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For B2B Marketing Professionals

The Three C's Of Shadow Channel Recruitment

Develop And Exercise Ideal Partner Profiles To Engage The Partners You Now Need

September 26, 2018

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Why Read This Report

In our report "Death Of The Traditional IT Channel," Forrester defined new types of hyperspecialized shadow channels that successfully sell to the new B2B buyer. B2B channel and marketing leaders recognize that new influencers affect their customers' buying cycle but struggle to refocus their recruitment efforts. This report shows how to leverage ideal partner profiles (IPPs) and deploy the right content to the right channel communities, using superconnectors to provide access to and influence on new verticals, buyers, segments, solutions, and geographies.

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Table of Contents

  • Your Buyer Has Changed; Your Partners Must Follow Suit
  • New Partner Types Require A Different Engagement Approach
  • Recommendations

  • Use IPPs And Communities To Drive Channel Success
  • Supplemental Material
  • Related Research Documents

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