This document discusses channel enablement and why channel relationships fail. It outlines 4 common unrealistic expectations that businesses have of their channel partners: 1) that partners will intuitively understand their product message without training, 2) that partners will know how to use provided marketing assets, 3) that partners will wait around for help from the business, and 4) that partners can figure things out on their own. The document argues that businesses must actively enable their partners through training, guidance on asset use, constant engagement, and measurement to make the channel model successful. It provides an overview of what a channel enablement blueprint entails.
Partner marketing is a specialization within the overall discipline of marketing, focused on communicating value to, with, through, and for partners.
Partners are companies outside of your organization. They might be distributors, resellers, agents, alliance partners, or many other types of third-party companies. Understand that each of these companies deal with the same types of problems every other business faces: not enough time, people, or money to solve all the problems that are in front of them. As a partner marketer you are in a unique position to help them.
Many organizations engage partners as a route to market, for addressing a need, or an opportunity they cannot satisfy alone.
For example, if you don’t have the resources to manage dozens or hundreds of resellers directly, you can choose to establish a distribution partner. You can pay for the service they provide, typically by sharing the margin you would have kept for yourself in a direct sales model. The distributor can help make up for the expense, with the growth and scale they offer.
Just because someone agrees to be your partner, it doesn’t mean they’re going to proactively bring your product or service to the market. Sometimes they need some stimulation and that’s where partner marketing can help.
How affiliates make money
There are many different avenues affiliate marketers can take in order to see their profits roll in. Here you’ll find information on some of those which are not usually explained from the standpoint of beginner affiliate marketing strategies.
There’s nothing like partnership marketing when it comes to multiplying the results of your efforts at little to no additional cost to you or your partner organizations. If you get it just right—incorporating interactive elements that make people more likely to share your message with others—your marketing efforts won’t just double … they’ll multiply exponentially! This session will teach you how to conduct partnership marketing with maximum success including finding the right fit; making your pitch; keeping it relevant; crafting your cooperative agreement; contests and similar promotions that drive participation and word-of-mouth; building a cooperative network; and more.
This presentation was given at the Optimization Summit in Phoenix, AZ September 13, 2012 by Erica Campbell, Director of Marketing with For Rent Media Solutions.
Getting your Why factor right is crucial to sales successSalesRehab Pty Ltd
Simon Sinek puts it well... Most people sell like this.. they tell you what they do, how they do it and never get to Why.... Those that sell with Why first as the great successes...
Partner marketing is a specialization within the overall discipline of marketing, focused on communicating value to, with, through, and for partners.
Partners are companies outside of your organization. They might be distributors, resellers, agents, alliance partners, or many other types of third-party companies. Understand that each of these companies deal with the same types of problems every other business faces: not enough time, people, or money to solve all the problems that are in front of them. As a partner marketer you are in a unique position to help them.
Many organizations engage partners as a route to market, for addressing a need, or an opportunity they cannot satisfy alone.
For example, if you don’t have the resources to manage dozens or hundreds of resellers directly, you can choose to establish a distribution partner. You can pay for the service they provide, typically by sharing the margin you would have kept for yourself in a direct sales model. The distributor can help make up for the expense, with the growth and scale they offer.
Just because someone agrees to be your partner, it doesn’t mean they’re going to proactively bring your product or service to the market. Sometimes they need some stimulation and that’s where partner marketing can help.
How affiliates make money
There are many different avenues affiliate marketers can take in order to see their profits roll in. Here you’ll find information on some of those which are not usually explained from the standpoint of beginner affiliate marketing strategies.
There’s nothing like partnership marketing when it comes to multiplying the results of your efforts at little to no additional cost to you or your partner organizations. If you get it just right—incorporating interactive elements that make people more likely to share your message with others—your marketing efforts won’t just double … they’ll multiply exponentially! This session will teach you how to conduct partnership marketing with maximum success including finding the right fit; making your pitch; keeping it relevant; crafting your cooperative agreement; contests and similar promotions that drive participation and word-of-mouth; building a cooperative network; and more.
This presentation was given at the Optimization Summit in Phoenix, AZ September 13, 2012 by Erica Campbell, Director of Marketing with For Rent Media Solutions.
Getting your Why factor right is crucial to sales successSalesRehab Pty Ltd
Simon Sinek puts it well... Most people sell like this.. they tell you what they do, how they do it and never get to Why.... Those that sell with Why first as the great successes...
