Through-Partner Marketing
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…
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…
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…
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…
This is Part #5 of our Through-Partner Marketing (TPM) Best Practice Series. In this blog, we discuss the importance of a content strategy, and how to maintain consistent, current, and compliant content that powers your Through-Partner Marketing program. This blog…
This is Part #3 of our Through-Partner Marketing (TPM) Best Practice Series, where we will discuss partner communication – what, why, and how – and its importance to the success of your TPM program. The first partner communication will usually…
This is Part 2 of a 6-part series of Through-Partner Marketing Best Practices. This blog isn’t just about funding a MarTech platform, or partner marketing services. It follows the same theme as Best Practice #1 (Cross-Functional Alignment) in that the…
Some time ago, we attended the ImpartnerCON conference where industry channel executives, experts, and agencies all came together to share best practices, trends, new technology, and innovative services in a collaborative forum environment. It was invigorating! Jay McBain, Chief Analyst…
We are a little more than halfway through the year, a time when most leaders are taking stock of business, and Channel leaders are evaluating their partners and programs. You are probably seeing some good success, and there are probably…