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Channel Marketing: Helping Channel Partners Understand IT Markets

This presentation covers the main subjects from a report by Alan Howard at Applied Computer Research that information technology channel marketing managers can use to discuss target markets with their partners. It describes three concepts that channel managers should introduce to their partners to broaden their perspective and understanding regarding the importance of defining their most optimal target market. The report itself can be downloaded from

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Channel Marketing: Helping Channel Partners Understand IT Markets

  1. 1. © Applied Computer Research, Inc. 1
  2. 2. TopicsBelieve in the 40/40/20 RuleFour Steps to a Target MarketFour Ms of a Marketing Campaign© Applied Computer Research, Inc. 2
  3. 3. 40 • 40 • 20 Rule Campaign Success is: 40% Audience 40% Offer 20% Creative© Applied Computer Research, Inc. 3
  4. 4. Four Steps to Defining a Target Market Market Definition Market Sizing Market Identification Market Prioritization © Applied Computer Research, Inc. 4
  5. 5. Four M’s of aMarketing Campaign Money Media Manpower Market © Applied Computer Research, Inc. 5
  6. 6. Information Technology Marketing Reports Available at•Understanding IT Market Characteristics: Market Identification andSegmentation Techniques for Todays Informed Marketing and SalesProfessional•Identifying Information Technology Markets: A Reference to DemographicCharacteristics for Information Technology Market Planners•Defining the Data Center Market and Data Center Market Size•Inside IT Departments: Comparing Organization Size to IT Usage andInfrastructure Traits•Market Opportunities for Colocation and Server Hosting Providers:Identifying IT Markets and Market Size by Number of Servers•Storage Marketing: Identifying More Productive Target Markets•IT Opportunities in the Banking Market. © Applied Computer Research, Inc. 6