7 Crucial Channel Marketing Strategy Best Practices

Apurva Pathak | February 28, 2022 | 432 views

Channel Marketing Strategy
Tracey Noonan and Danielle Vilagie started Wicked Good Cupcakes after taking a cake-decorating class together and enjoying it immensely. Wicked Good Cupcakes wanted to serve customers out of town. They came up with the ‘portable cupcake in a jar’ concept to safely ship their cupcakes. They hired C Squared Social, a digital agency, to run their online campaigns so they could generate new leads and increase their reach.

C Squared, in turn, partnered with Facebook Business Partner Zapier. Zapier used Facebook’s innovative lead ad functions to stitch together CRM, email marketing, and team messaging tools. This was done to capture every opportunity for Wicked Good Cupcakes.

Through its channel partner Zapier, Facebook facilitated an end customer with a 94% lower average cost per lead, a 24% contact response rate from leads, and a 48x increase in leads in just 3.5 months from the launch of the campaign. This is the power of channel partnership.

But how did Zapier know what features from Facebook’s marketing offerings it could use to deliver amazing results for Wicked Good Cupcakes? It’s because Facebook has vetted Zapier to advertise, sell, and engage end customers with Facebook’s offerings. Facebook did this by using effective to-partner marketing.

Let us now explore channel partner marketing in detail.


What is Channel Partner Marketing?

Channel partners are intermediaries between your product and the end customer. Channel partner marketing uses methods to promote products or services to channel partners or to end customers through channel partners. This kind of marketing considers the manufacturer’s expectations, requirements, and goals, channel partners, and their audiences.

In a recent interview with Media 7, Sam O’Brien, CMO at Affise, talked about partner marketing.

Partner market has huge growth at the moment. It's really taken off, and still, it seems quite complex to people. We're giving companies a faster way to start Partner Marketing. Find the partners you want to work with, or the publishers, or creators, or affiliates, to promote your business.”

Sam O’Brien, CMO at Affise

If you use an effective partner marketing strategy, you want to make sure that everyone involved in a channel partnership is happy.


Why Should Channel Partner Marketing be a Priority?

54% of companies say partnerships drive more than 20% of total company revenue. (Source: Partnerize). To drive revenue, marketing is important. Here are some of the reasons why channel partners should make channel partner marketing a priority:

  • The way customers or businesses zero-in on a product or service has changed. When it comes to technology products or other professional services, audiences rely on finding the best alternative online.
  • This intensifies the competition for channel partners. They need to beat regional, national, non-traditional, online, and local competitors to land a sale.
  • Marketing technology has also evolved dramatically. It is a dynamic mix of thought leadership, search authority, and expert lead generation to create measurable results.

Channel partners need to focus on marketing and invest effort, resources, and time to keep up with the changing trends, or fall short in the market.


Benefits of an Effective Channel Marketing Strategy

Let us look at what an effective channel marketing strategy can do for your business:

  • Gain access to your partners’ audiences.
  • Channel partner marketing is affordable as compared to other forms of marketing.
  • Present value-added offerings (your partner’s) to your existing audience.
  • Access a bigger team that works for your success.
  • Use the unique resources that your partners have.
  • Increase trust in your brand by collaborating with the right partners.
  • Enhance your distribution channels with the help of your partners.


Look into These Factors Before Creating a Channel Marketing Strategy

A good channel partnership can help you scale your business. To enhance the results of your partnership, creating an effective channel marketing strategy is crucial. Here are things you should take into consideration before you create a strategy:

  • Solid C-Suite Commitment
Help your channel partners grow their businesses! There is no better way to form long-lasting partnerships. To make this happen, you need to invest your time in getting C-Suite buy-in in advance so that you can secure their commitment and resources to develop and implement your partner marketing strategy.

  • Smooth On-boarding
Welcome your partners to your channel program with proactive communication and engagement. Creating a welcome kit as your first touchpoint could be a great idea. The contents of this kit can be based on the solutions you provide and your business model. Be a no-hassle channel partner.

  • Identify Pain Points
For existing partners, identify their pain points like low partner engagement, abandoned campaigns, unutilized market development fund (MDF), ineffective campaigns, and metric measurement challenges. Other difficulties may arise, such as communication, effective lead scoring, and qualifying them. Your partner marketing strategy should offer solutions to these problems.

