Viewpoint

A product from The Channel Agency – Purechannels

Why vendors should give partners the gift of choice for Christmas

Are you finding it tricky to keep your partners engaged? If so, there’s a good chance your relationships are purely transactional. Focusing on partner experience (PX) is an absolute must in today’s channel landscape where resellers are drawn to the vendors that make them feel valued.

Think of it like this: resellers themselves are experts in building long-term customer loyalty as they understand the benefits of personalized communication. By taking the time to dive into each business’ unique pain points, they can provide perfect solutions and make their customers feel appreciated simultaneously. So, it makes sense that partners expect no less from their vendors.

Yet, a shocking 71% of partners believe the onus is on them to establish relationships with vendors. The good news is, it’s not too late to rectify the situation. As we head into 2023, now is the perfect time to begin reviewing how you can build stronger, more valuable relationships with your partners so they’re more engaged with your business.

In this article, we’ll take a deeper dive into the evolving channel model and explore how the vendor-partner dynamic has changed as a result. We’ll also explain why partners don’t want to receive monthly newsletters and share a better way to get back on their nice lists in time for Christmas.

How has the channel ecosystem affected the vendor-partner relationship?

The linear channel structure has always placed vendors at the top of the chain, creating a power imbalance between them and the partners. Firstly, partners had to earn the right to work with vendors, who dictated what products to sell and when. Secondly, because vendors had all the say over sales activity, there was no need to personalize their communications. Instead, partners would simply receive generic newsletters containing updates that vendors felt were important.

But, times have changed.

Today, the channel ecosystem model is rapidly growing in popularity. And that trend isn’t surprising, considering McKinsey’s prediction that ecosystems will account for a staggering $60 trillion in revenue by 2025. However, aside from providing countless lucrative opportunities for vendors and partners alike, the evolving channel structure has also completely flipped the traditional power dynamic on its head.

No longer reigning supreme, vendors are now the ones competing to attract influential partners that can sell their products. The problem is, partners have more options than ever before and won’t stay loyal to you if you’re unable to provide a positive experience. So, what can you do? Arguably, one of the best places to start making improvements to your PX is by reassessing your communications strategy.

Your partners don’t want to receive monthly newsletters

In addition to making your partners feel more appreciated, taking a personalized communications approach will enable you to garner higher levels of engagement. Busy resellers with overflowing inboxes aren’t going to open ‘one-size-fits-all’ monthly newsletters anymore, meaning a lot of your efforts are going to waste.

Worryingly, a recent whitepaper by Purechannels revealed that partner comms have barely evolved in 20 years. Very few vendors have dedicated Partner Comms Managers, indicating that they are yet to realize the potential of a great comms strategy. Falling low on the priority list, partner comms are often quickly put together by overloaded Marketing Managers (CMMs, PMMs, RMMs) whose time could be better spent elsewhere. As a result, partners receive outdated, often irrelevant and unengaging content that ultimately gets deleted.

To rectify the issue, it’s important to think about how communication styles have transformed in the last two decades. For example, how many people do you know who still get all their news from a physical newspaper? Thanks to modern technology, it’s possible to pick and choose what news you consume, when you consume it and on what device. So, it’s time for partner comms to catch up. It’s not enough to just segment your audience and send them slightly more relevant newsletters. Partners want the freedom to choose how they interact with your updates just as they would with any other news.

How can you enhance your partner relationships

As it stands, 65% of partners say they’re finding it increasingly difficult to build relationships with vendors, so now is the time to take action. It may seem daunting to overhaul your comms strategy, especially if you don’t have lots of in-house resources to manage customized content. Luckily, it doesn’t have to be. Using a dedicated partner communications system like Viewpoint, you can send the right updates to the right people with little effort on your end.

Here are just some of the ways you can elevate your partner comms and build stronger relationships using state-of-the-art technology:

1. Go beyond ‘opt-in’ or ‘opt-out’ choices

Typically, the only option your partners have is to either opt in or out of all your communications, which doesn’t help to make the content any more engaging. In reality, such a severe approach often harms your engagement further because the relationship remains completely one-directional. But choice doesn’t have to mean all or nothing.

With Viewpoint, partners have unlimited access to their very own ‘Preference Center’, where they can choose what content they want to receive, how frequently they want to receive notifications, and on what device — from desktop and device notifications to Slack integrations and SMS messages, there’s something for everyone. Users can also choose to have their preferences summarized each week if they prefer. So, not only will your partners appreciate the relevance of each timely update, they’ll also enjoy a positive experience that leads to increased loyalty.

2. Keep your finger on the pulse and update partners quickly

As we mentioned earlier, newsletters don’t always result in the most useful updates for your partners. At best, the updates the Marketing team collected throughout the month are out of date by the time the email goes out, meaning they provide little value. And, at worst, a lack of time forces the team to grab whatever information they can as they’re putting the newsletter together, leading to poor quality communications that damage your reputation.

Fortunately, you don’t have to spend hours trawling through news sources to check their timeliness and validity when you have the right technology in your toolkit. Viewpoint allows you to share partner content in three ways:

  1. Create: add and share your own, original content directly
  2. Curate: select the best online content and share with partners in under 30 seconds
  3. Aggregate: load RSS and YouTube channel feeds that automatically populate news for your partners

Consequently, you can post updates in real time, guaranteeing that partners are receiving the most up-to-date information based on their preferences. Furthermore, without the pressure of needing to compile a monthly newsletter, your team will have more time to check the quality of each piece of content as it’s uploaded, which helps to build your authority in the market.

