A Numbers Game
Limited personnel and resources remain two of the biggest challenges solution providers face when it comes to thriving in the channel, and that reality certainly applies to marketing.
To clear those hurdles, companies must be creative and diligent when it comes to planning and tracking their marketing investments. That's why Cumulus Global, a respected cloud solution provider and longtime Google partner based in Westborough, Mass., is prioritizing the distribution of insightful content through its digital and social channels when it comes to driving inbound engagement.
"If people will turn to us for relevant content, then we believe they'll also turn to us when they have a question," Cumulus Global CEO Allen Falcon said. "That starts the engagement where we can help find and build a solution."
In the interview that follows, Falcon sat down with CRN at The Channel Company's 2017 Best of Breed conference to discuss his company's approach to social media, content creation, metric-tracking and marketing automation platforms.