The Loyalty Effect states that “Making loyalists out of 5% of customers would lead, on average, to an increased profit per customer of between 25% and 100%.
If such a small improvement in customer evangelism can so greatly impact your business, imagine how valuable the loyalty of your partners — your resellers, distributors and agents — could be.
Being that most channel partners are supplier-agnostic, you, the supplier, must strive to foster partner loyalty to nurture and grow both your partners and your common customer base.
In this 30-minute webinar, you’ll learn how to build brand loyalty with your partners through transparency, trust, and true collaboration.
The True Meaning of Customer Success - More than Just Usage DataGainsight
Customer Success is About Value, Not Data
Have you considered deploying Customer Success technology but are intimidated by the condition of your data (or lack thereof)?
You’re not alone – some of the biggest hesitations to moving a Customer Success project forward involve the state of customer data, including:
1) Our data is dirty – we’re not ready to touch that beast.
2) Our data is everywhere – I’m not sure where to begin.
3) We don’t have any data.
Well, luckily for all of us, the world has changed. Join Gainsight Chief Customer Officer, Dan Steinman, on Thursday 9/11 for a 50-minute webinar on how Customer Success technology can help your team get proactive about your customer relationships, standardize touch points, and build a scalable foundation for your company’s Customer Success operations.
Specifically, we’ll cover:
Consolidate risks and opportunities to consistently resolve with Customer Lifecycle Cockpit
Communicate centrally to ensure nothing slips through the cracks with Calls to Action
Collaborate across all internal stakeholders with Customer360 Sales, Support, and Mobile views
SES New York Ads in a Quality Score WorldLevelwing
More and more, ranking well in paid search listings is less and less about how much you pay and more about the "quality" of your ad campaign. But what goes into making up your quality score? In this panel, we'll take a closer look at quality factors and give tips on increasing the perceived relevancy of your campaigns.
What is the Customer Effort Score (CES)?CheckMarket
There are different ways to measure customer satisfaction. In this presentation we present you one of them: the 'Customer Effort Score' or CES. Discover it now!
Learn more about the score and how to use it in a survey, followed by some very useful tips and tricks.
Check our website for more information:
https://www.checkmarket.com
My talk was voted at Product Camp 2011 Silicon Valley. I shared my PM experience leading User Feedback sessions for B2B software products in a fun and productive way. For questions, email me at cmatignon AT sparklinglogic DOT com
The True Meaning of Customer Success - More than Just Usage DataGainsight
Customer Success is About Value, Not Data
Have you considered deploying Customer Success technology but are intimidated by the condition of your data (or lack thereof)?
You’re not alone – some of the biggest hesitations to moving a Customer Success project forward involve the state of customer data, including:
1) Our data is dirty – we’re not ready to touch that beast.
2) Our data is everywhere – I’m not sure where to begin.
3) We don’t have any data.
Well, luckily for all of us, the world has changed. Join Gainsight Chief Customer Officer, Dan Steinman, on Thursday 9/11 for a 50-minute webinar on how Customer Success technology can help your team get proactive about your customer relationships, standardize touch points, and build a scalable foundation for your company’s Customer Success operations.
Specifically, we’ll cover:
Consolidate risks and opportunities to consistently resolve with Customer Lifecycle Cockpit
Communicate centrally to ensure nothing slips through the cracks with Calls to Action
Collaborate across all internal stakeholders with Customer360 Sales, Support, and Mobile views
SES New York Ads in a Quality Score WorldLevelwing
More and more, ranking well in paid search listings is less and less about how much you pay and more about the "quality" of your ad campaign. But what goes into making up your quality score? In this panel, we'll take a closer look at quality factors and give tips on increasing the perceived relevancy of your campaigns.
What is the Customer Effort Score (CES)?CheckMarket
There are different ways to measure customer satisfaction. In this presentation we present you one of them: the 'Customer Effort Score' or CES. Discover it now!
Learn more about the score and how to use it in a survey, followed by some very useful tips and tricks.
Check our website for more information:
https://www.checkmarket.com
My talk was voted at Product Camp 2011 Silicon Valley. I shared my PM experience leading User Feedback sessions for B2B software products in a fun and productive way. For questions, email me at cmatignon AT sparklinglogic DOT com
30-Minute Webinar Aligning Your Company Around a Culture of Channel Partner ...Allbound, Inc.
