With over 20 years of experience in the IT channel, we’ve built strong relationships and a proven track record in managing MDF and alliance funds—from strategic planning to execution. We specialise in delivering campaigns through the channel and providing POE aligned with vendor KPIs. Our deep understanding spans the full vendor–distributor–reseller ecosystem.
…So why CI Group?
Our Insight-Led Engagement Model
Channel marketing
Through marketing execution, we get audiences to take notice to what you have to say and influence them to act in a way that supports your growth and generates opportunities.
Brand and product activation
We’ll help you take your products and services to market by augmenting awareness through integrated campaigns that cut through the noise of a congested marketplace.
Partner engagement & training
Empower partners through tailored training and engaging experiences that elevate their expertise, foster loyalty, and transform them from sales representatives into passionate brand advocates.
Incentive and reward
Use tactical and triggered incentives and rewards to influence and motivate your audiences – an incredibly effective way of changing behaviours.
Sales enablement & Lead generation
Enable your partners to sell better with materials and collateral that provision seamless, consistent conversations with customers .We help you create demand in market or activate latent demand where it exists in end-users
Hype days
Hype Days energise sales floors with immersive, on-brand experiences that boost morale, deepen product knowledge, and drive immediate engagement and sales performance uplift.
MDF activation and reporting
CI Group simplifies MDF and reporting with streamlined processes and transparent insights, ensuring optimal fund usage, compliance, and clear ROI visibility for partner marketing activities.
How Resilient Is Your Channel Marketing Plan?
Here’s a list your strategy must tick.
| Can You Capture Early Buyer Attention? |
|
| Are You Equipping Partners to Sell Complex Solutions Confidently? |
|
| Is Your Plan Built to Keep Partners Engaged Long-Term? |
|
| Are You Turning Incentives Into Measurable Performance Gains? | |
| Do You Have Real-Time Visibility Across Your Programmes? | |
| Do You Have an Integrated, Always-On Plan—Not Just Campaigns? | |
Download our Channel Marketing Blueprint
Making Partners Care, Act, and Sell Through →
Brand Activation That Cuts Through Channel Clutter
→ With buyers valuing insight over info, we focus on storytelling and integrated digital journeys that influence early and often.
→ Whether launching AI-driven solutions or multi-vendor bundles, we create activation plans that simplify the value proposition and accelerate uptake.
→ We turn brand visibility into measurable outcomes, helping partners generate pipeline and track what actually delivers ROI.
Partner Enablement, Education, and Engagement
Empower your partners to become true advocates through ongoing education, training, and meaningful engagement. From essential learning modules to comprehensive Partner Programmes and Learning Management System (LMS) builds, we equip you with the tools to elevate partner knowledge and expertise.
Our approach ensures your partners can confidently communicate your value, supported by tailored sales enablement materials and go-to-market strategies for resellers, distributors, and alliances.
Incentives and Rewards: Driving Behavioral Change
Backed by behavioural psychology, our approach taps into reinforcement theory – where the right stimulus (incentive) at the right moment can shift habits and shape behavior. By understanding and applying these principles, we ensure that each initiative not only delivers value but also fosters lasting behavioral change.
Hype Days: Engaging Events with Innovative Tools
| Our Hype Days energise and upskill your partners with hands-on, immersive experiences. | |
| We tailor each session by partner type, market maturity, and product complexity. | |
| Our new events app streamlines logistics, boosts engagement, and tracks impact in real time. | |
| You get rich insight, measurable outcomes, and a format that adapts to your channel’s needs. | |
MDF Activation & Reporting: Maximising Fund Effectiveness
With over two decades of experience in the IT channel, CI Group comprehends the nuances of channel dynamics and MDF management. Our tailored approach ensures that MDF programs are not only effective but also aligned with your business goals. We provide insights into:
-
MDF Effectiveness by Partner/Region: Assessing performance across different segments.
-
Funds Claimed vs. Available & Pending Approvals: Tracking fund utilisation and approval statuses.
-
ROI Reporting: Evaluating returns by campaign, partner, and other relevant metrics.
-
Activation Type Effectiveness: Understanding which initiatives yield the best results.
-
Predictive Analytics & AI Insights: Leveraging advanced tools for future planning.
