In the wake of a major partner programme refresh, Juniper Networks is making the case for integrating channel marketing strategies more tightly with social media, saying its partners need to transform the way in which they interact with both vendors and end-users.
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Juniper worldwide partner marketing vice president Luanne Tierney claimed she was seeing more and more demand from partners for help with social media strategies, saying: "Technology marketing is undergoing its most dramatic shift for 30 years."
Tierney is currently in the UK to co-host one of the firm's monthly InnoVAR seminars, and along with Chris Kenton, CEO of SaaS start-up SocialRep, will be explaining to partners how to get the most out of running campaigns on LinkedIn groups.
"I get a lot of questions on how to integrate and exploit social media with limited marketing budgets, and I think social media is a huge equalizer," said Tierney.
"If you put an effective social media plan in place you can give your business a bigger footprint without the budget or resources. We call it the 'marketing multiplier effect'," she explained.
According to Juniper, partners need to put in place a social strategy that distinguishes them from the pack, otherwise, Tierney warned "their message will fall on deaf ears".
"If you just start blogging or tweeting the company's message it doesn't distinguish yiou, but if you can bring conversations and insights into the picture people respond," said Tierney. "Many of our partners are learning to introduce a little personality into their outreach that will resonate with customers."