In this episode of Partnerships Unraveled, we sit down with Mayka Rosales-Peterson to explore the evolving role of marketing in the channel. Mayka shares her no-nonsense approach to marketing in the channel, drawing from her experience working with hundreds of partners.
Mayka talks about the biggest misconceptions partners have about marketing and why going digital is no longer optional—it’s essential for growth. She explains how marketing has become the new sales, especially for millennial and Gen Z decision-makers who prefer digital engagement over traditional sales tactics.
We also hear a success story of how Mayka helped a partner build their marketing from the ground up, showing that even small steps like creating a basic online presence can lead to big results. She stresses the need to focus on both acquiring new customers and nurturing existing ones, with marketing playing a central role in both.
Join us for practical advice on how vendors can give partners real marketing support, from customized resources to building stronger, lasting relationships.
Connect with Mayka: https://www.linkedin.com/in/mayka-rosales-peterson/
Timestamps
0:00 Introduction to Partnerships and Marketing Dynamics
3:10 The Evolution of Marketing in the Channel
6:00 Transforming Partner Marketing Strategies
9:01 Balancing Customer Acquisition and Retention
12:07 Vendor Support and Partner Success
15:05 Trends Shaping Channel Marketing
17:48 Customer Experience and Future Directions
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Apple Podcasts – https://podcasts.apple.com/nl/podcast/partnerships-unraveled/id1648091322
Spotify – https://open.spotify.com/show/5LBehmUCwmmxIApamuLK6m?si=7b166ee1661a4a0d
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