The Future of Partner Marketing is Personalised!
Whether it’s email, PRM, Partner Portal, Website or otherwise, partners now demand more of their vendors. With partners accounting for 73.2% of the total IT market & IT spending to accelerate 6% in 2024 according to Canalys, more vendors than ever are competing for their attention and the top-down approach just doesn’t work anymore.
Partners and their business models are ever evolving and vendors need to keep up. Partners are critical in providing the connection for vendors to deliver their services and solutions to customers.
Assuming a ‘one-size fits all’ approach to communicating with partners just doesn’t work. Each partner is different, which includes what, how, when and to whom they sell to. A personalised approach to communicating with them is more important than ever. Some of the top challenges channel marketing teams face include:
Time – They are resource light and usually wear a number of hats, despite the importance of indirect, typically have less resource than their direct/corporate comms counterparts.
Ideas – Consistent, on brand and relevant TCMA content needs to be provided to partners, so they have options around GTM.
Engagement – Content needs to not only be appealing to partners, but worth sharing with their customers.
Traffic – You want more net new partners, as well as to turn more of your existing partners into transactional ones.
Reach – You want to make sure the right partners have access to the right content based on their tech stack, industry, language and general needs as a business.
Growth – Based on your KPI’s, you will want to create content that generates leads, campaign downloads, deals reg or just as simple as numbers of partners accessing your partner portal or PRM. This in turn can be mapped to sales.
#PX #partnermarketing #partnerengagement
