Get more from your partner program with the partner marketing agency for B2B technology brands
Optimise your partner program with Splendid as your partner marketing agency for to-partner and through-partner marketing.
Why use a partner marketing agency?
Engaging and empowering partners is now an essential part of successful B2B technology marketing. Yet many businesses are unsure how best to structure and manage their partner programs. The truth is there are a limited number of potential partners in the technology sector, and competition for their loyalty is fierce. To stand out, you need to reward and nurture the partners you already have, plus uncover creative ways to attract new partners to your network. By focusing on building a unique, sustainable and authentic partner program, you can create value for your partners, their customers, and your own brand.
Splendid has been developing IT B2B channel marketing programs for over a decade, giving our team a deep understanding of partner program mechanics, marketing and communication. We help you analyse your program through a commercial, customer and competitive lens, then recommend specific strategies and tactics to help you continually improve and evolve your program over time.
Splendid’s approach to Partner Marketing
It’s not uncommon for technology brands to struggle with measurement of the performance of their partner network. This leads to inefficient marketing investment, or a disengaged and unmotivated partner network. As an experienced partner marketing agency, we focus on providing you with the visibility you need, so you can build more high value relationships.
Our capabilities within this service
Program growth and development
Program growth and development
Marketing and communication
Marketing and communication
New partner program strategy
New partner program strategy
Through partner marketing assets
Through partner marketing assets
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FAQs about B2B social media services
Most technology vendors don’t sell directly to end customers, but through their partner network. A partner can usually provide a level of implementation expertise, day-to-day support and services that the vendor can’t offer alone. Ideally, being part of a network also delivers important benefits to the partner – making them more likely to recommend one vendor over another.
For a technology vendor, a partner program provides an opportunity to foster a network of loyal businesses who are out in the market, actively promoting and selling their products and services. For partners, it can mean ready access to tools and information to assist the sales process and help them grow their own revenue. This could include access to exclusive information about the vendor’s products and services, latest bundles and promotions, coaching and education on advanced selling techniques, sales incentives and bonuses, marketing collateral, networking opportunities, learning and development initiatives, and more.
While the underlying principles of a successful partner program are consistent, there are important differences in the execution of programs within the technology sector – and varying levels of sophistication. While more mature programs often offer tiering and collaboration, many simply don’t provide enough value to partners to encourage them to recommend a vendor’s products or services.
Splendid offers a range of services to help you build a new partner network, or more effectively grow and nurture an existing one. We have helped our clients:
- Identify any gaps or obstacles in their current program, as well as opportunities for growth.
- Understand the competitive landscape.
- Drive engagement by producing and delivering high value marketing assets and resources to your existing and potential partners.
- Continually measure and optimise program performance, with detailed insights from marketing activities, partner interviews, surveys and competitive analysis.
Splendid collaborates with C-suite executives, sales specialists, and technology leads across large vendor organisations, as well as directly with partners. As we specialise in B2B technology marketing, we have deep understanding of the partner landscape for technology businesses. We are able to deliver actionable strategic recommendations that help you simplify, prioritise and accelerate the returns from your partner marketing. We have a demonstrated ability to increase engagement and add value, driven by our strategies that resonate both with partners and customers, offering a solid foundation for ongoing measurement and optimisation.
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Want to know more about Partner Marketing? Get in touch.
Unlike other B2B marketing agencies, Splendid Group has a specific focus on technology brands. We have helped some of the world’s leading technology businesses connect with their customers and get cut-through in an increasingly competitive market. How can we help you?