3. Build your communications strategy around partner preferences

Email open rates don’t tell you much. Nor do clicks. Just because a partner has read your email, doesn’t mean they’re engaged with the message. To make matters worse, you’re never going to be able to improve the type of content you send partners if you only have access to basic analytics.

Data is crucial. That’s why Viewpoint has been designed to give you insights on the most popular content, best categories and engagement by user and region, so you know exactly how well everything is performing. Using that data, you can then continuously build on your communications strategy to ensure that your partners receive more of the content they want to engage with. Again, the success of your comms boils down to giving your partners the power to choose, and in-depth analytics enable you to act on those choices for a truly unmatched PX.

Santa Claus is comin’ to town. And so are outstanding partner comms

As a technology vendor or distributor, you already understand the revolutionary capabilities of tech. So, why not use it to your advantage? Using the right software, you can completely streamline the comms process and keep your partners happy.

Platforms like Viewpoint have been built to deliver captivating partner comms and eliminate the headaches of creating lengthy monthly newsletters simultaneously. Digitizing a large chunk of the communications process saves you time and money, meaning you can focus on more business-critical tasks. Moreover, with tech giving your partners complete freedom to choose how they consume your content, your engagement levels can fly higher than Santa’s sleigh.

By combining technology with your deft human touch, it’s never been easier to create comms that truly engage partners and generate incredible results.

Viewpoint is the gift that keeps on giving

Give your partners a gift they’ll appreciate this Christmas (hint: it’s not another pair of socks).

Viewpoint delivers engagement-as-a-service (EaaS™). In other words, it empowers partners to decide what content they consume, when they consume it and on what device, so they receive updates on their terms. Plus, you don’t have to wait until the end of the month to share news. Just add in content whenever you want and Viewpoint works its magic, connecting the right content to the right people — when and how they want it.

The result? Partners enjoy personalized, timely comms and your engagement skyrockets!

Cut costs, boost engagement and send partner comms with EaaS™. Are you ready to harness the power of Viewpoint?

Key features of Viewpoint

Content Delivery

Choose to automatically aggregate RSS or Youtube feeds, curate existing content or create original content on Viewpoint.

Add content within seconds and leave Viewpoint to match user preferences and send out the content to those who want it.

Preference Center

Viewpoint’s preference center enables partners to choose how and when they want to consume your content.

Our unique filtering system is also dynamic and customizable to the filters you wish to include. So, partners can make their own choices and set preferences including location, subject matter and content type for a more personalized experience.

Beyond Emails

Viewpoint is not just a platform dashboard that displays content, it is a communications system.

As such, it communicates with partners when there is content that matches their preferences.

Partners get to choose how and when they get notified of content that is relevant to them, including desktop and device notifications, Slack integration, SMS messages and emails.

Analytics & Reporting

Not only will Viewpoint help increase engagement, it will help you understand that engagement via a comprehensive analytics dashboard.

Review activity in real time, tailor your comms and justify your ROI. Gain insight on the most popular content and categories, understand engagement by region, and use the data to help review and plan your content strategy.

Customization & Integration

Create a seamless experience for your partners.
We can customize and integrate Viewpoint based on your specific requirements.

Personalize the URL, integrate your look and feel (to match your brand), create a SSO with your partner portal or any other relevant partner platforms, and integrate with your CRM.

Security

Viewpoint is securely hosted on Azure.

All access to each Viewpoint instance is protected by a high-availability web application firewall, intrusion prevention systems and network segregation.

The secure and resilient environment we provide for your system and data was created in conjunction with our specialist cyber security advisors. And, to independently validate the effectiveness of our security measures, we work closely with CREST-approved penetration testers.

In addition, our regular data security audits and monitoring systems ensure we continue to identify and mitigate emerging threats.

Content Delivery

Choose to automatically aggregate RSS or Youtube feeds, curate existing content or create original content on Viewpoint.

Add content within seconds and leave Viewpoint to match user preferences and send out the content to those who want it.

Preference Center

Viewpoint’s preference center enables partners to choose how and when they want to consume your content.

Our unique filtering system is also dynamic and customizable to the filters you wish to include. So, partners can make their own choices and set preferences including location, subject matter and content type for a more personalized experience.

Beyond Emails

Viewpoint is not just a platform dashboard that displays content, it is a communications system.

As such, it communicates with partners when there is content that matches their preferences.

Partners get to choose how and when they get notified of content that is relevant to them, including desktop and device notifications, Slack integration, SMS messages and emails.

Analytics & Reporting

Not only will Viewpoint help increase engagement, it will help you understand that engagement via a comprehensive analytics dashboard.

Review activity in real time, tailor your comms and justify your ROI. Gain insight on the most popular content and categories, understand engagement by region, and use the data to help review and plan your content strategy.

Customization & Integration

Create a seamless experience for your partners.
We can customize and integrate Viewpoint based on your specific requirements.

Personalize the URL, integrate your look and feel (to match your brand), create a SSO with your partner portal or any other relevant partner platforms, and integrate with your CRM.

Security

Viewpoint is securely hosted on Azure.

All access to each Viewpoint instance is protected by a high-availability web application firewall, intrusion prevention systems and network segregation.

The secure and resilient environment we provide for your system and data was created in conjunction with our specialist cyber security advisors. And, to independently validate the effectiveness of our security measures, we work closely with CREST-approved penetration testers.

In addition, our regular data security audits and monitoring systems ensure we continue to identify and mitigate emerging threats.

Viewpoint

A GoToPartner™ enablement platform. Built for the indirect channel ecosystem, delivering ‘Engagement as a Service’

Interested in making your partner communications EaaS™…y?

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