The announcement comes as Photoroom launched its first foundation model tailor-made for product photography, Photoroom Instant Diffusion (Photoroom ID), which is trained to master product photography to ensure that images from different sources look consistently styled.

“The foundation model is the next step in empowering businesses to create amazing product photos without the need to be an expert at prompt engineering or photography,” said Matthieu Rouif, Co-founder and CEO at Photoroom, in a statement. “Our model has been trained to excel at product photography and can quickly adapt to user needs and feedback. We are not only increasing the speed of our model, but also optimizing for quality, through higher resolution, more detailed images and a larger training dataset than ever before. As a user-centric AI company, we designed the architecture to make sense for our users.”

Additionally, the company is launching a suite of new AI photo-editing tools, which include:

• AI Backgrounds, formerly known as Instant Backgrounds, that generate AI backgrounds for product photography;
• AI Expand, to realistically expanding the scene around an existing image;
• AI Images, which allow customers to create custom images from scratch using text prompts;
• AI Fill, which customizes an item or area of an image;
• Auto-Rotate, which corrects the camera angle with AI for more professional images;
• AI Upscale, which enhancese resolution of images for higher quality photos; and
• An Image Editing API that helps businesses use Photoroom’s API to generate and edit hundreds of images in seconds.

The post Photoroom Secures $43M In Series B Funding; Releases Suite Of AI Tools appeared first on Demand Gen Report.

But before practitioners can start executing their 2024 strategies, they need to understand the data that’ll most benefit their business, as well the results they want to see from each dataset.

“There are so many different pieces of intent data — there’s first-party, there’s data from pools and there’s your own data,” said Sarah Sehgal, Director of Growth Marketing at business training platform OpenSesame. “Marketers first need to define what they want their data to look like, and then understand why they want their data to look that way. It’s easy to get distracted and overwhelmed, so you need to focus on your KPIs, what you’re trying to do with your business and pull in the data that will help drive that.”

This report will analyze the current trends in database and contact acquisition strategies, with a specific focus on the increasing role first-party data plays in the current climate. Leveraging new research, specific topics of discussion will include:

• The steps organizations are taking to get ahead of the third-party cookie “apocalypse;”
• How practitioners are bridging the gaps in their database strategies to ensure more accurate and actionable intel;
• The most popular places to store data and the departments that (should) have access to it;
• The top challenges marketers face with all aspects of data, with commentary on the factors impeding data strategies; and
• The specific areas where practitioners are investing to improve their database strategies and contact acquisition.

Preparing For The Upcoming Cookie Demise

With about five months until the privacy hourglass runs out of sand, just 17% of marketers no longer rely on third-party cookies — meaning that the 83% still leveraging that data source are in for a rude awakening. Despite the complexities associated with third-party alternatives, the shift toward opt-in collection processes will ultimately benefit both sides of the buying journey.

Manu Mathew, CEO and Co-founder of brand customer network and engagement platform Cohora, explained that third-party data often restricts brands from interacting with customers meaningfully, because that data is often given to marketers in segments instead of at the individual level.

{loadposition GIAA}“By and large, when a consumer allows third-party data gathering through cookies, they don’t know what they’re consenting to or how their data might be used,” said Mathew “Eighty-six percent of consumers care about data privacy, demanding transparency and control over how businesses use their data, and 47% of the respondents have switched companies due to poor data policies and practices. Because of this, brands are now pushed to find ways to access zero- and first-party data sources that foster a transparent relationship between brands and consumers.”

With that in mind, 61% of practitioners plan on slightly to greatly increasing their budget allotment toward database strategies to onboard more first- and zero-party sources. When asked their top reasons for investing in better data collection processes, survey respondents pointed to:

• Better insights to personalize content and messaging;
• Better data coverage of target accounts for ABM initiatives;
• Deeper intelligence to tie intent signals to specific contacts; and
• Better data to expand total addressable markets and identify new prospects.

Using Alternatives To Generate Better Data

In the current tumultuous work environment, data is at high risk of decaying or growing stale — specifically, 64% of respondents said their No. 1 data challenge in maintaining database quality is old or outdated data.

