Recruit New Partners in the Era of No Events

Recruit New Partners in the Era of No Events

From conferences to concerts, sporting events and more, large gatherings of people have been put on hold for the foreseeable future. According to Forbes, more than 83 million attendees have been forced to change their plans because of the COVID-19 outbreak.

It’s no secret that conferences are the bread and butter of making connections, forming partnerships and expanding your organization’s market share. Without the ability to have these face-to-face interactions, many professionals feel like there is no opportunity to gain new business and expand their organization’s brand. However, it’s not the end of the world. The partners are still out there – but you must change the tactics you use to reach them.

Here are five areas to consider for recruiting net new partners when in-person events are not an option.

Chat with us today and discover how it’s done.

Virtual Events

Nearly all internal meetings take place virtually nowadays; why not hold an entire conference the same way? These events are much easier to put on from a logistics, planning and marketing standpoint. You can have greater attendance by people and speakers from around the world since travel is not a factor.

Unfortunately, the market for virtual events has become oversaturated. But don’t allow this to be a deterrent. You need to be creative and offer a different kind of experience with information that people want to consume so you can attract the partners you want. The key is to create a fun and engaging atmosphere. People are already living in dull video calls. Break up this monotony by introducing captivating keynote speakers, software, videos and gamification into your presentation to keep them hooked. It helps if the topics of these items are timely.

It’s also essential that you encourage your audience to watch the event live and not recorded. It cannot be overstated how much more effective lead generation is when an audience is watching live. Plus, attendees can interact in Q&A sessions, making them more likely to stay tuned in and deeply engaged for the entire event.

When it’s all said and done, you now have a library of content that you can break up and repackage as value-added marketing collateral in the form of videos, blogs and other media. These will help you attract new partnerships long after the virtual event ends.

Stronger Together: Partnerships

You don’t have to hold these virtual events on your own. One tactic that’s winning for many businesses right now is sharing the stage with other business personalities at these virtual events. This “better together” approach empowers both of you to grow each other’s database of leads. The key here is to have a large attendee list. It helps add greater value because you both can attract more viable leads that you may not have reached before on your own with your combined wealth of knowledge.

Partnering with vendors helps you explain product knowledge and sell the ease of use for your solution offerings. They help you with lead generation and marketing tools so you can close more deals in the virtual space.

Social Power

For sales reps who are used to being road warriors at different events, the battle is not over – it’s taking place elsewhere. Social media is a sales rep’s best tool for reaching people when face-to-face interactions are limited. Reps must take their personal brand from the show floor and use it to prospect on sites like LinkedIn, Facebook, Reddit and others to pursue new leads.

They will become an active member of these communities by engaging in discussions, commenting on other peoples’ posts and participating in their events, perhaps even as a guest speaker.

Social media is also an excellent tool for holding small to medium virtual events. For example, you can host a LinkedIn Live event with value-added information in your presentation. These gatherings can be even more effective because they’re more intimate and provide more opportunities for one-on-one discussions with those in attendance.

Revisit & Reinvigorate Relationships

Don’t forget about the clients you already have. Customer relationship management is the most crucial factor here. To start, make a targeted list of partners with whom you want to increase business. Once established, start devoting more time and resources towards sparking new deals with them.

They already know your value, it’s a perfect opportunity to offer them more. Send them resources and useful information about what they need to survive in difficult times and feature solutions you can provide at a discounted rate.

You can also reach out to organizations in your contacts that never quite became a client. Revisit your data, check attendance to past events and your own virtual events and see who was there but did not convert. Have your sales rep engage with them and see if there’s a solution you can offer that will be your in.

Marketing Always Matters

At the end of the day, the tactics all businesses use to attract the prospects they want remains constant. Keep up with the marketing efforts that have always informed the world of your value. Important areas to keep up on include:

  • General advertising
  • Telemarketing
  • Email campaigns
  • Public relations
  • Optimizing content for SEO

The audience you want to reach is still out there, you just need to get creative in all these areas to increase your success rate.

