For many B2B IT and cybersecurity companies, the channel is king.
Rather than only selling their products and services to organizations directly, B2B-focused companies leverage channel partners—Managed Service Providers (MSPs), system integrators, Value-Added Resellers (VARs) and a variety of specialized consultants — as a distribution channel (hence the name) to drive revenue and increase market awareness.
While most large IT organizations have a dedicated channel team, some companies sell products and services exclusively through a network of channel partners. Regardless of the business model, a B2B company’s growth (and overall success) can largely hinge on its reputation among channel industry professionals can largely hinge on its reputation among channel industry professionals.
With a PR strategy focused on the channel, communicators can help B2B organizations attract the right types of channel partners that can get their products and services to end customers. Here are some key elements and considerations:
- Get to Know the Beat
‘The channel’ is a broad category and as such, the channel industry media landscape covers a wide variety of news topics that are relevant to their core audience—channel professionals.
Outlets such as CRN, ChannelE2E, MSSP Alert, ChannelPro Network, Channel Futures and others reach a focused audience with content that’s designed specifically for their interest. These publications should be primary media targets — and not the mainstream tech and business news outlets sitting atop most clients’ media coverage wish lists. Not only will your news likely be a hard sell to the Forbes and Tech Crunches of the world, even if it did get picked up, the story is largely irrelevant to those readers. even if it did get picked up, the story is largely irrelevant to those readers.
Channel industry publications also have a consistent appetite for reporting on all things channel — vendor product announcements, new executive hires, partner program enhancements and generally, news that their readers might need to know.
Before kicking off media outreach, make sure you have a solid grasp of the key channel publications and reporters, as well as their specific industry niche or coverage beat. For instance, is your news relevant to global enterprises or SMBs? There are outlets that specifically focus on each of these audiences. Is your news focused on managed cybersecurity? A new executive hire? There are channel industry reporters who own these specific beats, too. Invest in getting to know them and their writing.
- Hail to the (Channel) Chiefs
There are many, many awards programs that recognize companies and individuals for their accomplishments in the channel. Yes, there are some bottom-tier and ‘pay-to-play’ awards programs out there, but a select few industry channel accolades that are vital for establishing credibility.
CRN (aka The Channel Company) is a great place to start. CRN, which is perhaps the most widely read news outlet for channel professionals, is known for its robust channel awards programs that, in addition to Channel Chiefs, features ‘Women on the Rise in the IT Channel’, the Annual Report Card, ‘100 People You Don’t Know But Should,’ and more.
Outside of CRN, PR teams should also look into ChannelPro Network’s SMB All-Stars and ForzaDash’s Channel Leaders, to name a few.
- Partners are Paramount
What data is to tech media, partners are to channel media.
Partners are paramount to securing impactful coverage. Companies that can proactively offer reporters access to one of their channel partners will be well-positioned to net feature-level coverage that goes beyond the information included in a press release. Sourcing media-savvy partners that can clearly articulate the benefits their organization or customers experienced through a company’s new product or service.
For another partner-focused narrative that helps cut through the noise, channel press love to cover success stories. The more you can provide real-world examples of your company’s channel partners’ success, the more press will listen. To capitalize on this preference, consider turning partner-focused case studies into pitches for editorial content or bylined thought leadership articles.
- Revenue Always Pulls-Through
Money is always top-of-mind for channel media and industry professionals. After all, the market for IT services is expected to grow 9.4% to $1.73 trillion in 2025, up from 5.6% in 2024, according to the latest forecast by Gartner, Inc.
A winning PR strategy must clearly explain the benefit for channel partners and how what you’re pitching can help them drive revenue growth.
- Rapid Response, Rapid Results
Most channel outlets cover breaking news just as much as their general tech media counterparts. This offers PR teams a regular cadence of opportunities to earn impactful media coverage for B2B organizations and help establish credibility for their subject matter experts (SMEs) in the form of expert commentary and perspective.
For example, MSSPs need to understand the impact of a new vulnerability just as much as traditional end users. Consider inserting your SMEs into these news cycles by creating an active rapid response program that monitors for breaking news and alerts you to engage with target press.
Although it can be a lot of work to establish a functional and agile rapid response program for B2B clients, the resulting media wins make it well worth the extra effort.
Ready to take your channel program even further? Let’s chat.