Cracking the Code for Channel Marketing


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Understanding buyer psychology is perhaps the most perplexing challenge marketers face in today’s times. Opinions and perceptions are strongly influenced by what is seen and heard and believed to be true. It’s no wonder that OEMs, VARs and other channel marketers are constantly trying to find a formula that will help them communicate succinctly and in a personalized manner with their customers. Sometimes, the simplest way to “crack the code”, however, is to go back to the basics. We get so caught up in crafting “clever” communication strategies to say what we want to say that it’s easy to lose track of “what does the customer want to hear; what information is the customer seeking?”

I was asked in a recent interview with Channel Marketer Report how channel marketers can compel prospects to interact with their brand. As I have always said, VALUE is the key. If your brand and what you communicate about your brand carries enough perceived value for your buyers, they will want to interact, communicate and eventually, move towards conversion. Note that I say, “Perceived” value—which means that a prospect must actually find the strong promise of benefits, advantages over other alternatives in the market, confidence in your “offering” solving a real problem, the surety of return on investment, lasting value, and so on. Without these factors, your product or service is like any other among hundreds, possibly thousands of others. Demand generation will become a reality when you are able to communicate and show your buyer that what you have is genuinely better than the rest because it is the answer to their challenge. That’s when you’ve “cracked the code”.

I have explained my thoughts on demand generation goals and strategies in greater detail in this interview—you can read it here at Channel Marketer Report.

Do you have more questions or comments? Let’s discuss.

Republished with author's permission from original post.

Louis Foong
Louis Foong is the founder and CEO of The ALEA Group Inc., one of North America's most innovative B2B demand generation specialists. With more than three decades of experience in the field, Louis is a thought leader on trends, best practices and issues concerning marketing and lead generation. Louis' astute sense of marketing and sales along with a clear vision of the evolving lead generation landscape has proved beneficial to numerous organizations, both small and large.


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