Kate Slomkowski, Author at Zift Solutions

Channel Chats Podcast: Partner Onboarding Decoded

Kate Slomkowski — Wed, 08 May 2024 16:08:47 +0000

Welcome to the first part of our podcast series on Partner Onboarding Insights, brought to you by Zift Solutions. In this episode, Kylinn Kraemer and Ken Snyder delve deep into the strategies and methodologies behind effective partner onboarding, a crucial aspect for enhancing partner engagement in PRM and channel programs.

Meet the Speakers

Kylinn, Business Intelligence Analyst at Zift Solutions, who has extensively researched and authored parts one and two (coming soon!) of our insightful ebook on partner onboarding.
Ken Snyder, Senior Technical Account Manager at Zift Solutions, who brings his expertise in technical account management and a keen interest in optimizing partner experiences.

Episode Overview

Kylinn and Ken discuss the inspirations, challenges, and findings from Kylinn’s research on partner onboarding strategies. They explore various phases of partner onboarding—pre, during, and post—and their unique impacts on partner engagement. The discussion extends into tactical approaches such as segmentation, gamification, and the integration of dynamic content to maintain and heighten partner activity and involvement.

Key Topics Covered

Different Phases of Onboarding:
- The conversation covers 3 distinct phases of onboarding: pre-, during, and post-. Each phase is characterized by different levels of partner user activity and engagement.
Engagement Insights:
- Identification of engagement drop-off periods and strategic intervention points.
- Use of gamification to enhance the onboarding experience and maintain high engagement levels.
- Personalization of onboarding tasks based on the roles and needs of different partner users to ensure relevance and effectiveness.
Strategies for Reengagement:
- Employing tactics similar to those used in digital marketing (e.g., notifications for incomplete tasks) to reengage dormant partners.
- Continuous content renewal to keep the offerings relevant and engaging.
Future Directions:
- A sneak peek into Part Two of the ebook, which will focus more on specific onboarding tasks, their effectiveness, and strategies to optimize completion rates.

Why Listen?

If you’re a channel professional who is actively involved in managing and optimizing partner relationships, this podcast is for you. Get practical insights, innovative strategies, and recommended tactics from research gleaned from our own active client base.

Whether you’re looking to refine your approach to partner engagement or seeking fresh insights into partner management, Kylinn and Ken offer valuable perspectives and data-driven strategies that can be adapted to a variety of scenarios in the partner relationship management space.

Transcript

For those who prefer reading, find the full transcript of our discussion below:

Transcript

Kylinn: Hi, everyone. My name is Kylinn. I am the business intelligence analyst here at Zift Solutions, and I worked on our ebook part one and part two and all of the research around it and I’m really excited to talk about it a little bit today.

Ken: And my name is Ken Snyder and I’m a senior technical account manager at Zift Solutions and I’m very excited to be talking with my colleague, Kylinn, about the virtues of partner onboarding and how vendors and suppliers can optimize that experience for their partner communities. So, Kylinn, first of all, my initial question for you is what was the inspiration for you to undertake this quite frankly extensive research into partner onboarding strategy?

Kylinn: It’s a great question. I feel like every great data analysis and starts with a big theoretical question like partner engagement and onboarding. So in the market of PRM and channel, the age old question is how do we get partners engaged in our programs? We kind of embarked on this journey, and wanting to understand and help our suppliers in that way, and we’ve figured onboarding was a an awesome place to start, and kind of helping them empower their partners to be able to participate and to be able to engage through onboarding plans.

Ken: So was there anything in particular that you were seeing from a data analysis perspective that defined a need for a deeper understanding in providing suppliers or vendors with strategies?

Kylinn: At times we see these super successful clients with very robust collateral libraries, and they have these amazing campaigns set up in there, but they’re not empowering their partners in an effective manner, which leads to low partner engagement, which was where we’ve got the inspiration for it, but also felt that there was a need. And this is where we wanted to start with onboarding to actually see, does it increase partner engagement? Does this differ for certain demographics of clients, for larger clients versus the smaller clients? Does engagement change over time after onboarding, during onboarding? And then we also later on get into kind of the nitty gritty. So I feel like overall, the need was there because we see a lot of clients with great partner programs and great in terms of like their content and their campaigns and their enablement, but they’re not empowering their partners to know how to engage.

