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Tech Data shifts focus to marketing resellers

Channel Strategy

IT product distributor Tech Data has launched a new marketing service in response to promotional efforts among small and medium-sized businesses in the channel that are generally “lacking”, according to Greg Myers, the company’s senior vice president of sales and marketing.

The resellerCONNECT program, which aims to better spend a company’s marketing dollars, will target those in the channel who already have established commerce relationships that Tech Data.

“I hear it time and time again in my meetings with retail partners about their desire to expand their customer base, their desire to acquire new customers, and resource-based limitations that prevent them from pursuing that next step in their business,” Myers told CDN.  “They are very focused on delivering the day to day requirements and customer service requirements of their business.”

Tech Data plans to undercut the prices of other marketing firms that resellers traditionally outsource to thanks to established relationships and knowledge of the channel.

resellerCONNECT provides assistance categorized into lead generation, event management, creative services and web design.  These services have been informally offered at Tech Data for some time already, and have seen a successful rebranding in the United States, according to Myers.

“These are not new activities for us,” Myers said.  “What’s new is the branding, and the effort to grow and deliberately and more aggressively market these services to our vendor partners and our channel partners.  It’s in our selfish interest to do a really good job at this because we have an already existing commercial relationship, and in delivering these services we would only want to enhance that.”