Partners are great. You couldn’t conduct a three-legged race without them. You definitely can’t try channel marketing without them. We should identify, develop and sell with partners. Not regard them as the dirty end of marketing.
Buyers don’t want to know why your product’s so great. They want to know what it’ll do for them. It’s time to take the focus away from your pitch, away from your product, and away from your technology. We need to give partners insight-led content that helps them engage with the right people, in the right way.
Don’t forget about your channel marketers. They may not be on the sales frontline, but they’re the ones with the plans. Help them as much as the channel sellers. We call it marketing enablement: training them on every detail of the B2B buyer.
More like one size fits no-one. Clothes come in different sizes for a reason. And it’s no different for marketing. Campaigns must be diverse. Regardless of their budget and capabilities, all of your partners need to be able to use your marketing assets.
Your channel partners should be opening up the field for a gallop down the home straight. Not falling at the first. Partners often stumble when telling customers whatthey bring to the offering. We need to extract this value and create a partner value proposition.
So that’s what we think.Brilliant, we hear you cry. But what can you actually do, you ask.