When it comes to providing an exceptional partner experience, the first three “Cs” of StructuredWeb’s “5 Cs,” which includes Create, Connect and Communicate, are all basically prep work for what comes next: Convert. That’s because creating great content, then effectively connecting and communicating with partners results in channel partners’ ability to do what vendors ultimately want them to do…convert leads into sales.
Converting more leads is a direct result of creating an enhanced experience for partners. If vendors can’t breakthrough by providing a better experience, then how could they ever expect their channel partners to come through for them.
Vendors can help channel partners convert more leads and enhance the partner experience by providing them with the necessary tools and resources. Here are a few ways:
Through-Channel Marketing Automation (TCMA) platforms are fuel for the conversion engine. TCMA platforms can enhance the overall partner experience by providing a single platform for managing all channel marketing efforts (and all the 5 Cs) – help partners convert leads into sales. The key to the success of TCMA is its automation.
TCMA platforms allow partners to automate their marketing efforts, which can save time and improve efficiency. From pre-built campaigns with co-branding opportunities, to offering a multi-channel approach to lead conversion, TCMA platforms sift through the noise – allowing channel partners to get exactly what they need, when they need it in order to sell.
As we’ll discuss in next week’s blog about the fifth and final C, “Calculate,” the secret sauce to superior TCMA platforms is the ability to make sense of data. Analytics and reporting is a must-have and a no-brainer. Channel partners need to data and reporting that’s seamless, easy to access and immediately available. TCMA platforms provide analytics and reporting tools to track campaign performance and ROI – helping partners identify areas for improvement to optimize their efforts and increase sales.
Automating the lead conversion from start to finish streamlines a process that was previously disjointed and often frustrating for both vendors and their channel partners. By tracking sources, behavior and lead status in real-time, partners can better identify high-quality leads and complete the conversion that is required of them.