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Research Highlights Goals and Challenges of Alliance Marketing

Budgets and Number of Alliance Partners Anticipated to Increase Over the Next 12 Months

FRAMINGHAM, MA -- (Marketwired) -- 04/23/14 -- Companies are turning to alliance partnerships to help drive revenue and demand generation according to the 2014 B2B Alliance Marketing Report produced by the B2B Technology Marketing Community on LinkedIn and sponsored by IDG Enterprise -- the leading enterprise technology media company comprising Computerworld, InfoWorld, Network World, CIO, DEMO, CSO, CIO Executive Council, ITworld, CFOworld and CITEworld. The study was conducted to gain insight into the tactics, success measurements, funding and resources needed for alliance marketing.

"We have seen a surge in alliance partnerships as companies look to provide unified solutions instead of disparate products," said Michael Latchford, vice president of IDG Enterprise's Alliance Marketing Services. "We are excited to sponsor this research and share insights into how companies are addressing alliance marketing so that marketers can compare their efforts with their peers and build strategies for going forward."

Alliance Marketing Report Highlights

  • Alliance partnerships are growing. A majority of respondents (62%) anticipate increasing the number of partners they work with in the coming year. (Click to Tweet)
  • The top alliance marketing goals are revenue generation (87%), demand generation (72%) and joint sales engagement (66%). (Click to Tweet)
  • To accomplish these goals, most organizations spend between 10-20% of their marketing budget on alliance marketing. (Click to Tweet)
  • Alliance marketers cannot do everything alone; over the next year they will outsource video production, event planning/execution and lead generation. (Click to Tweet)

"The biggest challenges cited in the research were lack of partner commitment, lack of resources and lack of strategy," continued Latchford. "These challenges can be reduced by appointing a trusted third party as an alliance liaison to help the partners collaborate and drive initiatives to meet the collective goals. With our advisory services, IDG Enterprise Alliance Marketing Services can be this liaison and be the voice to recommend and execute a strategic marketing services plan that will showcase the benefits of the partners and their aligned solutions."

Contact Michael Latchford ([email protected]) to schedule a meeting to review the Alliance Marketing research study results by company size or industry, or learn more about IDG Enterprise's Alliance Marketing Services.

About IDG Enterprise Alliance Marketing Services (formerly Alliance Advisory Services)
IDG Enterprise Alliance Marketing Services (AMS) provides leading-edge converged marketing solutions, enabling tech marketers to create, elevate and communicate the value of their partnerships. Formally named Alliance Advisory services, the AMS group has evolved our product portfolio to combine advisory services with marketing services to help marketers extend their alliance efforts. As a full consultative group, AMS offers a robust portfolio of turnkey solutions that can supplement ongoing alliance marketing initiatives including: research based programs, content development, brand messaging, social marketing services, lead generation and nurturing, custom executive events and more. By leveraging the combination of marketing services expertise with the full portfolio of the IDG Enterprise premium media brands, the AMS team creates valuable solutions to help our customers to succeed in their alliance marketing endeavors.

About IDG Enterprise
IDG Enterprise, an International Data Group (IDG) company, brings together the leading editorial brands (Computerworld, InfoWorld, Network World, CIO, CSO, ITworld, CFOworld and CITEworld) to serve the information needs of our technology and security-focused audiences. As the premier hi-tech B2B media company, we leverage the strengths of our premium owned and operated brands, while simultaneously harnessing their collective reach and audience affinity. We provide market leadership and converged marketing solutions for our customers to engage IT and security decision-makers across our portfolio of award-winning websites, events, magazines, products and services. In addition, the CIO Executive Council -- a peer advisory service -- delivers on the business, technology, and leadership needs for the world's elite CIOs and their respective staffs. IDG's DEMO conferences provide a platform for today's most innovative and eye-opening technologies to publically launch their solutions.

Company information is available at
Follow IDG Enterprise on Twitter: @IDGEnterprise
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