Boost Email Conversions with Automation and Personalization

Apurva Pathak | June 24, 2022 | 225 views | Read Time : 05 min

Automation and Personalization
Personalized, targeted, and timely emails can boost your revenue. It helps marketers reach a broader demographic and enhances their digital marketing strategy. Its average ROI is $36 for every $1 spent (source: Litmus Research) and it remains the most powerful channel for marketing.

Here are six reasons why email marketing comes out on top:
  • Wide Targeting
Helps in targeting a broader demographic
More than 4 billion people use email
  • Timely Delivery
Delivers the message to the audience
90% of emails are delivered to the intended email address (Source: Foresster)
  • More Conversions
Email campaigns drive conversions
4.24% of email recipients buy something (Source: Monetate)
  • Bigger ROI
Gives more return with less investment
Average return of $36 on every $1 spent
  • Added Convenience
Emails are the preferred communication channel
91% Americans want to receive promo emails (Source: Marketing Sherpa)
  • Limitlessly Effective
Emails aren’t owned or controlled by any one entity
61% of customers prefer being contacted by brands through email (Source: Adobe)

Elevate the Effectiveness of Your Email Marketing Campaigns

Connecting with customers based on their needs and pain points is crucial to driving campaign conversions and revenue. You need to send out personalized, targeted emails that can influence your customers and get you the brand engagement you desire. If this process is automated, you can sit back and wait for conversions.

Read on to find out how personalization and marketing automation can increase your revenue through conversions.

Personalize Your Campaign Using Customer Data

Personalization is the new normal in the marketing sphere. Using customer data, create targeted emails with content based on your customer’s unique qualities such as their name, gender, birthday, location, interests, recent purchases, and more. This data is collected through opt-in forms and third-party integrations like your CRM platform or your e-commerce service.

According to a study conducted by Venture Beat, personalized emails have a 2.5 times higher click through rate. They are also 6 times more likely to drive a conversion. Little things like personalized subject lines can do wonders to grab your customer’s attention.

Automate Your Email Marketing Campaigns

You can automate your email marketing campaigns using software like Optinmaster or CampaignMonitor that automatically sends campaigns to your customers and prospects based on your defined rules. Automation ensures no opportunities are missed when connecting with your customers.

Email campaign automation has three steps:
  • Choosing a Trigger
Set triggers based on collected data and customer actions. Common triggers include: a customer joins a list, a customer has an anniversary, or downloads a certain content piece. Whenever a customer completes the trigger action, an email will automatically be sent to them.
  • Setting Rules
You can set up specific rules to automatically message selected customers based on their behavior. For example, once a customer reaches VIP status, brands send them exclusive offers via email. These offers can further be targeted to offer the customer a discount on a pre-defined spending amount.
  • Creating Content
Fine tune your content based on your triggers and rules. You need to do this only once for your customers to automatically get the content that will lead to a purchase. Marketing automation reduces repetitive tasks and human error and enhances your targeting and customer experience.


Wrapping It Up

Personalization and marketing automation offer customers just what they want and make them feel special. They increase brand awareness, customer retention rate, and overall customer experience - all factors that lead to an increase in revenue.

Spotlight

Excite Digital Media

Excite Digital Media is an innovative and cutting edge company that has been trail blazing the world of display advertising since their launch in 2007. Founded on the vision that no goal is too ambitious, Excite Digital Media has made their mark as a premium leader and global provider of innovative and robust online display solutions, by serving the most relevant ads to the right people at the right time. Leverage Excite Digital Media’s leading quality search network, which consists of thousands of local and international search engine sites and portals and partnerships with many NASDAQ-listed companies including Yahoo! Search Marketing, ASK.com, MSN-Bing and other market leading providers. We ensure that the sites we work with are of the highest quality, thus ensuring a safe environment for every ad we display. We stand behind our industry leading processes and technology and guarantee that any online advertising only runs on ‘brand safe’ inventory.