Ken: Maybe before peeling back the layers of the onion on that, it might be helpful to sort of set a baseline, with the terminology that is used in the report and that we’ll be using during the course of the podcast today. And that question would be could you provide us with your idea, or definition of what differentiates pre onboarding, during onboarding, and post onboarding? How are those unique in their own ways?

Kylinn: So those were the three periods, like you mentioned, that we looked at when considering, login frequency and partner user engagement. So the pre-onboarding phase is just like when a user gets set up. They’ve either not completed an onboarding task or plan, and they’re just kinda there enabled their license is active, but they’ve not onboarded. The onboarding during the onboarding stage once they’ve started a task or plan, they’re now in the onboarding phase. And then once they’ve completed, we set our threshold at sixty percent. So once they’ve completed sixty percent of that process, then they move into the post onboarding phase. So they don’t need to always not all partner users are gonna complete every partner user, onboarding task to be considered onboarded. They just have to be completing, you know, most of the tasks. And we felt like that was an inclusive definition from onboarding out, if that makes sense. And then post onboarding is just like what I said. After they’ve completed sixty percent of those onboarding tasks that they were assigned, now they’re in the post onboarding period. What are they doing then? What are the logins looking like in their engagement. So that’s how we defined it.

Ken: So I’d like to transition into a little bit of a conversation about unexpected findings. And I’ll share one that I got out of the report and then I’ll ask you for yours. For me, the thing that was interesting in pre-onboarding was that you could make the argument or I would make the argument anyway that you should treat that phase almost like a demand gen exercise in terms of a vendor or supplier communicating with the partner and the partner users, right? They’re still a lead at that point. They haven’t really taken any meaningful interaction yet or given any buy signals. And so you market to them pretty heavily in a way to generate demand and interest to come back and actually participate in the onboarding tasks and continue on their engagement journey. What was one of the more interesting and unexpected findings that you extrapolated from your research?

Kylinn: Yeah. I love that you pointed that out because that’s definitely that is a great way to look at it. And I think that will kind of come up again when we talk about recommendations later on. I’m sure we’ll get to that. But I think one of the coolest insights that I gleaned from the analysis was, the engagement drop off periods. And we didn’t talk so much about that in the blog, but it’s definitely a good portion of the ebook. And what I’m talking about is that there are certain periods during the post onboarding period where partner users begin to drop off and we see their engagement is lowering. Maybe they aren’t logging in as much anymore. And what’s really cool about that is when we understand when these drop offs occur, we actually can figure out when people should be intervene or when the supplier partner should be intervening, and then communicating to those users and reaching out, switching things up, doing something to then entice them to large scale clients and small scale clients. So knowing your demographic as a supplier and partner and understanding when the drop off periods can occur is really cool. So I definitely recommend to check that part of the ebook out if you haven’t already.

Ken: You’re making me think of the reengagement strategies and maybe this is a good time to tackle that. When I read the report and got to the section on reengagement, and so I’m thinking of this because you were just describing these drop off points. I thought about online shopping experiences and receiving notifications that I left something in the shopping cart or, you know, and that I hadn’t completed the purchase or maybe that I had added something to a wish list and later received a low price notification from my virtual voice assistant whose name I will not say. How can vendors sort of use those similar tactics to get dormant partners reengaged?

Kylinn: That’s a great analogy there. I love that. I don’t know if I have the best answer, but I can try. That would be such a cool thing if we could instill something like that into the channel. I feel like reengagement here. I like to think about like keeping content fresh. Maybe there’s, like, a new product that’s out or a great new campaign that they need to be aware of. Keeping things new and relevant is really important. So, you know, notifying the users when they wow. Look at this new product we have. Come do this task related to it. Maybe it’s a video. Maybe it’s a, you know, maybe there’s gamification involved. On this new onboarding task about our amazing new product, you will get a shout out or a new badge or whatever. Like, you’ll be a certain new product certified user. Whatever the case it is, I think that things new and fresh, but also intentional is really important. So like you said, being able to check-in and, you know, talk to the users about what what is actually fresh and new, and then they’ll come back, but not giving away too much, of course.

Ken: Yeah. I think I think you do a good job in the report of also encouraging vendors to be mindful of the formats that they’re putting these tasks in to make sure that they’re that they have the maximum appeal. Right? So if you find that, you know, that partners aren’t watching the videos, but they are reading white papers or data sheets or something like that, that’s helping to inform or increase their competency, and you’re getting a better response rate on those to sort of stick with those or make those the most prominent on the site.

