In today’s competitive business landscape, the strength of a company’s partnerships often determines its success. Traditional partner marketing approaches are no longer sufficient in this dynamic environment. To thrive, businesses must embrace innovative strategies that empower their partners and drive collaboration.
This blog explores three advanced partner marketing approaches: Through-Partner Marketing, To-Partner Marketing, and On-Behalf-Of Partner Marketing. These strategies go beyond conventional methods, offering companies the opportunity to transform their partner ecosystems into powerful networks of advocates.
By empowering partners with cutting-edge digital marketing tools, fostering collaboration, and providing ongoing support, companies can unleash the full potential of their partner ecosystem. This blog delves into key strategies to enhance partner marketing and showcases success stories that illustrate the transformative power of advanced partner marketing approaches.
Conventional Partner Marketing Approaches
To-partner marketing
To-partner marketing refers to marketing the value proposition of the partnership and the vendor’s products/services to the channel partner. To-partner marketing is aimed at existing and prospective partners. To-partner marketing looks at partners the same way corporate marketing looks at customers. To-partner marketing is directed at helping vendors attract, recruit and retain partners. Before signing up a partner, to-partner marketing focuses on attracting them to become a part of the vendor’s partner ecosystem. Content, messaging, marketing campaigns and efforts are directed towards educating the prospective partner and convincing them to see the value the partnership can bring to them. Often, vendors make the mistake of allowing to-partner marketing to take a backseat once the partner signs the partnership contract and is onboarded. However, for successful channel partner relationships, it is important that vendors treat to-partner marketing as a continuous process. Just like how companies wouldn’t stop marketing to customers in order to retain them, vendors also need to have to-partner marketing campaigns in place so as to-
- Keep partner engagement levels high
- Motivate partners to sell for them
- Retain existing partners and grow their partner ecosystem
- Enjoy partner mindshare in a highly competitive channel environment
- Build strong channel relationships
Typically the content and tools shared with channel partners as a part of to-partner marketing campaigns include research papers, information about the industry they operate in–such as industry trends, forecasts, analysis, stories about winning partnerships–such as case studies, testimonials,, etc. To-partner marketing may also include workshops and courses that help partners boost their sales revenue – such as a webinar or training session on best practices to help them sell more and faster. Sharing information about new product/service launches, updates on vendor products/services, etc., also falls under to-partner marketing. In terms of helping partners see value in the relationship with the vendor, vendors may also share information about any updates to the partner program or any other benefits that the vendor may be offering to their partners.
To summarize, we can say that to-partner marketing is a process that starts when the vendor identifies a potential channel partner and continues throughout the relationship, covering partner attraction, recruitment, onboarding and retention. As with any form of partner marketing, one of the goals of to-partner marketing is also to help partners sell more, faster. But, that is secondary. The primary goal is to help potential and existing partners see value in the relationship. While the other forms of partner marketing may be focused on the end-customer, the spotlight of to-partner marketing is always on the partners. In to-partner marketing, the messaging, tools, content, strategy and campaigns are directed at helping partners understand the benefits they will derive from the partnership, from selling the vendor’s products/services.
Through-partner marketing
Through-partner marketing is when the vendor enables the partner with tools, messaging and training to take their product to the market by themselves. Unlike with-partner marketing where the vendor and the channel partners market jointly, in through-partner marketing, the channel partners are primarily responsible for marketing the vendor’s products or services to the end customers. The vendor usually provides the channel partners with the training, product/service education, and marketing collateral they need to market and sell their products. The partners are also provided MDF (market development funds) by the vendor that they can use to invest in additional marketing activities. From the company’s perspective, through-partner marketing is the most agile and theoretically checks all the boxes for which a vendor organization chooses to sell through partners. Through-partner marketing calls for minimal effort from vendor organizations. The channel partners are trained by the vendor, provided with the necessary marketing materials, and then it is largely up to the cannel partners to market and sell the vendor’s products/services.
