Tech Data (NASDAQ: TECD) has enlisted its TDAgency marketing services unit to apply some heft to channel partners’ marketing efforts--particularly for SMBs--through a new initiative called resellerConnect.

TDAgency is no small potatoes operation. According to the Tampa Bay Business Journal, the agency, located at Tech Data’s headquarters, is one of the largest in the local Tampa area, focused solely on serving the distributor’s vendors and resellers and staffed by some 70 employees.

The idea with resellerConnect is to bring TDAgency’s skill and knowledge in vendor-driven marketing to Tech Data’s channel partners. TDAgency will supervise a four-point resellerConnect program, assisting channel partners to zero in on how best to leverage marketing to grow and scale their businesses and spend market development funds (MDF) wisely.

"Through our decades of channel experience, TDAgency has the industry experience, channel knowledge, and pre-established relationships to enable the marketing success of our resellers,” said Derrek Hallock, TDAgency vice president. “Helping our SMB resellers generate demand through marketing services, as well as effectively attain and deploy MDF, is a natural extension of the TDAgency value proposition."

The four main focus areas of resellerCONNECT span lead generation, event management, creative services and web design.
  • Leads: Partners can access TDAgency's appointment-setting service on a pay-for performance basis, direct mail services and email marketing using enterprise-level software that allows full transparency and behavioral-based campaigns.
  • Events: TDAgency's events team can manage resellers' end user events of any size, including contract negotiations, budget development, travel coordination and event recruitment to ensure the best outcome possible.
  • Creative: Partners can tap into the agency’s creative team for services such as branding and graphic design, video production and copywriting to engage resellers’ audience, create awareness and drive demand.
  • Web: TDAgency’s web and emarketing consultants are available to channel partners for services ranging from a website refresh to full website development.
In addition to the above services, TDAgency also intends to present a quarterly education series, including industry best practices and deeper-dive webinar trainings to show partners the value proposition each area presents to help maximize return on investment.