Getting partners to participate in supplier-built marketing programs is an ongoing challenge for many channel marketing teams. Partners tell us they want interesting and innovative programs that are easy to implement and result in real sales opportunities. They also want programs that highlight their brand and value proposition. Not all suppliers provide programs that address these desires.
Covid-19 pushed partner programs that were previously centered on in-person events to digital programs. While live events will undoubtedly return, according to McKinsey¹, more than three quarters of buyers and sellers say they now prefer digital self-serve and remote human engagement over face-to-face interactions. Digital engagement has made it easier for buyers to do their research, understand their buying options, and interact with providers quickly and efficiently to help their decision-making process. Helping your partners embrace digital marketing not only gives them more measurable, cost-effective solutions, but also enables them to promote based on buyer preferences.
Here are three program ideas that embrace digital marketing and provide innovative options for your partners. All of these programs can be funded with MDF, standardized to simplify implementation, and rolled out to your partners with customization options to co-brand them.