5 Keys to Through-Channel Marketing Success

The digital transformation of sales and marketing expands well beyond a company’s own direct marketing strategy – or at least, it should. The World Trade Organization has stated that 75% of world trade flows through indirect channels. For most manufacturers, the final buyers of their products and services are procuring through a sales/distribution partner. Even with the acceleration of direct-to-consumer (DTC) sales, B2B subscription sales models, manufacturer-direct e-commerce sites, and manufacturer marketplaces, a great many buyers are still procuring products as part of solutions that require the expertise and personalized knowledge of their local value-added seller or service provider. While some are predicting the demise of indirect sales channels, we believe they aren’t going away. Too many buyers count on them.

It is incumbent upon manufacturers to extend their own marketing strategy out through and with their partner network. This is where Through-Channel Marketing (TCM) comes in. While channel marketing is not new (manufacturers have been working with their partners for decades), the automation and structure of TCM isrelatively new.  In fact, Forrester Research recently called the through-channel-marketing-automation (TCMA) technology the “third stage for sales and marketing leaders” in the channel and believes that “there will be significant interest in this third stage over the next few years.”

Let’s look at what TCM is, how it includes TCMA, and what’s required to be successful.

What is Through-Channel Marketing?

Through-channel marketing is a strategy. It leverages through-channel-marketing-automation technology platforms to deliver sophisticated, integrated marketing initiatives to, through and with channel partners, at scale. 

Integrated marketing campaigns are fully automated, and include dynamic web content, email, social and search engine marketing. TCM enables manufacturers to expand and control their messaging and ensure brand compliance across hundreds or even thousands of partners, regardless of size or digital maturity, across regions, industries, and even around the world.  

There are many factors that can make or break a TCM strategy. Here are the top 5.

1.  Cross-functional alignment & buy-in is a must

Many people don’t consider how far-reaching through-channel marketing really is within an organization. TCM touches corporate channel strategy, channel sales and development, inbound & outbound marketing, digital and channel marketing.  These functions often report into different departments within the businesses – sales, marketing, corporate strategy, and, at both HQ and in the field.  Successful TCM initiatives have sponsorship from the top. Here’s where they connect:

• ·  Channel Strategy – Channel rules of engagement, channel program and partner go-to-market strategy, MDF measurement
• ·  Channel Sales & Development – Managing & engaging with key partners, leveraging the TCM to build deeper relationships and loyalty
• ·  Inbound Marketing – Extending content and social marketing on every Reseller site
• ·  Outbound Marketing – Extending Email and Search Engine Marketing (SEM) through Resellers
• ·  Marketing Communications – New product launches and key company announcements can leverage the reach of TCM  
• ·  Digital Marketing – Extending digital marketing strategies out through Resellers sites and channels; building partner digital competencies
• ·  Channel Marketing – Add through-channel marketing to your existing to-channel marketing strategies for a more fulsome channel program

Having a common purpose with a cross-functional leader brings all parties together with a joint goal of engaging with more customers, through more partners, to drive more revenue.

2.  Committed Resources to the TCM strategy

Knowing up front what is needed and ensuring those resources are in place is important for any new initiative. Through-channel marketing can absolutely leverage existing people and program budgets – but ensuring they are focused on the TCM initiative is critical.

A.  People Resources 

Someone must lead the TCM initiative and bring the functions together. Typically, this resource will come from the Channel Marketing team. This TCM Leader will be responsible to:

•   Educate the cross-functional team
•   Coordinate the integration of TCM into existing processes
•   Manage the partner recruitment, onboarding, and follow-up
•   Ensure the regular provision and integration of content
•   Liaise with the TCMA vendor and/or the TCM Agency
•   Monitor customer and partner engagement 
•   Monitor metrics and report results

B.  Program Funds 

Of course, there is the cost of the TCMA platform, but there are additional activities to consider that will require either incremental investment, or, better yet, re-allocation of existing budgets:

•   The through-channel marketing automation (TCMA) technology platform
•   Customization of creative marketing content  
•   Search Marketing (SEM) funds to direct search results to partner sites 
•   Marketing the program to your partners
•   Incentives for sales teams and partners to join the program
•   Promotions and campaigns specifically for the TCM initiatives
•   Budget for a partner or agency to help manage the program

3.  Market your TCM program to your partners – What’s in it for them?

Your partners may not be familiar with through-channel marketing, especially the small and medium sized resellers. Your partners are likely not familiar with new, automated processes and solutions, and so it’s important to clearly articulate the program in terms of what’s in it for them.

Some of the common concerns you may run across from your resellers:

·  “I don’t have the internal marketing resources to manage your campaigns.”

