Kellie Auman

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Addressing Marketing Disruptors Part 2 (Buyer Trends)

Posted by Kellie Auman on Jun 22, 2017 9:10:00 AM

Welcome to Part 2 of our blog series on marketing disruptors referenced in the 2017 Hubspot State of Inbound Marketing Report.  Today we’re going to focus on the changing human trends and how shifts in buyer preferences and procedures are creating new challenges for marketers.

Buyer behaviors are changing almost as fast as anyone can document them.  Keeping up with the trends is more important in marketing than ever before, particularly in an indirect sales organization where keeping partners on the same page is a necessity. Let's examine the biggest human behavior factors disrupting marketing strategies.

Topics: Channel Marketing Strategy, indirect sales, channel sales, buyers journey, Buyer Trends

Addressing Marketing Disruptors - Part 1 (Technology)

Posted by Kellie Auman on Jun 20, 2017 12:35:00 PM

The HubSpot State of Inbound Marketing Report was recently released and we’ve been pouring over it, looking at the latest insights.  This year, what really caught our eye is their section on disruptors.  We’re seeing a huge influx of new technology, new ideas, and new buyer trends which are forcing marketers scrambling to keep up, and unsurprisingly the Hubspot report talks about that in some detail.

Over the next two blog posts we will cover new buyer trends and what they may mean for the marketing campaigns you and your partner companies put together.  After all, even the best tools for collaborative indirect-sale marketing won’t do any good if the strategies are behind the times. Let's start by examining new technological marketing changes.

Topics: Channel Marketing Strategy, marketing technology, video marketing, buyers journey

What Is Channel Conflict & How Can I Avoid It?

Posted by Kellie Auman on Jun 15, 2017 11:10:00 AM

Channel conflict can occur when multiple partners are selling the same product in a market for different pricing. Inevitably, this will create a situation in which your channel partners have to compete against one another and/or your internal sales team. This conflict is not just price-based, but includes friction that can arise from a lack of dealer training, poor communication from company to dealer or merely inefficiently delivering information and applications from too many old legacy sites and systems.  No fear, we plan to help you avoid channel conflict and increase your channel sales. First, it's important to understand how channel conflict impacts your customers, your channel partners and your company.

Topics: Optimize Your Channel, Partner Collaboration, Channel Conflict, PRM solutions, partner program

LogicBay Announces Integration with Videonitch's Video Channel

Posted by Kellie Auman on Jun 13, 2017 11:40:00 AM

In the recently-released HubSpot State of Inbound Report 2017, video was named as the #1 marketing disruptor, with nearly all respondents reporting  new interest and investments in video-based promotions.  It’s becoming more important than ever that indirect sales organizations find ways to integrate video into their promotions and marketing at all levels, from top-down to ground-level operations. 

At LogicBay, we’re well aware of this pressing issue and are thrilled to announce the latest feature integration to our Partner Relationship Management (PRM) solution, the Videonitch VN Channel distributed video-creation platform.  (You can find the full press release here.)

Topics: channel partner collaboration, Partner Portal, content marketing, content creation, video marketing, video

Managing Data to Support Your Channel Partners

Posted by Kellie Auman on Jun 8, 2017 12:15:00 PM

Any manufacturer that has built a successful sales channel knows that maintaining competitive advantage in the marketplace rests on the ability to evolve as an organization while adapting to the changing needs of their partners. This requires proper planning, consistent communication and an understanding of what it takes to build long-term relationships.  A company’s ability to make good decisions on the path to building positive long-term relationships with its channel partners typically depends on the accuracy and timeliness of data from a variety of sources and systems.