Channels by nature are geographically dispersed, and are therefore inherently virtual, meaning technology is mission critical to driving performance. Yet for far too long, channel technology such as legacy “PRM” systems and stitched together portals have focused almost solely on the management and control of partners – a method that, in today’s realtime, knowledge driven economy puts everyone, including your customers, at risk.
In this 30 -minute webinar with Allbound CEO Scott Salkin, you’ll learn how businesses are using technology and the cloud to transform their channel ecosystems into a model of collaboration and empowerment, injecting purpose and engagement into partner relationships, and building a channelwide culture of customer success for both manufacturers and their resellers.
Presentation about growth stuff we don't talk about when we talk about growth.
Growth Hacking Conference London
http://www.growthhackingconference.com/
The solution to growing revenue, retention and reputation is already in your business.
No matter your restaurant type, you already have the insights you need to grow. To help you put those insights to work, we gathered industry experts to talk about how you can gain a deeper understanding of your business and make more money with information you already have… right away.
Why you need to shift to a customer first content/ SEO strategyKelly Johnstone
Find out why you need to shift to a customer first content/SEO strategy. But more than that, find out key 'red flags' that show you you're being business first.
Talk given at Autumn 2021 BrightonSEO.
In the latest edition of ITC's Masters of Marketing webinar, Marketing Automation Expert Henna Javed spoke about A/B testing and how to use it to your agency's advantage.
SearchLeeds 17 - Martin McGarry - SEO Manager, WhichBingo - So how good (or b...Branded3
"In the North, we have some of the best digital marketing agencies in the UK. However, being brilliant at marketing a client is useless if you can’t market yourself and earn the contract in the first place. Unfortunately, on a number of occasions I’ve been underwhelmed, and sometimes bamboozled, during a project pitch.’’ Martin McGarry delivers a fly on the wall, warts-‘n’-all review of agency pitching practices during his 10-year client-side digital marketing career
30-Minute Webinar Aligning Your Company Around a Culture of Channel Partner ...Allbound, Inc.
Channels by nature are geographically dispersed, and are therefore inherently virtual, meaning technology is mission critical to driving performance. Yet for far too long, channel technology such as legacy “PRM” systems and stitched together portals have focused almost solely on the management and control of partners – a method that, in today’s realtime, knowledge driven economy puts everyone, including your customers, at risk.
In this 30 -minute webinar with Allbound CEO Scott Salkin, you’ll learn how businesses are using technology and the cloud to transform their channel ecosystems into a model of collaboration and empowerment, injecting purpose and engagement into partner relationships, and building a channelwide culture of customer success for both manufacturers and their resellers.
Presentation about growth stuff we don't talk about when we talk about growth.
Growth Hacking Conference London
http://www.growthhackingconference.com/
The solution to growing revenue, retention and reputation is already in your business.
No matter your restaurant type, you already have the insights you need to grow. To help you put those insights to work, we gathered industry experts to talk about how you can gain a deeper understanding of your business and make more money with information you already have… right away.
Why you need to shift to a customer first content/ SEO strategyKelly Johnstone
Find out why you need to shift to a customer first content/SEO strategy. But more than that, find out key 'red flags' that show you you're being business first.
Talk given at Autumn 2021 BrightonSEO.
In the latest edition of ITC's Masters of Marketing webinar, Marketing Automation Expert Henna Javed spoke about A/B testing and how to use it to your agency's advantage.
SearchLeeds 17 - Martin McGarry - SEO Manager, WhichBingo - So how good (or b...Branded3
"In the North, we have some of the best digital marketing agencies in the UK. However, being brilliant at marketing a client is useless if you can’t market yourself and earn the contract in the first place. Unfortunately, on a number of occasions I’ve been underwhelmed, and sometimes bamboozled, during a project pitch.’’ Martin McGarry delivers a fly on the wall, warts-‘n’-all review of agency pitching practices during his 10-year client-side digital marketing career
Bringing Collaboration Back Into Your Channel Sales EcosystemAllbound, Inc.
There is one word in the English language that so simply, elegantly and accurately describes the essence of indirect (or partner, or channel) sales alliances, and that’s collaboration. Collaboration is a process that involves multiple people or organizations working together to realize a shared goal. Collaboration is the cornerstone of any successful partnership, and yet in modern sales ecosystems, it often falls to the wayside, despite our best intentions.