B2B marketers are operating in a more complex environment than ever before. What with multiple parties involved in the purchase decision, longer and longer sales cycles, and a seemingly infinite number of media channels to choose from, marketers must make daily decisions on how to best move their prospects along the path toward becoming customers. This presentation focuses on the thorniest problems facing multi-channel B2B marketers today, and offers a variety of best practices and helpful solutions to consider drive success.
You will learn:
• How your customer’s buying process provides a roadmap for your marketing strategy.
• The best prospecting media for inquiry generation, and the media to avoid.
• B2B buying roles, and how they impact your communications.
• How to manage the complexity of multi-touch, multi-channel communications without tearing your hair out.
• 3 ways to measure multi-touch campaigns that really work.
Five Quick Tips for Creating Conversations Salespeople Will UseLaunch International
If you’re like most marketers we work with, you’re
probably struggling with the best ways to help your
salespeople have more meaningful conversations
with customers and prospects.
It's Sales AND Marketing, NOT Sales OR MarketingRichard Hatheway
Sales and Marketing departments are critical, integral functions to businesses. As such, they need to work together to ensure that the desired outcome for both functions - sales - occurs. Unfortunately, that often does not happen.
Dr. Salvador Treviño, Dean of the School of Business, Undergraduate Programs, Instituto Tecnológico y de Estudios Superiores de Monterrey - Multi-Channel Marketing Lecture
Sales and Marketing Alignment - The Secret Ingredient to More RevenueRichard Hatheway
This article will explain what sales and marketing alignment is, explain the benefits of sales and marketing alignment, and provide best practices to help more fully align your sales and marketing departments.
Affiliate marketing is the process by which an affiliate earns a commission for marketing another person’s or company’s products. The affiliate simply searches for a product they enjoy, then promotes that product and earns a piece of the profit from each sale they make. The sales are tracked via affiliate links from one website to another.
Creating Clarity and Conviction in the Mind of Your CustomerJames O'Gara
Clarity and conviction in the mind of your customer starts
with an authentic and consistently delivered corporate story.
To establish clarity and conviction, CMOs must first address
the enterprise-wide messaging development and delivery
problem that exists across all three phases of the customer
experience (self-service, sales, post-purchase). The CEO,
CMO and customer experience leaders must get in a room
and devise a plan for delivering a consistent story in the
complex experience economy they operate in today. This
starts with the CEO making the corporate story a strategic
priority across the organization. The CEO must fundamentally
buy in to the fact that your corporate story directly impacts
the customer experience and financial performance. Read more...
Everyone in business – and in marketing especially – knows that you need to have a value proposition (aka, value prop). But yet, no one really seems to know why; it’s just one of those things that if you’re in business, you’re supposed to have.
This blog will explain what a value prop is and why you need one.
Why you should do things that won’t scale the dark funnel case studyNemanja Zivkovic
DARK FUNNEL. Let's dive in.
Marketers have long been encouraged to believe that they can precisely monitor the customer journey online thanks to the digital sales environment.
However, the truth is that much of the customer journey continues to take place offline, and even online activities rarely follow a linear path.
The customer journey is complex, with elements that aren’t immediately obvious.
These hidden elements are what we refer to as the dark funnel in the online environment.
As you probably noticed, marketers are facing a difficult challenge in identifying a clear path to purchase due to this twisting and complicated process that can’t be easily tracked.
No more can they map the journey from need, to awareness, to consideration, to purchase — if they ever even could.
The existence of those hidden elements is the reason why you should do things that won’t scale.
And this is where we start talking about the dark funnel.
So if the dark funnel is designed to help you better understand how customers behave, how can it be a useful part of your marketing strategy?
Take a look:
✅ It’s not about knowing where customers are — it’s about understanding why they’re there
✅ It helps you define why you should do something and what to do
✅ It helps you understand how things change over time
As you can see, the Dark Funnel is not a new tactic or something designed to replace traditional analytics.
It’s an additional lens through which marketers can view and understand their customers.
This extra insight into customer behaviors and motivations can help you make more effective decisions in terms of strategy, messaging, and content creation.
I'll extend on this and get into details on a webinar called "Why You Should Do Things That Won’t Scale: The Dark Funnel Case Study"
The channel sales model is a great way to scale up your business. But, that doesn't mean channel sales is easy. It comes with its own set of challenges. Download this whitepaper to learn more about the 7 steps to smoother channel management.
Establishing the right ‘voice’ for your company to maximise opportunities.
Telemarketing is a channel that effectively balances volume, frequency, cost and quality of contact with the prospect.
