The document discusses different types of channel partners using metaphors of fairytale characters. It describes seven common partner types - the Sleeping Giant, Golden Goose, Frog Prince, Cunning Fox, Troll, Knight in Shining Armour, and provides insights into identifying each type and strategies for maximizing their value to the business. The overall message is that understanding your different channel partners and tailoring your approach is important for channel success.
Matt Michalewicz of Complexica Pty Ltd, a sponsor company at the marcus evans CMO Summit 2016, on using software robots to make better sales and marketing decisions.
Interview with: Matt Michalewicz, Managing Director, Complexica Pty Ltd
What's NEW in Guerrilla Marketing - Tony Robbins' Business Mastery LondonOrvel Ray Wilson, CSP
International keynote speaker Orvel Ray Wilson, CSP presents a 3 hour session on "What's NEW in Guerrilla Marketing" at Tony Robbins' 2013 "Business Mastery"event in London.
When you work with a RE/MAX agent, you’re the top priority. Your goals become the agent’s goals. From start to finish, your agent is focused on your unique needs and wants, guiding your transaction with energy and attention to detail. Buy or sell with a RE/MAX agent who can help you get the results you’re looking for.
Women in marketing awards 2010 ceremony presentationCIM London
The Women in Marketing Awards from The Chartered Institute of Marketing celebrate excellence in marketing by women and for women in the Greater London region. This is a fantastic opportunity to showcase your work and be recognised for your achievements. This year's deadline for entries is 6 September 2012 and the winners will be announced at the ceremony on 7 November 2012 at Altitude 360 London.
Matt Michalewicz of Complexica Pty Ltd, a sponsor company at the marcus evans CMO Summit 2016, on using software robots to make better sales and marketing decisions.
Interview with: Matt Michalewicz, Managing Director, Complexica Pty Ltd
What's NEW in Guerrilla Marketing - Tony Robbins' Business Mastery LondonOrvel Ray Wilson, CSP
International keynote speaker Orvel Ray Wilson, CSP presents a 3 hour session on "What's NEW in Guerrilla Marketing" at Tony Robbins' 2013 "Business Mastery"event in London.
When you work with a RE/MAX agent, you’re the top priority. Your goals become the agent’s goals. From start to finish, your agent is focused on your unique needs and wants, guiding your transaction with energy and attention to detail. Buy or sell with a RE/MAX agent who can help you get the results you’re looking for.
Women in marketing awards 2010 ceremony presentationCIM London
The Women in Marketing Awards from The Chartered Institute of Marketing celebrate excellence in marketing by women and for women in the Greater London region. This is a fantastic opportunity to showcase your work and be recognised for your achievements. This year's deadline for entries is 6 September 2012 and the winners will be announced at the ceremony on 7 November 2012 at Altitude 360 London.
Actionable Tips For Selling Into Challenging, Niche MarketsSales Hacker
What You'll Learn:
- Ways to better understand the industry you're prospecting into
- How to create pressure on your prospects (in a good way)
- How to demonstrate the value of your solution in terms your prospects understand
- How to help your prospects overcome the fear of change
- How to have empathy when selling to niche industries
Marketing for Manufacturing with Wakefield Manufacturing ForumDave Pannell MCIM
Many manufacturing companies still rely on pre-Internet strategies to find new business, but with customers becoming unwilling to directly engage with a supplier until late on in their decision-making process, traditional opportunities to directly ‘sell’ have become limited.
These slides made up a three-hour 'marketing for manufacturers bootcamp' in conjunction with Wakefield Manufacturing Forum as part of Wakefield Business Week.
Slides 1-20
Business growth expert Mark Prince talks about why a manufacturer has to first create a point of difference and embrace how the world of business has changed. Young, agile companies are disrupting every industry and manufacturing is no different.
Slides 21-62
The Chartered Institute of Marketing's Ambassador for Manufacturing Dave Pannell looks at the changing behaviour of the industrial buyer and explores the culture clash between marketing and manufacturing. Dave then explains the strategies for marketing a manufacturing company, from company branding to marketing to your own team.
Slides 63-87
Sales guru Stewart Leahy then talks about digital marketing tactics, and how websites really generate referrals by being part of a wider strategy of digital marketing activity - including Google PPC, email marketing and remembering to pick up the phone!
Download the accompanying free guide Marketing for Manufacturers here:
http://tdmuk.com/marketing-for-manufacturers
What investors are looking for in your pitch deck Infocrest
For raising money for your business, having an
impressive pitch deck is an essential component. A great pitch deck gets potential investors excited about your idea and
engages them in a conversation about your business,
hopefully leading to investment. What are the key elements investors are looking in your pitch deck? Here is the answer
The problem with channel sales model is that businesses may have unrealistic expectations. As a result, they are surprised when the results from each new partner are a disappointment.In this whitepaper, we discuss these unrealistic expectations.
