Channel Marketing Group

At Channel Marketing Group, we specialize in providing strategy and marketing consulting services to manufacturers, distributors, manufacturers reps, and associations focused on the electrical, lighting, HVAC, and plumbing industries. Our team of experts has over 100 years of combined industry experience, ensuring that our knowledge, experience, and relationships within the marketplace are deep and extensive. With our unique blend of channel expertise and marketing know-how, we help our clients achieve their desired outcomes through tailored approaches and customized strategies.

Our Philosophy

We believe that every company and every project is unique, and that's why we take a 360° approach to marketing and strategy development. First, we immerse ourselves in your market and industry, understanding your products, people, and goals. We then work with you to define your objectives, using market research, customer engagement strategies, and strategic planning to support that deep dive. Our objective is to help you plot a marketing plan that drives growth and revenue through a multi-channel strategy that integrates with your operational, organizational, and financial business goals.

Services

We offer a range of services designed to help you achieve your marketing and business objectives. Our services include:

Strategic Planning

We will work with you to define your marketing strategy and develop a customized plan that integrates with your operational, organizational, and financial business goals.

Channel Planning

Our experts will help you develop a channel strategy that aligns with your marketing plan, including distribution programs, channel strategies, and eCommerce strategies.

Market Research

We will conduct voice of customer research, brand preference studies, market size and market share studies, and customer satisfaction surveys to provide you with the insights you need to make informed business decisions.

Customer Engagement

We will help you develop customer personas and value propositions, and create annual marketing planning and supplier engagement strategies to drive customer engagement and loyalty.

Account-based Marketing

Our team will work with you to develop targeted marketing and sales strategies that focus on specific accounts and decision-makers.

Sales Management

We will help you develop sales SWOT analyses, territory alignments, channel engagement, and sales team coaching to drive sales performance and revenue growth.

Meet the Team

At Channel Marketing Group, we are proud to have a team of experts with decades of industry experience. Our team includes:

David Gordon, Principal at Channel Marketing Group, founded the company in 2000 after spending a year with SourceAlliance.com, five years at IMARK Group, and more than 10 years in the performance marketing industry. He is a published author and thought leader in the industry.

Gene Biben, Vice President at Channel Marketing Group, is a 30+ year veteran of the electrical industry, having led Joseph E. Biben Sales Corp (Biben Sales), a leading electrical manufacturer representative in the MidAtlantic region.

Kevin Coleman, Market Research Experienced Electrical/Lighting Industry Market Research Specialist, recently served as Director, Market Intelligence at Signify.

Executive-in-Residence Program

We are proud to offer an Executive-in-Residence program that enables us to tap into industry experts to support our clients. These individuals have significant industry experience or subject matter expertise and help us deliver ideas that generate results for our clients.