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The Channel in 2018

A new year ushers in resolutions, business plans, marketing strategies and general commitments for the year. Here at purechannels we like to keep our finger on the pulse, so here is our take on some of the big changes for 2018 that will contribute towards defining and shaping the channel.


Emerging Tech


The Internet of Things (IOT) and Artificial Intelligence (AI) are two hot topics and technologies creating a real buzz in the channel and will continue do so in 2018. The level of connectivity that the IOT brings to workplace devices means greater requirements around software and hardware, in order to meet the demands of the business. This presents an opportunity in the channel as demand for expertise and solution providers that can do it all increases.


AI companies are using machine learning technology to analyse network and data performance to automatically identify anomalies and mistakes, which may result in catastrophic issues such as data loss or a network breach. Large vendors and small resellers are investing in technologies that can help them reduce cost and scale their business.


VR technology is increasingly becoming incorporated into the marketing toolbelt, with new releases of smartphones, allowing clever and immersive ways to differentiate products and services throughout the channel, with the likes of Google AR stickers used for the release of the new Star Wars: The Last Jedi. Look out for more VR-based marketing!


MSP Market


The managed services market has been forecast to increase at a CAGR of 12.4% over the next five years according to Yahoo Finance, increasing from a value of around $142.7 billion at the beginning of 2013, to a total of $256 billion by 2018.


The recent trend in the industry shows that there is a high demand for managed services across every industry vertical, with the implementation of managed services reducing IT costs by 30 to 40% according to MarketsandMarkets. Combined with emerging IOT technology and cloud storage improvements, this is driving the need for broad IT expertise and experienced MSPs, which tallies with our experiences in 2017 within B2B marketing.


Account-Based Marketing


Account-based marketing (ABM) is an alternative B2B strategy that concentrates sales and marketing resources on a clearly defined set of target accounts. That said, a good data set, combined with some of the great marketing tools and resources out there (including agencies), really means that all accounts can be appropriately targeted to their needs and receive the level of service they all deserve, rather than just focussing on the top tier. This is great for the channel, where it can often be hard to scale.




General Data Protection Regulation (GDPR) is a collection of data privacy laws across Europe, to protect and empower all EU citizens data privacy and to reshape the way organisations across the region approach data privacy. Enforceable in May this year and affecting every size of business, GDPR will also be making its way into the UK Data Protection Bill, which is currently making its journey through Parliament. With a third reading due in the House of Lords on the 10th January, the UK Data Protection Bill will modernise data protection laws. If you handle personal data of EU citizens in any way, there is a need to review your data protection policies, or write one. From small community businesses, to large corporations, needs will differ, but policies will need to be reviewed and/or written. The IT channel is ready and waiting to provide those solutions.


UK Tech Industry


With Facebook’s new office opening in London last December, Google unveiling plans for a £1bn London headquarters and Amazon’s new product research centre in Cambridge, investment in the UK technology space is strong, despite Brexit worries. According to TechNation, in 2016 the UK secured £6.8 billion in venture capital and private equity investment, that’s over 50% more than any other European country. With Entrepreneurs’ Tax Relief and the number of digital technology jobs growing at more than twice the rate of non-digital technology sectors, the UK has seen an explosion in tech start-ups, from AI and robotics, to 5G, smart energy and more.


Welcome back, Happy New Year and best wishes for 2018

And here we are again, the start of another new year. The thing about January is that it seems to offer up the perfect excuse to ‘start again’ or ‘do something new/different’. But really is it an excuse that we need? Rather than an excuse, why don’t we give ourselves a reason: a reason to take everything we did last year, and the year before and the year before… and make it better. Take all the good things that were successful, all the things that might not have been so successful, and use them to create something better.


This is what we will be doing here at purechannels. 2017 saw the usual ups and downs and we will be drawing on all of these to motivate and drive us forward into 2018.


Some of the positives we will build on include several new major client wins, some beautiful project work and of course our presence and wins at some of the major industry awards. We enjoyed a small win at the DRUM Marketing Awards and a place as a finalist on the shortlist at the CRN Sales and Marketing Awards. But, the pinnacle for us was taking the Runner Up spot for ‘Best Channel Marketing Initiative’ at the B2B Awards in November. This is a big stage, full of some of the biggest and best agencies in the world. For us to stand shoulder to shoulder (and beat!) these guys is a huge boost for us – and our clients.


