Coterie, a channel and partner specialist, has created a community to foster cooperation between marketeers from vendors, resellers, systems integrators and service providers.
That follows funding from Innovate UK to the tune of £194,000 to establish the community. Innovate UK gives grants to firms with bright ideas for new products and services. The grant is part of a management knowledge transfer partnership with the University of Huddersfield.
A reseach report published in 2021 showed there was a lack of support for specialist marketeers leading to limited marketing ideas.
Helen Curtis, founding director at Coterie, said the forum will allow people from across a wide range to share ideas in a safe place. By that she means that the marketeers will be able to explore ideas in a non-competitive way.
She said: “The Coterie Community will be a single place where partner marketers – from any organisation – can come together to develop new skills, network with peers, and learn. This isn’t about just another general B2B marketing community, this is about developing innovative ideas, underpinned by sound academic research that helps to take partner marketing to the next level and finally get it noticed.”
Professor Shona Bettany, from the Huddersfield Business School said that the community will allow global B2B marketeers to benefit from research informed support.
Curtis told ChannelEye that the community can provide guidance on how, for instance to use market development funds (MDF) to their best effect, develop marketing strategies and use academic contribution to the forum.
