Through-channel marketing involves tapping sales, marketing and distribution partners to serve as brand advocates for an organization. Because they have in-depth knowledge of a company’s products and services as well as multiple connections and extensive networks, these partners serve as a direct pipeline “through” and to new prospects for a brand’s products and services.
To support the practice of through-channel marketing, marketers often utilize technology tools like Branding Central. These tools allow the partners to easily customize marketing materials provided by a particular organization (without compromising brand integrity) . . . and expose its offerings to more people.