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. So how do you get decision makers to pay attention to your brand? Start a podcast and invite your ideal clients to be guests on your show. Learn more at sweet fish Mediacom. You're listening to the B tob growth show, a podcast dedicated to helping be tob executives achieve explosive growth. Whether you're looking for techniques and strategies or tools and resources, you've come to the right place. I'm James Carberry and I'm Jonathan Green. Let's get into the show. Welcome back to the BB growth show. We are here today with Daniel Nissan. He's the founder and CEO of structured web. Daniel, how you doing today? Very good, say, talking to you, jenks 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 that, I'd love for you to explain to our listeners just a little bit of of context and why you're the guy to...

...be talking about channel marketing. So tell us a little bit about structured web and what you're in your teamer up to. Channel marketing is the products of supporting your local resellers, dealers, affiliates and retool scores. That's still product of service that you offer. It could be a big company like a car manufactors and selling dealers and will develop the local dealers through the marketing and digital age. We please city and is a US. or it can be a mid size many factors that regional resellers in retail stores or selling BTP that they want to support them and with the email contented social content ready made, the digital marketing acids like banners or content from the website and they want to take the complexity and the time consuming processes from asking those resellers to do it frown. So structure by business a system that enables those many factors or service providers...

...to provide the ready made solution for those local feelings of them. So as we're as we're going to be talking about Channel Marketing, Daniel, I would love to you know, since this is a spa sure obviously living and breathing in every day, what would you say are some of the biggest mistakes that you see brands making when it comes to marketing in the channel? I would say one of the column the mistakes is focusing a lot about promoting their brand and their product through the resellers, through the dealers or the partners, instead of focusing and helping drivings de minted of resellers or feeling right. So if I'm I'm selling it at technology product, let's say firewall, in help, I support my resellers and driving and then for them I would be fad are off as a many factor or helping them to position them self as a reseller,...

...as a security expert, create awareness to card security threats and so on, instead of just asking and leveraging this relationship with the resolers would promote my specific product and specific solutions. So first the most of all, branch should focus on making sure that businesses come to the resellers and second, make sure that that business goes to their own products. What can a brand do to to help make sure that business is actually coming to their resellers? So, as we took this example of a security network security reseller, if a brand a want to support them instead of talking about product a or product B or product C and how create these product is and how these product is better than the competitor or what's the price of this product? They should give priority. First, to help that reseller established themselves as network security x, for example.

They can help that reseller by providing them content through structure Web to send a weekly or monthly email newsletters about current security threats and thinks that business people should be attention when they protect their information technowledge. Second, they should help them to publish social content on their social network can be linked in or twitter and in some cases even through facebook, about security threats, but security risks, about security trends businesses and their employees should get by helping the freseller to become and avocation network security become the local level leader. That's would he'll make the presellers more in part research to drive more business to them from local educated audience. And then the next level, which is part to what we called the Bire journey, only the sick and or third level that PRESA would start...

...to promoting specific product and solution from doubt find or the run to help them to drive the initials in it, so so around. So that that was something that was really interesting for me to hear. The mistake of not not promoting your product to your channel partners but instead focus on really equipping them to be thought leaders in in their local area and when they have that thought leadership, you're equipping them with the type of content that they can share your your know with their newsletter, be at weekly or monthly. You're equipping them with those tools so they are now seen in there in their area as being the go to resource for whatever the topic is. Then the business is going to come to them and they're going to be much more incentivized to to sell your product your service. Are there? Are there other mistakes, Daniel, that you see a lot of brands making when it comes to channel marketing? Yes, some other challenge to see our mistakes is not to recognize the if you...

...have a channel and supporting driving them in. I would use for this example the case of a flower manufactor and their bakeries or local make shifts right you don't see right away the connection of why do I need to help them? Dry Marketing, and of course they're not going to market flower or sugar or other bake ingredients to their customers because their customers buying the end product. Again, if I local distributor or in we Mani factors supporting these type of businesses. If I come to them and help them to market their business in a bitter way with ready made content and ready made the plow marketing pools. I can help them drive them in for their products and throughout create a pool for my products. It could be somebody selling to bakery or could be somebody selling product and services to dentists or many other businesses that buy your product and you can take the lead helping them drive them in and through that you make the...

...more successful and you make your prum more successful selling them. So talked about driving their man we talked about not focusing on your product but instead, you know, lifting up your your channel partners. So we've talked about a couple mistakes. Are Their best practices out of that that aren't necessarily related to to demand generation and and focusing on the channel partner from the perspective of kind of equipping them a resources? Are there other best practices that books listening to this can go and implement any their channel program today that to increase the likelihood of partners more effectively selling their product? Yes, so I would say those based practices are correct for Channel Marketing, but there are also in general for marketing overrole. Okay, what we see that a lot of businesses today focus their efforts and attention to do marketing, maybe through email, and email has its own glory days years ago when spam was not doubt of an issue and spend...

...blocker, they didn't pay the vert a lot of those messages to the spend mail box. Today businesses need to look at more than just email to drive the amend and awareness engage with potential customers online the same as weird channel. So what we recommend to our customer based practice is build and plan channel marketing content library that will cover email forwards, but also social media retargeting online advertising, as well as providing their local affiliates and dealers with content that they can embend to their existing website. And if they don't have a good, well establish existing website, you can use the structure web platform to automatically populate and give which one of them their own website that they can later make me in and manage on the regular basis. So really look at marketing as comprehensive mult detach approach where you can find audience and consumer in different places, and not...

...only for emails. I'll combined together with education, training and support for those resellers and partners, if you open get started with the tool and the count, if you give them educative help to use it, help to your customized and help to schedulely, Du comb the national tools, coping and training is the winning solution to drive more awareness and event for solution through the network of few resellers, dealers and affiliates. Wonderful, Daniel. This has been fantastic. If there's somebody listening to this, they want to stay connected with you. They want to learn more about structured web. What's the best way for them to go about doing that? The quickest of musics way just to search structured web google or go to double and double build structured web built. Awesome, Daniel. Thank you so much for your time today. This has been incredible and I really appreciate it. Thank you, dreams, and I appreciate the invitement of your show. To ensure that you never miss an episode of the B Tob Growth Show, subscribe to the show in Itunes or your favorite...

...podcast player. This guarantees that every episode will get delivered directly to your device. If you'd like to connect with B tob executives from all over the world, make sure to join our private facebook community. There are some incredible conversations happening inside this group. To Join, Visit Bob Growth Showcom FB. Thank you so much for listening. Until next time.

In-Stream Audio Search

NEW

Search across all episodes within this podcast

Episodes (1803)