So, for purechannels, 2018 provides two huge opportunities:


  1. An exciting opportunity to do the things we did well – and not so well – better, and maybe a bit different. We will continue our quest to be the number one go-to agency for anything channel and to offer our clients unrivalled attention, service, channel expertise and flexible responses to whatever they need.

  3. An even more exciting opportunity exists for our clients and prospects; people we know and those we are still yet to meet. Our business is not actually about us. It’s about our clients and the trust they place in us to deliver what they need for their channel. Without this we cannot share our knowledge, our expertise and our core principles of providing the best channel services possible. And for that, we are always grateful, and extremely thankful.


So, please, keep coming to us, keep testing us, keep asking us to do more and go further for you and your channel. We live and breathe this space every day. So, no matter how large or small the project you might be thinking about. No matter what the timescale or budget. Ask the question “what could purechannels make of this?”. It might just be the start of a wonderful new opportunity for us both.


I absolutely look forward to personally speaking and engaging with as many people as possible this year – those of you I already know and the people I can’t wait to meet.


Best wishes for 2018.




MD, purechannels
07854 996 313

Channel Chooseday.

In light of the two big days we have had in the last week… Black Friday and Cyber Monday, we thought we would throw something new into the mix – Channel Tuesday. Or could that be Channel ‘Chooseday’?


The thing is, when it comes to choosing what’s best for your channel there are a lot of things to consider. One of the major choices you have to make is who is going to help you – what agency are you going to choose?


So, to help celebrate our inaugural ‘Channel Tuesday’, here’s a choose list of our top things to consider when it’s your time to choose.


Choose an agency. Choose targeted partner communications and exciting campaigns. Choose successful, partner recruitment campaigns that demonstrate impressive ROI. Choose win-back campaigns to engage old or inactive partners. Choose a simple structure to your Partner Programme. Choose making it about your partners. Choose infographics. Choose video. Choose white papers. Choose education and enablement. Choose social media. Choose empowering your partners. Choose your battles. Choose a good portal – developed by channel people for your channel. Choose to ask your partners what they want and what you can do for them. Choose appropriate, uncomplicated partner incentives. Choose campaigns that connect across a range of assets. Choose emails and telemarketing. Choose accepting help and advice (don’t choose doing it alone or with people who don’t know the channel). Choose working with a team that can be tactical across an ever-changing channel space. Choose strategy alongside tactics. Choose long term. Choose short term. Choose people who can respond in double quick time – because that’s what your partners need. Choose creative thinking. Choose channel experts. Choose the right agency that not only gets the channel, but that can drive you and your channel. Choose where to spend your budget wisely. Choose your future.


And if you are in any doubt at all about how to make all the right channel choices, choose an agency that can help take care of it all for you: Choose purechannels.




AI & The Channel

According to Professor Jack Copeland, Artificial Intelligence (AI) is usually defined as the science of making computers do things that require human intelligence.


We are a far cry from Steven Spielberg’s 2000 film AI, but have most certainly come on in leaps and bounds, with even the likes of Elon Musk stating that artificial intelligence could be humanity’s greatest existential threat, this time by starting a third world war.


We believe we are a long way from facing those kinds of problems, but it cannot be denied that AI is infiltrating technology at a rapid rate. From the speech recognition technology tied into devices like Siri and Amazon Echo pushing voice searches up to 20-25% of all searches, through to virtual agents and machine learning platforms deployed into APIs.


At a recent cybersecurity conference, two-thirds of industry professionals questioned said they thought the first AI-enhanced cyberattack could come in the next 12 months. That being the case, major IT companies are rapidly incorporating AI technology into their software, particularly around cybersecurity solutions.


While most of the early adopters of AI are enterprises, that landscape is quickly changing as the technology increasingly becomes embedded in software applications and vendors make AI available as services via the cloud.


The IT channel of course has a tremendous opportunity to capitalise on AI technology as part of their overall solutions. With consultative selling increasingly in demand, managed services, the cloud and now AI are a reality that every solution provider must deal with, whether offering them as part of their portfolio or competing against them in their markets.