How Marketopia Can Help

Between hosting and joining virtual events with vendor partners, offering comprehensive training sessions, engaging social and reaching out to close a deal, the entire team at Marketopia knows how to get it done. Don’t wait for the normal to return; we can help you take advantage of the opportunities in front of you right now so you can build even greater success. Contact us today to get started.

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How to Become a Savvy Business Advisor: A Channel Account Manager’s Road Map for Success

How to Become a Savvy Business Advisor: A Channel Account Manager’s Road Map for Success

As a CAM, you’ve devoted a lot of energy to developing business relationships and learning about how to make the most out of those connections. But to become a true business advisor, you’ll need to fully understand the ins and outs of every partner business. If you’re serious about building partnerships within the channel, demonstrate your commitment to the industry by respecting everyone’s respective role in the supply chain.

With a polished skill set, a strong sense of professionalism and a bit of training, you’ll be able to speak directly to partner businesses’ pain points — and connect the right people with the right resources and solutions.

To do so, you need to first earn credibility the old-fashioned way, by becoming someone your partners can trust and turn to for advice. Getting there is hard work, but it’s all worth it. Start studying your partner businesses to figure out what makes them tick, and then determine how you can improve their bottom line.

Learn More

Understanding How a Partner Business Makes Money

Step One: Appreciate and Respect the Supply Chain

Consider how each organization, person, task, data point, tool and asset impact the integrity of the process before making any hasty changes or decisions. Resist the temptation to eliminate parts of the supply chain in order to save money or automate processes without fully considering what’s at stake.

Step Two: Pay Attention to Organizational Structure

Take time to understand how your partner business makes money and what they must accomplish in order to turn a profit. From billing and collections to sales and advertising, there’s a lot that has to get done. Remember that a smaller partner might have different needs than an enterprise, and develop strategies and offerings with both in mind.

Step Three: Facilitate Success for the Front End

When consumers visit professional websites on their smartphones, they are enjoying a clean user experience thanks to a lot of work on the front end. What they see is the result of a long process that the customer benefits from, but likely knows very little about. While the front end of a business tends to get all the credit, they share systems with and often need just as much support as the back end, so give them the services and IT infrastructure they need to thrive.

Step Four: Give Credit to the Back End

The back end is everything an ordinary consumer doesn’t see. It’s all the hard work that goes on behind the scenes, and it doesn’t resemble the neatly-packaged front-end presentation that the customer admires. Managing databases, processing orders, handling finance — everything is easier with the right resources, and there are a lot of departments that demand your attention and support.

Step Five: Recognize and Rectify Inefficiencies

As a successful CAM — and emerging business advisor — your job involves helping partners reach long-term goals through a combination of insourcing and outsourcing. Provide clients with the best cloud offerings, the right managed services, industry-specific technology solutions and professional IT support, and you’ll empower them to simplify everything from inventory and customer support to research and development and more.

Step Six: Consult Like the Pro You Are

In your quest to become a top business advisor, you will continue honing your expertise and eventually cultivate a reputation for solving problems on the fly. This may mean establishing yourself as a consultant and conducting business as such. People look to you for advice about how to handle emerging technologies and solve problems in the supply chain, and you’ll want to be able to tell them what to do next. By investing in high-level training, you’re putting yourself in a better position to understand each partner’s business and how you fit into the equation.

What’s Next? Scout Out New Opportunities for Growth!

As you master the art of pleasing every partner business, you’ll become a pro at helping everyone get the quality service they deserve. Consider how the needs of large and small partners differ from one another and develop new offerings that target a partner business’ operations, services, finance, product development, marketing and sales accordingly. To continue building value in a dynamic business world, find innovative ways to connect with partners new and old, and stay relevant by networking, upskilling, outsourcing and knowing when it’s time to bring in professionals who can take things to the next level.

Ready to Elevate?

As a vendor or reseller, working with a partner like Marketopia means that you don’t have to spend your time training and creating lead generation for your partners – let our team of IT industry leaders handle it instead. At Marketopia, we speak the language of the channel and have the expertise it takes to support your business goals. We know the channel inside and out and have designed cutting-edge marketing strategies for CAMs who are ready to grow and build a better future. Let’s Get Started

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