Imagine someone is searching online for a partner relationship management (PRM) solution. They’ll end up at a landing page that talks about PRM technology. Then they’ll fill out a form and receive PRM content in their email. After that, they’ll receive follow-up emails about PRM solutions until, hopefully, they decide to reach into their wallet and give the platform a try.
This user journey is made possible via marketing automation tools, which enable marketers to build experiences based on behaviors and intent at scale.
Believe it or not, your PRM solution works the same way.
You can create bespoke journeys for each type of partner you have. For example, using a grouping feature, you can build smart lists just like you would in HubSpot, putting together experiences based on:
- Partner type (e.g., value-added resellers, master agents, or systems integrator)
- User role (e.g., administrator or end user)
- Geographic location (e.g., different journeys for someone in New York City and someone in San Francisco)
- Stage in partner journey (e.g., just starting out or well-established)
- Certification level (e.g., first or fifth certification)
You already have these capabilities. Why aren’t you using them?
If your goal is taking your channel program to the next level, you need to optimize the partner journey as much as you possibly can. And that starts with putting yourself in their shoes and working backward to add as much value as you can to their lives.
For example, imagine a value-added reseller based in San Francisco receives an email that is geared toward systems integrators on the east coast. This communication isn’t helpful. Worse than that, it clutters up their inbox and distracts them from focusing on more important matters.
Would someone sending you unhelpful information make you more or less inclined to do business with them in the future?
Everything from your Netflix recommendations to promotional emails in your inbox to what shows up on your social media feeds is aligned around your interests as a consumer. The algorithms are designed to provide content that gets your attention, and I think we’d all agree they’re quite effective at what they do.
By applying the same methodology to your channel, you can create a program that resonates much more than a one-size-fits-all approach would.
At the end of the day, we all want purpose-built tools for our jobs and resources that help make our lives easier. Marketers have marketing automation, software developers have DevOps tools, and sales teams have sales enablement support.
You’re already embracing the transformative nature of technology and personalization in other areas of your business. Why not bring the same attention to your channel?
Give your channel the attention and resources it deserves.
If you want to help your channel reach its full potential, you need to take more control over it and embrace the concept of personalization.
At this point, you might be thinking that this sounds great and all, but it’s a tall order. You’re busy enough as it is, and so you might be wondering how you’re going to be able to find the time to do it properly.
Well, get this: If you’re using a channel portal to facilitate your program, chances are you already have these capabilities at your fingertips. You just might not have used them until now.
You can’t change the past, but you can begin taking proactive steps to improve the partner experience moving forward—and building a more competitive channel program because of it.
Stay tuned! In an upcoming post, we will lay out the best practices you can implement to do all this effectively.
For more information on how Vartopia can help you deliver bespoke experiences to all of your partners, request a demo today.