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Partner Engagement Part 1

People have a propensity to delete emails, and you have to capture them immediately to prove you are providing value. Just like you, your partners are bombarded with 100s of messages every day.

Relayware Partner Relationship Management

Partner Engagement Part 1

Engaging Partners in the First 30 Days with Milestone Messages

By Simon Taylor

People have a propensity to delete emails, and you have to capture them immediately to prove you are providing value. Just like you, your partners are bombarded with 100s of messages every day.

Despite this empathetic view of your partner’s inbox, many channel marketers still send bulk emails hoping to connect with their partners. It needs to stop.

The key is Partner Engagement.

The Value of Channel Partner Engagement:

  • Keep your new partners engaged and excited about you partner program
  • Decrease the time it takes your partner to be truly productive
  • Build loyalty

How to Begin Engaging:

You need to create an engagement process that starts at the beginning of your partners’ journey with your organization and leads them through their first steps and experiences, it should help them get up to speed by providing information on how to use the program, material on how to be successful with your program and where to find educational content to help them sell and support your products.

During the first 30 days of your partners’ journey, multi-touch campaigns are the most effective. During these first four weeks, your partners will do a number of things for the first time that you should recognize. The partner programs that keep partners engage reach out in a number of ways, including:

  • Outbound call
  • Videos
  • Training content
  • Portal notifications
  • Partner webinars
  • Event management
Engage Partners

Some of these communications are automated dialogues that happen at key points, and others are triggered dialogues based on their activity. Below is a prescription of activities and responses:

Activity

Suggested Response

First Login
  • Portal welcome message
  • Verify details
  • Triggered email, activity stream message and push notification suggesting welcome video

Second Login

  • Adjusted portal welcome message suggesting content welcome video
  • Triggered email, activity stream message and push notification

Viewing welcome video

  • Suggested follow-up content
  • Triggered email, activity stream message and push notification suggesting follow-up content

Downloading 1st content

  • Triggered email, activity stream message and push notification suggesting relevant follow-up content

Registering 1st deal

  • Triggered email, activity stream message and push notification overview of process and next steps

Registering subsequent deal

  • Triggered email, activity stream message and push notification suggesting relevant training and portal content for those products

Registering deal a new product category they have not sold before

  • Triggered email, activity stream message and push notification suggesting relevant training and portal content for those products

Taking 1st Training course

  • Triggered email, activity stream message and push notification email suggesting relevant follow-up content

Taking subsequent training course

  • Triggered email, activity stream message and push notification email suggesting relevant follow-up content

With Relayware’s powerful business rules engine there are many more activities you could track and act upon, including (but not limited to):

  • Passing first quiz
  • Passing subsequent quiz,
  • Registering for an event
  • Attending an event
  • Claiming first incentive points
  • Making a subsequent claim

Throughout all this make sure your partners are comfortable with your partner portal and partner tools that make up your virtual work environment. They need to know how to do business with you as quickly as possible. This is vital to your partners’ success.

This process is great, but to really engage, you’ll want to also have additional compelling content unique to your industry and products. Partners want to be taken on your journey, and this is just the beginning of their long relationship with you. I will touch on additional partner engagement activities beyond milestones in part 2 next week.

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