Company A has the audience and company B has the product. By working together more product is sold, and on a larger scope than would be possible by working alone.

1. Text Jim Larkin ~ Photography ANP
CONTENT SYNDICATION
Siemens Champions
the ‘Little Guy’ Online
active partners globally, Adrian had a “For me, the TIE Kinetix solution is a
Company A has the audience and need to get Siemens’s core messaging marketing department substitute for the
company B has the product. By out in a reliable, trustworthy and smaller partners within our Global
consistent manner to partners who are program. It’s a fantastic toolset for our
working together more product is often understaffed, and also sell the partners with limited resources,”
sold, and on a larger scope than competing products. Said Adrian respon-ded Honey when asked about
Honey, “What we would typically see the strength of the platform. Since the
would be possible by working alone. is inconsistent use of our brand and release of the program 24 months ago,
well meaning webmasters using bits of the Siemens Digital Channel partner
Siemens graphics and mocking them program is now enrolled in 33 countries
T
his is especially true when large up to their sites without pulling the and 11 languages. “I think we’ve done a
companies have partnered with value content over. Partners would take lot of good work together, and I’d say
other large companies. Each parallel some of our technical content and paste it’s been a very cooperative relation-
department knows the drill, the requisite it on their site; it would be out of date ship. That closeness that we’ve had and
online/offline collateral, and the urgency very quickly and of little value.” the openness that we’ve had in that
that comes with getting your message to Getting the right message out relationship have been excellent. I
market and with the familiar voice that through the sales channel is a common think it allowed us to get to where we
will attract the right buyers. struggle for many companies especially are in terms of the product,” beams
However, what happens when a large when the companies rely on working Honey. “Overall we’ve had a fantastic
company isn’t necessarily partnering closely with partners that have limited working relationship with TIE, from
directly with large companies? What bandwidth. “We were not in control of the beginning right through.”
happens when these partnerships follow what content our partners were using,
the long tail, with multitudes of midsize nor how often, or if it was on message.
and smaller ‘mom and Additionally, large numbers of partners
“We nee-
pop’ sized partners who featured no Siemens content on their
as a whole make up just site, even with us being their predomi-
as large of a value of the nant vendor partnership,” confessed
partnership of many of ded a single Honey. “Our program needed a single
the big guys? source of information to be pushed
Will the needed source of easily to all of our partners, in a
resources multiply? multitude of ways. TIE Kinetix provided
How many languages are
needed to make this a
information that solution, with more than enough
flexibility to meet our needs internally
success globally? How
can we get these smaller
to be push- as well as the needs of our partners.”
Siemens deployed the TIE Kinetix
partnerships to get our
content live on their site
ed easily Content Syndication Platform rolled
out with a partner centric subscription
on the proper dates,
along with any resulting to all our program designed to make it easy for
partners to enroll and receive only the
updates? Do these small
partners even have partners” Siemens content that the partners
requested. That, coupled with the
webmasters and means Channel Mailer software, an email
to make these timely marketing tool that allows companies to push fully
updates quickly? formed dynamically co-branded marketing email
These were the issues campaigns ‘through’ their partners to send out to
facing Adrian Honey, their customers and relations, gave Siemens the
Director of Marketing for toolset it needed to organize and unify its message to
Siemens Enterprise the channel. “Channel Mailer is the thing that is
Communications. exciting, and that’s the thing that turns this into an
Working with over 2000 active business opportunity,” stated Honey.
P16 ~ 2011 ~ TIE