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Channel Partner Engagement

33% SURGE IN CHANNEL PARTNER ENGAGEMENT

Plus a Record for Co-op Fund Utilization

Channel Partner Engagement
THE CHALLENGE
INSIGHT & STRATEGY
THE SOLUTION
BUSINESS IMPACT

transforming channel marketing into a true advantage

THE CHALLENGE

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In an industry where 40% of co-op marketing dollars typically go unused each year, Pioneer — a global agriculture brand — faced a competitive business challenge: transforming their channel marketing program into a true competitive advantage.

At Two Rivers Marketing, we know that exceptional channel marketing programs require more than great technology. They demand a team that understands the intricacies of a client’s business and the unique needs of the channel partners, and then works tirelessly to support them with full-service solutions tailored to their individual business needs and local or regional competitive pressures.

OUR GOAL

Transform channel partner marketing effectiveness by creating a program that maximizes co-op fund utilization, drives revenue growth, and strengthens brand loyalty — all while minimizing the operational burden on dealers.
 

OUR REALITY

Research showed that channel partners focused primarily on sales and service, and viewed marketing as a lower priority. In addition:

  • Tech-focused solutions can create complexity, leading to low program adoption and frustration
  • Many co-op program experiences include complex rules, administrative hassles, and a lack of personalized service

To build and launch a successful program, the real challenge wasn’t technology — it was understanding and supporting the people driving the front-line businesses.

INSIGHT & STRATEGY


Our preliminary research into dealer marketing needs revealed a crucial insight:

The most sophisticated marketing platform would fail without addressing the fundamental need for human connection and personalized support.

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Studies show that dealers working with dedicated teams report a 25% increase in operational efficiency within the first year of collaboration. 

Our Approach:

  1. Use decades of experience working directly with dealers and distributors
  2. Build trust and relationships with channel partners to ensure their needs are consistently met and their local market factors are taken into consideration
  3. Customize programs to meet partners at their current marketing maturity level and elevate them as they engage further
  4. Develop UX-focused technology that makes co-op fund management easier, not more challenging

THE SOLUTION

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Over many years of working with a diverse client roster, we recognized a need to address the gaps our clients were experiencing with their channel marketing technology platforms. As a result, we decided to pull all of our channel marketing agency teams into a multi-phased UX workshop. We beat up existing programs, put sticky notes on walls, talked about our ideal offering, and compiled a list of every possible variation and feature we’d ever dreamed of in a technology platform.

 

We revolutionized the traditional channel marketing program through our 2RM Channel Marketing Studio platform and our people-first approach. We combined powerful technology with high-touch personal service. 2RM Channel Marketing Studio ensured co-op programs provide real-time visibility to fund tracking and other key program metrics — not only for dealers, but for all levels of field managers and internal leadership roles. 

We also made sure the program communications were delivered in a variety of ways — printed collateral, webinars, email, text messages, and in-person regional presentations. The marketing support we outlined ensured that all levels of marketing sophistication were addressed. As a result, the most basic needs (such as a logo) all the way to marketing strategy were fully supported. For Pioneer we knew our approach would support their dealers in a new way, driving local marketing engagement and loyalty for selling this brand over competitors — something they hadn’t done before.

71% 

of partners struggle with 
program complexity

our solution focused on simplification and support

Key elements include:

  • Custom reward programs that incentivize engagement while helping top channel partners build their individual brands

  • Centralized platform providing real-time metrics, customizable materials, and streamlined co-op claims processing

  • Full-service agency support team delivering personalized strategic guidance, individualized marketing plans, and custom creative solutions

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BUSINESS IMPACT

 

39% INCREASE IN CO-OP CLAIMS SUBMITTED, 

driving higher utilization and bucking the industry trend of unused funds

33% GROWTH IN DEALER ENGAGEMENT, 

aligning with research showing effective partner programs can drive over 26% of organizational revenue

OVER 20% RISE IN UNIQUE DEALERS 

seeking strategic marketing support from the 2RM team

“
Two Rivers Marketing asks a lot of questions to understand more about me and my agency and what I want to accomplish, then they start putting the pieces together. They’re not coming in saying, ‘You should do this or do that’ or cookie cuttering it. Every agency is unique — they understand that


- One Dealer's Feedback

YOUR OBJECTIVES MAY DIFFER — OUR SOLUTION ADAPTS.

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Two Rivers Marketing will help you build brand relevance, transform your customer relationships, and drive real change for your business. Let's talk.

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