Join Allbound's Jen Spencer and Lucas Gerler for this 30-minute, fast-paced, highly tactical webinar to learn how to bring collaboration back into your channel sales ecosystem and start better engaging with and empowering your channel partners.
Rallying Your Sales Channel Around Today’s CustomerAllbound, Inc.
Research firm Gartner predicts that by 2020, customers will manage 85% of their interaction with the enterprise without interacting with a human.
Now, if you’ve built your business by hiring as many sales people to make as many cold calls as possible, this is a very scary statistic. Moreover, if like most enterprises you’ve grown your business by onboarding a large team of value added resellers, distributors, brokers or agents who are also relying on the old-school “tried and true” approach of throwing as many bodies as possible into a sales territory, then you must be downright frightened.
Today’s B2B customer expects more.
She’s done her research. She’s identified her problem, considered some options for a solution, and is now shopping for her preferred vendor (that’s you). And, when she chooses to interact with your company, over half the time she’s unfulfilled.
Why? Because according to IDC, nearly 57% of B2B prospects feel that their sales teams are not prepared for their very first meeting.
In this 30-minute webinar, Allbound will take you along the new customer journey (which, does not end at point of purchase), and share how to empower your channel teams with the knowledge they need to best meet the needs of today’s customers.
Customer Delight Training PPT for a service industry. This PPT helps in covering 6 key things customer wants and kindly also read trainer notes that helps in understanding the activities and facilitation. For any activity based content you can connect with me on melwani.jharna@gmail.com
This PPT covers the basics of customer delight for any service based industry. Please read the notes section to know further. For more activity based content pls write to melwani.jharna@gmail.com
Outperform your competition with Customer EngagementTrustpilot
This webinar will show you how customer engagement leads to tangible business benefits, can lead to further revenue-driving initiatives such as customer advocacy, referral marketing, and more. We also share tactical tips and strategies for initiating and optimizing a customer engagement strategy.
he key to running a profitable ecommerce business is the ability to convert new customers and to re-sell to existing ones. Email Marketing accounts for over 7% of all ecommerce transactions, making it the second most effective ecommerce marketing channel behind search (15.8%) according to a 2013 study by Custora. That makes Email Marketing a powerful tool. Automation and event-triggered campaigns are valuable for ecommerce marketing. Check this slide-deck from a webinar where we discussed how to improve your customer experience while raising your revenue. Here is the link to the video https://youtu.be/bFiMnhJQlIA
Implementing Customer Loyalty Program PowerPoint Presentation SlidesSlideTeam
Presenting this set of slides with name - Implementing Customer Loyalty Program Powerpoint Presentation Slides. Enhance your audiences knowledge with this well researched complete deck. Showcase all the important features of the deck with perfect visuals. This deck comprises of total of twenty four slides with each slide explained in detail. Each template comprises of professional diagrams and layouts. Our professional PowerPoint experts have also included icons, graphs and charts for your convenience. All you have to do is DOWNLOAD the deck. Make changes as per the requirement. Yes, these PPT slides are completely customizable. Edit the colour, text and font size. Add or delete the content from the slide. And leave your audience awestruck with the professionally designed Implementing Customer Loyalty Program Powerpoint Presentation Slides complete deck.
Contactually & HappyFox: The 7 Secrets to Success - How The Best Companies Ke...Contactually
View webinar here: https://contactually.wistia.com/medias/s2szxdcymp
Join Contactually and HappyFox on Tuesday, June 30th at 1pm EST for a webinar that will outline how top companies buildthe lasting relationships with their customers and how you can leverage their best practices.
During this webinar, we'll answer the following questions:
How can a company anticipate a customer's needs before the customers ask?
What kinds of relationships can a company build in order to solidify an impactful and long term commitment with customers?
How do the best companies build great rapport with their customers?
Don't miss out on the chance to learn customer relationship building tactics from top companies.
Maintaining Brand Integrity at Scale - Affiliate Management Days SF 2015Sam Engel
When working with hundreds or even thousands of publishers, it’s a major challenge to keep up with what types of content those publishers are posting and how it reflects on your brand. While every marketer wants affiliates to represent their brand in its best light, there’s simply too much to keep up with!
In this presentation, I’ll cover some of the core issues in content compliance—including inaccurate offers, expired promotions, off-brand or offensive language, and affiliate disclosure—as well as strategies and free tools for maintaining compliance on publisher websites.
