Companies are turning to alliance partnerships to help drive revenue and demand generation according to the 2014 B2B Alliance Marketing Report produced by the B2B Technology Marketing Community on LinkedIn and sponsored by IDG Enterprise—the leading enterprise technology media company comprising Computerworld, InfoWorld, Network World, CIO, DEMO, CSO, CIO Executive Council, ITworld, CFOworld and CITEworld. The study was conducted to gain insight into the tactics, success measurements, funding and resources needed for alliance marketing.
“We have seen a surge in alliance partnerships as companies look to provide unified solutions instead of disparate products,” said Michael Latchford, vice president of IDG Enterprise’s Alliance Marketing Services. “We are excited to sponsor this research and share insights into how companies are addressing alliance marketing so that marketers can compare their efforts with their peers and build strategies for going forward.”
Alliance Marketing Report Highlights
- Alliance partnerships are growing. A majority of respondents (62%) anticipate increasing the number of partners they work with in the coming year. (Click to Tweet)
- The top alliance marketing goals are revenue generation (87%), demand generation (72%) and joint sales engagement (66%). (Click to Tweet)
- To accomplish these goals, most organizations spend between 10-20% of their marketing budget on alliance marketing. (Click to Tweet)
- Alliance marketers cannot do everything alone; over the next year they will outsource video production, event planning/execution and lead generation. (Click to Tweet)
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