Jay McBain of Forrester Research says through channel marketing automation is the future of Partner Marketing

The Future of Through-Channel Marketing Automation | Jay McBain: Ep. 3

  • July 12, 2018

For around a year now, Jay McBain has been the Principal Analyst for Global Channels at Forrester Research, a position built upon a distinguished career partner marketing. In addition to his work with Forrester, Jay is an accomplished speaker, author and innovator in the IT industry. Named to the Top 40 Under Forty by the Business Review, Top 20 Global Channel Visionary by ChannelPro, #19 Newsmakers by CDN Magazine, Top 50 Global Channel Influencer by Penton, Top 100 Most Respected Thought Leader by Vertical Systems Reseller Magazine, member of Global Power 150 by SMB Magazine, and the Top 250 Global Managed Services Executives by MSPmentor.  Even with his many accolades and interests, in this episode Jay sat down with us to talk about through channel marketing automation as being the future of partner marketing.

As discussed in our previous episode, the idea of providing prescriptive, simple to deploy, simple to measure marketing campaigns and assets via cloud-based through channel marketing automation platforms (TCMA) is one that is gaining rapid acceptance in the partner marketing world.

Today, the buyer’s journey is morphing in the B2B and B2C spaces at nearly equal rates, suggesting that the seller’s rush toward digital transformation be ever more urgent. The TCMA market is growing because B2B2C marketing professionals see distributed and local marketing as key to influencing new buyers. In this new world, having super squared-away marketing is no longer a nebulous nice-to-have. It touches most parts of the business including marketing, sales, and customer success and the resultant data will drive better learning, decision making and future actions. In fact, Jay says that recent research by his team reveals that 50% of the brands surveyed have invested in a through channel marketing automation (TCMA) tool.

But here’s the rub: of the brands surveyed, only 17% of them reported satisfaction with their results.

So, what’s a brand to do? Buyers are placing trust in TCMA providers to act as strategic partners, allowing them to broaden their reach and influence customers in new ways. It helps to have a really solid framework of what to look for when shopping for a TCMA solution.

Capabilities of a Great TCMA Platform

Here are some key activities that your TCMA solution should enable:

Campaign Management
Design and distribution of co-branded marketing campaigns, including multistage campaigns, trigger-based marketing campaigns, permissions and approval workflows.

Digital/Physical Assets
Full end-to-end management of digital and physical assets, including development and access capabilities and marketing vehicle utilization. Automated and co-branded.

Management of budgets and allocation, submission, approval, and review of marketing funds to partners, including global multicurrency support, scalability, self-service workflows.

Business Intelligence
Monitoring of partners’ marketing execution activities, reports, and analytics on lead status, deal pipelines, campaign performance, partners’ marketing participation/activities and performance.

Digital asset syndication, including email content, web content, social media, landing pages and microsites, buy buttons, etc. Direct publish capabilities with connectors and APIs, fully controlled.

What It Needs To Deliver

Two-way integrations with CRM, PRM, marketing automation, digital asset management, list service providers, and financial systems with a robust API integration architecture.

High level of usability (ease of use) and navigability. Provide modern user experience (UX) design, tutorials, and a dynamic web and mobile environment based on login.

Business Process Mgt.
Comprehensive multi-user and multi-industry workflows, exception conditions and alerts, and automated marketing campaign processes.


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