Channel remarketing as a B2B business model w/ Stewart Townsend

Executive Conversations

“Rather than hire direct salespeople, you can accelerate your sales by going through a third party who's already got a customer base. They've already got that reach. They've already got a marketing program, so they can take that product out for you really quickly.”

Hello, hello. Welcome to another episode of the Flying Cat Marketing Interview Series. Today, I'm really excited to speak to Stewart Townsend, who is the co-founder of Podcast Hawk and also works as a consultant for Channel as a Service.

Stewart is the expert on channel remarketing, and supported SaaS household name Zendesk to find resellers for its products and grow the business into new markets. He was first brought into Zendesk in 2013 to build out a channel program across Europe. One of the biggest challenges he faced at Zendesk was educating people internally on what channel remarketing really meant.

Still not sure yourself? In this episode, you’ll get the lowdown on channel remarketing, why finding resellers is a great marketing strategy for your B2B SaaS company, and the most important thing to remember when building relationships with them.

Most importantly, you’ll hear how Stewart overcame his initial challenges with Zendesk to create a channel remarketing strategy worth at least $10m of revenue.
In this episode we talk about:

• B2B marketing strategies
• Channel remarketing
• Zendesk

Timestamps:

01:00-01:34 What is channel remarketing?

01:35-02:18 Channel remarketing vs white-labeling: What’s the difference?

02:19-03:33 Channel remarketing as a business model

03:34-06:13 Why choose channel remarketing?

06:14-07:25 Can you use channel remarketing alongside other marketing activities?

07:26-13:13 Case study: How Stewart selected resellers for Zendesk

13:14-16:17 What is a reseller looking for in a partner?

16:18-18:27 How do you make the partnership successful?

18:28-20:10 How does the relationship differ from integration partners?

20:11-22:03 Stewart’s biggest challenge: Growing his brand in the reseller market

22:04-24:46 Working with Zendesk: The results

Connect with Stewart Townsend on Twitter: https://twitter.com/stewarttownsend

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