Marketing for IT Services and Value-Added Resellers (VARs) is different than marketing for any other business.
VARs must balance relationships with their OEM partners (which usually sell competing solutions and products), win new customers and keep existing customers happy, stay on top of the latest technology so that they aren’t left behind or made irrelevant, and win new customers while keeping existing customers happy.
Most of the time services and product orders for clients are emergency-based, financially motivated, and rarely planned out in advance. This reality leaves even less time for marketing and pitching new customers. Chances are you don’t have a full staff of marketing experts who can fill the gaps that the OEMs have left, and hopefully Sales isn’t in charge of Marketing (we’re just kidding Sales, without you all closing deals there would be no marketing to be done).