Other challenges included lack of time and resources to implement an effective process, no standard operating procedure for marketing/sales to keep data up-to-date and not enough data on current customers. To help remedy struggle No. 3, the most effective tactics for acquiring prospect and customer data included:

• Website-based registration forms;
• In-person events and trade shows;
• Content download/offer forms on dedicated landing pages; and
• Subscription databases.

With opt-in information becoming the new currency for marketers, zero- and first-party data will be the cashflow that supports practitioners’ initiatives. Although these data sources might be more difficult to collect — as they require more cooperation from the buyers themselves — it’s ultimately more valuable.

“Direct ownership of zero- and first-party data allows a company to have a much more personalized and intimate relationship with their customers, since they have insight into an individual customer’s interests and preferences,” said Mathew. “In turn, this enhances the overall customer experience by personalizing every step of the journey, not just the initial offer.”

Arguably, the most structurally sound method of ensuring data is easily accessible and useful is to create a single source of truth that both sales and marketing teams can access.

“You need to create a culture of open and honest communication,” said OpenSesame’s Sehgal. “When there are issues with data, you want everyone to feel comfortable to ask those questions and create the space where you can acknowledge, ‘Hey, it’s not all perfect — how do we work together to figure out the nuances and work this out?’”

Conclusion

By exploring these innovative approaches, organizations can harness the power of willingly shared information to build more personalized and ethical customer relationships. Establishing cohesive communication and collaboration among different departments ensures a unified approach to data management, maximizing the effectiveness of database strategies. The integration of alternative sources and internal alignment will remain foundational for success in leveraging databases for sustainable growth and enhanced customer experiences.

The post State Of Database Strategies In 2024: Practitioners Restructuring Data Collection To Prioritize ‘Opt-In’ Methods appeared first on Demand Gen Report.

But it would be a mistake to conflate email’s reliability with stodginess. As marketers encounter technological changes and evolving customer expectations, email marketing can adapt, becoming more personalized, timely and reflective of consumer desires.

Throughout 2023, no technological development has rocketed into prominence more than artificial intelligence (AI). As generative AI platforms for public use rolled out last year, marketers and customers alike have expressed interest in the technology’s capacity to improve buying experiences.

Buyers are particularly interested in AI’s ability to help them navigate purchase and return experiences, gain insight into products and take advantage of personalized recommendations and promotions. What better channel to showcase AI’s benefits while building on the consistency and accessibility email already provides?

AI’s Power To Optimize Messages

AI’s transformative power in email marketing is undeniable. In this digital age, capturing attention and fostering engagement demands resonant emails. That’s where AI steps in, revolutionizing how we connect with customers.

Today’s consumers crave personalization and richer experiences. In fact, more than 70% of global consumers believe AI can elevate their customer journey, with Millennials and Gen Z waxing even more enthusiastic (80% and 83%, respectively). Generative AI is the answer, empowering marketers to craft emails that hit the mark for every individual. And the results speak for themselves: Nearly all (95%) marketers who’ve embraced Gen AI find it “effective,” with more than half declaring it “very effective.”

{loadposition GIAA}The magic of AI lies in hyper-personalization and relevance. Imagine emails that whisper directly to each subscriber, speaking to their unique needs and interests. This laser focus translates to higher open and click-through rates.

Gen AI assists marketing teams by:

• Producing first drafts of headlines and email copy for marketers to edit and refine;
• Facilitating better engagement testing with rapidly generated subject line variants;
• Providing alternative copy in various tones to more closely match brand voice and campaign goals;
• Offering suggestions to improve a marketer’s copy for greater effectiveness with customers; and
• Translating copy into multiple languages for greater messaging inclusivity.

