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SaaS Solutions for Partnership Marketing

Posted by admin October 31st, 2013

Forrester estimates that nearly 70% of organizations are either currently using SaaS solutions for their CRM or are interested in doing so. SaaS solutions exist in almost every marketing arena including digital marketing, content marketing, database marketing, and so forth. Their purpose is to make it easier for marketing teams to manage complicated campaigns with a lot of components and team members. For instance, Google AdWords is a type of SaaS that allows brands to manage their online advertising in the search engine. No matter what their internal software or systems may look like, Google AdWords is the unifying platform that their search campaigns can be managed from. A company’s marketing manager that normally works in Chicago can access their AdWords account from anywhere in the world, at any time of day, because AdWords exists in the cloud, making collaboration easier than ever.

But until recently one component of marketing, partnership marketing, did not have a SaaS solution it could rely on. In a partnership, two companies are inherently reliant on each other for success, but different methodologies, software, and processes could easily keep the two brands from every seamlessly integrating and end up marginalizing the return on partnership programs. SaaS solutions for partnership marketing, which are a more recent addition to the marketing cloud, allow companies with different systems, practices, and processes to more effectively establish and manage partnerships and affinity programs. Two disparate companies can now easily and quickly collaborate thanks to common tools.

SaaS solutions for partnership marketing also allow for companies to:

Scale customer acquisition programs.

As success with their various partners and partner campaigns grow, companies can use SaaS solutions for partnership marketing to scale up existing partnerships and customer acquisition programs. New partnerships can also be easily integrated and be managed consistently because the same tools are being used across the board, giving companies the ability to effectively manage multiple campaigns across even more partners at once.

Support Performance Optimization

With SaaS solutions for partnership marketing, companies can take the best practices and methodologies from one campaign and apply across others seamlessly because each partnership uses the same basic platform. Analytics can help marketing managers determine what makes one campaign, offer, or partnership more successful than others and businesses can leverage those insights to improve all their campaigns. Do certain partners produce fewer new customers but they are actually worth more? Do other offers seem to not mesh well with a particular partner’s audience?

Engage Customers Across Multiple Channels

A Saas solution for partnership marketing would make it easier for companies to engage customers across multiple channels including text, web, direct mail, and social media. This way brands can present the best offer through the best medium for each customer.

Thanks to SaaS solutions for partnership marketing platforms, companies are able to leverage the full capabilities of partnership marketing software, such as increased business agility and speed of deployment, as well as the ability to focus on projects critical to the success of the business and marketing programs. Now partnership marketing campaigns can easily be scaled up and harnessed to their full potential.

Cross Selling and Upselling Offers — Know Your Customers & Target the Offers

Posted by admin October 16th, 2013

Many BtoC companies such as credit/financial service companies, consumer electronics, etc., provide customers with a broad range of products and services. Often these companies are in a position to offer other products or services within their portfolio to customers based on need and interests. In fact, many enterprises use various upselling and cross-selling methods as a way to earn more revenue from existing customers. After all, existing customers are much more likely to buy from your company again once you have proven that their initial investment was worthwhile. .

Upselling a customer means presenting something of unique value to them at the right time, as well as having a strong enough relationship with that customer to convince them it’s worth the additional investment. But many enterprises may not fully realize that upselling and cross-selling isn’t just about growing your bottom line, it’s also a lesson in customer service. Read the rest of this entry »

One to Many—The Value of Multiple Enterprise Partnerships

Posted by admin September 9th, 2013

While enterprise partnerships are traditionally created on a one-to-one basis, there is tremendous opportunity to be had with one-to-many relationships. More partners mean enterprises can have multiple customer acquisition campaigns running at once, an easier way to test and personalize offers, and leverage multiple channels (voice, email, text, etc) to determine the best ROI. Typically, traditional 1-1 partnership marketing programs take months to implement and require significant resources to manage so the thought of implementing multiple partner programs and campaigns is often overwhelming for enterprise managers. One relationship is complicated enough; how complicated would a network of partners become?! Read the rest of this entry »

Partnership Marketing Cloud Apps Disrupt Conventional Thinking

Posted by admin July 29th, 2013

While enterprise partnerships are traditionally created on a one-to-one basis, there is tremendous opportunity to be had by scaling affinity partnerships across many relationships. More partners mean enterprises can have multiple customer acquisition campaigns running at once, an easier way to test and personalize offers, and leverage multiple channels (voice, email, text, etc) to determine the best ROI. Typically, traditional 1-1 partnership marketing programs take months to implement and require significant resources to manage so the thought of implementing multiple partner programs and campaigns is often overwhelming for enterprise managers. One relationship is complicated enough; how complicated would a network of partners become?! Read the rest of this entry »

