Definition
Through-channel marketing is marketing that a vendor creates and partners run under their own name to reach their own customers. The vendor supplies ready-made campaigns, emails, social posts or landing pages. Partners add their branding and send them out, often through a shared marketing platform.
It helps partners that lack marketing staff run steady campaigns. It also gives the vendor more reach, since customers often trust their local partner more than a vendor they do not know.
Results depend on partners actually launching the campaigns and following up on leads. Simple content and easy setup tend to get more use.
In practice
A vendor builds a three-email phishing awareness campaign, and 40 MSP partners send it to their clients with their own logos and contact details.