AnsiraCourtney is responsible for the go-to-market strategy and execution to support the Ansira brand across owned and paid activities including analyst relations, sponsorships, paid media, owned events, organic channels, and public relations. She's also the former Channel Partner Marketing Solution lead and has a passion for all brands with distributed sales networks.
In the Expectation Age, brands face a herculean undertaking: managing and maximizing direct and indirect marketing channels to delight customers at every touchpoint. Customers demand a seamless buying experience, blurring the lines between B2B and B2C marketing efforts. Most brands struggle to deliver contextually relevant customer experiences. Data is siloed, messages get lost in the […]
Today, nothing is more important to a customer than the experience; it can make or break brand affinity and loyalty. Because disruptors such as Amazon, Dollar Shave Club, and Warby Parker have heightened buyers’ expectations for every interaction, brands are no longer threatened solely by companies within their industries. Experience competition is real. Now consider that customers make no […]
With innovation driving the pace of as-a-service (aaS) models, gone are the days when selling in the tech vertical is about effectively positioning and pricing easy-to-understand word processing solutions or printer hardware. As more companies like Cisco, Red Hat, and Microsoft emphasize the migration to recurring software subscription models, the role of channel partners must […]
The new year is a good time for brands to review their business goals and evaluate the effectiveness of their existing marketing efforts across downward distribution channels. For a brand to see the benefits of a brand-to-local strategy, channel partners need to leverage every digital opportunity to increase visibility, engagement, and sales in the year […]
Your front-line sales team needs more than talent and charisma to persuade customers. They need to be armed with the right tools to streamline processes, deliver on promises, and communicate effectively. In other words, brands need to invest in the right technology and content — and continually optimize those solutions — to help their salespeople […]
Attracting, engaging, and retaining customers is never easy. Brands must manage customer relationships with relevant, timely data. They have to keep customers hooked and invested with the right content delivered at the right time and through the right channel. And, to be consistently effective, companies in the brand-to-local ecosystem must ensure every partner in the distribution stream […]
National brands with distributed sales or indirect revenue streams often need assistance with local marketing efforts. Channel partners such as franchisees, distributors, or resellers may be the best at what they do, but most aren’t trained marketers. They need guidance and resources to successfully promote products and services to customers — and to market the […]
Content marketing gets a lot of buzz these days, but it’s hardly a new idea. (More than a century ago, John Deere, Jell-O, and Michelin were all killing it with content.) You’ve probably decided that content marketing has to play an integral role in your marketing strategy. And maybe you’ve tried a few things, but […]
Did you know that by some industry accounts, up to half of available co-op and market development funds (MDF) sit around collecting dust every year? For national brands looking to empower channel partners, this statistic is depressing. But for channel partners looking to increase revenue, this could be exciting. Available funds mean that national companies recognize the […]
It’s difficult to know where to go when you don’t know where you’ve been. Although marketers understand the importance of having a content strategy, often they don’t know where to start. This is precisely why a comprehensive content audit is so valuable. What Exactly Is a Content Audit? A content audit is the brand’s looking […]