There's a motto every software and tech vendor should follow, according to Ilan Paretsky, VP-marketing at Ericom Software: "Know thy IT crowd; they're tough, but always fair." Paretsky and his company do, indeed, know their audience well. Ericom has served more than 30,000 customers and... Read the complete article on BtoBOnline.

As b-to-b marketers launch new products, make acquisitions and seek to reposition themselves in a highly competitive landscape, they are using a variety of marketing tools and strategies to reach vertical industry segments. Read the complete article on BtoBOnline.

It's no mystery why so many marketers want to get their messages in front of C-level decision-makers: Senior business executives—namely the C-suite—make or influence decisions to spend more than $1.2 trillion a year on corporate... Read the complete article on BtoBOnline.

Genalytics, a data analytics software company, announced at the Direct Marketing Association’s DM Days conference in New York last week that it has introduced On-Demand Targeting for b-to-b campaigns. The product is designed to allow marketers to... Read the complete article on BtoBOnline.

This white paper aims to explore best practices for channel sales compensation and partner compensation strategies, analyze how to use compensation elements to drive desired behavior in your channel, and show how to drive partner loyalty, engagement and revenue. The document details how to use compensation elements to drive incremental sales through existing partners, how to grow specific areas of your business, and how to clear out well-entrenched competitors. Download this document…

If you are looking to grow your channel revenue, then you probably agree that it has become
extremely difficult to differentiate yourself from the competition. Especially when your
competition, like you, communicates to partners or solution providers (VARs, integrators,
consultants, etc.) that their products provide the most advanced technology, the highest reliability
and the overall best quality and value in the marketplace. If you are only using your products to
differentiate, then you’re going at it the hard way. Download this document…

San Diego—Online marketers are not doing a good job of marketing themselves online, according to a study by the Online Marketing Coalition. Read the complete article on BtoBOnline.

I typically use this column to look at future trends, but this month I want to recognize some businesses that are simply doing a great job leveraging corporate weblogs, which are the most mature social media tools. While only a handful of... Read the complete article on BtoBOnline.