If you’re keeping up with our blog post series on channel partner marketing, you’ve already learned the 5 key signs that your channel partner program needs a rebrand and the 10 steps to successfully rebrand your B2B partner program. Now we will delve into the next crucial phase: how to plan and implement a powerful launch for your rebranded channel partner marketing.
By leveraging strategic partnerships and tapping into the expertise and market presence of their allies, enterprises unlock the potential to explore untapped markets, expand their customer base, and boost brand visibility. This ultimately drives overall growth for their business. However, when partner engagement and enrollment levels are low, a fresh and more compelling approach through a program refresh or rebrand may be needed. The benefits of a successful brand refresh:
- Increased Engagement – A refreshed partner program brand may catch more attention from partners, resulting in better levels of engagement and more active participation.
- Reigniting Inactive Partners – Rekindle the flame with inactive associates, reviving bonds to unlock potential and broaden your network.
- New Partner Recruitment – A compelling rebranding can make the program more appealing to potential partners and end customers
- Better Partner Relationships – A good brand image encourages credibility and trust with current partners, strengthening connections and encouraging them to spend more on promotion and training.
- Enhanced Reputation – A well-executed rebranding positions the business as innovative and in demand, which has a beneficial effect on its standing in the market.
- Improved Targeting – Rebranding allows for more targeted partner selection, resulting in more effective marketing campaigns.
- Increased Sales and Revenue – A successful partner marketing strategy can drive more leads and conversions, leading to increased sales and revenue.
- A Competitive Advantage – A fresh and compelling brand can give you an edge over the competition.
- Long-term Growth – A successful launch can result in long-term growth as satisfied partners continue working with the business and recommending it to others.
With so much at stake, it is crucial to ensure a successful rebrand launch for the channel. If the launch is not executed effectively, it may go largely unnoticed or fail to impact your results.
Launching Your New Partner Program: 4 Steps to Success
When rebranding your channel partner marketing program, you may opt for a strategy as simple as refreshing a color scheme to give your program’s visual identity a new lease on life. Alternatively, you may determine that an entirely new brand name along with a host of related resources is needed to support the program’s growth. Regardless of its scope, a well-executed rebranding campaign has the power to revitalize an underperforming B2B partner program, resonate with current and new target audiences, and foster greater engagement for you and your valued partners.
As a marketing leader, if you have successfully introduced a company rebrand to the market, you are aware that success depends on a smart and staged approach. Many aspects of launching a B2B partner program rebrand can be identical, including creating a compelling new look and feel and successfully involving internal stakeholders. However, implementing a rebrand for partners calls for some distinctive components. Here are four tried-and-true strategic stages to launching an impactful channel partner marketing program rebrand:
Step 1: Plan for Success
Create SMART (Specific, Measurable, Achievable, Relevant, and Time-Bound) goals for your launch that will benefit both you and your partners’ businesses. Consider yourself in their situation and think of ways to help them draw in their eventual clients. When defining your objectives, keep all of your combined audiences in mind as you define your goals, such as:
- Current partner engagement levels
- Inactive partner re-engagement levels
- New partner inquiry and sign-up numbers
- End customer pull-through levels
- Media coverage quality and volume
Segment Your Partners
Categorize partners based on capabilities, resources, and target markets. Find creative ways to tailor the rebranded program to meet the specific needs of each partner segment, ensuring that the new branding resonates with their unique preferences and aligns with their strategic objectives. By understanding your partner segments, you can design targeted marketing strategies and launch communications plans that maximize partner engagement and buy-in.
Develop Program Guidelines
Create comprehensive guidelines that outline the benefits, expectations, and responsibilities of partners participating in the rebranded program. Clearly communicate the value proposition of the new brand and the advantages of being part of your revamped partner program. Additionally, establish co-branding rules and guidelines for joint marketing activities to maintain brand consistency and mutual branding benefits.
Stage 2: Engage Partners
The success of your rebranded channel partner marketing program heavily relies on the active involvement of your partners. Engaging partners from the outset and providing them with the necessary tools and resources is critical to fostering a collaborative approach to the public launch.
Leverage these ideas to help you involve partners, train them effectively, and engage customers to create excitement around the rebranding initiative launch:
Involve Your Partners Early
To ensure a successful rebranding initiative, involve your partners early in the process by seeking their support and input through initial discussions and feedback sessions. Address their concerns and explain the reasons behind certain decisions clearly. By involving them in the decision-making process, you create a sense of shared ownership and foster a collaborative approach to the rebrand. Be receptive to their valuable insights, making them active participants in the transformation. This collaborative approach will strengthen your partnerships and enhance the overall success of the rebranding effort.
Provide Training Sessions
Design and deliver partner training sessions to familiarize them with the new program or brand refresh, its goals, and how they can effectively participate. Equipping partners with the necessary knowledge and tools will empower them to leverage the rebranded program’s benefits efficiently. Ensure that partners understand the changes and enhancements introduced through the rebranding. They should also understand how the changes positively impact their collaboration with you and their customers.
Create To-Partner Marketing Content
Create exceptional, benefits-oriented marketing materials “to” your partners, including captivating landing pages, compelling videos, and enticing print materials. Consider leading-edge solutions like interactive infographics and gamification. These resources can leverage the new messaging and brand identity to tell a powerful and engaging story about the joint offering, aiming to captivate and involve partners to build a shared sense of excitement and commitment.
