Analytics

Channel Success: Our Expertise in Channel Marketing, Enablement, End-User engagement and Rewards

We provide a holistic approach to channel marketing, combining strategy, enablement, end-user engagement, and reward programs to help IT vendors thrive. Here’s how our tailored services and expertise work:

 

Channel Marketing Strategy: Building Effective Pathways

A comprehensive channel marketing strategy is essential for growing market share through partners. We focus on everything from partner recruitment to product activation, ensuring your products and services reach the right audiences through well-established partners. Our strategic approach includes targeted to- and through-channel marketing initiatives, tailored to increase brand visibility and build deeper connections between vendors and their channel ecosystems. By aligning marketing goals with those of your partners, we ensure seamless execution and measurable results.

 

For example, we worked with a global tech leader HP to design a multi-channel demand generation program. This allowed them to elevate their brand messaging and align it with the partner network, resulting in improved sales across SMB and enterprise segments.

 

Sales Enablement: Empowering Your Partners

Sales enablement goes beyond training—it’s about empowering partners to become advocates for your brand. We deliver customised enablement programs, including learning management systems (LMS), interactive training modules, and sales aids, that equip partners with the knowledge and tools they need to sell effectively. Our approach includes developing customised pitch decks, ROI calculators, and even providing access to syndicated content that partners can use to engage customers.

In one instance, we developed a partner education program for a leading technology vendor Microsoft, which included webinars, gamified training, and a certification process. This initiative not only improved partner retention but also resulted in a significant increase in deal closures.

 

End-User Marketing: Capturing Demand Where It Exists

The key to success in any channel strategy is not just partner enablement but also engaging the end-users. Our end-user marketing strategies focus on activating demand where it exists and nurturing leads through the funnel. We provide demand generation materials, such as targeted email campaigns, social media content, and landing pages, that drive engagement and convert interest into sales. Whether it’s creating awareness for new products or pushing security solutions, we tailor campaigns that speak directly to your end customers, ensuring high-quality leads for your partners.

For a major OEM, we executed a multi-faceted end-user campaign focused on cloud and security solutions, which generated thousands of leads for their partner network.

 

Incentives and Rewards: Motivating Behaviour

At CI Group, we understand that incentives and rewards play a crucial role in motivating partners to achieve their targets. We design tactical and triggered incentives that encourage behaviours aligned with your business goals. From SPIFFs to points-based systems, our incentive programs are built to reward partners for actions like increased deal registration, training completion, or hitting sales milestones. By leveraging both short-term SPIFFs and long-term loyalty rewards, we ensure that your partners remain motivated over time.

 

Proof of Execution: Measurable Results

At CI Group, we don’t just deliver campaigns; we ensure proof of execution. By providing detailed reporting on every initiative, we help you track key performance indicators (KPIs) such as partner revenue growth, lead generation rates, and deal closures. Through bespoke and live dashboards.

These insights allow you to refine your strategies, ensuring continuous improvement and maximum ROI for your channel investments.

 

Does you agency understand the needs of your marketing channel ecosystem?

 

Get in touch for more information – ed.devine@cigroup.co.uk