Marketing Automation 101: Why You Should Invest Now

Marketing Automation 101
You’ve probably heard the term ‘marketing automation’ thrown around a lot, not to mention its big promises of lead generation, increased conversions, sales, and growth - and for good reason! 

Did you know, businesses that use automation have seen a 14% increase in sales and productivity, as well as a 12% reduction in overhead. Clearly, even with the most perfect marketing strategy in place, there’s only so much you can do manually.

Marketing automation technology offers marketers an exciting opportunity for greater efficiency, cost reduction, and enhanced customer experience. But that's not all.

We've put together a marketing automation 101 complete guide for you to learn all you need to know about this useful tool. Let's dive in.

Marketing automation 101

Well, many tasks fall under the umbrella of marketing, such as maintaining customer relationships, understanding customer behavior, pushing potential customers through the sales funnel, generating leads, segmenting leads into lists, and so on. So, simply put, marketing automation makes the life of a marketer easier by automating and streamlining repetitive marketing processes across all channels.

But that’s not even the coolest part about it! Using impeccable algorithms, marketing automation executes the job without losing touch of personalization with customers.

So, if you’ve not already considered jumping into automation, then we’re about to break down why you should. Let’s dive in.

How does marketing automation work?


Marketing automation platforms, such as HubSpot, Marketo, and Mailchimp, enable marketers to set up campaigns that send specific, personalized messages to target audiences. These campaigns complete repetitive tasks and are designed to nurture leads while saving time and effort.

This may seem a little complex, but it’s easier than you might think:

“Marketing automation is all about understanding your audience so you can adapt the way you communicate to them based on their unique buying journey,” said Karra Hendrix, product marketing manager at Act-On.

  • To start, you need to figure out what your macro and micro goals are, as well as what you expect to achieve from your webpages.
  • Then you need to gather the relevant data to help you target your audience, create personalized content and messaging, and overall, deliver the right message at the right time. Note: your campaigns are only as good as your information. So, spend time gathering as much information about your audience as possible.
  • Using your extensive data, set up workflows in the marketing automation platform.

Tell me more about the marketing automation data.

Each time a customer -or potential customer- purchases from you, subscribes to your mailing list, clicks on your ad, downloads a resource, engages with a post, etc. They are providing you with valuable data into their geographics, demographics, psychographics, and behavioral patterns.

Once put together, this data provides you with a visual breakdown of your audience, which can be used to build targeted marketing automation campaigns that guide your customers to take the desired action.

Mix this crucial data with a few bits of information, such as what tags or messages you want to send, which segments of contacts to target, and what circumstances should trigger the automation, and you have yourself a recipe for success.

What can you automate?

In short, almost everything! All stages of the sales funnel can be automated in your marketing automation strategy. Identify your goal, the most repetitive and predictable tasks, and automate them. Here are some great channels to automate:

Email Marketing campaign. The possibilities are endless. Automate a single email to take repetitive tasks off your plate, or set up a drip campaign if there is a series of content you would like to share with targeted customers.

Social media. Scheduling posts is the best use of marketing automation. Rather than logging in every day to post new content, spend a few hours creating a month’s worth of posts, and schedule them in advance. Then all you need to do is monitor and engage with audiences.

Lead generation and nurturing. Customers may not necessarily purchase on their first visit - they may need a little persuasion. As for B2B companies, there are many touchpoints throughout the sales cycle, and you need to be prepared to meet your potential clients in all of them. Not to mention, after they leave the lead of your site. So, this is always a great place to start. And the good news?

77% of marketers saw their conversions increase after switching to automation.

Website. Create dynamic content, which allows your site to automatically personalize itself to the visitor. Use data such as the search terms a visitor used to find you or information that may be relevant to a specific location. Set up A/B testing to guarantee that every interaction with your brand is valuable.

Retargeting ads. Remind customers of your brand and give them a path back to your site. Always remember: people may not purchase the first time they come across your brand. So set up automated retargeted ads as a type of gentle reminder for your brand.

Audiences. Create lists of relevant target audiences based on behaviors such as; those who visited specific pages, clicked on paid ads, attended webinars, clicked on add to cart but didn't purchase, etc.