It’s always been difficult to quantify the effectiveness of marketing, as illustrated by the popular John Wanamaker quote: “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” However, our survey of over 600 U.S. marketers shows some CAN prove marketing’s contribution to revenue with confidence. What’s their secret?
Check out the “5 Habits of Highly Effective Marketers” to see what they’re doing differently to succeed and how you can, too.
Making Money with Affiliate Programs for BeginnersAffiliate Summit
A visually-rich presentation detailing the 5 industry players, 4 popular affiliate models, 5 tips for choosing profitable topics, 5 traffic building strategies, and 10 tips to get on the fast track.
Experience level: Beginner, Intermediate
Target audience: Affiliates/Publishers
Niche/vertical: Affiliate marketing training
James Martell, President, Net Guides Publishing Inc. (Twitter @JamesMartell)
Do you feel overwhelmed when it comes to marketing your business online? Once you have a website, what's next? You are not alone. Many business owners - both those starting out and even seasoned professionals - experience frustration when it comes to internet marketing. Where do you start?
You have compelling, keyword-rich ads, and have seen incremental increases in your click-through-rates, but now you need to convert your clicks to customers, so how do you do that?
Lucky for you, we have original research based on thousands of customers and billions of dollars in ad spend to establish simple strategies for you to triple your conversion rate.
Let us show you how. In this new webinar, you'll learn:
- What a good conversion rate is
- Conversion rate benchmarks
- The impact of Quality Score on cost-per-action
- Results from crazy conversion rate experiments that you can learn from and apply to your account
________________________________________
For more information about WordStream's services, visit www.wordstream.com.
Customer Experience Process Powerpoint Presentation SlidesSlideTeam
"You can download this product from SlideTeam.net"
Presenting Customer Experience Process PowerPoint Presentation Slides. Download this complete deck to gain access to 18 fully customizable PPT slides. You can make the required changes to the text, font, background, patterns, and colors. This PowerPoint slideshow supports widescreen and standard screen resolutions. It is also compatible with Google Slides. Converting the PPT format into PDF, PNG, or JPG is fairly easy. https://bit.ly/3GhOt83
The New Content Kings: How retailers are using content to create loyal lifeti...Steve Groenier
Presented at eTail Palm Springs by Steve Groenier on February 27, 2012.
Top retailers have become the new kings of content with vast libraries of expert articles, videos, blogs, product reviews, Q&As and more. While this content has helped to drive traffic and improve conversion rates it may also hold the key to creating truly loyal customers. Learn strategies for unlocking the hidden value in your content library and discover specific, actionable tactics for using content to improve all areas of your retail business.
- Learn how content drives customer loyalty.
- Build a network of influential experts who produce content for you.
- Use content to improve your product selection and customer service.
- Curate user generated content to increase visibility and drive social sharing.
- Discover strategies for getting customer feedback from multiple channels.
- Learn how to turn customers into an army of content producers.
Digital Transformation and IT Strategy Toolkit and TemplatesAurelien Domont, MBA
This Digital Transformation and IT Strategy Toolkit was created by ex-McKinsey, Deloitte and BCG Management Consultants, after more than 5,000 hours of work. It is considered the world's best & most comprehensive Digital Transformation and IT Strategy Toolkit. It includes all the Frameworks, Best Practices & Templates required to successfully undertake the Digital Transformation of your organization and define a robust IT Strategy.
Editable Toolkit to help you reuse our content: 700 Powerpoint slides | 35 Excel sheets | 84 minutes of Video training
This PowerPoint presentation is only a small preview of our Toolkits. For more details, visit www.domontconsulting.com
Falcon stands out as a top-tier P2P Invoice Discounting platform in India, bridging esteemed blue-chip companies and eager investors. Our goal is to transform the investment landscape in India by establishing a comprehensive destination for borrowers and investors with diverse profiles and needs, all while minimizing risk. What sets Falcon apart is the elimination of intermediaries such as commercial banks and depository institutions, allowing investors to enjoy higher yields.
RMD24 | Debunking the non-endemic revenue myth Marvin Vacquier Droop | First ...BBPMedia1
Marvin neemt je in deze presentatie mee in de voordelen van non-endemic advertising op retail media netwerken. Hij brengt ook de uitdagingen in beeld die de markt op dit moment heeft op het gebied van retail media voor niet-leveranciers.
