Guest Column | June 10, 2019

Increase Partner Engagement With Social Channel Marketing

By Rob Spee, Channel Journeys Consulting

Jacqui Rand, Channelsier

Jacqui Rand

Co-Founder, Channeliser


Leigh, England

Year Founded



Building a global community for IT companies looking to find and engage partners.

Channel Experience

32 Years


Socially Inept

“Most of the channel tech companies have done a great job on the transactional side. But it's not technology that helps drive the actual relationships. Having technology that enables you to interact with them, so they feel part of the fold, without increasing your workload, is crucial.” Jacqui Rand, Channeliser.

We use social media tools like Facebook and Instagram to share updates with our friends and family. It helps us feel connected and engaged with those we may not be able to see very often. I live on the opposite side of the country from my childhood classmates. But I still feel like I’m connected through social media. The same is true with our partners. Social channel marketing is all about driving higher engagement with our partner community around the globe.

I spoke with Jacqui Rand about the benefits of social channel marketing on my Channel Journeys podcast. Jacqui is the cofounder of Channeliser, a social network and community firm that offers automated tools to segment, target and communicate with your partners.

Key Take-Aways

  • Social channel marketing provides vendors a more effective way to communicate with partners than with just email and newsletters.
  • Automating social engagement allows vendors to build relationships with all partners, from strategic to long tail, without increasing your workload.
  • Social engagement should come from more than just vendor’s channel manager and channel marketing team. Sales, technical, services, and other stakeholders can all participate.
  • Social platforms can help all partners feel valued and provide a means to drive higher P2P (Partner-to-Partner) engagement.

Take Action - One Thing You Can Do Today

Talk with your channel team about your current social marketing efforts. Then get a copy of Jacqui’s book Socially Inept. Here she presents a step-by-step recipe for engaging partners through social media. And listen to the complete podcast to learn more about Jacqui Rand and Channeliser.

Rob Spee, Channel Journeys Consulting About The Author

Rob Spee is founder and CEO of Channel Journeys Consulting and host of the Channel Journeys podcast. Rob applies his channel expertise to help clients create and execute channel strategies to accelerate revenue growth. His global channel experience spans from building channels at startups to vendors and distributors like Arrow, BMC, Carbonite, and SAS. Follow Rob on Twitter and LinkedIn.