With limited resources and budgets, partners are looking to their vendors to go the extra mile with content to support their marketing campaigns and sales efforts.
When it comes to partner marketing, vendor-produced content has always played a significant role in joint go-to-market campaigns and sales enablement. With massive pressure on resources and budgets, many partner marketers view good vendor content as an efficient and effective way to differentiate themselves – but their experience is slightly different.
Our recent survey of partner marketers looked at the true opinions around vendor content. It identified a demand for content, but for it to be used by partners, it really needed to much more targeted, relevant, and personalised. The appetite to access partner portals for this content is high – but portals are only as good as the information within them. So, if you want more partners to access your portals, and use the content you produce, here are our recommendations, based on the research we carried out:
What to think about? Working with market experts and specialised proposition agencies can help ensure your content starts with your target audience’s needs first.
What to think about? Engaging a 3rd-party agency to help create tailored content and do a ‘final-mile’ spin to personalise it and make it relevant. That’s just what one of our customers did….
“We work with partners/agencies to provide specialisms where we don’t have this within the team. One of the biggest areas is in ensuring that we create content that works for our business, that is client specific and that can be re-used.” Catherine Dutton, ATOS.
What to think about? Aligning your messaging with your partners is critical. This means developing content that matches your own go-to-market themes and strategy to get the best results from all your campaigns.
What to think about? As well as developing the right type content,– it’s also important to find the right ways to share it. Our research showed that partners would prefer to have content emailed directly to them (70%) and also wanted support to discuss and understand the content, for example by conference call or a webinar.
Whether you are responsible for creating content for partners, or looking to get content support from your vendors, there is one key message coming out loud and clear from our research. For marketing content to drive positive actions and create leads, it needs to show a real understanding of the intended audience, be crafted specifically for their needs and weave together the expertise, knowledge, and USPs of both vendor and partner to create true differentiation. This can only be achieved through the ongoing development of close partner marketing relationships and a structured, collaborative approach to joint go-to-market campaigns.
To find out more about what makes a successful partnership, check out our previous research here: The Seven Success Factors of Partner Marketing.
Director & Head of Value Proposition Development.