Marketing certification courses combines marketing skills transfer and supplier-specific program information to enable partners to effectively plan and execute supplier-created marketing programs.
Essential course components may include:
- Buyers Journey: Partners should be taught to identify and meet buyers’ information requirements during each stage of their buying process. For each product being resold, provide a list of questions that partners should be prepared to answer at each stage using marketing assets (e.g. case studies, white papers, ROI calculators). These questions can be communicated to partners through a one-page summary that addresses the broad phases of the buyer’s journey (education, solution, vendor selection). Suppliers should also train partners on buying roles (e.g. champions, ratifiers), the influence that these roles exert at various stages of the buying process, and how to customize content or tactics for each role.
- Demand type: Help the partner position an offering with target buyers by showing how to align messaging to the type of demand the partner must try to create: new concept, new paradigm or established market. This training should help partners develop talk tracks for the solutions they are attempting to resell. Partners also should be able to detect when demand type changes due to a change in the delivery of the solution (e.g. SaaS vs. on-premise). Create worksheets that guide partners through a series of questions to determine demand type; these can be reused in partner marketing programs or when assisting sales in developing call scripts.
- Multi-touch lead development: Because most b-to-b inquiries are generated over the Web – as potential buyers on their journey first locate, then educate themselves about potential solutions – partners should be trained to develop these leads using multi-touch lead nurturing programs. Specifically, they should learn to use four critical elements in digital marketing – messaging, offers, tactics and data collection – to create a multi-touch program that offers potential buyers appropriate content at each stage of their buying process.
Educate marketing associates at the partner level how to find and use assets within the supplier’s own CMM portal to drive better awareness and adoption of these tools. Then reward these individuals substantially, for training on how to use the tool, piloting a few of these campaigns in-a-box, and then for loading proof-of-performance - and you’ll increase utilization and drive demand generation.
Although these incentives cannot compensate for the absence of an easy to use CMM tool or competitively superior campaigns offering, they can be effective as part of a holistic strategy for improving partner engagement at both the organizational and individual levels.
Learn more about how to improve partner-led demand creation with marketing certification programs.
About the Author
Chief Strategy Officer Claudio Ayub brings over 20 years of global channel marketing experience to Perks.He has executed major go-to-market programs for a variety of vendors, including Bing, Cisco, Dell, EMC, IBM, Kaspersky, Lenovo, Microsoft, Motorola, Seagate, Symantec, and VMware among others.More Content by Claudio Ayub