New Research Reveals Three Major Marketing Challenges
 
The Channel Institute, a training and certification body for channel business professionals, has published the results of research conducted with more than 200 channel marketing leaders worldwide. Respondents cited three major challenges in the marketing sphere: data management, vision and capabilities, and proving ROI. As such, handling these challenges appears key to success.
 
Michelle Chiantera, Vice President of Global Partner Marketing at Cisco, says, “Our channel partners will need data and insights about their customers in order to provide them with personalized touchpoints. Data is the fuel that will help them gain deep insights about their customers, become more personal with them, and further drive loyalty and advocacy.”
 
Emmanuel de Visscher, Vice President of Global Partners at Xerox, adds, “Clear and compelling differentiators will be even more critical for technology reseller partners in 2019. Resellers increasingly need to be able to position products as ‘solutions’ linked to a specific business case, differentiated from their competitors. They then need to be able to clearly communicate this message through digital channels.”      
 
Michael Kelly, Founder of the Channel Institute, also offers comments. “Our research reveals two elements in particular that vendors believe will make the difference between digital marketing success and failure. Firstly, their growth orientation—are they looking forwards or backwards? Secondly, how good are they at managing and analyzing their digital marketing data? Technology resellers with a forward-looking digital perspective combined with the right data management resources are already far ahead of the pack.”
 
Hilton Hotels Offers Late Check Out Promotion
 
Hilton-branded hotels in Texas and New Orleans have announced the “Save and Stay Late” fall promotion, which offers a 4 p.m. checkout, up to $25 credit to use on property, and 20 percent off at select local dining partners. This offer is available only to those staying at participating Hilton-branded hotels between October 1st and December 31st.
 
“This campaign is giving our guests what they really want: savings and an extra day of relaxation and fun in their destinations,” says Tiffany Lawson, Director of Destination Marketing at Hilton.  “We tossed the 11 p.m. checkout time, provided an onsite credit, and partnered with some of the best local restaurants to help our guests take in every minute of their fall get-a-way.”
 
 

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