Sales enablement & Lead generation: Fueling the Sales Funnel
Let’s Bring Simplicity to Your Channel Complexity
No hard sell. Just smart, experienced guidance.
The LinkedIn Sales Explosion: Does Social Selling Really Work in the Channel?
There’s been a noticeable shift in how sales teams, especially in the channel, are building relationships — and LinkedIn is right at the centre of it. What used to be a platform for job hunting and occasional updates has turned into a full-scale business development tool. Connection requests are now often the first touchpoint in […]
Maximising Market Development Fund (MDF) Impact Through Strategic Partner Segmentation
At CI Group, we specialise in optimising MDF allocation strategies by using data-driven insights, segmentation frameworks, and tailored marketing initiatives to maximise impact. Here’s how a structured approach to partner segmentation enhances MDF efficiency and business growth. _ 1. Establish Clear Partner Segmentation Criteria Not all partners are the same, and treating them as such […]
How AI-Powered Product Recommendations Drive Sales & Customer Engagement
Artificial Intelligence (AI) is revolutionising the retail industry, particularly in enhancing product recommendations. By analysing vast amounts of customer data, AI enables retailers to offer personalised shopping experiences, leading to increased customer satisfaction and higher sales. The Impact of AI on Product Recommendations AI-driven product recommendation systems analyse customer behaviour, preferences, and purchase history to […]
Understanding Generative AI in Workflow Automation
Generative AI refers to algorithms that can produce new content or solutions by learning from existing data. In workflow automation, it streamlines processes by automating complex tasks, enhancing decision-making, and reducing manual intervention. Benefits of Generative AI in Workflow Automation Enhanced Productivity: By automating routine tasks, generative AI allows professionals to focus on strategic initiatives, […]
How Secure Generative AI Marketing Tools Drive Business Growth—and How to Use Them Safely
The rise of generative AI in marketing has been impossible to ignore. From crafting compelling copy to automating audience interactions, these tools are reshaping how businesses engage with their customers. But amidst all the excitement, one question often arises: how secure are these tools? And more importantly, how can businesses leverage them safely to drive […]
2025 Corporate Events Trend Predictions: What’s on the Horizon?
As we step into 2025, it’s clear that corporate events are evolving to meet the changing needs of businesses and their people. Whether it’s a summer celebration, a winter conference, or a Christmas party, the focus this year is on creating memorable, meaningful, and inclusive experiences. Let’s take a closer look at the trends shaping […]
Finding Harmony Between AI and Creativity in Changing Behaviours
At CI Group, we’ve always believed in the power of creativity to connect, inspire, and drive change. But as artificial intelligence (AI) has become a more significant part of our world, the way we approach creative work is evolving. Understandably, there is scepticism about AI dehumanising creative work, and causing it to lose that human […]
How AI is Transforming Partner Management for Technology Channel Businesses
Managing partners effectively has always been a core challenge for IT channel businesses. Juggling multiple relationships, aligning goals, and ensuring partners have the tools and support they need can be overwhelming. Enter AI – a game-changer that’s making partner management more efficient, personalised, and proactive. Here’s how IT channel businesses can use AI to strengthen […]
How AI is Revolutionising Retail Supply Chains for Efficiency & Growth
The retail industry has always been about balancing supply with demand. Enter artificial intelligence (AI), a game-changer for optimising retail supply chains. By analysing massive amounts of data and providing real-time insights, AI helps retailers streamline operations, cut costs, and deliver a better customer experience. Here’s how adopting AI can transform your supply chain and […]
Will DeepSeek’s AI Success Ignite a New Open-Source Revolution?
