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.