Every three years we conduct global research
into “What it Takes to Win Business” based on
the perspectives of 178 global Buyers and Sales
Professionals from a range of industry sectors.
We use the findings to help our clients understand
how their customers make their buying decisions,
become more customer-centric and improve their
win/loss ratio.
Rediscover and reconnect with your brand in our SynergyHSV Branding Workshop. We’ll solve your biggest brand strategy challenges.
Learn how to establish you own brand and critique others. Come with questions and a hungry mind. Suitable for new & established businesses, marketing staff and serious design students.
A Brand Bible is a document that covers everything about your brand. It details your company, industry, brand pyramid, brand values and personality, competition, reason for being and also helps readers understand your brand voice and persona as well as your audience. This is a vital marketing tool for anyone serious about building brands for their company or for themselves. From the former Chief Marketing Officer of Google Play - Patrick Mork
This is a primer for entrepreneurs on the art of maximizing value in the sale of a business. Rule #1: Run your business as though it will be sold tomorrow. That way, you will always be in the best possible position to take advantage of rapidly changing market circumstances, including extracting the best deal from unsolicited offers to sell.
How RosettaBrand's Publishing Audit Helps Brands Become Better Storytellers RosettaBrand
What does it mean to become a storyteller? What makes a good story? Does a brand really need to tell a story? The first and second questions often prompt an endless influx of ideas and opinions. But the third should always be met with a resounding yes.
Learn More www.RosettaBrand.com
Mårten Mickos' slides from April 2011
see also http://aaltoes.com/2011/04/marten-mickos-never-work-for-a-large-company-unless-youve-created-it-yourself/
Influencer marketing for brands what you tube and instagram can teach you abo...MarketingForum
In the next few years, brands are on track to spend billions of dollars on influencer marketing. This form of marketing―currently utilized with great success on Instagram and YouTube―is not a short-lived fad, but a tectonic shift for the future of digital advertising. It's the way of the future, and the responsibility is on business leaders to keep up.
Modern marketing professionals looking to adopt influencer marketing for their brands face equally modern challenges. Like finding the right talent, tracking and measuring results and quantifying how this new marketing opportunity aligns with the overall strategy. Influencer Marketing for Brands is the field guide for the digital age. After working with hundreds of brands from across the globe, author Aron Levin shares his insider knowledge gained from research, strategy, and hands-on experience from more than 10,000 successful collaborations with influencers on Instagram and YouTube. He provides you with valuable insights that help you eliminate guesswork and avoid common mistakes. More importantly, he shows you how to turn influencer marketing into a scalable and sustainable marketing channel.
The digital media landscape grows more complicated by the hour, and influencer marketing is no exception. Influencer Marketing for Brands breaks down the art and science of influencer marketing and helps you synthesize, contextualize and transform this new way of creating and distributing content with powerful formulas, proven strategies, and real-world examples.
The State of Customer Devotion in UAE Retail: Part TwoICLP_Loyalty
If you believe your customers are cheating on you with other retail brands, it is time to focus your attention on strategies that can create true customer devotion. Part two of our customer devotion series focuses on the levers you can pull to achieve a loyal customer base.
The State of Customer Devotion in UK Retail: Part TwoICLP_Loyalty
If you believe your customers are cheating on you with other retail brands, it is time to focus your attention on strategies that can create true customer devotion. Part two of our customer devotion series focuses on the levers you can pull to achieve a loyal customer base.
Actionable Tips For Selling Into Challenging, Niche MarketsSales Hacker
What You'll Learn:
- Ways to better understand the industry you're prospecting into
- How to create pressure on your prospects (in a good way)
- How to demonstrate the value of your solution in terms your prospects understand
- How to help your prospects overcome the fear of change
- How to have empathy when selling to niche industries
Marketing for Manufacturing with Wakefield Manufacturing ForumDave Pannell MCIM
Many manufacturing companies still rely on pre-Internet strategies to find new business, but with customers becoming unwilling to directly engage with a supplier until late on in their decision-making process, traditional opportunities to directly ‘sell’ have become limited.
These slides made up a three-hour 'marketing for manufacturers bootcamp' in conjunction with Wakefield Manufacturing Forum as part of Wakefield Business Week.
Slides 1-20
Business growth expert Mark Prince talks about why a manufacturer has to first create a point of difference and embrace how the world of business has changed. Young, agile companies are disrupting every industry and manufacturing is no different.
