Selling via channel partners is complicated. Vendors vie for partner mindshare in a highly competitive environment. Keeping channel partners engaged with the vendor’s brand and driving revenue from the channel ecosystem is challenging. But, there’s one simple truth. The success of your partner relationships depends on how easy you make it, as a vendor, for your channel partners to sell your product/services. Partners gravitate towards the brand that sells the most and which sells easily. Because, let’s face it–at the end of the day, they are concerned with their sales revenue more than anything. This blog discusses the role content syndication tools can play in helping vendors make their offerings easier to market and sell.
Content syndication tools help vendors enable their channel ecosystem to engage in local marketing effectively. By deploying a content syndication tool, vendors will be able to share their corporate sales and marketing assets to third-party sites and partner portals for use at the local level by their channel ecosystem. Powerful content syndication tools enable vendors to provide their partners with white-labeled or co-branded content to help build thought leadership and local brand.
Content syndication tools allow vendors to leverage the capabilities of their internal, corporate marketing team while driving leads for their channel partners locally. An example of this is vendors being able to run campaigns and send out emails on behalf of their local channel partners. By allowing vendors to deliver marketing messages created at the corporate level, co-branded & personalized for the local audience, thus driving lead generation for channel partners effectively.
Through content syndication tools, vendors can also help channel partners build their own local brand, that has the vendor’s voice and messaging. Content syndication tools provide partners with the ability to select the content of their choice from the vendor’s corporate content repository and push that to their websites and social accounts. This allows vendors to amplify corporate messaging and brand through their channel ecosystem while helping channel partners enhance their local brand presence across the web and social media platforms.
The benefits provided by content syndication tools are not limited to partner marketing alone. A good content syndication system ensures the messaging across the entire channel ecosystem is consistent and true to the vendor’s brand and corporate messaging. It also allows vendors to see the effectiveness and use of their marketing and sales content at the partner level.
At the end of the day, it all boils down to whether you are making it easier for your partners to sell your products and services. One of the most effective ways to boost partner interaction, adoption, and engagement with a brand is to make your brand the easiest to sell. In a multi-vendor environment, this is the key differentiator when it comes to determining channel success.