  • Focus on Your Content
Amplify your brand with high-quality content. Generate interest and maintain mindshare using content marketing pieces like blogs, flyers, data sheets, case studies, e-books, whitepapers, videos, webinars and more. Automate your social and digital campaigns using content platforms, and create a content factory that can be managed using channel marketing management software. Help partners by providing them with marketing agency assistance so they can use good content to market your products.


Partner Marketing Strategy: 7 Crucial Channel Marketing Strategy Best Practices

Now that we have established what goes into a partner marketing plan, let us look at seven best practices that can make your channel marketing strategy successful:


Align Marketing and Channel Objectives

You can define the success of your partnership using factors like active, new, engaged partners, and channel revenue. They should be the foundation of your partner marketing plan. This way, you can align your marketing and channel goals and invest in your partnership resources better. Tracking the dollars invested in marketing and enhancing partner production gives an insight into where to invest. When there are partnerships that go across countries, working together well with the local channel manager and big business sellers is the key to success and output.


Decide Baselines & Metrics

For your channel marketing campaign, establish appropriate baselines and chase improvements in relative performance because campaign-level ROI measurements can be challenging. Metrics like partner adoption of created assets and content, and partner metrics in lead generation can be tracked using PRM tools. Email metrics and leads generated are other metrics that can help you measure the success of your partner marketing plan. The ultimate metric should be the end-user satisfaction rate because it directly translates to a low churn rate. 


Become a Revenue Marketer

Invest your time in customizing and spinning your high-quality, professional-level content assets for your sales organization and channel partners. This can help you tap into the potential ROI of each of your content pieces. Over time, it can add up significantly to your marketing performance. Impactful content is greatly enhanced by channel marketing. If you use it to target partners, you can gain partner mind share and create revenue opportunities that you might have otherwise missed. You can pair this type of soft marketing with the hard marketing that the C-Suite prefers.

Map Partner Performance

Ensure that you map individual partner performance in your assessments to get insights into what is working in your partner program and which partner strengths you can bank on and focus. Check how many deals are closing through the channel, and how many new opportunities are coming through your partners. If a partner isn’t doing much for the program, that partner is probably draining your resources. Take notice of your new partners’ performance in your channel marketing campaign over a set period to see what they are doing for you and the partner revenue.

Keep Your ‘To’ and ‘Through’ Sorted

When you look at your to-partners’ side, you aim to drive leads, and market qualified leads from a marketing and sales angle. You are also considering the cost per lead, what the partner did convert or lose, and why the partner came to you or why they didn’t. As for the through angle, your only point of analysis is the customer engagement and the satisfaction the partner has achieved through the partnership. Ensure you know why some partners are more successful than others, how many campaigns run through your platform, and how many of your partners are active on your PRM platform. Once you know what you need to look at from both angles, you are sorted and can run your marketing strategy effectively.

Embed Engagement into Your Program

Engagement is key to any partner alliance. Embedding engagement through to-partner marketing can enhance the channel partnership program. You need to plan, train, and gather feedback on your ‘to’ and ‘through’ channel marketing tactics. Some ways to embed engagement into the channel partnership programs are:

  • Creating bundled marketing campaigns with product training to improve lead follow-up
  • Co-partner marketing to drive thought leadership
  • Transparent to-partner communications
  • Partner advisory councils that focus on sales and marketing
  • Quarterly feedback surveys to enhance partner marketing processes
  • Executive sponsorship for key partners.


Constantly Enhance Your Strategy

Seek improvement in your channel marketing strategy by referring to your baselines and other KPIs. Measuring the baseline engagements will not only help you improve your strategy but it will also shed light on potential issues that may impede progress and growth. Keep an eye on what the partner revenue numbers look like, what kind of demand generation content they are leveraging, the webinars or events they are attending, and if they are mentioning you on their social media. Any big dips in numbers or engagement will help you redirect your efforts to what is causing the sudden shift.


Wrapping It Up

A channel partnership is a give and get kind of association. To get the most out of it, you need to focus on marketing strategies that target your partners and your end customers. Enhance your partnership by planning, reaffirming partnership goals, revamping your marketing strategy from time to time, and earning partner mindshare.


FAQ


What is channel marketing?

Channel marketing includes to-channel marketing and through-channel marketing. To-channel marketing means recruiting and engaging sales partners, distributors, and their networks. Through-channel marketing means you market your products and services to end customers through your sales channel.


What factors should you consider before creating a partner marketing strategy?

