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Channel Marketers

As a channel marketer, it’s critical that you engage with the right partners to build programs that establish pipelines and accelerate time to revenue.

Your campaigns and training need to entice partners to maintain relationships with your business, and be different and valuable enough to beat out other companies for those partners’ attention. You also must provide turnkey solutions that make it easy for partners to sell your products and services. But maintaining the collateral, campaigns and strategies for all of this requires high levels of creativity and keen attention to detail.

Allies that help you continually craft branded, strategic and effective programs give you an edge to attract and retain partners. This team needs to drive innovation into your campaigns, and then execute them flawlessly.

We forge strategic alliances with channel marketers to ensure:

  • Your campaigns are strategic, creative and engaging so that your message stands out from the rest
  • You can supply turnkey programs that partners can use with little or no effort
  • You have relevant, packaged collateral for partner use
  • Your training materials are informative and understandable
  • You have measurable, quantifiable results from all programs
  • Your brand guidelines are always met

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Partnering for Channel Marketing Success

Here’s how we helped a channel marketer create an enticing calling day program providing VARs with access to training resources, quarterly challenge programs and a full array of sales and nurture tools.

The Challenge

When Yeager started working with the channel marketer, he expressed the need to reach new VARs and increase engagement with underperforming VARs. The company offered various solutions in the Enterprise IT marketspace, and they needed to show channel sales improvement in all geographic areas, showcasing a different solution each quarter.

Above all, we needed to drive partner engagement for the client by creating an exciting program and offering the right set of information and tools to help them succeed, so they would keep them coming back each quarter.

The Solution

Create.
We developed a themed website that served as a one-stop-shop for partners to run their own quarterly call blitz, to set up leads and appointments, identify prospects for future nurture, and motivate and unify sales efforts.
Combine.
There, they could get everything they needed included training materials, call blitz instructions and best practices, marketing tools and call scripts in multiple languages, and even promotional items to use in the office to help generate excitement.
Clarity.
The site used bright colors, attractive visuals and play-by-play guides and checklists, making the program a lot of fun to use. With the concise navigational structure and clear, motivating copy, the site provided everything the VARs needed to come on board and be successful.

The Results

The visually impactful, content-rich and user-friendly website was a hit with the VARs. The site increased partner engagement and amplified product knowledge, which led to calling day success. The site’s challenge theme resonated with the sales teams globally and provided added incentive for them to re-engage each quarter. It became a reliable platform for the channel marketer to continually offer new marketing programs and challenges as his products and service offerings changed, and it kept him engaged with his VARs in one single, consolidated manner.

This campaign was a finalist for best integrated marketing campaign in the 2016 Content Marketing Awards, and won a platinum award for integrated campaigns in the 2016 MarComm Awards.

Want to see what Yeager can do for your channel marketing?

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