Dan Goldstein, Chief Product Officer, AVIXA, led a lively discussion on channel partners in AV marketing at AVIXA Xchange Live at InfoComm 2025.

🎯 Top Takeaways: AV Marketers Meetup at Xchange Live

1. Partner Marketing Is a Balancing Act
Partnering expands reach, but it can mean giving up control — over timing, brand consistency, and campaign execution. Success depends on clear communication and shared expectations.

2. Authenticity Starts with the Product
The best marketing happens when teams believe in the product.
Several audience members stressed that marketing should follow technical validation — not the other way around. If the integration works and the value is clear, the story sells itself.

3. The Value Chain Needs Visibility
Manufacturers emphasized the need to connect with end users, even when they don’t sell direct. That firsthand insight helps shape relevant messaging and stronger partner support.

4. Community Over Competition
Agencies are intentionally sharing knowledge with competitor agencies, building a collaborative marketing ecosystem. The thinking? If the AV industry grows, we all grow.

5. Channel Partners Want to Be Brand Ambassadors
Distributors and resellers, like Rich Salary, want to feel like an extension of the brand — not just a sales channel. Equip them well (with training, demos, support), and they’ll proudly carry the torch.

6. Choose Partnerships Strategically
Manufacturers shared that their marketing partnerships follow technical alignment. That way, they ensure the messaging is grounded in real capability — and protect their brand reputation.

If you're at InfoComm 2025 stop by #4761 for more sessions and meetiups throughout the day!