Capitalize on Partner Engagement With a Through-Partner Marketing Campaign
The success of your partner marketing program rebrand depends on how much it enables your partners to influence end user engagement. Now that you have your partners’ attention, provide them with a co-branded, to-customer marketing campaign for them to deploy that will help foster more excitement around your products and offerings. This will allow partners to effectively communicate your value proposition to their customers and prospects.
Stage 3: Launch Enthusiastically
The launch phase is a critical moment in your rebranding journey, as it represents the culmination of your efforts to refresh your channel partner program marketing. An enthusiastic and well-planned launch event can create a lasting impression, generate momentum, and instill excitement among your partners and customers.
Execute a successful launch that aligns with your new brand with these strategies:
Bring in the Right Resources
Ensure you have a dedicated team with the necessary expertise and skills to execute the rebranding effectively. From creative designers and content creators to marketing strategists and project managers, assembling a capable team is crucial for a smooth and impactful launch. By having the right resources in place, you can confidently navigate the complexities of the rebranding process and set your partner program marketing up for success.
Organize a Launch Event
Unveil the new partner program through a virtual webinar, conference, or in-person gathering to showcase your brand’s story and vision. A launch event provides the perfect opportunity to share the strategic objectives of the rebranding initiative, introduce the rebranded program’s features and benefits, and generate enthusiasm among partners and customers.
Deliver Incentives and Rewards
Motivate partners to actively participate in the rebranded program and achieve their objectives by updating your program’s current incentives and rewards to be more attractive to partners in today’s climate. Examples of desirable incentives include exclusive access to resources, promotions, or recognition for outstanding performance. These help to create a sense of appreciation and motivate partners to actively engage in promoting the new brand.
Update Your Website and Collateral
Refresh your marketing collateral, including your website, brochures, and partner program materials, with the new messaging and elements. Consistent branding across all communication channels reinforces the program’s identity and helps partners easily recognize and connect with the new brand. Ensure that the branding elements are prominently displayed to create a seamless and unified partner brand experience.
Stage 4: Maintain Communication
The journey doesn’t end with the launch; it is an ongoing effort to maintain momentum and drive success. Continuously progressing through regular communication, monitoring, and feedback ensures that your rebranded channel partner program thrives in the long term. In this stage, you’ll want to maintain effective communication with partners, monitor program performance, and recognize partner achievements:
Here’s how to stay connected with your partners:
Ensure Regular Communication
Keep partners informed about program updates, changes, and success stories through newsletters, emails, or your partner portal. Effective communication fosters transparency, trust, and engagement among partners, ensuring they are well-informed and aligned with the program’s goals and direction.
Monitor and Measure
Track program performance using KPIs and continuously monitor and measure it to identify areas for improvement. Regularly assessing the program’s impact allows you to make data-driven decisions and optimize the rebranded program to achieve the desired outcomes.
Get Feedback and Iterate
Encourage partner feedback and implement necessary improvements based on their input. Partners’ perspectives provide valuable insights into the effectiveness of the rebranded program and its impact on their businesses. Act on their feedback to enhance the program’s relevance and value.
Celebrate partner successes and showcase case studies to inspire others. Recognizing outstanding performance not only motivates the recognized partners but also sets a positive example for others to strive for success within the rebranded program.
Ensure partners adhere to program guidelines and branding standards for you and your partners through regular audits. Consistent adherence to guidelines maintains brand integrity and protects the rebranded program’s image and reputation.
Our Channel Partner Marketing Program Rebrand Launch Success Story: VMware and Yeager Marketing
In August 2022, VMware announced major changes to its Partner Connect reseller program at VMware Explore, the brand’s channel partner conference. The rebranded program was designed to be a more flexible and unified platform that caters to the specific needs of partners.
To help with the launch of this exciting rebrand, the partner program team brought Yeager on board to create cohesion among the core program assets and get partners excited about the changes. We suggested creating a campaign theme that plays off of the value proposition of the new partner program.
Our project goals:
- Create awareness of the new Partner Connect Program among existing and net-new partners through the use of a launch campaign theme
- Communicate the value proposition of the new Partner Connect Program and how it helps organizations grow their business
- Convey the benefits of the new Partner Connect Program to existing and net-new partners
With the help of our campaign theme, the VMware channel program rebrand and launch received much industry and partner acclaim.
Drive Remarkable Channel Partner Program Launch Success Today
Successfully delivering a compelling launch of your rebranded partner program requires meticulous planning, active engagement, and ongoing progress. By following these strategic steps, you can build strong partnerships, enhance brand visibility, and achieve sustainable growth in the evolving B2B landscape. Embrace adaptability and continually refine your strategies to remain relevant and impactful in the market. With well-defined objectives and enthusiastic execution, your rebranded partner program marketing will be poised for remarkable success from the very beginning.
During the launch phase of a channel partner program brand refresh, it is crucial to involve your team, prepare your audience, and create consistent brand promotion across all channels. Emphasize adaptability and continuous strategy refinement to foster sustainable growth and success in the dynamic B2B landscape. Remember, the launch phase is critical, just like any corporate rebranding initiative, as it solidifies your market position and unlocks a world of new opportunities for fruitful collaborations.
Want to know more about your options for a B2B partner program rebrand? Reach out to us for expert guidance.