Topics: Optimize Your Channel, Ease of Doing Business, channel management software, PRM Best Practice, Channel Software, Partner Collaboration, channel management, Channel Marketing Strategy, business intelligence, data visualization

How PRM Can Optimize Partner Sales Processes

Posted by Kellie Auman on Jun 6, 2017 1:15:00 PM

Partner Relationship Management (PRM) software is the most powerful tool currently available for vendors to oversee, document and improve the performance of their sales partners.  In the past, running an indirect sales ecosystem often meant simply trusting partners to get their sales accomplished, without too much ability for direct oversight.  Today, however, PRM allows partners to be managed almost as closely as a department in your own company. There are numerous ways that PRM can improve vendor\partner efficiency, below we listed a select few.

1.  Data tracking and analytics. PRM has all the data-crunching power of a customer relationship management (CRM)system, but rather than only tracking customers, it can track customers and partners.  This gives you the ability to see exactly what is happening with your partners’ leads and sales in granular detail, along with the ability to share those insights with the partners themselves.

Topics: Optimize Your Channel, Sales Productivity, Channel Marketing Strategy, channel marketing

Five Tips For Finding The Right KPIs

Posted by Kellie Auman on Jun 1, 2017 12:45:00 PM

Keeping track of the success of your vendor ecosystem can be difficult, particularly as it grows.  A channel manager may be tasked with keeping track of dozens, even hundreds of sales partners.  Even with data-crunching partner management software on your side having a quick overview of how things are running can be very valuable.

Key Performance Indicators (KPIs) are one of the best ways of doing this.  KPIs are hand-picked metrics which are selected specifically because they’re considered a good indicator of overall performance.  An obvious KPI in most cases would be monthly sales numbers. KPIs are often individualistic to a company, however, simply depending on their own short- and long-term goals.  Here are some tips for finding the right KPIs for your ecosystem.

Topics: Sales Productivity, Channel Marketing Strategy, data visualization, kpi, channel marketing

Four Tips For Producing Promotional Videos On A Small Budget

Posted by Kellie Auman on May 30, 2017 12:15:00 PM

In recent blogs we discussed how the use of visual marking materials is expanding, even in the B2B sphere. Multiple surveys have indicated that C-level execs are as likely as anyone to be watching promotional videos on YouTube as a way of garnering information.  Creating content via a YouTube channel in your particular market niche can greatly benefit your operations, as well as those of your vendor partners.  Most companies are taking strides to produce more video content while keeping costs down.  In this blog we provide four tips for producing effective and marketable promotional videos on a small budget.

Topics: Sales Productivity, Channel Marketing Strategy, Increase Channel Sales, video marketing

Adopting a Mobile-First Perspective

Posted by Kellie Auman on May 25, 2017 1:15:00 PM

Are you encouraging your sales partners to adopt mobile-friendly websites, apps, and systems?  Are you also embracing a mobile-first perspective?  If not, it’s high time you did so!

The Rise Of Mobile Usage

Usage of mobile devices – including smartphones and tablets – to browse the Internet has been growing since the first iPhone. 2016 was the year that mobile browsing overtook desktop browsing in terms of hits.  It was also the year that the Earth saw more smartphones than people. 

With each year, more and more buyers across all demographics embrace mobile online usage.  In fact, they’re coming to expect it.  Failure to provide mobile-friendly sites to buyers is literally risking 50% or more of possible sales.

Topics: Partner Collaboration, Increase Channel Sales, partner enablement, channel revenue growth, mobile technology

Four Tips for Effectively Onboarding Your New Partner Manager

Posted by Kellie Auman on May 23, 2017 2:50:00 PM

Wouldn't it be great if your channel leaders and partner managers stayed in their jobs for year after year without moving on?  Of course, but as with any management role, there is plenty of turnover as workers leave for better opportunities or move into upper management leaving someone new taking over.

This issue brings a serious question to light:  If you have an extended partner ecosystem, how do you get an incoming partner manager up and rolling in the least amount of time?  Onboarding new partner managers is no small task. Anything you can do to create an onboarding process which is both efficient and comprehensive will go a long way towards minimizing any disruption a personnel change can bring.  Below are four tips for effectively onboarding your new partner manager or channel leader.

Topics: Channel Partner Onboarding, Channel Partner Recruiting, PRM solutions

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