B2B relationships between brands and their channel partners are no longer as clear-cut as in the past. With the evolution of digital and online mediums, new breeds of channel partners have emerged, with roles to play beyond mere sales. The B2B goal is now to turn channel partners into brand advocates, for which they need to be courted, incentivized, trained, and compensated. In order to help our brand and agency clients navigate the ins and outs of this new landscape, we’ve put together a guide to making B2B better.
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