Sep 26, 2018
Part 1 – About Dan Mott, Lifelong Learning and IT Channel Marketing Basics
01:15 – Dan Mott as a person; his background following
influencers like Seth Godin, Gary Vaynerchuk, Tim Ferriss to fuel
his addiction to lifelong learning, tacit knowledge
07:05 – Back to college, how did Dan get into marketing and IT
focused industry with no background
11:00 – Intro to his role as Director of Marketing at A Fluent
Vision
13:00 – What is IT marketing and the channel: manufacturers,
distributors, resellers/ solution providers/ partners.
16:15 – Using a hospital system’s IT needs as an example, Aaron
outlines the structure of the IT channel and why IT solution
providers and distributors exist and why the manufacturer “sells
and markets” through the channel
20:00 – Dan explains why direct sales staff focuses on Fortune 500
but couldn’t compete direct to consumer at scale
21:00 – Dan talks about the State of Partner Marketing Report for
2018; Conducting research for 2019
23:45 – MDF (Marketing Development Funds) specifics channel sales
team, don’t know how to use or have access; sometimes as high as
70% funds expiring
Part 2 – The State of Partner Marketing for 2019 and Common
Challenges for Manufacturers, Distributors, and Solution
Providers
27:00 – Manufacturer concerns that solution providers are hurrying
up to use the funds and how manufacturers are better enabling
partners
29:15 – Solution providers are getting sophisticated; trends
channel primarily “shipped boxes” but now getting niche and
specialized and leading with their brand versus focus on
co-brand
31:45 – Aaron talks about Account Based Marketing and solving
business problems for the targeted companies (end users of the
technology)
33:50 – What to expect for 2019 in partner marketing and solving
problems for customers with IT marketing
37:40 – Tactics for doing tactics is pointless, much more
programmatic and long term strategy for building brand and lead
gen, nurture becoming more beneficial and necessary
42:00 – Dan’s final comments regarding the ongoing battle with
sales and marketing and the accountability of each; how sales and
marketing can help each other