The Complete Online Community Playbook by Vanilla ForumsVanilla Forums
Looking to launch a brand new community or want to take your existing community to the next level? Our Community Playbook packages the deep expertise of community managers and experts spanning business-to-consumer, business-to-business and enthusiast audiences.
Marketing and Sales alignment is paramount for success with any organization. Learn to create synergy between your teams for maximum impact for your sales. Revenue generation is the objective any effective marketing campaign, so aligning with your sales efforts will lead to a success and sustainability.
B2B marketers are operating in a more complex environment than ever before. What with multiple parties involved in the purchase decision, longer and longer sales cycles, and a seemingly infinite number of media channels to choose from, marketers must make daily decisions on how to best move their prospects along the path toward becoming customers. This presentation focuses on the thorniest problems facing multi-channel B2B marketers today, and offers a variety of best practices and helpful solutions to consider drive success.
You will learn:
• How your customer’s buying process provides a roadmap for your marketing strategy.
• The best prospecting media for inquiry generation, and the media to avoid.
• B2B buying roles, and how they impact your communications.
• How to manage the complexity of multi-touch, multi-channel communications without tearing your hair out.
• 3 ways to measure multi-touch campaigns that really work.
Five Quick Tips for Creating Conversations Salespeople Will UseLaunch International
If you’re like most marketers we work with, you’re
probably struggling with the best ways to help your
salespeople have more meaningful conversations
with customers and prospects.
It's Sales AND Marketing, NOT Sales OR MarketingRichard Hatheway
Sales and Marketing departments are critical, integral functions to businesses. As such, they need to work together to ensure that the desired outcome for both functions - sales - occurs. Unfortunately, that often does not happen.
Dr. Salvador Treviño, Dean of the School of Business, Undergraduate Programs, Instituto Tecnológico y de Estudios Superiores de Monterrey - Multi-Channel Marketing Lecture
Sales and Marketing Alignment - The Secret Ingredient to More RevenueRichard Hatheway
This article will explain what sales and marketing alignment is, explain the benefits of sales and marketing alignment, and provide best practices to help more fully align your sales and marketing departments.
Affiliate marketing is the process by which an affiliate earns a commission for marketing another person’s or company’s products. The affiliate simply searches for a product they enjoy, then promotes that product and earns a piece of the profit from each sale they make. The sales are tracked via affiliate links from one website to another.
Creating Clarity and Conviction in the Mind of Your CustomerJames O'Gara
Clarity and conviction in the mind of your customer starts
with an authentic and consistently delivered corporate story.
To establish clarity and conviction, CMOs must first address
the enterprise-wide messaging development and delivery
problem that exists across all three phases of the customer
experience (self-service, sales, post-purchase). The CEO,
CMO and customer experience leaders must get in a room
and devise a plan for delivering a consistent story in the
complex experience economy they operate in today. This
starts with the CEO making the corporate story a strategic
priority across the organization. The CEO must fundamentally
buy in to the fact that your corporate story directly impacts
the customer experience and financial performance. Read more...
Everyone in business – and in marketing especially – knows that you need to have a value proposition (aka, value prop). But yet, no one really seems to know why; it’s just one of those things that if you’re in business, you’re supposed to have.
This blog will explain what a value prop is and why you need one.
Why you should do things that won’t scale the dark funnel case studyNemanja Zivkovic
DARK FUNNEL. Let's dive in.
Marketers have long been encouraged to believe that they can precisely monitor the customer journey online thanks to the digital sales environment.
However, the truth is that much of the customer journey continues to take place offline, and even online activities rarely follow a linear path.
The customer journey is complex, with elements that aren’t immediately obvious.
These hidden elements are what we refer to as the dark funnel in the online environment.
As you probably noticed, marketers are facing a difficult challenge in identifying a clear path to purchase due to this twisting and complicated process that can’t be easily tracked.
No more can they map the journey from need, to awareness, to consideration, to purchase — if they ever even could.
The existence of those hidden elements is the reason why you should do things that won’t scale.
And this is where we start talking about the dark funnel.
So if the dark funnel is designed to help you better understand how customers behave, how can it be a useful part of your marketing strategy?
Take a look:
✅ It’s not about knowing where customers are — it’s about understanding why they’re there
✅ It helps you define why you should do something and what to do
✅ It helps you understand how things change over time
As you can see, the Dark Funnel is not a new tactic or something designed to replace traditional analytics.
It’s an additional lens through which marketers can view and understand their customers.