According to Research and Markets the AI market is expected to be worth 16 Billion USD by 2022, with a Narrative Science survey discovering last year that 38% of enterprises surveyed are already using AI in some way within their business.


If you’re not confident that your channel partners or sales team has the marketing resources needed to enable them to sell your services, please get in touch at or call us on 01424 774 925.

Upcoming Webinars

Want to find out how other brands’ partner programmes are doing things differently? Our sister company, purechannelapps, have a series of fantastic webinars coming up that will give you an insight into what your competitors are doing.


Hear about the latest successes in channel comms, social amplification, partner portals and channel marketing.




SEPTEMBER: 63% of channel marketers say communication is the biggest issue.


The first in this series is on 21st September when Juniper Networks will share how they have revolutionised the way they communicate with partners. Juniper Networks have thousands of channel partners globally, so how do they successfully manage to communicate, engage and deliver what these partners want all at the same time?


Join Louise Hunter, Senior Partner Programs Manager and Roger Horine, Working Partner Communications Programs Manager to get some hints and tips on how the big boys do things.


Date: 21/09/17 | Time: 4:30pm BST





OCTOBER: How Avalara increased their web traffic by 115% and their partners’ digital footprint with socialondemand.


Are you using social media to communicate to and through your channel partners, to increase your reach and awareness? Avalara is, and they’re receiving 115% increase in clicks. Yes, 115%!


In October, Avalara are joining us to explain how they increased their partners’ digital footprint with socialondemand.


Join Kristen Roeter, Senior Partner Marketing Manager and Tiffany Lieu, Social Media Marketing Manager, from Avalara where they will explain the success they are seeing with socialondemand.


Date: 18/10/17 | Time: 4:30pm BST





DECEMBER: A revolution in partner portals.


How good is your partner portal? Maybe your partner portal isn’t working as good as it could be? Is it receiving the level of engagement you would like?


Join Clare Leetham, EMEA Partner Programme Manager at Zyxel to hear how and why their portal has been such a success in delivering what their partners want, when they want it.


Date: 06/12/17 | Time: 4:30pm BST



The Perfect Partner Incentive!

A carefully planned and managed sales incentive programme has the potential to grow both new and existing revenues. It does this by redefining how you motivate your partners and their sales teams. Proper incentive programmes should be viewed as long-term investment and rather than a short-term solution and as such, should be managed accordingly. There are occasions where short-term wins can be achieved by running smaller incentives of course, but typically incentives should be as much about behaviour change and mind-share over a period of time, as they are about increasing numbers for a period of time. If you provide your channel with the support and encouragement they need to increase sales, change behaviour and increase mind-share, they will in turn provide their/your customers with the best possible experience and keep them coming back for more!


Whether it’s a new programme being introduced for the first time or an enhancement to an existing one, it is important to generate as much partner awareness as possible. Good planning, a strong message/theme and consistent, regular comms do this by explaining the rationale for the programme, introducing the supporting tool(s), summarising qualification/requirements and how the process of earning, giving, and receiving rewards will work.


‘Properly constructed incentive programs can increase performance by as much as 44 percent.’ By Harold Stolovich, PHD


Here are our Top Tips when considering a Channel Incentive Programme.


Proposition and Messaging


How will you communicate your new partner incentive programme? How will you catch their attention amongst other vendors also running incentives? It is a good idea to have a strong theme or concept that drives the incentive and then all comms, campaign activity, assets, events and awards can carry a consistent theme. This will help to establish a strong engagement amongst your targeted partner sales audience.


Resource and Budgeting


What resource do you have in place to manage the incentive and liaise with your chosen agency and incentive programme provider? There will be an internal resource implication but ideally your trusted agency/provider will take a lot of this away from you. And factor in budget early. Not only for the setup, infrastructure, launch and ongoing comms, but for the rewards themselves. They cost money too! You need to budget clearly for the rewards you will be giving, whether these are simple spot prizes, amazon vouchers, weekly champions or end of programme ski trips! It all needs to be included and that way you can calculate a more accurate ROI, including the likely sales uplift you will see too.