OTHER ARTICLES
MARTECH

Fundamentals of Distribution Marketing

Article | September 22, 2022

Are you looking to expand into new markets, boost your sales pipeline, and increase conversions? Whatever your business growth objectives are, a distribution partnership is your answer to all of them. Why are distributors becoming a vital component of business expansion strategies and what is the importance of distribution in marketing? Let us take a look. Distribution Marketing Channels: Achieving More with Distribution Partners The process of making a product or service available to a consumer through a direct channel such as a manufacturer or an indirect channel such as a distributor constitutes a distribution marketing strategy. B2B marketers decide on which type of distributor channel they want to use based on their product and the revenue targets they have in mind. Global suppliers have eroded margins and created an explosion of products catering to even the tiniest market niches. They have disrupted local markets. Consequently, sophisticated logistical systems have been developed to shorten delivery times. Businesses have expanded their distribution network to get closer to their B2B clients. The following statistic says a lot about why B2B businesses are keen to embrace distribution marketing and develop their indirect distribution network. 75% of the world’s commerce is transacted indirectly, meaning goods are sold through distribution channels. (Source: Forrester) In this article, we will be focusing on distribution partners, as channels of distribution marketing, and how they are creating a foundation for businesses like yours to expand and grow while helping you bring your products to your target customers. Distribution Marketing Strategy: Types of Strategies & Things to Consider B2B businesses embrace a new channel of distribution marketing or improve their existing one based on their marketing and management requirements. You can consider going down the same road if you have a new customer segment in mind, are planning to release a new product or want to aggressively grow your revenue. Here are the broad types of distribution in marketing: Direct channel: A direct sales channel is any company or manufacturer that creates its product and sells it directly to customers without the involvement of third parties or intermediaries. The product is sold through a shop, online channels, door-to-door or through any other method. Indirect channel: An indirect sales channel is comprised of—distributors, wholesalers, retailers, and VARs (value-added resellers)—who sell products made by other companies. At times, there may be more than one middleman between the consumer and the product’s producer. Apart from these two main strategies, there are other specialized strategies that fall under these categories, like exclusive distribution, intensive distribution, selective distribution, dual distribution, and reverse distribution. Of these strategies, manufacturers use the product distribution strategy that suits their product and revenue goals the most. Consider the following factors when planning your distribution strategy in marketing: The Type of Product You Sell Your distribution channel marketing strategy should depend on the type of product. Purchase decisions that customers make are classified into three types: routine, limited, and extensive, based on the number of times businesses buy a product, its cost, and the time taken by the customer to make a purchase decision. Capitalize on this information and decide on the strategy that will work best to position your product. Customer Base Based on the types of purchase methods that your target demographic may use, where they make their purchase decisions, and what kind of technology influences them, you need to choose your distributor. Ensuring that your customer base gets access to your product based on its preference is crucial to attracting customers to make a purchase. Logistics and Transportation Whether you sell a software product to streamline business processes or spare parts that automobile businesses require, your product needs to reach your end user safely and on time from locations where your distributor stores it. Understanding a prospective distributor’s logistics and transportation capabilities should be a priority while finalizing a distribution strategy in marketing. Focus on cost-saving and increasing revenue while choosing your distributor. A Strong Game Plan & Bigger Market Reach with Distribution Partners Product, place, price, and promotion are the four Ps of marketing. A B2B company cannot successfully sell its product or service unless it determines its four Ps. This is where distribution comes in. It is the ‘place’ part of every marketing strategy. Distributors are channel partners who are experts at getting your products into as many markets as possible as quickly as possible so that they can be used by end customers. There are tactical and logical advantages to having a strong distribution partner network. Let us explore them in brief. You Can Focus on Your Expertise Your expertise lies in creating the product. Setting up a sales system to facilitate end customers doesn’t categorically fit your skillset. With the help of a good distribution partner, you can limit your sales risk and use your time and resources to make your manufacturing processes and techniques more efficient. Streamline Market Expansion Selling to a new geographical market with the help of a distribution channel partner who has an established retail network can instantly get you more leads and boost your sales. Especially when entering a new international market, you can trust your distribution partner to take care of international trade law compliance, shipping and customs laws, and the culture of the new market. Limited Involvement in Customer Service Distribution marketing reduces your involvement and investment in customer service considerably. All you need to do is be in touch with your distributor partner. You don’t have to think about exercising administrative duties and investing in operations because your distributor will be your face while dealing with end customers. Distribution Partners Fire-up Your GTM Strategy In your go-to-market strategy (GTM), your distribution partners can market your product to large numbers of geographically dispersed customers. Distributors, especially VARs customize your product and complement it with prompt support and specialist services. Here’s how you can go-to-market confidently with the help of distribution partners: After you segment your target market into customers and prospects, identify which of these segments you can reach with the help of distributors. They can utilize their customer base to get you sales in territories with good sales potential. Distributors with experience can cover the market sectors you want to target. Choose distributors who do not market products that compete with yours. To get the most out of the channel partnership, describe the market opportunities for the distributors and talk to them about what you expect and what you need from them. Decide on whether you want to share marketing rights with distributors. Create solid and binding commercial terms such as stock levels, discounts, selling prices, and marketing support beforehand so the distributors are motivated to give their best to sell your product. Distributors develop sales and marketing plans, provide support in the form of marketing collateral, funds, or marketing campaigns. To support their efforts, run marketing campaigns that target your customers and promote your distributor network. Communicate the advantages of buying from your authorized distributors so that you can create and maintain sales leads for your entire distributor network to make your GTM a success. Distribution Management: Refining Distribution Partner Performance Just as it is important to set up a distribution network, it is also important to manage it, optimize it through consistent efforts, and make sure it is a smooth-functioning ecosystem. Managing distribution businesses can empower your distribution teams to manage distributors and the way they sell your product. They can also enable partners to do more for the sales. Distribution management can be streamlined using a distribution management system (DMS). With the help of the following features, this platform helps you run your distribution network well: Partner Recruitment Easily deploy partner recruitment campaigns through single or multiple distributors. Target specific groups of partners through these campaigns to get them involved. Partner Onboarding Help your distribution partners bring on channel partners for short-term channel programs with high returns and low costs. Partner Training Enhance partner competency and development using partner training through the DMS system. Pipeline Management Keep track of how each distributor contributes to your pipeline growth and engage with distributors to increase revenue. Partner Enablement Use your distribution partners to drive multi-partner demand generation activities with co-branded content that your channel marketing teams create. Partner Incentives Deploy partner incentives to motivate distributors and partners they manage. Review their performance and approve their claims. Performance Optimization Get insights into how distribution partners are selling through business analytics and reports so you can accelerate sales, and in turn, boost your revenue. When you use a good distribution management system, you can manage multiple stakeholders, including resellers, distributors, and partners, along with your internal marketing, sales, and finance teams. Your distribution teams can look at sales through distributors and forecast future performance and partner pipelines. They can also use the system to run different programs and campaigns to meet the changing needs of their business. A U.S. Manufacturer Uses ZINFI Platform for Efficient and Effective Channel Marketing VERSATEX, a PVC building products manufacturer, used ZINFI’s partner portal to streamline its marketing so its partners could be more engaged. "We are using the ZINFI portal as our VERSATEX CRM, and it's been working out amazingly. We can track how the salespeople in the field are selling and quickly determine what's working and what's not," said Cassidy Huff, Channel Marketer at VERSATEX. Summing it Up A distribution strategy can revolutionize the way you sell your product in different markets. With the correct distribution channel and strategy, your product can reach your buyer considerably more quickly and help you achieve your revenue goals. FAQ What is a distribution channel? A distribution channel is a network of intermediaries like distributors, wholesalers, retailers, manufacturers, and VARs that a company uses to get its product to its end user. What is the impact of distribution management on business? Efficiently managing distribution partners boosts company sales and profitability as it helps businesses streamline how fast and efficiently they distribute their products in the market. What is the difference between direct and indirect distribution channels? In a direct distribution channel, a company allows its manufacturer or service provider to deal directly with the end customer, whereas in an indirect distribution channel, a company relies on a network of distributors, wholesalers, and retailers to sell its products.

