WASHINGTON, D.C. – (February 4, 2010) – B2b agency gyro announced today a new, dedicated channel marketing practice to be headquartered in the Washington, D.C. area. The office will be led by former MarketBridge executive and noted b2b blogger Scott Gillum, who joins the international integrated agency as senior vice president.
“B2b companies often have complex multichannel go-to-market models,” said Rick Segal, North America chief executive and b2b global practice leader, gyro. “As an integrated agency, having a robust channel marketing capability to optimize those models will give our clients a clear competitive edge. This represents a significant expansion of our agency’s capabilities, permitting us to offer new strategic services in high demand by our clients and prospects.”
Using sophisticated consulting and analytic methodologies and tools, gyro’s channel marketing practice can help clients better understand customers’ buying behavior and channel preferences. Insights drawn from this process will be applied to optimizing media as well as marketing and sales channel investments and activities.
“Channel marketing is a broad, multifaceted category,” said Gillum. “Our initial focus will be helping our clients improve the performance of their alliance and partner marketing programs. For many of our clients, business partners are the key to growth, and in this economy, companies have to ensure that their marketing investments are being directed to those areas that can provide the highest returns.”
Segal said, “Scott brings a tremendous amount of experience and expertise not only with marketing channels but also with sales channels. Perhaps most valuable is his understanding of how to integrate the two. We’re glad to have him onboard.”
Gillum is an award-winning and internationally recognized expert in the field of channel marketing. Prior to joining the global ideas shop, he spent 12 years with MarketBridge, most recently managing the emerging verticals business that included the financial services, healthcare and communication industries. There he developed intellectual property, specialized channel offerings, and thought-leadership content and programs. He has been named a Top 50 B2B blogger by industry-leading organizations and was named “Innovator of the Year” at MarketBridge. His work on building integrated sales and marketing pipelines at Avaya was recently featured in a Harvard Business School case study.
Over the next few months, the channel marketing group will be rolling out thought-leadership pieces providing greater insight into the practice’s services. Continue to follow the gyro blog for additional information www.gyro.com/blog.