Kylinn: Yes. Exactly. And that’s, like, really the meat of our part two, which is gonna come out soon. It’s talking about what are the most effective means for the different topics that we are, you know, interested in our partners completing onboarding around. So me, for example, training, onboarding tasks are best completed in a video format. We see the highest amount of completion rate there. So just being mindful of what are the means of the onboarding tasks that we’re having, and are those actually being completed or our partner users not engaging with them because they don’t like, let’s just say, like, reviewing a document. They don’t wanna read this lengthy paper about x y or z. They wanna do something about it. It just depends on different types of, topics. But I think that’s also a really interesting, you know, finding that we that we found in the analysis.

Ken: Okay. A lot of what we’ve just spent the last couple of minutes talking about ties into the importance of personalizing, whether it’s communication or tasks or content to support and enhance partner engagement. Is there anything else you would elaborate on there, in terms of, you know, effective strategies in that regard or have we kinda covered the topic pretty well by this point?

Kylinn: Yeah. I just still like to add that being intentional about onboarding plans is really important. Certain partner users, depending on their roles, need different things. So if you’re a sale Partner user or an administrator versus a technical support user, those all of those users are gonna need different things and be onboarded about different topics. So by creating personalized communications, personalized plans, We’re able to kinda target the users and make sure that the onboarding plans are relevant. And that may help them stay engaged and maintain high levels of engagement and completion if they are doing tasks that actually mean something to them. If they don’t, then I can see why they would, you know, not wanna participate in the partner program. So I think being intentional about this is key.

Ken: So that that kind of being mindful of, you know, sort of the user or the partner user to be more specific. I love that idea. I agree with it. It’s part of a sound segmentation strategy overall. Let’s zoom out a little bit and consider the size of the partner, or the vendor or supplier? And how does the size sort of factor into how you might engage or what strategies you might implement for improving engagement?

Kylinn: I think for large scale clients, they can just benefit from those regular updates and just trying to sustain engagement overall. They have higher engagement in general across the board. So their pre, during, and post onboarding periods and the login frequencies there are generally higher than our small scale clients. They have lower engagement from the start. So they, you know you had mentioned prior to treating them like a demand gen exercise and really nurturing them and the relationship right off the bat since they do have lower engagement from the start. And I think for small scale clients, that personalization is even more important. And always just with both of them, just continuously monitoring their engagement and reaching out during different times.

Ken: Yeah and I’d imagine a larger vendor, probably has more product lines and therefore has a requirement for more content to be put out for more educational materials, more touchpoints, the partners that they have may represent multiple product lines, whereas on the smaller scale vendors they night just have one or two products and the amount of news and information and content just doesn’t trickle out as frequently.

So all right, let’s see, there was something that we talked about a little bit earlier that I wanted to circle back to and that was gamification. And I’d love to hear your thoughts on what the role of gamification is in sort of creating dynamic and rewarding onboarding experience and the overall contribution to increase partner engagement.

Kylinn: Yeah, so gamification is integrating some of these game-like features into the tasks or the overall arching plans that we have, whether it’s something like a leaderboard or point system, maybe there’s like a badge involved for completion of a task, stuff like that can entice partner users to actually, you know, go ahead and complete the plans, not just look at it and you know make it. Maybe engagement with it maybe not. I don’t have much personal experience with a great gamified onboarding plan but I imagine it kind of looks something along the lines of what I said, if you add a completion badge or maybe some sort of reward for registering a certain amount of deals, whatever the task is, would improve completion rates and just incentivize partner users to want to engage. There’s a little boost in motivation behind it.

Ken: A little bit of carrot, a little bit of a breadcrumb trial to see what their path to success might look like and especially if it’s laid out for them, it could be really nice. I’m curious if you can get into this or not, how this partner onboarding and ongoing partner engagement and the gamification with all the vendor tools and information, how does it impact the end customer, their buying journey and their observed benefits? How does this stuff trickle all the way down to the person who’s making the buying decision. And then I want to segue into both the partner and the vendors bottom line. So let’s tie all that stuff into onboarding and engagement with partners.

Kylinn: If the end user has you know, they’ve done their due diligence, they’ve completed their nice personalized onboarding plan, they’re now empowered to go do whatever it is that they’re supposed to do in an effective way. Like, they’ve consumed the content that they need to consume whether it’s a sales user or like a technical support user to then go and do their job at the you know, as a user of the partner Which will benefit the vendor, I guess. I don’t know. What do you think?

