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Elevating Channel Partner Marketing In Modern Technology Companies

In today’s constantly evolving marketplace, it’s not as easy as it once was for companies to connect with key consumers and distinguish their products from competitors’ offerings. Particularly in thriving fields like technology and software, companies must take extra steps to boost their platforms and give their quality services more visibility. In order to appeal to larger audiences and reach more potential clients, a growing number of companies are taking advantage of strategically-chosen channel partnerships. By engaging in mutually-beneficial channel partnerships and alliances, businesses can drastically expand their platform and increase their sales, leads, and general profitability. The following overview of channel partnerships provides an in-depth look at their purpose, functionality, and success, specifically within the realm of software and technology.


In order to connect with their target audience and improve sales or leads, many companies choose to enter into channel partnerships. Channel partnerships, while they can take numerous forms, are designed to be mutually beneficial alliances that simultaneously promote a manufacturer’s products or services as well as enhance a channel partner’s visibility or profits. To develop an effective partner marketing strategy, both parties should consider how they would like to benefit from the channel partnership, along with the various goals that they hope to meet. Typically, manufacturers enter into channel partnerships in order to gain access to the channel partner’s larger audience, resources, and prime position in the marketplace. With this advantageous footing, manufacturers are able to make their products or services more visible to their desired clientele as well as appeal to their channel partner’s untapped audience.


When it comes to software and technology companies, channel partner marketing is a key tool for businesses to make their messages heard among a sea of competitors. Because a company’s marketing efforts drive sales and sustain clientele, it is essential for software and technology companies to differentiate their products and services from those of competitors, always tailoring their marketing messages to their target audience. However, traditional marketing efforts alone no longer guarantee a company the visibility and increased sales they need to survive in a competitive marketplace. Because of their ability to give manufacturers a larger platform and boost channel partners’ business, channel partnerships have become an increasingly important part of marketing strategy. Not only do these alliances allow businesses to drastically scale their sales and increase profits, but they also introduce the potential of new markets, expanded product offerings, and more efficient customer interactions.

Channel Marketing

The numerous factors that make channel partnerships advantageous -- the opportunity for more profitable production, broader markets, and more satisfied customers, to name a few -- can have a dramatic effect on software and technology companies’ growth and bottom line. The ability to connect manufacturing teams with channel marketing partners means that technology and software businesses can exponentially increase their sales prospects and even offer a larger range of products and services. Along with the chance to reach more customers without exhausting a business’ resources, channel marketing companies can offer manufacturers prized benefits such as credibility with a target audience, which could take years to develop otherwise. This credibility allows businesses to maneuver into other, often larger, clientele that might have been very challenging to access without a channel partner.


Some of the biggest names in software and technology broke into the market with the help of channel partners and fresh channel marketing ideas. Groundbreaking companies like Microsoft, Google, Apple, and Atlassian are channel marketing examples that showcase the power of a well-chosen partnership or alliance. With a carefully-designed channel marketing plan, software and technology businesses can enjoy enhanced customer growth and engagement that quickly surpasses competitors.


Especially if a software or technology company is interested in taking their business abroad, engaging in a channel partnership is a prudent choice. Not only are large channel partners more likely to have the resources and experience necessary to carry out successful international expansions, but they can also provide guidance on topics such as marketing and regulations in foreign countries where they have previously worked. For software and technology companies, channel marketing is a game-changing strategy that can effectively grow a business’ audience and open the door to large-scale development.

Channel Marketing Manager

Fulfilling the role of a channel marketing manager in a technology or software company involves having a detailed understanding of the current market as well as a fresh perspective on marketing campaigns and plans. Marketing professionals are not only called to evaluate the market’s current situation but also to anticipate consumers’ desires so that their company can remain at the forefront of industry growth. As is true in other fields, software and technology marketing managers need to keep their finger on the pulse of industry trends, consumers’ needs, and new, cutting-edge products and services that appear on the market. When it comes to staying relevant in a steadily expanding field like software or technology, channel marketing managers must objectively analyze how their company stacks up against competitors, highlight the unique and appealing aspects of their business and develop original messaging around the products and services that they offer.


Channel marketing jobs include a diverse range of responsibilities that ultimately help create a successful, visible brand. One of the channel marketing manager’s primary duties is the development of an audience-appropriate marketing plan. Multi-layered and complex, marketing plans are made to showcase a business’ products and services while drawing in the target audience. They typically speak to industry trends, current events, and clients’ desires, always showcasing the company’s products and services in a favorable light. In order for a marketing plan to be successful, it should be in line with current digital and industry trends. Consumers should feel that they are receiving innovative products that will help them achieve their goals.


Yet another facet of a channel marketing manager’s position is the planning and implementation of marketing campaigns, which can span a series of weeks, months, or longer. Within software and technology companies, a marketing manager will craft campaigns to reach projected sales or lead goals.

Channel Marketing Strategy

While developing a successful channel marketing strategy, software companies should speak directly to their target audience’s needs, crafting a marketing message that preemptively answers questions and anticipates any concerns. A recent survey reports that “after seeing co-market campaigns, 68% of consumers are able to make buying decisions before even speaking to sales representatives.” This powerful statistic reveals the power that channel marketing programs have to heavily influence consumers’ decisions when it comes to investing in a company’s product or service.


Even without the personalized touch of a representative, a channel partner marketing strategy can effectively entice potential customers and sales. For this reason, software companies should ensure that their channel partners share their goals and target audience criteria, therefore increasing the likelihood that all marketing content will appeal to the manufacturer’s potential clients. A well-conceived channel partner marketing strategy focuses on the client’s needs and emphasizes the value of the company’s products and services in the context of the current market.

Channel Partner Strategy

The benefits of channel partners are numerous and long-lasting, particularly when it comes to the growth of technology companies in the coming years. Because an effective channel partner strategy has the power to considerably improve a company’s output, audience engagement, and future growth, these partnerships should be considered an integral part of overall business strategy. A recent example involving cosmetics company Estee Lauder exemplifies the influence of channel partnerships -- when the beauty company joined forces with a top U.S. retailer in 2020 to produce shared Google Ads, the company’s average ad click share rose by 70%. Although Estee Lauder has been a well-known company for decades, the company significantly benefited from a channel partnership by drawing on a larger audience and expanding their professional horizons.


With many different types of channel partners available for technology companies today, there is a lot of potential for what a well-chosen channel partnership can produce. In today’s expanding market, there are countless ways to utilize channel partnerships to boost technology companies, whether at the outset of a business’ development or later in its expansion. Regardless of when they are implemented, there is ample evidence to show that channel partnerships should be an essential part of technology companies’ long-term business plans to reach their full potential.

We are a Private Network for the Leaders Changing Partnerships in Tech

To be accepted, applicants must be an active partnerships executive or expert practitioner at a technology company.