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Unlocking the Power of Partnership: How Product Marketing Enhances Your Channel Sales Strategy

Peter Brittliff
July 8, 2024
3
min read

What Product Marketing Brings to Your Partner Channel Sales Strategy

In the dynamic world of B2B technology products, success often hinges on more than just a robust product. A well-crafted partner and channel sales strategy can be the linchpin for reaching new markets, accelerating growth, and ensuring long-term sustainability. Integrating product marketing into your partner channel sales strategy is crucial for businesses leveraging Systems Integrators (SIs) and Managed Service Providers (MSPs). Here’s why.

Understanding the Voice of the Partner

Think of embarking on a long journey with a trusted guide by your side. This guide knows the terrain, the shortcuts, and the potential pitfalls. In your partner program, product marketing acts as this guide. Product marketers gather essential insights from win-loss interviews, case studies, and kick-off sessions by deeply listening to the Voice of the Partner. This continuous feedback loop helps tailor the partner program to be more beneficial and responsive to the needs of your partners, ensuring a smoother and more successful journey together.

Co-Marketing: A Symphony of Collaboration

Now, imagine the journey includes multiple teams working together, each bringing unique strengths to the table. Co-marketing is like orchestrating these teams into a harmonious symphony. With their expertise in various marketing strategies, product marketers collaborate closely with partners to develop and fine-tune co-marketing initiatives. These joint efforts, whether through webinars, co-branded content, or shared events, amplify the reach and impact of your marketing, ensuring that both your company and your partners reap the benefits.

Revenue Enablement: Equipping Partners for Success

As the journey progresses, it’s crucial to equip your partners with the right tools and knowledge, much like a guide ensuring their team has the best equipment and skills. Product marketers understand the unique challenges and pain points that partners face. By creating targeted collateral and training materials, they empower partners to sell and support the product effectively, driving revenue and ensuring mutual success. This preparation is essential for navigating the competitive landscape together.

Strategic Partner Recruitment

Imagine recruiting the best possible team for your journey. You need the right individuals who bring diverse skills and strengths to the table. Product marketers excel in demand generation and are adept at attracting the right partners through targeted campaigns and strategic initiatives. Whether it’s through events, webinars, or executive round-tables, product marketers ensure that your partner ecosystem is robust and ready to scale, just like assembling a dream team for a grand adventure.

Fostering Partner Growth

Continuous support and nurturing are vital for success throughout the journey. Just as a guide provides ongoing care and attention to their team, product marketing fosters partner growth through regular engagement and communication. From product update newsletters and roadmap webinars to account mapping exercises, these activities ensure that partners feel valued and supported, paving the way for long-term success and a strong, collaborative relationship.

Incorporating product marketing into your partner and channel sales strategy is not just beneficial; it’s essential. For B2B technology products, particularly those sold via Systems Integrators and Managed Service Providers, product marketing brings clarity, alignment, and support that drive mutual success. By fostering solid relationships and enabling partners with the right tools and insights, product marketing ensures that your channel sales strategy is effective and sustainable in the long run.

At Echidna Engage, we specialise in helping B2B tech companies unlock their full potential through strategic product marketing initiatives. Let’s partner together to drive growth and achieve lasting success.

Peter Brittliff
Chief Everything Officer
Echidna Engage

Fractional Product  Marketing for You

Contact us today for 15min discovery call to explore how we can help.

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