Retail media wordt gezien als het nieuwe advertising-medium en ook mediabureaus richten massaal retail media-afdelingen op. Merken die niet in de betreffende winkel liggen staan ook nog niet in de rij om op de retail media netwerken te adverteren. Marvin belicht de uitdagingen die er zijn om echt aansluiting te vinden op die markt van non-endemic advertising.
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
Putting the SPARK into Virtual Training.pptxCynthia Clay
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
Business Valuation Principles for EntrepreneursBen Wann
This insightful presentation is designed to equip entrepreneurs with the essential knowledge and tools needed to accurately value their businesses. Understanding business valuation is crucial for making informed decisions, whether you're seeking investment, planning to sell, or simply want to gauge your company's worth.
Affordable Stationery Printing Services in Jaipur | Navpack n PrintNavpack & Print
Looking for professional printing services in Jaipur? Navpack n Print offers high-quality and affordable stationery printing for all your business needs. Stand out with custom stationery designs and fast turnaround times. Contact us today for a quote!
"𝑩𝑬𝑮𝑼𝑵 𝑾𝑰𝑻𝑯 𝑻𝑱 𝑰𝑺 𝑯𝑨𝑳𝑭 𝑫𝑶𝑵𝑬"
𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
𝐓𝐉 𝐂𝐨𝐦𝐬 provides unlimited package services including such as Event organizing, Event planning, Event production, Manpower, PR marketing, Design 2D/3D, VIP protocols, Interpreter agency, etc.
Sports events - Golf competitions/billiards competitions/company sports events: dynamic and challenging
⭐ 𝐅𝐞𝐚𝐭𝐮𝐫𝐞𝐝 𝐩𝐫𝐨𝐣𝐞𝐜𝐭𝐬:
➢ 2024 BAEKHYUN [Lonsdaleite] IN HO CHI MINH
➢ SUPER JUNIOR-L.S.S. THE SHOW : Th3ee Guys in HO CHI MINH
➢FreenBecky 1st Fan Meeting in Vietnam
➢CHILDREN ART EXHIBITION 2024: BEYOND BARRIERS
➢ WOW K-Music Festival 2023
➢ Winner [CROSS] Tour in HCM
➢ Super Show 9 in HCM with Super Junior
➢ HCMC - Gyeongsangbuk-do Culture and Tourism Festival
➢ Korean Vietnam Partnership - Fair with LG
➢ Korean President visits Samsung Electronics R&D Center
➢ Vietnam Food Expo with Lotte Wellfood
"𝐄𝐯𝐞𝐫𝐲 𝐞𝐯𝐞𝐧𝐭 𝐢𝐬 𝐚 𝐬𝐭𝐨𝐫𝐲, 𝐚 𝐬𝐩𝐞𝐜𝐢𝐚𝐥 𝐣𝐨𝐮𝐫𝐧𝐞𝐲. 𝐖𝐞 𝐚𝐥𝐰𝐚𝐲𝐬 𝐛𝐞𝐥𝐢𝐞𝐯𝐞 𝐭𝐡𝐚𝐭 𝐬𝐡𝐨𝐫𝐭𝐥𝐲 𝐲𝐨𝐮 𝐰𝐢𝐥𝐥 𝐛𝐞 𝐚 𝐩𝐚𝐫𝐭 𝐨𝐟 𝐨𝐮𝐫 𝐬𝐭𝐨𝐫𝐢𝐞𝐬."
Company Valuation webinar series - Tuesday, 4 June 2024FelixPerez547899
This session provided an update as to the latest valuation data in the UK and then delved into a discussion on the upcoming election and the impacts on valuation. We finished, as always with a Q&A
2. Jen Spencer
Director of Sales & Marketing
jspencer@allbound.com
@jenspencer
Hey! It’s nice to meet you.
• Legit Content Marketer
• Loves Gadgets
• Thinks Animals are Sometimes
Cooler than People
• Total Social Media Geek
3. Today’s Agenda
• Top 3 Partner Loyalty Failures
• Channel Partners — What do they want?
• Tips for Creating Brand Evangelism in your Channel
• Q&A
5. The Loyalty Effect states that “Making loyalists out of 5% of
customers would lead, on average, to an increased profit
per customer of between 25% and 100%.”
