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The Channel Company EMEA
To partner, through partner, or to end user – we are the go-to for anything Channel oriented.
Whether you’re an established industry giant or an innovative challenger, The Channel Company can help you take your products to market, develop your partner ecosystem, and grow revenue.
The Channel Company’s end-to-end, full funnel, global ecosystem of solutions will maximise your budget’s potential, whatever your priorities, target audience, or market share. From market discovery and intelligence, brand awareness and thought leadership, to demand generation and customer engagement, we can build strategic solutions that compliment your unique needs.
Reach the right decision makers, at the right times, in the most effective ways, in a digital economy characterised by fierce competition for buyers’ and partners' attention and budget.
Based on your needs, work with us to deliver the outcomes below to deliver your strategy and marketing objectives. Contact us to discover how The Channel Company’s outcome-focused approach and industry-leading audiences and expertise can deliver unmatched results.
Rise above the competition and win technology partners and buyers with TCC EMEA’s strategy, media, events, data intelligence, creative and demand services.
Market intelligence
Brand awareness
Mindshare
Thought leadership
Demand generation
Engagement & events
DISCOVERY
ENGAGEMENT
An end-to-end, full funnel, global ecosystem
Outcomes
Our Audiences
The Channel Company’s unique expertise, market authority, and reach across the Technology Channel and End User spaces has been fostered over 40+ years of technology publishing and events through its distinguished brands.
Our audiences and event delegates are comprised of high-level technology leaders, decision makers, and thought-leaders.
Total members
24,200
Website users
1,205,848
Website sessions
1,965,346
Website pageviews
3,200,238
Database contacts
307,000
Dedicated staff supporting customer initiatives in-region
200+
In-market leads delivered annually
428,150
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global brands
bChannels
Computing
Channel Partner Insight
CRN UK
CRN
Marketing
Strategy
Events & Communities
Media
services
Contact
Careers
Management
Who We Are
about us
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Terms of Service
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The Channel Company, All rights reserved.
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The Channel Company Agency is a global marketing organisation that specialises in facilitating successful co-marketing between technology suppliers and their partner communities.
We are Technology Marketing Experts. We Accelerate your marketing initiatives, increase value to your organisation, and deliver exceptional results with our unequalled expertise and business outcome approach.
The Channel Company Agency
Channel Partner Insight (CPI) serves the European channel community, providing leaders of MSPs, solution providers, distributors and other specialist consultancies with exclusive analysis of the fast-changing channel sector across Europe, helping them to make smarter business decisions.
At a time of great change, innovation and disruption across channel communities, Channel Partner Insight exists to deliver meaningful analysis and fresh perspectives on the latest market developments that solution providers and VARs on both sides of the Atlantic require to stay ahead of the curve.
Channel Partner Insight (CPI)
Computing is the UK’s number one media resource for senior and board level IT leaders. High-quality, premium insights and content, both online and at our prestigious conference series forms the core of the Computing brand.
Computing
Premium brand with a key focus on how technology is shaping the agenda of the UK’s biggest businesses
More interviews with CIOs, CTOs and CDOs than any competitor
Educates and serves its high-end community with incisive analysis of IT trends, analyst-grade, research-driven content, and a market leading conference programme
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CRN UK sits at the heart of the UK channel, reaching every UK reseller through high quality journalism, industry leading events and market defining research. CRN UK delivers breaking news, analysis and in-depth research to the UK IT channel community. The brand is a focal point for face-to-face interaction among its readership through its annual events programme. It boasts the best quality database of UK resellers in the world, which is constantly kept refreshed and active through digital engagements and event attendance.
The Channel Company has also launched CRN in Germany, where CRN.DE now delivers industry-leading native language content to the technology channel community across the DACH region. CRN Deutschland will give vendors across the globe a chance to demonstrate their commitment to the DACH partner ecosystem and attract new prospective partners.
CRN UK
Our Brands
Click on each brand to read more
Unique partner records globally
730k+
Partner data points
650m+
CRN GERMANY
CRN.DE
To partner, through partner, or to end user – we are the go-to for anything Channel oriented.
Whether you’re an established industry giant or an innovative challenger, The Channel Company can help you take your products to market, develop your partner ecosystem, and grow revenue.
The Channel Company’s end-to-end, full funnel, global ecosystem of solutions will maximise your budget’s potential, whatever your priorities, target audience, or market share. From market discovery and intelligence, brand awareness and thought leadership, to demand generation and customer engagement, we can build strategic solutions that compliment your unique needs.
Reach the right decision makers, at the right times, in the most effective ways, in a digital economy characterised by fierce competition for buyers’ and partners' attention and budget.