Communication is key


Communicating an incentive scheme effectively and consistently is crucial to ensure partner uptake and engagement from the outset, pre-, during and post- launch. The programme must be clear and simple to understand. Participants will need to know exactly what they are able to achieve and what is expected/required of them to earn their rewards. Your comms must be:


  • Clear and concise – as well as simple and easy to understand
  • Open and honest
  • Personal to each partner
  • Regular and frequent. This includes:
  • Weekly/fortnightly/monthly basis
  • Reactive messaging either programme specific or industry specific
  • Automated messaging when certain ‘per-participant’ activity happens, i.e. a target is reached or something is achieved.
  • Updated positions: Where is each individual in compared to their target… and importantly
  • Where are they on the leader board?!

    Make targets and goals realistic


    Set realistic and fair targets – both for you running the incentive and for those taking part in it. It doesn’t matter how good the rewards are, if people feel they will not be able to achieve them, they won’t even try. A programme however that keeps partners informed about their progress and achievements will further motivate them to keep pushing.


    Internally also, when running the programme, it is essential that you attribute the correct targets/goals/objectives when setting up the incentives. ROI is key so you must not under or over estimate what the likely return will be, or there could be trouble ahead.


    Reward all your partners


    Reward everyone who is successful and not just your top performing partners. Rewarding everyone’s success will promote a much more productive atmosphere. In addition, a leader board can be used as a great communication and motivational tool, even if separated by your partner tiers, or amongst individuals within partners, so as not to de-motivate different levels of partners or individuals. Everybody likes to feel special so you could also add in personal or ‘per partner’ targets for them to achieve.


    Motivate through sharing


    Sharing rewards with partners and informing them that people are winning, and winning regularly is key to long term success. Telling those involved about their progress in achieving specific rewards, as well as similar successes of others along the way, will keep them going. Essentially incentive and reward programmes are about loyalty, sales, behaviour and mindshare. And as we all know salespeople are highly competitive so use this to encourage and motivate them.


    Keep it fresh


    Your programme will benefit by staying on top of industry changes, as well as the changing business objectives and focus of your company. Regular meetings and partner feedback will help you tweak your programme ensuring sustained activity and engagement. You need to ensure your partners find it fun, fresh, interesting and ultimately achievable.


    Measure results to ensure your programme is paying off


    Constantly evaluate and analyse to ensure new partners are buying into the programme and existing partners are engaged. Make sure you have access to the right performance metrics to allow you to keep on top of communications. And get it all right at the start: know what you want to measure so you will able to measure it! (Sounds obvious doesn’t it…)


    Keep your rewards appealing


    Deciding on the rewards is one of the most important parts of designing a successful scheme. If the rewards are not in line with demand, your partners will not have the desire to keep pushing those deals. The ‘not another catalogue’ syndrome can hurt your well-thought-out programme as it will fall flat regardless of how good it looks! Ensuring partners know precisely what they can win, what new incentives are on offer, as well as what’s coming soon, will keep interest and excitement levels up.


    Whatever form your communications take, remember that consistency and frequency is essential to any programme’s success. Informed partners will be inspired partners and they drive results that grow your bottom line.


    Stand out!


    Don’t forget you are not the only one. Partners are likely to be part of one or more incentive schemes offered by multiple vendors – your competitors in fact. How will you make yours compelling enough to stay front of mind to ensure that your partners are motivated more by you than anyone else?




    It is also important to mention taxation. This is something you will need to seek specialist advice on, as the regulations will vary from region to regions and country to country. It is something that is likely to affect your incentive programme – especially if you are expecting to roll out globally. So we do suggest that you speak to your tax specialist/advisor locally and that you work with an incentive partner/provider who is able to provide a platform that can cope with and manage the many differences in tax implications. It is possible to manage, but it’s not straight forward to centralise globally anymore. So you can either co-ordinate, using the necessary experts or just keep the incentives local in the regions that want to take part, and thus they take care of their taxation locally.


    Do not think it is easy


    Incentive and reward programmes have been around for donkeys’ years, so you might be forgiven for thinking ‘just doing an incentive scheme’ is an easy fix. It’s not. The landscape has changed, become more competitive and partners have become more selective in terms of what is going to make their business better.