Read More
MARTECH

Kentucky Teen Once Subject of Viral Video Warns Republicans of 'Outrage Mob'

Article | November 20, 2021

A Kentucky teen who became the subject of a viral video after an incident during a class field trip to Washington, D.C., warned viewers of the Republican National Convention Tuesday of an "outrage mob" that threatens to silence conservative viewpoints. After Nick Sandmann attended the March for Life anti-abortion rally with his former classmates from Covington Catholic High School in January 2019, a cellphone video of a close, face-to-face interaction between the students and a Native American demonstrator spread quickly online.

Read More
MARTECH

How Community Coalitions Are Bridging the Digital Divide

Article | July 8, 2022

Across the country, local networks known as Education Innovation Clusters (EdClusters) are bringing together partners and resources to meet urgent needs and envision a new future for teaching and learning. Many of these efforts are rooted in long-standing partnerships across sectors and institutions. As COVID-19 disrupted the lives of students, educators, and families earlier this year, EdClusters sprang into action, leveraging their capacity and reach in ways their networks were uniquely ready to do. Their collective efforts are meeting a range of needs—from internet access to devices to social-emotional supports. As schools prepare for uncertain and complex reopenings, we turn to Kansas City and Rhode Island for powerful examples of community in action.

Read More

How Educators Kept Students on Track During Remote Learning

Article | August 21, 2020

This spring, COVID-19 led administrators across the country to close school buildings and support students learning from home. We asked three educators about how they handled this disruption and found creative solutions to keep students motivated and engaged using the online literacy program, Reading Plus. We looked at what we had at our disposal that would help with reading, the overall environment, and engagement. In the past, we used Reading Plus as an intervention. We considered how we could utilize it with more students during distance learning.

