IT manufacturers and distributors are speaking out more and more about the importance of a structured marketing program for VARs and IT resellers.

Here are the key points from a recent Ingram Micro interview with ChannelPro:

• A plan is as simple as four things. It’s what, who, how, and when. (VCM agrees and it all starts with WHY?)
• Define your targets within your audience/influence
• Find out where your target is learning online and focus your marketing there
• Hold yourself accountable to a timeline
• It’s critical to brand and differentiate your expertise—don’t “race to the bottom of a price”
• The majority of SMBs do NOT use price as their first criterion—relationship comes FIRST
• Don’t try to be all things to all people. To be an expert, limit what you talk about.
• Keep it simple and just focus on your customers, decision makers, and influencers.
• It’s not an option to say you don’t have time. Hire an agency like VAR Channel Marketing!
• Marketing doesn’t happen as a one off. You have to consistently market.
• Start with your website and perfect your brand messaging there. Make sure it’s clear.
• VARs seem obsessed with lead generation, but content and the four W’s must come first.
  • VCM customers that invest the time to develop who, what, why and take a holistic, authentic and consistent approach to marketing have the best results by far! Marketing in a vacuum simply does not work.

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