In order to effectively sell their products, organizations understand the significance of facilitating their partners in marketing and generating demand. They also recognize the challenges involved in implementing demand generation campaigns, providing information to partners, and allowing them to access marketing assets needed for setting up and executing campaigns. Nevertheless, the introduction of Through-Partner Marketing Automation (TPMA) capabilities has revolutionized the way companies can quickly implement comprehensive marketing platforms for their partners and stimulate demand. This article will delve into different facets of Through-Partner Marketing Automation.

Historically, partner marketing in the B2B sector involved organizing events for end-users and engaging in telemarketing. In the B2C industry, partner marketing encompassed activities such as advertisement and in-store promotions. Nonetheless, the emergence of social media and the growing trend of consumers and business buyers turning to online platforms for product research have greatly transformed the marketing landscape. As a result, marketing automation has evolved into a significant component known as Through-Partner Marketing Automation, consisting of key capabilities.

Today, every Through-Partner Marketing Automation platform must possess a fundamental range of capabilities related to the following activities:

• Setting up campaigns and programs– The primary goal is to set up programs and campaigns with the company’s business and channel objectives. Any Through-Partner Marketing Automation platform should provide a complete online campaign library where a partner can go and download either all individual assets in a click, or run integrated end-to-end campaigns in a few minutes. The ability of a partner marketing manager to set up campaigns in a dynamic way is paramount here.

• Planning demand generation activities– The goal for this set of activities is to identify a group of partners who are capable and willing to run campaigns and programs.

The partner profile manager feature enables vendors to conveniently upload their partner contact list in one central location to monitor partner activities. An advanced Through-Partner Marketing Automation platform not only tracks partner actions, but also empowers vendors to plan campaign activities in real-time on the web.

Lead management is crucial in a demand generation campaign as it aims to generate potential buyers for a product or solution. The advancement of digital marketing allows marketers to efficiently track their marketing expenses. Therefore, a current Through-Partner Marketing Automation platform should possess a highly advanced lead management feature, which is primarily facilitated by a CRM system.

Marketing Automation Tools to Use

Easily and simply, allow Constant Contact to deliver impactful emails.

Marketing in the modern era is not confined to a single channel; instead, it occurs simultaneously across various internet platforms and devices.

For most businesses seeking a simple method to combine their email and social media efforts, Constant Contact is the top choice among the numerous multi-channel solutions available for marketing automation.

Constant Contact’s unified dashboard enables individuals of all skill levels, including beginners and advanced marketers, to effortlessly manage both marketing fronts.

Brevo (formerly Sendinblue) offers opportunities to benefit from abandoned carts and post-purchase actions.

With Brevo’s (formerly Sendinblue) robust automation capabilities, you can effectively patch up any gaps that might cause missed opportunities.

By utilizing email, text messaging, or live chat on your website, you can maintain constant communication with customers. Brevo’s efficient operations minimize the requirement for numerous agents or representatives.

Many individuals will find that the eight prebuilt automated workflows are sufficient for their needs.

3. Integrate Sales, Marketing, And Support With Engagebay

EngageBay understands that sales, marketing, and support must work together instead of operating separately. For a business aiming to expand, engaging with customers after a sale is just as important as closing the initial sale.

You can have all your major customer-facing teams utilize EngageBay, resulting in increased efficiency for your company and a smooth experience for customers. Essentially, any knowledge acquired about current customers can be utilized in the effort to expand your audience.

4. Hyperfocus on B2C Automation With ActiveCampaign

ActiveCampaign is a highly attractive choice if you are in need of marketing automation specifically targeting the B2C sector.

With various automation features for leads at every stage of your funnel, this tool is extremely budget-friendly. Instantly reduce your workload and simultaneously connect with a larger audience.

You’ll have the advantage of connecting with customers anywhere, which is the best part. ActiveCampaign provides omnichannel automation, encompassing instant messaging and SMS, live chat, and Facebook.

5. Automate All Things E-commerce With Freshworks CRM

I strongly suggest Freshmarketer, which is a member of the Freshworks product lineup, for individuals seeking to streamline their e-commerce marketing efforts. Freshmarketer offers a comprehensive set of tools necessary to capture customers, comprehend their preferences, and boost conversions.

Stay connected with customers through various means such as email, live chat, SMS, and WhatsApp. Develop customized customer experiences and stay well-coordinated regardless of where the communication takes place.

6. Generate Leads, Close Seals, and Manage Your Pipeline on Auto-Pilot With HubSpot

If you want to reduce the number of tools you use for marketing automation, consider checking out HubSpot. It allows you to enhance your sales, customer service, and marketing processes all in one platform.

Beyond automating your business processes, it involves the integration and optimization of various departments into a centralized location, effectively streamlining the workflow of your entire business.

7. Master Multi-channel Automation With Acoustic

Acoustic offers a wide range of marketing automation solutions for multi-channel marketers.

If you’re handling campaigns with numerous components and a high volume, it’s a fantastic choice.

It can be utilized for email campaigns, social media platforms, SMS messaging, push notifications, print advertisements, mobile applications, and any other touchpoint through which your audience engages.

8. Let Act-On Seamlessly Nurture Inbound and Outbound Leads

Being a marketing agency, you are responsible for managing marketing campaigns for numerous clients, potentially even hundreds. Consequently, you require marketing automation software that can effectively handle all tasks, including a centralized management system for your own marketing campaigns.

The perfect solution is provided by Act-On.

With its scalable software, Act-On offers exclusive capabilities for managing both child and parent campaigns, allowing you to conveniently handle all client accounts through one Act-On login.

9. Supercharge Your Marketing Analytics Automatically With Pardot by Salesforce

As a B2B enterprise, you cater your marketing efforts to other businesses, which brings forth distinctive marketing obstacles. Consequently, you require a marketing automation tool specifically tailored for this purpose.

Pardot’s purpose is to assist B2B companies in establishing connections and translating those connections into profits. You will receive a set of tools specifically crafted for this objective, enabling you to manage intricate sales pipelines and cater to prolonged purchasing processes effectively.

10. Use Customer.io to Automate Timely Emails

Customer.io is vital for companies in both the B2B and B2C sectors, as it offers a comprehensive solution for various outreach methods such as email marketing, SMS, push notifications, and in-app messages.

Using Customer.io, you can deliver personalized and segmented messages to your customers through various channels, considering their behavior and customer data.

Conclusion

Having the capacity to differentiate yourself from competitors, good marketing can be challenging to stay abreast of effective and ineffective strategies.

Thankfully, marketing automation tools exist to make marketing easier for you and your team. By automating, you can spend your time and attention focusing on other efforts that will increase your company’s success.