Channel remarketing as a B2B business model w/ Stewart Townsend.
From choosing resellers to nurturing a relationship with them, get the lowdown on B2B channel remarketing with Stewart Townsend.
Co-founder, Podcast Hawk
Maeva CifuentesHost, Founder and CEO of Flying Cat
Hello, hello. Welcome to another episode of the Flying Cat Interview Series. Today, I’m really excited to speak to Stewart Townsend, who is the co-founder of Podcast Hawk, and also works as a consultant for Channel as a Service.
Stewart is the expert on channel remarketing, and supported SaaS household name Zendesk to find resellers for its products and grow the business into new markets. He was first brought into Zendesk in 2013 to build out a channel program across Europe. One of the biggest challenges he faced was educating people internally on what channel remarketing really meant.
Don’t feel clear on that yourself? In this episode, you’ll get the lowdown on what channel remarketing really is, why finding resellers is a great marketing strategy for your B2B SaaS company, and top tips to remember when nurturing channel partnerships.
Most importantly, you’ll hear how Stewart overcame his initial challenges with Zendesk to create a channel remarketing strategy worth at least $10m of revenue.
“Rather than hire direct salespeople, you can accelerate your sales by going through a third party who’ve already got a customer base. They’ve already got that reach. They’ve already got a marketing program, so they can take that product out for you really quickly.”Stewart Townsend
