How the Right Through Channel Marketing Automation Makes Digital Marketing Simple for Partners


Comprehensive marketing campaigns require companies to use the same imagery, brand assets, and messaging when putting out their message. But what about when companies work with channel partners, strategic partners, alliances, tech partners, MSPs or resellers? How can they ensure that everyone is consistent with brand voice and digital marketing efforts? Enter Through Channel Marketing Automation, or TCMA. 

What is TCMA?

TCMA is a type of software that helps B2B companies manage and optimize their channel marketing efforts. This type of software allows companies to automate repetitive tasks such as lead generation, lead nurturing, and campaign management. Additionally, it provides tools to track and analyze the performance of channel partners and campaigns, allowing companies to make data-driven decisions about how to allocate resources and improve their overall channel marketing strategy. By streamlining and automating these processes, through-channel marketing automation can help B2B companies increase efficiency, drive revenue growth, and strengthen relationships with their channel partners.

How does TCMA make digital marketing simple for partners?

Single-Source of Truth

TCMA makes digital marketing simple for partners by providing them with a centralized platform to access marketing materials, campaigns and tools. This allows partners to easily access and utilize the resources provided by the company, such as pre-approved email templates, social media posts, landing pages, and other marketing assets. TCMA is the single source for the partners for everything to the company. 

Content + Automation = Easy Button

One of the biggest questions for adopting any channel technology is “will partners use it”? The right Through Channel Marketing Automation integrates automation with content from companies. All the partners have to do is simply connect the essential elements like social media accounts, lists, or landing pages. With only a few clicks of a button, partners automate repetitive tasks such as lead generation, lead nurturing, campaign management and social selling. This allows partners to focus on more strategic activities, such as closing deals and building relationships with customers while the rest is on autopilot.

Reduced Marketing Costs

TCMA offers cost-effective marketing resources that allow partners to market to their audiences, without an increase in marketing overhead. They are able to scale using templates or assets that align with the brand they are representing, while tailoring the messaging for their audience. Companies use the power of the network to drive awareness, lead generation and more without spending any more money. With TCMA, partners don’t have to ask for marketing funds for automation tools or creative development

Detailed Analytics

TCMA provides companies with detailed analytics that measure the success of varying digital marketing campaigns as well as the performance of the partners. This data helps brands understand what digital marketing components are working, what requires additional testing, and what changes they need to make. Partner analytics informs the company on which partners are driving the best performance and which ones need assistance. TCMA makes it easy to convey this information to partners so they can quickly update their marketing efforts.

Increased Partner Engagement

Partnerships need to be a mutually beneficial engagement for both parties involved. TCMA reduces obstacles that arise in marketing efforts, and makes it easier for partners to operate efficiently and effectively. By eliminating the overhead of repetitive tasks such as lead generation, lead nurturing, campaign management and social selling, partners are more engaged because there is an autopilot of growing their business. 


The right automation software often includes a self-service portal that partners can access to track the performance of their marketing efforts, view leads generated, and access analytics and reporting. This enables partners to quickly and easily access the information they need to make data-driven decisions about their marketing strategies. These portals are private and visible to only partners. Companies get only anonymized data of list size and activity that doesn’t violate GDPR, CCPA and other emerging privacy laws. 

The best partnerships are based on collaboration, transparency, and the marketing efforts. Through Channel Marketing Automation gives your partners access to everything that they need to properly and effectively market your brand while keeping costs down. Want to see the power of TCMA in action, schedule a demo

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