Confronting the Biggest Risk in Channel Marketing Campaigns

Mike Moore, Averetek

You’ve put a lot of work into creating amazing marketing content that can be used by your partners to generate interest and leads. You’ve shared the content with them through a sophisticated channel marketing automation tool that helps them co-brand and promote the content. The landing pages are published and ready to collect hot, fresh leads for your partners.

Except no one fills out the landing page forms. No one downloads the eBook or whitepaper that you’ve put so much thought into. All that work, and little to show for it.

Unfortunately, this is an all too frequent occurrence in channel marketing. The success of a campaign hinges on each channel partners' ability to promote the content or offer to an interested audience. This is the single biggest risk in channel marketing.

But it can be mitigated. Having a clean database of existing contacts to use for email promotion and an active social media strategy to reach new contacts is the key to achieving what you and your partners want – growing businesses.

We’ve found that most channel partners are lacking in both their approach to marketing database health management and in their approach to social media content creation and publishing.

What if we could help with these problems without making any additional work for you or your partners? What if we could harness the power of machine learning and intelligent services to reach the right people at the right time?

At Averetek, we have two new additions to our channel marketing automation platform that will help brands and their channel partners address these issues, create more successful campaigns, and thereby create more and better leads.

In this first of a two-post series, we’re excited to announce ContactAISM from Averetek.

ContactAI

ContactAI is a new service for the Averetek platform that improves campaign performance by validating, enriching, and prioritizing contacts in a channel partner's marketing database. Channel partners upload their marketing database into the Averetek platform and the ContactAI service runs a series of intelligent processes to improve the data before it's used to promote content or an offer.

Email Validation

After analyzing more than a year's worth of email data, we discovered that 60% of email goes nowhere. We found that 18% of emails sent by channel partners resulted in a hard bounce, where a message is returned by the receiving email server because the mailbox can’t be reached. But another 42% of email that appears valid (no hard bounce) is actually forwarded to another mailbox, typically when someone leaves the company and their email is sent to someone else.
ContactAI validates email addresses before an email is sent to eliminate hard bounce and forwarded emails before they are sent. The conversion rates of the campaign will be more accurate since the bad data is stripped out before the email goes out. This service also improves the email campaign results because the email sender reputation and spam score are affected by the bounce rate of past emails.

Contact Enrichment

Like many companies, channel partners often have incomplete data for contacts in their database. They likely have the contact name, title, and email address but may be missing the balance of what we refer to as “business card data” like phone number and address. They also have very little background information on the company the contact works for. Without a complete set of data for each contact, it’s incredibly difficult to properly segment contacts by persona, industry, and location. This often leads to partners using the “spray and pray” method of sending every marketing email to every contact in their database. It’s no wonder that the click-through rate on many messages is so low.
ContactAI enriches the channel partners lists and form submissions by gathering missing information and filling in the blanks with the latest, most accurate data. ContactAI then intelligently segments the data to help channel partners break the partner’s marketing database into contact groups that can be used for more targeted sales and marketing outreach.

Buying Interests

It’s difficult to figure out what each contact in your marketing database is interested in and where they are in the buyer’s journey of learning, shopping or buying. The same is true for channel partners and the work they do with customers and prospects. The best way to figure this out would be to interview each person, but customers and prospects aren’t exactly lining up to be interrogated by salespeople. Reading someone’s digital body language provides some indication of interests but it only tells the story of that contact’s responses to that specific channel partner’s campaign.
ContactAI provides data at the company and individual contact level to indicate their interests and where they stand in the buyer’s journey. Using this information, ContactAI helps score and prioritize leads so that engagement can start when buyers are ready to hear from sales.

ContactAI will be available soon as an optional service in Averetek Basic, Averetek Professional, Averetek Enterprise, and Averetek ABM Edition.

To see a demo of ContactAI, you can contact us and we'll set something up.

In our next post, we'll unveil how Averetek helps brands and their channel partners tackle the challenges around social media content development and sharing.

 

Channel Marketing Automation Software

Mike Moore, Averetek

Posted By: Mike Moore, Averetek

Mike Moore serves as Averetek's VP of Channel Strategy. Mike has spent twenty-three years in the IT channel as a channel partner and as a channel and field marketer for software companies like Microsoft, GE Healthcare, and Progress Software.

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