Channel partners aren’t always aware of the helpful education content vendors have produced. If vendor marketing comes across as too dry, technical and product focussed, it can be missed by sales teams – and end-users. This is where the creativity and channel expertise of a B2B marketing agency can be invaluable.
Agencies engage sales teams through SPIFF days, focus days, incentive schemes and other awareness tools and campaigns. These events (physical or digital) keep the vendor’s products front of mind, and also highlight new products and opportunities for partners.
When generating awareness, a good agency also helps to keep a vendor’s brand consistent across their channels. A strong set of channel marketing assets ensures end-users have a consistent and positive relationship with the vendor’s brand, no matter which partner is promoting their services.
This ultimately benefits the channel partner too in terms of sales and revenue. A consistent, identifiable brand voice is key to customers according to McKinsey.