Ken: I guess I well, yes. For me, it the reason it’s sort of important to me is that, you know, as a vendor, your partners are an extension of you and your values and your industry knowledge and expertise. And it’s hard to monitor that. And onboarding plans, I think, sort of foster this idea that, a certain level of competency is expected and required in order to provide a good experience or journey for the customers who are interested, who contact you. Right? And so I think there’s great relevance and merit to taking these onboarding plans very seriously and using them almost as a, like, a compliance tool so that you do have this sort of bare minimum of competency amongst the people who are out there trying to generate demand and drag, you know, closed won deals across the finish line. And so when that competency level is high, the end customer is gonna have a good experience. The partner is gonna take a lot more joy and pride in the selling experience and representing, you know, the vendor. They’ll be perceived by the end customer as being knowledgeable and worthy of a purchase transaction. And the vendor then takes, I think, a little bit of satisfaction in knowing that, hey, you know, the feet on the street, they’re as good, maybe even better than our direct sales team. Or is there or they’re as close as possible as, you know, as we can expect them to be. And that just provides a comforting experience for everybody involved in the loop, the vendor, the partner, and the buyer.

Kylinn: Yeah. A hundred percent. You nailed it.

Ken: Awesome. So let me look and see. I’ve got a list of questions. I guess a good question is how is Zift utilizing this data from our system to inform our recommendations to our clients in regards to partner onboarding?

Kylinn: At Zift, when we use data analysis and our proprietary data, it’s basically just to do things like this. We use these types of things to identify engagement patterns and uncover insights that we can tailor strategic recommendations, whether it’s, like, when you’re working with, you know, vendors or other people at Zift are, and we’re just trying to, you know, utilize data driven insights to kind of help provide recommendations with what we’re seeing. We’re sitting on a mountain of data, so let’s use it and not just be the ZiftONE software. Let’s be thought leaders and help our suppliers have great partner programs.

Ken: Awesome. I’ve got a kind of a fun one, at least I hope it is. I’ve always been fascinated by the instructions on a bottle of shampoo. You put it in your hands, lather it up, wash your hair, you know, wash your hair, rinse, and then repeat again. So that repeat part, to me, it’s an algorithm. Right? Or a framework or a recipe for successfully, you know, thoroughly washing your hair. Is there any chance you can break down this partner engagement into sort of a repeatable framework or motion or algorithm that just gets repeated on a regular cadence that can help sort of ensure, success or increase the likelihood of success?

Kylinn: First start somewhere. Come up with a strategic onboarding plan with tasks you feel are personalized towards different segmentations as you put it or user roles. And then just monitor. See how the completion rates are going. Are partners tending to engage more after they complete? Are users completing the partner onboarding tasks? If not, then we need to reevaluate. We need to think about, okay, let’s say we have a video task and a document. All the users completed the video task, none of them completed the document. Great, so now we’re gonna reframe our onboarding plans and we’re gonna push more video content. Once you start with an intentional segmented onboarding plan for your different users, then monitor, and I think the last part is reach out on a certain cadence, whether it’s every quarter, every month, or whatever, as long as it’s regularly.

And support and engage with the users to try and entice them to come back and complete and ask them, is this working for you? Why are you not completing them? What do you want to see? I think there’s something wrong, or something right. Asking for feedback is a great tool.

Ken: And in my day-to-day dealings with customers and partners, what seems to often be missing is that returning back to see what happened, like that analysis part, and then making a change based on data. Everybody talks about the importance about, you known, data-driven decision-making but I don’t see it put into practice as much as I would think or would hope for. And you mentioned some of the things like does a particular task not get completed by a larger audience? But it might also be sort of a category or a bucket of types of activities, right? So it might be something like are they not completing the basic things like the pre-onboarding things of setting up their profiles, adding colleagues, and stuff like that, are they falling off during that phase? Are they falling off during demand gen phase? Are they falling off during the sales motion phase? Like where is it that they’re falling short? And if you can identify those things, like kicking into high gear and target that audience that fell off there with one of those strategies like we talked about earlier that you, hey, you abandoned the shopping cart during the competency phase. You know, this is critical, finish this up and you’ll be ready to start generating demand and dragging closed won deals across the finish line. So perfect. I love it. So I think we’re probably at a good point to wrap up. So I’ll leave you with one last question. Can you by any chance give us a sneak peek into what we’re going to expect from part two? I know you mentioned that there was another ebook coming out. We’d love to know what we can expect when that gets published.

