Macro helps both the vendor and its partners to run joined digital marketing campaigns for lead generation. B2B organizations selling through channels rely heavily on their partners to drive sales.
65% of organizations view partnerships as very important to their future according to HubSpot’s State of Partner Ops and Programs report.
Challenges faced by channel marketing teams
Companies trying to run partner marketing usually have several challenges
Partner Marketing Resources
40% Organizations have no employees working on partner operations. 50% have less than 1 employee.(State of Partner Ops and Programs, 2022)
On the other side of the relationship, the partners themselves can face issues:
In sum, there is often both a strategic and communications gap in the sales and marketing process. Bridging this gap is far from impossible—we do it through a Partner Marketing Management program.
How Macro Channel Marketing Agency Can Help
Our approach brings three unique strategic advantages to the table:
The PMM platform empowers your partners to build a marketing and sales pipeline by leveraging vendor provided marketing assets, campaign tactics and leads. But alone, those assets are not enough if most partners lack the technical or strategic expertise to execute.
The second half of the equation is the Concierge Team. This is a flexible team of marketing experts who work with partners to run the local execution of your campaigns. Concierge teams can also play a role in developing the original campaigns for the vendor.
Another massive advantage the Concierge team brings is information sharing. Normally, your partner in southern Brazil has no time, desire or incentive to share their marketing results with your growing partner network in India. But with a unified layer of teammates handling global execution, data and learnings can disseminate throughout the entire partner ecosystem.
How Global Resources Can Help You?
Five ways our concierge team can lead your organization to success:
Our highly specialized Partner Marketing Concierge service can bring key capabilities to the partners that you co-market with. Our clients find our concierge is a key advantage in the channel
Empower your partners to execute high-impact campaigns, using innovative digital marketing campaigns across different channels. Whether you want to run webinar programs or deploy a new content management strategy, the Macro team can help!
Uncover additional opportunities by focusing on qualified leads only. Save time with the right process.
Unite sales and marketing for your partners, by ensuring they are both fully aligned to your company’s sales process and all partner generated opportunities are tracked.
Develop and support co-marketing strategies that engage partners, and help them build focused marketing activities.
Digital tactics often sit at the forefront of our program, as this technology allows for rapid deployment and scale across the world. Some of what our team can help with (for partners or you yourself) include:
Also known as a multi-touch approach, these usually involve a series of touchpoints to end-customers over time. Your content, such as blogs, videos and infographic series, can be co-brandable and made available to hundreds of partners through an intuitive and searchable database.
Managing, growing and communicating to email lists can be the backbone of many digital campaigns. With a complex partner network, the maintenance and organization of these lists can easily get out of hand. We make sure that doesn’t happen.
Turnkey, fully planned through digital events that can be easily co-branded and duplicated to fit local needs. Tied into multi-touch or email driven campaigns, webinars provide a way to reach and engage prospects in an increasingly digital world.
Automated and scheduled social content works great for partners who struggle with what to share across social media. Social is great for awareness and staying top of mind.
Link directly to key advertising servers within major consumer channels such as Google or Facebook to generate leads. Localization and optimization works at scale, as the Concierge team uses data from one region to inform best practices in another.
Also known as microsites & landing page gates. Each call-to-action may be slightly different for optimization purposes, and then different again per touch, per region, per partner. Ideally, landing pages reflect each permutation of these touchpoints while retaining the vendor and partner branding needs. Our expertise ensures consistency where it’s needed and changes where appropriate.
An effective partner management program will not only retain partner loyalty and trust, but also boost revenue for both vendors and partners. The vendor scales its sales force by avoiding the costs of growing an internal team, and the partners save on product development and marketing expenditures.
Macro is the bridge between technology and an effective partner marketing program. Our Global Partner Marketing Concierge team operates the core tech while assisting partners that need the help.
See how we built this service here. If your partner marketing efforts struggle with a lack of engagement, we will help revitalize and reenergize your campaigns.