Based on your needs, work with us to deliver the outcomes below to deliver your strategy and marketing objectives. Contact us to discover how The Channel Company’s outcome-focused approach and industry-leading audiences and expertise can deliver unmatched results.
Market intelligence
Strategic consulting & market intelligence
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Brand awareness & mindshare
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Customer engagement & events
Growth capability
Understand which partners are most capable of accelerating your growth and deliver rapid time to revenue.
We show you the partners where you can and should win mindshare.
When you know the who and the why, you can decide when the right time to engage and recruit is.
Who are the partners that can deliver your technology and drive future product revenues?
We tell you the competitive battlegrounds for your technologies from over 730,000 available partners worldwide.
Competitive battleground intelligence tells you the partner battles worth fighting for.
Every partner you work with is a competitive battleground. Not every partner is committed to your brand or your technology. Future product revenues come from partners who have shared interests and vision. Using Intelligent Index™, the world’s largest partner capability database, Growth Capability™ shows you where you can win mindshare with partners who are not just technologically capable of fuelling your growth, but also most likely to engage with you to get there.
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Engagement & events
Demand generation
Thought leadership
Brand awareness & mindshare
To partner – strategic consulting, marketing, and events solutions
We are the technology channel strategic consulting, marketing, and events specialists.
We create exceptional content, conduct original research and consulting, and develop powerful integrated marketing campaigns that successfully engage audiences and generate high quality leads.
Great to partner marketing addresses the challenge of winning and maintaining partner mindshare in the face of competitor competition.
To partner marketing has two goals:
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To understand the mutual interest that you and a partner have in each other
To understand how you win and grow mindshare versus competing brands
If you do not have mutual interest, you will never win mindshare. If you cannot win mindshare, you cannot generate revenue growth.
Discover how The Channel Company is tackling this challenge for technology vendors across EMEA.
Channel Accelerator
Competitive Intelligence
Partner recruitment in the multi-polar world of intricate channel ecosystems is harder than ever. Finding and recruiting the most capable partners – those who will quickly deliver revenue opportunities – has never been more complex.
ROI must be tracked and delivered from every channel marketing campaign and scaling partner recruitment programs across EMEA often necessitates using multiple media partners across regions.
Click to learn more
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Growth capability
Find the partners that will drive growth
Knowing where to target, and the size of the opportunity gives you the right start. We show you the growth hotspots in the landscape – so you can decide what is worth putting your effort into winning.
See the potential in your total addressable market
Once you know where to target, you need to know who to target. We take your target hotspots and identify the partners you need to gain mindshare and revenue. Be ready to deliver the right activities to precisely the right partner audience.
Drill down with partner precision targeting
Partners buy from you for different reasons. We tell you how important your technology is with target partners so you can decide when and how to engage them.
Decide when to make your move
Identify the number and size of the partner groups that form naturally in your addressable market.
Target the landscape hotspots
Drill down into which partners have the skills or capabilities to grow your future product revenues.
Select the partners that can drive future revenue growth
Compare your mindshare gains and losses with your competitors in your chosen technology.
Re-run, review and improve
Click to learn more
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Channel Accelerator
Gain insight into:
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How your Channel Partner Programme measures up against those of key competitors
Which areas of your Channel Partner Programme to focus on to maximise your ROI
Use this intelligence to determine how you position your offer.
Uncover the insights you need to innovate and differentiate your channel partner programs.
We deliver competitive insights to help you make informed decisions.
Click to learn more
Click to close
Compare against the published program offers of your chosen vendors, allowing you to focus on the most important areas for innovation and differentiation. Maximise your time and funds by investing in the right areas.
Get to the insights you need
Published program offers provide a good baseline, but what is announced and what happens is not always the same.
Validating through our expert network how channel program elements are actually deployed offers additional insights into how much of announced programs really get delivered in full. Guide your efforts to what is achievable, not the impossible ideal.
Understand what is implemented, and what isn’t
For channel partners there may well be a difference between what vendors think partners need and what partners want from the programmatic engagement and support they receive.
Talking to a partner sample to find out what really matters to them when it comes to selling your brand will give you the edge over your competition. Invest in the areas that make the biggest positive difference to the partner experience.
Get a reality check on the partner experience
No hearsay, no marketing messaging, but confirmed and validated content that reflects the current competitive environment in the channel partner programs selected.
Real facts and insights
Insights are gathered from published program, expert and partner sources, allowing for analysis that is holistic, validated and reliable.
Comprehensive coverage
Analysis and evaluation of which competitors perform best in which areas, as well as where gaps and differentiation opportunities lie.
Vendor comparisons and best practices
Competitive Intelligence
Whether you’re the market incumbent or a innovative challenger, we can help you build a campaign that keeps you front of mind.