Slides 21-62
The Chartered Institute of Marketing's Ambassador for Manufacturing Dave Pannell looks at the changing behaviour of the industrial buyer and explores the culture clash between marketing and manufacturing. Dave then explains the strategies for marketing a manufacturing company, from company branding to marketing to your own team.
Slides 63-87
Sales guru Stewart Leahy then talks about digital marketing tactics, and how websites really generate referrals by being part of a wider strategy of digital marketing activity - including Google PPC, email marketing and remembering to pick up the phone!
Download the accompanying free guide Marketing for Manufacturers here:
http://tdmuk.com/marketing-for-manufacturers
What investors are looking for in your pitch deck Infocrest
For raising money for your business, having an
impressive pitch deck is an essential component. A great pitch deck gets potential investors excited about your idea and
engages them in a conversation about your business,
hopefully leading to investment. What are the key elements investors are looking in your pitch deck? Here is the answer
The problem with channel sales model is that businesses may have unrealistic expectations. As a result, they are surprised when the results from each new partner are a disappointment.In this whitepaper, we discuss these unrealistic expectations.
Every three years we conduct global research
into “What it Takes to Win Business” based on
the perspectives of 178 global Buyers and Sales
Professionals from a range of industry sectors.
We use the findings to help our clients understand
how their customers make their buying decisions,
become more customer-centric and improve their
win/loss ratio.
Rediscover and reconnect with your brand in our SynergyHSV Branding Workshop. We’ll solve your biggest brand strategy challenges.
Learn how to establish you own brand and critique others. Come with questions and a hungry mind. Suitable for new & established businesses, marketing staff and serious design students.
A Brand Bible is a document that covers everything about your brand. It details your company, industry, brand pyramid, brand values and personality, competition, reason for being and also helps readers understand your brand voice and persona as well as your audience. This is a vital marketing tool for anyone serious about building brands for their company or for themselves. From the former Chief Marketing Officer of Google Play - Patrick Mork
This is a primer for entrepreneurs on the art of maximizing value in the sale of a business. Rule #1: Run your business as though it will be sold tomorrow. That way, you will always be in the best possible position to take advantage of rapidly changing market circumstances, including extracting the best deal from unsolicited offers to sell.
How RosettaBrand's Publishing Audit Helps Brands Become Better Storytellers RosettaBrand
What does it mean to become a storyteller? What makes a good story? Does a brand really need to tell a story? The first and second questions often prompt an endless influx of ideas and opinions. But the third should always be met with a resounding yes.
Learn More www.RosettaBrand.com
Mårten Mickos' slides from April 2011
see also http://aaltoes.com/2011/04/marten-mickos-never-work-for-a-large-company-unless-youve-created-it-yourself/
Influencer marketing for brands what you tube and instagram can teach you abo...MarketingForum
In the next few years, brands are on track to spend billions of dollars on influencer marketing. This form of marketing―currently utilized with great success on Instagram and YouTube―is not a short-lived fad, but a tectonic shift for the future of digital advertising. It's the way of the future, and the responsibility is on business leaders to keep up.
Modern marketing professionals looking to adopt influencer marketing for their brands face equally modern challenges. Like finding the right talent, tracking and measuring results and quantifying how this new marketing opportunity aligns with the overall strategy. Influencer Marketing for Brands is the field guide for the digital age. After working with hundreds of brands from across the globe, author Aron Levin shares his insider knowledge gained from research, strategy, and hands-on experience from more than 10,000 successful collaborations with influencers on Instagram and YouTube. He provides you with valuable insights that help you eliminate guesswork and avoid common mistakes. More importantly, he shows you how to turn influencer marketing into a scalable and sustainable marketing channel.
The digital media landscape grows more complicated by the hour, and influencer marketing is no exception. Influencer Marketing for Brands breaks down the art and science of influencer marketing and helps you synthesize, contextualize and transform this new way of creating and distributing content with powerful formulas, proven strategies, and real-world examples.
The State of Customer Devotion in UAE Retail: Part TwoICLP_Loyalty
If you believe your customers are cheating on you with other retail brands, it is time to focus your attention on strategies that can create true customer devotion. Part two of our customer devotion series focuses on the levers you can pull to achieve a loyal customer base.
The State of Customer Devotion in UK Retail: Part TwoICLP_Loyalty
If you believe your customers are cheating on you with other retail brands, it is time to focus your attention on strategies that can create true customer devotion. Part two of our customer devotion series focuses on the levers you can pull to achieve a loyal customer base.
Join us and our cast of channel characters as we journey through the channel nightmare with a fairytale ending.
To make channel partnerships a success story, you need to understand the characters you are working with – and the value they bring to your business. Some will be heroes; others may not be all they seem on the surface.
To help you identify your most profitable channel partnerships,
consider these personas and behaviours for the most common partner types.
