Channel marketing refers to the strategies and tactics used to promote and sell products or services through indirect sales channels such as B2B influencers, affiliates, co-sell and referral partners. This approach focuses on equipping channel partners with the tools, resources and support they need to effectively market and sell to end customers.

Channel marketing is essential for scaling reach, driving brand awareness and increasing sales without relying solely on direct efforts. It often involves co-branded campaigns, training programs and performance-based incentives to align partner goals with the company’s objectives.