    The simple solution: You must engage the services of an experienced, knowledgeable organisation who not only know incentives but also know and understand the channel and creative marketing. There must be considerable time, effort, resource and finance committed to any incentive/reward programme and ‘going it alone’ or choosing a supplier with no channel knowledge is sadly unlikely to end well.


    And at the same time, there is a huge amount of success to be had with a well presented, well planned and well executed programme.

    The truth behind GDPR

    Not everything that we read or see on the internet is true. It was at Donald Trump’s first press conference as President-elect when the term “fake news” was widely used in the media, but fake news has been around for years. The following stats from Google Trends show searches for the term ‘fake news’ over the last year, which supports this:




    General Data Protection Regulation (GDPR) will be enforceable in exactly 11 months’ time. With dozens of articles being published and more to come on the topic between now and May 2018, it’s difficult to read between the lines. So, which GDPR news is fake?


    NOT REAL: GDPR is all about ransomware and cyber-attacks.
    In fact, GDPR is about how, as an organisation you handle the personal data of individuals residing in the EU. Those individuals now also have increased rights when it comes to requesting a copy of, the deletion of or a change in their data, which they no longer have to pay for either. Expect more types of requests for personal data from individuals.


    NOT REAL: A breach or compromise of your data is all about the fines!
    Whilst fines can be up to €20M or 4% of global revenue, whichever is greater, there are other concerns such as the impact on individuals (you must notify all affected) as well as the cost implications at an insurance level (higher premiums based on the lack of compliance). Businesses should consider the cost of data breach coverage.


    NOT REAL: GDPR is all about I.T.
    In fact, GDPR has signalled a cultural shift in how companies manage personal data throughout the business. How it is managed, where it is stored and how it is used.


    NOT REAL: If your head office is outside the EU then GDPR does not apply.
    In fact, any business handling the personal data of EU citizens (US HQ or otherwise) will be liable and will have to adhere to GDPR. A full audit of your data storage is recommended.


    NOT REAL: You MUST employ a DPO (Data Protection Officer).
    The reality is there must not be a conflict of interest with whomever is made responsible for personal data. Therefore, hiring a third party DPO may make more sense and therefore more cost-effective long term.


    NOT REAL: Becoming GDPR compliant is as easy as 1, 2, 3.
    There are in fact 12 key points of compliance which depending on how well organised your business is, can have varying levels of complexity and therefore cost. Every department will be impacted (IT, HR, marketing, legal and more) and with only 11 months remaining before GDPR becomes enforceable, the clock is ticking.


    If you would like to discuss how you can position your product and services around GDPR, educate your distributors/partners, advise your end user customers or generally align your sales and marketing activities with GDPR, get in touch at or call us on 01424 774 925.


    So you thought Facebook didn’t work for B2B?

    Well, it’s time to think again! But how do you create really effective Facebook content to get your message out there? Lux Narayan from Unmetric spent time looking at the top 20 B2B brands before focusing in on Citi and Microsoft to identify what works so well for them.


    Lux found that B2B marketing on social media is all about efficacy and yes that really is a good thing. B2B brands have a smaller, far more concentrated number of people to target than B2C brands, and this fact alone allows them to create content that is most relevant to their niche audience.


    He found that:


  • There’s no point in over-posting. In fact, the engagement and the number of posts show a fairly negative correlation to the engagement score.
  • Most of the posts by brands studied contained photos.
  • However, posts that carried links to owned webpages and external sources engaged the best.

    Okay so he also states there’s no one-size-fits-all solution here but trends are visible across the board.


    Take Citi for a start. During his research Citi posted only 19 times during the first quarter of 2017. That’s all. However, these posts fetched the brand a whopping 1.4 million likes, over 4000 shares and reached over 10 million Facebook users.


    Promotion was the key to Citi’s social media success. Rather than fill its audience’s feed with content, Citi ensured the quality content they promoted reached the maximum number of people.


    Most of the content revolved around initiatives by Citi and other company news but they successfully mixed up the content types. Of these 11 posts, two contained photos, three were videos and six carried links.


    Supporting text updates and links with photos ensured Citi’s audience engaged with company updates and then video used the power of story-telling, for even higher levels of engagement.


    Lux identifies that links are an important content type, getting people to visit your webpage and sign up for your various products and services. But it is the text that describes it and the featured image that are crucial in determining whether your audiences click through. 


