Written by: Barbara Pfeiffer, The Partner Marketing Group
What a difference a few months makes. In February, we were putting the finishing touches on our newest eBook, A Year of Channel Marketing Training: Lessons from the Road. Today, we clearly can’t go out on the road, but the lessons we shared may be even more relevant right now.
Channel partners, like most small to medium businesses, are struggling with what they should be doing across their business – including marketing in these incredibly challenging times.
Software publishers have a unique opportunity to provide valuable guidance to get through the current situation and beyond.
What do channel partners need right now?
- Most immediately, clients are asking whether they should halt marketing completely right now and some are also concerned about messaging “missteps” as they go to market. Publishers can help them with special training that addresses these concerns and how to keep their marketing engine going.
Much of the traditional marketing training we deliver and address in the eBook is extremely relevant at this time, perhaps more so.
- Nurture marketing. More than ever, we need to stay connected with customers AND prospects and offer support. However, based on our recent Technology Marketing Benchmarks and Trends Report, 55% of channel partners do not have a nurture plan in place. Who should partners be nurturing and how do they build a compelling nurture program?
- Go virtual. Webinars and virtual conferences are taking the place of live events and tradeshows, but how do partners stand out with an increasing number of online activities? What are best practices for delivering powerful online events?
- Ramp up on digital. Platforms like LinkedIn, with opportunities for content distribution, social selling and advertising, are more important than ever. Yet very few channel partners we work with have a plan in place for LinkedIn and few are taking advantage of all the opportunities. In our report, 57% of respondents either didn’t use LinkedIn at all or didn’t find it effective. How can partners build and execute plans that maximize LinkedIn and other social platforms?
Do you know where your partners stand? What are their biggest marketing needs and how can you help with training that addresses those needs? Download our eBook for more insight and contact us for help to build a comprehensive, customized training plan for your channel.