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.