Author: MV Editor

Why Settle? Innovate Your Strategic Alliance Marketing for Better Results This blog is part of a series featuring insights from partner marketing leaders worldwide. Our guest writers share their experiences, challenges, and lessons learned in the ever-evolving partner ecosystem. Not long ago, dramatic performances were exclusive to the stage, with audiences attending live shows. Technology changed that, making entertainment accessible through movies in theaters. Over time, movies became available for home viewing, first on VHS tapes, then DVDs, and later through digital streaming services. Today, we can enjoy films on demand, delivered to the device of our choice. This shift…

What is Multi-Threading in Sales and Marketing? Multi-threading is a strategy where sellers build relationships with multiple decision-makers and influencers within a target account. Instead of focusing on just one point of contact, multi-threading helps establish connections with various stakeholders, creating opportunities not only to secure the first deal but also to drive long-term growth and retention. The more stakeholders you engage, the stronger the relationships become—ensuring that if someone leaves or changes roles, you still have connections with others in the organization. Traditionally, multi-threading happened naturally during face-to-face meetings or events, but today it primarily occurs virtually. Sellers now…

3 Critical Elements of a Successful Partner Marketing Plan As partner marketing teams face growing pressure to execute and scale their programs, having a solid, well-structured plan is crucial to success. While the specifics of each plan may differ based on program size, partner types, and other factors, there are some key elements that can drive consistent results. At a recent Partner Marketing Visionaries Summit, Kristin Heisner, Head of Global Partner Marketing at Commvault, discussed these elements with leading partner marketing experts: Scott Batchelor from Conga, Tricia Blade from Trellix, Kirstan Ryan from Dell Technologies, and Lori Gabrielli from Alteryx.…

3 Ways to Use Intent Data to Improve ABM Outcomes While the benefits of Account-Based Marketing (ABM) are widely discussed, less is said about the effort and resources ABM requires. Unlike other marketing strategies, ABM involves a more intensive focus on a smaller set of high-value target accounts. To generate more revenue from this limited pool, ABM teams must create highly tailored campaigns that speak directly to the unique needs of each account. To succeed with ABM, it’s important to adopt a mindset that embraces learning from early setbacks. Teams should plan with the intention to improve, innovate, and adapt…

How AI and Intent Data Can Boost Personalization at Scale As a marketing strategist with over a decade of experience, I’ve seen personalization strategies that range from highly effective to entirely ineffective. The harsh reality is that relying on outdated methods and generic data will no longer set your business apart. In this article, we’ll explore how generative AI (GenAI) and intent data can work together to create more meaningful personalization at scale. Personalization: What It Is (And What It Isn’t) Personalization is all about creating unique interactions, content, and messaging that directly address a buyer’s pain points and speed…

Why Context and Quality in Lead Generation Matter More Than Cost and Volume Watching some well-funded “big ideas” stumble, like crypto’s $2 trillion decline in 2022 or SoftBank’s $27 billion loss, got me thinking about how these cautionary tales reflect our own experiences with go-to-market (GTM) strategies. In retrospect, these debacles seem avoidable, right? Then you look at the continued rise of low-cost programmatic ads, despite their negative effects on brand reputation and high rates of fraud. Or consider how marketers, even in fixed markets, keep pushing for more “leads” at lower costs. There’s also the surge in cold calling,…

3 Ways to Maximize Your Lead Gen Potential by Thinking “Outside-In” Every day, clients come to us with lists of people they want to target. These lists are often built from three classic building blocks: While this is important work and can provide a good starting point for lead qualification, it also creates a big gap in your overall lead generation strategy. These traditional methods are heavily based on 1st party data—information you’ve already captured about contacts’ interactions with your business. The problem is, they focus primarily on what you already know. In reality, there’s a much larger market of…

3 Key Areas to Strengthen Channel Marketing and Drive Growth In the fast-paced world of pipeline and revenue generation, channel marketing teams face immense pressure to drive growth. Despite the uncertainty many channel teams are navigating, leaders remain optimistic, and there’s a growing sense of collaboration among vendors, partners, and distributors. To explore current trends shaping the EMEA channel ecosystem, I spoke with experts Neil Langridge (E92Plus), Vijay Mistry (Cisco’s ThousandEyes), and Simon Quicke (MicroScope). Here’s a summary of the three key insights we discussed on how channel marketers can improve their programs for greater success. 1. Bridge the Digital…