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Did you invest more in sales and marketing programs directed at your channel partners this year? More than two-thirds of the respondents to the first annual Channel/Partner Marketing Benchmark Survey say they bumped up their channel marketing efforts during 2021. But, unfortunately, some of those efforts aren’t as effective as they could be — only 20% of respondents describe their current programs as “very effective.”

It’s metrics like these that drive the work we do at StructuredWeb. Brands recognize the importance of channel marketing programs, yet most don’t have the platform or the resources to optimize those programs. We know we can help — in at least five important ways. Introducing the Five C’s of Channel Marketing.

Create, Connect, Communicate, Convert and Calculate

Several years ago, our founder, Daniel Nissan, introduced the list as a simple framework for designing successful channel marketing programs. Since then, we’ve seen top brands like Veeam and Aveva win Forrester B2B Summit Awards and customers like Ingram Micro Cloud and Nuvias generate business success using our comprehensive, enterprise-grade channel marketing automation platform.  

By helping you Create effective, engaging and localized content, Connecting partners to the right content at the right time, allowing you and your partners to Communicate to customers in a variety of marketing touch points (and languages), providing tools to help Convert leads into sales, and Calculating results through real-time analytics, StructuredWeb helps brands like yours launch, maintain and monitor highly effective channel marketing programs.

Impossible Without Automation

Empowering and managing an increasingly diverse partner channel requires a multi-faceted, multi-pronged approach — one that Jay McBain, Forrester’s Principal Analyst, Channel Partnerships & Alliances, says is no longer possible without automation. Our platform provides that automation, ensuring existing customers are retained, no new opportunity is missed and partners remain engaged and selling.

We’re kicking off a new series to provide an in-depth guide into each of the Five C’s, so stay tuned as we walk you through the tips, techniques, and tools we’ve seen deliver quantifiable results for some of the world’s leading brands.