#NeverSellAlone
JEN
Thanks for joining Allbound for our webinar, “How to Build Brand Loyalty with Partners.” We’re excited to share some great content with you over the next 30 minutes, but first let’s take care of some quick housekeeping. We are recording this webinar, so if you need to step away, or during the webinar you think of a friend or colleague who might also enjoy this content, you’ll have a recording delivered right to your inbox tomorrow. Our marketing team will also be live tweeting throughout the webinar, so you can contribute to the conversation by following @goallbound on Twitter.
Hi my name’s Jen Spencer, and I’m the Director of Sales and Marketing here at Allbound.
Since we’re going to spend the next 30 or so minutes together, I figure you might want to know a little bit about me.
First, like many other awesome marketers I’ve had the pleasure of meeting, I was doing content marketing before content marketing was a thing.
Second, I’m totally an early technology adopter. I can’t wait to get my hands on the latest and greatest device or gadget – and I’m totally swayed by awesome marketing.
Third, if I’m at your house for a party and you have a dog or a cat, I WILL find it, and by the end of the night we’ll be best friends.
Finally, I’m a social media geek, so connect with me on LinkedIn or follow me on Twitter, and I’ll follow you back and we can tweet back and forth about content marketing, our smart watches and the latest thing my dog ate that wasn’t food.
JEN
Today we’re talking about LOYALTY – And specifically, we’re talking about how to build brand loyalty with your channel partners.
Top 3 Partner Loyalty Failures
What are Channel Partners Looking for in a Supplier?
Tips for Creating Brand Evangelism in your Channel
Also, as time allows, we’ll close with Q&A, so jot those questions down, or plug them right into the question portal of your control panel. As time allows, we’ll tackle as many as we can live during the session, and we’ll be sure to answer each and every question directly should we hit our 30 minute mark.
When you think of channel partners, what’s the first thing that comes to mind?- Driving new sales growth
- Channel partners’ revenue growth and profitability
- Improved competitive advantage
What’s missing from this list? Channel partner loyalty.
The Loyalty Effect states that “Making loyalists out of 5% of customers would lead, on average, to an increased profit per customer of between 25% and 100%. The loyalty effect was originally defined by Frederick F. Reichheld and Thomas Teal in the mid-nineties, and the concept “provides a bridge between the world of corporate ethics and the world of hard-core economics.
So today, we’re talking about how your organization can no longer afford to ignore the loyalty effect when it comes to channel partners.
Let’s look at the top three channel partner loyalty failures to determine how the loyalty effect can help.
Partner Loyalty Failure #1. Your Channel Is a Revolving Door
The reason behind channel partner failures? Businesses are using new technologies (and spending valuable budget dollars) like never before to step up their game regarding cloud and data technology, but no one is paying attention to channel partner success.Partners leave as often as they sign up because you’ve delivered a string of stitched-together portals for the management and control of partners without a “wow” factor. Technologies that focus on helping partners succeed will eliminate the channel-partner revolving door.
Partner Loyalty Failure #2. Your Channel Partners are Supplier-Agnostic
Remember that stat from “The Loyalty Effect”? “Making loyalists out of 5% of customers would lead, on average, to an increased profit per customer of between 25% and 100%.” If such a small improvement in customer evangelism has such a great effect on your business, imagine how valuable the loyalty of your partners —your resellers, distributors and agents— could be.Don’t leave room for your channel partners to be supplier-agnostic. Instead, deliver an experience that not only gives them the tools they need, but takes it one step further: Help them deploy content campaigns that will revolutionize the way they interact with prospects.
Partner Loyalty Failure #3. Your Company Fails to Define Value to your Channel Partners
Why do your channel partners go to a competitor when the contract expires? Why don’t they recommend you to other industry connections? If you define your value by delivering a model of collaboration and empowerment, outline a channel experience that’s impossible to ignore, and ask for referrals from mutual industry contacts, your organization will reap the rewards of the loyalty effect.
What are Channel Partners Looking for in a Supplier?
Your channel partners aren’t searching for the lowest priced option or even for a single product in today’s solutions-based environment. Most importantly, they’re not looking for mediocre results with a supplier who is only focused on sales.
Do you have channel-ready solutions for improved communications between your partners and their customers?
Email has become the catch-all for our business lives, making them noisier and more confounding than ever. What happens when you multiply that 10x in the channel, where the announcement of any new training, content, incentive, or tool seems to require a Channel Manager sending an email to an oversaturated, outdated list?
