Channel Marketing

Amplify Your Partner Sales Engine

Build a Powerful Partner Marketing Program with our Channel GPS

Engage & Activate Partners

Partner Marketing Expertise To Support Your Success

Getting partners to participate in supplier-built channel marketing programs and use market development funds is an ongoing challenge for many marketing teams. Partners want interesting and innovative programs that are easily implemented, result in real sales opportunities, and highlight their brand and value proposition, yet few supplier programs address all of these desires.

Our Channel GPS offerings give partner marketing teams access to high-value programs and capabilities that are attractive to partners and deliver powerful results that exceed your channel marketing goals.

72% of B2B tech marketers expect to increase spending on partner marketing over the next 24 months.*

*Foundry 2022 Partner Marketing Study

Our Approach

The Yeager Way

With decades of partner marketing experience, working across the B2B technology ecosystem, we’ve perfected our approach to partner marketing to focus on what matters most and drives the highest levels of success.

Clarify Objectives & Obstacles

Partner marketing is complex. From different partner types and business models to varying marketing acumen, it can be overwhelming for companies to tackle. We’ll work with you to define what goals matter most, clarify your marketing objectives, and identify the obstacles you face to ensure we build the right strategy to address them.

Define Partner Priorities

Once we have clear goals and objectives in place, we’ll focus on the partners themselves. Understanding their priorities and how your solution supports their business objectives is the first step. Next, we’ll identify their level of marketing prowess to help us build an effective deliverable that captures attention and achieves its purpose.

Tailor Frameworks to Meet Expectations

Our Channel Guided Practice Solutions leverage frameworks based on best practices learned from hundreds of partner marketing initiatives and tailor them to your unique needs. The benefit? World-class programs and deliverables with a faster time to market and performance insights to ensure alignment with your specific goals.

Featured Project

Igniting Passion for a Partner Program

Commvault Partner Program

Channel gps

Partner Marketing Programs, Support & Resources that Deliver

Program Messaging

Clarify your partner program value proposition and key talking points to ensure consistency across all of your communications.

Visual Branding

Create a unique visual brand identity for your partner program that stands out against competitors and captures attention.

Program Naming

Give your updated or refreshed partner program a new name that defines the value of your program and stands out against competitors.

Newsletter

Monthly or quarterly newsletters are a great way to stay in front of your partners and communicate valuable information that drives engagement.

Social Media

Our expert team can support your partner-facing social media platforms by developing strategies, content, and campaigns that keep you active in their feed.

Video

A videocast series in which an executive interviews your partners, sharing success stories and providing educational information, is a great to-partner communications tool.

Campaign-in-a-Box

Give your marketing-savvy partners a turnkey program to implement themselves. The program includes co-brandable ads, HTML emails, a programmed landing page, and an implementation guide with a campaign workflow.

Partner Marketing as a Service (PMaaS)

Yeager can fully manage marketing for your partners using MDF to run well-planned, results-focused marketing efforts that drive leads and sales pipeline.

Lead 2 Partner (L2P)

Want to provide leads to your partners? This lead gen program is designed to drive inbound leads at the brand level, giving you the flexibility to assign leads to specific partners as you see fit. We can also nurture these leads through our Partner Marketing as a Service (PMaaS) program to further qualify them for sales outreach.

Co-branded Assets

Offer your partner assets that help them promote your joint value proposition. From co-developed data sheets and presentations to e-books, infographics, and white papers, our team can help you deliver the high-value content assets partners want to use.

Case Studies

Our team can work with you and your partners to develop co-branded case studies that tell compelling stories and accelerate sales conversations.

Web Content

Help your partners feature your brand and solution on their website—either as a dedicated page or as a blog featuring your joint value proposition. Our team can work with you and your partners to determine web content solutions that make sense, are optimized for SEO, and drive page views.

Interactive Web Experiences

Take your partner enablement to the next level with web experiences that drive engagement like no other. Share product and solution content, videos, training, and more in this interactive destination that includes analytics to track usage and content consumption. A perfect add-on is our gamified incentive program.

Gamified Incentive Programs

Reimagine your incentive program with a gamified web experience that entices, educates, and rewards your partners right from the desktop. From 3D environments to game experiences including quizzes, card, and arcade-style games, our gamified incentive programs will help you captivate your partners.

Playbooks

The perfect tool for partners. Our playbooks put all critical information in one place, making it easy for partners to access what they need. We develop both web-based playbooks with complete analytics and offline, clickable PDF playbooks.

Considerations

Do I need to provide marketing support to my partners?

Some level of partner marketing support is necessary if you’re going to sell through partners. According to a market study, 88% of marketers view partner marketing as a necessary marketing tactic that provides value.* The most basic support is messaging and a to-partner communications program, however, if you truly want to drive revenue through partners, sales enablement and demand generation programs are a must.

How important is strategy in partner marketing?

Providing your partners with generic deliverables and crossing your fingers will not get you to your goals. Strategic thinking around partner types, the marketing acumen of your partners, and how your partners sell your products and services will help you build smart strategies that result in meaningful programs that partners want to participate in.

How do I build marketing programs for different partner types?

Different partner types have different go-to-market motions and you’ll want to prioritize these as you create strategies for your partner marketing initiatives. Once you are clear on how each partner type is selling your products and services, you can build relevant programs and deliverables that will integrate into their business and provide the ideal level of support.

What is non-negotiable in partner marketing?

To-partner marketing is a commonly overlooked and underfunded initiative, but critically important. Your partners are running their own business, pulled in many different directions, and approached by other competing companies wanting them to sell their products and services. Communicating consistently to bring support, relevant opportunities, and high-value resources that help them grow their business matters. Mindshare is everything in partner marketing and to-partner communications is step one in making sure your brand is top of mind.

How do I measure the success of my partner marketing?

There are many ways to measure the success of specific marketing programs, initiatives, and deliverables such as web analytics, program adoption, qualitative feedback, and lead-to-close ratios. To measure the success of your partner marketing program holistically, you’ll want to start by setting specific goals within a certain time period and benchmarking where you are today. Consider metrics such as partner engagement in marketing programs, revenue generated from partners, and new customers acquired through partners as a start.

Go Ahead, Aim Higher

Schedule a call to explore how our Brand GPS can help you create a compelling, meaningful brand identity.