Consider factors like abandoned campaigns, under-utilized MDF, ineffective campaigns, low partner engagement, and lack of visibility, measurement issues, lead qualifying and scoring, effective communication with end customers, and delivering professional marketing information to end customers.


How can you improve your channel marketing strategy?

Establish baselines to measure the success, look at partner revenue, demand generation content downloads, and partner social media mentions and find out the areas that need your attention. Revamp your strategy based on these insights.

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Yodelpop, Inc.

Yodelpop is a results-driven creative marketing and branding firm. As a healthcare and nonprofit marketing agency, we connect healthcare practices with ideal patients and nonprofits with strong advocates. We create experiences that engage, delight, educate and inform in a respectful and humanizing way. We are marketers, strategists, designers, developers and writers. Yodelpop helps organizations and businesses have a positive impact through their products, services, and activities by providing inbound marketing, web development, and graphic design. We create experiences that engage, delight, educate and inform in a respectful and humanizing way.

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Prosoma Digital Therapeutics and EVERSANA Announce Commercialisation Partnership

Prosoma Digital Therapeutics, EVERSANA | September 27, 2022

Prosoma Digital Therapeutics, innovators in reinventing healthcare for oncology patients, has partnered with EVERSANA®, a pioneer of next-generation commercial services to the global life sciences industry, to support the expected launch and commercialisation for Prosoma's digital therapy to support the mental health of cancer patients. The digital therapy, Living Well, is the company's proprietary application designed to improve the quality of life and reduce stress, anxiety, and depression symptoms related to cancer diagnosis and treatment.EVERSANA's leading experts in launching and commercialising digital therapeutic solutions will help Prosoma navigate regulatory pathways and plan for commercialisation. "As we looked to navigate the complexity of commercialising our digital solutions in the United States, it became clear we need a partner with the infrastructure and experience to help us move quickly," said Andrzej Jonczyk, Chief Executive Officer, Prosoma U.S. "As we looked to navigate the complexity of commercialising our digital solutions in the United States, it became clear we need a partner with the infrastructure and experience to help us move quickly," said Andrzej Jonczyk, Chief Executive Officer, Prosoma U.S. "As we spoke with partners across Europe and the world, one name continued to rise to the top and that was EVERSANA. Their integrated platform and deep experience in digital therapeutics make them the perfect partner to help bring our important therapies to patients." "The future of healthcare continues to evolve as innovative solutions improve the patient journey," said Jim Lang, CEO, EVERSANA. "EVERSANA was built with this in mind. By helping Prosoma, we will provide critical mental health support for cancer patients and caregivers through this novel approach to digital therapy." EVERSANA and Prosoma Digital Therapeutics will attend and be available to discuss the partnership at the 5th annual DTx East Conference, September 27-29 in Boston, Massachusetts. ABOUT Prosoma Digital Therapeutics As a global leader in Digital Therapeutics for oncology, Prosoma provides patients with comprehensive solutions that are fully tailored to their medical conditions. The company created a portfolio of medical software products by combining world-leading expertise in medicine and technology and covering cancer patients' entire behavioural support needs. The company's flagship product, Living Well App, leads the patient from the moment of diagnosis towards regaining control over their wellbeing. It helps patients deal with their emotions and stress, build healthy habits and support them through their recovery process. The Living Well App is already reimbursed by healthcare insurance companies in Germany, and Prosoma is also aiming to have the costs of its products covered by healthcare systems in the US, the UK, and Poland. To learn more about Promosa, visit http://www.prosoma.com or connect through LinkedIn About EVERSANA™ EVERSANA™ is the leading independent provider of global services to the life sciences industry. The company's integrated solutions are rooted in the patient experience and span all stages of the product life cycle to deliver long-term, sustainable value for patients, prescribers, channel partners and payers. The company serves more than 500 organizations, including innovative start-ups and established pharmaceutical companies, to advance life sciences solutions for a healthier world. To learn more about EVERSANA, visit eversana.com or connect through LinkedIn and Twitter.