Customer service. Marketing automation platforms operate their own chatbots that allow you to create conversation scenarios and collect leads. In turn, this provides your support team with a list of identified needs - saving them time and empowering them to address any problems quickly and easily.

Note: you should always optimize any campaigns based on the end goals if you want them to be effective. Therefore, always use call-to-actions, compelling copy and creatives, structure your campaigns for mobile, and most importantly, measure and learn from your results using powerful tools such as Google Analytics, as well as your marketing automation reporting and dashboards. 

How to pick a marketing automation tool?

Marketing automation technology tools come in different shapes and sizes - great! Naturally, what each company needs may differ. So, here are a few attributes you should consider when picking the right platform for your business:
  • Price: first and foremost, pick a tool that falls within your budget. These systems provide a lot of value, so some may have more features than others, some may have usage fees, and some may charge more depending on the number of leads in the system. Be sure to read the pricing page carefully to determine the total costs.
  • CRM: it’s been said before, but we’ll reiterate...sales and marketing go hand-in-hand. CRM is the backbone of marketing automation. Your campaigns work to guide leads down the sales funnel. Therefore, finding a marketing automation platform that will integrate best with your current CRM - if your sales department is already using one - is the best way to go.
  • Consider the platform’s user interface: is it easy to use? Easy to learn? Clear to navigate? The last thing you need is a platform that adds more work to your plate.
  • Features: not all marketing automation platforms offer the same features. So, consider if the features on offer are the ones you need and if the system can integrate with any existing technologies you have.
  • Customer support: when jumping on a new system, there may be some issues that arise - so having technical support and learning resources available is always the way to go. But, keep in mind, that the amount of support will differ from platform to platform. Ask yourself: what type of support is available? How long do you need to wait for an answer? Do they have other learning resources?
  • Statistics. Success always lies in the numbers. Only invest in software with powerful analytics dashboards. These dashboards should help you visualize traffic, provide you with data on conversions, provide you with real-time reports, and enable you to dig deep into other performance metrics, such as lead sources.

Spotlight

Resource/Ammirati, An IBM Company

Founded in 1981 with Apple as its first client, Resource/Ammirati is known for digital experience innovation and a rich tradition of thought leadership, including The OPEN Brand, which provided marketers a playbook for navigating the “always on,” technology-inspired and consumer-driven OPEN era. IBM iX acquired Resource/Ammirati in February 2016 as part of a collaborative mission to use creativity and technology to make anything possible for clients.

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SAP BusinessObjects Resellers: Excelling in Today's Marketplace

