Q&A: How Channel Vendors Can Build Partner Credibility in 2026

As we approach 2026, Channel Insider has asked leaders in various roles and functions within channel vendor and partner organizations to share their focus areas in 2026. Today, we highlight the community-driven marketing strategies vendors might need to invest in next year to meet MSPs where they already interact.

The following Q&A is with Colleen Baldrey, growth marketing specialist at Moovila. 

Vendors entering the channel, and even those within it, embrace existing communities

Q: In your opinion and experience, how do vendors in the IT channel build credibility successfully? 

A: Honestly, the vendors who win are the ones who show up where MSPs already are and actually participate like normal people. MSPs hang out in different communities that exist on Reddit, Discord, Signal or Facebook. The MSP community already put their trust in groups like The Tech Degenerates, MSPGeek, Tech Tribe, and All Things MSP. So, when a vendor comes in, listens first, joins the conversations, and is genuinely helpful without turning every interaction into a pitch, that’s what builds credibility. 

It’s really about being consistent and being human. Jump into the lighter threads, get to know people, contribute to discussions that have nothing to do with your product, and over time people start to recognize your name. That familiarity turns into trust, and that’s when they start tagging you or asking your opinion. It’s super organic, and it works way better than anything polished or over-engineered. 

Q: You engage with MSPs in channels such as Reddit and Discord- are there any key takeaways you can share from that experience? 

Definitely. The biggest takeaway is that authenticity cannot be faked. If you try to “act” like a community member, people pick up on it instantly. Just be a real person. Start in the lighter channels like gaming, music, local meetups and let people get to know you. 

Another thing is that consistency matters way more than volume. It’s better to show up a little every week than to blast a bunch of posts once a quarter. When you’re present, people remember you—and they will go look at your profile to see who you actually are. 

In the channel, trust, credibility, and relationships still drive growth

Q: If vendors go about gaining credibility in the “wrong” or less successful ways, what are the risks they might face? 

Oh, they can really blow it. The biggest mistake is trying to drag MSPs out of the communities they already love and into some vendor-branded group. MSPs don’t want to leave Reddit or Discord to sit in what feels like a sales room. It comes off as tone-deaf and sometimes even disrespectful, because those existing groups have years of trust built in. 

And if you come in hot with promos, pushing your roadmap, or only responding when it benefits you, people notice. MSPs are extremely aware of anything that feels like a pitch. Vendors who try too hard or act transactional end up ignored at best… or publicly roasted at worst. You can lose credibility fast. 

2026 call to action: community involvement will become crucialto channel success

Q: As tech companies build their 2026 plans, what would you encourage them to include from an engagement perspective? 

I’d tell them to build “community involvement” into their plan the same way they’d budget for events or campaigns. It’s becoming that important. Vendors need to intentionally show up where MSPs already spend their time and put people in those communities consistently, not just when there’s a launch. 

Also, I’d encourage them to consider these communities as real market-intelligence engines. You can see pain points in real time, test messaging, and understand how people actually talk about your category when you’re not in the room. There’s so much value there. 

And finally: be human. Humor works. Approachability works. People engage more with a familiar name that cracks a joke in Discord than with a faceless corporate announcement. The companies that build this into their 2026 plans now are going to blow past the ones who keep relying on vendor-centric channels.