B2B Channel Marketing Blog

B2B Channel Marketing Blog

B2B Channel Marketing Blog

B2B Channel Marketing Blog


7 crucial things your channel marketing program needs (Part 1)

By on 1st October 2015

Most channel marketing programs give partners the basics – the ability to send emails to a list of contacts, integrated landing pages, and a way to track leads. But many lack key elements that really make a difference and, in an ideal world, should come as standard. Think of it this way; you wouldn’t buy a car with only one wheel, so why would you invest in a channel marketing program that requires additional pieces to be complete?

Let’s start with the most crucial elements many programs are missing, and why your partners need them:

  1. Lead nurturing through the buyer’s journey

Partners need more than just the ability to send an email blast to a contact list. They need a marketing automation engine that nurtures leads through the buyer’s journey. For example, with Elastic Grid Nurture Programs, partners can send an initial email directing prospects to a landing page with thought leadership messaging, perhaps highlighting their possible pain points. A second email could direct to a landing page with messaging about a product or solution’s benefits, and how they can solve the prospects’ pain points. And a third email could direct to a landing page with validation messaging, such as testimonials or success stories, to help prospects make a decision sooner.

  1. Lead scoring

How do partners know which leads are warmer than others? This is where lead scoring comes in. With Elastic Grid campaigns, partners receive real-time lead alerts when a prospect interacts with a landing page or email. And, depending on the prospect’s level of interaction with the campaign, the partner will receive a lead qualification score, which allows their sales team to prioritize the lead, so they can quickly close the sale.

  1. Reporting and analytics

To see which campaigns work and which don’t, partners need to measure ROI. With Elastic Grid, you can quickly and easily monitor all campaign interactions with visual, simplified, and downloadable reports. Dynamic charts provide easy to follow analysis and reporting of trends, leads, and campaign activity, comparable across performance metrics and multiple launches.

  1. Easy to access sales collateral

Our recent survey revealed that content marketing support is the most desired type of marketing support partners want from vendors, accounting for 35% of responses. As such, a marketing platform needs to provide a central repository where partners can access solution-related sales collateral. With Elastic Grid, partners can quickly and easily access sales collateral like email templates, copy blocks, ad banners, solution briefs, white papers, videos, and much more. It’s all in the one place, and assets are accessible anytime, from any device.

Next week I’ll reveal the remaining three crucial things your channel marketing program needs for success. Stay tuned.


Did you miss the mark with your channel marketing platform and partner support?

By on 24th September 2015

There’s a lot more to channel marketing success than the basic nuts and bolts of having the right machinery, such as finding a dedicated support team. So here are few tricks of the trade to help you along, writes Elastic Grid’s

Elastic Grid News and Developments

The Quiet Achiever in Channel Marketing Technology, Elastic Grid, Announces 20% Year-Over-Year Global Growth and Key New Customers

By on 23rd September 2015

Elastic Grid’s 1:1 support combined with its technically superior channel marketing management (CMM) platform results in massive campaign uptake by partners in the B2B marketing space. Having kept a low profile over the years despite its success, Elastic Grid is

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Release Notes – September 21

By on 21st September 2015

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Campaigns That Went Live on Elastic Grid: August 2015

By on 9th September 2015

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Urban legends: The death of email and women can have it all

By on 4th September 2015

Email is alive and kicking so why are those nasty rumours about its death floating around? And what do women having it all have to do with it? From time to time, a truly outstanding catchphrase is created and it

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Release Notes – August 31

By on 1st September 2015

Release Notes? Release Notes replaced our regular Platform Updates. Stay tuned for these regular updates following each of our agile platform development sprints. 1. Channel Analytics Added the Visits count from the metric menu in Partner Engagement Based on the filtered options (Region,

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How to Improve Open Rates in Email Marketing

By on 28th August 2015

When I was working on Elastic Grid’s Channel Analytics recently, I noticed significantly different click-through and open rates between partners for the same email campaign. Looking for an explanation and digging deeper, I attributed the difference to clean contact lists. Clean up

F5 Helps Multipolar Discover New Sales Opportunities With Elastic Grid

F5 Helps Multipolar Discover New Sales Opportunities With Elastic Grid

By on 27th August 2015

   “Great platform to help us discover new sales opportunities and keep educating our current customers.” F5 Networks Campaign Partnering with F5 Networks gives Multipolar access to demand generation campaigns on Elastic Grid. The Grid helps them generate leads and


Symantec Makes Lead Generation Easy for Aitek with Elastic Grid

By on 24th August 2015

“I think Elastic Grid is a very well designed and useful tool. The first campaign we launched had very good results. Several leads were generated, which is great. We have also set an appointment and are optimistic about closing a