Through-partner marketing is a more hands-off approach to partner marketing in comparison to with and for-partner marketing. Hence, this form of partner marketing is more suited for partners who are more mature and have the ability, experience and willingness to promote the vendor’s products/services on their own. In through-partner marketing, the vendor’s corporate marketing team typically creates the marketing and sales content and provides it to the partner who is then responsible for amplifying the messaging across different marketing and sales channels. The partner, in such cases, is usually allowed to tailor the messaging to suit their brand narrative as well. Co-branded content plays a big role in through-partner marketing. From the vendor’s perspective, through-partner marketing involves being flexible as a brand and trusting their channel partners to take their products and services to the next level in the market largely on their own.
On-Behalf-Of Partner Marketing
In this approach, you (the vendor) become a superhero for your partners. Vendors employ strategies such as targeted advertisements and specialized web pages designed to generate leads directly for their partners.
By leveraging your own marketing resources and expertise, you can help your partners reach new customers and grow their businesses. This not only makes your partners look exceptional but also serves as a powerful showcase for your products and services.
By embracing these advanced partner marketing strategies, you can transcend the limitations of traditional PRM and partner marketing tools and unleash the full potential of your partner ecosystem. By empowering your partners, fostering collaboration, and providing ongoing support, you can create a powerful network of advocates who are committed to your success.
Key Strategies to Enhance Partner Marketing
Enhancing partner marketing requires a multifaceted approach aimed at empowering partners, driving collaboration, and providing the necessary tools and support for success. Here are some key strategies to achieve this:
1. Advanced Partner Marketing Support
Establish a centralized hub equipped with all the marketing tools and resources necessary for partners to succeed. From email marketing to social media campaigns, ensure partners have the means to execute seamless marketing campaigns with local resonance. This should include:
- A comprehensive library of partner marketing collateral, including logos, brand guidelines, product images, and messaging templates.
- Access to partner marketing automation tools to streamline campaign execution and lead management.
- Training materials and resources to keep partners updated on the latest partner marketing strategies and best practices.
2. Transparent Communication Channels
Maintain open lines of communication through regular strategy sessions and a swift feedback loop. This drives alignment across the board and enables rapid resolution of any issues that may impede progress. Key elements of transparent communication channels include:
- Regular strategy meetings to discuss partner marketing campaign performance, identify challenges, and align on future partner marketing strategies.
- A dedicated channel for partners to provide feedback and raise any concerns they may have.
- Proactive communication from the company’s corporate marketing team, providing partners with updates on new partner marketing campaigns, product launches, and partner marketing initiatives.
3. Comprehensive Performance Analytics:
Success is quantifiable, and nothing demonstrates it better than data. Provide partners with dashboards that track partner marketing campaign performance, identifying areas for celebration and strategic refinement. Key components of comprehensive performance analytics include:
- Real-time reporting on key performance metrics such as leads generated, conversion rates, and ROI.
- Data-driven insights to help partners understand which partner marketing tactics are most effective and where adjustments may be needed.
- Regular performance reviews with partners to discuss partner marketing campaign results, identify areas for improvement, and optimize future marketing efforts.
By implementing these key strategies, companies can empower their partners to drive successful marketing campaigns, enhance collaboration, and achieve measurable results.
Success Stories That Inspire
Adobe’s Partner Ecosystem
Adobe’s commitment to empowering its partners has transformed its ecosystem into a powerhouse of innovation and collaboration. By providing partners with robust marketing resources and ample co-marketing opportunities, Adobe has unlocked a new realm of possibilities, driving revenue growth and market expansion.
Electronics Titan’s Direct Marketing Triumph
Through targeted direct marketing campaigns, a major electronics player doubled its partners’ leads, achieving unprecedented success in a crowded marketplace. By leveraging data-driven insights and personalized messaging, they transformed their partners’ marketing efforts, driving tangible results and solidifying their position as industry leaders.
Sitting on the sidelines with your partner marketing strategy is like sitting on the bench while the big game is happening. You might miss out on all the action, like the chance to reach more customers and make more money. You don’t want your brand to be known for not having a clear message and not reaching enough people. It’s time to get in the game and make your brand stand out!
Imagine upgrading your partner marketing strategy from basic to awesome. It’s like stepping into a bright spotlight. It’s not just a small change; it’s a big step toward making your business bigger and better. When you fully embrace partner marketing, you don’t just build a network; you create a supercharged community ready for success. Are you ready to make your partner marketing even better? Let’s work together to make your brand even stronger!
