We’ve been in channel marketing long before digital capacity became a success factor in the sales cycle. In a short decade, tech vendors changed their sales approach significantly to boost partner efficiency and continue channel revenue growth. And yet, many channel marketing campaigns are still “hit or miss” when it comes to consistency. Why do some high-potential partners deliver on one campaign and not on the next?
There is no mystery here. The customer journey changed dramatically with a large part of it becoming digital. Businesses had to sprint along and design campaigns that still accounted for marketing investment.
Forrester found that buyers spend 70% of their decision making time online. Tech vendors seek to enrich their partner ecosystems with digitally enabled resellers, yet only 10% of partners have digital marketing capabilities. Many channel partners don’t have the time, skills, in-house resources and management bandwidth to create effective marketing materials and campaigns. At the same time, they’re not efficiently using vendor programs or spending all of their available co-op funds.
What have we been doing to help our clients deliver through this change?
Segmentation
Driving channel revenue is about proper segmentation in a pool of potential partners with diverse marketing capabilities. Our strategy is to identify high potential partners before we engage in recruitment and support.
Concierge
When it comes to supporting channel partners, one size does not fit all. Meeting diverse needs is an overwhelming task for any vendor. Our solution is the channel marketing concierge: a dedicated and experienced marketing professional focused on delivering fast, efficient and effective marketing support for channel partners. They receive personalized, customized marketing support, whether it’s co-branded presentations, marketing collaterals or technical datasheets, the concierge supplies them.
PRM
As an end-to-end Partner Marketing Agency, we offer the full channel sales coverage in an ideal partner environment. The partner relationship management portal is a single point of reference that allows all operations to be executed, evaluated and improved out of the portal. Channel investment is tracked and accounted for like never before.
Whether you need to expand your channel network or increase revenue from current partners, we can help you with an integrated, technology enabled service that will enhance communication, drive demand and boost engagement.
If you’d like to know more, we’ll be happy to answer questions.