Read More

Spotlight

Excite Digital Media

Excite Digital Media is an innovative and cutting edge company that has been trail blazing the world of display advertising since their launch in 2007. Founded on the vision that no goal is too ambitious, Excite Digital Media has made their mark as a premium leader and global provider of innovative and robust online display solutions, by serving the most relevant ads to the right people at the right time. Leverage Excite Digital Media’s leading quality search network, which consists of thousands of local and international search engine sites and portals and partnerships with many NASDAQ-listed companies including Yahoo! Search Marketing, ASK.com, MSN-Bing and other market leading providers. We ensure that the sites we work with are of the highest quality, thus ensuring a safe environment for every ad we display. We stand behind our industry leading processes and technology and guarantee that any online advertising only runs on ‘brand safe’ inventory.

Related News

MARTECH

ISG to Publish Report on Salesforce Partner Ecosystem

ISG | November 10, 2022

Information Services Group (ISG) (Nasdaq: III), a leading global technology research and advisory firm, has launched a research study examining providers of services to enterprises using or newly adopting Salesforce cloud-based applications. The study results will be published in a comprehensive ISG Provider Lens™ report, called Salesforce Ecosystem Partners 2023, scheduled to be released in March 2023. The report will cover companies offering Salesforce implementation and managed application services for large and midsize enterprises, including support for multi-cloud environments and for extensive automation of marketing functions. Enterprise buyers will be able to use information from the report to evaluate their current vendor relationships, potential new engagements and available offerings, while ISG advisors use the information to recommend providers to the firm’s buy-side clients. Salesforce adoption has grown steadily in recent years as enterprises have found that Salesforce applications are often easy to implement even without significant involvement by IT departments. In some cases, this ease of use has led to scattered application landscapes in which different sales teams implemented their own Salesforce tools. Amid the overall trend toward cloud-based applications, Salesforce has replaced older customer relationship management (CRM) applications, some of which were custom-built, in many organizations. “Salesforce fulfills the sales and marketing needs of a wide range of enterprises,” said Jan Erik Aase, partner and global leader, ISG Provider Lens Research. “Salesforce fulfills the sales and marketing needs of a wide range of enterprises,” said Jan Erik Aase, partner and global leader, ISG Provider Lens Research. “Those that need an outside partner to address the complexity of building and running their Salesforce implementation can rely on a robust ecosystem of providers.” ISG has distributed surveys to approximately 200 Salesforce service providers. Working in collaboration with ISG’s global advisors, the research team will produce six quadrants representing services that typical Salesforce customers are buying, based on ISG’s experience working with its clients. The six quadrants are: Multicloud Implementation and Integration Services for Large Enterprises, evaluating providers of services for implementing Salesforce applications and integrating them into the complex technology landscapes of large, usually global organizations. Implementation Services for Core Clouds Midmarket, assessing providers that specialize in implementing Salesforce Sales Cloud, Service Cloud, Commerce Cloud and Community Cloud at small and midsize enterprises, where integration requirements typically are low. Implementation Services for Marketing Automation Midmarket, covering specialists in implementing Salesforce Marketing Cloud where there is a limited need for real-time integration, usually in small and midsize organizations. Managed Application Services for Large Enterprises, evaluating providers of maintenance and support functions, including monitoring, remote support and centralized management of Salesforce applications, typically for clients with complex application landscapes that include solutions from many software vendors. Managed Application Services for Midmarket, assessing providers of maintenance and support services for midmarket clients, which in most cases have lower integration requirements and a more regional focus. Implementation Services for Industry Clouds, covering providers that focus on implementing Salesforce industry cloud products such as Financial Services Cloud and Health Cloud, often using industry-specific skills and accelerators. Geographically focused reports from the study will cover the global Salesforce services market and examine products and services available in the U.S., Germany, Brazil, France and the U.K. ISG analysts Rainer Suletzki, Marcio Tabach, Rodrigo Barreto, Gabriel Sobanski, Mauricio Ohtani, Reza Sarwari and Puranjeet Kumar will serve as authors of the report. A list of identified providers and vendors and further details on the study are available in this digital brochure. Companies not listed as Salesforce service providers can contact ISG and ask to be included in the study. All 2023 ISG Provider Lens™ evaluations feature new and expanded customer experience (CX) data that measures actual enterprise experience with specific provider services and solutions, based on ISG’s continuous CX research. Enterprise customers wishing to share their experience about a specific provider or vendor are encouraged to register here to receive a personalized survey URL. Participants will receive a copy of this report in return for their feedback. About ISG Provider Lens™ Research The ISG Provider Lens™ Quadrant research series is the only service provider evaluation of its kind to combine empirical, data-driven research and market analysis with the real-world experience and observations of ISG's global advisory team. Enterprises will find a wealth of detailed data and market analysis to help guide their selection of appropriate sourcing partners, while ISG advisors use the reports to validate their own market knowledge and make recommendations to ISG's enterprise clients. The research currently covers providers offering their services globally, across Europe, as well as in the U.S., Canada, Brazil, the U.K., France, Benelux, Germany, Switzerland, the Nordics, Australia and Singapore/Malaysia, with additional markets to be added in the future. For more information about ISG Provider Lens research, please visit this webpage. A companion research series, the ISG Provider Lens Archetype reports, offer a first-of-its-kind evaluation of providers from the perspective of specific buyer types. About ISG ISG (Information Services Group) (Nasdaq: III) is a leading global technology research and advisory firm. A trusted business partner to more than 800 clients, including more than 75 of the world’s top 100 enterprises, ISG is committed to helping corporations, public sector organizations, and service and technology providers achieve operational excellence and faster growth. The firm specializes in digital transformation services, including automation, cloud and data analytics; sourcing advisory; managed governance and risk services; network carrier services; strategy and operations design; change management; market intelligence and technology research and analysis. Founded in 2006, and based in Stamford, Conn., ISG employs more than 1,300 digital-ready professionals operating in more than 20 countries—a global team known for its innovative thinking, market influence, deep industry and technology expertise, and world-class research and analytical capabilities based on the industry’s most comprehensive marketplace data. For more information, visit www.isg-one.com.

