Jason Solarek picture
Jason Solarek @ Bridge Feb. 5, 2020 • 12:22 PM • 1,513 days ago
Jason Solarek picture
Jason Solarek @ Bridge Feb. 5, 2020 • 12:22 PM • 1,513 days ago

Gartner shared this advice for managing your company's marketing efforts:
 
  • Strategy for the partner marketing program, and how it aligns with the overall brand marketing strategy.
  • Funding and talent resources dedicated to driving and administering partner marketing relationships.
  • Campaign modes, or the balance of approaches to partner marketing. “To” campaigns provide information about a brand’s product and service for partners to use internally. “Through” campaigns run through the partner’s channels; the brand often finances these campaigns and provides content for them. “With” campaigns are joint efforts run by both the brand and the partner to increase scale and reach.
  • Campaign content includes campaign content the partner will use and sales enablement content like training modules and demonstration scripts. 
  • Communication channels used to distribute content and measure campaign performance. Partner relationship management and marketing automation platforms help track performance.
  • Execution of campaigns from start to finish, from partner recruiting to running the campaign to campaign-related sales activities.
  • Post-campaign activities for “through” and “with” campaign modes, including lead follow-up, lead qualification and lead nurturing. Each brand decides with their partners when in the sales cycle to pass on leads, if at all.
  • Tracking and performance management to assess how the partner marketing relationship performs, how it can improve and whether it services the needs of the brand.
Read more:
https://www.gartner.com/en/marketing/insights/daily-insights/boost-results-of-your-b2b-marketing-partnerships