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Companies need to treat partners as an extension of their own sales force. But what does that mean? Various strategies have been tried – co-op funds, contests, portals, etc. Yet, most channel partners are weak at marketing, especially content marketing. There is a new approach – branded content shared across the channel. For instance, suppose Data.com has a new white paper. What if 12 different partners could use that as if they had written it themselves? In this webinar, you will learn: - How to treat channel partners as a real extension of your own salesforce. - Why traditional channel partner programs are failing - How content marketing is the new and innovative way for you to drive more $’s through partners. Presented by Jeff Ogden, founder and President of Find New Customers, a demand generation company. He is also the host of the online marketing show, Mad Marketing TV.
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How to Crank Up Partner Revenue
Jeff Ogden, Creator and Host Marketing Made Simple TV
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Tweet: @datadotcom #jigsawcontacts
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WHY DO WE NEED TO CHANGE?
The World Changed
• “More change in the last three years than the prior 30.” The NOW Revolution
• “The Death of Solution Selling.” Harvard Business Review
Online Research
Online sharing
The Result: Buyers need salespeople no longer
Content Has to be Good!
• “If content is not best of breed, buyers will ignore you.” Joe Pulizzi, Content Marketing Institute
• “Content must be YOUsful. Create content they would pay for.” Jay Baer on Marketing Made Simple TV
BUT DIDN’T THE OLD WAYS WORK?
Past channel promotions
1. The sweepstakes approach Spring fling promotion. Three good leads and you win prizes.
2. The Help Us Help You approach Sell for us and win $’s for marketing
3. The periodic update approach Visit the portal and watch our webinar updates
Let’s Look at the Typical Channel Partner
Strengths
• Industry knowledge
• Contacts
Weaknesses
• Old school sales
• Content marketing
THE OPPORTUNITY
Content Marketing Across the Channel
Create Once. Personalize across the Channel
How to do Content Marketing across channel
• Design modular content, e.g. intro, chapter one, two, etc.
• Store modules in content database Ensure they can be assembled to order
• Use technology to Assemble to Order It exists today.
Key Players
• Avitage.com Content marketing approach and tools
• Data.com Contact info that makes it all work
• Find New Customers.com Advice and hand-holding to make it all work for you.
The Fearless Competitor @fearlesscomp Host at marketingmadesimple.tv
Questions?
