Elastic Grid And Leadtail Release Social Insights Report On How Channel Marketing Leaders Engage On Social Media

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Elastic Grid and Leadtail today released a report on the social media behaviors of 368 channel marketers in North America and Europe

Channel Marketing Leaders

Luis Cortes, Head of Partner Marketing for Red Hat JBoss Middleware, is positive about the power of social media. “Red Hat’s social media presence helps us support our partner ecosystem and spread the word about the value of open source,” he said.

Elastic Grid, a B2B channel marketing platform, in collaboration with social insights research firm Leadtail, today released a report on the social media behaviors of 368 channel marketers in North America and Europe. The report summarizes an analysis of 43,963 tweets including 30,524 links shared during the period of November 2015 through February 2016. It is the first time in the marketing industry that this type of behavioral research has been available on channel marketers, and provides insights on how they are tapping into social media to do their jobs better.

“If you want to get inside the head of successful channel marketers then turning to social media for insights is a great place to start,” said Carter Hostelley, CEO of Leadtail.

With this thought in mind, the report also showcases the top 50 channel marketing leaders active on Twitter and highlights how they are effectively engaging with the public on social media. and . For example, those profiled include Juniper Networks’ Matthew Hurley, HP Enterprise’s Vicky Araujo, IBM’s Julie Christie, Red Hat’s Luis Cortes, Verizon’s Michelle Gialanella, and Microsoft’s Matt Shaw.

“Social media allows channel marketers to position themselves as authority figures in the field, increase brand awareness of their firms and communities, as well as set the agenda on issues and trends,” said Elastic’s CEO Cameron Avery.

Interestingly, the report found that channel marketing leaders are executing robust content marketing strategies across their networks, such as creating and sharing their corporate blogs, spreading information through partner communities, and spinning out branded content hubs dedicated to thought leadership and content aggregation around high-value topics of interest.

Luis Cortes, Head of Partner Marketing for Red Hat JBoss Middleware, is positive about the power of social media. “Red Hat’s social media presence helps us support our partner ecosystem and spread the word about the value of open source,” he said.

Channel marketing leaders are getting smarter in delivering relevant information ̶ sharing visual content from YouTube or posting useful information from industry publications or colleagues that are likely to get retweeted. For example, the report shows that around 52% of content is shared from YouTube, 33% from LinkedIn and 11% from Facebook. They also mainly share information from Forbes, CRN, Harvard Business Review and TechCrunch.

Jon Falker, Senior Manager Partner Marketing at Sunrun said: “The Sunrun Partner Network is a competitive differentiator for us. Our home solar customers benefit from our partners' local market knowledge. Sunrun Partner Marketing uses social media to help syndicate Sunrun information and promotions to our channel partners, as well as provide best-in-class customer support."

“The use of social media, Twitter in particular, has dramatically increased the reach of smaller channel partners. The number of people that would have previously taken them years to reach, they can now do in seconds. Sharing bite sizable content is an easy way for channel partners to get their message out to the masses,” said Maeve Naughton, Senior Partner Marketing Programs Manager at Intacct.

“Channel marketers across all industries can get noticed if they implement strong social media strategies, these conversations can lead to reaching out to existing and potential customers and eventually close sales,” said Cameron Avery.

Download the full report here: http://offers.leadtail.com/social-insights-channel-marketers-2016/

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Shannon Prager
Elastic Grid
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Cameron Avery
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