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Harnessing the Power of Marketing at Partner Velocity

- December 8, 2010 - 2 Comments

With new ways to amp up your marketing, innovative ways to use social media, ways to market the cloud, and outside-the-box thinking, the fourth annual Partner Velocity event kicked off yesterday in Barcelona, Spain.

So far, attendees have heard from speakers about a variety of topics, including: How to “thinque funky,” differentiation, using mobile for marketing, cloud, and personal tips on growing professionally and balancing home/work life. We’ll have interviews with speakers and session recaps over the next few days. I got the chance to visit with a few partners to find out what they’re eager to learn about at this year’s event.

With only one full day of the event under our belt, we’ve already learned a ton. Read on to find out what we’ve heard about so far.

Last night, Anders Sorman-Nilsson, author of the book “Thinque Funky,” talked about harnessing the power of social media, “funkying up your thinking,” and connecting as marketers. (We’ll have a video interview with Anders posted on the blog this week.)

Yesterday afternoon, I sat in on a Women in Channels luncheon with guest speaker Fawn Germer, who went from being a newspaper reporter bullied by her boss to a best-selling author and Oprah Book Club pick. She provided sage advice to the women (and men) in the room on how to learn from life by using your bullies as motivators.

After Fawn spoke, she led a panel that included Krissy Kelly from partner company Force 3, Worldwide Partner Organization SVP Keith Goodwin, and VP of WW Partner Marketing Luanne Tierney. The panelists provided tips on silencing negative voices: For instance, Luanne writes down her vision of success, while Keith builds upon his strengths. When the subject of work-life balance came up, Luanne told the group, “It’s about perspective, not time. Give up the guilt and be in the now!”

This morning, we heard from Scott McKain: He spoke about ways to stand up and move up while your competition fails. His words of advice? Create a high concept for your company. (For example, consider FedEx’s credo: When it absolutely has to get there overnight, or what you expect from Domino’s: Pizza in 30 min). It’s that one thing that makes you better than the competition.

Not only do you have to be better, but you have a mere six seconds capture your customers’ attention. (Catch our video of Scott McKain presenting at Partner Summit last year.)

Another key to standing out is expressing with clarity and precision about who you are and what you do. For example, create architectural differentiation rather than saying you have great customer service. (Not to mention the fact that everyone says they have great customer service.) Finally, Scott noted that familiarity does not actually breed contempt, but complacency does. So don’t take customer relationships for granted.

Lots has been going on, and more is to come. Be sure to check back here on the blog and on our Cisco Channels Facebook page for all the latest news, and follow the #partnervelocity hash tag on Twitter for by-the-minute updates.


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  1. Marketing has to be Worldwide due to the size of the market. Speaking of size, look at the number of mobile phone users. Look at the percentage of those users, that connect to their social network friends. Word of mouth is the strongest marketing tool, i.e social networks. Connect to just one customer. Deliver them a good product. They spread the word to no telling how many friends. They connect to no telling how many other friends. Cha-Ching. You have thousands of happy customers.

  2. I strongly agree with the use of social media as a new marketing force. This helps us in placing ourselves as a marketing