This extra insight into customer behaviors and motivations can help you make more effective decisions in terms of strategy, messaging, and content creation.
I'll extend on this and get into details on a webinar called "Why You Should Do Things That Won’t Scale: The Dark Funnel Case Study"
The channel sales model is a great way to scale up your business. But, that doesn't mean channel sales is easy. It comes with its own set of challenges. Download this whitepaper to learn more about the 7 steps to smoother channel management.
Establishing the right ‘voice’ for your company to maximise opportunities.
Telemarketing is a channel that effectively balances volume, frequency, cost and quality of contact with the prospect.
The Complete Online Community Playbook by Vanilla ForumsVanilla Forums
Looking to launch a brand new community or want to take your existing community to the next level? Our Community Playbook packages the deep expertise of community managers and experts spanning business-to-consumer, business-to-business and enthusiast audiences.
Marketing and Sales alignment is paramount for success with any organization. Learn to create synergy between your teams for maximum impact for your sales. Revenue generation is the objective any effective marketing campaign, so aligning with your sales efforts will lead to a success and sustainability.
A significant portion of both B2B and B2C sales are made through a network of partners and resellers. Even today, however, most companies have antiquated channel management tools that do not live up to the full promise of their partner network. Only a very few organizations adequately invest in upgrading their channel management infrastructure, due to certain channel management misconceptions.
A significant portion of both B2B and B2C sales are made through a network of partners and resellers. Even today, however, most companies have antiquated channel management tools that do not live up to the full promise of their partner network. Only a very few organizations adequately invest in upgrading their channel management infrastructure, due to certain channel management misconceptions.
You know that partner relationships are the bedrock of a successful channel sales model. However, sometimes partner relationship management can seem like an icy road where you skid at every step.
Watch this presentation to discover ways to boost partner engagement.
Indirect Channel Incentives and Loyalty ProgramsRelayware, Inc.
Spiff programs, tactical incentives, points-for-prizes, cash cards, rebates and discounts – the methods adopted to incentivize indirect channels to sell more are numerous and yet most simply reward companies and individuals for making sales that would have happened anyway. Building loyalty and providing incentives to reward positive behavior is both an art form and a science. This enlightening whitepaper uncovers best practices used by some of the most successful channel marketers and challenges us to consider whether simply being a pleasure to do business with might be incentive enough for our indirect channels.
Gone are the days when partners fought to establish their credentials with a large vendor. Today, it’s the vendors themselves who are under increasing pressure to ‘wow’ partners whom themselves can have multiple relationships with multiple tech companies. The good news is that we have a few ‘wow’ tricks up our sleeves, and can point to a proud track record of activating and empowering partners.
So what’s your ‘next best move’? Well, by downloading our eBook on you’ll find some useful insights, hints, and tips to get you started..
Learning the art of ‘effective’ partner management is what will upsurge your revenue logs and give you the competitive advantage – your fuel for thriving in the dynamic landscape.
Your customers are smarter, more capable, and better- informed than ever before. This new breed of consumer demands a better breed of marketing, and the Pardot platform has the capabilities to get you there.
If you’re looking to increase channel partner sales, a B2B loyalty program gives you the competitive edge to motivate distributors and gain insight into end-user behavior. You can throw up any old online loyalty program, hoping it increases sales. But B2B loyalty programs – and this is important – are only as good as the technology that powers it.
Incentives: The Secret Ingredient of a Successful Channel Enablement StrategySeth Jacobsen
When it comes to enabling your sales channels, it’s important to have partners you can count on to help you move your products effectively and efficiently.
But how do you design and implement a channel strategy that will get their buy in and enable them to succeed? It’s all a matter of asking the right questions.
Unlike salespeople, channel partners don't have hands on access to sales/marketing training sessions or brand induction workshops. Watch this presentation to learn how a partner portal compensates these negatives by providing channel partners with easy access to critical elements that help them close deals faster.
Marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customers’ relationships in ways that benefit the organization and its stakeholder.
In the B-to-B world, long registration forms that require visitors to enter too much information too soon are the “pushy salespeople” of Web site conversion. In contrast, progressive profiling is the astute merchant who offers a more positive experience, which makes shoppers more apt to return. This brief shares the benefits of progressive profiling as well as the strategies and technology required for its success.
Download this Research Brief to learn:
- Why one-and-done profiling is ineffective and ultimately reduces conversion rates
- What is Progressive profiling
- What is needed to achieve a progressive profiling end state.
The Coronavirus crisis is taking a toll on businesses all over the world and financial experts have already warned that it won’t be easy for businesses to get back on their feet even when the situation eases.