While free, accessible consumer-facing models have catapulted Gen AI into the spotlight, its potential to transform the email experience for marketers and consumers extends far beyond content generation. Predictive models will evolve beyond merely crunching marketing data to generate insights — they’ll actively suggest ways to elevate your email marketing strategy and tactics. AI’s near-future uses include:

• Customized email templates for specific audiences and campaigns, with the power to suggest images, layouts and calls-to-action for the best possible performance;
• Activity and attribute-based subscriber clusters, facilitating dynamic subscriber segmentation to improve the impact of email campaigns;
• Customer feedback analysis identifying pain points and surfacing subscriber sentiment to make messages more relevant; and
• Predictive insights based on past email performance and subscriber rates to help marketers pinpoint send times and frequency.

Other Emerging Technologies

While AI is undoubtedly making waves in improving marketing emails, it’s not the only player in the game. Email clients, for example, constantly evolve, often with little warning. These updates can wreak havoc on carefully crafted emails and templates, leading to a frustrating user experience.

Think about it: With email volume tripling in recent years, marketers are spending more and more time testing emails to identify issues and manage (often costly) fixes. Meanwhile, email remains a vital channel for delivering positive brand experiences, and customer expectations are higher than ever.

A whopping 85% of customers have said that just two negative experiences can make them ditch a brand, even one they love. The potential loss of subscribers (and missed revenue) resulting from broken emails or ineffective personalization is no small matter.

The right technology automatically monitors email to notify marketers about unforeseen changes. By reviewing frequently used templated and automated sends, marketers can mitigate problems and retest emails quickly and efficiently to maintain a high-quality user experience.

Brands must invigorate their approach to email marketing, acknowledging email as a leading omnichannel force to offer a unified brand experience bolstered by ever-improving personalization and interactivity. Brands that ignore these technological advancements — and the critical customer experience enhancements they provide — do so at their own peril.

Cynthia Price is the SVP of Marketing at email marketing platform Litmus. Her team grows and supports the Litmus and email community through content marketing, demand generation and events. She has been in the email marketing industry for more than 10 years, and was previously VP of Marketing at Emma, an email service provider. She’s passionate about creating authentic communications and harnessing the power of email — the heart of the marketing mix.

The post How Email Marketing Innovations Will Impact Brand Strategies appeared first on Demand Gen Report.

Built on ON24’s first-party data, the ON24 Intelligent Engagement Platform seeks to combine the company’s webinar, virtual event and content marketing products with its new AI-powered Analytics and Content Engine to help provide an integrated go-to-market (GTM) solution. The capabilities will reportedly help practitioners:

• Build best-in-class, hyper-personalized branded experiences that reach their prospects and customers at scale;
• Interact with prospects and customers 24/7 through AI-generated content and always-on nurtures;
• Track audience engagement data across interactions and analyze engagement across key audience segments; and
• Enable data-driven actions across GTM teams.

“AI will fundamentally reshape sales and marketing and reimagine the customer experience,” said Sharat Sharan, Co-founder, President and CEO of ON24, in a statement. “This means that sales and marketing teams must embrace AI to innovate and adapt or risk being left behind. With the launch of the ON24 Intelligent Engagement Platform, we are excited to leverage our unique foundation of first-party data to give our industry-leading customers an AI advantage so that they can combine best-in-class experiences, personalization and content to capture and act on connected data and insights at scale to drive revenue growth. And we believe AI will continue to be a key differentiation for our own business and technology strategy moving forward, powering a new era of intelligent engagement.”

The post ON24 Unveils The Next Generation Of Its Intelligence Platform appeared first on Demand Gen Report.

AI Landing Pages are programmed to tailor marketing copy based on the target audience, persona or specific target account to replicate brand attributes on webpages. Key features include:

• The ability for users to review and refine content; and
• A Visual Editor to help with customization.

“Scaling personalized landing pages has never been easier,” said Guy Yalif, Co-founder and CEO at Intellimize, in a statement. “The release of AI Landing Pages represents our commitment to providing marketers with cutting-edge tools that continue to evolve as AI technology advances.”

The post Intellimize Reveals AI Landing Pages Designed To Help Create Personalized Webpages appeared first on Demand Gen Report.

With an intuitive interface and multi-factorauthentication, the self-service capabilities aim to allow customers to maintain their personal profile, ask questions, submit service requests, create service tickets and add attachments. Organizations can seamlessly embed these capabilities into their existing web presence for a consistent brand experience.

