Analyzing the endless amount of marketing data coming from internal and external sources to find what works and really matters is a part of everyday life for channel marketers, or at least it should be.  Even with all of the new technology available, gathering information from all channels to give you a scope of the big picture can be a daunting task.  When infused with traditional marketing tactics, marketing automation, inbound marketing and through-channel marketing represent the next level for companies looking to drive growth and collaboration throughout their channel partner communities.

Marketing Automation

There are so many ways to market to B2B prospects these days that marketing automation in some form has become a requirement.  You hear a lot about people building their marketing technology “stack” and there are certainly advantages to having specialized tools.  However, having a centralized platform to track campaigns and analyze data from all of your marketing channels in one place will give you insights on how your campaigns are functioning as a whole, helping you to identify areas of opportunity.

Inbound Marketing

Purchasing automation software is one thing, developing and implementing an effective inbound marketing strategy is another.  Once you’ve decided to invest in the software, it makes sense to take full advantage of its features.  Buyer persona development, keyword research, SEO, content creation, social media marketing, lead qualification, testing and tracking all need to be priorities in order to show a worthwhile return on investment.

Through-Channel Marketing

“Forrester defines through-channel marketing as: the practice of engaging channel partners to extend and amplify a firm’s marketing campaigns and activities.  We estimate that less than 5% of B2B manufacturers/vendors have active through-channel marketing programs.” – Forrester

Marketing automation platforms and the implementation of inbound marketing can allow channel partners to easily share successful strategies, content and detailed analytics.  When channel partner communities work together it builds brand reach, loyalty and awareness.  The added engagement with your channel partners will also ensure a uniform strategy and message, enhancing your chances of a healthy return on your market development funds.