Leverage display ads, social, newsletters, e-shots, and industry voice articles to raise your brand’s profile amongst CRN’s engaged IT decision maker audience. Build trust, demonstrate value, and reveal innovation to your target technology and industry sectors.
As specialists in enterprise technology marketing, rest assured that you’re partnering with a truly global organisation that understands your products and your target account list. From initial proposals and kick-off calls, to final proofs and design, we work with you every step of the way to ensure your campaign meets and exceeds your expectations.
CRN Engage combines expert editorial resources with cutting edge digital marketing to produce content programmes that deliver actionable sales intelligence
CRN will write articles based on your key messaging to make them as engaging and relevant as possible to your target audience
We then use our extensive first party data to drive a targeted online awareness campaign that guarantees page views from relevant decision makers
CRN Engage is an exceptional way to guarantee awareness of, and engagement with, your key messaging
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The Channel Company’s dedicated commercial content team consists of subject experts, content strategists, editors, researchers, designers, and video producers – all at the forefront of their field and dedicated to delivering a campaign tailored to your needs.
Place yourself at your industry’s leading edge with expertly written and designed research papers, digital interactive experiences, videos, and more.
Our original research draws on a deep well of first party end user and channel partner data, enabling you to shine a light on IT leader and decision maker opinions and experiences to make a data-led objective case for your products or services.
Thought leadership
Webinars and videos
Digital content experiences
Click to view
White papers
WEB
SEMINAR
virtual cio
roundtable
digital
experience
white paper
Video
native
articleS
content
hub
Drawing on bespoke end user research and an expert panel, reach your ideal audience from our new state-of-the-art studio or your own home
Gather a select group of IT leaders to share your message and discuss the latest challenges and opportunities they’re facing
Our online content experiences reinvent traditional formats to maximise engagement and take your content strategy to new levels
Align yourself with the authority of Computing Research with a bespoke paper that educates your target audience with the latest findings
Our content strategists and a studio team of expert video produces will work with you to create a premium video – across interviews, promos, or animation
Add your voice to Computing’s editorial engine with your own featured content piece, or draw on our expertise to create something from scratch
Create a cohesive online home for your entire content campaign, encouraging both new and return visitors to discover each new instalment
Leverage our integrated data marketing platform which provides a connected view across digital, content and events, all using our first party data. Built by us from the ground up for the technology channel, our ABM platform Nexus marries our exceptional reputation in the market with our audience relationships and first party data to provide campaigns that truly nurture and are based on intent and behavioural insights.
Nexus, powered by CRN, attracts and nurtures new partners, provides a window into their needs and behaviour, and generates opportunities for further engagement and revenue opportunities.
INTENT-BASED ABM TARGETING
What does the account list look like?
Are there additional opportunities?
Is there a theme or series of themes that can drive the content and messaging?
What is the account list currently looking at?
What is the size of the total addressable market?
Who else is reading around the key subjects that could be included?
How many key decision makers are there?
ACCOUNT LIST
We can show you what your target potential partners are consuming across our sites (which articles they’re reading, what subject matters they’re interested in) as well as how they are consuming it (reading articles, downloading whitepapers, watching webinars, attending events etc.)
Data-driven insights into behaviour and intent to be delivered via a fully transparent client-branded Power BI Nexus dashboard
These intent-based learnings can form the basis of a content-driven nurture campaign that leverages the most relevant engagement tactics
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Account analysis and enrichment
We will create a digital, social and content campaign based on what your target account list is interested in and consuming across our sites
Using a combination of custom CRN content as well as digital, social and email targeting, we will nurture your accounts down the funnel and deliver company-level insights on engagement levels via a real-time dashboard
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Always on nurture programs
Identify, influence and win potential partners
Invite the most engaged companies to a bespoke single-sponsor event, to confirm mutual interest and secure new partnerships
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Real world engagement
Contact us to find out how Nexus can reach decision makers with the right budget, authority, and need, and who are ready to buy.
Across awards, conferences, festivals, CRN Dining Clubs, web seminars and more, our annual and bespoke events give a voice to your brand and connect you with IT and channel partner leaders.
We have some of the most influential, respected and longest-running brands in enterprise technology media. They create ideal events platforms for vendors and channel partners alike to engage with their target audiences.
Across every event we inform, connect and inspire by bringing the right delegates, speakers and sponsors together within an industry leading theme, format, and venue.
CRN hosts a broad range of high-calibre events essential for the Senior IT professional. These include XChange UK, EMEA, MSP and Best of Breed; Women in Tech Festival, CRN Channel Awards, CRN Fight Night, and industry leading web-seminars.
Please see below a list of upcoming events which are open for registration and entries.
2023 events calendar
connect with us
global brands
Computing
Channel Partner Insight
CRN UK
CRN
Marketing
Strategy
Events & Communities
Media
services
Contact
Careers
Management
Who We Are
about us
|
Terms of Service
Privacy Policy
The Channel Company, All rights reserved.
