Skip to content

Latest Industry Survey About Vendor Channel Marketing

By

Despite rising costs and economic uncertainty, partners are banking on vendor channel marketing strategies to create impact and reach new customers. According to a 2022 Canalys quick poll, over 60% of partners worldwide find value in vendor marketing and plan to increase marketing budgets in the next year. Of these, 28% find vendor marketing extremely important, and 32% see it as at least somewhat important. 

The remaining 40% consider vendor marketing as a nice-to-have, with 16% of partners not leveraging vendor channel marketing at all. Major considerations, like rapidly shifting economic conditions, lingering post-pandemic cutbacks, and budget concerns, are still top of mind, but the data shows a growing confidence in vendor marketing programs to supplement or complement partner marketing efforts.

The results also paint a clear picture of how digital marketing is accelerating growth for the channel and makes a compelling case for why vendors and partners should work closer together to influence buying decisions and drive greater demand.

 

Canalys-MarketingActivities-LandingPage-v2

 

Topics:
, , , ,