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Powering the Cobranding and CoMarketing Cycles of Channel Partners

it’s common for vendors to provide customizable content as well as MDF that gets applied to all sorts of lead-generating efforts. Here is food for thought on best practices.

Relayware Partner Relationship Management

Powering the Cobranding and CoMarketing Cycles of Channel Partners

Channel partners rely on vendors to pull in leads and create broad interest through advertising and PR campaigns, but they also need to push new product information out to their own customers and prospects. Many expect vendor help with that, and it’s common for vendors to provide customizable content as well as MDF that gets applied to all sorts of lead-generating efforts.

Comarketing and cobranding have their own communications cycles, and well-crafted, automated workflows keep that cycle moving.

Case in point: A password-protected library of shiny new data sheets is all well and good, but not if your partners don't know when they're published. Too often, channel partners hear news about the lines and services that a vendor says is available no sooner than customers do. Automated emails and push notifications that alert the relevant partners to new content and product announcements keeps partners fresh on top of their game.

Conveying Partner and Vendor Value

When partners download vendors' data sheets and emails, they know that language and images have received corporate approval, but they want to convey their own value to end customers as well. Relayware's content management, customizable templates and approval workflow make it easy for partners to leverage the vendor's investment in graphics and copy, while still reminding customers who guides them through purchase and deployment. Automated workflows, again, keep approval processes moving where vendors want to see cobranded content before it's distributed.

Vendors may have different things to say to Silver, Gold, and Platinum partners, or to those in specific countries. Relayware makes it easy to personalize messages for any of these groups, or to merge in relevant fields to personalize each email. And because they can be presented through the portal and not via email, they will be read, not scrolled down and buried. Partners, in turn, have different pitches to customers in different verticals, such as "education" vs. "legal." Makes it easy for partners to find the right assets for different segments, and help them get the value message for these segments in line with your branding.

Another way Relayware makes it even easier for vendors to ... relay their messages through to end customers by making it easy for partners to push campaign messages into their own social networks.

Cobranding in the Age of Cloud

Especially in the small- and mid-sized market where channel resellers predominate, automated marketing systems should be enlisted in the push to keep customers renewing subscription-based services. A reliable, centralized database that includes expiration dates and timelines helps partners prevent churn here. Vendors can attach incentives and discounts to renewals and ensure recurring revenue at higher margins. Vendors who have empowered their indirect channels in this way have typically experienced renewal rate increases exceeding 10 percentage points in their first year, with continued growth thereafter.

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