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MARKETING STRATEGY

Upstack Acquires ChaseTek Partners

Upstack, ChaseTek | August 24, 2022

Communications and digital infrastructure company Upstack, backed by private equity firm Berkshire Partners, has acquired ChaseTek Partners for an undisclosed sum. This is technology M&A deal number 747 that ChannelE2E has covered so far in 2022. See more than 1,000 technology M&A deals involving MSPs, MSSPs & IT service providers listed here. Upstack, founded in 2017, is based in New York, New York. The company has 103 employees listed on LinkedIn. Upstack’s areas of expertise include colocation, network, private cloud, public cloud, hybrid cloud, hybrid IT, data center, unified communications, cloud contact center, security and business continuity. ChaseTek, founded in 2004, is based in Dublin, Ohio. The company has 19 employees listed on LinkedIn. ChaseTek’s areas of expertise include enterprise voice and data networks, business infrastructure management, telecommunications solutions, business technology implementation, voice and data product procurement, enterprise voice and data support services and enterprise telecommunications. ChaseTek specializes in serving multi-location businesses in retail, health care, financial services and manufacturing industries. As part of the deal, ChaseTek’s president Chris Wolfe and vice president Michael Marlowe will join Upstack as partners and managing directors, according to the company. Additionally, ChaseTek’s staff of eight technology specialists will join Upstack’s support team, the company said. Christopher Trapp, founder and CEO, Upstack, commented: “ChaseTek has grown into a reputable and respected technology infrastructure advisory firm by filling a void in the market for expert advice paired with managed services. Their model aligns perfectly with our own, and we’re excited to welcome Chris, Michael and team to Upstack.” Christopher Trapp, founder and CEO, Upstack, commented:“ChaseTek has grown into a reputable and respected technology infrastructure advisory firm by filling a void in the market for expert advice paired with managed services. Their model aligns perfectly with our own, and we’re excited to welcome Chris, Michael and team to Upstack.” Chris Wolfe, president, ChaseTek, said:“While our technology solution set has changed, our core value proposition has remained the same. We ensure that provider promises are kept and that clients realize the value of their technology infrastructure from contract signing onward. Our customers will benefit immediately from the support organization Upstack is building, which would be difficult for us to scale to on our own. And we build a high degree of certainty that we can continue delivering for our customers into the future.” Michael Marlowe, vice president, ChaseTek, added:“The future for us as part of Upstack is very exciting. What we can do to help our clients with Upstack’s tools, backing and broadened offering is motivating. We immediately benefit from the depth of resources and capabilities.”

