Social media is a significant opportunity for the channel, because it provides a way to attract and empower partners with a new marketing capability, the activity of social marketing can significantly amplify the company's reach, and the inherent engagement involved in socializing the channel supports better relationships between the company and it's channel partners.
When we say "Socializing the Channel" we mean a deliberate process of elevating your channel marketing approach from managing many 1-to-1 relationships between you and your partners to managing a digital community in which you and your partners are all contributing members.
It’s time to draw a dividing line between companies that are doing something productive to move their channel marketing forward, and companies that just talk about it, or dabble in trendy campaigns and call it innovation.
The key to enabling your partners for social marketing is to provide a stream of relevant content that makes it easy for partners to select, personalize and share in a way that helps them authentically build their own voice and brand.
Visibility into partner performance means seeing how partners are marketing, what kinds of reaction they're getting, what kind of market influence they can generate, and what quality of leads they can produce.
Lead gen consumes billions of dollars in marketing budgets, including technology and human capital. And yet, a typical campaign can ring up a 99% failure rate and still be called a success. Many companies don't even act on 95% of the leads they do generate.