Elevate your Client Relationships by Solving the Channel Marketing Challenge

Transcription

1 CONTENT SYNDICATION E-COMMERCE BUSINESS INTEGRATION business integration BUSINESS INTELLIGENCE Elevate your Client Relationships by Solving the Channel Marketing Challenge For Consultants and Agencies For Consultants and Agencies Website: Website: contentsyndication.tiekinetix.com North America: Phone North Europe: America: USA: Phone Europe: Asia: Europe: Phone Asia: Asia:

2 The Fight for Channel Marketing Effectiveness Whether you work for a digital marketing agency, when it comes to maximizing the value of their partner relationships. After all, nearly every organization with a and resources keeping these relationships active, up-to- business focus, these companies must address two key challenges in managing these relationships: maintaining bandwidth and/or expertise. Even if the company is maintaining an existing brand, it s often a struggle to ensure updated branding and messaging on partner sites Every organization wants to control its brand messaging. Yet this is easier said than done. When a company acquires or launches a new brand, it must often bring on new partners while encouraging existing partners to update messaging. Even if the company is maintaining an existing brand, it s often a struggle to ensure updated branding and messaging on partner sites. At the same time, it s not unusual for your client to dedicate just one or two channel marketing managers to handle dozens, hundreds, or even thousands of partner relationships. These managers almost always lack the time and resources needed to keep all partners updated with the latest content and messaging. To complicate matters, the partners are focused on making sales to boost the bottom line leaving little to no time for marketing-focused efforts. Even a partner with a dedicated web development team often lacks the resources to update its site with a company s latest and greatest messaging. That s because, in many cases, the partner is selling multiple solutions for multiple vendors and needs to maintain and update messaging for all of them. 2

3 Three channel marketing imperatives: Provide high-quality content Make the content accessible in multiple digital locations Ensure partners understand the impact of content The Need to Close the Gap Between Partners and Content In spite of these challenges, now more than ever, it s critical for agencies and consultancies such as yours to help clients bridge the gap between their partners and their content. One reason is that your clients potential customers are researching and purchasing through multiple avenues including via partner sites. To make the shortlist of possible solutions, your clients need to market effectively via every channel, including partner sites. Omnichannel marketing is about being present or available across the consumer s behavioral path: each potential contact point integrated with all others. The implication for marketers is to start building the infrastructure to deliver an integrated experience in the omnichannel world or face the prospect of being left behind. 1 These days, effective marketing often hinges on providing top-notch content that prospective buyers can easily access and consume. After all, with today s buyers in control of the purchase process, your clients are increasingly relying on their content to make a connection with and impression on prospects as they conduct online research. Consider that IDG Connect s research found that poor content reduces the likelihood of a vendor making the shortlist by 30%. 2 It s no wonder 9 out of 10 B2B organizations are marketing with content. 3 At the same time, more organizations are turning to agencies and consultancies such as yours to help them address their marketing challenges. It s projected that digital marketing agencies will double in quantity in 2013 due to growing demand. 4 In fact, more than half of marketers surveyed by PulsePoint said they expect to increase their relationships with digital agencies in the next twelve months. 5 The Solution: Channel Content Syndication partners updated with the latest content, but this sends visitors away from the partners sites. Plus, the content is not rendered optimally for the site visitor because it was not developed with the partner s site design in mind. Other companies use unsophisticated content distribution methods, but these are often costly and hard for partners to install Content Marketing Institute, 2013 B2B Content Marketing Benchmarks, Budgets and Trends, 4 Forbes, Follow The Money: Digital Marketing Trends For 2013, December 20, 2012, 5 Digital Marketing Depot, Digital Agencies 2013: A Buyer s Guide, 3

4 Your clients need a solution that s simple and automated so it s easy for small partners to manage themselves, yet high tech enough to satisfy the most demanding, savvy partners. One company spent 6 months building a massive XML feed, and only four partners are using it and it took 3 weeks to implement just one partner. On the other hand, a telecommunications company used TIE Kinetix platform and quickly registered 1,000 partners. Fortunately, you and your clients can take advantage of a proven approach to effectively addressing these challenges: channel content distribution of digital content to partner websites. But this distribution feeds, or web content or digital asset management systems. With channel content syndication, companies can easily publish, control and track rich content experiences on a limitless number of third-party websites. Moreover, they can simplify marketing processes, enhance the overall experience within the channel and, in some cases, generate leads. possible for consultancies and agencies such as yours to help their clients address these requirements. Because the platform is cloud-based and adaptability to support your small and large clients, even as needs change and grow. This enterprise-capable platform featuring advanced functionality is used by some of the world s biggest brands to manage analytics that provide insight into how content is being consumed. Channel Content Syndication Across Industries Channel content syndication is used by a range of companies to great popular ways of using content syndication include: Channel marketing for insurance companies Content monetization for publishers and media companies Channel marketing for insurance When it comes to syndicating content, many large insurance companies go through a build-versus-buy decision-making process. Insurance companies are very concerned about control, automation, and streamlined processes that tie into multichannel marketing because of HIPAA compliance laws that require them to update policies on agent sites. In fact, they usually assume no third-party solution can address their needs. TIE Kinetix can integrate into all platforms and gives insurance their focus to an area that is not their core expertise, these companies can take advantage of the sixth iteration of the TIE Kinetix platform, Publish mass updates across agents existing websites agent s website

5 control which agents see what content Channel marketing for VARs and long-tail partners Vendors that work with channel partners want to help these partners market their products, whether that means generating interest or and keep all their partners engaged and productive. By tapping into the TIE Kinetix platform, they can easily provide their partners with updated content and even leads, while empowering their partners to maintain a Why your clients should build content syndication technology into their global partner strategies. Content syndication helps ensure: Partners are using content as intended and at the right time. All partners present consistent content, to avoid confusing prospects and customers. Information hits the marketplace in real time. With TIE s channel syndication solution, vendors can provide partners and campaign updates instantly. Vendors can dynamically deliver co- action buttons and lead capture forms where appropriate, helping to channel partners can integrate targeted lead lists, deploy a co-branded automated, co-branded campaigns directly from the vendor. critical moment by displaying syndicated content, whether a photo, channel partners are often long-tail partners underserved by channel enablement efforts 6, the ability to syndicate content to sway a purchase is a tremendous opportunity for vendors. Content monetization for publishers As publishers see a decline in print and advertising revenues, they re seeking ways to get into the digital revenue stream by monetizing their existing content and relationships. For example, some are packaging their content, such as product reviews and tours, and selling it to vendors to use on their own sites. Using content syndication, publishers can easily monetize their content by: based data Providing an added value to the web experience, which helps convert Instantly updating and tracking with award-winning web analytics 6 5

6 Conclusion: Guide Your Clients to Better Channel Marketing Companies across industries are seeking to maximize the value of their partner relationships. Increasingly, these companies are turning to agencies and consultancies such as yours to address this requirement. Did you know? TIE Kinetix Content Syndication Solutions are consultant-friendly and geared toward addressing your and your clients toward addressing your and your clients unique challenges and goals. and robust of marketing tools. TIE Kinetix has vast experience working with consultants and agencies such as yours: we understand your business model and how your clients rely on you to guide them on check out this short informative video: Contact us For more information on Content Syndication please contact: TIE Kinetix Website: contentsyndication.tiekinetix.com North America Europe Asia