Article | December 22, 2021

Discover the transformative power of SAP BusinessObjects Solutions through this article. Gain insights into how top SAP BusinessObjects resellers are implementing these innovative solutions. Contents 1. Understanding SAP BusinessObjects 2. How SAP BusinessObjects Fits into the Broader SAP Ecosystem 3. Licensing and Pricing Models 4. Top SAP BusinessObjects Resellers 4.1 Dunn Solutions 4.2 Talan 4.3 Fusion Consulting 4.4 VantagePoint Business Solutions 4.5 CACI Ltd 4.6 Microexcel Inc. 4.7 N'ware Technologies 4.8 Meridian Partners 4.9 GROM Associates 4.10 ExceleratedS2P 5. The Road Ahead for SAP BusinessObjects 1. Understanding SAP BusinessObjects SAP BusinessObjects resellers operate as integral allies in distributing and enhancing the SAP BusinessObjects business intelligence platform. As SAP partners, these resellers do more than just facilitate the sale of SAP BusinessObjects; they add to its worth by offering custom services and functionalities tailored to meet specific client requirements. The primary objective for SAP BusinessObjects resellers is to bolster their clients' financial efficiency and operational productivity. They empower organizations by enabling informed decision-making and intelligent process automation. It serves as a vital resource for IT and data professionals to structure, analyze, and leverage enterprise data, facilitating the deployment of analytics applications to end-users. By supporting a variety of data integration methods, including file uploads and direct database or application connectors, SAP BusinessObjects ensures comprehensive data accessibility. Moreover, collaboration with SAP Business Intelligence consulting firms adds additional layers of support and expertise, offering training and specialized guidance to enhance the platform's implementation and utilization. 2. How SAP BusinessObjects Fits into the Broader SAP Ecosystem The SAP BusinessObjects platform is recognized as a premier business intelligence solution as it significantly enhances organizational data analysis and decision-making processes. It is intricately integrated with SAP's wide range of software and applications, ensuring a smooth flow of data and analytics across various domains, including finance, HR, supply chain, and customer management. This integration with SAP's ERP systems, such as SAP S/4HANA, and cloud solutions, like SAP Cloud Platform, enables comprehensive real-time analytics and insights throughout the organization. Additionally, it improves operational efficiency and supports strategic efforts. Resellers need to understand how SAP BusinessObjects fits within the SAP ecosystem to offer solutions that meet the specific requirements of their clients, whether they're existing SAP users or considering a move toward a digital transformation with SAP. This insight equips SAP BusinessObjects resellers with a unique advantage; it allows them to present a product that stands out for its versatility and efficacy. Such an offering ensures they remain ahead in the competitive market, driving substantial business enhancements for their clientele. SAP's commitment to incorporating advanced technologies such as artificial intelligence and machine learning makes their ecosystem forward-thinking. As a result, SAP BusinessObjects can evolve with the changing demands of businesses. This aspect allows resellers to present a solution that not only addresses current needs but is also prepared for future challenges, positioning it as a crucial tool for businesses aiming to harness data for a competitive advantage. SAP BusinessObjects offers a solution that addresses both present and future business challenges. It becomes an essential choice for companies seeking to advance their data analysis and decision-making capabilities. It also stands out as a pivotal resource for SAP consulting companies, which specialize in maximizing the platform's utility for client success. 3. Licensing and Pricing Models SAP BusinessObjects offers a range of licensing and pricing options designed to provide flexibility and scalability to resellers and their clients. Resellers play a crucial role in guiding their clients through these options, helping them select the most cost-effective and suitable licensing model based on their specific business requirements, usage patterns, and budget constraints. These models include: Subscription-based Licensing This model allows clients to access SAP BusinessObjects on a subscription basis, offering a predictable, ongoing expense rather than a large upfront investment. Subscription licenses typically cover the software itself, updates, and support services, making it an attractive option for businesses looking for comprehensive solutions with regular updates and maintenance. Perpetual Licensing Under the perpetual licensing model, clients make a one-time purchase of the SAP BusinessObjects software. This model may appeal to organizations preferring to capitalize on their software investments and who are looking for long-term usage without the recurring costs associated with subscriptions. However, it's important to note that maintenance and support services may incur additional annual fees. Concurrent Session Licensing This approach allows multiple users to access the software but limits the number of concurrent sessions. It is suitable for organizations where the users need access to the BI tools at different times rather than simultaneously. This model can optimize costs for companies with flexible usage patterns. Named User Licensing In contrast to concurrent licensing, named user licenses are assigned to specific individuals, allowing only those named users to access the software. This model is ideal for businesses with a clear set of users who require consistent access to business intelligence tools. Cloud and On-Premises Options SAP BusinessObjects is available in both cloud and on-premises deployments, allowing resellers to offer solutions that best fit their clients' infrastructure preferences and data governance requirements. The pricing may vary depending on the deployment option chosen, with cloud deployments typically following a subscription model and on-premises deployments offering both subscription and perpetual options. Customization and Add-ons Resellers can further tailor their offerings by including additional services or customizations specific to their client’s needs. This could involve advanced analytics, additional data connectors, or industry-specific modules, which can affect the overall pricing and licensing structure. 4. Top SAP BusinessObjects Resellers Here's a list of leading distributors and value-added resellers (VARs) specializing in the sale and implementation of SAP BusinessObjects software. The best SAP BusinessObjects resellers in 2024, as mentioned below, have demonstrated exceptional expertise, sales performance, and customer service in delivering SAP BusinessObjects solutions. 4.1 Dunn Solutions Dunn Solutions, which has recently become a component of KaarTech, is a consultancy firm with a focus on digital commerce and business transformation. The firm provides services aimed at automating business operations and leveraging analytics for strategic guidance. Its areas of proficiency encompass the design and development of flexible e-commerce solutions, customer data platforms, and the creation of mobile applications. Furthermore, the company possesses an enormous amount of expertise in business analytics and marketing automation. This makes it easy to integrate e-commerce websites and data analytics to forge all-encompassing solutions centered on the customer. Dunn Solutions is dedicated to enhancing the efficiency and precision of client projects through its transformative endeavors. 