In today’s rapidly-evolving technology landscape, channel partner marketing is a key tool for businesses to expand their market access. With the rise of digital marketing, automation, and changes in buyer behaviour, traditional methods of partner marketing support such as training, data sharing, co-marketing campaigns, rebates, MDF (market development funds) and sales enablement, like content, events and sales playbooks, have had to adjust.
Partner segmentation is one major development in channel marketing, with vendors having to segment partners by type, understand their varied needs and interests, and provide the required marketing support services. To ensure a smooth sales process and cross-sell/upsell opportunities for partners, cooperation between direct reps and partners is essential. Additionally, vendors must provide partners with product knowledge, demos, content, case studies, and especially knowledge about applications, either online or in-person.
Partners’ marketing messages should present a joint value message, rather than parallel messaging, to explain why the two parties are better together and what expanded value they provide. In order to do this, vendors must have a robust partner portal, filled with market-tested content and templates, as well as an MDF program that operates on pre-agreed metrics.
Tools such as partner “ecosystem” platforms, "through-channel" platforms, and product data transfer tools, along with AI, are an essential part of modern channel marketing. AI can be used to handle repetitive tasks such as data analysis and campaign optimization, while freeing up staff time to focus on human interactions.
Video is also an important part of partner marketing, with suppliers being able to create “mini content ecosystems” comprising long-form and short-form video, blog posts, social media and email content.
Ultimately, success in channel marketing depends on relationships. Suppliers must be reliable, trustworthy and even friendly in order to enhance collaboration and reach shared goals. Co-opetition is the new normal in business, and channel partners and their suppliers must overlook differences and recognise the value of cooperation and shared interests.
Despite the complexity of the partner-supplier relationship, businesses are increasingly focussed on growth through partnerships and co-selling, indicating the importance of channel partner marketing.
Originally reported by Martech: https://martech.org/whats-new-and-whats-working-in-b2b-channel-partner-marketing/
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