Kylinn: Yes. We talked a little bit about it already, the meat of part two is delving deeper into those onboarding tasks and completion rates. So we talk about, effective onboarding task topics and the means that they’re being completed. So it just kinda contributes to, our overall knowledge about the onboarding journey and what’s working, what’s not working. So I would say stay tuned for more insights and helpful little strategies there to just elevate partner engagement efforts. And, yeah, thanks for talking with me today.

Ken: I love it. You did a great job. We’re so grateful to have you on the team. I think everybody in the company can vouch for how much we learned from you and the things that you’ve shared with us, since you’ve been at the company. Hats off. Thank you.

Stay tuned for Part Two of our series for more advanced insights and strategies!

Helpful Links:

Ebook: Partner Onboarding Insights Part One

Blog: Partner Onboarding 101

Download: Partner Onboarding Checklist

Blog: 10 Best Practices for Channel Partner Onboarding

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Zift Solutions Reinforces Its Leadership in G2’s Spring 2024 Rankings with Leading-Edge Security and AI Capabilities

Kate Slomkowski — Thu, 25 Apr 2024 14:27:03 +0000

Zift Solutions Continues to Redefine Industry Standards with Advanced Security and AI Innovation

New York, April 25, 2024 – Zift Solutions, a leader in Partner Relationship Management (PRM) and Through-Channel Marketing Automation (TCMA) software, proudly announces its continued leadership in G2’s Spring 2024 reports, securing top ranks in both the Through-Channel Marketing and Partner Management categories. This recognition underscores Zift’s pivotal role in shaping the future of channel partnerships with advanced security features and groundbreaking AI innovations.

Unwavering Commitment to Security and AI Innovation

“Zift Solutions has always been dedicated to providing the most secure platform available, ensuring that our clients operate within a protected environment while leveraging the latest technological advancements,” said Lionel Farr, founder and CTO of Zift Solutions. “With the introduction of the ZiftONE AI Assistant — the industry’s first generative AI tool tailored for channel management — we continue to uphold our long-standing commitment to security and AI innovation, setting new standards in the industry.”

Setting the Standard for Excellence in Partner Relationship Software (PRM)

With this latest report, Zift Solutions continues to maintain its position as an industry leader, setting benchmarks in both Through-Channel Marketing and Partner Management software. Recognized for its intuitive interface, scalability, and exceptional support, Zift stands out as the preferred choice for startups, hyper-growth companies, and industry giants alike. This recognition not only reaffirms Zift’s excellence but also emphasizes its pivotal role in driving customer success across various market segments.

Prioritizing Customer Success and Business Outcomes in Channel

“In addition to delivering the best technology, Zift Solutions prioritizes unparalleled customer success,” emphasized Cosmo Mariano, Chief Customer Officer at Zift Solutions. “We’re dedicated to providing personalized support and tailored guidance, empowering businesses to thrive in competitive markets. Zift Solutions distinguishes itself through its unwavering commitment to customer care, ensuring businesses have the resources necessary to excel.”

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Check our ZiftOne’s G2 product page to learn more about why our customers love Zift

Ready to learn more about how Zift Solutions can elevate your ecosystem management? Set up a call with a channel expert today!

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Zift Solutions at Channel Focus Virtual 2024

Kate Slomkowski — Thu, 11 Apr 2024 14:24:40 +0000

We are proud Platinum sponsor of Channel Focus Virtual 2024, April 17-18! If you haven’t registered for the event, you can get a discounted rate using code: FriendOfZiftSolutions.

Unlike pre-recorded events, Channel Focus Virtual offers a dynamic experience with live sessions, Q&A sessions, and one-on-one interactions. Emulating the renowned workshop format, participants engage in real-time discussions, ensuring true interaction and value for attendees. While it can’t fully replace the in-person experience, the virtual event aims to deliver cutting-edge strategies interactively, ensuring attendees stay ahead of the curve in channel success.