4.2 Talan Talan, an international consulting group, is dedicated to driving innovation and digital transformation using technology. The organization provides a wide range of services, encompassing management consulting, data and technology, cloud and application services, as well as service centers of excellence. With its proficiency spanning various sectors such as finance, insurance, energy and environment, public sector, telecom, and transportation and logistics, Talan aims to build resilience, improve efficiency, and encourage innovation within organizations. This approach helps businesses to steer through the complexities and dynamic changes of the technology realm. 4.3 Fusion Consulting Fusion Consulting is recognized for its expertise in driving digital transformation across various sectors, including consumer healthcare, pharmaceuticals, and chemicals. The organization emphasizes the integration of specialized industry knowledge with information technology skills, process efficiency, and innovation. As a facilitator in the digital transformation process, Fusion Consulting aims to support its clients by leveraging a combination of commitment, innovative capabilities, and tailored strategies. 4.4 VantagePoint Business Solutions VantagePoint Business Solutions, recognized as a premier gold SAP partner, concentrates its efforts on business planning, analytics, reporting, consolidation, data strategy, and data intelligence. The firm's services are centered on assisting organizations in utilizing SAP applications to convert data into actionable insights, thereby enhancing business performance. It prioritizes the establishment of a cohesive linkage between business processes and corporate planning, employing advanced cloud technology to support the concept of the intelligent enterprise. VantagePoint is distinguished by its capability to interpret numerical data in terms of business implications, aiming to facilitate operational efficiencies and growth for its clients. 4.5 CACI Ltd CACI, with its headquarters located in the United Kingdom, operates as an enterprise that utilizes the collective power of expertise, data, and technology to support the achievements of its clients. The company's portfolio spans a broad spectrum of services, encompassing business intelligence, data management, cybersecurity, and digital transformation. Serving a varied clientele across sectors such as banking, government, and healthcare, among others, CACI is noted for its holistic strategy in addressing intricate business dilemmas through the application of innovative technological solutions. The organization places a significant emphasis on the role of data, integrating it with advanced technology to achieve enhanced business results. 4.6 Microexcel Inc. Microexcel, a subsidiary of New Era Technology, is a firm dedicated to offering solutions for digital transformation. The scope of its services extends across various domains, including consulting on customer experience, operations in marketing, management of change, development of web and mobile applications, and transformation of the workplace. The company emphasizes the architecture and integration of data, strategic management of data, business intelligence and analytics, artificial intelligence, and machine learning alongside a variety of technological and cloud-based solutions. Serving a wide spectrum of industries, Microexcel provides tailored solutions to entities ranging from mid-market to Fortune 100 companies. The firm is acknowledged for its use of data insights, design focused on user experience, and technological advancements to redefine how businesses engage with their clientele. 4.7 N'ware Technologies N'ware Technologies specializes in providing ERP solutions tailored for small to medium-sized enterprises, with a particular focus on SAP Business One. The company offers an extensive array of enhancements and integrated solutions designed to expand the capabilities of SAP Business One. Among these solutions are LISA WMS, a system for managing warehouses, and N'Sight, a tool for business intelligence. N'ware Technologies serves a wide range of industries, demonstrating its ability to adapt to the specific needs of each client. Its commitment to delivering effective ERP solutions is evident through its emphasis on usability and efficiency, making advanced technology accessible to smaller businesses. 4.8 Meridian Partners Meridian Partners is an enterprise that furnishes ERP software and associated services with an emphasis on devising solutions aimed at enhancing the management of organizational resources. The firm is adept in the provision of customized ERP solutions, alongside offering consultancy and support services, predominantly to entities within the public sector. Notably, Meridian Partners possesses a distinguished proficiency in assisting clients to navigate the intricacies associated with the implementation of ERP systems, thereby facilitating organizations to optimize these systems for augmented efficiency and decision-making. 4.9 GROM Associates GROM Associates is recognized in the industry for its consulting services, specifically in the realms of SAP solutions and business process optimization. The firm is dedicated to aiding organizations in the deployment and enhancement of SAP systems, ensuring these systems are in alignment with the organization's business objectives and strategies. Its area of expertise encompasses SAP ERP, SAP S/4HANA, and related technologies, with a focus on crafting solutions that enhance operational efficiency and contribute to business value. 4.10 ExceleratedS2P ExceleratedS2P provides a comprehensive range of consultancy, advisory, and implementation services focused on SAP ERP and SAP Ariba Source-to-Pay solutions. The firm is dedicated to helping organizations fully utilize the capabilities of their ERP and source-to-pay software to increase productivity and effectiveness through the deployment of industry-specific templates and process alignment. ExceleratedS2P distinguishes itself through its profound expertise in SAP technology, a strong commitment to achieving tangible outcomes, and an emphasis on implementing rapid and industry best practices. The company crafts customized solutions to support the transformation of procurement, supply chain, and financial operations. It positions itself as a comprehensive provider of transformation services for a diverse clientele across various sectors. 5. The Road Ahead for SAP BusinessObjects As SAP BusinessObjects moves toward a cloud-based future, it showcases its ongoing importance and adaptability in the business world. The article emphasizes how SAP BusinessObjects continues to grow, embracing new trends like AI, cloud applications, and sustainability, which points to its proactive approach in the BI and analytics field. Such expansion aligns with the current market demands and sets the stage for future data-driven decision-making. For resellers, this evolution presents an invaluable chance to guide and support clients through their digital transformations, making SAP BusinessObjects an integral part of their journey. The combination of SAP's cloud vision and its integration of advanced technologies into BusinessObjects promises a future of greater scalability, flexibility, and efficiency. This ensures that SAP BusinessObjects will remain a vital resource for businesses aiming to master the complexities of today's data-centric world, signaling a promising future for individuals adept at utilizing these developments.

