Customer Marketing In The Channel

January 1st, 2018

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Summary

B2B suppliers and partners tend to fixate on exciting new lead generation initiatives and new buyers in the channel while tuning out opportunities to market to existing customers. Failing to devote enough attention to indirect customer marketing risks customer satisfaction, customer retention, and potential future revenue. Suppliers should develop customer marketing programs that can be extended through partners to their customer base. This report explores the key components and objectives of customer marketing in the channel.

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