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April 2010, Vol. 1 No. 1

Consistency, persistence factor into channel marketing efforts

Let's get something straight right away: Marketing is not about lead generation. Nor is it about placing print advertising, sending out news releases and Twitter updates, filling a conference room for a technology seminar or schmoozing clients at a sporting event. Yes, these are all great marketing tactics, but if you haven't taken the time to develop a mission statement or core value proposition for your business, you're wasting your time and your money. Now more than ever, solution providers recognize that marketing is about building awareness for your company in the community you serve, whether that community is within a five-mile radius or spans a national vertical market. And although many smaller solution providers still rely on vendor partners to help fund marketing activities, more of them recognize the value of developing their own brands. "The goal is to make people aware of what you're doing for your customers and how you stand in the marketplace," said Rosary De Filippis, director of business development and ...

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