Message Development for Channel Communications
Channel partners always want leads. However, statistics show that partners need manufacturers to drive the sales process as much as they need leads to fill the funnel.
Therefore, messages must be balanced, between those that qualify prospects early in the sales cycle, and ones that put you ahead of the competition. Capturing whole product arguments will help lay the groundwork for more successful RFIs and RFPs.
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Content Development for Channel Communications
Technology changes quickly, so updating training, product and service collateral in an indirect sales channel is a constant challenge.
A strategically organized marketing collateral plan that blends data sheets, bylined articles, case studies and other content can not only better withstand changes, but will provide a wider platform to highlight tangible benefits and proven results. Localization - not necessarily for language, but for cultural or economic climates - is also important.
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PR and Outreach for Channel Communications
Tech media will often look to channel partners for a front-line read on how manufacturers’ technologies play in the real world.
This represents a golden opportunity for partners to highlight their value-add and drive more high-margin service business. Partners who can make themselves available to media on a consistent basis get the dose of third-party validation that can often tip the scales in their favor.
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