<img src="https://d5nxst8fruw4z.cloudfront.net/atrk.gif?account=2LgIl1aQibl0vg" style="display:none" height="1" width="1" alt="">

The Ultimate Guide to Channel Marketing

Indirect Channel Marketing Strategy and Best Practices for manufacturers that will fuel a digital transformation of an indirect channel.

November 17, 2016 | 4 Min Read

Overcoming the Many Challenges of Channel Marketing

Posted by Amy Post | Share
Overcoming the Many Challenges of Channel Marketing

Channel Marketing: it’s a crazy and confusing world out there, isn’t it? Teams are frustrated because leads are shared among all partner sales teams, the prospects lists are managed and monitored in what seems like thousands of different CRM and PRM platforms, and there appears to be no way to effectively nurture leads to move them along the buyers journey. All these issues combined cause nothing but inconsistencies and frustrations.

You’ve probably landed here because you’ve had it with all the confusion, and you want to find actionable inbound marketing solutions so you can start seeing some real results. To help start the journey to channel marketing success, let’s discuss some of the primary challenges channel marketers face and how you can work to solve them.

Challenge #1: Dated Systems and Processes

Solution: We know this may be a hard pill to swallow, but you need to ditch the old PRM. It simply doesn’t work for today’s businesses. Today’s cloud-based SaaS platforms have evolved to create pathways for you to manage, monitor, and provide robust insights to the manufacturer, the re-sellers, and even the final customer.

Challenge #2: Marketing Through a Network

Solution: Marketing to a group of sellers is a whole lot different than marketing to an end-user. You may want to create programs that help to generate awareness for your partner sales team of how you plan to identify more opportunities for them (more on how you do that in Challenge #3.) Work to get buy-in to your opportunities by catering the messaging specifically for that partner based on their unique business needs.

Challenge #3: Lack of Resources

Solution: Because channel partners are usually small businesses without time and expertise to dedicate to marketing campaigns or programs, marketing efforts tend to be pushed to the backburner or not implemented at all. The solution to this problem can be through the creation of marketing development funding (MDF) you can offer to partners that can be used to invest in the new marketing efforts you present them with. 

Challenge #4: Finding Ways to Scale

Solution: Driving more leads for one partner might be challenging, but it might seem downright impossible to do it for 100 or more. Especially when each partner is unique in how they sell your products. Keep in mind that you as the channel can’t create unique campaigns and content for each partner.

Provide things like webinar support capabilities, supplemental graphics, and videos that can be easily used and manipulated to meet the specific needs of that seller. This allows the partner to have the supportive elements they need as well as the freedom to use them in the best way to reach their customers.

To put it as simply as possible, you need to make things easy by providing the components of the marketing strategies for your sellers, then work with them individually to ensure they can make it unique to their specific customer base. It all starts with an overall strategy for the channel, but can be fine-tuned to cater to each partner. When all of these elements come together properly, it can create a dramatic increase in revenue for all parties involved.

 

Topics: Distributor Marketing

Related Posts

Distributor Marketing

Why Demand Generation Fails in Indirect Distribution Channels (And How to Prevent It)

Demand generation: it’s how you drum up interest in your products. Separate from lead generation, this strategy is intended to build awareness and dem...

Read More
Distributor Marketing

Marketing Automation Basics for B2B Manufacturers

Marketing automation is using technology that manages your marketing processes, including multifunctional campaigns and multiple channels, in an autom...

Read More
Distributor Marketing

Partner Relationship Management for B2B Manufacturers

To keep business afloat, you need to make sure your dealers and distributor partners are satisfied with your services. One of the easiest ways to main...

Read More
Distributor Marketing

How to Battle Partner Churn and Achieve Sales Success

If you’ve lost a channel partner, you know partner churn is like the mean, older sibling of customer churn. Whether they left on their own, or you had...

Read More
Distributor Marketing

5 Ways to Enhance Your Partner Marketing Program

Marketing in an indirect sales channel is no easy feat. The channel manager has little visibility to their end users, and they have to rely in part on...

Read More
Distributor Marketing

What is a PRM?

PRM or Partner Relationship Management is any combination of strategies, methodologies, software, or web applications that businesses using a distribu...

Read More
Distributor Marketing

5 Steps for Launching Your First Channel Marketing Campaign

As we’ve mentioned, marketing within a channel of Value Added Resellers (VARS) can pose some challenges because of the sheer dynamic of the multi-step...

Read More
Distributor Marketing

How Manufacturers Can Help Drive More Channel Sales

As a manufacturer that sells exclusively or primarily through a channel network, it can often be challenging trying to drive new sales when you aren’t...

Read More
Distributor Marketing

6 Tips for Marketing Through a Channel of Distributors

The terms, “channel selling” or, “selling through a distribution channel” are essentially the same thing. It means the distributor doesn't sell a prod...

Read More
Distributor Marketing

The 6 Biggest Pain Points for Facility Managers

If you sell a product or service to facility or operational managers, you need to learn about what problems keep them up at night. What is it they car...

Read More