Artificial intelligence or AI, is now a key element in partner marketing strategies. AI helps the different players of the sales ecosystem deliver highly personalized marketing experiences at scale. In this blog, we will explore how AI enhances partner marketing initiatives and discuss its applications across various areas of partner marketing including email marketing, personalized videos, and voice-based marketing.
Let’s first take a look at the different kinds of artificial intelligence mechanisms –
- Artificial intelligence or AI, a capability whereby machines act as if to mimic human behavior
- Machine learning, which is a subset of AI. Machine learning uses statistical methods to enable machines to improve with experience
- Deep learning, which is a subset of machine learning. It makes the computation of multi-layer, neural networks feasible.
AI consolidates partner and prospect data available from various sources to deliver
- Personalized content for marketing, sales and even partner recruitment
- Meaningful reports and analytics that can be used by the various participants in the sales ecosystem to understand their prospects, market trends, lead lifecycle, behavior, preferences in order to engage in more effective marketing and sales
- Significant partner profile and behavioral information to vendors that helps them invest in effective partner programs and tools
Application of AI in partner data acquisition
AI collects, measures, and reports partner data from various sources and makes it actionable.
Utilizing partner data to gain deeper insights into partner personas and enhance partner engagement and relationships is crucial for the success of channel relationships. By leveraging more complete partner data, companies can develop partner programs that are aligned with the needs and preferences of their partners. Examples include understanding partner behavior, their intentions, strengths, and their weaknesses. As a result, vendors can customize their partner programs to facilitate easier marketing and sales of their products. Additionally, analyzing patterns within the partner pool can help identify any recurring issues, such as problems with partner recruitment criteria, that require evaluation and adjustment.
- Partner Recruitment
Partner data plays a vital role in improving partner recruitment efforts in several ways. For instance, having insights into potential partner personas allows companies to target their recruitment strategies towards the most suitable partners. Analyzing partner persona data from top-performing existing partners helps identify the ideal partner profile that yields the best results. Furthermore, understanding potential partner personas helps vendors anticipate partner behavior and adapt their recruitment strategies accordingly.
- Driving Partner Engagement
Access to partner data empowers companies to improve partner engagement By utilizing this information, vendors can optimize their marketing efforts, partner programs, and training and certification modules to maximize partner involvement with their brand.
- Business Planning
The availability of partner data significantly enhances business planning. Understanding the performance of the existing partner network enables companies to plan their channel growth more effectively.
- Prioritization & Automation
Companies equipped with comprehensive partner data insights can better understand and prioritize internal resources and tools.
Next week, we will discuss how next-generation PRM and Partner Marketing platforms leverage AI for partner data acquisition. Stay tuned!
