With limited resources and budgets, partners are looking to their vendors to go the extra mile with content to support their marketing campaigns and sales efforts.
When it comes to partner marketing, vendor-produced content has always played a significant role in joint go-to-market campaigns and sales enablement. With massive pressure on resources and budgets, many partner marketers view good vendor content as an efficient and effective way to differentiate themselves – but their experience is slightly different.
Our recent survey of partner marketers looked at the true opinions around vendor content. It identified a demand for content, but for it to be used by partners, it really needed to much more targeted, relevant, and personalised. The appetite to access partner portals for this content is high – but portals are only as good as the information within them. So, if you want more partners to access your portals, and use the content you produce, here are our recommendations, based on the research we carried out:
Whether you are responsible for creating content for partners, or looking to get content support from your vendors, there is one key message coming out loud and clear from our research. For marketing content to drive positive actions and create leads, it needs to show a real understanding of the intended audience, be crafted specifically for their needs and weave together the expertise, knowledge, and USPs of both vendor and partner to create true differentiation. This can only be achieved through the ongoing development of close partner marketing relationships and a structured, collaborative approach to joint go-to-market campaigns.
To find out more about what makes a successful partnership, check out our previous research here:The Seven Success Factors of Partner Marketing.
