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You’re Channel Partners Want Relevant, Personal Communications. Is That What You’re Giving Them?

Strong, effective channel partner communication is vital to keep your program on track and growing.

Relayware Partner Relationship Management

You’re Channel Partners Want Relevant, Personal Communications. Is That What You’re Giving Them?

By Karren Gurnhill

Strong, effective channel partner communication is vital to keep your program on track and growing.

It all starts with a sound strategy, which I discussed in a previous post. Once you have the underlying structure in place, you need to think about the tactical details of communicating in order ensure that you maximize your impact.

Segment, Segment, Segment

When it comes to channel partner communications, one size definitely does not fit all. Here are some of important ways to ensure that your messages are relevant to you audience:

  • Create different role-based messages (e.g., those who are in marketing get one set of communications on how best to market your new product. Those in sales get a different set of communications based on the information they need to sell the product.)
  • Send your communications out to different personas based on the way they are most likely to see and read the information. Field-based channel staff may be best communicated with via text messages and push notification, so they see it while they are on the go.
  • Make sure that your message applies to its recipients – for example you should not send messages about a product to partners who aren’t authorized to sell it

You can only employ these tactics effectively if you have up to contact date records for every channel partner professional in your ecosystem. Make it easy for your partners to update their information. Also enable an admin at each partner organization to deactivate contacts who have moved on.

When thinking about the tactical aspects of your communications, make your messages human friendly.

  • Write person-to-person, not company to company
  • Your messages should be focused on how your partners can be successful – talk about them, not about you
  • Keep it short with a compelling title to ensure the mail is opened.

As much as you don’t like it, have an unsubscribe option. No need to create ill will.

Report and Refine

Reviewing results should be a regular part of your communications program. Who did the communications go to? Who opened it and who read it? How many bounced back and can you uncover why? How many clicked through? Armed with this information, you can refine and adjust to increase effective communications. You always be testing new approaches.

Use Every Channel

Most of your communications will likely be through email, but you should be leveraging multiple channels including social media and of course, your partner portal. Of course, as effective as online communications are, don’t forget about the personal touch. Sometimes a phone call or hand written note can be the right solution to solving a problem or getting a message across.

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