According to Volker Hildebrand, Sugar’s SVP of Product Marketing, digital self-service for the midmarket does more than resolve issues with efficiency and expediency; when done right, it is a key contributor to business growth.

“Our new self-service capabilities are about creating better customer experiences in the moments when it matters to retain customers and nurture and build relationships for improved profitability,” Hildebrand said.

The post SugarCRM Debuts New Digital Self-Service Capabilities appeared first on Demand Gen Report.

&Open’s SaaS platform is designed to integrate with companies’ existing workflows, enabling businesses to deliver gifts globally. Specific features of On-Demand include:

• Intuitive performance tracking and insights to help businesses measure the impact of their gift-giving;
• Hundreds of gift options, with more than 95% being exclusive to &Open;
• Filtering based on interest, price point and locality that enables all companies to source locally while gifting globally to more than 120 countries; and
• Setting up gift reasons, such as personal milestones, anniversaries and birthdays.

“Corporate gifting is broken,” said Jonathan Legge, CEO and Co-founder of &Open, in a statement. “At &Open, we’re putting the emotion back into gifting to show people they matter. For brands, that means making it easy to send thoughtful, unique gifts. With On-Demand, we’re excited to finally introduce a product that can help companies of any size build those relationships with the people that matter most to them.”

The post &Open Launches New Gifting Marketplace, On-Demand appeared first on Demand Gen Report.

Unfortunately, the need to accomplish more with fewer resources is genuine for modern marketers. Gartner reports that marketing budgets plummeted to their lowest level in recent history last year, a nearly 50% reduction from pre-pandemic levels. Add onto that the slew of economic uncertainties facing the world — which have resulted in thousands of cut staff — and it becomes clear why it’s so necessary for marketing departments to meet more KPIs with a smaller budget.

But it’s not all doom and gloom. Recent years have also seen marketing departments make historic investments in cutting-edge digital solutions. Nearly 90% of businesses are currently investing in personalized advertising, which is great news because 90% of U.S. consumers find personalized ads more appealing than generic ads. Clearly, the industry is trending in a positive direction. The next step is for marketers to home in on solutions and initiatives that provide the greatest bang-to-buck ratio, like personalization and account-based marketing (ABM).

According to HubSpot research, 67% of brands have adopted ABM strategies. ABM, which focuses on improving the outbound sales pipeline instead of lead generation, is a powerful method for attracting B2B buyers with an elevated level of product interest. And when applied correctly, ABM can drastically increase a marketing department’s ROI. The key to doing so? Evolving ABM into its next form: Person-based advertising (PBA).

PBA Can Build & Target The Correct ICPs

ABM has dominated digital personalization spending since its inception in 2003, with the modern ABM market growing to impressive heights. There’s a reason for this remarkable traction. ABM increases marketing ROI across the board by shifting departmental focus from inbound to outbound efforts. Moreover, ABM ties B2B consumer interest to personalized advertising and outreach, making the eventual outreach more successful. Ergo, lead conversion rates skyrocket. That’s why ABM remains an effective marketing strategy today — but a lot has changed about B2B marketing since ABM came onto the scene.

According to Gartner, the average B2B buying decision is made by a team of six to 10 people. That’s a marked increase in the number of decision-makers involved in every B2B purchase. As a result, personalization advertising needs have changed. Marketers no longer need to personalize their ad content toward accounts; they need to target specific buyers on those accounts. By focusing on particular players within an account, marketers can increase the effectiveness of their outreach — and improve the outcome of the sales process.

That’s where PBA comes in. Instead of focusing on account personas that could be interested in a product or service, PBA targets personas that have already demonstrated interest using behavioral cues. For example, if a member of another organization’s C-suite clicks on a social media ad or navigates a product’s website, they’ve demonstrated an initial level of interest. Interest indicators are ranked using behavioral scoring models that give marketers a clear picture of who is interested, when they were interested and, perhaps most importantly, exactly how interested they are. Marketers can use this information to build precise ideal customer profiles (ICPs).