    So while Citi went with a ‘less is more’ strategy, Lux found that Microsoft posted 61 times during the three-month period Lux analysed.


    The first blindingly obvious take away was how wonderfully diverse the topics and the formats used were. Of the 61 posts, an impressive 27 were videos. These brought in more than 84% of all the interactions the brand received. Food for thought?


    Their most shared piece of content was in fact a story-telling video highlighting the strikingly low representation of women in the STEM field. Seeing children refuse to take that fact lying down is heartening. It also drives the person watching the video to contribute to the effort. Watch it here.


    Microsoft’s videos focus on people. It is not just a rundown of what all Microsoft Surface’s features are, but how real people use products in order to achieve their goals. Engaging stuff.


    Lux states that often with B2B marketing, the basic fact that you are still appealing to a human being, often incredibly gets forgotten. Videos succeed because they can be easily consumed with little effort from the audience.


    For both Microsoft and for Citi, along with a balanced promotion strategy that gives a boost to the reach, it is shareable, quality content that ensures that their messages get through to a wide audience.


    Lux concludes that a thumb-rule for any B2B brand is to have a clear picture of what you want out of Facebook and then take data-backed decisions on how to achieve these goals. Analysing the success of your posts in order to nail down the optimal length of the text, image and tone is important. But Facebook does provide you with a whole raft of rich data on your past performance, including reach, engagement etc.


    So identify which of your posts resonate well with your audience, couple this with a thorough knowledge of industry trends and what your peers are up to, and there will be no stopping you.


    Facebook really does work for B2B. The evidence is simply overwhelming.


    Read Lux’s full research blog here.


    purechannels win at the DRUM Awards.

    Well this year has seen another first for us here at purechannels. Having been nominated on the shortlist again for Best Long Term Marketing Strategy at the DRUM Awards, we were delighted to have been recognised on such a huge stage.


    But, the shortlist was not enough.


    As the proceedings kicked off, the room of 500+ of some of the world’s best creative and marketing minds were challenged to a ‘selfie-off’. Using the masks that the DRUM had scattered around the tables, in his welcome speech Stephen Lepitak (Editor at the DRUM) laid down the challenge.


    Simply: “Whoever tweets the best selfie of the night, using the masks, wins!”


    The competition was fierce, we were up against some giants… McCann, Ogilvy, CHI & Partners, April Six, PHD, WCRS, Earnest and many others.


    Anyway, with a combination of two Fresh Princes, the photo created and tweeted by our MD and Senior Account Manager took the evenings first award.




    So, yes a bit of fun but we didn’t officially pick up a DRUM award for our efforts. However, whilst referred to in his opening gambit as “Best selfie competition”, it is more than likely that it will go down in purechannels history as something along the lines of “Best use of social media at a live event” or “Best live/in-play marketing activity”.


    At purechannels we pride ourselves on being able to respond accordingly and appropriately to the demands of our clients, operating exclusively in the channel. The channel needs agencies who can react quickly and who can create an impact in real time, without delay. Our win last night at the DRUM Awards (we think) exemplifies this ethos: we were set a challenge, we had to react and come up with the best possible, highest quality solution, better than any other agency could provide… we won. We are very happy with our win!


    Countdown to GDPR

    With exactly 12 months to go until the new General Data Protection Regulation (GDPR) is enforceable, it is important that you are considering how to get your business ready for May 25th 2018.


    GDPR is a set of policies designed to further protect the personal data of individuals and how that data is used. If you work with personal information of individuals within the EU, i.e. most businesses in some way, then it will apply to you.


    At purechannels, we are having daily conversations about GDPR and how to communicate the new regulations through the channel at different levels, from both an educational and a product and service perspective. But don’t take our word for it. The following Google Trends diagram clearly show that over the last year, GDPR searches have been on the increase.


    Graph showing Google trends for GDPR and Cyber Security

    Google Trends May 2017


    Given the number of data breaches that have also been in the press recently, combined with the recent global WannaCry ransomwear attack, data vulnerability and the need for enhanced protection is, and must be, a priority. According to the World Economic Forum Global Risk Report 2017, rising cyber dependency is listed as one of the trends that determine global developments. This of course is as a direct result of our increasing digital interconnection of people, predominantly through the sharing of personal data across the globe.


