Bridge Partners’ Post

Channel marketing impact is much greater than vendors realize. The problem is: most channel organizations only focus on leads generated. This is only the tip of the iceberg. Most end-users do NOT fill out a lead form on their partners' marketing campaigns. If an end-user wants to learn more, they will pick up the phone and call their partner - triggering a buying process without being generated as a lead. This is called the "dark funnel" If you start tracking engagement metrics on partner marketing campaigns (clicks, page views, social post impressions etc.), you will see how closely it correlates to revenue growth. ____________________________ The challenge is getting access to engagement metrics on your partner marketing campaigns. In the panel discussion I hosted recently, Jay McBain said that Through-Channel-Marketing-Automation(TCMA) tools, such as Channext, give you access to this data. At Channext, we integrate with partners' social media and websites to track the clicks, views, and impressions on your partner campaigns in real time. This data aggregates into a metric called "Partner Marketing Healthscore" (the more engagement the partner generates, the higher their health score is) We consistently see that partners with higher health scores grow faster in revenue compared to partners with lower health scores. Shoot me a message to learn more!

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The discussion around channel success is both timely and insightful, shedding light on some key challenges and opportunities in the EMEA channel ecosystem. Here are my key takeaways: Addressing the Digital Skills Gap: The revelation that many channel teams lack digital marketing skills is an important insight. In a rapidly evolving digital landscape, these skills are crucial. It's encouraging to see a willingness among partners to learn and a recognition that vendors should do more than provide materials. Proactively helping channel partners build digital marketing expertise is a smart move that will yield better campaign results and strengthen partnerships. Providing Insights: Vendors have a unique vantage point due to their scale and reach. They can play a vital role in educating channel partners about market trends and changes, as well as the evolving IT landscape and customer needs. This knowledge empowers partners to engage in more meaningful, proactive conversations with customers. Sharing insights and market data can be a game-changer in boosting the effectiveness of sellers. Measuring ROI: Measuring the success of channel marketing investments is undoubtedly a complex task, given the diversity of tools and mechanisms used by partners. Short-term tactics like lead generation and deal registration have their merits, but the ultimate goal is to increase the pipeline. While tracking the exact dollar-for-dollar ROI can be challenging, having a clear mechanism in place for evaluating the impact of marketing activities is essential. In a rapidly changing digital landscape, these insights highlight the need for collaboration, continuous learning, and data-driven decision-making to achieve channel sales success. https://lnkd.in/geBncwGP #ChannelSuccess #DigitalMarketingSkills #VendorPartnerships 🚀💼💡

At NetGrowth Digital Marketing Strategies, we're passionate about driving growth and success for businesses like yours. Our expert team specializes in crafting high-converting marketing funnels and impactful email marketing campaigns that deliver results. 📈 Building Sales-Driving Funnels: Our approach to marketing funnels isn't just about creating a pathway; it's about crafting a journey that resonates with your audience. From attracting leads to nurturing them into loyal customers, our funnels are designed to maximize conversions and boost your sales. 📧 Email Marketing Mastery: With our targeted email marketing strategies, we help you stay connected with your audience. Our campaigns are tailored to engage, inform, and encourage action, ensuring that your message not only reaches your audience but also inspires them to act. 🌟 Success Stories: We're proud of the success we've achieved for our clients. From small startups to established enterprises, our strategies have consistently delivered increased engagement, higher conversion rates, and significant ROI improvements. 🤝 Partner with Us: Ready to take your digital marketing to the next level? Let's talk about how we can tailor our strategies to meet your unique business goals. ➡️ Contact us today to learn more about our services and to schedule a free consultation. Stay connected with us for more insights and updates on the ever-evolving world of digital marketing. Together, let's unlock your business's full potential! #NetGrowthDigitalMarketing #SalesFunnels #EmailMarketing #DigitalMarketingSuccess #GrowWithUs

As you start to plan your 2024 partner marketing strategy and campaigns, please check out TechTarget #partnermarketing #contentcreation capabilities.

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As account-based marketing (#ABM) gains popularity among enterprise marketing teams, partner marketing teams have been slower to adopt this strategy into their programs. However, partner marketing teams can take five steps to incorporate ABM and generate more pipeline and revenue from each partner. To start, utilizing PartnerTap's account mapping software can aid in identifying new logo and expansion accounts with each partner, creating hyper-targeted account lists, and ultimately enabling sellers to co-sell with partners and close opportunities faster. Building a scalable program and sharing and tracking partner pipelines on ABM target accounts can also help generate #MDF for the new ABM program. By incorporating ABM into their strategies, #partnermarketing teams can see significant benefits for themselves and their partners. https://ow.ly/gX7F50PaCro

Strong landing pages are a critical part of digital ad campaign performance as campaigns can succeed or fail based on what happens once someone clicks through to the target landing page. Landing pages are often where the key selling is done as there are less space constraints than in your ad and you can make your case or tell your story in more detail. Whether it's for a product, an event, a webinar or whatever - ensuring your landing page helps your prospect continue their sales journey is a critical part to overall campaign success. Here are some tips from LinkedIn worth a read... https://lnkd.in/e4kW8GWM

This is interesting from Kipp Bodnar via Adweek: "When HubSpot gets the data back from spots on DraftKings or NFL Sunday Ticket on YouTube, is it creating awareness among businesses an adequate result, or is HubSpot looking to convert potential partners? You’re always going to get some conversions, but every media is designed to convert or increase consideration. This campaign was designed to increase awareness and consideration … [there are] no key metrics we’re looking at here." There are NO KEY METRICS we're looking at. Wow, hard to imagine a statement like that coming out of HubSpot GOAT Mike Volpe ten years ago :) But Kipp is obviously right. The relentless focus on attribution + and measuring everything set marketing back.

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