619: Marketing to Channel Partners: Stop Making These Mistakes w/ Daniel Nissan

ABOUT THIS EPISODE

In this episode we talk to Daniel Nissan, Founder & CEO of StructuredWeb.

LinkedIn: https://www.linkedin.com/in/danielnissan/

There's a ton of noise out there. Sohow do you get decision makers to pay attention to your brand start a podcastand invite your ideal clients to be guess on your show, learn more atsweetfish media dotcom, you're, listening to the betebe growthshow a potcast dedicated to helping bee to be executives achieve explosivegrowth, whether you're looking for techniques and strategies or tools andresources. You've come to the right place, I'm James Carburry and I'mJonathan Green. Let's get into the show! Welcome back to the butby growth show.We are here today with Daniel Nisan he's the founder and ce O, a structuredWeb Daniel How r you doing today very good. I so talk to you, Sinc you're,right talking to you as well Daniel. I'm really excited for our conversation,we're going to be talking about channel marketing, but before we get into thatI'd love for you to explain to our listeners just a little bit of ofcontext and why you're the Goy to be...

...talking about channel marketing so tellus a little about structured web and what Yeur and your team are up to.Ghinnel marketing is the prockiol supporting your vocol resellers,nealers of filiates and regless fors tha tell codect of service thatthewoffer. It could be becompany like a car, manufactors, Tha, selling, podealersand wolted out their local dealers tit the marketing and digital age whichimplucitteanesapus or it can be a medsize manufactores that Oregionalresellers in Regal stores or selling me to be that they want tosupport them and Wat. They ouknow compen social content, readyname thedigical marketing ASENCE, like banners on conten from the website, and theywant to take the complexity and the time consuming processes from askingthose resellers to treat of Ol so structure by busies, Assistan, Tha e,enable souls manufactores or service...

...providers, Foud provide thei, Readi,mage solution or those local Afusi in so so as we're as we're going to betalking about Channel Marketing, Daniel Iw'd love to you know, since this isface you're, obviously living and breathing in every day. Whatoul, yousay are some of the biggest mistakes that you see, brands making when itcomes to marketing in the Channel They Eto. Oneof the common mistakes is focussing aload about promoting their brand andtheir product through the resellers for the dealers or the partners, instead offocusing and helping driving demendedbout three sellars or fitre Rit.So if I'm I'm selling a tecologe PROLUC, it's a firewoman, I I help I support myresellers and driving a then for tat. I wouldn't feder off as a manufacture,helping them to position himself as...

Ereseller as a secure of the Exbertacratwareness to carnt security, freds and so on. Instead of just asking and Leverdang,this relationship with the resource would promote my specific product andspecific Soltn at the first then was at all. Drane should focuss on making surethat businesses COMG to the resellers and Secon to make sure that thatbusiess glows to their owd proets. What can I brand do to to help make surethat business is actually coming to their resellers? So, as we took thisexample, OFA security network security reseller if a Bronda want to supportthem. Instead of talking about product, air or product ve or products Seing,how Creais prolict is and how thes product is better than the competitoror whas the price of this coduct. They should give priority firs to Ol areseller establish itselvs as network securithe exe, for example. They canhelp that reseller by providing them...

...compent Tro, restructure web to send itweekly or Montney Ema newslatters about current and security threats and thinksthat besess people should be attentioned when they protect theirinformation tocolt. Second, the should help them to ob a social compent,Ondeir social emport to be Linein or twitter and in some cases, even througha face bood about security, frets and obsecurity risks about security trends,not businesses and and their employees should get INTOTU FI helping tepreseller to be calmed. An advocato O network security becom in deloca level,thot leader Notin, help make the presellers more bared Reso to try morebusiness to them from mocal educated audience and intend the next Labal,which is part of what we call the Byr journey. Only the second or third levelATTERESA would start a promoting...

