 As a seasoned marketer I like to think I am forward thinking and don’t spend too much time looking in the metaphorical rear view mirror. That’s indeed the case for most things at Yellow Spider, until it comes to finding out more about partners….. you see, it’s all about the data. Data really is key to understanding your channel. I spend a lot of time talking about how important it is to have the right partners as opposed to lots of partners, and for me this all starts with understanding partner behaviour and the choices they make. Having a clear picture of partner buying patterns allows you to build a transactional profile of them. The benefits are obvious; you can immediately see who your biggest customers are, which contribute the most margin and which products are your top sellers. Tracking these buying behaviours over a significant period and introducing a regular cadence of data analysis allows different patterns to emerge, such as seasonal trends and growth in partner types, and partners who used to buy but for some reason no longer do. That’s all great information but nothing ground breaking. It starts to get interesting when you take this analysis to the next level. Overlaying external data from other sources - such as associations with competitive and alliance vendors, paid profiling and company information - adds another dimension to the transactional profile we’re starting to build and starts to produce some really interesting ways to view a partner. What has this got to do with marketing I hear you say……? At Yellow Spider we use this insight to build out tailored nurture streams and targeted partner journeys to ensure our client’s partners are interested, fully enabled and motivated to sell. Aimed at driving specific behaviours we carry out advanced data analytics and over lay our channel experience to identify partners groups for:
Yes, you can go out and write generic ‘one size fits all’ nurture streams but channel partners are savvy, they are bombarded with vendor messaging every day. To stand out from the crowd you need to communicate a message that resonates, provides a solution to a specific requirement and shows you understand the partner’s goals and market position. Advanced data analysis could be the missing link in your partner marketing, if you’d like to learn more, get in touch with Yellow Spider, we’d be happy to chat through our methodology with you and highlight the potential value to your organisation.
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