Supercharge Your Channel Marketing Program for Better ROI

In the evolving world of B2B marketing, businesses that rely on channel partners like dealer and distributor networks face a unique set of opportunities and challenges. While these partnerships offer extended reach and localized expertise, ensuring their success requires more than just providing products for them to sell. It demands a strategic and supportive marketing approach that mirrors the dedication companies show their end customers.

This involves building robust channel marketing programs that are not only effective but also easy for channel partners to leverage, backed by dedicated support and a keen understanding of the evolving digital landscape.

Here are five ways to upgrade your channel marketing program to maximize results and minimize the marketing burden:

1. Provide a dedicated channel marketing team, not just a platform or system

Technology is essential in any channel marketing program; however, it doesn’t replace a team of marketing professionals. Good channel marketing strategy calls for both technology and a marketing support team to provide the best level of service to channel partners.

The dedicated team of marketing professionals should focus on supporting the channel partners in their local marketing efforts. Offer an easy way to reach the team through phone and email and allow the team to proactively reach out to the network. As the relationship grows, the marketing team should come to be seen as an extension of the corporate marketing team and an invaluable resource. 

When you’re ready to add marketing tech, make sure you consider what your dealers and distributors actually need. If your network finds the channel marketing system/platform clunky or counterintuitive, they won’t use it. We recommend starting with a channel marketing platform to manage your existing co-op program. We’ve seen many clients succeed by taking this approach first and then supplementing the technology platform with additional functionality and features to build a network-wide digital marketing program. 

2. Meet channel partners where they are and consider digital marketing solutions

Marketing is typically one of the last tactics on a dealer’s to-do list, which is why it’s so important to keep rules and policies for participation simple and easy to understand. Keep policies short and succinct and eliminate unnecessary obstacles for channel partners to take advantage of the program.
 
For example, a clear, simple policy might state: All marketing tactics must include the approved logo. Or: All marketing tactics must be preapproved by the corporate marketing team. Brands should also consider having simple opt-in marketing programs and campaigns that their channel partners can access via a quick download or electronic sign-up. Channel partners wear several hats in their business and appreciate opt-in marketing campaigns and tactics that support the brand and are more cost-effective and quick to deploy.

For a marketing co-op program, align to what channel partners are interested in promoting. A well-rounded program includes a variety of marketing tactics, such as print, digital, media, and traditional marketing opportunities. By providing tactics that support a comprehensive approach, you show channel partners that the company stands behind its network, offers the marketing tools and resources they need to succeed, and understands what is important to them. Plus, for channel partners who want to do their own marketing, you can provide scaled resources that avoid competing with other partners or corporate initiatives. Creating digital marketing packages that can be personalized and customized with easy-to-follow instructions can also drive efficiency and scale. In addition, digital marketing has a learning curve and might not be an area a dealer is comfortable with. Having a team of experts helps make it easier to make strategic decisions.

One way we’ve seen clients succeed is having their channel partner network outsource their digital marketing to SEM experts at an agency, such as 2RM. This gives channel partners an integrated approach that can create strategic scale for their businesses while taking a significant burden off their shoulders. The outsourced digital team can also develop an ongoing process of customizing channel partner information, monitoring success, and optimizing regularly.

3. Provide ongoing marketing education for channel partners

Marketing knowledge and marketing spend go hand in hand. Research shows that whether channel partners choose to execute marketing activities on their own or have someone else do it for them, they all want and need to be educated on marketing best practices and trends. Many of your channel partners are business owners, and they want to understand the impact marketing can have on their business — specifically return on investment (ROI). Provide them with educational resources and training on the fundamentals of marketing so they can make the most effective decisions for their business. 

4. Leverage data to drive channel marketing strategy

Using data is a great way to develop and defend your channel marketing strategy. What tactics are performing the best? What tactics are your channel partners utilizing the most? What tactics can be scaled most easily? The answers will help you determine the most effective channel marketing strategies. You’ll find the greatest return on investment by scaling high-performing tactics. Once a marketing strategy is in place, monitor the data for improvements or changes.

It’s also important to use data to show your channel partners the benefits of your marketing efforts. How are your marketing tactics converting into their leads? Provide a customized report that includes metrics like website, paid search, local listing, and social performance along with industry benchmarks and data on their co-op marketing activity. These metrics will offer a tangible representation of how their loyalty to your brand benefits them. It also provides a sense of ownership and a greater understanding of marketing — powerful tools for increasing engagement. 

5. Optimize your co-op budget program

A well-structured and efficiently managed co-op program is a powerful tool for incentivizing partner marketing activities and maximizing your ROI. Clearly define rules and policies regarding brand compliance, vendor selection, eligible tactics, competitor references, and claim submission deadlines. Invest in dedicated resources to ensure a seamless claim submission and approval process. Implementing preapproval for marketing tactics can prevent future complications. Finally, keep partners regularly informed about the status of their co-op budgets to encourage proactive planning and consistent marketing efforts throughout the year.

Investing in Channel Partnership for Mutual Growth

Upgrading your channel marketing strategy by integrating robust support, streamlining programs, and embracing the digital landscape is not just an expense; it's a strategic investment in the growth and success of your channel partners — and ultimately, your own brand. By prioritizing their needs, providing them with the tools and knowledge they need to thrive, and demonstrating your unwavering commitment to their success, you can forge stronger, more profitable partnerships that drive sustainable growth in the years to come.

Interested in improving or implementing a channel marketing program for your products or services? Contact us to learn how to empower your network.