Channel marketing ‘2019 (part III)Eugene Kuryshev
(The end. In the beginning IT News No. 7-8/2019)
Features of the IT-market
Feature of the IT market in that the number of partner companies for many years, may remain relatively stable. However, any player one of the main goals – business growth, including
also through expanding the partner channel. How and what can help in these circumstances, the marketing?
Alexander Yanovsky (“marvel-Distribution”) explains that there are two important parallel objectives: on the one hand, expansion of the partnership base with other loyalty
existing partners and an increase in LTV, the profits generated by the client during the entire period of cooperation. To implement the first uses a variety of approaches – from processing incoming requests
and work with regional partners (because it is wide regional channel capable of generating new leads) to work with new, non-traditional IT distribution channels (children’s goods, goods
health, DIY, etc.). The second problem can be solved using traditional B2B marketing: various incentive programs, partnership arrangements, electronic services. In the end
you must understand that the market is very volatile and it is necessary to offer our partners the solutions and products which to date is beneficial for all parties, concludes g-n Yanovsky.
Alexander Yanovsky (“marvel-Distribution”):”Marketing strategically helps us to enhance our emphasis on the products that are in trend”.
Olga SDO (Axoft) believes that opportunities for business growth and partner channel weight from the expansion of the product portfolio of the partner in accordance with the priorities of the company to the joint
marketing, designed to increase business and fill the sales funnel.
Tatiana Alekhina said that to preserve the kernel’s key partners, retaining loyalty for many years, and attracting new AUVIX resumed in 2019 holding
regional conferences under the Road Forum AUVIX: “Digital transformation and AV: the point of growth of your business.”
Anastasia zakharenkova believes that its customer base is expanding, including due to new segments of the IT market, such as security and surveillance, industrial automation, etc
D. In particular, for several years, ELKO has been practicing the exit conference for the participants of the market, one of the main objectives of which is to acquaint customers with new products that
most appropriate for their type of business.
Anastasia zakharenkova (ELKO Russia):”the Total number of partners is growing. Contribute to the digitalization and development of artificial intelligence. To the classic IT is added adjacent channel partners, previously ran a parallel way.”
Natalia Kondoh (OCS Disribution) notes that the last couple of years the number of partners is really stable, moreover, in moments of crisis, when many players left the market and part of
business redistributed among the remaining, their number were decreased. At the same time today, the growth of a business largely depends on qualitative work with already existing partners
and its product portfolio. It is necessary to form an interesting partnership proposals and develop new areas – it often brings new partners working in related
segments and communicate with vendors and loyal dealers, concludes Ms. Linduh.
Natalia Kondoh (OCS Disribution):”In our days is not to say that business growth depends on the growth in the number of partners, except for periods of start – and for our new rulers is, of course, the most important task”.
Svetlana Tumanova (RRC Group) believes that the gradual redistribution of the market still takes place: some players leave, and manage to intercept a portion of the channel from colleagues that allows slowly but surely
to grow. In order to stay on the market, prepared to face original partners and in document management and delivery, and consolidation projects, to assist in entering
new markets. Among the rather narrow, but interesting trends in the portfolio RRC Group Ms. Tumanova calls solutions for automatic data identification and information security: this
closed high-margin markets, and network partners with interest and gratitude to their master. “In addition, a couple of years ago we started with a cloud project and opened the Department of RRC Soft. Learn
now our partners to explore sale of cloud solutions,” she adds.
Svetlana Tumanova (RRC Group):”From the point of view of marketing, we still increase the number of partners slightly, but consistently and annually. And each time through different tools.”
Nataliya Salakhutdinova (HPE) I agree with my colleagues that the development of long-term relationships with existing partners and establishing new relationships – are equally important components of the strategy.
Faster integration of new work with products and solutions aimed HPE programme HPE Partner Ready. “Within its framework we provide access to learning opportunities and deepen competences
provide not only informational, technological, and marketing resources. For example, we have a special digital centre, where the available ready materials for publication in social
networks,” – says Ms. Salakhutdinova. Not less important for long-term partners to publicly celebrate their achievements in implementing new technologies and solutions, assign them ranks top
the results of each year of cooperation.
In recent years, the labor market appeared a huge number of vacancies SMM-managers – specialists who are able to work competently with social networks and media outlets. However, sometimes there is
the feeling that the role of SMM is somewhat overrated, at least in regard to the development of the traditional companies with established business relationships. In some cases, SMM-direction works
solely on maintaining the image and does not help in attracting new customers, or its contribution is insignificant. Whether so it actually or the rules, as usual, there are exceptions?
Alexander Yanovsky considers SMM-direction image tool rather than an instrument of lead generation. The fact that quite a few partners “marvel-Distribution” prefer to follow
company news and communicate with its representatives in social networks, rather than using a traditional website and email. “But in the future, in our view, in the B2B segment of the SMM role in attracting new
clients and generating sales will increase,” – concludes g-n Yanovsky.
Olga SDO notes that SMM is now “the hype,” says today’s youth, but Axoft this direction brings tangible benefits: the company is actively working with social media within
PR support, filling, including, and due to this tool, the sales funnel. But the Russian practice of SMM in the B2B market is just being formed, and some work with social networks are still
have to be regarded as an experiment.
Olga SDO (Axoft):”Progress is being made: some types of content we promote exclusively through social media channels that give you up to 70% of the traffic.”
Tatiana Alekhina (AUVIX) emphasizes that SMM-direction largely used for developing the image: the company’s specialists carry out a page in Facebook where I publish news,
invite partners to events and announce a marketing program. This allows you to give partners a clear signal that AUVIX is open for any communications.
Anastasia zakharenkova (Russia ELKO) SMM called a dedicated line marketing, which must have your strategy, message, and meaning. Today to learn about how the company lives its
the latest news and details of current events through a social network. “In this case, we work on the image of the company,” says colleague Ms. zakharenkova.
Natalia Linduh emphasizes the role of social networks as sources of information for a growing number of people that need to be considered. Currently, OCS has virtual
representative offices in almost all major social networks and messengers. “We analyzed user activity, the responses to certain publications and I try to adjust the content to maximize
to meet the expectations of the audience,” she says.
Svetlana Tumanova (RRC Group) says that work with SMM, the company has started rather in accordance with the fashion – type must have, “something that should be in every girl’s wardrobe”. However
today, she is convinced that this direction works well for attracting new partners in a number of segments and the potential is not fully disclosed.
Nataliya Salakhutdinova (HPE):”Given that our company is the business working with other businesses, we focus on image-building function and corporate communications: in particular, we consider social networks a key channel of information and for maximum use of it.”
Omnichannel, Content marketing, IT-channel, IT-market, Marketing
Journal: Journal IT-News [No. 09/2019], Subscription to magazines