Deliver messages to partners and customers
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Deliver messages to partners and customers

Deliver Your Product Messages

Marketing is the tool that partnerships use to educate customers and sales teams about the value of jointly-created products and services. This content can come in many forms. In particular, messages to the general marketplace are done through webinars, presentations, conferences, and video content.

 

Remember that the marketing content we create for products and services sold through a partnership are focused on the value or the combined offerings from both companies. That is what makes this content more complicated and yet so important.

 

You need to create marketing messages that describe how products and services sold together by the channel partner are valuable to customers. And you need to meet your customers where they are looking for this information, which is online and in software and technical conferences.

Customer Needs

Customers must understand two key aspects of your software products. They need to know how your product and service will solve their problem and they need to know that they can manage the technology successfully over time.

 

In partner marketing, you must communicate the unique characteristics about your products and partnerships that customers can rely on. It is particularly important to call out the strengths of the partnership and how that becomes a benefit to customers.

 

Customers have to manage an abundance of sales pitches and product information. A key aspect of building successful partner marketing is to keep messages simple and clear. Define a small set of key differentiators that show the value of the partnership and the combined products and services. That kind of marketing content will engage your customers.

Channel-Partner Needs

Channel partners become overwhelmed with too much technical detail. Instead, they need to understand key market needs and how partner products and services solve customer challenges.

 

Custom training is a proven way to bring your product messages to your channel partners.

 

Here is a short list of messaging content that help channel partners:

  • Webinars that relate market needs to product solutions
  • Customer success stories
  • Significant customer wins
  • Overview webinars in well-known market areas