How Their Transparency Might Shape the Industry In a move sending shockwaves through the tech industry, China’s DeepSeek has unveiled its latest AI model, R1, boasting capabilities that rival – and in some areas surpass – those of established giants like OpenAI. What sets DeepSeek apart is its unwavering commitment to transparency: the company has […]
Hyper-Personalisation: When AI Knows Your Customers Better Than You Do
By leveraging artificial intelligence (AI), businesses can analyse vast amounts of data to deliver highly tailored experiences—sometimes even anticipating customer needs before they arise. This shift prompts an intriguing question: could AI actually understand your customers better than you do? From Personalisation to Hyper-Personalisation Traditional personalisation focused on broad segmentation, grouping customers by demographics […]
Interactive Installations: Boosting Social Media Engagement Through Immersive Experiences
The Power of Interactive Installations Interactive installations elevate brand experiences by transforming audiences from passive observers to active participants. These immersive encounters resonate on a personal level, creating lasting impressions that participants are eager to share online. By fostering engagement, these installations naturally encourage social media advocacy, turning participants into brand ambassadors. Case Studies: Disney’s […]
The Psychology of Freebies: Why Small Rewards Yield Big Returns
At the core of the effectiveness of freebies lies the principle of reciprocity—a powerful social norm. When individuals receive something for free, they often feel an intrinsic obligation to give something back, even if that “something” is as simple as goodwill, positive feedback, or a purchase. In marketing, this principle translates into tangible results. Offering […]
Generative AI for Video Campaigns: From Ideas to Stunning Visuals
Generative AI uses algorithms to create new content, such as text, images, and videos, by analysing patterns in existing data. For video production, this means AI can generate realistic visuals, animations, and even avatars from simple textual inputs or minimal resources. Platforms like Synthesia, for example, allow businesses to create lifelike video avatars for corporate […]
The Evolution of Loyalty Programmes: From Points to Personalised Experiences
Loyalty programmes have always been a cornerstone of customer retention strategies, but as consumer expectations evolve, so too must these initiatives. The traditional points-based approach is being replaced by experiential and personalised models designed to build emotional connections. From Points to Experiences: A Shift in Expectations Historically, loyalty programmes rewarded customers with points for […]
5 Corporate Event Hacks Inspired by Viral TikToks
Events need to do more than just inform—they need to inspire, engage, and create a buzz that extends beyond the room. TikTok, with its knack for sparking trends. Here are five TikTok-inspired hacks to transform your next corporate gathering into a standout success: 1. Embrace Themed Experiences Nothing captivates an audience like a well-executed theme. […]
Hacking Human Behaviour: Behavioural Science in Digital Campaigns
Behavioural science focuses on the psychological principles that influence human actions. In marketing, it translates into understanding not just what consumers do, but why they do it. This deeper knowledge equips brands to design strategies that feel intuitive, natural, and highly effective. At CI Group, we’ve seen how aligning campaigns with behavioural principles can significantly […]
AR and AI in Events: How 2025 is Shaping the Future of Immersive and Personalised Experiences
As we stride through 2025, two transformative trends are reshaping the events landscape: Augmented Reality (AR) and AI-powered networking. We see these technologies not as fleeting novelties, but as strategic tools to deliver richer, more personalised experiences that meet the evolving expectations of attendees and organisers alike. Augmented Reality: Elevating Engagement AR has evolved […]
Mastering Marketing Impact: Creativity, Alignment, and AI-Driven Transformation
At the core of effective marketing is alignment. When marketing and sales teams operate with shared goals and measurable KPIs, campaigns are more focused, and outcomes are optimised. Creativity remains essential in engaging sophisticated B2B audiences. Innovative campaigns, underpinned by strategic insight, can cut through the noise, building meaningful connections with customers. Our Generative […]
Cracking the Code: Growth Through Technology Channel Marketing in 2025
The IT Channel’s Growing Complexity The IT Channel continues to evolve rapidly, becoming more competitive and complex with each passing year. Distributors, OEMs, and resellers are no longer just partners in a supply chain—they are now integral collaborators in creating value-driven ecosystems. For businesses in the channel, channel marketing is no longer optional; it is […]
15 Essential Training Ideas Technology Partners Can’t Afford to Ignore with MDF Strategy
