Heather Margolis

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Heather K. Margolis, a self proclaimed “recovering channel professional,” founded Channel Maven in early 2009. Heather is passionate about enabling vendors and their channel partners to drive more business through their channel programs. Having led channel programs for companies like EMC, EqualLogic and Dell, Heather helps channel organizations of all sizes build smarter channel programs, manage channel relationships to find added value, and engage their communities through social and traditional media. Heather regularly speaks to manufacturer and channel partner audiences about getting the most from social and traditional media. She also speaks to a variety of audiences about entrepreneurship, building a service business, and B2B strategy.

A proud alum of Babson’s MBA program, Heather grew up in Massachusetts and now calls beautiful Boulder, Colorado, home where she and her husband (and dog Zoe) can be found hiking, foodie-ing, or attempting to tear up the slopes.

Marketing in the Channel: Measuring Partners' ROI 

Channel partners excel at many things, but traditionally marketing has not been one of them. So when it comes to marketing, partners want to know two things: “What’s the return on investment?” and “When will I see results?”

Make Your Social Media a Demand Generation Machine 

In today's IT marketplace, it's estimated that as much as 67 percent of the buyer’s journey happens digitally. That means vendors and sellers are involved in less than half of the decision-making process. That also means the old way of selling is out the window; these days, social media must play a much larger role in driving demand for your expertise.

MDF Rules, Part 2: Getting the Most from Your MDF

Last week, I talked about how channel vendors and manufacturers need to make sure partners use their MDF. This week I want to discuss what channel partners should be spending their MDF on to successfully drive demand. With $25 billion in MDF left on the table every year, it's clear this is an issue.

MDF Rules, Part 1: Make Sure Your Partners Use It, and Wisely 

How is your company using its MDF dollars? Are you using your MDF dollars? According to the Channel Marketer Report, $25 billion in MDF and co-op funds go unused every year. That’s concerning.

Digital Strategist: Your Guide Through the Digital Marketing Forest 

Digital strategies are tricky, especially for companies just getting into the digital marketing game. New tactics constantly are being created, then evolving or dying abruptly without notice. So how can companies stay ahead of the curve with so many players trying to kick the same ball on the same field?

Videos Add Starpower to Content Messaging  1

The world’s appetite for video is insatiable. YouTube is now receiving more than 1 billion unique visitors a month. That means your potential customers are among those who are joining the ‘new norm’ and consuming video content regularly.

Want Social Media Success? Avoid These 6 Pitfalls 

In just a few short years, social media has earned its place as a necessary tool for marketing yourself and your company. It's the perfect place to gather information, research buying decisions and practice social selling. A standout social profile makes all the difference and it’s often only a few tweaks away.

New Year, New Channel Marketing Predictions 1

It's 2015, a new year to embark on new endeavors with anticipation and reap the knowledge hindsight brings. The new year also brings Channel Marketer Report’s Channel Marketing trends and predictions, which we eagerly await. So how have the predictions changed over the last 12 months? Let's take a look.

Blogging: 5 Ways to Keep the Content Flowing 1

Channel marketing involves multiple elements, not the least of which is blogging. Companies that have a regular blog establish and reinforce their position as thought leaders, and a well-written, regularly timed blog can help bring readers back to your site, where they can get the information they need to make informed technology decisions.

How Positive is Your Journey with Your Vendors?

We’ve been talking with a lot of vendors about the “Partner Journey,” or the experience partners have when they sign up with a vendor, go through training, attend a webinar or event, use their marketing resources or even sign into the portal. Is it a positive experience for you, the solution provider?

Are you thinking of the vendor in a positive light, or are you getting more and more frustrated? Do your feelings about your journey affect how you think of your overall relationship? 

5 Tips to Help Vendors Support Their SMB Partners

Successful solution providers are pros at many things, from knowing IT to running a small business. But chances are every solution provider, no matter how successful, struggles with some of the finer points of being a small-business owner.

Promo Items: Great Marketing Tools or Dust-Collectors for the Channel? 1

Channel events and promotional items to together like peanut butter and jelly. Whatever you call the pens, notepads, lip balm, stuffed animals, stress balls and myriad other items vendors foist on attendees—swag, gimmes, promos—if they are really cool, chances are they make it into channel partners' suitcases for the ride home.

Taking the 'Partner Journey' 3

The experience a partner has with a vendor can be multifaceted: informative and beneficial or confusing and unsatisfying. Everything a partner experiences makes up the partner journey. Think about it: When your partners set out to do anything with your program, what is their experience? What is the process? Do they walk away with an understanding of what the benefit is to them? Are they able to accomplish their goals?

Your LinkedIn Summary: A Spotlight on Your Career 1

By now most of us—if not all—are using LinkedIn, that social media site for business professionals. You’ve added your relevant career information, included attachments and videos to highlight your work experience and made connections with like-minded professionals. But how much time was spent developing your LinkedIn summary?

IT Companies: Resolve to Evolve Your Channel in 2014 1

As the end of the year approaches, talk often turns to new year's resolutions. But how many of us actually stick with them? Instead, companies should look at how they are helping their channel evolve in 2014: What are your goals? How do they relate to your partners’ goals? 

Social Media Success Comes with the Right Tools
September 28, 2012
Hi Yvonne, Thanks for the comment! Are you able to use those tools to provide tweets for partners to push out? If so I'd love to hear more! Best, Heather
Do We Really Need More Social Networking with Google+?
June 29, 2011
Couldn't agree with you more Dave. What a waste. I see Google Wave Part II as far as success rates go. With all of the time spent trying to figure out what does what, please...
Vendor Channel Blogs: Growing Up or Dying Off?
September 18, 2010
Great post, the Channel Maven needs to take some of this advice herself! I tend to agree that Facebook pages are better for friends/family and consumer goods companies so I don't...
VARs: Struggling with Social Media or Marketing In General?
August 27, 2010
Nailed it! Social Media is not a strategy, it's a tactic that should be folded into each of your sales and marketing strategies. "Inbound Marketing" by the founders of Hubspot...
CRM for Everyone... Even Me
May 27, 2010
Thank you all for the great comments...glad to see there are other options out there. Been using Sugar for about a month and a half now. The set-up for a non-technical person...
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