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The Three C's Of Shadow Channel Recruitment
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The Three C's Of Shadow Channel Recruitment

When: Thursday, November 15
11:00 AM – 12:00 PM EST
Where: Online Webinar
United States
Contact: Brendan Ward

Online registration is closed.
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In our report "Death Of The Traditional IT Channel," Forrester defined new types of hyperspecialized shadow channels that successfully sell to the new B2B buyer. Channel and alliances leaders recognize that new influencers are having a greater affect on their customers' buying cycle but struggle to refocus their recruitment efforts.

Finding and recruiting these new types of influencers, advocates, and alliance partners takes a community approach and is strongly influenced by a small number of superconnectors that can helps brands find the right partners and earn key endorsements to make their messaging stick.

Attend this webinar and learn why:

  • New Channel Types Require New Recruitment Approaches. The current partners in your program may not be serving your new line-of-business (LOB) buyers. Build Ideal Partner Profiles to define and segment a new ecosystem of partners.
  • Shadow Channels Engage In New Ways. Diverse information sources influence new partners. Deploy a broad channel community approach to find the right partners and gain mindshare.
  • Non-Traditional Channels Are Too Large And Diverse To Recruit Directly. The ideal partner of the future may not recognize your brand due to lack of visibility in their community. Drive awareness and influence through superconnectors.

About the Presenter

Jay McBain
Principal Analyst
Forrester Research

Jay leads Forrester's research and advisory for global channels, alliances, and partnerships. He focuses on B2B marketing in the age of the customer; understanding and navigating the complexity of multiple routes to market; ensuring contextual and relevant content to accelerate the indirect sales process; and describing the technology infrastructure to build and support channel relationships.

His background is in channel leadership, sales, marketing, and operations, with a specific emphasis on indirect sales strategy/execution, covering multiple industries, segments, and underlying technologies. Jay is renowned for his industry thought leadership and expertise in partner recruitment, development, and acceleration through effective partner coverage, enablement, communication, and incentives. He is an expert in building and leveraging channel communities and one of the global leaders in social media, partner marketing automation, and other indirect growth strategies.

Jay provides research, advisory, and consulting to companies ranging from Fortune 100 vendors to startups on the entire scope of their channel and alliance strategies. He is a contributing author and has been cited in numerous channel media publications, including Channel Reseller News (CRN), ChannelPro, ChannelE2E, The VAR Guy, MSPMentor, Channelnomics, Computer Dealer News (CDN), Australia Reseller News (ARN), eChannelNews, Business Solutions Magazine, ChannelLine, ChannelInsider, SearchITChannel, Redmond Channel Magazine, Vertical Systems Reseller, Channel Buzz, and SMB Nation. He also maintains a popular blog on channel trends.

Jay is based in New York but advises vendors, distributors, and partners around the world.

Jay holds dual Bachelor of Management degrees in management information systems (MIS) and public administration from the University of Lethbridge in Alberta, Canada. He is currently pursuing his MBA through Louisiana State University (LSU).

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