·  “I don’t have active social media channels”

·  “My website is old, and not responsive”

·  “My customers don’t buy online”

These potential concerns should not be a surprise. Most partners are small/medium sized, and many don’t have internal marketing teams. Forrester Research recently reported that out of 600,000 global technology resellers, 90% are SMB, with an average employee count of 8. That’s a large number of partners with scarce internal resources. They need your help. 

The marketing and education are critical to a successful TCM program launch.  Your partners need to understand that TCM with an automation platform will, in fact, solve most of these problems for them – without the need for any internal marketing resources to manage it.

Here’s what’s in it for them:

•   It helps them to build their own brand
•   It builds their credibility
•   Immediately provides a more dynamic site experience for their customers
•   No marketing resources required from them. They “set it and forget it.”
•   They always have the most current, brand-compliant OEM information on their site, and at their fingertips
•   Increased traffic to their site 
•   Leads from automated campaigns and engaging content
•   A richer and more active social media presence 
•   Guaranteed compliance with Vendor programs and requirements

The TCM Leader needs to build this messaging, and work with the channel sales and development teams to communicate it clearly to recruit partners and get them excited about the benefits to them.

4.  Build TCM into Existing Marketing Processes

Through-channel marketing done right can leverage existing marketing investments, budgets, content, assets, processes, and campaigns, avoiding costly re-work.  Here’s how to do it:

1.  Map out all the content required for the TCM initiative. For example: 

•   Showcase and landing pages
•   Banners
•   High-value documents and videos
•   Social media content
•   Email marketing
•   Search engine marketing 

2.  Now, look at your list. How many of those items are already in your marketing plan? The answer is probably – All of them.

3.  The next step is to identify the requirements that are unique for your TCM initiative.  For example, you might need banners or images in a specific size to work in the TCMA platform.  Or you might need to tweak the copy in your emails or social posts so that the context is appropriate coming from the Reseller, instead of from you directly. It is a heck of a lot easier to adjust and tweak than it is to create new content from scratch. 

4.  Leverage the work you’re already doing. Build these requirements into your existing quarterly marketing processes and get more return from your current investments.

5.  Analyze, Communicate & Show the Value

Because a TCM program leverages automation and because your partners “set it and forget it”, it is easy for them to forget the work that is being done for them in the background every day.  If you have integrated search and lead generation, partners are likely seeing leads flow in.  But there is more. You want your partners to value the program and you want them to continue to participate in your program.

·  Communicate regularly to stay top of mind

·  Tell them what you are doing for them. Give them metrics they care about.

•   How their own brand is being promoted – Share the thousands of views of your content that were seen in the partner’s own brand. Reach & Impressions on the partner’s social channels, web site, and Google search
•   Traffic and engagement from potential buyers –clicks on search marketing, social posts and across landing pages are real customer visits to the partner’s site
•   Customer engagement – Downloads of content, leads, and which content had the most activity from potential buyers
•   Leads – Customers in active buying cycles that are downloading gated content and filling out lead capture forms

And, of course, your internal teams that have a stake in your TCM program want to see the ROI on the activities and investments.  All the metrics above can be shared in aggregate to demonstrate how much farther your own messages and content are being promoted, and how much engagement customers have with your content across all your partners.  In addition, you can also compare performance among the partners.

•   Your channel sales and operations teams will be able to compare partners for digital engagement, maturity, and growth. 
•   Your finance team will have new metrics on how market development funds are being used across partners and returns from channel marketing activities.
• ·  Your inbound marketing teams will have metrics to claim, including customer visits, traffic, content engagement, click-through and conversion rates, and leads.
•   Outbound marketing teams will have metrics from the email and search campaigns, including impressions, engagement, leads and revenue.
•   Over time, you can identify your top partners in the TCM program and correlate loyalty and revenue growth.

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Through-channel marketing works when it’s well thought out, when it has cross-functional organization buy-in, and when it’s measured and shared internally and with your partners.  It can be as simple or as robust as you desire.  In fact, we would recommend that you start simple and build additional components and partner benefits over time.  Having strong marketing leadership and tight integration with existing channel sales and marketing functions are critical to a successful partner marketing program.  And finally, tight oversight with metrics keeps the program on track, keeps partners highly engaged, and helps the marketing organization maintain management and financial support for their investments.

AscendX Digital Inc. specializes in helping manufacturers and distributors optimize their through-channel and partner marketing strategy. We can help you build the strategy and get buy-in across your organization, including helping companies integrate it into existing processes. If you want to learn more about the value that an agency like AscendX Digital would bring, and how you can increase your own ROI, here’s a link to a short video on the 8 reasons why it’s a good idea.  Whether you have a TCMA investment that needs some strategic and/or operational support, or if you are looking for a fully managed solution, AscendX Digital can help. 

Want to explore Through-Partner Marketing for your organization, or get a free assessment of your current program?  Schedule a time with us here.

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