Find out How Synchronized Channel Marketing Can Help you Reach More People
There is a fundamental problem with how vendors and their channel partners market their products. Vendors, who have the resources to create marketing content, are having trouble reaching their end customers. Channel partners, on the other hand, have the contact information of end users but do not have the resources to create marketing campaigns. However, channel partners are reluctant to hand over their customer information to their vendors for fear that the vendors will cut them out of the chain. Synchronized Channel Marketing solves all these problems.
By leveraging the power of Synchronized Channel Marketing, vendors are able to utilize channel partners’ network to extend brand name recognition, marketplace awareness, develop a unified corporate identity, and grow partner mindshare. At the same time, channel partners are able to leverage co-branded campaigns and assert themselves as influencers within their network. This form of marketing helps to reduce costs and resources that are spent on developing internal marketing materials.
In today’s digital landscape, synchronized channel marketing can help both vendors and their channel partners by significantly improving their marketing efforts towards lead generation, lead nurturing, and customer retention process.
Let’s dive in!
What is Synchronized Channel Marketing?
Synchronized channel marketing refers to the syndication of content between vendors and channel partners.
Once a vendor creates marketing materials for partners, synchronized channel marketing seamlessly integrates content into co-branded digital campaigns, and queues them for distribution to channel partner’s digital network.
Emails, social media posts, and landing pages can easily be co-branded with vendor and partner logos. This allows partners to share vendor’s published content–while simultaneously–promoting and securing their vendor’s brand and messaging.
One of the most substantial benefits of synchronized channel marketing is the data collected from the audience. Once a campaign is up and running, many automation platforms can provide valuable information such as click-through rates, target demographic behavior, their level of engagement, and other vital data. By analyzing these data vendors can learn how to tailor their next campaign to their target audience.
Marketing Benefits of Marketing Automation in B2B
Using Synchronized Channel Marketing for Generating Leads
Creating an effective marketing campaign is essential in creating brand awareness.
Marketing automation platforms are equipped with features for enabling vendors to remain directly engaged with their leads throughout their journey. One of the most valuable features is the ability to interact in real time and with personalized messaging with potential customers. This capability allows vendors to generate personal, timely, and relevant marketing material geared toward different segments of their customers. Therefore, vendors are able to leverage their brand’s message by:
- Connecting to their audience on a personal level
- Use different media-platforms to expose leads to their brand
- Create top of mind awareness
By studying the marketing campaign results, vendors can not only discover which campaigns were the most effective but can also see which partners were most active in each campaign. Additionally, utilizing the analytics from social media posts in a marketing campaign provides vendors and their partners with necessary information on which platforms their end consumers are using the most. Subsequently, marketers can allocate more funds to run campaigns on a social media platform where most of their consumers can be found.
B2B Buyer’s Journey
- 94% of B2B reported using online research at some point in the purchasing process.
- 71% of B2B researchers start with a generic search — rather than searching for a particular company.
- B2B researchers do an average of 12 searches before engaging with a specific brand’s site.
- 62% of B2B buyers say that a web search was the 1st resources they use to learn about a solution.
- 53% of B2B buyers report turning to social media to make buying decisions.
- B2B buyers are 57% of the way down the sales path by the time they engage with a brand’s website.
Source: 2017 Fronetics.com
Using Synchronized Channel Marketing for Nurturing Leads
Marketing automation brings consistency, precision, and organization into a business’ revenue strategy. When a potential customer downloads a whitepaper, reads a newsletter or responds to an email, vendors and their partners can seamlessly nurture the ‘buyer’s journey’ across different media platforms.
Converting prospects to customers requires regular and relevant communication as well as consistent tracking which are areas of marketing partners have a difficulty managing on their own. Synchronized channel marketing gives vendors and their partners the ability to engage with prospects gradually so they can build trust and develop a relationship.
At this point of the buyer’s journey, vendors have the ability to create campaign strategies for nurturing leads through targeted content, multi-media channel, and follow-ups. The content for these types of campaigns should be educational and at the same time establish the vendor and their partner as the solution provider to the lead’s needs and challenges.
It’s important to note that by utilizing the power of automation to stay in regular contact with existing customers, vendors are ultimately creating customer loyalty as well as upsell and cross-sell opportunities.
The Most Valuable Feature of Marketing Automation Software
Using Synchronized Channel Marketing for Retention
According to the book Marketing Metrics, the probability of selling to a new prospect is 5-20% – while the probability of selling to an existing customer is 60-70%.
Today, more than ever, customers have the power to choose and are expecting more from businesses. Marketing automation is an ideal tool to ensure that vendors and their partners continue to deliver excellent service, build and grow their relationships with their current customers.
By tracking current customers’ behavior and interaction, marketers can tailor an automated customer loyalty campaign for an improved customer retention. Keeping in touch with current costumers by personalizing their experience, identifying brand advocates, and asking for an occasional feedback are good examples of using marketing automation to strengthen relationships and improve retention.
Automating the cross-selling, up-selling, and customer follow-ups increase the customer’s lifetime value. Features such as better lead management and lead scoring will most likely help a business’s sales team yield a better ROI.
Best Metrics for Measuring Marketing Automation Performance
Synchronized Channel Marketing Made Even Easier
Our synchronized channel marketing module, MioDatos, provides channel marketers with a robust solution for creating, scheduling and distributing marketing materials for customers. Using the power of Synchronized Channel Marketing (SCM), MioDatos streamlines social media content, marketing emails and landing pages with seamless efficiency, giving you the tools to reach a broader scale audience without the aches and pains of trying to manually manage and share online marketing content.
- Optimize consumer awareness
- Nurture leads with content customers want to see
- Gain visibility into the indirect sales funnel
- Establish consistent co-branded messaging with channel partners
- Develop stronger marketing campaigns
- Increase partner and consumer loyalty