Last time, I introduced you to the Five C’s of Channel Marketing: Create, Connect, Communicate, Convert and Calculate — a list first developed by StructuredWeb’s founder, Daniel Nissan, and promised we’d take an in-depth look at each “C” in subsequent posts. For many channel partners, the first C — Create — is a major stumbling block. When your brand can solve for this challenge, you open up new revenue opportunities and build a more engaged, active channel.

1. First stop in the 5 C’s of
successful channel
marketing programs
CREATE

2. CREATE — FIRST STOP IN THE 5 C’S OF SUCCESSFUL CHANNEL MARKETING PROGRAMS
STRUCTUREDWEB.COM
Last time, I introduced you to the Five C’s of Channel Marketing:
Create, Connect, Communicate, Convert and Calculate — a list first
developed by StructuredWeb’s founder, Daniel Nissan, and promised
we’d take an in-depth look at each “C” in subsequent posts. For
many channel partners, the first C — Create — is a major stumbling
block. When your brand can solve for this challenge, you open up new
revenue opportunities and build a more engaged, active channel.

3. CREATE — FIRST STOP IN THE 5 C’S OF SUCCESSFUL CHANNEL MARKETING PROGRAMS
STRUCTUREDWEB.COM
Speak with any of your partners and you’ll likely hear the same thing
— they’re busy and have little time and few resources to commit to
marketing. Even if they have a dedicated marketing team with great
ideas and capacity, they lack content to use in their marketing
campaigns.
Create Content and Campaigns

4. CREATE — FIRST STOP IN THE 5 C’S OF SUCCESSFUL CHANNEL MARKETING PROGRAMS
STRUCTUREDWEB.COM
It’s the reality of this channel partner challenge that makes Create
the first stop in every successful channel marketing strategy. Create
refers to the capability to provide channel partners with strategic
marketing programs consisting of ready-to-launch campaigns filled
with effective content. In addition to the creation of campaigns and
collateral, vendors need to consider the efficiency with which
partners can access and execute on the assets (more on this in an
upcoming post).

5. CREATE — FIRST STOP IN THE 5 C’S OF SUCCESSFUL CHANNEL MARKETING PROGRAMS
STRUCTUREDWEB.COM
When dealing with large channel networks, scalability becomes
critical to your marketing initiatives’ success. As a brand, you need
the capability to provide relevant content to hundreds or even tens
of thousands of channel partners across multiple regions and
geographic areas.
Create Scalability
Without scalable solutions for content deployment, the time and
resources required to provide localized content in different
languages specific to each channel partner marginalizes both your
and the partners’ ROI.

6. CREATE — FIRST STOP IN THE 5 C’S OF SUCCESSFUL CHANNEL MARKETING PROGRAMS
STRUCTUREDWEB.COM
Channel partners aren’t all of one stripe. Among your partners may be
multiple languages, different levels of sophistication, and other
variables that make flexibility, personalization and customization
imperative.
Create Customization
To keep partners engaged, vendors must provide partners with
content that clearly communicates their solutions to end customers
in their local language — as well as content that partners themselves
find relevant and valuable.

7. CREATE — FIRST STOP IN THE 5 C’S OF SUCCESSFUL CHANNEL MARKETING PROGRAMS
STRUCTUREDWEB.COM
From a partners’ viewpoint, relevance often means that content can
be available in the native language of local markets. To be valuable,
content must also represent the partner’s business, so offering co-
brandable assets that uniquely promote the partner’s firm is crucial.

8. CREATE — FIRST STOP IN THE 5 C’S OF SUCCESSFUL CHANNEL MARKETING PROGRAMS
STRUCTUREDWEB.COM
StructuredWeb’s channel partner marketing automation platform
fully supports the 5 C’s framework with innovative technology and
broad functionality, improving each critical aspect of your company’s
channel partner marketing efforts. I invite you to connect with one of
our channel marketing experts and see how our solutions come to life
to simplify channel marketing and drive channel sales for global
brands around the world.
Create Success
Please join me throughout this series as we discuss how your brand
can leverage the 5 C’s to amplify the effectiveness of your channel
partners. Next up — Connect!

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