With access to the largest solution provider database in the IT industry, Ingram Micro's Business Intelligence Center (BIC) conducts independent primary research and provides sophisticated data analytics services for our partners. In July, the team surveyed 122 key manufacturers about their marketing plans for 2010. Here’s some of what they discovered.

Top Channel Objectives For Manufacturers
New partner recruitment and increased product penetration with existing customers topped the list. Partner retention, SMB growth and brand awareness were also key.

Primary Technology And Vertical Market Focus
Networking, peripherals and security are the top three technologies surveyed manufacturers will focus on in 2010. Across vertical markets, 87 percent of manufacturers surveyed plan to focus on government and education in 2010. Focus on healthcare (66 percent) and public sector verticals (39 percent) will also be strong. About one-third of manufacturers that focus on government and education also focus on networking. And those focusing on healthcare tend to have broader solution offerings that include virtualization, security and peripherals.

Channel Marketing Plans
Forty percent of surveyed manufacturers said they will have less than $100,000 to spend on channel marketing in 2010. Almost the same percent said they would consider raising this budget if the ROI justified that action.

Be sure to check out upcoming issues of Channel Advisor for more timely research findings and marketing intelligence from Ingram Micro's BIC. And if you’re an Ingram Micro partner, contact Susan Chiu at (714) 382-1019 to learn how the center can help you achieve maximum return on your marketing investment.