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Channel Marketing Group and BtB Marketing Form Energy Smart Marketers

Recognizing the role played by channel partners in promoting and presenting solid-state lighting products as the smart solution to customers, BtB Marketing Communications, a business-to-business marketing agency specializing in technology clients, and Channel Marketing Group, a marketing consulting firm specializing in distributors and manufacturers, have created a joint venture called Energy Smart Marketers.

The companies, both based in Raleigh, N.C., will assist manufacturers in more effectively marketing their solid-state lighting products to the electrical channel. As an all-inclusive resource, the group offers expertise in channel strategy development, marketing planning, brand development and acceleration of revenue initiatives through the electrical, lighting and electronic marketplaces.

Marketing to and through distributors, integrators and contractors requires insight, commitment and dedication to providing the right strategies, research, promotions, training, branding and collateral support, areas that are not usually a focus for other marketing firms.

“BtB and Channel Marketing have recognized the market need for a resource to help companies integrate the lighting market at every level,” said Chris Burke, president, BtB Marketing Communications. “It's not just about educating the customers anymore — decision-making takes place through various channels and media and this joint venture packages the programs and methods available to ensure success.”

“As mainstream adoption of energy-efficient technology continues to increase, so does the need for companies to consider, or reconsider, their market approach to these industries,” said David Gordon, principal, Channel Marketing Group. “Combining the complementary resources of our companies to support clients' needs and to help clients better position themselves to take advantage of the energy efficiency opportunities that are in the marketplace is a natural. We hear from distributors all the time that LED, solar and wind companies need channel guidance. Energy Smart Marketers can help.”

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