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b'The world has been on a rapid digitization trend over the past few decades, but 2020 rocket-fueled the adoption of many digital platforms starting with tools like Zoom, Microsoft Teams and other types of collaboration software. Leading channel marketing software platforms have always been at the center of channel collaboration, because you can use them to seamlessly digitize workflow and content sharing across various groups of partners and channel stakeholders. Remote collaboration in the channel has been always focused on driving partner ease of use and lowering friction across various parts of the channel value chain.\\n\\n\\n\\nWith the advent of integrated partner relationship management (PRM) tools and through-channel marketing automation (TCMA) tools, channel marketing software has focused on all aspects of remote marketing, including \\u201cmarket to,\\u201d \\u201cmarket through\\u201d and \\u201cmarket with\\u201d activities. Let\\u2019s discuss these activities in a bit more detail and explore how channel marketing software can help:\\n\\n\\n\\n\\u201cMarket to\\u201d \\u2013\\xa0Traditionally, marketing to partners or prospecting for partners put a premium on advertising and events where a vendor promoted its wares as well as its programs. If prospective partners had interest, they would call into the vendor channel support line and sign up for a program to see if they qualified. This required a kind of mass marketing approach; narrowcasting was not available. However, with today\\u2019s leading channel marketing software tools, a vendor can laser-target a set of potential partners directly (via newsletters and other vehicles) or narrowcast via various social networks and channel content sites. This engagement can be fully digital, and traffic from those sites and sources can be driven to a central site where a vendor can run webinars (live or on-demand), showcase various customer and partner success stories, and have very specific calls to action to sign up for programs.\\n\\n\\n\\nThese tools were around in the pre-pandemic world, but COVID-19 pushed marketers back home and made these tools a central part of outbound marketing. Needless to say, as we exit the pandemic constraints and start mixing again in face-to-face events, digital will continue to dominate and channel marketing software will be able to provide a seamless, integrated platform to channel marketers for both digital and physical activities. Based on customer usage data and ROI, we can also confidently forecast that digital ROI will always outpace the ROI of physical events, although the latter will probably still be necessary to maximize reach. The pandemic won\\u2019t stop physical events forever, but we have now shifted decisively to a digital space and we will all be trying to optimize activities around it.\\n\\n\\n\\n\\u201cMarket through\\u201d \\u2013\\xa0When a vendor grows, and its channel partner ecosystem grows, it tends to focus on partner-led demand generation activities. In early stages of growth, most vendors drive awareness of their products and solutions to the end-buyers themselves, but as the brand and category awareness increase, vendors tend to focus more on their partner base as a major source of new lead generation and business. This is where channel marketing software can significantly augment a vendor\\u2019s lead generation effort by providing partners with a set of focused tools that can engage end-buyers with vendor-specific content, augmented by the partner\\u2019s own solutions and capabilities.\\n\\n\\n\\n2020\\u2019s pandemic forced everyone to work from a remote environment and reduced physical event-based activities to\\xa0\\xa0a minimum. Even when we come out of the pandemic lockdown and social distancing requirements, we will continue to see many end-user-centric events ending up being online. Just like \\u201cmarket to\\u201d activities, \\u201cmarket through\\u201d activities were already going digital before, but the pandemic pushed most of these activities decisively online. A state-of-the-art channel marketing software platform can provide the necessary integrated marketing tools\\u2014such as e...'