While it will be challenging to revert to the pre-outbreak stage, enterprising vendors can put their channel partners ahead of the competition with channel marketing automation. Download our whitepaper to learn how channel marketing automation tools can ensure your channel partners hit the ground running when all of this mess clears up.
Channel conflict tends to evolve over time, stemming from partnerships that lack clear guidelines. At the root of a do-nothing strategy is often a lack of understanding of the underlying causes of channel conflict, and a series of strategies and processes in place to resolve each. This brief categorizes these causes into our SiriusDecisions Channel Conflict Model, and share specifics on each.
As organizations strive to sell more solutions, their reps will increasingly face off against a variety of senior- level buying roles. To improve these interactions, sales leaders should adopt a systematic process to help reps. This brief introduces and examines the components of ONE process for selling to senior executives, and explores the options of segmenting the sales force and/or leveraging subject matter experts (SMEs) when looking to reach these buyers.
For Mindmatrix, 2019 was marked by industry-wide recognition as a top player in the channel and sales enablement sphere, introduction of new features and enhancements to its platform and extensive collaboration with industry thought leaders.
B-to-b channel leaders, whether they oversee large multi-tier reseller programs or alliance partner programs, should use standard program metrics to track their progress and detect signs of upcoming opportunities or trouble. This brief describes metrics that can help channel leaders monitor and manage the success of six channel program areas.
B-to-b partner account managers must acquire a range of skills, which should be adapted to the types of partners they work with (e.g. reseller, distributor, OEM, alliance, referral). This brief describes nine key topic areas that should be used to adapt training content to the unique requirements of a supplier organization’s partner account managers, and outline specific elements within each area.
Within a b-to-b organization, the mission of an evangelist for a product or technology is to amplify external awareness and excitement and drive market adoption. However, companies also should consider the need for internal evangelism to support business objectives. This brief describes how channel leaders can craft a presentation to evangelize the value of channel for internal audiences.
Within a b-to-b organization, the mission of an evangelist for a product or technology is to amplify external awareness and excitement and drive market adoption. However, companies also should consider the need for internal evangelism to support business objectives. This brief describes how channel leaders can craft a presentation to evangelize the value of channel for internal audiences.
Sales training organizations are challenged when trying to measure the impact of specific choices on behavior change, just like a weight scale can’t tell you how much you have benefitted from skipping the fries and how much was due to a new walking program. This brief describes how coupling training investment with coaching and measurement helps to enhance its overall impact.
A scenario where what was promised isn’t delivered is all too common in the b-to-b channel world when suppliers fail to properly align with and train partners that have been brought into the fold to deliver a range of pre-sale and post-sales services. This brief defines four pillars of best-in-class service channel relationships and shares the components that make up each.
Leading MSP & hi-tech channel enablement solution provider, Mindmatrix, will be at the IT Industry’s premier conference for collaboration, education and networking in Las Vegas, NV. #ChannelCon19
When b-to-b suppliers fail to effectively engage and collaborate with large service provider partners, these relationships fall short of their potential. Suppliers must use five program components to choreograph partner engagement. This brief explains how to apply each of these components to engage large service provider partners.
The channel marketing strategies research brief defines three channel marketing concierge service models and explains how to determine which model fits best on the basis of a supplier’s level of partner marketing support and channel marketing resources.
A scenario where what was promised isn’t delivered is all too common in the b-to-b channel world when suppliers fail to properly align with and train partners that have been brought into the fold to deliver a range of pre-sale and post-sales services. This brief defines four pillars of best-in-class service channel relationships and shares the components that make up each.
Driving successful initiatives in any sales organization begins with first- line manager. The performance of sales reps is directly tied to the ability of these managers to play multiple roles effectively. This brief explores the importance of first-line managers in executing sales initiatives and the roles they must play in today’s b-to-b environment.
B-to-b channel leaders, whether they oversee large multi-tier reseller programs or alliance partner programs, should use standard program metrics to track their progress and detect signs of upcoming opportunities or trouble. This brief describes metrics that can help channel leaders monitor and manage the success of six channel program areas.