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CHANNEL PARTNERSHIPS

Pixotope Announces New EMEA Partners and Distributors

Pixotope | September 28, 2022

Pixotope, the leader in live augmented reality (AR), extended reality (XR), and virtual production solutions, is continuing to break down barriers to Virtual Production adoption by expanding its network of partners across the EMEA region. This expansion follows the success of major productions for Pixotope, including support of the world's largest esports event, Valve’s Dota 2, 2021, held in Bucharest’s 50,000-capacity stadium, Arena Națională. Alongside Pixotope, new business partners Tangram, Telmaco, Vantec, The Level, Mondatum, Post Logic, Plan Shoot Deliver, Centron, CVP, and BDS will drive market-leading virtual production technology in their respective territories. David Cheng, VP Sales & Marketing (EMEA) at Pixotope, says, "We're delighted to be working with our new partners in the EMEA region. These new partnerships reflect the increased global demand for high-level, virtual production technology throughout EMEA. We’re looking forward to broadening access to Pixotope technology and seeing what clients create next." David Cheng, VP Sales & Marketing (EMEA) at Pixotope, says, "We're delighted to be working with our new partners in the EMEA region. These new partnerships reflect the increased global demand for high-level, virtual production technology throughout EMEA. We’re looking forward to broadening access to Pixotope technology and seeing what clients create next." All the new business partners represent the best talent in their respective regions to support the adoption of Virtual Production. Clients can take additional assurance with the introduction of Pixotope Certified Experts, who have each taken a specialized course and exam, ensuring the best level of support for productions. To support the new business partners, Pixotope has appointed Lisa Schneider as Channel Marketing Manager, to be responsible for the global Pixotope Partner Program. Lisa joins Pixotope from Arvato Systems, where she supported the sales teams and spent several years in the company's Media & Entertainment division, becoming a familiar face at industry events and exhibitions. Lisa says, “I’m looking forward to working with such a prestigious group of partners and leading a program that brings real value to our business partners, enabling them to grow their business as we grow ours and fulfill our mission to make virtual production accessible to all media creators.” New Pixotope EMEA Partners Tangram Solutions - Spain We are a company offering the best audiovisual solutions through the most advanced technologies for more than 18 years. We provide our clients with specialized advice, being experts in the development and optimization of pipelines for Media Entertainment. We are a company that distributes both software and hardware of the first brands in the audiovisual industry, and we are currently leaders in Virtual Production. We are HP Amplifly Power Partner specialized in Workstations Specialist and Autodesk Gold Partner of Media & Entertainment (M&E). We work with film production companies, series, animation, VR, AR, professional schools, and universities. Always being at the forefront of new technologies, providing the sector with new ideas to speed up production. Telmaco - Greece Telmaco S.A. is a leading European AudioVisual and Broadcast Systems Provider and Integrator located in Athens, Greece. The company has been operating very successfully for many years in Greece and Cyprus, with a branch office in Thessaloniki, Northern Greece. In recent years Telmaco has expanded operations internationally and is involved in Turnkey System Integration projects in Northern Europe, the Balkans, the Middle East, Asia, and Africa. VANTeC - Portugal VANTeC provides technology, consulting, integration, training, and support for the media market, optimizing its clients’ resources and offering complete solutions. Founded in 1991, VANTeC has 31 years of experience in the market. VANTeC is part of the Danmon Group*. *The Damon Group works specifically in the broadcast sector, with an international presence in various countries like the UK, Germany, Denmark, Sweden, Norway, Dubai, Jordan, Vietnam, Spain, and Portugal. The Level - UK & IRE Established in 2020 by founder and creative director Kevin Cooney, The LEVEL has worked with some of the biggest names in television sports broadcasting, including F1, FIFA, ITV and Disney, to deliver a truly immersive experience in real-time production. Blurring the lines between animation, virtual and live performances, The LEVEL are creators and innovators and proud to pioneer virtual production solutions and workflows for the broadcast industry. Based in Nottingham in the heart of the midlands, the team have over 20 years’ combined industry experience, which they are now using to take the business to the next level, delivering real-time virtual productions of all shapes and size across the broadcast, media and corporate sectors. Mondatum - UK We are tech innovators, problem solvers, and contract developers. We specialize in on-set virtual production, in-camera visual effects, and real-time visualization. As Unity’s newest tech partner outside games, we are focused on helping organizations to incorporate game engine technology into their creative processes and workflows. Post Logic - France Post Logic distributes a complete range of software and integrated systems for post-production video, film, 3D animation, and broadcast. We are looking for innovative technologies and offer software solutions for the whole of the image processing chain: management of rushes & DI, film restoration, encoding, storage, & special effects compositing, 3D, DCP, and graphic design, as well as hardware systems suitable for the graphics chain: workstations, render farms, secure direct-attached, NAS and SAN storage, networking, monitoring & HD UHD play-out. Plan Shoot Deliver - Czech Republic Plan Shoot Deliver. That's what we do. Founded by Warren Yanish, who has twenty-five years of broadcasting and content creation experience. We bring thousands of hours of live television, sports, documentaries, and corporate & commercial video production experience to the industry. Our focus is innovative solutions for video technologies, Virtual Production, 3D Environment Creation, XR, VR, and AR content creation. Based in Prague, Czech Republic we have worked with clients worldwide to produce amazing projects using Unreal Engine, Twinmotion, Pixotope, Blender, Houdini, 3Dsmax, Sketchup, Revit, and many others in our production pipeline. Contact us for a solution to your next video, broadcast, or film project using Virtual Production. Centron - Slovakia Centron is one of Europe’s leading integrators in the field of supplying professional audiovisual systems and designing, managing, and implementing projects based on audiovisual and communication technologies. Founded in 1991, we have been operating across the Slovak and Czech markets as a distributor, seller, and integrator of professional audio and video technology. CVP - UK & Belgium For over thirty-five years, CVP has been one of the leading Broadcast and Professional video solutions providers, with a comprehensive sales and support infrastructure across the UK and Europe. The company prides itself on maintaining close relationships with key manufacturers such as ARRI, Sony, RED, and Canon, and uses its unrivalled experience to listen to customers, understand their needs, and deliver the right solution with first-class service. CVP offers creative consultation, sales advice, technical service provision, and training. BDS - Italy Broadcast Digital Service was founded in 1994, spanning thirty years of experience in the construction and assembly of audiovisual and commercial directories in multimedia systems, Virtual Studios, Augmented Reality Studios, and Realtime VFX for Film & TV. For over ten years we have expanded our focus on two new sections: Production & Creative Lab. We always work by your side, guaranteeing highly qualified teams, able to develop ideas and content for important audiovisual realities.

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Events