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ZINFI Technologies, Inc.
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With the passage of every day, month and year, content marketing continues to take over marketing (branding and lead generation). Unfortunately, most channel marketers still remain stuck in the archaic 20th century model for lead generation, using appointment setting for their business-to-business (B2B) channel partners. This model still requires a phonebook, a telephone and a script-driven telemarketer. What’s wrong with this picture?

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What is channel marketing automation? It’s about automating core channel marketing process steps that allow vendors to recruit, onboard, train, enable and manage their partner network or channel network on a worldwide basis. “Partner” refers to resellers, systems integrators, value-added resellers (VARs) and others in the technology or manufacturing channel, or dealers, agents and other types of partners in other industry segments.

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We know what it feels like to receive a cold call and know the caller is reading questions from an uninspired script. While it makes sense to have a standardized example, for maximum effectiveness we should always be looking for new ways to innovate and improve cold calling scripts…

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Over the last decade or so, a new category of software called partner relationship management software or PRM software has been evolving rapidly…..

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With the passage of every day, month and year, content marketing continues to take over marketing (branding and lead generation). Unfortunately, most channel marketers still remain stuck in the archaic 20th century model for lead generation, using appointment setting for their business-to-business (B2B) channel partners. This model still requires a phonebook, a telephone and a script-driven telemarketer. What’s wrong with this picture?

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Rock and roll musicians, and the industry that has grown up around it, have always been perceived as trailblazers. Innovative ideas and expression have always been a big part of the development of popular music, and getting broader acceptance has been a challenge that has motivated musical acts and performers to come up with new ways of getting the word out. One important marketing method that grew out of the music industry is the use of loyal followers to help spread the word about a band or act. That’s where the concept of the “street team” came from, after all—and if you really think about it, this was one of the first true forms of channel marketing.

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Channel management is complex. We have explored this complexity from a variety of perspectives in previous articles. However, let’s not forget that with the right channel management solutions you can tame the complexity and truly unleash the power of the channel.

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The partner portal is possibly the single most important tool for a vendor selling through channel. While channel programs, policies and people are all very important ingredients for partner relationship management, in our digital world a properly built, state-of-the-art partner portal can make the difference between a successful channel program and one that fails. However, the majority of partner portals today never realize their full potential of serving the needs of the channel partners and enabling a vendor to scale its business globally. Why is that?

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The most recent trend in channel marketing automation has been the rapid deployment of Partner Relationship Management (PRM) Software along with Partner Marketing Management (PMM) capabilities in multiple industry verticals. This article will specifically focus on the value of Partner Profile Manager (PPM) as a core feature for PRM Software.
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