12. Effective Partner Marketing with Alex Whitford (Channext)

B2B Tech Marketing Talks

The theme of our 12th podcast episode is “Effective Partner Marketing”.

Joining our host Jeremy Balius to discuss all things partner marketing is Alex Whitford, VP of Revenue at Channext.

Summary

In this conversation, Alex Whitford, VP of Revenue at Channext, shares his insights on effective partner marketing. He discusses his background in channel sales and the lessons he learned from his experience at Zoom during the COVID-19 pandemic.

Alex emphasizes the importance of operational excellence in building successful channels and advises channel chiefs to focus on partner engagement and maturity. He also highlights the need for customized and automated marketing content that provides value to partners and end users.

Alex envisions the future of partner marketing to involve multi-vendor collaboration and AI-driven demand generation.

Key Takeaways

• Operational excellence is crucial in building successful channels.
• Focus on partner engagement and maturity, rather than recruiting a large number of partners.
• Provide customized and automated marketing content to partners to drive utilization and engagement.
• Collaboration between vendors is essential for effective partner marketing.
• The future of partner marketing involves multi-vendor collaboration and AI-driven demand generation.

About Alex Whitford

Alex Whitford is the VP of Revenue at Channext, helping businesses understand how to hit hyper scale through technology and channel strategy.

With 8 years of building channels across Europe, Middle East and Africa, he has developed extensive relationships with key leaders and businesses who have taught him the key steps to building a killer channel that scales itself!

Connect with Alex on LinkedIn: https://www.linkedin.com/in/alex-whitford

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B2B Tech Marketing Talks is a podcast bringing you insightful conversations with leading marketing and channel leaders about B2B tech marketing. Our goal is to provide you with valuable insights, fresh perspectives and practical advice from experienced marketing leaders who have successfully navigated the challenges you face daily as a B2B tech marketer.

For more about Filament, visit our B2B tech marketing agency and discover our digital marketing services.

Follow Filament on LinkedIn.

Connect with Jeremy Balius.