Corporate marketing initiatives often run separately from channel programs, not addressing partners' needs. Channel marketing automation can help bridge this gap by providing visibility into campaign performance and asset usage across channels. It also allows for content syndication, co-branded personalized assets, and centrally managed campaigns that drive leads to partners. Making tools easy for partners to use through services like concierge support and integrating marketing platforms with CRMs can boost engagement. The key is helping partners market at the local level while maintaining the corporate brand and messaging.

1. BRIDGING THE CHANNEL GAP
HOW CORPORATEMARKETINGCANALIGNACTIVITIESWITHCHANNELPROGRAMS
Presented by :
HarbinderKhera, CEO, Mindmatrix

2. WHO WE ARE
• Mindmatrix is the ONLY
provider in the market that
offers a single platform for
enablement of both--direct
and indirect channels
• Mindmatrix provides PRM,
Partner Marketing, and Sales
Enablement all in one Platform
www.mindmatrix.net

3. www.mindmatrix.net
68% of channel partners are not
actively engaged with the brand-
SiriusDecisions
A strong channel marketing program that is well-aligned with corporate marketing
strategies helps your channel partners market and sell your products/services faster and
play a key role in boosting your partner engagement index

4. www.mindmatrix.net
WHAT ARE THE KEY CHALLENGES FACED BY CORPORATE MARKETING
IN SUPPORTING PARTNERS?
• Lack of Visibility
• Sales and marketing assets and campaign
performance (usage & effectiveness)
• Lead conversion
• Brand/Messaging
• Management Challenges
• Content Duplication
• Low Partner Engagement
Corporate marketing initiatives and
channel marketing programs run in
silos. While the corporate marketing
team prioritizes the needs of the
direct sales teams, partners rely on
partner marketing programs or are
left to figure it out on their own.

5. www.mindmatrix.net
WHAT ARE THE KEY PARTNER
MARKETING CHALLENGES THAT
CORPORATE MARKETING NEEDS TO
ADDRESS?
• Partners face challenges such as:
 Lack of marketing and sales resources, personalized content,
expertise and marketing plans
 Too busy working in the business to work on it-General business
inertia
• Partners do not login to the portal or are less engaged
• Using other platforms
• Partners do not upload their prospect or customer lists
• A concern of vendor stealing prospects
Even a partner with solid business growth and
development plans and the resources for execution
of sound marketing and sales strategies, lacks the
right messaging and content

6. www.mindmatrix.net
HOW CAN CHANNEL MARKETING AUTOMATION HELP CORPORATE
MARKETING BRIDGE THE GAP?
•Effectiveness of sales and marketing assets
•Performance of sales and marketing campaigns
•Usage of sales and marketing assets across all marketing and sales channels
•Lead activities and behavior throughout the sales cycle
Visibility
•Tools for Version, brand & messaging control to manage corporate brand consistently across
multiple marketing and sales channels
Brand
Management
•Better lead management through automated lead scoring, lead nurturing, lead segmentation
and lead routing
Lead
Management
•Send emails and update social media pages on behalf of your channel partners.
•Work behind the scenes to help build their personal brand and relationship with clients to help
them close more leads, faster
On-behalf
Marketing

7. TYPES OF PARTNER MARKETING STRATEGIES THAT
CORPORATE MARKETING PROGRAMS MUST FOCUS ON
www.mindmatrix.net
Partners are provided marketing assets
and tools so that they can execute
campaigns themselves
THROUGH-PARTNER
MARKETING
Marketing the value you
bring to your channel
partners
TO- PARTNER
MARKETING
Marketing to your end audience on-
behalf of your partners
FOR-PARTNER
MARKETING
WITH-PARTNER
MARKETING
Marketing to your end audience
along with your partners. For
example-Joint webinars, lunch and
learns, etc.

8. CONTENT SYNDICATION IS A POWERFUL TOOL TO DELIVER MARKETING MESSAGES CREATED AT THE
CORPORATE LEVEL, CO-BRANDED & PERSONALIZED FOR THE LOCAL AUDIENCE
www.mindmatrix.net

9. PROVIDE YOUR PARTNERS WITH CO-
BRANDED, PERSONALIZED ASSETS TO
USE FOR LEAD GENERATION AT THE
LOCAL LEVEL
www.mindmatrix.net

10. RUN CENTRALLY MANAGED MARKETING
CAMPAIGNS AND DIRECT LEADS TO YOUR
PARTNERS
www.mindmatrix.net
• Use channel marketing automation tools to create everything your
channel partners and sales reps need from your corporate offices
• Provide your channel partners with customized email campaigns,
landing pages, advertising campaigns and sales materials
• Create and run a national digital advertising campaign with complete
brand control, on behalf of local sales networks and drive the campaign
leads directly to your partners

11. HELP YOUR PARTNERS
MEASURE AND DRIVE
LEAD ENGAGEMENT
THROUGH WEBSITE
TRACKING, LEAD
SCORING, DETAILED LEAD
REPORTING AND
ANALYTICS
www.mindmatrix.net

12. • Offer assistance with consistent marketing activities such as
scrubbing lists, uploading prospect lists into partner marketing portals
and executing campaigns
• Help partners build their brand at the local level
• Ensures your partners leverage your partner marketing tools to the
optimum
CHANNEL MARKETING
CONCIERGE SERVICES
www.mindmatrix.net
A leading IT services vendor client of Mindmatrix boosted its channel
engagement by over 50% by offering channel marketing concierge services
to its partners
Partners often lack critical marketing skills/resources; suppliers that
use concierge services to help partners deliver demand programs reap
greater results.
A Sirius Perspective

13. • Your partners have multiple vendors and will just focus on the
products/services that are the easiest to sell and market
• Providing your channel partners with the tools and resources alone will not
guarantee them using it
• You need to make it easy for your partners by bringing the tools TO them,
rather than expecting them to come to you asking for help to market,
integrate them with the partner environment
MAKE IT EASY FOR YOUR
CHANNEL PARTNERS BY
BRINGING MARKETING TOOLS
AND RESOURCES TO THEM
www.mindmatrix.net

14. www.mindmatrix.net
• Facilitate secure lead transfers
• Provide your partners with a single source for key lead analytics and
data
INTEGRATE YOUR PARTNER
MARKETING PLATFORM WITH
PARTNER’S CRMs

15. • Offer them guidance on how to use MDF
• Integrate MDF approval with partner marketing portal
DON’T JUST PROVIDE MDF,
MAKE IT EASY FOR THEM TO USE IT
www.mindmatrix.net

16. WHY A CHANNEL MARKETING
PLATFORM ALONE CAN’T HELP YOU
SUCCEED?
www.mindmatrix.net
• The various elements of channel marketing are closely connected
with those of partner relationship management
• For example, MDF, Deal registration and even partner training and
onboarding

17. One of the key
challenges partners
face is marketing at
local level without
disrupting the
corporate brand and
messaging
1
www.mindmatrix.net
CONCLUSION/
TAKEAWAY
Content syndication
plays a key role in
channel marketing
success
2
Help your channel
partners from
behind the scenes
by running
marketing
campaigns on their
behalf
3
Make it easy for
your channel
partners to market
your products
4
Help your partners
leverage your marketing
tools to the maximum
through channel
marketing concierge
services
5
For any channel marketing
platform to be effective, it
needs to integrate
seamlessly with your PRM
program
6

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Phone: 412.381.0230 | Fax: 412.774.1992
Web: www.mspadvantageprogram.com
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