Channel Edge

A self-described video growth hacker, Robert Cassard is a passionate entrepreneur who loves to help brands crack the code of online video—generating faster growth through online video than they ever thought possible.

Lately, Robert has been fixating on reality-based video marketing to and through the channel. By reality-based, Robert is referring to the fact that video marketing tends to turn out to be three times the challenge it looks like when companies first decide to undertake the effort.

In our discussion, Robert lays out the three stages in which effective video growth marketing happens.

For around a year now, Jay McBain has been the Principal Analyst for Global Channels at Forrester Research, a position built upon a distinguished career partner marketing. In addition to his work with Forrester, Jay is an accomplished speaker, author and innovator in the IT industry.

TCMA market is growing because B2B2C marketing professionals see distributed and local marketing as key to influencing new buyers. In this new world, having super squared-away marketing is no longer a nice-to-have.

Lisa Penn is the Sr. Director of Global Indirect Partners at SAP and has been working in the partner community for many years, having started her career a partner herself.  Her take on the partner perspective is real and raw: “Partners will do what gives them the most comfort and gives them the most results until they are forced to a point where they can’t do it any longer.”

This way of approaching their businesses creates a significant challenge in the era of digital transformation.  Some partners may not be in enough pain yet to notice it, but their patterned and familiar ways are just not going to continue to net results as more and more customer buyer journeys are happening digitally and without any direct contact with the partner.

“The best way to have a partner understand digital transformation,” says Lisa, “is to have them think about their own actions.”  By encouraging partners to think like their prospects, it becomes easier for them to gain perspective of their would-be buyers, whether in B2B or B2C spaces.  “There is also a partner type out there that understands the world is changing around them, but they need help understanding that world.”

Welcome to Channel Edge; the podcast where channel leaders share success strategies, best practices and emerging trends, brought to you by 360insights, The Channel Success Platform. 

This is a brand-new project for the team here at 360insights, but it has been a long time coming for this team and we’ve been wanting to make this happen for many months.  With the addition of our VP of Alliances, Steven Kellam, the last piece of the puzzle finally fell into place: we had found our host.

Why make a podcast and why now?  Simply put, like most channel professionals, we found that we were having a ton of interesting and important conversations but too many of them were happening behind closed doors, over small lunches or lingering around trade show booths and it seemed wasteful not to share.

We’re taking the best of what we learn from these trade shows, from our clients, our prospects and other contacts and just digging into the interesting questions around the strategic and tactical issues that these people are facing every day.  Simply put, we made this podcast to share all the stuff we learn each day and shared out in a format that can easily reach and benefit as many other people as possible. 

For many of us, webinars, e-books and even this very blog have been a traditional way to get this stuff out there, but this way is a little more on-demand and that helps us to meet the listener (or in this case the reader) right where you are at a time that works for you.

One of our company’s founding commitments is to make a difference in the world and, as such, a key element of our culture at 360 is to give back and share.  It’s our hope that sharing and giving back ideas and information can help people (like you!) out and make their days better. 

If you’ve got ideas for future shows, want to connect us with an interesting guest or just send questions or comments in on the podcast, please free to email us at [email protected]