More from Mindmatrix Partner Relationship Manager (20)
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
As the call for for skilled experts continues to develop, investing in quality education and education from a reputable https://www.safalta.com/online-digital-marketing/best-digital-marketing-institute-in-noida Digital advertising institute in Noida can lead to a a success career on this eve
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
Influencer marketing isn't just for big brands or consumer products anymore. In 2024, marketers face hurdles like escalating paid channel costs, diminishing organic reach, and building trust in their ideal customer accounts. This session offers practical ways to bring influencer marketing into your organization, to provide cost-effective access to niche audiences, countering budget constraints and rising CPMs. We'll discuss the impact of social algorithms on reach, the trust deficit in traditional advertising and how influencer partnerships offer genuine connections with audiences. Attendees will gain actionable insights to integrate influencer marketing into their strategies, leveraging influencers for impactful campaigns in both B2B and B2C environments. Join us to unlock the potential of influencers in navigating the evolving marketing landscape of 2024 and driving meaningful business growth.
Key Takeaways:
- Educate on the various types of influence we can use as marketers
- Establish the problems that make influencers a priority
- Walk through some practical tactics on HOW to run a program leveraging several of these influence channels
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
2. 4 REASONS
WHY CHANNEL
RELATIONSHIPS FAIL?
Channel Enablement blueprint 02
There is the old cliche that the
definition of insanity is doing
the same thing time after time,
but expecting a different result.
Bringing on new channel partners
to sell your product or service can
be a very similar situation. The
channel sales model is a popular
one for firms to use when they
want to significantly ramp up
sales without adding the internal
infrastructure needed to do it
in-house. Channel sales is an
exceptionally common solution
for driving sales growth beyond
the internal capacity of the firm to
do so. In particular, channel sales
can be attractive because it can
more quickly reach new buyers
and market segments--especially
overseas--that are beyond the
reach and experience of internal
sales teams. A firm may feel
it lacks the experience needed
to infiltrate new and unfamiliar
markets, the management skills
to oversee a large sales team,
or the infrastructure or capital
needed to cover large new
territories. As a result, many firms
gravitate toward the channel
model to drive revenue growth.
The problem with this model
is that businesses may have
unrealistic expectations. They
expect the model to yield
revenues without significant
efforts on their own part. As a
result, they are surprised when
the results from each new partner
are a disappointment.
3. 03
In this whitepaper, we are going
to discuss these unrealistic
expectations. In particular, we will
look at 4 major things that firms
think a channel partner should be
doing, and why that isn’t going to
Channel partners will not read your mind
Channel partners do not
intuitively know or understand
the vision and missions of their
corporate partner. This creates a
problem: channel partners who
are poorly versed in the corporate
partner’s product narrative cannot
be expected to communicate it
effectively to their own prospects.
The product message breaks
down and prospects are lost
because the message loses
relevance.
As a competitor, you have
developed your product or service
with a precise set of targets in
mind. You may have specific
personas you focus on. For each
of these personas, your marketing
team has developed a series of
pain points that you help resolve.
If your marketing team has done
its job, you have developed a very
clear, strong message that is to
be communicated to prospects.
Most likely, that messaging has
been completely internalized by
everyone in your company, at the
very least by those in sales and
marketing. It is even taken for
granted. What happens, however,
when a new channel partner
is appended loosely as a new
arm of your sales efforts? The
expectation may be that they
will conduct their own internal
training to communicate this
message to every rep. This is
unlikely. Even worse, and more
common, is that your internal
marketing team, which has
so effectively internalized the
product message, will assume it
is apparent to anyone, and fail to
communicate the messaging, in
all its intricacies, to the channel
partner
Clearly, either of these
expectations are flawed. Channel
partners represent many different
lines, and do not have the time
or initiative to discern and
understand your product narrative
on their own. Instead, they will
“guess” about the basic message
and assume they will get it right.
Once this happens, the message
is distorted, branding is diluted,
and prospects are lost because
the product loses relevance.
What can you learn from this?
The lesson is that if you expect a
channel partner to succeed, you
have the responsibility to give
them the knowledge they need.
You need to enable them, and that
means training them from the
first day they sign on. This means
walking them through your
messaging and the pain points
of the leads they will encounter.
They need to be guided along the
sales path, be told every obstacle
and dead end, so they can get to
a sale fast.
happen. Whether they are even
aware of it, many businesses
have expectations of what their
channel partners will do to help
sell a product, and these are
rarely going to be met
Channel Enablement blueprint
4. 04
Channel partners cannot figure out
what to do with all your marketing assets
Channel partners will not use collateral that doesn’t
work for their region /area/target persona, etc.
Closely related to the above topic
is the issue of your marketing
collateral. What will your channel
partners do with the assets you
provide them?
The answer is, “probably not
what they should, unless you’ve
enabled them with specific and
precise guidance.”
