If your channel partner's sales have become stagnant and are in need of a boost it may be an issue of finding better ways to support them . A focus on providing your partners the right tools to succeed can be the difference. Here we explore some tactics to take your channel marketing to the next level.
Channel partner marketing has evolved as technology has changed the way B2B organizations connect with, market, and sell to prospects. Martech is a popular buzzword that essentially encompasses any technology that aides in the marketing process. There are an infinite number of “marketing stacks” that can be assembled and used to carry out campaigns. Finding the right tools and knowing how to implement them is a must for successful channel marketing. Traditional marketing techniques are by no means obsolete. In fact, many new technologies simply optimize our efforts and provide detailed analytics, while others take the art of marketing to a whole new level. Here we’ve gathered descriptions on some of the most effective tools we’ve used for our clients and our own marketing campaigns.
The B2B technology industry as a whole has placed a greater focus on channel marketing — to increase sales, achieve increased market penetration and enhance brand recognition. More and more, large vendors are announcing their intent to bolster their Channel efforts and direction, recognizing the substantial growth that can be attained. The bottom-line is truly the bottom-line – how to increase revenues while reducing the overhead and direct costs of driving those increases. Businesses today have many more options in their buying cycles – from research tools, analysis, social media, and an expansive reseller community. This has changed the sales process dramatically, and technology vendors are racing to adapt. Potential customers are expecting more competitive pricing, improved value, and consultative services to complement their process.
Contributing to the marketing efforts of channel partners helps to cultivate a uniform message, a stronger brand and greater ROI from MDFs. Playing an active role in the marketing strategy, partnerships and implementation is necessary to create a healthy channel community. Each partner will have unique needs, but many of the challenges are the same.
Market development funds are a key tool used by vendors to enhance the marketing efforts of their channel partners. These funds can be extremely helpful towards meeting sales objectives, however, in many cases these funds are misused or remain unclaimed. Here we’ve identified 10 ways you can ensure your MDFs benefit your partners and provide you palpable and continued ROI.
