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Capability Targeting: Using The Right Channel Partners The Right Way

Capability Targeting: Using The Right Channel Partners The Right Way


There is a common challenge among technology vendors as their partner marketing efforts continue to shift to digital. They’ve made the marketing development funds available to their channel partners. They’ve produced a great library of digital content. And they’ve often built sophisticated portals to help partners access this content, develop campaigns, and claim MDF. However, only limited numbers of channel partners are making use of these resources, let alone using them successfully to drive sales.

Sales opportunities are going begging because many channel partners lack either the digital marketing expertise or the vendor engagement needed to generate, nurture and convert leads from digital channels. This contributes to an estimated $25 billion in MDF being left on the table by channel partners every year.

How can vendors support partner digital marketing to a greater range of channel partners in delivering effective digital campaigns, and improve the business impact of their MDF dollars?

This is the subject of a joint Dell–bChannels webinar run as part of the recent Channel Engage 2020 event, hosted by Channel Marketplace.  

In the webinar, Dell’s partner marketing and channel engagement experts describe how they are working in partnership with bChannels to identify the true partner marketing capability and intent (brand engagement) of every partner in the company’s channel network. Based on this analysis, partners are classified into four key categories to guide the nature and level of support and interaction needed:

  • Driver – These partners are digitally capable and campaign-ready and already see value in working with the vendor. They are likely able to deal with more funds, which could be focused on Marketing Qualified Leads (MQLs) and building nurture funnels.
  • Desirable – These partners are digitally capable but need to see the value in working with the vendor. They are capable of driving digital campaigns well but are not positioning the vendor brand.
  • Loyal ­– These partners see value in working with the vendor but have low digital capability. While they may be good revenue partners, they have probably relied on events and personal contact to drive sales. Vendors may choose to invest in building their digital capability, or to only give them BANT-qualified lead.
  • Potential – These partners need to see the value of working with the vendor to drive capability and presence improvements. Vendors may choose to invest in developing these partners, on the understanding the partners will focus on their business.

This gives Dell the detailed knowledge it needs to engage the right channel partners on the right activities, provide targeted support where needed and, ultimately, deliver better results from its digital marketing spend.

You can find out more about the bChannels partner marketing capability analysis by downloading our white paper, 'Uncovering channel partners’ digital marketing capabilities',  or contacting us here. 

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