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2020 Breakout 8


Frenemies: Weighing Partner Distribution vs. Direct to
Customer Strategies

Technology and massive advances in data-driven marketing over the past 15 years have helped democratize paths to market for products and services and made it easier than ever to scale a new business. However, partner channels and the unique capabilities they offer may still have an important part to play in any go to market strategy. 

Is your business poised to take advantage of the technologies that enable direct marketing? How do you decide when and how to leverage partner channels? Can partnering give you access to valuable data beyond the immediate benefits?

This micro session will cover case studies from 2 different industries where go to market decisions were key to success.

Case 1: Tiger Pistol: Local Market Social Media Platform for SMBs

Quickly shifted from a direct strategy for SMB customers to a partner channel driven approach.

Case 2: Screambox: Streaming Horror Movie Service – Netflix for Horror Fans

Early strategic decision to focus on both direct to consumer and partner distribution platforms.

Thursday 14th May 2020
2.45pm - 3.15pm 



Larry Baird is a Consumer and B2B Marketing, Product, and Strategy expert with over 20 years of experience driving Fortune 500 businesses – including HP, Norton by Symantec, MyLife, United Online, and TV4 Entertainment.

Mr. Baird has enjoyed a career focused at the forefront of technology-driven businesses – consistently combining the latest digital marketing, data, analytics, and omni-channel marketing with strategic planning and execution to position brands to win against competitors by being smarter, faster, and more adaptive to the constant changes, disruption, and opportunities that comprise today’s global business ecosystem.

He has been a founding member and advisor for a number of successful technology businesses in categories that include: email, security software, online real estate, dating, local social media, people search, and streaming television.

Mr. Baird currently serves as Chief Marketing Officer for TV4 Entertainment, named to Fast Company’s World’s Most Innovative Companies for 2019 – alongside Netflix and Warner Brothers. In addition to global marketing for more than 30 streaming channels, he serves as COO for TV4 Entertainment’s marquis direct to consumer Screambox brand.


Connect with Larry:






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