Focus on marketingBy Pedro Pereira | Print
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Despite signs of a weakening economy, solution providers in a recent poll by Ziff Davis Enterprise said they feel good about their profitability prospects for this ye
Focus on marketing
Bova said identifying and selling to new customers should be a result of a change in behavior for VARs. "To get new customers, solution providers have to start marketing," she said. "They will have to raise awareness of their brands and invest in marketing personnel."
Whether they call it "marketing" or something else, though, solution providers are emphasizing numerous homegrown initiatives in 2008 instead of relying on vendors. Sixty-two percent cite their Web sites as a primary vehicle; 55 percent, customer-demand generation; 52 percent, e-mail; and 50 percent, lead generation.
Krakora said while it's important for vendors to drive marketing and leads, it is also vital for them to help solution providers drive their own. "Reseller marketing is currently lacking in capability," she said. But she added that vendors are starting to provide more than just marketing tools. Cisco Systems, for example, is offering actual resources to help execute marketing campaigns.