Pereion Solutions Blog

Four Themes from the MassTLC Channel Marketing ROI Seminar

Posted by Greg Jackman

Wed, Aug 6, 2014 @ 11:08 AM

Last week, MassTLC held the Sales & Marketing Seminar: Channel Marketing ROI to share some of channel marketing’s best practices. With the panel of sales and marketing executives from reputable companies, four themes emerged:  

 

  1. Partner Recruitment: Segment the Partner Community & Know Your Target. Do you understand the DNA of the partners you are recruiting? Have you differentiated your business from a channel perspective?
  2. Content Marketing: Establishing Thought Leadership. "Marketing in a box" doesn't work.  Do you have high value content they utilize?
  3. Marketing Planning & Execution: Build Individualized Plans with Your Partners. Work with your committed partners on their marketing plans in a flexible and collaborative way.
  4. Management System: It’s Possible to Build a Repeatable Process with Consistent Outcomes. What key performance indicators should you focus on as you develop your management plan?

 

I had the opportunity to moderate the Mass TLC panel discussion. To read our guest post on the MassTLC blog that covers the entire event, including more information on these four areas, please visit the Mass TLC Blog.

 

Who is MassTLC?
Massachusetts Technology Leadership Council is a technology association and network of tech industry leaders focused on accelerating innovation through active communities and events to support workforce development. With a membership of over 550 companies, MassTLC provides industry-leading content and a visible platform for companies and individuals looking to influence and grow their technology businesses.

If you would like to talk about this event, these channel marketing themes, or your specific channel marketing challenges, please contact us directly at slperry@pereion.com.

We offer a Channel Readiness Assessment to help companies identify the gap areas they need to work on to improve their channel sales performance.  Click below to learn more about Channel Readiness Assessments.  

Channel Readiness Assessment eBook

 

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Topics: Pereion Solutions, Channel Management, Channel Consulting Services, Channel Marketing, Channel Sales, Channel Readiness, Partner Enablement, Partner Advocacy Marketing, Partner Sales Enablement, Partner Recruitment

Partner Advocacy Marketing: Make It A Two Way Street

Posted by Steven Perry

Mon, Oct 14, 2013 @ 09:10 AM

This past week I had the opportunity to attend a Mass TLC seminar where Advocacy Marketing was discussed. It was a good session and the focus of the seminar was on customer advocacy marketing. It is interesting to consider how to apply advocacy marketing principles to channel marketing and integrate Partner Advocacy marketing into a partner program. 

While advocacy marketing is not new, it is increasingly important and there are signicant opportunities to leverage social media, mobile, and other technologies to take advocacy marketing to a new level. Advocacy marketing can encompass a wide range of approaches from traditional customer references and case studies to finding innovative new ways to engage your customers and encourage or reward them for being digital champions.  

For me the interesting question is how to apply advocacy marketing to channel marketing. The most obvious scenario is leveraging your channel partners as advocates for your products and applying newer advocacy marketing techniques to your partners.  If you market and sell your products through channel partners then you also need to involve those partners in developing and fostering customer advocates. 

Can you extend the principles of advocacy marketing through your channel partners by enabling and rewarding them for creating customer advocates? 

In addition, one of the most valuable ways to reward your partners is to become advocates for your best partners. Again, there are some good techniques that have been around for along time to recognize partners; such as partner recognition awards or events.  But many of your partners may be challenged to create a broader social advocacy program. 

How do you leverage your own organization to create an online or social advocacy for your top channel partners?  

Think about how to apply these advocacy marketing practices to your channel marketing program.  I would encourage you to think about three simple principles to incorporate into your partner program:

  • Reward your partners for being advocates
  • Help and reward your partners to create customer advocates
  • Be an advocate for your top partners

This can be a differentiator for your channel program and a lever to improve your partner value proposition, especially if you can leverage social media tools to create a multiplier advocacy effect out through your partner channel. Advocacy marketing can also help you and your partners generate more leads.  

Thanks to Mass TLC, SiriusDecision, Acquia, Influitive, and Rapid7 for putting together the Customer Advocacy Marketing session this past week, it was a good session.  

If you are interested in discussing how to apply Advocacy Marketing to your channel marketing program, please contact Pereion Solutions by sending an email to Steve Perry at slperry@pereion.com.

 

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Topics: Channel Consulting Services, Channel Marketing, Partner Enablement, Partner Advocacy Marketing

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This blog provides insight and tips on Customer Experience Analytics, especially in the usage of Watson Customer Experience Analytics (WCXA) and Tealeaf software to optimize web and mobile experience.

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