Contact us
broad range of high-calibre events
As a technology vendor, you deserve better answers to your increasingly complex channel questions. This means having access to competitive insights that are based on real facts and analysis, not hearsay and speculation.
Competitive Intelligence combines industry analysis, expert insight and partner validation to gather the information you need to refine your offers, go-to-market strategies or future goals.
Distribution assessment
Distribution is a crucial route to market for most technology manufacturers, and in a changing technology landscape it is more important than ever for tech vendors to ensure they work with those distributors that are the best fit to effectively drive T2 business.
Distribution Assessments give you a robust and unbiased view on your distributors’ key capabilities and capability gaps and is an essential tool to validate and justify your informed distribution landscape decisions in any market.
They also have proven invaluable when it comes to leveraging the process to drive focus and commitment from your distribution partners. With optional recommendation reports and risk assessments, our Distribution Assessment offerings give you all you need to be confident in your distribution landscape decision making.
Click to learn more
Marketing Capability
In order to effectively scale your through partner marketing, you need to be able to deliver the right digital campaigns with the right partners. That’s more than just creating great digital campaigns and content. It’s about knowing your addressable market. You need to understand the marketing capabilities and brand focus within your partner channel so you can focus the right activities on the right partners. The spotlight is on digital marketing capability to accelerate pipeline.
The Channel Company tells you the right partners to focus on to drive digital demand for your brand.
The Channel Company provides global technology marketing services to deliver the insight you need to foster stronger business outcomes. Using Intelligent Index™, Marketing Capability™ tells you exactly who is capable of driving digital demand, who needs support and which partners need investment to win brand mindshare.
Discover which partners will drive digital demand.
Click to learn more
Distribution assessment
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Why The Channel Company?
assessing distributors is an involved process, allow your teams to focus on their day jobs and let us do the heavy lifting.
Time & resource:
we have the scale to run this in all geos, and having a centralized standard creates consistency across your regions.
Global coverage & consistency:
take the emotion out of the process by involving a third party that’s unbiased and independent. This allows for robust decision making based on data vs “gut feel”, and it adds a completely new viewpoint to data you already know.
Unbiased & independent:
The spotlight is on distribution capability to drive your T2 business
Ensure you work with the distribution partners that are the best fit for you in a specific market:
Identify strengths and build on and gaps
to address
Use process to drive focus and commitment
Optional: distributor recommendations report to support joint business plans
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Increase focus
Drive focus and commit with distribution partners
Unbiased and robust process to help optimise distribution landscape
Optional: Risk Assessment to understand each distributor’s market impact
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Justify and validate informed landscape decisions
Optimise landscape
Understand capabilities
Understand distributors’ capabilities to drive your T2 business in each market
Distributor self assessment with standardised RFI
Add your own performance data
Input from your local teams
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Marketing Capability
Click to close
Precision targeting using Intelligent Index™ tells you who is capable of driving digital demand now and who needs support to become capable. We make sure you focus your marketing development funds on the right partners to deliver your marketing goals.
See every partner’s digital marketing capability
Every vendor is trying to win partner mindshare for their brand. It’s the strongest indicator of where future revenues will go. When you know the digital marketing battlegrounds you know where you need to win mindshare.
Understand your competitor presence in every partner
Once you understand partners’ digital marketing capabilities and which brands they use to drive demand, you can put in place the right activities and campaigns that match the partner’s digital capabilities.
Match the activities to the capabilities
Your Marketing Capability dashboard tells you the addressable market for the technology you select. See partners’ digital marketing capabilities and their engagement with your brand. See the focus for the best short term returns and where there are opportunities to focus in the medium term.
Marketing Capability insights at your fingertips
Mindshare is everything, with your end customers and especially with your partners. We show you where your mindshare is most lacking, and most present, so you know where to focus your efforts for maximum impact.
Mapping your digital marketing battlegrounds
Not every partner will be right for every campaign or activity type. With our expert insights, we help you identify which campaign types fit which partners – and who’s most capable of delivering results – so your activity is well placed every time.
Different partner, different focus
Jessica Blackall, Senior Advisor, Channel Marketing Enablement at Dell Technologies
“The Channel Company’s analysis reveals big potential to develop our partners’ marketing muscle. It shows exactly where we can proactively support our partners and help them increase their digital presence.”
is a unique end-to-end partner identification and recruitment engine
identifies ONLY the most capable partners for your channel program, mapping them on a readiness scale
scales across the entire EMEA region, tailored to your specific recruitment needs
helps you plan and manage specific marketing campaigns depending on partner type and readiness
populates the Channel Accelerator™ dashboard to monitor progress along the marketing funnel
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Channel Accelerator™ tackles these partner recruitment challenges. It...