Accurate ICPs are an incredibly effective method to reduce spending and increase ROI. With PBA-provided ICPs, marketing professionals will no longer waste time (or crucial dollars) pursuing uninterested account members. Instead, they can make informed decisions using exact personas of interest. That makes a big difference, as PBA has been shown to increase revenue by 208%.

But improved ICPs are not PBA’s only benefit. Using behavioral scores, marketers can further enhance their digital personalization efforts.

Personalization Radically Reduces Spend-Per-Customer

Once marketers identify where a prospective B2B buyer falls in the sales funnel, they can apply that insight to create enhanced, hyper-personalized ad content. Persona-specific ad creative enjoys much greater returns than generic content, including a higher click-through rate (CTR) and sustained interest over time. This is promising because persona-specific ad content is comparably easy and economical to produce. And in most cases, personalized ad content can naturally fit into existing templates or campaigns.

To create hyper-personalized content, marketing professionals can:

1. Identify an ICP and review their behavioral score; and
2. Reference the target persona’s organization in ads moving forward.

For example, if an operations manager at Apple navigates an organization’s website several times, they have demonstrated substantial interest in a product or service and likely have a high behavioral score. As a result, this individual may see ads mentioning Apple moving forward. This touch of personalization is often enough to drastically increase buyer interest.

McKinsey reports that personalization can boost sales by more than 10% and increase overall marketing ROI up to 8X. When combined with the revenue-generating possibilities of PBA, these returns are even more massive.

During economic distress, marketing teams are often the first to tighten their belts. But this doesn’t mean marketing teams cannot increase their output and outreach. In fact, modern marketing departments are positioned to “do more with less” if they prioritize the right strategies and tools.

Joe McNeill is currently the Chief Revenue Officer at Influ2 and a B2B technology sales leader who combines an enthusiasm for client service delivery, employee empowerment and robust revenue operations to position organizations to scale and grow. He has overseen commercial teams ranging from 50 to more than 100 members, accelerated profitability by boosting conversion rates and deal size and increased YoY revenue, skyrocketing repeatable and scalable business growth. He has contributed to the development of multiple rapidly growing tech firms offering best-in-class-technology services, including Proto Labs and Siteimprove.

The post How To Stretch Your Marketing Budget With Person-Based Advertising appeared first on Demand Gen Report.

Indeed, according to the second annual “Channel/Partner Marketing Benchmark Survey” conducted by Channel Marketer Report and Demand Gen Report, 82% of the respondents said they will be adding to their roster of partners. To support those larger ecosystems, nearly 70% of those surveyed plan to boost their channel program budgets to upgrade a variety of solutions that support partner marketing, channel incentives and partner relationship management.

Working with the “right” partners, however, is critical to the success of channel marketing initiatives. “We are driving toward getting the right partners — those that raise their hands — and marrying their marketing skills with our expertise to take something amazing to market,” said Renee Ritter, Vice President of Channel, at HelpSystems, a cybersecurity and automation software company. “Typically, if partners are putting that effort in, there will be results.”

Through this report, we’ll discuss emerging strategies for implementing effective partner marketing initiatives, including:

• Identifying and engaging partners more ready to participate in a vendor’s channel marketing program;
• Offering personalized partner portal experiences to speed access and usage of demand gen assets; and
• Expanding marketing materials and campaigns to support diverse partner priorities.

Using Data To Identify & Empower Highly Engaged Partners

While most partner programs are designed to cast out a massive net of partners to scoop up the greatest number of sales opportunities, channel marketers are being a little more precise about who they strive to engage and support. By focusing more attention on partners ready and/or demonstrably willing to participate in their marketing programs, channel marketers are maximizing their program’s ROI.

This makes a lot of sense, considering that the most frequently encountered challenge when executing partner marketing programs was a lack of resources at the vendor and partner levels. Consequently, said Tendo Communications in a report on its recent survey of channel marketers, “Vendor partner marketing teams with limited budgets and headcounts must make difficult, strategic choices about how to allocate resources.”

