Welcome to our five-part series focusing on how to improve your channel marketing efforts. This series offers practical tips that you can implement right now, courtesy of our vendors and partners. This is part two: 3 reasons your partner portal is being neglected.
Vendors spend millions of dollars to set up partner portals to communicate with their partners. However, less than 5% of partners actively use these partner portals. So why aren’t partners using these portals and what other ways are there to improve the results of your channel marketing campaigns?
In this article, we will be going into some reasons explaining
- Why partners aren’t using your portal
- How you can improve your channel marketing results by surpassing the portal.
Is a neglected partner portal a recurring topic in your organization? You are not alone. We hear about it all the time from our customers.
Why partners aren’t using your portal
Reason 1: partners have to manage 10-20 partner portals
Try to put yourself in your partners’ shoes. Most partners sell products from 10 to 30 vendors. Each vendor expects their partners to use their partner portal to
- Register deals
- Collect marketing collateral
- Share these marketing assets with their local network
Imagine having to remember 20 passwords for 20 different portals, and having to meet the expectation of all the vendors at the same time. It’s an impossible job, and we need to make life easier for them.
Reason 2: partners often lack the know-how to execute online marketing campaigns
Even if they do manage to find the time to collect your marketing assets in your portal, your partners don’t necessarily have the in-house expertise to execute online marketing. They have to go to their web builder, hire an external agency for social media, and invest time and money to be able to join your campaign.
This lowers the partner participation rate as it creates a lot of bumps on the road.
Reason 3: partners have to opt-in for every single campaign
Every campaign requires partners to log in, download the assets, share these with their team or externals before they can even start participating. This leads to a lack of time, a lot of frustration, and an inefficient workflow.
How to improve your channel marketing results by surpassing the portal
The best way to make life easier for your partners is to create a real-time connection with your partners’ marketing channels. Give them the option to opt-out instead of opt-in. We have seen instances in which the partner participation rate has increased from less than 15% to 90%.
We need to rethink how we can enable our partners to join in with marketing campaigns in an efficient and automated way. They lack resources and time to explore your partner portal. If they do have the time, they often don’t have the expertise to execute the campaigns.
So consider automating the campaign process and creating a connection to their marketing channels with the option to opt-out. Do this, and your marketing campaign investments will pay off.
Part 1: GDPR: are you 100% sure you’re doing it right?
Part 3: 3 takeaways to create content your partners will love
Part 4: 3 reasons alliance campaigns deserve your attention
Part 5: 3 ways to mobilize partners for your channel marketing campaign