Optimise your partner recruitment campaigns by generating leads exclusively from capable partners
CMO, Leading EMEA IT Services Company
“I’ve used similar services in other industries, and I’ve always found that the offering was very structured and inflexible and therefore the engagement with our campaigns was quite low.
However, with Channel Accelerator, I was really impressed with the quantity and quality of leads we were able to obtain, and that we could continue to customise and evolve our campaigns to adapt to the responses we were receiving.
Having an omni-channel platform meant we were able to really accelerate the reach of our campaign messaging, plus our dedicated account manager was able to guide us with best practice and ideas to ensure we could maximise conversions.”
Testimonial
Identify the total addressable market of suitable partners at company level
Creation of unique target list for campaign
Delivery of an omni-channel, multi-touch ABM campaign designed to maximise potential from a target list
Monitor progress with dedicated campaign delivery team via Channel Accelerator Dashboard
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Program: Identify partners & generate MQLs
Outcome: Bottom of funnel leads ready to engage in partnering conversations
Convert company-level intent into contact-level engagement
Multi-touch ABM nurture campaign to target companies over a sustained period
Content (white papers, case studies, videos) promoted via custom emails and newsletters exclusively to partners identified as capable
Users read a detailed synopsis of the content before selecting to read more by inputting their full business card details
Dedicated campaign manager responsible for the promotion of content and delivery of relevant leads
Full visibility of engagement levels per company by tactic, through custom Power BI dashboard
All leads delivered to be identified as capable partners
Minimum campaign volume = 200 leads
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Tactic: Content Syndication
Custom virtual event based on new research data around your chosen topic
10 – 12 question research survey sent to identified target accounts of capable partners
Exclusive insights into target partners to be delivered via custom whitepaper
Research findings to form the basis of the webinar discussion
Always on ABM nurture campaign to maximise pre-event engagement
100 webinar attendees guaranteed – exclusively from the capable partner list
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Tactic: Webinar
Tactic: Roundtable
Face-to-face engagement with 10-12 capable partners
Partners exclusively from target account list
Pre-event omni-channel nurture campaign + company-level engagement data provided
Capitalise on intent through in-person engagement
Informal networking environment, managed by CRN
CRN to chair the roundtable and provide guidance on relevant topic and discussion framework, to be agreed ahead of the event
Post-event thought leadership coverage on Channelweb (editorial content and video highlights), which can be leveraged in always on ABM
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Lead volume = 10-12
Lead volume = 100
Lead volume = 200
CRN GERMANY
connect with us
global brands
Computing
Channel Partner Insight
CRN UK
CRN GERMANY
CRN
Marketing
Strategy
Events & Communities
Media
services
Contact
Careers
Management
Who We Are
about us
|
Terms of Service
Privacy Policy
The Channel Company, All rights reserved.
Understand which partners are most capable of accelerating your growth and deliver rapid time to revenue.
We show you the partners where you can and should win mindshare.
When you know the who and the why, you can decide when the right time to engage and recruit is.
Who are the partners that can deliver your technology and drive future product revenues?
We tell you the competitive battlegrounds for your technologies from over 730,000 available partners worldwide.
Competitive battleground intelligence tells you the partner battles worth fighting for.
Every partner you work with is a competitive battleground. Not every partner is committed to your brand or your technology. Future product revenues come from partners who have shared interests and vision. Using Intelligent Index™, the world’s largest partner capability database, Growth Capability™ shows you where you can win mindshare with partners who are not just technologically capable of fuelling your growth, but also most likely to engage with you to get there.
Partner recruitment in the multi-polar world of intricate channel ecosystems is harder than ever. Finding and recruiting the most capable partners – those who will quickly deliver revenue opportunities – has never been more complex.
ROI must be tracked and delivered from every channel marketing campaign and scaling partner recruitment programs across EMEA often necessitates using multiple media partners across regions.
As a technology vendor, you deserve better answers to your increasingly complex channel questions. This means having access to competitive insights that are based on real facts and analysis, not hearsay and speculation.
Competitive Intelligence combines industry analysis, expert insight and partner validation to gather the information you need to refine your offers, go-to-market strategies or future goals.
Distribution is a crucial route to market for most technology manufacturers, and in a changing technology landscape it is more important than ever for tech vendors to ensure they work with those distributors that are the best fit to effectively drive T2 business.
Distribution Assessments give you a robust and unbiased view on your distributors’ key capabilities and capability gaps and is an essential tool to validate and justify your informed distribution landscape decisions in any market.
They also have proven invaluable when it comes to leveraging the process to drive focus and commitment from your distribution partners. With optional recommendation reports and risk assessments, our Distribution Assessment offerings give you all you need to be confident in your distribution landscape decision making.