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

Article | January 13, 2022

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.

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How Community Coalitions Are Bridging the Digital Divide

Article | December 18, 2021

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.

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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.

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Spotlight

Resource/Ammirati, An IBM Company

Founded in 1981 with Apple as its first client, Resource/Ammirati is known for digital experience innovation and a rich tradition of thought leadership, including The OPEN Brand, which provided marketers a playbook for navigating the “always on,” technology-inspired and consumer-driven OPEN era. IBM iX acquired Resource/Ammirati in February 2016 as part of a collaborative mission to use creativity and technology to make anything possible for clients.

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PR Newswire | January 25, 2024

HiddenLayer, the leading security provider for artificial intelligence (AI) models and assets, today announced a new partner program to empower enterprises with complete AI protection including rapid threat detection and security across the entire MLOps lifecycle. "Our Channel Partner Program is designed to drive innovation by allowing partners to introduce security for AI to their customers, helping to educate more businesses about a new threat landscape," said Rebecca Cahak, Head of Channel, HiddenLayer. "By leveraging this new offering, partners will ensure margin and deal protection, leverage incentives, access flexible and easy-to-use training tools, demo environments, and proof of value tools to drive success." The Channel Partner Program allows partners to seamlessly onboard while providing predictable, transparent pricing and flexible licensing models, and a first-of-its-kind unobtrusive, automated, scalable Artificial Intelligence Security (AISec) Platform. Partners will be able to educate customers on a new threat landscape and provide the solutions they need to protect their AI, and competitive edge, build stronger relationships, and establish their team as AI leaders for their customers. "The HiddenLayer line of products is an important component in our AI security service offerings," said Matt Keating, Head of AI Security at Booz Allen Hamilton. "We are excited to continue to strengthen our strategic partnership with the HiddenLayer team, furthering our ability for joint strategy and co-solutioning." HiddenLayer aims to optimize its current partner network, enhancing it through streamlined support and collaborative offerings. There will be three tiers for the program, Covert, Concealed, and Clandestine, so customers can work together with HiddenLayer to achieve the best-shared outcome. Each tier includes pricing discounts, free online training for sales, and technical enablement and security for AI marketing partnerships. Concealed includes free on-site training and performance incentive programs for extra financial success. Clandestine includes everything previously mentioned, with the addition of account mapping, executive security research briefings, and more. "By joining HiddenLayer's partner program, we're enabling customers to safeguard against constantly evolving cybersecurity risks," said Rick Echevarria, Vice President and General Manager, Intel Security Center of Excellence. "We are now able to provide a scalable security solution for AI and help more businesses foster the acceleration of safer AI adoption." Additionally, HiddenLayer recently announced that CRN®, a brand of The Channel Company, named HiddenLayer to its 2023 Stellar Startups list. This annual list, previously known as CRN Emerging Vendors, recognizes fast-rising technology manufacturers committed to delivering leading-edge solutions that propel innovation and growth in the IT channel. Learn more about HiddenLayer's Channel Partner Program here. About HiddenLayer HiddenLayer, a Gartner-recognized AI Application Security company, helps enterprises safeguard the machine learning models behind their most important products with a comprehensive security platform. Only HiddenLayer offers turnkey security for AI that does not add unnecessary complexity to models and does not require access to raw data and algorithms. Founded in March of 2022 by experienced security and ML professionals, HiddenLayer is based in Austin, Texas. For additional information, including product updates and the latest research reports, visit www.hiddenlayer.com.

