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Channel Marketing Management

Channel Marketing Management

With the drive toward enabling channel partners to engage in their own demand generation activities, channel marketing and management (CMM) platforms have become the foundation of a partner marketing strategy. They allow suppliers to maintain brand integrity and messaging consistency, while increasing the cadence and effectiveness of partner marketing efforts. Key capabilities include automated co-branding and customization of content and sales materials; guided execution of supplier-provided turnkey, multi-touch marketing campaigns (e.g. email, direct mail, banner advertising, events, social); automatic distribution of digital content directly to partner Web sites (i.e. web content syndication); scheduled distribution of supplier-provided social content that appears as if it has come directly from the partner (i.e. social syndication) and simplified lead management. As access to real-time data has become increasingly essential for b-to-b sales and marketing, CMM solutions also deliver increased insight into channel partners’ performance and closed-loop reporting and analytics to identify which campaigns are working and why. Integration with other systems, like sales force automation, partner relationship management and traditional marketing automation platforms, reinforces the value of CMM platforms. Show less...

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