Empowering partners with the right training and upskilling opportunities is no longer optional—it’s essential for mutual growth. Using Market Development Funds (MDF) strategically ensures partners thrive in a competitive market. Here are 15 indispensable training ideas that will supercharge your partnerships: Comprehensive Product Training Workshops: Organise in-depth sessions to enhance partners’ understanding of your products, […]
The Struggle of Technology Channel Players: How ABM Can Lead to Success
The Struggle of Technology Channel Players For many in the IT channel, one persistent challenge is connecting with the right decision-makers. The B2B buying journey is more complex than ever, with long sales cycles, diverse stakeholders, and intricate buying committees. The sheer pace of technological advancement also means that solutions must be delivered faster while […]
How AI is Shaping the Future of Business Analytics
If someone told us a decade ago that algorithms would soon predict customer behaviour, optimise supply chains, and even suggest the best time to send an email, you might have raised an eyebrow. But here we are, and AI is doing all that and more. It’s not just transforming industries; it’s reshaping how businesses make […]
How to Create Incentives for Partners to Use MDF
Market Development Funds (MDF) are a valuable tool in channel marketing, enabling partners to grow their business while promoting your brand. But here’s the catch: they’re only effective if your partners actually use them. Many businesses struggle with MDF underutilisation, often because partners don’t see the value or find the process too cumbersome. At CI […]
Marketing Tools Using Generative AI: What Every CMO Needs to Know
Generative AI is the hottest topic in marketing right now – and for good reason. Tools like ChatGPT, Jasper, and DALL·E are revolutionising how brands create content, connect with audiences, and streamline processes. But as with any new technology, there’s a balance between excitement and caution. If you’re a CMO wondering how generative AI can […]
AI Predictions in the IT Channel for 2025
AI continues to shape the IT channel landscape, and its influence has only accelerated in recent years. In 2024 alone, AI adoption jumped from 50% to 72%, and enterprise AI transactions surged by nearly 600%. This year, we’ve seen it become more integral in automating sales, enhancing customer engagement, and fine-tuning inventory management, offering tangible […]
How to Use MDF to Support Partner Training and Development
When it comes to channel partnerships, training and development are crucial. Your partners are often the frontline representatives of your brand, so ensuring they’re well-equipped is a no-brainer. But how do you fund and structure this effectively? That’s where Market Development Funds (MDF) can come in handy. At CI Group, we’ve seen how strategic use […]
CI Group Wins Marketing Channel Services Provider of the Year – Support at CRN Awards
CI Group, a leading employee-owned integrated marketing services agency, is thrilled to announce its win in the Marketing Channel Services Provider of the Year – Support category at the prestigious CRN Awards 2024. Below, David Watt, CEO of CI Group, shares his insights into why when it comes to delivering strategic marketing programmes, success truly […]
Channel Success: Our Expertise in Channel Marketing, Enablement, End-User engagement and Rewards
We provide a holistic approach to channel marketing, combining strategy, enablement, end-user engagement, and reward programs to help IT vendors thrive. Here’s how our tailored services and expertise work: Channel Marketing Strategy: Building Effective Pathways A comprehensive channel marketing strategy is essential for growing market share through partners. We focus on everything from partner […]
Measuring ROI from Your Brand Refresh: Metrics that Matter
How can you be sure that your brand refresh is delivering the results you need? For IT companies that thrive on data, measuring the success of a rebrand isn’t just about aesthetics—it’s about ROI. Here’s how you can track the impact of your rebranding efforts and ensure you’re hitting key performance indicators (KPIs) that prove […]
Maximise Partner Engagement with Pre- and Post-Event Marketing Strategies
A Complimentary Sales Enablement & Partner Relations Strategy Workshop for IT Channel Partners CI Group is to offering a free, tailored Sales Enablement & Partner Relations Strategy Workshop exclusively for distributors, resellers, and partners in the IT channel. This workshop is designed to help your business build a high-performing sales team and strengthen your partner […]
Navigating Your SMB Customers’ Challenges in 2024: How CI Group Can Help
As we move into 2024, small and medium-sized businesses (SMBs) are facing a range of challenges, from cybersecurity threats to the need for digital transformation. CI Group is here to help IT resellers navigate these challenges by providing tailored marketing strategies and services that position you as a key partner in your clients’ growth. […]
Incentive Strategy and Communication
Creating an impactful incentive strategy, and ensuring its success through effective communication and measurement, is essential to drive performance and engagement. Through meticulously designed pre-event communications, immersive experiences, a deep understanding of motivational psychology, and a team of digital developers and data analysts, we not only aim to inspire action, but also create a lasting […]
