More than 82% of Australian IT resellers recently surveyed would consider completely switching brands if another brand was to pass them sales leads, according to data released today by Sydney digital marketing agency Affiniti.
The survey of 112 IT resellers showed that 92 of them would consider switching PC brands if another brand could provide them with better marketing support.
Affiniti managing director Joel Montgomery said lead generation was clearly an issue for resellers.
“When more than eight out of 10 resellers saying they’d switch PC brands if they were provided better marketing support and lead generation, there’s an obvious retention issue facing the industry,” Montgomery said.
“Outside the top 100 partners very few smaller resellers get marketing support from the vendors.”
“It’s clear that vendors need to look for innovative ways to support a greater number of their partners with lead generation services in order to drive sales and partner loyalty.”
Affiniti’s PartnerReach product provides email marketing services to more than 250 Australian IT resellers with the service being free to the reseller.
“We partner with the vendors who help fund this hands-off service for the reseller making the process simple and effective for both groups,” Montgomery said.
Many IT brands such as Lenovo and StorageCraft have all benefited from the PartnerReach marketing partnership.
Lenovo’s Marketing Manager, Sara Palmieri, said Lenovo always looks at ways to offer efficient lead gen services to as many partners as possible.
”We understand the importance of helping our partners generate new business and PartnerReach helps us achieve this objective,” Palmieri said.
Greg Wyman, Vice President for StorageCraft Asia Pacific, said in Australia and New Zealand alone it had over 50,000 end users and in excess of 4,900 resellers.
“Many of our partners are small to medium sized resellers who don’t have dedicated marketing resources. We have a strategic alliance with Affiniti so that our partners can deliver professional ‘out of the box’ marketing campaigns to help drive awareness, revenue and of course increased profitability,” Wyman said.
“Ultimately, people want to buy locally where possible and from people they know and trust – using your partner’s existing networks are a logical extension of your own marketing efforts,” Montgomery added.
New data has revealed that Australia’s technology workforce managed to grow in 2020, despite the widespread financial downturn caused by the COVID-19 pandemic. ACS has released its annual Australia’s Digital Pulse report, prepared by Deloitte Access Economics, which looked at how the technology sector performed during the pandemic. And with 2020 seeing the continued rise of eCommerce, […]
Attorneys General of more than 40 US states have called for Mark Zuckerberg to reverse plans for a version of Instagram aimed at children. In March, Buzzfeed published an internal company post stating that the company was looking to build a version of Instagram for children under 13 – the current age minimum of the app. […]
While the 2021 Women Leading Tech awards have been and gone, at B&T we are always looking to celebrate the brilliant women leading the tech industry. Ash Ivory is Outfit’s head of product and spoke to B&T about getting women into product design, leading the next generation of tech, and the joys of motorbikes. B&T: How has […]
Two winners each from Australia and New Zealand were among those revealed by the Type Directors Club. The Types Directors Club is the world’s leading typography organization and part of The One Club for Creativity, with the companies awarded at two premiere global awards programs: TDC67 Communication Design and 24TDC Typeface Design competitions. In Australia, […]
Merlee Jayme, Global President of Dentsu McGarrybowen, is confirmed as this year’s Chair of the prestigious Cresta Awards. The much-awarded ‘Chairmom’ and Chief Creative Officer of Philippines agency Dentsu, Jayme Syfu, says she cannot wait to see what gets entered in this year’s competition. Her role includes vision-setting for the jury of 120+ leading creatives […]
Following a pitch process, The Wired Agency [Wired] has won the creative, digital and social remit for the digital education business, CoWorks. Specialising in providing digital based coaching to HSC students, CoWorks is growing its offering across New South Wales following the profound impact Covid had and continues to have, on students and how they […]
Realtime media monitoring company Streem has appointed Jack McLintock to the new role of Media Relations Manager. McLintock was previously Corporate and Government Affairs Manager at Seven West Media, and also has several years’ experience working in federal politics. Streem CEO Elgar Welch said McLintock’s strong media industry and corporate affairs experience was a key […]
In a move that strengthens its research offering, purpose-driven integrated communications agency Think HQ has brought its research function in-house and appointed Dr Pauline Ho (pictured right) to lead development of its growing research operation. Dr Pauline Ho has joined Think HQ as Strategy and Insights Manager. She is an experienced research and evaluation specialist […]