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.
In the webinar, Dell’s partner marketing and channel engagement experts describe how they are working in partnership with bChannels to identify the truepartner marketing capabilityand 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.