How do VARs and resellers find information about IT vendors and current trends? | compris-cm.com

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How do VARs and resellers find information about IT vendors and current trends?

Our September publication of the Channel Facts

  • How do VARs and resellers find information about IT vendors and current trends?

 


 

 

The important question for the IT vendors is how to reach the partners that you want to provide with information about your company and trends. To answer this question COMPRiS carried out a survey in August and September 2012. The survey asked  711 resellers which information channels they use to gain information about the IT vendors and what Marketing tools do they use to communicate with their customers.

Are newsletters and channel press a more important source of information for the resellers than IT vendor partner portals when it comes to accessing information?

The majority of resellers use newsletters when they need information about IT vendors. In our survey 63% of the resellers said that they prefer newsletters as a source of information. The second most popular sources of information are search engines such as Google and Bing as well as some other platforms. The search engines are used by 58% of the resellers. 49% of the participants inform themselves through channel press  whereas 39% get information through distribution. The 5th place is occupied by IT vendor partner portal as a source of information for resellers. Only 30% of the participants access information through the partner portal. The least popular information media are online ads and print ads with 6% and 4% respectively.

© COMPRiS GmbH, August / September 2012, surveyed 711 VARS and resellers
© COMPRiS GmbH, August / September 2012, surveyed 711 VARS and resellers
How important is email as a communication tool for VARs and resellers?

In our survey we found out that resellers consider email to be the most important Marketing tool when it comes to informing their customers. These results are relevant for the companies of all sizes.

 

53% of the participants admit that email is the most frequently used medium. Another tool which is of similar significance is the use of recommendations. 52% of the participants approach their customers based on recommendations. 35% of the participants use their website to attract their customers whereas 20% uses customer references and success stories. 17% of the participants use fairs, events and print ads when approaching their customers. 15% of the participants communicate with their customers through telemarketing or telesales and 12% through direct mailing. Web ads are not so popular with only 7% of the resellers using this Marketing tool. Emails and recommendations are the most popular Marketing tools with both smaller and larger companies.

© COMPRiS GmbH, August / September 2012, surveyed 711 VARs and resellers
© COMPRiS GmbH, August / September 2012, surveyed 711 VARs and resellers
Conclusion

Newsletters and emails still play the biggest role when it comes to communication with customers. According to the survey for VARs and resellers they are the most used Marketing and information media tools and this is relevant for all companies irrespective of their size. The survey also shows that partners access information about IT vendors through newsletters and channel press rather than through IT vendor portals. The personal factor plays a significant role as personal recommendations are considered one of the most important tools by the resellers. This is again relevant for companies irrespective of their size.


Although we acknowledge the significance of emails as a source of information for the partners we advise IT vendors to have the right communication mix in the channel. Channel press plays an important role as well as distribution when resellers look for information.


Partners receive an abundance of information on a daily basis so it’s very important to provide partners with the relevant information only. The target should be to position the company, products and solutions in the best possible way. This is the service that COMPRiS offers. We call it channel value communication and provide IT vendors with targeted, customized and flexible email campaigns that adhere to their requirements.