Every marketing asset that you
have plays a specific role within
the sales funnel. Outside of that
specific function, it has minimal
value to a prospect. For example,
a brochure that is primarily
informational regarding the
Your channel partner wants
to sell, and nothing is more
frustrating for them than
to recognize the need for
personalized targeted marketing
assets, and then be stuck with
generic, one-size-fits-no-one-
well collateral. Channels may
find the generic, mass produced
marketing collateral generated by
corporate marketing departments
to be ineffective in their regional
or local segments.
general value of a product line
is wasted on a lead who already
knows her precise needs and
has narrowed the decision down
to a brand choice. Using that
informational asset this late in the
sales funnel would be off-putting
to the lead. She isn’t getting the
data she needs.
Our point here is that your
channel partners, on their own,
do not have your knowledge
and experience to understand
which assets work best in which
situations. They do not have the
history to determine this on their
In order to simplify their
marketing, businesses want to
create marketing assets that
can be used across all channels
in all situations. Basically, they
want to limit marketing expenses
by creating generic collateral.
The difficulty for your channel
partners is that they see the
merit of attracting prospects with
personalized, targeted marketing.
If your collateral is too general,
own. You are the only resource
that can provide this information
and if you fail, so does your
channel partner.
In short, without guidance, assets
will be misused and leads lost.
As a result, your channel partner
assumes your line isn’t sellable,
and will decide to promote
another vendor’s line instead. In
turn, you assume the channel
partner isn’t qualified, and go
out looking for another channel
partner, and the cycle begins
anew.
they will see only two options
available to them. 1) they can try
to tinker with the material or re-
create it on their own, thus risking
a degeneration of your branding,
or 2) they can actively push the
products of other vendors who
give them the option to have
targeted assets. Either way, you
lose.
Channel Enablement blueprint
5. Channel partners aren’t going to
wait for you to show up and help
The last thing you’d better not
expect to happen is that channel
partners will sit around and
wait for you to show up and
help them with marketing or
sales. Your channel partners
are in this for the sale, and they
have relationships with many
businesses. Channel partners are
going to focus their energies on
the product line that is easiest to
sell. Corporate partners have to
deal with the reality that they are
not, for lack of a better term, in a
monogamous relationship. Theirs
is not the only product or service
line represented by an individual
channel partner. As a result, if
they don’t succeed in making
their products the most attractive
to sell, they’ll fall into the “back of
the catalog.” Corporate partners
need to find a way to convince
each channel that their product
can be sold more easily, and with
What does a fully enabled
channel look like? Simply, it is a
channel partner who perceives
your product/service line to the be
“go-to” one when it is time to sell
better revenue yields, than any
other. If they fail to do this, they
won’t be given much attention.
Corporate partners need to find
a way to convince each channel
that their product can be sold
more easily, and with better
revenue yields, than any other.
This means if you enable their
sales with the use of sales
playbooks and solid onboarding
along with identifiable assets and
collateral that can be targeted
and personalized, they will be
much more likely to put you
ahead of the pack. When you
enable your partners, they can sell
more.
It is important to remember
that a Channel partner is a
separate entity, not a part of your
organization. This fact can be
easy to forget. Every partner has
a distinct mission and priorities
to a new prospect. It is the one
that markets itself, and is easy to
sell. In a broader sense, Channel
enablement drives channels to
willingly take ownership. They
that are not always aligned with
your own. In summary, channel
enablement is a broad platform
that is utilized to create a start-to-
finish process the makes it easy
for a channel to sell your product
or service. By adopting this broad-
based process, you can become
the vendor of choice, eliminating
the barriers to a successful
channel sales model.
In summary, there are a variety of
challenges to the channel model.
However, that doesn’t mean it
isn’t an excellent model. Once
we recognize the challenges, we
can recognize the opportunity to
overcome barriers and enable this
powerful model.
However, there is an approach or
process, known as channel sales
enablement that can be used to
fully recognize the potential of the
channel sales model.
feel they have the freedom to
market effectively to regional and
local markets, personalizing as
needed without tedious reliance
on the parent marketing arm.
05Channel Enablement blueprint
ENVISIONING
A CHANNEL ENABLEMENT BLUEPRINT
6. Enablement makes your product
easy to sell, so they focus on you,
not another vendor. An additional
virtue of the enablement model
is that it takes the pressure
off the use of the “price only”
sales model. It helps avoid price
becoming the preferred driver of
channel sales.