Read on to discover whether you’re working with a profitable
Golden Goose or a more troublesome Troll.
Webinar: Finding the "right partner" needles in the channel haystackICLP_Loyalty
During our recent webinar, we revealed how some of the world’s leading technology vendors are tackling the challenges of partner recruitment
Explore the 14 rules that will help you identify the best partners to target, and utilise technology to more effectively support partner acquisition programmes.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
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.
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
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
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
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
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.
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.
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
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
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.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
1. The Channel Fairytale
Join us and our cast of channel characters as we journey
through the channel nightmare with a fairytale ending.
2. Long ago in a land far, far away, companies
that sold through the channel had only
three things to worry about –
Product quality
Availability
Distribution
Their channel partners did the rest.
3. For many, the channel fairy tale
has turned into a nightmare, with
complexity that makes measuring
and managing channel partner
performance far harder.
4. To make channel partnerships a success story, you
need to understand the characters you are working
with – and the value they bring to your business.
Some will be heroes; others may not be
all they seem on the surface.
To help you identify your most profitable channel partnerships,
consider these personas for the most common partner types.
Read on to discover whether you’re working with a profitable
Golden Goose or a more troublesome Troll.
Meet the full cast…
5. Who are they?
Large, top tier partners who are slow to embrace change.
How can you spot them?
Infrequent buyers who focus on selling the same products
they’ve always sold rather than creating ongoing demand.
How do you waken the Sleeping Giant?
From training to technology, identify the areas where they
are most drowsy, and use benefits and incentives/rewards
to influence change and drive engagement.
www.iclployalty.com/find-your-fairytale-channel-partner/
he Sleeping Giant
6. he Golden Goose
Who are they?
Smaller, innovative partners who are full of
enthusiasm and ideas.
How can you spot them?
Strategically aligned with your vision, creating innovative
solutions and engaging with you regularly.
How do you protect a Golden Goose?
Prevent competitors from luring them away with
unpublished VIP tracks that “surprise and delight”
and drive loyalty and advocacy.
www.iclployalty.com/find-your-fairytale-channel-partner/
7. Who are they?
Small to mid-sized vertical/niche specialists who aren’t always
transacting themselves.
How can you spot them?
Influencers known to analysts and agencies who are interacting
with your top partners and appearing in industry news.
How can you release the
Frog Prince from his spell?
Build influencer-led communications program and
focus on recognising, supporting and rewarding their
efforts to educate the market on your behalf.
www.iclployalty.com/find-your-fairytale-channel-partner/
he Frog Prince
8. he Cunning Fox
Who are they?
Smart, technology-focused partners whose
transactions are difficult to predict.
How can you spot them?
Regularly engaging with your emails,
events and partner portal.
How can you stay one step
ahead of the Cunning Fox?
Align incentives and benefits with their irregular
buying behaviors, and support their growth by
arming them with the right tools.
www.iclployalty.com/find-your-fairytale-channel-partner/
9. Who are they?
Box movers buying and selling in volume but
failing to invest in longer term strategies.
How can you spot them?
Posting large sales numbers but purchasing
legacy products and failing to grow their
business with you.
How can you tame a Troll?
Build a strategic relationship with joint growth goals
and business building rewards benefits that encourage
them to move away from cash rebates.
www.iclployalty.com/find-your-fairytale-channel-partner/
he Troll
10. Who are they?
High-selling, early adopters that are experts in their sector.
How can you spot them?
Advocates for your brand who deliver fast sales growth
and introduce you to new verticals and technologies.
How can you hold onto a hero?
Celebrate these partners with a formalized relationship
that offers them unique rewards, 1:1 support and the
opportunity to grow their prestige through events,
content and case studies.
www.iclployalty.com/find-your-fairytale-channel-partner/
Shining Armour
he Knight in
11. Ready to start your
Fairytale journey?
Find out more about each of our fairytale
channel partner personas, and delve
deeper into what makes them tick and
the actions you can take to unlock the full
potential of your channel partnerships.
www.iclployalty.com/find-your-fairytale-channel-partner/
12. The Partner Loyalty Cube is a unique creation by ICLP, the worldwide
leaders in loyalty strategy and solutions for over 25 years. From our
experience running the global loyalty programme for one of the world’s
largest semiconductor manufacturers on the planet, we know there is a
better way to generate higher revenue and profit from the channel.
ICLP builds loyalty and creates devotion for both B2C and B2B
companies with complex sales channels.
We give customers and channel partners compelling reasons to
engage, spend more and become loyal advocates –while delivering
commercial results.
To find out more about how we can help you improve your
channel performance, please get in touch.
channel@iclployalty.com
www.iclployalty.com/channel-loyalty/