Puppy Love and Wellness Day with Becthle
Let’s talk about the cutest day we planned and delivered for Bechtle. So, picture this, you’re in your office, doing your day-to-day, ticking off your to-do list with authoritative precision.. But suddenly, you hear the magical sounds of.. puppy barks. Yes, people, PUPPIES! Sounds like a dream, right? In collaboration with Bechtle, we orchestrated a […]
Celebrating CI Group’s Commitment to Sustainability- Pip Kenny Named Power 50 Green Champion by Micebook
In a momentous recognition of her unwavering dedication to sustainability within the UK events industry, Pip Kenny, Group Creative Director at CI Group, has been named a Power 50 Green Champion by Micebook. This prestigious accolade is a testament to her remarkable commitment to making a positive impact on the planet and promoting eco-conscious […]
CI Group takes home Gold at The IPM Awards 2023
On Thursday 28th September, CI Group attended the IPM Awards Event, celebrating the successes and recognising the amazing innovation, hard work and creativity that is carried out right across the promotional marketing industry. The IPM Awards event was a showcase of innovation and excellence in our industry, and it wouldn’t have been possible without the […]
A client discussion with the Head of Business Intelligence
Unveiling Strategic Insights using Pearl Analytics’ Market Opportunity Assessment Businesses must remain agile and well-informed to thrive. To shed light on this critical aspect, Maureen Vasquez-Guzman (MVG) BD & MM from CI Group, engages in an illuminating conversation with the Head of Business Intelligence at a prominent chip manufacturing company. Together, they explore how CI […]
How CI Group launched The League of Darkness for The Kraken Rum brand
CI Group enabled Proximo Spirits to grow an unknown challenger brand into a national top-three rum brand in under five years. We achieved this by tapping into the brands core principles and leveraging its unique appeal to promote the brand’s loyalty across consumer and trade – helping to create growth in value of over 300%. The objective […]
Spiff Days: HP Pride ‘Proudly Visible’
In a powerful collaboration, HP and AMD have joined forces for the ‘Proudly Visible’ campaign, which took place throughout the month of June to commemorate Pride. This inspiring initiative aims to champion the LGBTQ+ community in the tech industry and create greater visibility and understanding. HP Pride Spiff Days played a vital role in supporting […]
A look back at Changing Behaviours for Climate Action 2022
7 months ago, CI Group’s sixth annual Changing Behaviours Event (CBE) took place at Kew Gardens, London. Each year guests are invited to offer unique perspectives on changing behaviours, stemming from their own professional and cultural experiences and our last CBE event had a particular emphasis on sustainability. We encouraged leaders to think about how they […]
Applying Behavioural Science in the Design of Incentive & Reward Systems
When it comes to B2B sales incentives, many companies rely on monetary rewards or other tangible gifts to motivate their employees. While these can be effective in the short-term, research has shown that they may not always be the most effective way to incentivize employees over the long-term. This is where the application of behavioural […]
Spiff Days: Creating Unforgettable Live Experiences
Spiff days are live days that take place at partner offices on behalf of technology vendors. The key aim can vary but they usually they are one or all of the following: brand awareness, product launches, product/service training, device/product preferences, device benefits and ultimately drive sales. We offer a full service for this from Discovery, […]
Key to Success: Implementing Rewards and Incentives in Your Business
Recognising the importance of a successful rewards and incentives scheme within your business is a key part of its success. Research shows that it can improve employee retention, engagement and loyalty, as well as creating a competitive advantage, as without them, you can lose market share. Virtual First: Reducing Carbon Emissions CI Group Rewards is […]
Computacenter hosts 6th successful annual Sales Kick Off conference with the help of CI Group
Computacenter’s annual 2-day Group Kick Off event in Manchester Central brought 2000 people in the sales teams from Europe and North America together from across the world to celebrate the successes of the previous year and set the agenda for the year ahead. A major part of the event was the Technology Village which provided […]
Investing in our environment
We’ve expanded our capability and expertise to be able to deliver a genuinely best in class, in-house studio, control room and production options for virtual, hybrid and live event experiences. All in a covid-free space.
A Covid-secure live events app for the many
We’re delighted to feature on C&IT Magazine’s news pages this week having hosted editor Calum di Lieto at our London office recently to talk all things Liber App. Our CEO David Watt, revealed how technology is crucial in delivering a successful live event amid the global pandemic.
Liber App Delivers Event Safety to Salon Privé
On Sept 23 the doors opened to Blenheim Palace for Salon Privé 2020 and put our Liber application to the test for 8000 expectant car enthusiasts.