Read More

CHANNEL PARTNERSHIPS

Verizon Channel hosts Partner Advisory Council at Boston Innovation Hub

Verizon | December 05, 2022

Today, Verizon hosts its 2022 Partner Advisory Council (PAC) meeting, giving partners a unique opportunity to collaborate and unlock new program opportunities, while continuing to provide best in class service to customers. Verizon is bringing members of its PAC together, including value-added distributors, mobility co-sellers, wireless business agents, and wireline business agents, to set strategic plans for 2023. Partner feedback will be a critical component of the sessions which will focus on discussing program evolution and enhancements. Partners will have the opportunity to tour the Verizon 5G Boston Innovation Center and view tangible examples of 5G-powered technologies. “This is the first time that our channel partners across the entire channel program landscape will be coming together in person to collaborate, set strategic 2023 plans and drive evolution across all our partner programs." “This is the first time that our channel partners across the entire channel program landscape will be coming together in person to collaborate, set strategic 2023 plans and drive evolution across all our partner programs. We are excited to work together to engage in thoughtful and productive conversations that will empower our channel partners to win in 2023,” said Mike Caralis, Verizon Vice President of Business Markets. PAC attendees will also have an opportunity to take part in a group volunteer activity in honor of Giving Tuesday. Each volunteer will build lifesaving paracord bracelets and military care kits for Operation Gratitude, a Verizon non-profit partner, while learning about their impact and mission. Attendees include leadership from Verizon’s top channel partners, sales and operations teams. Verizon’s channel program has received a 5-star rating from CRN in 2022 and continues to be an industry leader in the channel. Verizon Communications Inc. (NYSE, Nasdaq: VZ) was formed on June 30, 2000 and is one of the world’s leading providers of technology and communications services. Headquartered in New York City and with a presence around the world, Verizon generated revenues of $133.6 billion in 2021. The company offers data, video and voice services and solutions on its award-winning networks and platforms, delivering on customers’ demand for mobility, reliable network connectivity, security and control.

