world
In this final article in the series of articles we will talk about how to make sure your channel strategy is fit for purpose.
How your routes-to-market strategy needs to adapt to reflect the new reality
In our previous article, we looked at the forces of change that are rendering many vendors’ routes-to-market strategies obsolete, including Cloud’s increasing presence ...
Why winning business through the channel means changing the way you play the game
Here we examine why vendors need a new approach to channel marketing.
Sales enablement: the missing link in your content marketing strategy?
In this article we discuss the importance of aligning your content marketing programmes with your sales efforts.
Winning Business Through the Channel
A framework to help channel partners deliver effective go-to-market programmes.
‘From Thought Leadership To Revenue’ – a checklist for success
A framework to help clients plan and execute thought leadership led programmes that deliver pipeline and sales.
‘From Thought Leadership to Revenue’ guide
Building thought leadership programmes that deliver results.
Phil explains our ‘From Thought Leadership to Revenue’ guide
Phil Brown gives an overview of our new guide, "Thought Leadership to Revenue"
In this data sheet we outline the range of Intelligent Partnering services which help channel-centric technology vendors and service providers engage with channel partners in the right way, in order to build stronger relationships and drive incremental sales revenues.
Sales and marketing: best of enemies or sworn friends?
OneGTM commissioned research into the perceptions and attitudes of individuals working in sales or marketing roles within B2B in order to gain insight into the complex dynamics of their relationship.
Building a compelling partner proposition
In this data sheet we outline an eight-point framework for creating a compelling partner proposition, based on OneGTM’s experiences of working with a variety of channel organisations.
‘From Thought Leadership to Revenue’ workshop
Thought leadership is an increasingly vital tool in B2B marketing. Our From Thought Leadership To Revenue workshop is designed to help organisations understand the steps required to build a successful thought leadership programme.
What channels need to succeed
This paper shows the results of our nationwide survey to find out what makes channels successful.
How vertical should you be?
Focusing on key verticals enables firms to develop a deeper understanding of the challenges and opportunities facing particular groups of customers.
What’s in a proposition?
When building our value proposition it’s important that we build the full message framework, which includes defining the ‘Pillars’ of the proposition
Unblock your channels
OneGTM conducted research together with the Leadership foundation that gives insight into what technology vendors can do to improve their channel sales.
Lack of shared plans and political infighting undermining sales and marketing success
New research from OneGTM shows that the majority of sales and marketing professionals do not believe that their teams are fully aligned.
How marketing can get the ear of the board
How can B2B marketing managers secure board level support in a business climate when funding for new projects isn’t easy to come by?
Cross-channel is the new normal for B2B
This article looks at how B2B technology companies could improve performance by engaging in a cross-channel go-to-market approach.
New channel opportunities in a cloudy world
This article looks at the new channel models that are emerging for cloud-based services, and the new partnering opportunities that are being created.
Steering a channel through the clouds
This article looks at the key questions that vendors should be asking themselves as they transition their channels to the new cloud-based world.