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.

71% of partner marketers say getting partners to engage and use marketing development funds is challenging.*

*Foundry Partner Marketing Study 2024

Our Approach

The Yeager Way

With decades of partner marketing experience, working across the B2B 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 Identity

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

Program Naming

Give your updated or refreshed partner program a new name that defines the value of your program and makes a memorable impression.

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.

eBooks

Help your partners share thought leadership and expertise on a particular topic that aligns with your products or solutions. eBooks are a great asset to identify prospective leads and fuel pipeline.

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.

White Papers

Support your partners in creating high-value, long-form content that goes deep. We work with channel leaders to create 1:1 white papers with a selected partner, or take a 1:many approach where we develop one asset that can be used by multiple partners and enables customization and co-branding.

Infographics

Visually compelling and easy to consume infographics are great for building awareness. Yeager can work with your partners to create custom infographics that explore a specific topic or value proposition aligned with your products and services. We can also create infographics that multiple partners can co-brand and use.

Playbooks

The perfect enablement tool for partners. Our playbooks put all critical information in one place, making it easy for your partners to access important information they need. We develop both web-based playbooks with complete analytics as well as downloadable 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.