Author

Heather K. Margolis

Heather K. Margolis, a self proclaimed “recovering channel professional,” founded Channel Maven in early 2009. Heather is passionate about enabling vendors and their channel partners to drive more business through their channel programs. Having led channel programs for companies like EMC, EqualLogic and Dell, Heather helps channel organizations of all sizes build smarter channel programs, manage channel relationships to find added value, and engage their communities through social and traditional media. Heather regularly speaks to manufacturer and channel partner audiences about getting the most from social and traditional media. She also speaks to a variety of audiences about entrepreneurship, building a service business, and B2B strategy.

A proud alum of Babson’s MBA program, Heather grew up in Massachusetts and now calls beautiful Boulder, Colorado, home where she and her husband (and dog Zoe) can be found hiking, foodie-ing, or attempting to tear up the slopes.

Recent articles by Heather K. Margolis

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Channel Marketing Trends 2016

Vendors are now providing more and better tools to make marketing easier for Partners. It doesn’t stop at tools either, there’s communication, and working directly with Partners until they feel comfortable with their own marketing strategy.

Marketing in the Channel: Measuring Partners’ ROI

How can vendors help their partners realize their marketing return on investment?

Make Your Social Media a Demand Generation Machine

In today's IT marketplace, it's estimated that as much as 67 percent of the buyer’s journey happens digitally. That means vendors and sellers are involved in less than half of the decision-making process. That also means the old way of selling is out the window; these days, social media must play a much larger role in driving demand for your expertise.

MDF Rules, Part 2: Getting the Most from Your MDF

Last week, I talked about how channel vendors and manufacturers need to make sure partners use their MDF. This week I want to discuss what channel partners should be spending their MDF on to successfully drive demand. With $25 billion in MDF left on the table every year, it's clear this is an issue.

MDF Rules, Part 1: Make Sure Your Partners Use It, and Wisely

How is your company using its MDF dollars? Are you using your MDF dollars? According to the Channel Marketer Report, $25 billion in MDF and co-op funds go unused every year. That’s concerning.

Digital Strategist: Your Guide Through the Digital Marketing Forest

Digital strategies are tricky, especially for companies just getting into the digital marketing game. New tactics constantly are being created, then evolving or dying abruptly without notice. So how can companies stay ahead of the curve with so many players trying to kick the same ball on the same field?

Videos Add Starpower to Content Messaging

The world’s appetite for video is insatiable. YouTube is now receiving more than 1 billion unique visitors a month. That means your potential customers are among those who are joining the ‘new norm’ and consuming video content regularly.

Want Social Media Success? Avoid These 6 Pitfalls

Here are six things to keep in mind when using social media.

New Year, New Channel Marketing Predictions

It's 2015, a new year to embark on new endeavors with anticipation and reap the knowledge hindsight brings. The new year also brings Channel Marketer Report’s Channel Marketing trends and predictions, which we eagerly await. So how have the predictions changed over the last 12 months? Let's take a look.

Blogging: 5 Ways to Keep the Content Flowing

Channel marketing involves multiple elements, not the least of which is blogging. Companies that have a regular blog establish and reinforce their position as thought leaders, and a well-written, regularly timed blog can help bring readers back to your site, where they can get the information they need to make informed technology decisions.

How Positive is Your Journey with Your Vendors?

How are your vendor/partner relationships? What's good and what's not so good?

5 Tips to Help Vendors Support Their SMB Partners

Successful solution providers are pros at many things, from knowing IT to running a small business. But chances are every solution provider, no matter how successful, struggles with some of the finer points of being a small-business owner.

Promo Items: Great Marketing Tools or Dust-Collectors for the Channel?

Channel events and promotional items to together like peanut butter and jelly. Whatever you call the pens, notepads, lip balm, stuffed animals, stress balls and myriad other items vendors foist on attendees—swag, gimmes, promos—if they are really cool, chances are they make it into channel partners' suitcases for the ride home.

Taking the ‘Partner Journey’

Whatever channel partners set out to do, each and every experience they have with your company can be defined as a journey. Are you making it easy or difficult?

Your LinkedIn Summary: A Spotlight on Your Career

By now most of us—if not all—are using LinkedIn, that social media site for business professionals. You’ve added your relevant career information, included attachments and videos to highlight your work experience and made connections with like-minded professionals. But how much time was spent developing your LinkedIn summary?

IT Companies: Resolve to Evolve Your Channel in 2014

Vendors have a huge opportunity to work closer with their partners in 2014, but it's important to know what your customer needs.

TapInfluencer: A Resource for Channel Influencer Marketing

Nothing is more effective in the sales process than word-of-mouth. And when it comes to finding information before making a purchasing decision, everyone has their "go-to" people for information and advice. In channel marketing, the power of influence can be just as effective.

Partner Summit Season Is Here: Tips for Creating the Best Events

When developing a partner summit, make sure the event is focused solely on your partners to create a truly unique and worthwhile event.

Social Media Aggregators Can Boost Channel Marketing Campaigns

Social media got you down? Here are a few social media aggregators that might help save time and boost your channel marketing campaigns.

Lights, Camera, Action! Using Video in the Channel, Part 2

Planning on using video in your channel marketing efforts? Here we go over three important elements: filming, editing and marketing/promoting your video.

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