When implementing a digital marketing strategy and corresponding program for channel partners, brands should ensure the offering addresses the different stages of the path to purchase, is supported and managed by a team of specialists, and provides reporting to measure program effectiveness and results.
The most successful channel marketing programs have three things in common. They are:
1. Focused on defined objectives or outcomes
2. Delivered on flexible and scalable marketing technologies
3. Supported by a strategic partner that becomes an extension of their brand
Today’s most successful co-op programs are driven by sound strategy, a powerful brand and channel partnership, and desired outcomes that are clearly defined and measured. How are channel marketers accomplishing this renewed co-op success? They are utilizing a multi-faceted funding model, a segmented approach to channel partner engagement, leveraging data to provide meaningful insights and utilizing new technologies within their overall channel marketing ecosystem.
During the COVID-19 pandemic, Channel marketers are striving to support their partners by anticipating and introducing program optimizations that address evolving market conditions and enhance marketing strategies to drive desired outcomes. Here are three things channel marketers should consider doing now to stay focused as well as three strategies to future proof their programs and support partners going forward.
With a little more than four months left in 2021, it’s a perfect time to tap the brakes, come up for air and identify some of the areas channel marketers should embrace and apply for the rest of the year and beyond.
When it comes to SPIFFs, the question is not if you should use SPIFFs, it is how and when you should use them. SPIFFs are a common tactic and used across many industries. However, there are several things to consider when thinking about a SPIFF program.