Impartner Paid Media TCMA success story
SMB resellers make up 90% of the tech channel market, yet they’ve traditionally been underserved by big corporate brands. This is largely driven by the fact that smaller resellers rarely have the marketing resources required to work with one big brand, let alone multiple brands, or juggle multiple marketing programs. Distribution to these resellers, too, is a big challenge, as distributors typically tend to lag a little on the marketing side, especially digitally.
With an average of just 8 to 10 employees, these resellers don’t have the time, bandwidth, or marketing expertise to properly execute campaigns. You’ve also got to consider that many of them don’t even have some of the basic social channels that are crucial to driving demand and sales. Reality bites, but banking on organic partner marketing efforts isn’t going to get your message very far.
To overcome this challenge, our partner AscendX Digital created an innovative multi-vendor model that enables corporate brands, distributors, and resellers to automate their channel activities. By using Impartner’s TCMA solution, AscendX can offer resellers a single centralized location to learn about the program, embed a single set of code on their sites, and a simple opt-in to take part.
Using automation, the model/platform takes the content provided by the big brands, syndicates it not only on the resellers’ websites but through their social channels, delivering a level of brand awareness and engagement in the market they never would have dreamed of achieving without it. And they barely have to lift a finger!
As a result, AscendX created a differentiated channel marketing service with automated, scalable TCMA that helps:
- Distributors bring a suite of corporate brands to the resellers, so they have one place to go for the content and for the marketing programs.
- End the need for resellers to manage multiple marketing and demand gen programs with a set-it and forget-it model.
- Cut the need for in-house marketing resources.
- Big brands expand their marketing reach (through distributors) to thousands of resellers.
- Resellers leverage the marketing investments big brands have made.
- Automate content on resellers’ social channels and increase follower growth (even if they don’t have these channels prior).
- Resellers elevate their own digital presence on their websites and social media while generating thousands of impressions and hundreds of new customer website visits monthly.
Getting TCMA right with advanced marketing automation
Through-channel-marketing automation provided by Impartner meets the needs of channel program leaders looking to get started and those looking to scale rapidly.
Imagine handing over some automation to your partners, and within hours having a syndicated site set up, clicking just a few buttons, launching a social campaign to engage with your existing followers, and working on turning them into sales opportunities that same week. Yes, it’s that and more.
Impartner TCMA enables you to:
- Expand your top of funnel with paid Google Ads for the Channel to push relevant search traffic – hot prospects – directly to your local channel partner.
- Experience clean lead generation that allows you to get leads directly to your partners and not be in the messy middle.
- Scale seamlessly by using built-in automations and “out-of-the-box” campaigns that make it just as easy to serve one partner as it is to serve thousands.
- Ensure brand compliance through centralized management of all through-channel assets to ensure every partner remains in tune with your marketing.
- Own the right message, at the right time, with unique and demand-driven content that’s smart enough to send users to the right place on your partner’s website.
- Optimize efforts with access to lead attribution insights that show the full ROI view, plus top lead generating partners and content.
- Increase efficiencies with critical integrations to necessary business systems, like Salesforce, Zoho, and HubSpot, that matter to provide operational efficiencies and improved visibility between program leaders and partners.
By considering your channel tech stack carefully – like a PRM tool that integrates seamlessly with your CRM tool, and further integrates with an advanced TCMA Demand Generation Platform – you can say goodbye to underutilized TCMA solutions and organic partner marketing efforts that fall short and shut the door on inefficient paid partner marketing with Google Ads.
Impartner’s TCMA makes it easier, more automated, and more scalable for you to do the work for your partners. Not only do you have full, automated control of your brand from a centralized location as you syndicate your dynamic co-branded microsites, but you’re also driving traffic to these sites via email, social, and paid media campaigns that you’re launching through your partners – all they have to do is opt in and see quality leads and deals flow in.
(Possibly the best part?) The advanced capability of adding Google Ads for the Channel to your TCMA package guarantees that the right message, branded as intended, hits the right market, for the right partner, at the right time through automated digital advertising – without any partner effort.
You’ll finally be able to tap into that extra market reach the long tail of your channel provides, with the added benefit of analytics to help you make data-driven decisions that optimize the demand your partners generate.
It’s time you expanded your marketing reach and increased the ROI on your through-channel marketing investments. Our expert team is ready to help you do so at the speed you need. You could be up and running in as little as 14 days! Request a demo to get started.