Cross-Brand Partnership Marketing in the Cloud

Posted by admin July 17th, 2013

The concept of cross-brand marketing partnerships is not a new one. Many industries, travel for instance, have capitalized on offline partnership marketing programs for decades. In more recent years cross-brand partnerships have moved online, and are so commonplace it’s unusual to NOT come across them. For example, after a customer reserves an airline flight online, they’ll often see an option to reserve a car or a hotel on their reservation confirmation screen. As with any cross-brand marketing partnership, relevancy is key. The partner offers are directly relevant to the original purchase and this cross-branding process typically works seamlessly. Read the rest of this entry »

What is the Marketing Cloud?

Posted by admin July 10th, 2013

The marketing cloud includes a wide variety of SaaS solutions that incorporate collaboration, lead generation and management, social media, digital and search marketing, media buying, ROI optimization, personalized marketing, conversion tracking, web analytics, and much more. Several SaaS companies are driving the development of the marketing cloud with various applications. Salesforce, for instance, is sales and service cloud with a CRM system that also provides a marketing cloud application for managing lead generation campaigns. Adobe has collaboration and content management applications in their version of the marketing cloud. And SHIFT, a newcomer, has brought together multiple marketing solutions as a suite of applications in the cloud. Read the rest of this entry »

Making the Most of Your Marketing Channels, Including Online and Voice

Posted by admin May 6th, 2013

It’s imperative that brands reach out to customers on their channel of choice. Be it online, voice, chat, or any other platform, your customer expects you to be there when they need you. But when you are where your customer expects you to be your brand is given the unique opportunity to leverage the customer’s immediate interests and needs. Your most powerful marketing asset is to know something about your customer.  And the contact center and your voice channel know a lot. In fact, with the right tools your online marketing and offline marketing efforts can easily tie into each other to create more touch points, preserve the customer experience, and generate new leads for your enterprise.

Leverage the same offers through your online and voice channels.

Would a customer that reaches out to your company online versus a customer that calls into your customer service or sales call center be looking for completely different offers of information? Probably not. Although their preferred method of communication might differ, their end goals are going to be very similar. Your online channels and your voice channels can be used to present your consumers with the same or more relevant, complementary products and services. Read the rest of this entry »

How to Ensure Your Cross-Selling Campaign is Successful

Posted by admin April 29th, 2013

The major success component in any cross-selling campaign is relevancy. The right offer at the right time to the right customer. Therefore, it’s important that you keep in mind that cross-selling doesn’t just have to be about upselling your own products; for instance, a cable provider might try to upsell a new customer with a DVR package deal. Cross-selling can also be cross-brand selling, in which two relevant and related enterprises form a mutually beneficial partnership where one brand provides new leads for another. This will dramatically increase the product/service offerings and improve the relevancy to the immediate customer need. The lead seller enhances the customer experience by becoming a “concierge” service, while the lead buyer improves their customer acquisition program while simultaneously controlling their budget.

Success Factor: Only form marketing partnerships with brands that can provide relevant offers/services to your customers. Read the rest of this entry »

SalesPortal Blog Roundup for April 24th, 2013

Posted by admin April 24th, 2013

Here are some of the blog posts for marketers and contact center executives that we’ve recently found interesting. Hopefully you’ll get something out of them too!

For Marketers

How to Sell More by Focusing On Less
I remember flying to Pittsburgh in the year 2004.

It was a 7am presentation in front of about 40 people who I didn’t know. And who didn’t know me, either. And by the time the presentation was done at 7:45am, I asked the crowd a simple question.

“How many of you would like to buy this product?”

And over 50% of the hands in the room went up. Which, by the way, wasn’t the most interesting part. The most interesting part was that I hadn’t told them much about the product, or the price, or the delivery. So why were so many of those in the room willing to buy the product? Read the rest of this entry »

Capitalizing on the Customer Voice Channel as a Marketing Opportunity

Posted by admin April 3rd, 2013

Even with the rise of online customer service channels, contact centers still handle a growing number of the more complex customer sales and service interactions today.   And with the growing volume of calls driven by mobile adoption, new and innovative marketing programs are emerging such as click-to-talk functionality, connecting web visitors directly with the call center, and performance-based call transfer programs.

Consumers often choose the distinctly human interaction of the voice channel to answer their sales and support issues; over 45 billion call transactions annually by some estimates. This is a huge marketing opportunity that smart enterprises are already taking advantage of. Remember, many studies show that consumers tend to respond well to human contact during the sales process. Though they may conduct much of their research online, many of these purchases still take place offline. Read the rest of this entry »