Partnership marketing has long been a core strategy for professional organisations, especially B2B organisations, seeking efficient ways to grow sales and increase their profitability. Many large businesses choose to rely on channel partners that will sell and distribute their products for them, and in return, offer an incentive. However, devising marketing strategies that generate results can be time-consuming and difficult, especially if your channel network is expansive.
We design a lead generation strategy to generate high-quality leads. These strategies are often implemented as part of an overall sales and marketing plan. In fact, lead generation strategies can include generating leads from multiple sources and using various forms of digital marketing. A lot of online marketing practices are designed to capture user data and analyse user behaviour. Even just by using Google to browse the internet, cookies are used to capture user activity. This data, combined with data captured through specific lead generation campaigns and the insights that social media platforms provide, means that most forms of digital touchpoints can add value to your business by providing accurate information and trackable metrics.
However, the online marketing process is one of the biggest hurdles to overcome within channel marketing. Often, there isn’t a solution for partners to easily track, analyse or report on the usage of all of their marketing material or campaigns. This lack of insight and data means neither of you can accurately understand how successful the partnership is, and how to optimise in order to grow your partnership. Therefore, lead generation strategies involving resellers require careful planning and ongoing monitoring.
Another aspect of lead generation strategies involving resellers deals with how to collect and analyse customer information. Information on your customers and target audience helps your resellers accurately predict estimates about how many new leads they should expect to generate and helps them determine the value of the leads that they have generated.
How Digital Marketing Can Help Lead Generation
It is important to note that each reseller will have a different approach to incorporating your lead generation strategies. Some will focus more on the technical aspects of lead generation, while others will emphasise the need for a strong customer relationship. Luckily, digital marketing allows them to do both. By capturing data from multiple digital channels, and using AI to predict and recommend actions, brands are able to create lead generation strategies that tailor marketing content around the prospect’s individual buying habits, providing a customer experience that is unique to individual needs. Online marketing provides insight into your target audience’s needs and knowing this means you can create corresponding content and campaigns, that your channel network can replicate, that engages and resonates with them. This tailored content, which is targeted to the refined persona of your audience, will lead to increased conversion rates, and a decrease in wasted marketing efforts.
Companies that depend on resellers need to help them generate qualified leads to maintain strong customer relationships. Without customers, a company’s revenue and success are at risk. By creating a suite of ready-to-use marketing material for your dealers, you can encourage them to build a multi-channel lead generation strategy, encompassing every single touch point; it should start by building your brand identity and creating awareness of your brand through the publication of educational and helpful resources; the next step should focus on inbound marketing with refined messages; followed by sales enablement initiatives that aim to convert prospects; and finally, methods that aim to retain customers (Guido Bartolacci). This results in higher conversion rates and loyal customers.
Providing your dealers with ready-to-use marketing material, such as landing page templates, email templates, and social media content means that you can have full visibility into each of these channels so that you can report on the success of the campaigns and the ROI. It also means that you’re confident you’re collecting audience information. These templates should be built so that each partner can customise elements according to their brand and their audience’s needs, but maintain a consistent overall message and design.
Final Thoughts
Gone are the days of broadcasting one message to a vast audience, hoping to generate some sort of demand for your services. By using digital marketing, your resellers can collect audience data and personalise and micro target their lead generation strategies like never before. For information on how Belu Media can help build a suite of ready to use, trackable marketing material for your dealers, please email [email protected]
