MarTech Outlook: Specials Magazine
Channel marketing has long been a proven growth catalyst for businesses. Yet, tool fatigue often dilutes its impact — a challenge one of the world’s largest tire manufacturers knows all too well. Until recently, their channel partners were forced to hop between countless web pages and links to connect with the brand, significantly reducing productivity. The game changed when 360insights, a partner engagement and business optimization leader, introduced its “Engage” platform, unifying all the scattered tools onto a single pane of glass. “Our unified SaaS platform delivers a simpler and more intuitive partner experience, giving brands more clarity and control over their channel marketing efforts,” says Jason Atkins, founder and CEO. Engage’s effectiveness stems from 360insights’ longstanding industry experience. The company started out in the incentive space in 2008 and evolved into a comprehensive partner trusted by some of the world’s leading brands. A Sector-Specific Approach to Success 360insights focuses on four core industry buckets — technology (including hardware, software and telecommunications companies), consumer durables, automotive and life sciences, delivering nuanced and tailored value propositions to each. For instance, the company’s work with technology companies typically involves increasing their channel marketing tech stack adoption. These clients generally have numerous tools in place but use only about 40 percent of their capabilities. With 360insights to connect those fragmented systems, adoption improves dramatically, often up to 90 percent. Consumer durables and automotive companies mostly require assistance to ensure compliance with rebates and incentive distributions. Compliance here involves verifying the accurate issuance and proper documentation of incentives to discourage fraudulence. Incentives are streamlined through Engage’s ‘Excite’ function, which contains seven incentive modules such as rebates, co-op funds and sales incentives. Many consumer durables and automotive companies also turn to 360insights for strategic guidance. With over $4.5 billion in incentives and millions of transactions managed through its platform, the company provides clients with valuable benchmarking and competitive insights, uncovering opportunities for better performance within shared retail channels. Things take a different turn in Life Sciences' case. Doctors cannot be incentivized to sell one product over another, so the company focuses on education and training, helping them better understand a brand's value proposition.
Microsoft Partner Marketing Agency in Canada 2025
In a rapidly evolving market where innovation converges with competition, over 400,000 businesses contribute to the vibrant tapestry of the Microsoft Partner ecosystem. In this realm of boundless possibilities and competitors, differentiation is the key. This is where Maven Collective Marketing emerges as the beacon of strategic prowess and digital finesse. Microsoft Partner Marketing Expertise Driven by its unique, specialized niche within the Microsoft Partner ecosystem and more than a decade-long history of success, Maven Collective Marketing transcends the conventional role of a marketing agency. Exclusively partnering with Microsoft resellers, developers, and a diverse array of players such as CSPs, MSPs, SIs, ISVs, and VARs, the agency tailors their digital strategies with precision to navigate the intricate contours of this ecosystem. As Erica Hakonson, CEO of Maven Collective Marketing, aptly describes it, “With our vast experience working with Microsoft and Microsoft Partners, we go far beyond what a typical marketing agency can deliver.” Catalyzing Growth through Penetrating Strategies The agency serves as an illustrative success story through its collaboration with Klarinet Solutions, recognized as San Diego’s Top Cloud Consulting firm by Clutch. In the pursuit of excellence, Maven Collective orchestrated a comprehensive array of strategies for Klarinet Solutions. Through contemplative digital strategy and execution, Maven Collective Marketing yielded a remarkable outcome—a 2X increase in revenue and a 200 percent increase in qualified leads for Klarinet Solutions. Success with Klarinet Solutions is one in a long track record of Microsoft Partner success for Maven Collective Marketing, including Companial, ClickDimensions, PowerObjects an HCL Company, Gestisoft, JIVE, and many more. Pioneering Simplicity in the Tech Odyssey Navigating the intricate landscape of Microsoft's partner ecosystem is akin to a labyrinth. Maven Collective guides clients through this maze by simplifying complexities, aiding a seamless transition to the Microsoft AI Cloud Partner Program and Microsoft Partner Marketplaces. "We empower Microsoft Partners to build upon their existing technologies, to grow and to excel faster," informs Samridhi Sharma, Microsoft Partner Marketing Strategist at Maven Collective Marketing. Longevity and Expertise: A Unique Blend Recognizing the intricacies of building a Microsoft Partner practice, the agency’s holistic approach extends to launching innovative products forged through digital web audits of hundreds of Microsoft Partners. These easy-to-implement packages, including Maven’s new Microsoft Partner Self-Service Digital Web Performance Audit Packages, offering clients unprecedented insights to benchmark and improve their online marketing.
