Channel Partners need to understand the importance of a strong digital footprint in order to succeed online.
Channel Maven Blog
Blogging is key to successful inbound marketing. So why aren’t Channel Partners doing more of it? There is no single answer but lack of time is a prominent theme amongst Partners we work with. While we can’t add minutes to the clock, we can help Vendors introduce their Partners to a strategy for recycling content that makes content creation two to three times faster than writing blogs from scratch.
Welcome to the latest episode of Channel Maven TV (#CMCtv). Join us monthly as Channel Maven Consulting’s, Founder and CEO, Heather K. Margolis interviews channel sales and marketing experts in and around the Channel. Varied topics are meant to help Vendors enhance their channel marketing strategies, drive more demand through their Channel and lead to more successful partner programs.
With the prevalence of online research, the B2B buyer’s journey is practically over before prospects bother to speak with a sales rep. Much of this research is done via social media. Yet, two-thirds of companies, including many of the Partners we work with, don’t have social media strategies in place and aren't attempting social selling. Wouldn't it be nice if there were a quick social selling guide that Vendors could use to help Partners drive demand on social media? We thought so too!
Knowing a Partner’s audience is necessary when you want to help Channel Partners prospect. It’s also valuable during demand generation activities. In B2C, segmenting buyers by demographic like gender, age, and geography is simple. Not so in B2B where we must consider multiple personas like the individual and influencers, their job roles and the organization as a whole plus how they fit into targeted industries. While some factors may overlap it’s not always the case and with a little online research, Partners can learn to understand what to look for, why this information is important and how to apply it to their sales processes.
We’ve worked with you the Vendors and your Partners on marketing through the channel to drive more demand. We’ve had some great successes but we’ve also been met with some Partners who, whether due to lack of resources or lack of understanding, decide that marketing or social media aren’t worth the time or focus.
Once considered an online ‘business card,’ your Partner's website is now the #1 tool for building authority online before meeting prospects in person. Do your Partners’ websites hit the mark, provide the best user experience and give their buyers the information they want? Let’s take a look at five components of a successful Channel Partner website.
When it comes to marketing, Partners want to know two things: “what’s the return on investment?” and “when will I see results?”
If we could answer those questions easily and succinctly, we’d be millionaires. Unfortunately, too many factors at play make ROI measurement across a whole marketing plan challenging and predicting when a pay off will happen isn’t any easier. But, when we look at ROI on each tactic and ROE (return on engagement) for overall strategy we can begin to predict the answers.
According to SiriusDecisions; 67% of the buyer’s journey is done digitally. This puts buyers in the driver’s seat of their journey long before Vendors and Partners meet them. Fantastic news if you’re the buyer but what if you’re not?
4 Must-Haves for Small Businesses
At Channel Maven Consulting we spend a lot of time working directly with Partners. Usually that is to improve their ROI on inbound marketing and lead generation but there are so many other small business challenges we have worked with Partners to overcome (not to mention we are a SMB ourselves!).
How are Small Business Channel Partners thriving through times of growth?
Here are the four most important recurring themes we’ve gathered from Channel Partners who have built thriving small businesses: