When considering Partner Platforms, it is important to consider a few distinct types: Marketing Automation, Partner Relationship Management (PRM) Systems/Portals, and Point-Of-Sale (POS). If we were to attempt to cover all three in one blog, the result would be a confusing mix of ideas, concepts, and explanations. Therefore, we are narrowing our focus to explore a significant type of platform: marketing automation.
What is Through-Channel Marketing Automation?
TCMA, or Through-Channel Marketing Automation, is a technology platform that allows brands to expand their advertising efforts across various channels and boost local sales by effectively managing marketing resources and brand assets with their channel sales partners. Jay McBain, an analyst at Forrester, introduced the term TCMA in 2017, also known as distributed marketing management (DMM). Since then, McBain has conducted extensive research on this topic, covering use cases, advantages, and an overview of TCMA vendors.
Who can benefit from a through-channel marketing automation platform?
To put it succinctly, both brands and their partners gain advantages when a TCMA platform is put into practice. It effectively connects a brand’s corporate marketing initiatives with the specific requirements of their local partners.
TCMA is beneficial for brands as it allows their local partners to develop marketing materials that align with the brand and effectively manage co-op funds. Brands encompass manufacturers, suppliers, distributors, and service providers with a network of partners such as dealers, agents, franchisees, operators, sales representatives, and retailers, depending on the industry. These partners greatly influence a brand’s sales in particular localities. With numerous local partners spread across national or global regions, executing consistent corporate marketing campaigns becomes difficult without a TCMA platform.
Key features of the best through-channel marketing automation platforms
The top TCMA solutions offer a comprehensive platform that allows partners to effortlessly carry out necessary channel marketing activities. These activities may include accessing logos, personalizing templates, requesting promotional items, and overseeing co-op funds. Principal attributes of the finest through-channel marketing automation platforms encompass:
• Efficient workflow
• Governance that can be customized.
• Analytics that are strong and resilient
• User-friendly for business partners
• Marketing assets that are shared among multiple brands
• Customization at the local level is under control.
• Streamlined platform for content distribution
If you’re wondering how to select the best marketing automation provider for your Channel Partners, we are here to offer assistance. It is crucial to choose a partner portal that aligns with your business and objectives. We often receive inquiries from our Vendor clients about the optimal channel marketing automation tool. The answer varies depending on the specific requirements of the Vendor and their Partners. Below are three options that we have had the opportunity to demonstrate.
Marketing Automation Platforms
Zift Solutions, Inc.
One of the leaders in Channel Marketing Automation is Zift Solutions, which has its headquarters in Durham, North Carolina. It has been recently acknowledged by SiriusDecisions as the leading vendor for Channel Marketing & Management (CMM), with a strong emphasis on deep engagement, visibility, and collaboration throughout the sales lifecycle.
The Zift marketing automation platform’s main strength lies in its user-friendly interface. Through the implementation of ‘Through Partner’ marketing automation, they simplify the process for Vendors to assist Partners in accessing and utilizing integrated marketing strategies.
Zift employs Embedded Access Applications (EAAs) to improve the platform’s flexibility and connect with various CRM platforms including Salesforce, SugarCRM, Microsoft Dynamics, and others. Moreover, the Zift platform allows for content and social media syndication choices that seamlessly integrate with marketing automation platforms such as Hootsuite, Hubspot, Pardot, Oracle/Eloqua, and Marketo.
Despite its hands-off and automated approach, Zift ensures that campaigns are not stagnant but rather highly customizable, thanks to its transparent and accessible process accompanied by support. With closed-loop and shared analytics, Zift enables better visibility and measurement, allowing users to easily determine their return on investment. Additionally, Zift provides various forms of support at both Partner and Marketing levels, enabling users to create top-notch content, refine messaging, or receive assistance in generating content.
Zift is the preferred option for individuals in search of a complete and captivating solution to enhance channel sales, all accessible through a single platform.
StructuredWeb
StructuredWeb, a company based in New York City, has been recognized by SiriusDecisions as the “most comprehensive” channel marketing and management solution. This acknowledgement is a result of the company’s extensive experience in channel marketing, as well as its innovative product offerings and end-to-end marketing process.
The platform provides a comprehensive set of marketing tools, including content marketing and online advertising, through five marketing modules. Additionally, there are three management modules that support these marketing features. The pricing is based on the usage of Partners and modules.
StructuredWeb offers comprehensive reporting and real-time analytics for campaigns, programs, specific partners, and assets. These reports are provided instantly, enabling users to observe immediate outcomes and make informed decisions. Moreover, vendors can seamlessly integrate these reports into the platform, showcasing a holistic view of the entire process. For those seeking an all-in-one solution, StructuredWeb is the ideal choice, as it encompasses all the necessary features.
TIE Kinetix
With over 25 years of experience, TIE Kinetix, a company based in the Netherlands, has developed a distinctive approach to Partner marketing. When a Partner registers through the TIE Kinetix platform, their content is seamlessly linked with the Vendor’s content on the Partner’s website. This optimization of the end user experience leads to improved brand control and increased lead/sales conversions.
TIE Kinetix places significant emphasis on their platform, but not in a conventional manner. Their aim is to accelerate the journey to success by ensuring automation for all tasks. The Partner’s content is tailored through integration with the supplier site, and subsequently prepared in advance before being accessible to the channel community.
All activities within the platform revolve around content distribution, making syndication an integral part. Put simply, they describe it as your “Partner marketing funnel.” Tie Kinetix offers automated content syndication capabilities, simplifying tasks like audience generation and buy button conversion.
TIE Kinetix aims to minimize the effort required by Partners to carry out a marketing play, as they believe that a channel program’s ROI decreases with increased workload. If you desire a completely hands-free and fully automated marketing automation platform, TIE Kinetix is the perfect choice.
Summary
By observing, it is evident that although these three providers have expertise in marketing automation, their platforms differ significantly. One option is to adopt a completely automated and hands-off approach, while another option is to opt for a fully customizable and internally managed path. Additionally, there are intermediate options available for individuals seeking a moderate approach. Nevertheless, these three platforms are just a few among many others that, if utilized effectively, will result in lead generation and the conversion of prospects and existing customers into satisfied clients.
