PRM software providers have developed a seamless user journey for sales, powered by marketing automation tools.
Now, imagine if the PRM platform they’re selling could do the same for your partners.
Personalised Journeys for Your Partners
One of the most valuable things that a good PRM solution can offer you is the ability to craft tailored experiences for different partner types.
With features like smart lists, you can create customised journeys based on:
- Partner Type: Value-added resellers, master agents, or systems integrators
- User Role: Administrator or end user
- Geographic Location: Different experiences for partners in New York City versus San Francisco
- Stage in Partner Journey: Whether they’re just starting out or well-established
- Certification Level: From first certification to advanced levels
For whatever reason these capabilities are often overlooked by users, but it’s worth investigating in full what your PRM system can actually do, because these capabilities translate into meaningful business.
Why Personalisation Matters
We often talk about how the B2B and B2C sales journey isn’t that much different any more. Much like B2C consumers, B2B buyers want the same things: convenience, personalization, and respect for their time.
Consider this scenario: A value-added reseller in San Francisco receives an email intended for east coast systems integrators. It happens all the time, and not only is this irrelevant, but it’s also distracting and counterproductive.
It might only take a second to realise that the email is irrelevant and delete it, but that’s a second your partner would rather spend elsewhere, and they’ll also be wondering why they’re not getting the same offers and opportunities.
We live in a world of complex algorithms that know everything about you. By the time you’ve watched a dozen films on Netflix, Netflix knows exactly what to put in your recommendations list. You need to be applying the same model to your channel strategy, and this can be driven through the right PRM.
Why Go To The Effort With Personalisation?
Without a doubt embracing personalisation takes some work, particularly upfront, to put the proper systems, processes, and algorithms in place.
However, the effort is worth it. A personalised approach shows your partners that you understand their unique needs and want to help them succeed. If you want your channel to reach its full potential, it’s time to take a more proactive, customised approach.
You might be thinking, “This sounds great, but how can I find the time to implement it?”
Here’s the good news: If you’re already using a channel portal, you likely have these capabilities built in. You just need to start using them. And if you’re not certain about how to get started with this, help from experts (including the team at Vartopia) is available.
