Robert Cassard is a passionate entrepreneur who helps brands crack the code of online video—generating faster growth through online video than they ever...

Drive Growth Through High Impact Video | ChannelEdge Ep. 4

  • July 12, 2018

A self-described video growth hacker, Robert Cassard is a passionate entrepreneur who loves to help brands crack the code of online video—generating faster growth through online video than they ever thought possible.

Lately, Robert has been fixating on reality-based video marketing to and through the channel. By reality-based, Robert is referring to the fact that video marketing tends to turn out to be around three times the challenge it looks like when companies first decide to undertake the effort. (For more thoughts on managing these types of challenges for partners, check out episode 2 – specifically “Identify and Overcome”)

In our discussion, Robert shares that effective video marketing almost always happens in stages:

Stage 1) CONTENT FOCUS — Vendors/Distributors focus on generating video content.
Brands tend to create expensive and/or creative videos with high production value, put them up on YouTube and their own corporate websites…but the crowd goes mild.

Limited views and no results.

As with any channel marketing tactic, they quickly realize they must engage their channel partners, agents and reps in sharing the videos and finding an audience or there will be limited positive impact on sales or the bottom line. This leads to…

Stage 2) TOOLS FOCUS — Vendors/Distributors give channel partners, agents and reps marketing, social media and video tools.
Today’s marketing teams tend to understand the essential power of video but often make the mistake of assuming that everyone else through the channel will value the video content and tools and actively use them to find new opportunities and set appointments. They hope that their creative storyboarding and top-notch production will lead to organic, viral exposure but they are almost always disappointed.

Many vendor-marketers mistakenly believe that the more sophisticated or comprehensive their partner marketing tools are, the more they will WOW partners, and get them excited and engaged. Robert says that he and his team usually see the exact opposite occur. Tons of time, energy and money put into the ultimate tools and almost nobody uses them.

This is understandable of course; people are busy. Everyone in the channel community is busy doing a million things, strapped for budget, and understaffed. ANY learning curve is a BAD learning curve. Left to their own devices, only a handful of partners will ever launch any marketing program on their own — no matter how great the videos are, no matter how comprehensive the distribution tools are, no matter how easy you think you’ve made it for them.

So reality sets in and the team offering the tools has to figure out…

Stage 3) USAGE FOCUS — How to get partners, agents and reps to actually USE the tools.
Video content is no more effective than the number of people who share it and, consequently, the number of people who see it and react to it.

Note: Don’t lose heart, marketers. This is not meant to imply that the entire problem of partner engagement through video can simply be solved by adding another layer to your technology stack. Your content still needs to serve a need in the lives of your target viewer and if you’re working hard to address that need, the tech is meant to help you deliver your message to the right people at the right time.


If you’ve got ideas for future shows, want to connect us with an exciting guest or send questions or comments in on the podcast, please free to email us at

Also, if you enjoy the show please do share it with your colleagues and remember to subscribe using whatever your favourite podcast platform is: iTunes, Stitcher Radio, Google Play or Spotify.

Join the Discussion

Have something to add to this topic?

Wondering how you can sell in the COVID shortened sales cycle?

Learn tips on what you can do to secure your #sales with Taylor Macdonald, SVP of Channel Sales at @Sageintacct, in the new episode of #ChannelEdge.

Listen to the full episode here:

Do you know who is the most impactful person in the buyer's journey?

Unpack the #buyer’sjourney and its relation to #marketingenablement and #investments with @forrester's @MariaChien and our own @StevenKellam6 in a #interactivedialog.

Watch it here:

Join us on April 27th as our UK Marketing Director, @dgould1969, hosts a LinkedIn Live Event to discuss all things #PartnerEnablement.

You won't want to miss it. Sign up to join the discussion now:

#partnerengagement #partnerjourney

Do you know the impact a successful channel incentive program can have on your business? Learn about all the benefits of an incentive program in our newest blog.

Read all about it here:

#Salesincentives #ChannelIncentives #ChannelEngagement

Load More...

What do you believe is the channel’s biggest challenge today?

Upcoming Channel Events

Are we missing an event? Tell us about it.

Channel Partners
May 4-7, 2020
September 8-11, 2020
Channel Focus
Nov 17-19, 2020
360insights Relevance