And What About the Retention Channel?
As vendors move to subscription, as-a-service delivery models that minimize upfront investments in technology and offer customers the freedom to cancel a contract with minimal financial impact, the need for retention-focused partners becomes increasingly important. As McBain discusses on the Channel Journeys podcast, these partners — consultants, integrators, ISVs — work with customers to ensure technology adoption, provide integration with existing technology and business processes, deliver training, and focus on overall customer satisfaction. They also lead upselling and cross-selling opportunities, specifically recommending additional tools and resources to further secure entanglement. From a marketing perspective, channel marketers must work with these partners to provide content, tools, and resources that assist in customer retention efforts while at the same time reinforcing the brand value proposition and additional solutions that benefit customers. Ideally, this effort focuses on joint messaging and content co-creation where suppliers and partners work together to deliver a unified value proposition that benefits both companies.
It’s imperative for channel marketers to reframe partner marketing with a focus on mutual interests and success. Just as a new generation of customers is looking for more personalized experiences, partners are as well. Gone are the days when a partner was simply selling your product. Today’s partner wants to build their own brand, with your technology as part of their solution.
Where to start? Get clear on where your partner channel stands today with the help of McBain’s trifurcation model, and identify opportunities to uplevel your marketing efforts to optimize the value different partner types deliver to your bottom line. If needed, start small by focusing on a few strategic partners and build best practices from there. A B2B tech-focused agency, like Yeager, is a valuable partner to get this important work done. Contact us to learn more.
* Influence 2.0: The Future of Influencer Marketing (TopRank, Altimeter, Traackr)