Distribution is a crucial route to market for most technology manufacturers, and in a changing technology landscape it is more important than ever for tech vendors to ensure they work with those distributors that are the best fit to effectively drive T2 business.
Distribution Assessments give you a robust and unbiased view on your distributors’ key capabilities and capability gaps and is an essential tool to validate and justify your informed distribution landscape decisions in any market.
They also have proven invaluable when it comes to leveraging the process to drive focus and commitment from your distribution partners. With optional recommendation reports and risk assessments, our Distribution Assessment offerings give you all you need to be confident in your distribution landscape decision making.
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Through partner marketing solutions
Building pipeline with partners is tough. Vendors struggle to create, manage, and measure programs that drive engagement and create opportunities with partners.
Your challenges end right here
Most organisations lack the time and resources they need to successfully execute and scale programs with partners.
A trusted team with the right expertise can expand resources and equip them with the solutions and components they need.
We are the only global marketing agency that specialised in facilitating and enabling successful co-marketing between tech suppliers and their partner communities.
We understand the challenges vendors and partners face when it comes to maximising marketing development funds (MDF), aligning marketing messages, and executing integrated marketing programs. That's why we offer a comprehensive suite of services that aim to address these challenges and deliver clear outcomes. With a brand pressence and offices across EMEA, The Channel Company can engage partners with native language speakers throughout the region.
Marketing planning support
Campaign execution
Partner enablement
“We have a lot of marketing campaigns and assets in our portal not being used”
“We want to drive more digital campaigns”
“We want to increase partner-driven marketing campaigns”
We help vendors and partners establish and expand their brand presence through personalised campaigns that drive engagement and generate interest in their solutions and services.
We provide guidance on leveraging content, programs, and agencies to establish thought leadership and stay ahead of the curve in respective industries, enabling partners to get their message out to a targeted audience of IT buyers, influencers, and decision-makers.
We help vendors drive MDF investment to priority areas and partners to execute campaigns aligned with their business goals driving demand generation, mobilise groups of partners faster, scale marketing coverage, and define marketing activities through campaign planning and execution support.
We provide access to Virtual Marketing Managers to scale global, partner-facing resources with planning, enablement, execution, and reporting, expanding partners' reach into new sales opportunities and transforming their marketing services with personalised campaigns that engage customers more effectively.
We understand that partners face limited resources to execute and optimise digital marketing, navigate MDF requirements, create content, pay upfront for MDF activities, and plan integrated marketing programs.
We enable partners to focus on growing their business and ensuring they make the best use of what’s available to them.
of partners do not have a dedicated marketing resource
33%
of partners think of sales as their marketing resource
33%
of partners who stop selling a product/service do so because of lack of support
49%
of marketers say lack of resources is the greatest challenge when executing programs with partners
56%
of marketers say getting partners to engage and use MDF is a challenge
70%
of marketers say planning and executing within timelines is difficult
80%
of partner marketers say programs run with agencies yield better results*
78%
*Sources: B2B Partner Marketing Insights 2022, Tendo Communications. The Partner Marketing Study 2022, Foundry.
Click to read *sources
Partner with the Technology Marketing Experts
Accelerate your marketing initiatives, increase value to your organisation, and deliver exceptional results with our unequaled expertise and business outcome approach.
technology channel expertise
Unrivaled
time to market and performance
Accelerate
operations and eliminate MDF complexity
Streamline
team of client-obsessed digital marketing experts
Dedicated
MDF investments for greater return
Optimise
investment impact regionally or globally
Scale
Marketing Strategy & Demand Generation
Content
& Asset Development
Dedicated Campaign Management
Partner Concierge
Operations & Analytics
Let Us Get to Work for You!
Connect with our team of experts to scale your marketing efforts and realise faster results.
connect with us
global brands
bChannels
Computing
Channel Partner Insight
CRN UK
CRN
Marketing
Strategy
Events & Communities
Media
services
Contact
Careers
Management
Who We Are
about us
Email Preferences
|
Terms of Service
|
Privacy Policy
The Channel Company, All rights reserved.
Marketing Capability
In order to effectively scale your through partner marketing, you need to be able to deliver the right digital campaigns with the right partners. That’s more than just creating great digital campaigns and content. It’s about knowing your addressable market. You need to understand the marketing capabilities and brand focus within your partner channel so you can focus the right activities on the right partners. The spotlight is on digital marketing capability to accelerate pipeline.
The Channel Company tells you the right partners to focus on to drive digital demand for your brand.
The Channel Company provides global technology marketing services to deliver the insight you need to foster stronger business outcomes. Using Intelligent Index™, Marketing Capability™ tells you exactly who is capable of driving digital demand, who needs support and which partners need investment to win brand mindshare.
