Question

Topic: Research/Metrics

Partner Marketing Campaigns In It

Posted by Anonymous on 10/6/2008 at 10:34 PM ET 250 Points
Hello

I run the International Partner Marketing Department at an IT Company. Each quarter I try different campaigns with the partners. I am looking for campaign which can be used to fill the funnel with leads. We only have a 7 partners at the moment.

My suggestions are:

1. PR Campaigns - the partner which earns the most media coverage gets a monetary prize. Is there a way to measure the results?

2. We also have trouble getting the partners to follow the sales process and convert the leads. At the moment, we are running a "partner of the month campaign" which says that the highest conversion ratio will become the next partner of the month. The partner of the month gets added awareness. What do you think?

The highest number of sales of a product (in a quarter)wins a prize.

Any suggestions or comment are welcomed.


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RESPONSES

  • Posted by Jay Hamilton-Roth on 10/7/2008 at 10:54 AM Accepted
    If you have a PR campaign - make sure that you measure both positive and negative PR. It's easy to get the latter, harder to get the former.

    "Added Awareness" - what does this mean to your partners? More $ for their marketing? A feature on your webpage?

    If you measure highest # of sales, you need to also take into account returns. It would be easy to artificially raise the sales to win the prize.

    What you want are active partners, generating and closing leads. What problems are your partners having? Since you only have 7, talk to them individually. What else are they selling? How does your offerings compare? Learn by listening.
  • Posted on 10/7/2008 at 11:57 AM Accepted
    1) PR idea is no good. Partners won't be interested (at least as compared to making sales) and you can't really measure it adequately, especially internationally.

    2) Partners won't share lead information on their own marketing campaigns. So if you want to see how they convert, YOU have to generate the leads thru your own campaign, then funnel the leads to the resellers. If they want a reward, the resellers must play by the rules and report all sales that come from this "uber" campaign.

    3) You might try "joint" marketing programs, where you and EACH reseller run a campaign in their respective local markets. That way you have a vested interest in the outcome and can rightly request access to the data on leads and sales conversion.

    Finally, I would add one more diagnosis to Jay's list. Find out if each partner is getting plenty of leads, but not converting OR if conversion is high, but they simply are not getting enough leads in the top of the funnel.
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