We all know that it takes a while for a lead to go from warm, to hot, to an actual customer, but we bet it takes longer than you think. Saleshacker released an analysis that shows it takes 18 touch points to just get a response from a prospect. Let that sink in for a bit…18 touch points for a response! And that’s up from 12 touch points in 2013. As for what that means in 2023: it will only get longer.
The Challenge for Channels
Imagine how tough a channel marketer and salesperson’s job is getting. You have to create those touch points for every partner you have. For channel marketers with 10, 100, 1,000, or more partners, creating individualized campaigns with 18 touch points (soon to be more) is almost impossible. How can you create individual, effective campaigns at that level? An Excel sheet isn’t going to cut it. A properly integrated automation program will let you control over your touch points, and give your partners easy access to ensure those 18 touch points move your lead closer to conversion.
Marketing isn’t an area where you want your partners to go rogue. A consistent brand voice, imagery, and messaging are integral to making sure your brand is being properly represented. Your creative department understands your branding inside and out, and they are the best people to create your written and visual assets. By using a partner automation portal, your partners have access to the most up-to-date assets automatically set up ready to send, not an intern’s draft from 2016 that has been passed around in your partner’s marketing department. Partners don’t have to think or get creative on how, when or the order to send the assets. They just simply hit a button.
Channel marketing is not a one-size-fits-all element. By providing your channel partners with customizable partner automation, you can control the assets, messaging, and what elements partners can customize and personalize. Essentially, you and your partners are in co-control making it the most effective marketing tool at your disposal. This level of customization is easily scaled across a large number of partners. Without a through channel automation platform, these customized campaigns would take an inordinate amount of time and money that are better spent on well… almost anything!
Who wants to individually and manually track 1,000+ partners? Not us! Scalability is key to revenue growth, and managing your growing list of partners shouldn’t take away from your productivity. Channel Automation platforms do the heavy lifting for you, whether you have 50, 500, or 5,000 partners in your network.
While in-house systems seem to be self-explanatory to those that use it daily, it’s not always easy to see its order as an external party. Save your partners the pain of clicking through dozens of assorted folders as they try to find a specific graphic or campaign element. TCMA eliminates that frustration by being fully contained content and automation. The only thing is for a partner to add contacts and launch.
In a world where it takes 18 touches to get a response from a prospect, you’ve got to work smarter, not harder. The smartest option of all? xAmplify’s channel automation platform will do the heavy lifting of each of those 18 touch points for you. Contact us to learn more.