Discover which partners will drive digital demand.
Click to learn more
Marketing Capability
Click to close
Precision targeting using Intelligent Index™ tells you who is capable of driving digital demand now and who needs support to become capable. We make sure you focus your marketing development funds on the right partners to deliver your marketing goals.
See every partner’s digital marketing capability
Every vendor is trying to win partner mindshare for their brand. It’s the strongest indicator of where future revenues will go. When you know the digital marketing battlegrounds you know where you need to win mindshare.
Understand your competitor presence in every partner
Once you understand partners’ digital marketing capabilities and which brands they use to drive demand, you can put in place the right activities and campaigns that match the partner’s digital capabilities.
Match the activities to the capabilities
Your Marketing Capability dashboard tells you the addressable market for the technology you select. See partners’ digital marketing capabilities and their engagement with your brand. See the focus for the best short term returns and where there are opportunities to focus in the medium term.
Marketing Capability insights at your fingertips
Mindshare is everything, with your end customers and especially with your partners. We show you where your mindshare is most lacking, and most present, so you know where to focus your efforts for maximum impact.
Mapping your digital marketing battlegrounds
Not every partner will be right for every campaign or activity type. With our expert insights, we help you identify which campaign types fit which partners – and who’s most capable of delivering results – so your activity is well placed every time.
Different partner, different focus
Jessica Blackall, Senior Advisor, Channel Marketing Enablement at Dell Technologies
“The Channel Company’s analysis reveals big potential to develop our partners’ marketing muscle. It shows exactly where we can proactively support our partners and help them increase their digital presence.”
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In order to effectively scale your through partner marketing, you need to be able to deliver the right digital campaigns with the right partners. That’s more than just creating great digital campaigns and content. It’s about knowing your addressable market. You need to understand the marketing capabilities and brand focus within your partner channel so you can focus the right activities on the right partners. The spotlight is on digital marketing capability to accelerate pipeline.
The Channel Company tells you the right partners to focus on to drive digital demand for your brand.
The Channel Company provides global technology marketing services to deliver the insight you need to foster stronger business outcomes. Using Intelligent Index™, Marketing Capability™ tells you exactly who is capable of driving digital demand, who needs support and which partners need investment to win brand mindshare.
Discover which partners will drive digital demand.
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Customer engagement & events
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Demand generation
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Brand awareness & mindshare
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To end user – strategic marketing and events solutions
We are the end user enterprise technology content marketing and events specialists.
We create exceptional bespoke content experiences, conduct original research, and develop powerful integrated marketing campaigns that successfully engage audiences and generate high quality leads.
See what we can do for you and your brand.
Whether you’re the market incumbent or a tech start-up, we can help you build a campaign that keeps you front of mind.
Leverage display ads, social, newsletters, e-shots, and industry voice articles to raise your brand’s profile amongst Computing’s engaged IT decision maker audience. Build trust, demonstrate value, and reveal innovation to your target technology and industry sectors.
As specialists in enterprise technology marketing, rest assured that you’re partnering with a truly global organisation that understands your products and your target account list. From initial proposals and kick-off calls, to final proofs and design, we work with you every step of the way to ensure your campaign meets and exceeds your expectations.
ENGAGE
Computing Engage combines expert editorial resources with cutting edge digital marketing to produce content programmes that deliver actionable sales intelligence
Computing will write articles based on your key messaging to make them as engaging and relevant as possible to your target audience
We then use our extensive first party data to drive a targeted online awareness campaign that guarantees page views from relevant decision makers
Computing Engage is an exceptional way to guarantee awareness of, and engagement with, your key messaging
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The Channel Company’s dedicated commercial content team consists of subject experts, content strategists, editors, researchers, designers, and video producers – all at the forefront of their field and dedicated to delivering a campaign tailored to your needs.
Place yourself at your industry’s leading edge with expertly written and designed white papers, digital interactive experiences, videos, and more.
Our original research draws on a deep well of first party end user data, enabling you to shine a light on IT leader and decision maker opinions and experiences to make a data-led objective case for your brand.
WEB
SEMINAR
virtual cio
roundtable
digital
experience
white paper
Video
native
articleS
content
hub
Drawing on bespoke end user research and an expert panel, reach your ideal audience from our new state-of-the-art studio or your own home
Gather a select group of IT leaders to share your message and discuss the latest challenges and opportunities they’re facing
Our online content experiences reinvent traditional formats to maximise engagement and take your content strategy to new levels
Align yourself with the authority of Computing Research with a bespoke paper that educates your target audience with the latest findings
Our content strategists and a studio team of expert video produces will work with you to create a premium video – across interviews, promos, or animation
Add your voice to Computing’s editorial engine with your own featured content piece, or draw on our expertise to create something from scratch
Create a cohesive online home for your entire content campaign, encouraging both new and return visitors to discover each new instalment
Generate targeted leads from amongst our engaged end user audience that match your profiles and maximise ROI. TCC’s highly engaged first party data is perfect for delivering the MQL and SQL leads you need. Reach your TAL, and beyond, whilst maximising CPL value.