Read More

MARTECH

Tufin Appoints e92plus as a UK Distributor to Support Channel Growth

Tufin | November 17, 2022

Tufin®, the leader in network security policy management, today announced it has appointed e92plus to build its channel presence in the UK. e92plus is a leading UK cybersecurity distributor working with more than 1,200 VARs, MSPs, SIs and CSPs. It is credited with having launched some of the biggest names in cybersecurity and has transformed distribution - especially around cloud security and managed services. As a channel-first provider, Tufin is experiencing significant growth, driven by increased demand for policy-based support to manage network complexity, as enterprises navigate the challenges of cloud growth, cloud migration and hybrid infrastructures. Tufin selected e92plus for its specialist security focus, its large ecosystem of partners, and its track record in building out new sales opportunities for vendor partners in the UK. Nick Lowe, VP Sales Europe for Tufin, said:“Our aim is to focus on investing in the channel to expand and support further growth. This partnership is a big step in the next stage of growth for Tufin and will help us to build new opportunities with a wide network of channel partners. We chose e92plus because it’s a security-first organisation and one of the most innovative distributors in the marketplace. It has a wide reach within the systems integration markets and its technical expertise and excellence is fully aligned with our own aims to develop mutual pipelines, with logo acquisitions in areas that we don’t currently see coverage. Our channel partners focus on Tufin being a game-changer for complex enterprises and e92plus will help us reach further and wider - particularly in its UK market - enabling us to support our channel partners throughout the whole sales cycle.” Mukesh Gupta, e92plus CEO and co-founder, said: “As the challenge to combat cyber threats grows, so does the complexity of the networks and cloud infrastructures that organisations are defending." Mukesh Gupta, e92plus CEO and co-founder, said:“As the challenge to combat cyber threats grows, so does the complexity of the networks and cloud infrastructures that organisations are defending. We see huge opportunities in simplifying the management of those cybersecurity policies, and Tufin is a perfect fit. Their channel-first approach resonates with our partner community, and their approach to automation and agility helps our partners demonstrate tangible ROI and benefits while delivering their own technical services.” Tufin currently boasts the broadest integration across the security and networking ecosystems. The company’s latest release, TOS R22-1, includes expanded Microsoft® Azure native firewall integration, CI/CD integration for continuous compliance enforcement, as well as added support for Check Point® Inline Layers and Palo Alto Networks® Panorama™. About Tufin Tufin is the leader in network security policy management. The platform centralizes, automates and orchestrates network and cloud access for many of the largest organizations in the world. Over 2,900 enterprises have trusted Tufin to implement accurate network changes in minutes instead of days, accelerate secure application deployments, and virtually eliminate manual tasks. A vendor-agnostic solution designed to integrate network and cloud security processes, Tufin is the answer to balancing security and business agility. Find out more at www.tufin.com. About e92plus For e92plus, it’s all about being channel-first. Since we started over 30 years ago, we’ve been dedicated to empowering our partners and helping them accelerate their business growth. We’re now the UK’s biggest dedicated cybersecurity VAD. For our reseller partners, our expertise in cybersecurity has helped them protect thousands of organisations across the UK, with our in-house teams supporting our channel community every step of the way. With a portfolio that includes the most exciting, innovative and disruptive technology in cybersecurity – from market leaders to start-ups, we’re committed to delivering outstanding value to our thousands of customers with a channel-first approach. We’re also helping our partners build their managed services practices, and embrace the cloud marketplace revolution through our dedicated e92msp and e92cloud divisions. Learn more at www.e92plus.com.