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ServiceNow Unveils Next Wave of Partner Program Transformation with New Specializations

Business Wire | January 24, 2024

ServiceNow (NYSE: NOW), the leading digital workflow company making the world work better for everyone, today unveiled the next wave of partner program transformation with new Specializations. As part of the revamped ServiceNow partner program announced in January 2023, the recently developed Partner Specializations are the next step in the partner program evolution for partners to unlock new revenue opportunities and earn a range of benefits to further grow their practice. Announced today at ServiceNow Partner Kickoff in Las Vegas, partners can obtain three Specializations which include Service Operations, Serve the Customer, and Power the Employee. ServiceNow is on a path to significantly increase the percentage of net new revenue sourced by partners in the coming years by supporting partners who build the ServiceNow platform into the core of their business models. 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Prospective customers will also be able to search partner experts in Partner Finder based on the current Specializations. Unlock new revenue opportunities:Each Specialization addresses a pressing customer need that presents a large, untapped market opportunity and high year-over-year growth. Earn benefits to grow ServiceNow practices:ServiceNow will offer additional benefits for partners to build and grow their business through invitation to the ServiceNow Partner Advisory Council to ensure their needs and counsel are being addressed across the broader ServiceNow ecosystem. Qualifying partners will also have access to ServiceNow co-marketing programs and the ServiceNow Partner Development Fund announced last January. The program is launching with three Specializations, Service Operations, Serve the Customer and Power the Employee, that present large market opportunities with high year-over-year growth and a large total addressable market (TAM). 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PR Newswire | January 12, 2024

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HiddenLayer Launches Channel Partner Program to Secure AI and MLOps Lifecycle

PR Newswire | January 25, 2024

HiddenLayer, the leading security provider for artificial intelligence (AI) models and assets, today announced a new partner program to empower enterprises with complete AI protection including rapid threat detection and security across the entire MLOps lifecycle. "Our Channel Partner Program is designed to drive innovation by allowing partners to introduce security for AI to their customers, helping to educate more businesses about a new threat landscape," said Rebecca Cahak, Head of Channel, HiddenLayer. "By leveraging this new offering, partners will ensure margin and deal protection, leverage incentives, access flexible and easy-to-use training tools, demo environments, and proof of value tools to drive success." The Channel Partner Program allows partners to seamlessly onboard while providing predictable, transparent pricing and flexible licensing models, and a first-of-its-kind unobtrusive, automated, scalable Artificial Intelligence Security (AISec) Platform. Partners will be able to educate customers on a new threat landscape and provide the solutions they need to protect their AI, and competitive edge, build stronger relationships, and establish their team as AI leaders for their customers. "The HiddenLayer line of products is an important component in our AI security service offerings," said Matt Keating, Head of AI Security at Booz Allen Hamilton. "We are excited to continue to strengthen our strategic partnership with the HiddenLayer team, furthering our ability for joint strategy and co-solutioning." HiddenLayer aims to optimize its current partner network, enhancing it through streamlined support and collaborative offerings. There will be three tiers for the program, Covert, Concealed, and Clandestine, so customers can work together with HiddenLayer to achieve the best-shared outcome. Each tier includes pricing discounts, free online training for sales, and technical enablement and security for AI marketing partnerships. Concealed includes free on-site training and performance incentive programs for extra financial success. Clandestine includes everything previously mentioned, with the addition of account mapping, executive security research briefings, and more. "By joining HiddenLayer's partner program, we're enabling customers to safeguard against constantly evolving cybersecurity risks," said Rick Echevarria, Vice President and General Manager, Intel Security Center of Excellence. "We are now able to provide a scalable security solution for AI and help more businesses foster the acceleration of safer AI adoption." Additionally, HiddenLayer recently announced that CRN®, a brand of The Channel Company, named HiddenLayer to its 2023 Stellar Startups list. This annual list, previously known as CRN Emerging Vendors, recognizes fast-rising technology manufacturers committed to delivering leading-edge solutions that propel innovation and growth in the IT channel. Learn more about HiddenLayer's Channel Partner Program here. About HiddenLayer HiddenLayer, a Gartner-recognized AI Application Security company, helps enterprises safeguard the machine learning models behind their most important products with a comprehensive security platform. Only HiddenLayer offers turnkey security for AI that does not add unnecessary complexity to models and does not require access to raw data and algorithms. Founded in March of 2022 by experienced security and ML professionals, HiddenLayer is based in Austin, Texas. For additional information, including product updates and the latest research reports, visit www.hiddenlayer.com.