INTENT-BASED ABM TARGETING
Webinars and videos
Digital content experiences
White papers
Focus your lead generation efforts, create greater awareness, and drive valuable interactions with engaged technology decision makers - all while gaining a better understanding of the needs, pain points and opportunities of your target audience.
Nexus, powered by Computing, transforms sales and marketing teams into full-funnel revenue generators through a powerful ABM ecosystem of data and relationships. Running quarter to quarter, it’s a modern lead and engagement engine that keeps on delivering maximum value by growing existing relationships and generating new business.
87% of B2B marketers surveyed by ITSMA reported that their ABM initiatives outperform their other marketing investments in terms of ROI
Leverage our integrated data marketing platform which provides a connected view across digital, content and events, all using our first party data. Built by us from the ground up for technology B2B, our ABM platform Nexus marries our exceptional reputation in the market with our audience relationships and first party data to provide campaigns that truly nurture and are based on intent and behavioural insights.
We can show you what your target potential partners are consuming across our sites (which articles they’re reading, what subject matters they’re interested in) as well as how they are consuming it (reading articles, downloading whitepapers, watching webinars, attending events etc.)
Data-driven insights into behaviour and intent to be delivered via a fully transparent client-branded Power BI Nexus dashboard
These intent-based learnings can form the basis of a content-driven nurture campaign that leverages the most relevant engagement tactics
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Account analysis and enrichment
We will create a digital, social and content campaign based on what your target account list is interested in and consuming across our sites
Using a combination of custom Computing content as well as digital, social and email targeting, we will nurture your accounts down the funnel and deliver company-level insights on engagement levels via a real-time dashboard
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Always on nurture programs
Identify, influence and win bottom of the funnel leads through to convert high-scoring companies into qualified leads
Invite the most engaged companies to a bespoke single-sponsor event, to confirm mutual interest and secure new partnerships
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Real world engagement
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Across awards, conferences, festivals, CIO roundtables, web seminars and more, our annual and bespoke events give a voice to your brand and connect you with IT leaders.
We have some of the most influential, respected and longest-running brands in enterprise technology media. They create ideal events platforms for vendors and channel partners alike to engage with their target audiences.
Across every event we inform, connect and inspire by bringing the right delegates, speakers and sponsors together within an industry leading theme, format, and venue.
Computing hosts a broad range of high-calibre events essential for the Senior IT professional. These include Computing's Deskflix series, IT Leaders Festival, CyberSecurity Festival, Women in Tech Excellence Awards, industry leading web-seminars and the UK IT Industry Awards with the BCS.
Please see below a list of upcoming events which are open for registration and entries.
What does the account list look like?
Are there additional opportunities?
Is there a theme or series of themes that can drive the content and messaging?
What is the account list currently looking at?
What is the size of the total addressable market?
Who else is reading around the key subjects that could be included?
How many key decision makers are there?
ACCOUNT LIST
2023 events calendar
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global brands
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Computing
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Contact us to find out how Nexus can reach decision makers with the right budget, authority, and need, and who are ready to buy.
Contact us
broad range of high-calibre events
Engagement & events
Demand generation
Thought leadership
Brand awareness & mindshare
CRN GERMANY
connect with us
global brands
Computing
Channel Partner Insight
CRN UK
CRN GERMANY
CRN
Marketing
Strategy
Events & Communities
Media
services
Contact
Careers
Management
Who We Are
about us
|
Terms of Service
Privacy Policy
The Channel Company, All rights reserved.
WEB
SEMINAR
virtual cio
roundtable
digital
experience
white paper
Video
native
articleS
content
hub
Drawing on bespoke end user research and an expert panel, reach your ideal audience from our new state-of-the-art studio or your own home
Gather a select group of IT leaders to share your message and discuss the latest challenges and opportunities they’re facing
Our online content experiences reinvent traditional formats to maximise engagement and take your content strategy to new levels
Align yourself with the authority of Computing Research with a bespoke paper that educates your target audience with the latest findings
Our content strategists and a studio team of expert video produces will work with you to create a premium video – across interviews, promos, or animation
Add your voice to Computing’s editorial engine with your own featured content piece, or draw on our expertise to create something from scratch
Create a cohesive online home for your entire content campaign, encouraging both new and return visitors to discover each new instalment
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Tap each event to find out more
Tap on each to find out more
