Date: March 9, 2023
Author: Steven Kellam
Partners don’t need or want a complex and tedious relationship with their vendors. With multiple vendors on their daily plate, the ones that offer them the least amount of friction to do their job will win out. Yet, it’s a co-dependent relationship. Partners need vendors to provide them with the resources and tools they need to sell, and vendors need to connect with them more deeply and personally in order to break through the noise and offer the experience they want…in order for them to sell.
As the second “C” of StructuredWeb’s “5 Cs of Channel Marketing,” connecting with partners is essential to the vendor/partner relationship and with the right channel marketing automation platform success is possible. That’s because when vendors offer their channel partners a platform to connect – a single automated hub that offerings all of their marketing needs, the overall channel partner experience improves by orders of magnitude.
Partners Want One Platform to Connect
One of the key benefits of a robust channel marketing automation platform is that it centralizes all the content and resources that channel partners need to execute effective marketing campaigns. This includes everything from email templates to social media graphics to video content. By providing partners with a one-stop-shop for all their marketing assets, vendors can ensure that partners have access to the most up-to-date and relevant content, and can easily tailor it to their specific needs and target markets.
Partners Want the Portal to Function & Perform
In addition to content management, channel marketing automation platforms also provide tools for email marketing, content syndication, video syndication, webinar syndication, and social media syndication. This means that partners can easily distribute marketing content across a variety of channels and touchpoints, and track the effectiveness of their campaigns in real-time. By providing partners with these powerful marketing tools, vendors can help them increase their reach and engagement, ultimately driving more leads and sales.
Partners Want a Portal Experience to Translate to Sales
Lead distribution and management is another critical aspect of the channel partner experience, and a channel marketing automation platform can make this process much more streamlined and efficient. By providing partners with a single platform for managing leads, vendors can ensure that all leads are being properly tracked and followed up on, and can provide partners with real-time feedback and insights into lead quality and conversion rates. This can help partners prioritize their efforts and maximize their ROI, while also providing vendors with valuable data on partner performance and lead generation.
Partners Want Their Portals a Personalized, Human Touch:
Many channel marketing automation platforms offer concierge services and agency marketplaces, which can help partners take their marketing efforts to the next level. These services may include personalized coaching and support, as well as access to professional marketing agencies and service providers who can help partners develop and execute more sophisticated campaigns. By providing these resources, vendors can help their partners overcome common marketing challenges, and can ultimately drive more revenue for both themselves and their partners.
StructuredWeb’s Through-Channel Marketing Automation (TCMA) platform is a single sign on hub and a powerful tool for improving the channel partner experience for partners. By providing partners with SaaS-based, comprehensive platform for content management, email marketing, content syndication, video syndication, webinar syndication, social media syndication, lead distribution and management, concierge services, and agency marketplaces, vendors can create deeper, more meaningful connections with their channel partners – improving the overall experience, increasing reach and engagement, maximizing ROI, and ultimately driving more leads and sales.
