THE NEXT Marketing Series #4
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“The Next Partner Landscape” is the fourth in a series of thought-provoking e-booklets provided by EMC’s Marketing Team. It contains food for thought for B2B marketers in the technology marketing space. This edition in the Next Marketing Series is especially suited for resellers, integrators, services providers and other channel partners.


Customers are changing, markets are changing and marketing between vendors and customers is changing forever. Business partners of vendors are affected by these changes too, and in this publication, we will guide you through the trends in the market, what repercussions these changes will have for you and how EMC will help you weather these changes.

As digital has become the new normal, new partners are threatening the livelihood of traditional partners. New kids on the block are trying to take their fair–or unfair–share of the market.

The entire value chain will have to adapt to phenomena like cloud computing. End-users have become much more tech-savvy, and cloud computing is not only helping them bypass their IT department by setting up a ‘shadow IT’ next to the corporate IT services, business users are also bypassing the indirect sales model of vendors, turning directly to software publishers’ cloud offerings or even using external parties’ ICT infrastructure.

To succeed under these new conditions, partners will need to develop new business models, and to set up a new marketing strategy. This strategy will have to use the huge amounts of information available both in- and outside your organization. Marketing will become data-driven, and content-driven, as great content will establish your company as a trustworthy partner to your prospects. Executing on a data- and content-driven strategy will require new skills from your marketing department.

This is the setting for our fourth and last e-booklet on ‘Next Marketing’, in which we explore the challenges and difficulties of the new marketing organization.

The topics covered in this e-booklet are:
- Marketing as one
- Meet the new e-customer
- Digitize or die
- Online – offline - hybrid
- Situational marketing

The booklet contains the latest management insights on B2B marketing within the technology space and provides examples of how EMC redefined its marketing organization and how partners can benefit from EMC’s experience.

Editor: Philippe Gosseye

Inspired by EMC marketers around the world - food for thought from a passionate marketing team.

Other editions in the NEXT Marketing series:
- The Sales & Marketing Continuum – also available in the app store
- Digital Marketing Heartbeat – also available in the app store
- New Marketing Organization – also available in the app store

Content rating: Rated 4+

Requires OS: 6.0

Supported Devices:
- iPad

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