Read More

MARTECH

ISG to Publish Report on Salesforce Partner Ecosystem

ISG | November 10, 2022

Information Services Group (ISG) (Nasdaq: III), a leading global technology research and advisory firm, has launched a research study examining providers of services to enterprises using or newly adopting Salesforce cloud-based applications. The study results will be published in a comprehensive ISG Provider Lens™ report, called Salesforce Ecosystem Partners 2023, scheduled to be released in March 2023. The report will cover companies offering Salesforce implementation and managed application services for large and midsize enterprises, including support for multi-cloud environments and for extensive automation of marketing functions. Enterprise buyers will be able to use information from the report to evaluate their current vendor relationships, potential new engagements and available offerings, while ISG advisors use the information to recommend providers to the firm’s buy-side clients. Salesforce adoption has grown steadily in recent years as enterprises have found that Salesforce applications are often easy to implement even without significant involvement by IT departments. In some cases, this ease of use has led to scattered application landscapes in which different sales teams implemented their own Salesforce tools. Amid the overall trend toward cloud-based applications, Salesforce has replaced older customer relationship management (CRM) applications, some of which were custom-built, in many organizations. “Salesforce fulfills the sales and marketing needs of a wide range of enterprises,” said Jan Erik Aase, partner and global leader, ISG Provider Lens Research. “Salesforce fulfills the sales and marketing needs of a wide range of enterprises,” said Jan Erik Aase, partner and global leader, ISG Provider Lens Research. “Those that need an outside partner to address the complexity of building and running their Salesforce implementation can rely on a robust ecosystem of providers.” ISG has distributed surveys to approximately 200 Salesforce service providers. Working in collaboration with ISG’s global advisors, the research team will produce six quadrants representing services that typical Salesforce customers are buying, based on ISG’s experience working with its clients. The six quadrants are: Multicloud Implementation and Integration Services for Large Enterprises, evaluating providers of services for implementing Salesforce applications and integrating them into the complex technology landscapes of large, usually global organizations. Implementation Services for Core Clouds Midmarket, assessing providers that specialize in implementing Salesforce Sales Cloud, Service Cloud, Commerce Cloud and Community Cloud at small and midsize enterprises, where integration requirements typically are low. Implementation Services for Marketing Automation Midmarket, covering specialists in implementing Salesforce Marketing Cloud where there is a limited need for real-time integration, usually in small and midsize organizations. Managed Application Services for Large Enterprises, evaluating providers of maintenance and support functions, including monitoring, remote support and centralized management of Salesforce applications, typically for clients with complex application landscapes that include solutions from many software vendors. Managed Application Services for Midmarket, assessing providers of maintenance and support services for midmarket clients, which in most cases have lower integration requirements and a more regional focus. Implementation Services for Industry Clouds, covering providers that focus on implementing Salesforce industry cloud products such as Financial Services Cloud and Health Cloud, often using industry-specific skills and accelerators. Geographically focused reports from the study will cover the global Salesforce services market and examine products and services available in the U.S., Germany, Brazil, France and the U.K. ISG analysts Rainer Suletzki, Marcio Tabach, Rodrigo Barreto, Gabriel Sobanski, Mauricio Ohtani, Reza Sarwari and Puranjeet Kumar will serve as authors of the report. A list of identified providers and vendors and further details on the study are available in this digital brochure. Companies not listed as Salesforce service providers can contact ISG and ask to be included in the study. All 2023 ISG Provider Lens™ evaluations feature new and expanded customer experience (CX) data that measures actual enterprise experience with specific provider services and solutions, based on ISG’s continuous CX research. Enterprise customers wishing to share their experience about a specific provider or vendor are encouraged to register here to receive a personalized survey URL. Participants will receive a copy of this report in return for their feedback. About ISG Provider Lens™ Research The ISG Provider Lens™ Quadrant research series is the only service provider evaluation of its kind to combine empirical, data-driven research and market analysis with the real-world experience and observations of ISG's global advisory team. Enterprises will find a wealth of detailed data and market analysis to help guide their selection of appropriate sourcing partners, while ISG advisors use the reports to validate their own market knowledge and make recommendations to ISG's enterprise clients. The research currently covers providers offering their services globally, across Europe, as well as in the U.S., Canada, Brazil, the U.K., France, Benelux, Germany, Switzerland, the Nordics, Australia and Singapore/Malaysia, with additional markets to be added in the future. For more information about ISG Provider Lens research, please visit this webpage. A companion research series, the ISG Provider Lens Archetype reports, offer a first-of-its-kind evaluation of providers from the perspective of specific buyer types. About ISG ISG (Information Services Group) (Nasdaq: III) is a leading global technology research and advisory firm. A trusted business partner to more than 800 clients, including more than 75 of the world’s top 100 enterprises, ISG is committed to helping corporations, public sector organizations, and service and technology providers achieve operational excellence and faster growth. The firm specializes in digital transformation services, including automation, cloud and data analytics; sourcing advisory; managed governance and risk services; network carrier services; strategy and operations design; change management; market intelligence and technology research and analysis. Founded in 2006, and based in Stamford, Conn., ISG employs more than 1,300 digital-ready professionals operating in more than 20 countries—a global team known for its innovative thinking, market influence, deep industry and technology expertise, and world-class research and analytical capabilities based on the industry’s most comprehensive marketplace data. For more information, visit www.isg-one.com.