How does Channel enablement
happen? What is the blueprint for
building a complete enablement
platform? The blueprint consists
of 2 key, interrelated segments.
The first is the relatively linear
relationship corporate has with a
partner all the way from recruiting
through campaign engagement
to measurement. The second
is enablement acrossthe
relationship.
1. Recruitment - You don’t hire
just anyone off the street.
The same principle goes
for choosing a channel
partner. You should have a
structured, defined process
very similar to the one you
use to attract and nurture
prospects for your products/
services. This means landing
pages for sign ups, lead
scoring and segmentation,
nurturing drips and activity
monitoring.
2. Training and onboarding -
No one can sell unless they
fully understand you, your
product, and what sales
tools work best with what,
where and when. More
importantly, they shouldn’t
be expected to figure this out
for themselves. Playbooks
can do much of this, then
certification programs serve
to assess and guide training,
and partner portals provide
ongoing access to collateral.
3. Engagement - Simply put,
you never leave them on
their own. Campaigns via
email and SMS will keep
you in constant touch. You
guide them throughout
your relationship, keeping
them updated with your
products/services and your
end-consumer market. You
prepare them so they can
sell your product/service as
much as you want them to.
Ways to increase channel
engagement levels include
offering timely certification
programs, releasing training
videos, sharing information
about new product/services
or latest market trends and
giving them new /updated
sales collateral. These
elements will ensure your
channel partners come back
to you because they make
your channel partner’s job
easier.
4. Measurement - You can’t
improve what you can’t
measure, so you need to
know what is working and
what isn’t. When you engage
in multi-step, multi-channel
marketing campaigns,
developing usable metrics
can be difficult. Consider the
array of levels that need to
be measured. There are the
various channel partners,
all operating somewhat
differently. Each of those
partners has individual
players working within the
organization. At any given
point, everyone is tracking a
set of individual prospects
each of whom is active at
any one moment in a unique
place in the sales funnel.
How can you possibly track
and evaluate every actor’s
behavior? Automation tools
can do this so that you
can finally wrap your arms
around your entire sales and
marketing apparatus.
06Channel Enablement blueprint
7. Channel Enablement across the spectrum
This linear plane is not the only
field on which enablement
can occur. In addition to the
above, there is the enablement
which happensacross the
spectrumof the corporate/
channel relationship. It occurs on
various fronts, such as corporate
marketing, partner sales, and
operations.
For example, Marketing is
enabled through a platform
that helps channel partners by
providing lead nurturing, routing,
scoring and tracking. Automated
marketing cuts down the
marketing department’s duties ,
and allows partners to sell better
because they know exactly
how and when to respond to a
prospect at any point.
Another example is content
syndication. This allows you to
publish personalized content
on behalf of your partners.
They benefit from the sales and
marketing value of social media,
but don’t have to invest the
resources to make it happen. It
is things like these they couldn’t
( and wouldn’t ) do on their
own. When you do it for them,
you make yourself the vendor
of choice for making an easier,
faster sell.
On the partner sales front, they
become more quickly engaged
through playbooks that hand-
hold through the sales process.
They don’t have to determine
or guess what to do in each
sales situation. They get tools
like 360 prospect view, so they
know where a prospect is in the
sales cycle. From this they can
determine the most relevant
response.
Finally, there is enablement on
the operations front. Managers
need to know what’s going on.
For instance, enablement means
providing data about every
partner’s lead registration, and
status reports about all of their
activities such as certifications,
lead interaction, and profiles of
their asset download activity. It
also monitors co-op fund usage
by channel partners and registers
effectiveness. Corporate should
only be using MDF if they can
measure the value of these
expenditures at the level of each
channel partner. Quantifying the
results of these expenditures is a
critical part of “enabling” sales.
The lesson is that enablement is a proactive approach that you have to take that begins with
onboarding and proceeds throughout the entire sales process. Your channel partners should never
left alone to “figure it out,” because they will figure out you aren’t a very good partner.
Mindmatrix offers Channel & Sales Enablement software for direct and indirect sales
channels. Mindmatrix is the only provider of a Single Unified Platform that combines
PRM software, Direct Sales and Channel Enablement, Channel Marketing Software,
Marketing Automation software and Marketing Asset Management. Mindmatrix takes you
through every step in the sales process from lead to revenue, enabling your salespeople
and channel partners to sell more, faster.
07Channel Enablement blueprint
8. 2403 Sidney Street, Suite 150, Pittsburgh, PA 15203
Phone: 412-381-0230, Fax: 412-774-1992
www.mindmatirx.net