Here’s another problem with all that content vendors distribute through their marketing portals: most of it is much better at promoting their products than their partners.
“They’re writing about their products, services, and solutions, and they’re writing it typically in their voice,” Hedden says. Where most partners struggle, though, is explaining why end users should buy those products, services, and solutions from them instead of someone else.
“Partners need help building up their own brand,” Hedden observes. Vendors who provide that help will profit handsomely from the reseller loyalty they inspire in the process.