    With exactly one year to go until the regulations are enforced, you may be thinking there is plenty of time left to get your ducks in a row. There is not.


    Let’s be clear. GDPR does not launch, start or come into play next year. It is already here – it has been for over a year now. May 2018 is when GDPR becomes enforceable… the date by which you need to be compliant by. That means if you haven’t already, you need to start preparing for compliance right now.


    There are a number of implications, opportunities and threats to the channel with vendors, disitributors, partners and end users all being affected, and needing to become compliant.


    As a channel agency we’ll ensure we are at the forefront of GDPR, for the channel, and will be providing content and sharing insight over the coming weeks and months. We will also be offering guidance, planning, workshops, communication and enablement right through the channel so you can be sure that where the channel is concerned, GDPR is covered.


    If you would like to discuss how you can position your product and services around GDPR, educate your distributors/partners, advise your end user customers or generally align your sales and marketing activities with GDPR, please get in touch at or call us on 01424 774 925.


    GDPR In the Channel – how does it affect you?

    GDPR (General Data Protection Regulation) is an acronym that you’re probably familiar with by now, right? You must have seen it even if you’re not entirely clear on what it is. In particular, here at purechannels we are having conversations on a daily basis about how we can help all types of organisations in the channel.

    Social Media & Trust in the Channel

    As a follow on from our recent blog on social media, here we take a closer look at social media in the channel.

    Long term commitment, not just short term campaigns.

    Eleven years after being founded, we still operate and exist by the same principles we were established with in 2006: Quality customer service, attention to detail, unrivalled expertise and outstanding delivery of services and solutions to the channel.

    Social media: from personal to professional

    Social media is great, we’re all at it! Photos, fun times, checking to see how many likes you got… and shares (if you’re lucky!). But these ‘new’ habits that consume our lives every day, can be a real pain to (try to) transfer into your working life.

    The trouble with channel marketing is…

    The trouble with the channel is that there’s never enough time, resource or budget available.

    Defining moments from the last 10 years

    It really has been a monumental decade. And not just for purechannels, but also in tech, in marketing and in the Channel. Take a look here at some defining moments from the last 10 years.

    It’s our Birthday: Celebrating 10 years of Channel marketing excellence!

    After several years running global channel programmes and consulting on PRM, our CEO Olivier Choron recognised a distinct gap for a marketing agency dedicated to the channel and understood technology. Olivier believed – and so did his early clients – that there was an inherent lack of genuine channel understanding, expertise and level of service available to meet the specific needs of the vendors, distributors and partners. So in 2005 the idea of a pure-play channel marketing agency was conceived and then in 2006 “purechannels” was officially born.


    10 years on, I am pleased to say, we still adhere to these principles every day and remain true to our ‘100% dedicated focus on the channel’ foundations that Oli believed in from the start. We know our stuff, we know technology and we know how to put it to the best possible use to realise value for our clients.


    In the last 10 years, purechannels has worked with some of the biggest names in the global IT and telecoms industries, from Microsoft and Adobe to Vodafone and Samsung. We’ve delivered successful marketing services ‘to’ and ‘through’ the channel layers, making our clients’ channels an ever-more invaluable part of business strategies.


    Although we all fit round a large table in our local pub, our numbers belie our achievements. We pack a hell of a punch… regularly being placed on shortlists and winning top awards against some of our heavy-weight contemporaries.


    From channel-specific awards like ‘Best Channel Marketing Campaign’ with CRN in 2013 and ‘Best Channel Marketing Initiative’ with B2B Marketing in 2014, through to being named as one of the overall ‘Top 5 B2B Campaigns’ in 2014 and as a Finalist in The Drum Marketing Awards earlier this year for ‘Best Long Term Marketing Strategy’.


    And all this culminating in purechannels winning the ultimate accolade in 2015 being named ‘Best Channel Marketing Agency’ by CRN.


    But of course, this is not all about us. We could not have done all this on our own. The support, trust and confidence our clients place in us to deliver for them and their channels, made this all possible.


    So, as well as celebrating our 10-year anniversary, we have to say a huge thank you to everyone who has been a part of our progress since 2006.


