Nick Horton

Nick Horton is a Director and co-founder of Filament, a digital performance agency specialising in sparking growth for B2B tech companies and vendor channel programs.

Over the last 20+ years, Nick has worked with diverse companies to build and expand marketing frameworks, deploy demand gen and lead gen programs, enter new markets, unlock support from tech vendors, and increase market share.

Tech companies and vendor channel programs I’ve supported include VMware, Microsoft, Dell, BlackBerry, HP Inc, and Veeam.

This has meant Nick is experienced in working with a variety of B2B tech company and channel partner types, including:

  • Independent Software Vendors (ISVs)
  • Managed Service Providers (MSPs), Value-Added Resellers (VARs) and System Integrators (SIs)
  • Cloud-based service providers, including IaaS, PaaS and SaaS companies
  • Cybersecurity and Managed Security Service Providers (MSSPs)
  • Edge infrastructure and IoT providers
  • Virtualization and application deployment specialists
  • Data centres, and
  • Distributors and Aggregators.

Nick has achieved outstanding outcomes across multiple roles:

  • Extensive experience creating environments for teams to thrive, achieve their goals and exceed targets.
  • Instrumental in creating and executing successful strategies to drive growth, scale businesses or create new market opportunities.
  • P&L, Line of Business, and country/regional responsibility over a number of roles, with an enviable record of achievement and value creation.
  • A proven thought leader and customer champion inspired by data and insight.
  • Commercially astute, with a track record of identifying channel, partnership and relationship opportunities to supercharge scale.

Key Skills and Expertise

  • Stakeholder management and engagement
  • Strategic thinking
  • Experienced external communicator
  • Leadership, coaching and mentoring
  • Creative excellence
  • Budget and expense management

Latest posts by Nick Horton

acsd essential 8 | Filament

Essential 8 Cyber Security Guidelines: How to Leverage for Your Marketing

The Essential 8 Cyber Security Guidelines offer a comprehensive framework for businesses to strengthen their defenses against cyber threats. In this informative article, we explore the controls of the Essential Eight and how cyber security and IT companies can use this as a way to position themselves in a crowded market, cut through and generate demand from prospective customers.

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marketing to critical infrastructure | Filament

Marketing to Critical Infrastructure: A Guide for Cyber Security and IT Services Companies

Understanding the Security of Critical Infrastructure Act for 2018 and its reforms, and using it in increasing awareness and demonstrating how your cyber security and IT services are capable of addressing Critical Infrastructure leaders’ pain points can help you secure more clients in these sectors. In this guide, we will discuss how security and IT service organisations can market to CI companies more effectively.

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Partner marketing | Filament

Channel Marketing: The Ultimate Introduction

Channel marketing is a unique and highly-specialised type of marketing. Ultimately, the purpose of channel marketing is to generate demand, as well as identify and nurture leads, as part of a vendor channel sales program. This often includes through-channel marketing across many partners across a channel ecosystem.

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Nick Horton in the media

Associated Press: Top Sydney Digital Marketing Agency Filament Wins Semrush Search Award 2022

Associated Press: B2B Tech Marketing Agency Launches Digital Marketing Solutions

BrightPoint appointed as new BlackBerry Distributor in Malaysia

BlackBerry 7 smartphones make their way to Cambodia

Why BlackBerry is back – and here to stay

BlackBerry’s new man in Arabian Gulf rings the changes

UAE BlackBerry users remain in dark over voice feature

BlackBerry “Still A Leading Smartphone Player In UAE”

Stay Connected With The New Berries!

AIS Blackberry Suzuki Swift

BlackBerry and INJAZ UAE host the STEM Innovation Camp for students

Blackberry Berryflow Podcast Interview with Nick Horton

Brightstar and RIM Expand Availability of BlackBerry Products in Thailand