Digital Marketing Agency in Canada 2025
Google’s extensive internal restructuring over the past year has been the talk of the town for more than one reason. Characterized by advanced AI integration and significant workforce adjustments, this transformation has redefined resource allocation and operational complexity, affecting tasks that were once routine. Industry partners and digital marketing agencies, in particular, have felt the impact of processes like verification and escalations, which have become complex. For iNet Media, a full-service digital marketing agency, these shifts have presented opportunities to excel. Its swift adaptation strategies have proven essential in maintaining its effectiveness and supporting its diverse clientele. Due to its continual learning and agility, iNet Media has successfully managed these transitions and remained responsive during the dynamic changes shaped by Google's adjustments. “We keep our pencil sharpened and stay up to date with all of the changes,” says Bradley Wood, managing partner of iNet Media. At iNet Media, adapting to the constantly evolving digital marketing demands also means shouldering additional responsibilities, particularly regarding the increased support, escalations and verifications—a significant departure from previous practices. This transition period has been effectively navigated, courtesy of the seasoned expertise of the team’s former Google employees. With over 265 years of cumulative experience in the digital marketing sector, the Calgary-based team of 24 professionals serves as its strength. This dedicated group offers full-service support to their clients, ensuring that every campaign seamlessly integrates strategy with technology. However, marketing expertise alone is insufficient to thrive in the data-driven digital age. This is where iNet Media excels, as it specializes in navigating extensive datasets and uses them to optimize client performance. By comprehensively analyzing data, it identifies industry opportunities, pinpoints strategic shortcomings and gains insights into clients' target audiences, enabling the company to tailor solutions that align with their goals. An example of iNet Media’s exceptional digital marketing expertise is a successful endeavor with a roofing company based in Edmonton, Alberta. The client had previously collaborated with another agency that had revamped its website and managed its digital marketing strategy. However, their website experienced a decline in traffic, lead generation and overall performance. Through industry referrals, the client approached iNet Media.
CXO INSIGHTS
AI & Content Creation: The Enchanting Dance of Creativity and Technology
Priscilla Rios, National Director B2B Corporate Marketing, Aramark Canada
Building Successful Marketing Strategies
Amber Fancy Winters, Senior Director of Marketing, Pizza Pizza Limited [TSE: PZA]
Crafting a Winning Channel Strategy Across Retail & E-Commerce
Jamie Gunter, Director of Retail Marketing, Golden Hippo
How to Build a Strong Portfolio Innovation Roadmap
Mariline Mailhot, Director Marketing, Innovation & Product Development, Agropur
Building Social Networks through Humor and Authenticity
Sebastien Abbatiello, Co-CEO, Pizza Salvatore
Balancing out Brand Strategy and Creativity
Jade Prosser, Marketing Director, CRAFT Beer Market
Is There a Future for Take-Out in the Fine-Dining Space?
Huy Tran, National Marketing Director, Aburi Restaurants Canada
IN FOCUS
Building Unified Martech Roadmaps in the Canadian Market
The importance of aligning Marketing Ops and IT in Canada's Martech landscape is highlighted to enhance efficiency, improve data governance, and achieve successful implementation through a collaborative approach.
The New Channel Marketing Playbook in Canada
Canada's channel marketing solutions are evolving with technology, emphasizing partner enablement, data analytics, and omnichannel experiences to optimize indirect sales and strengthen partnerships.
EDITORIAL
Reimagining Channel Marketing For The Canadian Market
In Canada, AI-powered content syndication and intent-based marketing are gaining momentum. Partners now receive brandapproved, localized materials tailored to buyer intent, driving providers to integrate with top B2B data and e-commerce platforms. This lets partners engage leads earlier and more accurately. Simultaneously, smarter self-service portals are giving resellers and VARs the tools to access assets, run campaigns, and tailor messages with ease, marking a shift from simple enablement to true empowerment.
Another defining trend is the integration of revenue intelligence and attribution models directly into TCMA platforms. Canadian vendors are investing heavily in tools that map marketing activities to pipeline generation and closed-won deals, offering full-funnel transparency that CMOs and channel chiefs have long sought. Such accountability is critical as channel investments come under increasing scrutiny from finance departments, especially in mid-market and enterprise verticals.
Similarly, there’s a growing focus on DEI and sustainability in partner programs, driven by broader ESG commitments from enterprise brands in Canada. Channel solution providers are responding with tools and frameworks that help vendors align partner marketing with diversity goals and track environmental impact, which is especially important in industries under regulatory or stakeholder pressure.
This edition highlights 360insights, a leading partner engagement and business optimization company that empowers brands to manage, influence, and grow their indirect sales channels. The magazine also features the expert perspectives of Sharon Perichak, Global Segment Marketing Manager - Mining, Agriculture & Industrial Greases at HF Sinclair, and Deborah Podema, Digital Marketing Manager at DAP. These esteemed professionals share their invaluable insights on the developments and challenges within the sector, as well as possible solutions.
We hope that the valuable insights from industry leaders featured in this edition will assist you in making informed decisions for your business.
