Drive Your Channel Productivity Globally

With the passage of every day, month and year, content marketing continues to take over marketing (branding and lead generation). Unfortunately, most channel marketers still remain stuck in the archaic 20th century model for lead generation, using appointment setting for their business-to-business (B2B) channel partners. This model still requires a phonebook, a telephone and a script-driven telemarketer. What's wrong with this picture? Actually, a lot. But there is a much better way. Before we explore what the alternatives are, let's take a look at how we got here. Over the past three decades, as channel became an important asset to go to market in an efficient way, channel partners began to recognize they needed to build their own pipeline. In the 1980s, the proliferation of business database companies led to the evolution of a whole new segment of lead generation companies. They focused primarily on appointment setting, putting sales people behind a telephone and equipping them with a list and a script to c