Many business-to-business and technology companies struggle to effectively support the complexities of their marketing functions. These challenges include, but are not limited to:
- Control of brand consistency as well as the marketing programs, when there is a constant pull to decentralize the marketing function to support resellers, VARS and OEM partners.
- Sales in the field, at the branch, or at the retail level which have little or no access to marketing programs and little expertise in marketing implementation or database management.
- Local marketing efforts are complicated and expensive – with dozens of ad hoc programs to support individual VARS/resellers, it’s impossible to get any economies of scale.
- Speed-to-market – too many small campaigns means each one takes longer to get off the ground.
- Return on Marketing Investment – very difficult to track, with little visibility to the final sale.
Distributed Marketing will support automated marketing services to small- and mid-sized businesses, resellers or other sales/service channels through a larger marketer who would act as a centralized enabler of data, analytics and technology.
- Distributed Marketing can bring a measure of control back to the brand – by retaining corporate control of data, content and technology, while still making smarter marketers of local, channel or partner marketing – often through SaaS-delivered marketing tools.
- Delivery methods include a self-serve web portal where the small- or mid-sized business could upload data, access leads, view reports, and create messaging via email, SMS, or Print-on-Demand using a content database of material created for delivering personalized content.
- Decentralized marketing partners can get access to data, leads, creative – even insights – through a web services platform that makes them feel like they have some control over their own marketing.
Distributed Marketing provides today’s marketers with the opportunity to leverage advances in data, analytics and cloud technology to increase results and profitability for themselves and their channel partners.
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