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Channel Partnerships

ServiceNow Unveils Next Wave of Partner Program Transformation with New Specializations

Business Wire | January 24, 2024

ServiceNow (NYSE: NOW), the leading digital workflow company making the world work better for everyone, today unveiled the next wave of partner program transformation with new Specializations. As part of the revamped ServiceNow partner program announced in January 2023, the recently developed Partner Specializations are the next step in the partner program evolution for partners to unlock new revenue opportunities and earn a range of benefits to further grow their practice. Announced today at ServiceNow Partner Kickoff in Las Vegas, partners can obtain three Specializations which include Service Operations, Serve the Customer, and Power the Employee. ServiceNow is on a path to significantly increase the percentage of net new revenue sourced by partners in the coming years by supporting partners who build the ServiceNow platform into the core of their business models. Partners can acquire the new Specializations by showcasing a combination of product and sales expertise through customer wins and a go-to-market strategy. The new Partner Specializations showcase partners’ unique strengths in the market and encourage innovative ways to continue to grow their ServiceNow practice. “Last year at this time, we made a massive commitment to our partner community by completely transforming our partner program to ensure that partners are front and center in everything we do as a company,” said Erica Volini, senior vice president, global partnerships at ServiceNow. “With the launch of Specializations, our customers can easily identify partners with the best experience and expertise they need to help solve some of their biggest digital transformation challenges.” Obtaining a Specialization will help partners in three critical areas: Differentiate among the ecosystem:Partners will receive badging that will appear across their ServiceNow profiles with increased visibility on the ServiceNow Partner Finder. Prospective customers will also be able to search partner experts in Partner Finder based on the current Specializations. Unlock new revenue opportunities:Each Specialization addresses a pressing customer need that presents a large, untapped market opportunity and high year-over-year growth. Earn benefits to grow ServiceNow practices:ServiceNow will offer additional benefits for partners to build and grow their business through invitation to the ServiceNow Partner Advisory Council to ensure their needs and counsel are being addressed across the broader ServiceNow ecosystem. Qualifying partners will also have access to ServiceNow co-marketing programs and the ServiceNow Partner Development Fund announced last January. The program is launching with three Specializations, Service Operations, Serve the Customer and Power the Employee, that present large market opportunities with high year-over-year growth and a large total addressable market (TAM). All Specializations can be obtained at the regional and global level as well as two levels of achievement for further differentiation. Additional Partner Specializations are expected to be launched in 2024. The three Partner Specializations are expected to be available for partners to obtain starting in ServiceNow’s second quarter of 2024. Many partners have already expressed their feedback on the importance of the ServiceNow Partner Specializations including: Jason Rosenfeld, Senior Vice President at Cask: “ServiceNow’s new Partner Specializations offer an opportunity for Cask to showcase our unique consulting expertise and change management solutions to drive digital transformation across enterprises. Program updates like subsequent badging and product line achievements provide greater reach and visibility with organizations looking for the best partner to meet their specific needs. We believe Specializations and the partner finder are a winning combo for connecting customers with the right support and implementations.” Michael Lombardo, Chief Executive Officer at GlideFast Consulting: “We’re thrilled about the new designations to ServiceNow’s Partner Program. With new Partner Specializations, we can continue expanding our technical consulting services and delivering deep ServiceNow expertise to new markets. We look forward to helping customers find value in the Now Platform.” Michael Vadini, Chief Executive Officer at Infocenter:“Today, organizations are looking for a collaborative partner for support with the adoption and scale of new technologies. ServiceNow’s new Partner Specializations will help Infocenter build industry-specific solutions and accelerate technology for customers and their businesses more quickly. We are excited about the enhanced benefits offered by ServiceNow and the continued focus on partners.” Jon Reynolds, Senior VP Global Alliances & Corp Development at Thirdera, a Cognizant Company:“As our company looks to further expand our work across different industries, we’re focused on differentiating our services and ServiceNow platform expertise. ServiceNow's comprehensive Partner Program provides valued guidance and incentives to improve how we advise, implement and optimize technology for businesses worldwide. ServiceNow sets a standard for what it means to be an innovative partner.” ServiceNow is also launching a brand-new partner channel on LinkedIn. Join the new social community for the latest ServiceNow partner news here. For more information on the ServiceNow Partner Specializations visit here. About ServiceNow ServiceNow (NYSE: NOW) makes the world work better for everyone. Our cloud-based platform and solutions help digitize and unify organizations so that they can find smarter, faster, better ways to make work flow. So employees and customers can be more connected, more innovative, and more agile. And we can all create the future we imagine. The world works with ServiceNow™. For more information, visit: www.servicenow.com.