Channel leaders are employing a variety of tactics to better identify more eager co-marketing partners. For example, at HelpSystems,a marketing certification program helps to identify and recognize partners that have made a greater commitment to understanding and utilizing the elements its channel marketing leaders support.

“The marketing certification is not something that is extremely difficult for someone in a marketing organization to pass,” said Ritter. “But we want partners to understand the way that HelpSystems wants to help them from a marketing perspective.”

A component of a four-prong approach to certifications that also includes sales, pre-sales and technical engineering, the marketing certification program helps partners become acclimated to the support that HelpSystems offers. Further, the components of the program “help us make better recruiting decisions. When we do want to bring new partners on to fill a gap that we might have in a certain region or partner type, we can make that selection much more intelligently now based on the constructs of the program.”

Laura Seymour, Senior Director of Global Partner Marketing & Operations at Hewlett Packard Enterprises (HPE), and her team are using data to selectively choose partners for specific campaigns. “As a partner marketer, I’m always looking at how we can be smarter about doing things; how we can invest in a more strategic or more careful way, or more planned way, so that we can drive those better outcomes.”

With the help of a third-party tool, HPE accesses data and insights that provide an independent assessment of its partners’ digital capabilities, plus their presence in the digital world. The scoring and the methodology enables HPE to segment its partners based on their marketing capabilities.

The data “helps us determine what types of programs we might want to work with that partner, what type of investments from an MDF (market development funds) perspective we might want to see that partner engage in,” said Seymour. “It gives us a good opportunity to maybe identify partners we want to invest more in from a digital perspective, so that we can increase our presence with that partner as well.”

Streamlining The Partner Experience With Content Hubs/Portals

Creating an exceptional partner experience is critical to engaging prioritized partners, as well as those who make up the long tail of an expansive channel ecosystem. Removing impediments that might limit any partners’ participation in a channel marketing initiative is pushing many vendors to boost their investment in their channel technology stack. More than 40% of the respondents to the “Channel/Partner Marketing Benchmark Survey” will upgrade their partner portal this year. More than a quarter of them said they would make investments in through-channel marketing automation tools.

“Partner marketing is something that is becoming less of an art and more of a science,” said Daniel Graff-Radford, CEO, at Allbound, a partner relationship management technology provider. “Knowing which partners successfully market for you is more important than ever and understanding which content resonates best with prospects is key. Through first party data, we recently learned that partner engagement like sharing content and co-branding, leads to higher partner revenue and retention. The best partner programs make it easy for their partners to consume and re-share content.”

At Flexential, an IT service management company, a new portal was created to boost partner participation in its channel marketing initiative. “One of the key advantages of the new portal is it will allow us to offer more campaigns and partner co-marketing abilities as we continue to add new portal features/enhancements,” said Melissa McCoy, VP of Channel Sales.

Flexential is striving to give partners the resources they need to help them with the entire lifecycle of the customer — demand creation through the close of the sale and beyond, said McCoy. “Providing them with marketing materials like email templates and ‘campaigns in a box,’ along with enablement programs including our new Hybrid IT certification program is done in an effort to help partners throughout the buyer’s journey.”

Lumen Technologies, an enterprise technology platform provider, hosts a new, customized and easy-to-navigate partner portal that provides partners with an expanded menu of marketing capabilities, explained Dave Young, Lumen’s Senior Vice President, Strategic Sales. “The portal provides partners with a variety of marketing automation tools and resources. They can create and download co-branded sales and marketing assets, launch white-glove email campaigns directly from the portal or with their own campaign tool, and easily share Lumen social media content to their own social networks.”

At Code Corporation, a global provider of barcode scanning and data capture technologies, a new partner portal is facilitating discovery of the company’s marketing materials, identifying which documents are more successfully engaging prospects, and making it easier for partners and co-brand and download them.

Emily Scales, Senior Channel Marketing Manager, commented that more partners are requesting materials to do their own marketing. “What we’ve seen a lot this year is social engagement. I’ve gotten requests on LinkedIn and other types of information because social marketing has been pretty successful this year.”

