Think of channel partners as an extension of your sales team. Channel partners are product resellers who allow you to expand your horizon and generate more qualified leads. But finding the right parties to successfully help you grow your client base requires an effective channel partner program marketing strategy. In this article, we will discuss who is a channel partner, what is channel partner marketing and key factors to keep in mind when devising a strategy for your partners.

Who Are Channel Partners?

Channel partners are independent companies that are indirectly part of your sales force. These could be retailers, service providers, vendors or agents. They are resellers of technology-related products or services (for example, software, cloud services, networking, etc.).

With the help of a channel partner program, you can spread more brand awareness and expand your areas for thorough market research.

What Is Channel Partner Marketing?

Channel partner marketing program is marketing your products ‘to’ channel partners and ‘through’ channel partners to your key target customers.

Partner marketing differs from how you would market your products to your end user. Getting your messaging right for your channel partners is important. And thus, creating a partner channel strategy by keeping yourself in the partner’s shoes is highly advised. There are other factors to keep in mind when planning your marketing. Some are mentioned below.

Factors To Consider When Creating An Effective Channel Partner Marketing Program

Ever wondered how to improve channel partner relationships? These factors below will help you create a partner-oriented mindset that will allow you to work towards creating a strategy that works for both you and your channel partners.

Communicate

As the old saying goes, communication is the key. No matter the relationship, things can spiral out of hand if there’s a lack of communication. Thus, we highly recommend you establish proper communication channels and be available when your partners need you. You or your representative should be easy to reach and work with. And highlighting this in your marketing messages will help create a positive outlook in front of your channel partners.

Be clear about the partner’s responsibilities

Not only is it crucial to understand what partners expect, but it is also important to be clear about what you expect from them. Before you market to channel partners and get them onboard, figure out if you only want them to bring referrals or do you want them to sell your products. You can also hire channel partners to provide technical support if you don’t have an in-house team. This will help you create a better marketing message, which brings us to our next point.

Don’t use the same marketing message as your end user

Your potential partners must see how collaborating with your brand will benefit them. If they don’t see any benefits, persuading them to work with you will be challenging. And for that, you need to go beyond the product’s features. Be aware of your value proposition and make your partners understand the same. Websites, newsletters, emails, social media channels and all other marketing assets should reflect how partnering with your business will benefit your potential partners.

Understand your sales process

Now, before you can teach others how to do it, it is a given that you must know the sales process yourself. Otherwise, answering all the in-depth questions thrown at you will be challenging. This may lead to creating a bad reputation in front of your partners. Hence, it is recommended that you learn every step of the process if you don’t already. This should include clearly defining your buyer’s journey, conveying customers’ triggers, how long it usually takes to close a deal and more.

Don’t give up

You must understand channel partners can get busy, and finding time to respond to all your communication or invitations might be challenging. But does that mean you should give up? Certainly not. Instead, you should be consistent with your efforts, whether it’s through social media or newsletters. This will help ensure your name keeps popping up in front of them, making it easier for them to remember your brand name. You can use this time to share information that helps establish yourself as a leader and a valuable partner. You can share content on industry trends, how to develop effective sales/client strategies and other valuable similar buckets.

Conclusion

Keeping these factors in mind will help you develop a more concrete and effective channel partner program template, whether it’s for creating marketing or partner training sessions.

Remember, there is a high level of competition in the market, and it will take more effort to woo your potential partners. The key is just not to give up!