XChange: Samsung Readying Big B2B Marketing, Channel Push


Samsung's brand has become synonymous with consumer-focused mobile devices, but the technology giant is prepping a new commercial marketing effort and partner program enhancements to strengthen the company's presence in the business-to-business space.

At XChange Solution Provider 2013 in Orland, Fla., Richard Hutton, director of channel marketing at Samsung Electronics America, detailed in his Monday keynote address some of the changes that the South Korean company will begin to roll out this spring. For example, Hutton said Samsung will launch a global B2B marketing campaign this year that will have a strong, more cohesive message around commercial applications for its best-selling products, from tablets and notebooks to printers and memory.

In addition, Hutton said Samsung will launch a new B2B-focused website this July, which will feature new lead generation services and visitor tracking. Samsung also has executive briefing center scheduled to open in May that will showcase Samsung products for B2B opportunities and offer training and education around those products.

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For example, Hutton said Samsung partners can leverage the bring-your-own-device (BYOD) trend around Samsung devices like the Galaxy Tab series of tablets and Galaxy S family of smartphones. "There's a great opportunity here for you to get into mobile device management," he said, adding that Samsung has the ability to supply the channel with plenty of businesses using Samsung devices.

As for Samsung's partner program, Hutton said the company will introduce a revamped partner portal this summer that will feature improved marketing development fund delivery, automated deal registration and enhanced navigation. He also said the company recently added more than 60 people to its North America channel team. "We went on a talent adding binge," Hutton told the audience of solution providers.

Hutton also reiterated his company's commitment to partners, which he said distinguishes Samsung from other top vendors. "We don't sell direct," he said. "Everything goes through the channel."

Samsung has been on an impressive run recently, thanks in large part to the company's Android-powered mobile devices. Hutton said the company's Galaxy Tab business grew nearly 200 percent in 2012, while its notebook business jumped 125 percent. But, the most impressive growth, he said, came from Samsung's solid-state drives, which increased 769 percent last year. Hutton said Samsung will continue to grow all of its product segments through the channel in 2013 and beyond.

"We have some very aggressive goals for the next three to four years," he said.

PUBLISHED MARCH 11, 2013