Channel Partner Marketing
The customer journey is digital, distributed, and partner-influenced. TCMA is an important channel marketing strategy for organizations that depend on indirect revenue growth. Companies must think beyond corporate marketing alone and create scalable ways to activate partners online.
Why do PMA programs lose partner engagement over time? Partner Marketing Automation (PMA/TCMA) platforms have transformed how companies scale their through-channel marketing. Automation enables more partners to participate, campaigns to run consistently, and performance to be tracked centrally. But many…
As AI continues to reshape the way people search for and consume information, some marketers are wondering whether SEO remains relevant. It is, and some might say it’s more important than ever – for you and your partners. AI-enhanced search…
What leading partner marketers are doing differently, and how you can apply the same strategies. Partner marketing leaders are expected to influence revenue, build scalable programs, and improve the overall partner experience, all while proving ROI. And yet, many programs…
A Partner Marketing Desert is when you look across your partner ecosystem and don’t see your brand. Your product information, value proposition, solution collateral, and even your logo are hard, if not impossible, to find. You may even find your…
Whether your company has experienced layoffs, downsizing, or growth, all business leaders need to be strategic with their management of and investments in their people. For partner marketing leaders, their teams are usually lean, presenting unique challenges. In a recent survey we…
With an uncertain economy, there’s an extra sharp lens on budgets of all kinds, and high on the list of evaluation criteria is ROI. The two main line items for Channel leaders are their people budgets (Channel sales, Partner Account/Business…
“MDF is a pain in the neck.” We hear this from partners, especially the long-tail, SMB partners all the time. But why do they get frustrated by your funding? Shouldn’t they LOVE it? After all, it’s a windfall/financial injection for…
Whether your company has experienced layoffs, downsizing, or growth, all business leaders need to be strategic with their management of and investments in their people. For partner marketing leaders, their teams are usually lean, presenting unique challenges. In a recent survey we…
This is Part 1 of a 6-part series of Through-Partner Marketing Best Practices. Partner marketing touches many parts of an organization. To be successful, through-partner marketing (TPM) must communicate and coordinate early with each internal team. TPM touches corporate channel…