When’s last time you sat-in on a partner’s weekly sales meeting? Or a partner sat-in on yours? Chances are, it’s been a while because, in its very nature, a channel is geographically distributed, as it should be. And because your partners can’t simply turn around to chat with an engineer or fire off an email to a marketing coordinator, they tend to be (or at least feel) left out on an island. Encouraging collaboration, using tools and technology to coach them through processes and guide them to closed deals, and making them feel aligned to your culture and vision are all as critical to building a successful channel as they are to building a your internal team.
Partners want to establish their brand as a market leader. They aren’t interested in manual processes or the same old sales and training methods. Indirect sales and marketing is one of the most important and complex roles in modern-day commerce, and yet countless suppliers continue to be stuck on what have been called the seven most dangerous and expensive words in business: “we’ve always done it this way.” Channel partners are hungry for innovation and leadership.
Messaging and Audience Creation: Partners know they need to sell to a specific target audience, and they want help in identifying and creating relevant content to attract that audience. Just like you, your channel partners don’t market and sell to companies; rather, they market and sell to people. And that’s why the creation and maintainance of buyer personas is one of the most important exercises you can perform for your business – and this exercise needs to be shared with your channel partners.
Data: Partners want to know the reasons behind supplier decisions, and providing access to this data can build trust. Share information such as product roadmaps, success stories and expected changes in the supplier’s business model. Today’s partner wants and should expect great data about, at a minimum, your business, the market, buyer personas, and how to be successful selling your solutions. Big changes without providing data can undermine trust and value.
By working to empower channel resellers through improved communication and innovation, and by focusing on messaging and data, you will be poised to grow not just a strong, effective channel, but a loyal one as well.
Tips for Creating Brand Evangelism in your Channel
Do leverage user-friendly, cloud-based software for communicating with channel partners.
Nothing says “you aren’t part of the group” like leaving someone out of the loop, and it’s easy to forget a vendor when sending product information, warranty updates, or invitations for events. Software helps you manage communications across your channel while including partners in an online community.
Do provide support and training at an individual level for vendor employees.
American business models attempt to integrate suppliers into brand channels in such a way that all elements of the distribution chain work together to facilitate improvements. Providing support at the employee level for partner companies helps ensure your products and services are represented according to your brand and invites loyalty at the individual level.
Do reward channel partners.
Statistics show customers value programs that reward them in various ways for brand loyalty, and you can bring that same ROI to your business channel. Reward partners at a company and individual level for performance that includes not just closed business, but also behavior-based incentives. These might be monetary, recognition, or special perk rewards.
Do facilitate advertising opportunities for local and regional businesses in your channel.
Small and mid-sized businesses can’t always compete in advertising arenas. Collaboration between your brand and companies throughout the channel creates more recognition and better quality advertising than any one entity could manage on its own.
Don’t ignore or delay responses to your loyal partners.
When vendors have to wait days for a call back, they don’t feel like an elite participant in your brand. While prioritization is often necessary, don’t treat smaller partners in your channel differently than larger partners. Each partner is valuable, and small-but-loyal partners can be strong evangelists for your brand.
Don’t create an “us and them” mentality between yourself and your partners.
Brand evangelism works best when vendors and partners feel they are part of the party and can invite others in. Free feedback is a valuable asset, so when your distributors or resellers provide you with constructive criticism, take that information to heart and use it to your advantage by looking for areas of improvement. When interacting with your partners, keep in mind that they are often the link between you and your customers, and you need to maintain a strong bond. To keep them returning to you, rather than moving on to your competitors, you must invest in your relationship, which includes finding a balance between proper communication to ensure results and allowing them enough independence to conduct business as they see fit.
Don’t make partners pant for your product.
When partners are enthusiastic about your brand, they want to share it with others. Do your part to ensure products and services are available as needed. Creating brand evangelists throughout your channel often comes down to common sense, courtesy, and collaboration.
I encourage you to reach out to your partners – heck, do it today -- to find out what you can do to make it easier for them to love your brand.
Now we’d like to open the webinar up to questions from our attendees. If you have a question, please go ahead and enter it in the question field of the webinar control panel.
If you have a large channel of resellers, how do you provide them with authentic content and avoid having them run into each other in the market?
Some partners are interested in having information about certain products or features that aren’t necessary for others. How do you avoid dividing up relevant information without it being someone’s full time job?