Read More

CHANNEL PARTNERSHIPS

Verizon Channel hosts Partner Advisory Council at Boston Innovation Hub

Verizon | December 05, 2022

Today, Verizon hosts its 2022 Partner Advisory Council (PAC) meeting, giving partners a unique opportunity to collaborate and unlock new program opportunities, while continuing to provide best in class service to customers. Verizon is bringing members of its PAC together, including value-added distributors, mobility co-sellers, wireless business agents, and wireline business agents, to set strategic plans for 2023. Partner feedback will be a critical component of the sessions which will focus on discussing program evolution and enhancements. Partners will have the opportunity to tour the Verizon 5G Boston Innovation Center and view tangible examples of 5G-powered technologies. “This is the first time that our channel partners across the entire channel program landscape will be coming together in person to collaborate, set strategic 2023 plans and drive evolution across all our partner programs." “This is the first time that our channel partners across the entire channel program landscape will be coming together in person to collaborate, set strategic 2023 plans and drive evolution across all our partner programs. We are excited to work together to engage in thoughtful and productive conversations that will empower our channel partners to win in 2023,” said Mike Caralis, Verizon Vice President of Business Markets. PAC attendees will also have an opportunity to take part in a group volunteer activity in honor of Giving Tuesday. Each volunteer will build lifesaving paracord bracelets and military care kits for Operation Gratitude, a Verizon non-profit partner, while learning about their impact and mission. Attendees include leadership from Verizon’s top channel partners, sales and operations teams. Verizon’s channel program has received a 5-star rating from CRN in 2022 and continues to be an industry leader in the channel. Verizon Communications Inc. (NYSE, Nasdaq: VZ) was formed on June 30, 2000 and is one of the world’s leading providers of technology and communications services. Headquartered in New York City and with a presence around the world, Verizon generated revenues of $133.6 billion in 2021. The company offers data, video and voice services and solutions on its award-winning networks and platforms, delivering on customers’ demand for mobility, reliable network connectivity, security and control.

Read More

MARTECH

Tufin Appoints e92plus as a UK Distributor to Support Channel Growth

Tufin | November 17, 2022

Tufin®, the leader in network security policy management, today announced it has appointed e92plus to build its channel presence in the UK. e92plus is a leading UK cybersecurity distributor working with more than 1,200 VARs, MSPs, SIs and CSPs. It is credited with having launched some of the biggest names in cybersecurity and has transformed distribution - especially around cloud security and managed services. As a channel-first provider, Tufin is experiencing significant growth, driven by increased demand for policy-based support to manage network complexity, as enterprises navigate the challenges of cloud growth, cloud migration and hybrid infrastructures. Tufin selected e92plus for its specialist security focus, its large ecosystem of partners, and its track record in building out new sales opportunities for vendor partners in the UK. Nick Lowe, VP Sales Europe for Tufin, said:“Our aim is to focus on investing in the channel to expand and support further growth. This partnership is a big step in the next stage of growth for Tufin and will help us to build new opportunities with a wide network of channel partners. We chose e92plus because it’s a security-first organisation and one of the most innovative distributors in the marketplace. It has a wide reach within the systems integration markets and its technical expertise and excellence is fully aligned with our own aims to develop mutual pipelines, with logo acquisitions in areas that we don’t currently see coverage. Our channel partners focus on Tufin being a game-changer for complex enterprises and e92plus will help us reach further and wider - particularly in its UK market - enabling us to support our channel partners throughout the whole sales cycle.” Mukesh Gupta, e92plus CEO and co-founder, said: “As the challenge to combat cyber threats grows, so does the complexity of the networks and cloud infrastructures that organisations are defending." Mukesh Gupta, e92plus CEO and co-founder, said:“As the challenge to combat cyber threats grows, so does the complexity of the networks and cloud infrastructures that organisations are defending. We see huge opportunities in simplifying the management of those cybersecurity policies, and Tufin is a perfect fit. Their channel-first approach resonates with our partner community, and their approach to automation and agility helps our partners demonstrate tangible ROI and benefits while delivering their own technical services.” Tufin currently boasts the broadest integration across the security and networking ecosystems. The company’s latest release, TOS R22-1, includes expanded Microsoft® Azure native firewall integration, CI/CD integration for continuous compliance enforcement, as well as added support for Check Point® Inline Layers and Palo Alto Networks® Panorama™. About Tufin Tufin is the leader in network security policy management. The platform centralizes, automates and orchestrates network and cloud access for many of the largest organizations in the world. Over 2,900 enterprises have trusted Tufin to implement accurate network changes in minutes instead of days, accelerate secure application deployments, and virtually eliminate manual tasks. A vendor-agnostic solution designed to integrate network and cloud security processes, Tufin is the answer to balancing security and business agility. Find out more at www.tufin.com. About e92plus For e92plus, it’s all about being channel-first. Since we started over 30 years ago, we’ve been dedicated to empowering our partners and helping them accelerate their business growth. We’re now the UK’s biggest dedicated cybersecurity VAD. For our reseller partners, our expertise in cybersecurity has helped them protect thousands of organisations across the UK, with our in-house teams supporting our channel community every step of the way. With a portfolio that includes the most exciting, innovative and disruptive technology in cybersecurity – from market leaders to start-ups, we’re committed to delivering outstanding value to our thousands of customers with a channel-first approach. We’re also helping our partners build their managed services practices, and embrace the cloud marketplace revolution through our dedicated e92msp and e92cloud divisions. Learn more at www.e92plus.com.

Read More

Events