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Channel Partnerships

Vendavo Drives Strong Growth in 2023 with AI-Powered Product Innovations and Partner Program

PR Newswire | January 12, 2024

Vendavo, the global market leader in B2B pricing, selling and rebate solutions announced a strong 2023 finish today, noting a 12% growth in annual recurring revenue and 43% growth in higher margin recurring services. "As economic uncertainty persisted through 2023, global organizations increased investments in AI-driven technology to drive profitable growth, placing their trust in Vendavo," said Alex Hoff, Chief Product Officer, Vendavo. "While many predict stronger economies in 2024, manufacturers and distributors face a growing demand for agility in pricing, channel incentives, and commercial processes. We take pride in enabling significant revenue and margin growth for our customers." Vendavo's products and services enabled a 1.5% margin increase for customers in 2023 through improved pricing over cost. On average, customers achieved $27 million benefit from price improvement. To offer more features to customers, Vendavo's product investment increased by 21% in 2023. New AI product innovations have set the stage for smarter, more efficient commercial processes for customers. A new AI fueled Price Sensitivity metric was added to Vendavo Deal Price Optimizer, a solution that maximizes revenue and profitability through a better understanding of customers' willingness to pay. AI algorithms allow for more in-depth segmentation and analyses that deliver more precise sales guidance. AI now powers timely pattern detection for Price/Volume/Mix analyses in Vendavo Margin Bridge Analyzer. Ranked a Strong Performer in the 2023 Forrester Wave™ for CPQ, Vendavo Intelligent CPQ now has new pricing capabilities within the solution's agreement's function. Sales teams can incorporate more accurate pricing from the onset for even the most complex quotes. Vendavo Pricepoint, the flagship solution for B2B price management, improved both pricing calculation speed and performance. Vendavo's commitment to growing its partner ecosystem led to a doubling of partner-originated pipeline year over year. Notably, Vendavo's existing partnership with Oracle significantly expanded with the creation of new rebate and channel management incentives and the addition of support staff. In response to increasing market demand for rebate and channel management solutions, and following the 2022 acquisition of Market Medium, Vendavo integrated Rebate & Channel Manager into their suite of growth and profitability products. Many customers now effectively manage their rebate programs with the solution. About Vendavo Vendavo empowers global manufacturers and distributors to accelerate growth and profitability with leading pricing, selling, and rebate management solutions. Companies like Emerson, Medtronic, and GAF rely on Vendavo to manage, optimize, and digitize their end-to-end commercial processes. Vendavo's solutions, team of pricing and selling experts, and proven process accelerates value and outcomes that are not only predictable, but unrivaled. With Vendavo, the world's most ambitious B2B organizations can develop dynamic customer insights and execute optimal pricing strategies that maximize margin, boost sales effectiveness, and improve the customer experience.

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