Networking giant Cisco has spruced up its channel digital marketing programme.
The vendor said that the customer buying process is increasingly going digital with two-thirds of B2B transactions starting online with users 60 per cent towards deciding before they even speak to a channel salesperson.
In an announcement, Cisco said that to make it easier for channel partners to increase their digital marketing skills, the vendor is launching a Marketing Velocity programme.
The four components include training, joint marketing funds, a marketing portal and a new activate function, which is a co-marketing service.
Boon Lai, vice president of global partner marketing at Cisco, said that channel partners needed to improve digital marketing to get greater rewards.
“The role of marketing is becoming more crucial than ever. Companies that embrace digital and have a strong digital marketing practice sees a 9.5 percent increase in revenue year-on-year. Partners are more focused on farming and transforming within their businesses, and they need to be doing the same when it comes to their marketing practice. Marketing is one of the most untapped and underutilised areas of our partners, and it’s now time to change that.”
He added that the Marketing Velocity programme would bring together the tools that partners would need to deliver digital marketing.
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