    On a personal note, having been with purechannels just over 4 years and now as MD, I can honestly say that it is refreshing to be able to do things differently. To listen and respond to client demands when they need us. To create and deliver channel services in a way that understands and empathises with the clients needs and that also pushes the boundaries of the often-stagnant channel environment. And to continue to evolve as a small service agency, competing in a big B2B marketing world… knowing that we genuinely have the right to compete.


    A wonderful thing was created in 2006, and so much has changed in the world since then. We can’t wait to deliver even more successful projects for our clients over the next 10 years – which will no doubt be just as exciting, give us another decade to be proud of and hopefully add a few more awards to the shelf!


    Thank you all.


    Time to defend the crown!

    2015 saw purechannels win the prestigious CRN Award for ‘Channel Marketing Agency of the Year’ and the good news is that we have made the shortlist again this year! Very exciting considering it’s also our 10th Birthday this year!

    Another first: purechannels makes the shortlist at The DRUM Marketing Awards

    This week saw a new high for us at purechannels, we were nominated for the shortlist of best ‘Long Term Marketing Strategy (3 years or more)’ at The DRUM Marketing Awards.

    10 questions you never asked your customer

    How to create customer success stories that sing.


    Proof that Outbound is still badass.

    Over the past few years, advocates of Inbound marketing will have you believe it’s a panacea. “Long live Inbound, taxi for Outbound”. Yet real evidence of Outbound delivering tangible results says otherwise.

    How VMware shared a blueprint for channel success across EMEA: Channel Advocacy Case Study

    When you think of ‘advocacy’, you probably think of customer case studies right? Think again.

    Channel Incentives: The long and short of it

    The old tried and tested ways are always the best, right?

    10 Top Tips: How to create more engaging customer advocacy content

    A quick search on Google provided just the ammo I needed for this blog.

    5 reasons channel advocacy needs to become your mission

    Advocacy – customer, employee…– yep, you get the gist. But ‘channel advocacy’ – what?

    purechannels named ‘Best Channel Marketing Agency’ by CRN

    Thursday 2nd July, saw the very best of the UK Channel industry gather together to celebrate excellence.

    Out with the new, in with the old…

    Mobile, social, digital, app, trending, posting, influential, advocacy, inbound, content, social, digital, mobile, responsive-omni-social-digital-mobile-integration-channel trending marketing.

    We made the Shortlist: CRN Sales and Marketing Awards 2015

    Well it’s been a pretty good few months here at purechannels

    Partner Marketing Services – a much better idea.

    Here’s something new for you to consider – Partner Marketing Services.

    Co-branding your partner collateral – is it worth the effort?

    The theory is great – and has been for years and years and years.


    purechannels named in the Top 5 B2B campaigns

    B2B Marketing has recently released a list of their Top 5 B2B Marketing Campaigns of 2014… and we are on it!


    Email marketing – IT STILL WORKS! (You just have to do it properly)

    A recent survey carried out by shopping and price comparison website ‘Give as you Live’, suggests that consumers are far more likely to respond to a direct email

    The three Ts of partner news

    With email (still) being one of the most favoured methods of communication amongst marketers, partners and customers can become flooded with information;

    purechannels take coveted Channel Award at the B2B Marketing Awards

    Fighting off stiff competition from Cisco, Salesforce and Google with our campaign for Avnet,

    Knowledge and Timing: How to be smarter in the Channel.

    Rummaging through some blogs from our old website the other day, I was both surprised and pleased with almost all of the content.

    Go on, tell us a story!

    How often do you tell stories? Story telling is something that has thrilled and excited us since our earliest memories. So, how many of you make use of the obvious transfer of story-telling in your channel marketing activities.

    Is content your new best networking friend?

    As an avid networker and champion of face to face connections, something I saw recently on twitter made me think.

    Sailing the channel blind.

    Calling all channel marketers… I have a challenge for you:  are you ready?

    Has the ship sailed on channel marketing?

    I’ve been thinking recently, why does there seem to be a difference between channel marketing and ‘other’ marketing?

    ‘Highly Commended’ at the B2B Awards: November 2013

    Amid a sea of black ties and swishy dresses, hid a rockstar video game, bumper cars and enough champagne and vodka cocktails to keep a huge room of global marketers happy!