...specific product and solution from dotvendor tabl drug of Helpim to drive Teditionso so around, so that that was something that wasreally interesting for for me to hear the mistake of not not promoting yourproduct to your general partners, but instead focus on really equipping themto be thought. Leaders in in their local area and when they have thatthought leadership, you're equipping them with the type of content that theycan share your Yo r with their newsletter, be at weekly or monthlyyou're, equipping them with those tools, so they are now seen in there in theirarea. As being you know, Thego to resource for whatever the topic is,then the business is going to come to them and they're going to be much moreensenivized to to sell your product, your service or there are there othermistakes Daniel that you see a lot of brands making when it comes to channelmarketing. Yes, some other Chage picy...

...our mistakes. Is it not to recognizethat you have a channel and a supportin driving in it? I would use for thisexample a case of aflower manufacturer and their bakeries or local bakesholsright. You don't see right away the connection of. Why do I need to helpthem ty marketing and, of course, they're not going to market flowr orsugar or other AQ ingredients to their customers to their customers? Bynd, theemproler but Againif I had more calld disturator or in manifactor supportingthese taccle pusinesses. If I counsetem an Elfit to market their business in aBedway, I ready made content and ready made ti Ole Marketing Cools. I can helpthem trive demand for their product and throughdoubt great, a pool in myprovince. It could be somebody selling to bakery or it could be somebodyselling Crosican services to dentist or many other businesses that by yourproduct and you can take toleave...

...helping them drive the men and for thatyou make the more successful and you make your Brun more successful, sellingtit so talked about driving demand. We talk about not focusing on your product,but instead you know lifting up your your channel partners, so we've talkedabout a couple of mistakes, are their best practices out of that that aren'tnecessarily related to to demand generation and and focusing on thegennel partner from the perspective of and of equipping them with resources.Are there other best practices that looks listening to this can go and andimplement into their thenal program today, tha to t increase the likelihodof the partners more effectively selling their product s? I would saythose based practices are are great for channel Margeting, but they are also ingeneral for marketing of Rom. What we see that a lot of businesses todayfocus their airports, an intention to do marketing, maybe for email and andEmal, has its own glory days years ago,...

...when span was nit ot tean issue andstandwalker didn't P devert a lot of those messages to the same mail bogsand an today. Businesses need to look at more than just an email ton, trivethe men and Ewareness, and engage with ovential customers own line as soon aswe chance of what we recommend for our customer of this practice is to buildin Lam a chinnel market in cumbent library, te cover email cort, but thoseof Socialmenia retireed in almine advertizing, as well as providing theirlocal affiliates and dealers with comten Te vecibed to their existingwebsite. And if they don't have a good, a well established existing website.You can use the struct Welatfrom to automatically populate and give whichone of them their own website that they canmite mat, metain and Manageonono.Regularlyso really look at marketing as comprehensive, wuldetached approach,where you can find audience ind consumer in different places, and notonly for Om, not combined, together...

...with education, training and supportfor those resellers and partners. Nobin get started with a tool and the CUTA tododuce, em and educate him of Usin howte customized. The OPO scheduling,an adcombination of toons content and training is winning a solution to trivemore awareness and demen for solution. Through the network of few resellersdealers and affilians wonderful Daniel, this has been fantastic. If there'ssomebody listening to this, they want to stay connected with you. They wantto learn more about structured web. What's the best way for them to goabout doing hat the quickest, an esis way just to search structured gwib onGoogle or go to Doublin Val it structure, assome Daniel, think you so much foryour time today. This has been incredible and I really appreciate itTi. You drinks and I appreciate Ta Beng Eutual to ensure that you never miss anepisode of the B to b gross show subscribe to the show in Itunes. Wereyour favorite podcast player, this...

Garang tees that every episode will getdelivered directly to your device. If you'd like to connect with be to beexecutives from all over the world make sure to join our private facebookcommunity. There are some incredible conversations happening inside thisgroup to join visit. Beta B growth show com, slash FB. Thank you so much forlistening until next time.

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