Channel Experts Webinar

On-Demand Presentation—View the presentation, and download the slides of the Balihoo hosted panel discussion, Practical Practices for Increasing Channel Revenue Through Marketing.

>> Register to view the recorded presentation.
>> Register to download the slides.

In the wake of the economic downturn, and slow, prolonged recovery, channel marketers are returning to the drawing board to figure out how to generate demand, and increase revenue. Often minimized as primarily order takers, a brand’s channel can be a powerful partner to generate demand.

Register, and Learn:

1. How to know which partners to focus on.
2. What tools and techniques can turn your channel into better marketers.
3. Why channel partners should be better local marketers than you are.
4. How to revitalize your co-op marketing program.

Who Should View the On-Demand Recording?

1. Executive-level Management
2. VPs of Sales and Marketing
3. Directors of Sales and Marketing or
4. Managers who are involved in their company’s channel marketing, and sales

On-Demand Content

George Mulhern discusses HP's dominance over Dell in the printer business, attributing much of that success to HP's incredible ability to market and sell through its robust channels internationally.

George drives home the point that for brands to successfully use the channel, they must control each "moment of truth," or touch point a partner has with a customer on the brand's behalf. He further discusses the five channel strengths and three proven practices to increase the effectiveness of channel partners.

Shane Vaughan discusses the common challenges facing brands that market through their channels as well as four easy and one not-so-easy fixes brands can employ to empower their channels to be more effective. His tactical suggestions include:

1. Providing strategic local marketing planning for your local resellers.
2. Employing microsites, a co-branded web-presence for each reseller.
3. Making available a robust ad-builder in addition to effective local demand-generation creative.
4. Enabling channel partners to execute and track their local marketing
5. Using a co-op administration tool to increase usage and effectiveness of co-op advertising.

Steve Rogal discusses specific, actionable principles learned from more than 20 years of channel marketing. His discussion includes real channel marketing experiences, and nuggets of wisdom applicable to any channel marketer.

Additionally, Steve shares a partner model that he developed and calls "Critical Success Factors" that outlines the fundamental steps a reseller must manage to be a successful partner. Steve suggests that brand's identify and measure a partner's management of those success factors. Such analysis will allow brands to refocus their resources on the right partners.

Steve rounded out his comments by discussing six specific criteria for identifying a "good" dealer.

Presenter Biographies

George Mulhern – General Partner, Highway 12 Ventures; Former Senior VP, Hewlett-Packard.

During his 20 years with HP, George had P&L responsibility for hardware, software and services businesses that ranged in revenue from start-up to $10B+, annually. The HP channel and Direct Sales were critical parts of that success. In 2006, he was instrumental in delivering more of HP’s total revenue and profit growth than any other business in the company. Prior to joining HP, George spent five years in sales for the General Electric Company’s, Lighting Business Group.

George attended San Jose State University on a Division I tennis scholarship, where he received his BS and MBA degrees.

Shane Vaughan – Vice President of Marketing, Balihoo

Shane’s leadership has been a critical component of Balihoo’s fast growth since its founding in 2006.

He is responsible for all marketing activities including new business development, customer acquisition, and all marketing and public relations activities. Prior to Balihoo, Shane was at Hewlett-Packard where he was the Global Search Engine Marketing Manager setting the strategic direction, and overall investment strategies for HP’s worldwide annual search spend.

Steven Rogal – Senior Manager, Channel Marketing and Lead Management, Masco Cabinetry

Steven's career spans more than 20 years in marketing and sales support working with dealers and distributors in a variety of industries and channels including plumbing, boating, office furniture and cabinetry. Steve is also a member of the American Marketers Association (AMA) and has been a past AMA presenter.

Steven received his BS and MBA degrees from Wayne State University.

To view the on-demand presentation, complete the registration form.