Frequently Asked Marketing Question

What are some effective ways companies can market their services together?

Answer: It seems like the central issue in your question is the alliances. These are essentially inter-company relationships, so the key ideas to think about are how to build relationships and market services together. This is a broad topic, to be sure, and one that people tend to make more complicated than it needs to be, since relationships between companies are a lot like relationships between people.

You need a certain degree of complementarity to market services together...so look for partners that don't overlap with yours, since there is no incentive to cooperate. The same gos with effective seminars, etc....complemtarity is the key issue. Beyond that it resides mostly in the ways you build trust and mutual dependence since these are the things that will preserve the relationship (and thus the effectiveness)...so how to you build trust?

First, make sure your share rewards and burdens, make promises that you can deliver on and establish norms of behavior between you and the partners. Create a sense of mutual dependence and use credible commitmenets. You can read more about these ideas in our article... on CRM and another one mentioned therein. Obviously there are many little tactics you can use to make seminars, etc. more effective, but they all are based on the same general ideas outlined above. You might try reading articles at

More resources related to Marketing Channels

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Which marketing channels and tactics are driving the best results for small businesses in 2024? To find out, researchers conducted a survey among 400 small business owners and small business marketing managers in the United States.
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Executives say email and search are the two marketing channels for which it is easiest to measure return on investment (ROI), according to recent research from Millward Brown.
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Most small businesses are putting more marketing budget toward social media and websites this year, according to recent research from Clutch.
The Six Most Popular Digital Marketing Channels With Small Businesses

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Social media, websites, email, SEO, videos, and content are the most popular digital marketing channels and tactics with small businesses, according to recent research from The Manifest.
Adoption of Emerging Marketing Channels Heats Up

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Unprecedented change brought on by a volatile economy and the rise of new marketing channels is creating opportunities for marketers—and leading the way for widespread adoption of emerging tactics such as social media, rich media, and mobile marketing, according to a survey of online and direct marketers by Unica and Salloway & Associates.
Top B2B Marketing Channels and Tactics

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Company websites remain the top digital channel for B2B marketers, with 81% rating their sites as effective in helping accomplish key marketing goals, according to a recent report from Regalix.
The Most Difficult Marketing Channels to Track

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Marketers say they struggle the most with tracking the impact of their television and print campaigns, according to recent research from Ruler Analytics.
The Digital Marketing Channels Small Businesses Use Most

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Websites and social media are the digital marketing channels that small businesses use most, according to recent research from Drip.
How to Recognize When It's Time to Expand Into New Digital Marketing Channels

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Marketers and advertisers often invest exclusively in Google and Facebook advertising to find, engage, nurture, convert, and retain their customers. Should they branch out? This article weighs the pros and cons.
Calendars as Marketing Channel: Four Best-Practices for Reaching Your Customers

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In our age of information overload, engaging your audience is more challenging than ever. But what if, rather than trying to divert customers' attention, marketers could meet customers where they're already spending time?
Customer Reviews as Marketing Channel: How to Create a 'Review Funnel'

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Here are some specific tactics for getting more happy customers to share the good word about your business, product, or service.
How to Survive the Cookieless Future: Refocus on Your Owned Media Strategy

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Taking control of your owned media will help your organization transition more smoothly into the coming "cookieless" world. Learn what that means, and how to do it.
Your Email Marketing as Cinderella: Treat It Like a Princess, Not a Servant

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How do you upgrade email out of the servants' quarters and into the manor house without causing companywide upheaval that makes a season of Downton-Abbey seem like a child's fairy tale? Focus on these five objectives.
Eight Key Elements Your Annual Marketing Plan Must Have to Succeed

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The annual marketing plan you created last quarter already feels out of date. How on earth are you supposed to plan for an entire year when marketing technology and platforms are changing at the speed of light?
Which Marketing Channel Gives You the Most Bang for Your Click? [Infographic]

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Consider the various online marketing channels you use regularly. Do you know which ones yield the highest return? This infographic highlights which channels get the most visitors, result in the most customers, and more.
Five Important B2B Marketing Trends in 2011

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2011 is here, and that means B2B marketers have just been evaluating plans and allocating budget. Though each company is different, the same five trends will affect them all—and marketers who capitalize on them are better positioned to reach their goals.
2017 Social Media Marketing Trends: Top B2B and B2C Networks and Paid Channels

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Marketers say Facebook is the social network they use most—as well as value most—for marketing their business, according to recent research from Social Media Examiner.
Enterprise Marketing in 2016: Channel and Priority Trends

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Enterprise marketers say television advertising and social media are two of their top channel priorities this year, according to recent research from Clutch and R2i.
Top 10 B2B Marketing Mistakes

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Even the most seasoned marketing professionals sometimes fall prey to mistakes in tactics or implementation. But with a watchful eye, practitioners can avoid costly pitfalls. Here is a quick review of the 10 most common B2B traps and how you can dodge them:
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What happens when a global crisis hits and your marketing emails are suddenly one of the last things a customer has time to think about? The answer: don't proceed like normal. To ensure your email program remains effective and authentic, follow these five practical steps.

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