Top 20 Tech and Channel Trends of 2009

  • By

    Lawrence Walsh

    | Posted 2010-01-04

17. Marketing and Lead Generation Rediscovered
VARs and solution providers have long held the reputation of being terrible marketers. In fact, the channel has typically relied upon vendors to supply them with fresh leads for net-new accounts. But faced with deteriorating economic conditions that threatened their livelihoods, solution providers embraced marketing and discovered its benefits. Over the last year, solution providers from large integrators to small VARs have done more advertising (mostly keywords through search engines), local seminars, customer appreciation events, blogging and viral marketing to find new opportunities and untapped sales sources. Cisco even hosted an event, Velocity, especially to instill marketing ideals and best practices in partners. Several solution providers have told Channel Insider that marketing made the difference between layoffs and boarding up their doors and what turned out to be a respectable year in the ledgers.

>> Vendor Marketing Program of the Year

>> Solution Provider Marketing Program of the Year

Lawrence Walsh Lawrence Walsh is editor of Baseline magazine, overseeing print and online editorial content and the strategic direction of the publication. He is also a regular columnist for Ziff Davis Enterprise's Channel Insider. Mr. Walsh is well versed in IT technology and issues, and he is an expert in IT security technologies and policies, managed services, business intelligence software and IT reseller channels. An award-winning journalist, Mr. Walsh has served as editor of CMP Technology's VARBusiness and GovernmentVAR magazines, and TechTarget's Information Security magazine. He has written hundreds of articles, analyses and commentaries on the development of reseller businesses, the IT marketplace and managed services, as well as information security policy, strategy and technology. Prior to his magazine career, Mr. Walsh was a newspaper editor and reporter, having held editorial positions at the Boston Globe, MetroWest Daily News, Brockton Enterprise and Community Newspaper Company.

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