Sharing resources in a process-streamlining system is “a lot more helpful than sending them a bunch of links to review,” said Scales.

Keep The Customers In Mind — Really!

According to the “Channel/Partner Marketing Benchmark Survey,” there is no shortage of the type of materials vendors are sharing with their partners. More than half of the respondents provide partners with:

• Thought leadership content;                     
• Social selling/marketing messages;        
• Co-branded collateral;                               
• Website content;                                         
• Video/interactive assets; and                                
• Product information/sell sheets.     

Brands, however, need to recognize that partners are increasingly resistant to sharing heavily branded or product-specific content that make up a large proportion of their materials. B2B buyers want to learn more about solutions that address the opportunities or challenges they face.

“Partners are focused on providing their customers with solutions, not a specific product or widget,” said Diane Krakora, a principal at PartnerPath, a channel consulting firm. “The big shift that we’re seeing is more investment from the vendors around a marketing campaign for a solution, rather than always needing to have their logo on it.”

What may be more widely used by partners are assets co-created by multiple vendors to promote jointly developed business solutions, said Krakora. In addition to having many shared customers, technology brands often have many of the same partners in their channel ecosystems. Providing partners with marketing materials that build interest in their comprehensive business solutions is gaining traction with partners, she added.

Sharing marketing messages in a digital format is critical. When the pandemic struck in 2020, Dell immediately shifted its marketing spend more toward digital activities. Partners stepped up and took more advantage of the support provided by Dell, including MDF allocations.

“If you look back pre-pandemic, we were on a run rate with partners leveraging maybe 15% of their MDF resources,” said Cook. “Last fiscal year, we saw that pivot and grow up to 25%. We are just now in our fiscal Q3, so half our year is done and we’re already trending up above 30%. By the time it’s all said and done, we will, with the help of the partners’ efforts, have doubled the amount of digital marketing activity.”

Without a doubt, the shift to digital helped to contribute to Dell’s sales success these past many months. This August, Dell reported its best second quarter in company history, with a 15% bump in revenue to $26.1 billion.

Conclusion

Engaging ready-to-market partners with channel-friendly digital experiences is driving better outcomes for channel marketing programs. Rather than strive to get a larger percentage of their partners to participate in their demand generation programs, channel marketers are instead identifying those partners who are ready and eager to take full advantage of the marketing support being extended to them.

To ensure they meet the expectations of partners committed to going to market with them, channel marketers are crafting materials with buyer-centric messages offered in modern digital formats. To facilitate partner access to all marketing assets and use of them, channel teams are investing in partner portals and channel marketing automation platforms that result in reliable partner adoption.

The post What’s Working In Partner Marketing: Targeting Eager-To-Market Partners With Personalized Portals & Buyer-Centric Materials Boosts Channel Marketing ROI appeared first on Demand Gen Report.

Back-of-the-Box Details

The platform is a toolset that help users maintain brand consistency in their channels by allowing them to create customized channel portals and content based on their revenue goals. The toolset includes three individual offerings designed to help manage specific areas of B2B marketing strategies — channels, content and performance analytics — to drive buyer engagement and strategy efficiency.

The individual offerings include:

• A Brand Asset Portal that provides frameworks to build and customize websites that unify their teams’ channel programs and content in one location, allowing teams to drive traffic, share content and set up calls with prospects efficiently;
• Sales enablement tools designed to empower teams with customizable, branded sales assets, videos and PDF and email templates that engage buyers and prospects while increasing their productivity; and
• Performance analytics tools that help teams measure channel and content engagement and tool effectiveness, tracking prospect activity streams to help teams optimize their channel strategies for maximum effectiveness and ROI.

Who It’s For

Brand Wings is designed for small and mid-sized B2B businesses that rely on direct sales interactions and indirect sales channels to drive buyer engagement.

What Makes It Special

Brand Wings’ toolset can be tailored to fit a business’ specific needs, allowing users to build custom portals and content, deliver buyer experiences in various channels and measure their programs’ performance based on their preferences and goals.

Contact

Brand Wings
630-300-1501
info@brandwings.com

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