Date: December 21, 2021 Author: Sam Oliff — Edit BLOGCAST Prefer audio? Listen to the blog article instead. Welcome to the next in our series highlighting the Five C’s of Channel Marketing: Create, Connect, Communicate, Convert and Calculate where we cover the critical components in any successful channel program. Last round, we covered Create, speaking to the ability to design strategic marketing programs using an effective content creation strategy. Here we feature Connect, perhaps the most important C of all, and one with a bit of a double meaning. Let me explain.

1. Second Stop in the 5 C’s
of Successful Channel
Marketing Programs
CONNECT

2. CONNECT — SECOND STOP IN THE 5 C’S OF SUCCESSFUL CHANNEL MARKETING PROGRAMS
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Welcome to the next in our series highlighting the Five C’s of Channel
Marketing: Create, Connect, Communicate, Convert and Calculate
where we cover the critical components in any successful channel
program. Last round, we covered Create, speaking to the ability to
design strategic marketing programs using an effective content
creation strategy. Here we feature Connect, perhaps the most
important C of all, and one with a bit of a double meaning. Let me
explain.

3. CONNECT — SECOND STOP IN THE 5 C’S OF SUCCESSFUL CHANNEL MARKETING PROGRAMS
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You probably guessed that this is what we mean by Connect — your
ability to effectively connect with your partners to communicate
your brand’s messaging and keep those partners engaged and selling.
Connect with your partners

4. CONNECT — SECOND STOP IN THE 5 C’S OF SUCCESSFUL CHANNEL MARKETING PROGRAMS
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Your partner portal (when done right) is the place to begin
strengthening your partner connections. The portal becomes your
partners’ window into your brand, so show them you’re committed to
making the relationship successful.
How are you connecting now? Are you able to provide a personalized
experience to each partner, localized for their language and delivering
access to just the resources that apply to them? And are you able to
measure the power of your connections with metrics such as logins,
asset downloads and campaign launches? If you’re not connecting in
these ways, you’re missing a tremendous opportunity to grow
channel partner engagement and generate wins together.

5. CONNECT — SECOND STOP IN THE 5 C’S OF SUCCESSFUL CHANNEL MARKETING PROGRAMS
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Here’s another angle on why Connect made our list of Five C’s of
Successful Channel Marketing Programs: connecting your partners to
your content assets and the tools to leverage that content.
Connect your partners to the tools
Partners are strapped for time and resources to develop and deploy
their own campaigns. As a result, their efforts may be haphazard,
inconsistent — or nonexistent. As a brand, when you can connect
your partners with sales and marketing enablement tools, you make it
faster, simpler and more likely that they’ll launch campaigns,
syndicate your social media, host webinars, and generate leads and
sales.

6. CONNECT — SECOND STOP IN THE 5 C’S OF SUCCESSFUL CHANNEL MARKETING PROGRAMS
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Your partner portal is the gateway to those tools, which could include
co-brandable assets, automated go-to-market campaigns,
opportunity and lead management, real-time analytics, and more.
Critically, since partners aren’t all alike, the portal should be flexible
enough to provide each channel partner with the right level of
marketing support by connecting them to the assets, tools and
resources they need to execute marketing successfully.

7. CONNECT — SECOND STOP IN THE 5 C’S OF SUCCESSFUL CHANNEL MARKETING PROGRAMS
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Building strong channel partner connections is essential for any
successful brand — as is connecting partners with the tools and
resources they need to efficiently and effectively market your
solutions.
Connect to success
StructuredWeb’s channel partner marketing automation platform
fully supports the 5 C’s framework with innovative technology and
broad functionality, improving each critical aspect of your company’s
channel partner marketing efforts.
Please join me throughout this series as we discuss how your brand
can leverage the 5 C’s to amplify the effectiveness of your channel
partners. Next up — Communicate!

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