10 Reasons to attend Channel Focus Virtual 2024:

World-Class Expertise: Access the latest channel insights and practical sessions from industry leaders, ensuring you leave with actionable strategies for channel success.
Cost-Effective Learning: Gain invaluable knowledge from others’ experiences, saving you time and money by avoiding common pitfalls and discovering what truly works.
Top-notch Speakers: Immerse yourself in sessions led by over 40 renowned channel figures, offering cutting-edge strategic thinking, best practices, and actionable programs.
Tailored Agenda: Customize your learning journey with keynotes, tracks, workshops, and sessions, ensuring a unique and relevant experience aligned with your goals.
Practical Solutions: Learn directly from real-world case studies and how-to presentations, equipping you with actionable insights to enhance channel revenue and profitability.
Interactive Workshops: Engage in small group discussions to address your specific questions and exchange practical ideas with peers, fostering invaluable networking opportunities.
Networking Galore: Connect with fellow attendees during breaks and virtual meetups, establishing meaningful relationships that extend beyond the conference.
Authentic Peer Sharing: Enjoy a closed forum environment with seasoned industry executives, facilitating honest and practical idea exchanges devoid of press presence.
Access to Leading Providers: Gain exclusive access to world-class channel solution providers, addressing your critical priorities and unlocking new partnership opportunities.
Content Excellence: Benefit from content curated by a senior advisory board of channel experts, ensuring relevance to current and future channel trends.

Don’t miss out on this unparalleled opportunity to elevate your channel strategy and drive business growth! Join us at Channel Focus Virtual 2024. Register now!

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Celebrating Excellence: Alex Connell Wins Internet 2.0 Conference Outstanding Leadership Award

Kate Slomkowski — Fri, 22 Mar 2024 09:00:06 +0000

Zift Solutions Proudly Announces Alex Connell’s Internet 2.0 Conference Leadership Award

Recognizing Exceptional Leadership in the Tech Sector

Zift Solutions is thrilled to announce that Alexander Connell, Vice President of Professional Services, has been honored with the prestigious Internet 2.0 Conference Outstanding Leadership Award. With over 26 years of experience in the IT industry, Alex brings unparalleled expertise to his role at Zift Solutions. His comprehensive knowledge spans company management, project delivery, team leadership, and technical implementation, making him a driving force behind our success.

As Vice President of Professional Services, Alex oversees our service delivery teams and training initiatives. His leadership extends globally, with extensive experience in Europe, the Middle East, and Asia. This diverse perspective enriches our approach, ensuring that Zift Solutions meets the unique needs of clients worldwide.

Alex’s dedication to excellence is evident in everything he does. He is committed to driving business success and exceeding customer expectations, making him a true asset to Zift Solutions. His passion for innovation and continuous improvement has propelled our Professional Services department to new heights.

“I am truly honored to receive this prestigious award,” Alex said. “It is a testament to the hard work and dedication of our team at Zift Solutions. I am privileged to be part of an organization that values innovation and embraces positive change.”

Alexander Connell accepts the Outstanding Leadership Award at the Internet 2.0 Conference. Photo credit: Internet 2.0 Conference

Zift Solutions: Empowering Channel Success

Zift Solutions, founded in 2006, is a global leader in channel success. Our comprehensive cloud-based solutions for channel marketing, sales, and operations empower thousands of leading companies worldwide. Beyond software, we provide strategic guidance, seamless integration, and flexible service options to support partners across the globe.

Congratulations, Alex!

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Zift Solutions at Channel Partners Conference & Expo 2024

Kate Slomkowski — Wed, 21 Feb 2024 09:30:13 +0000

Join Us at CPEXPO 2024

For over 25 years, the Channel Partners Conference and Expo has been the go-to event for channel professionals, uniting industry leaders, technology advisors, MSPs, and cloud providers to collaborate, innovate, and elevate the channel to new heights. Zift Solutions is thrilled to be a sponsor, and we’ll be sending a delegation of our top channel experts. If you’re still undecided about attending this year, here are some compelling reasons to consider:

Unparalleled learning opportunities: 150+ keynotes and conference sessions led by visionaries and experts in the channel, providing insights that can transform your business.
Expo Hall: A 3-day expo hall featuring a record-breaking number of players in the ICT space, showcasing top solutions and the latest trends.
MSP Summit: Two days of content focused entirely on managed services, offering valuable perspectives on scaling and growing your business.
Networking extravaganza: Connect with industry leaders at events like The Channel United Party @ Brooklyn Bowl, Expo Hall Opening Reception, Expo Hall Pub Crawl, ACWConnect Live!, and more.

As proud sponsors of The Channel United Party on March 11th at the Brooklyn Bowl, we’d like to extent a warm invitation for you to join us for an unforgettable evening of networking, collaboration, and celebration!

How to Connect with Us at the Event:

To make the most of your #CPExpo experience, schedule a meeting with a member of the Zift delegation: Click here to schedule time with the Zift delegation at CPEXPO.

We can’t wait to network with you in Las Vegas in just a few short weeks!

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Helpful Links:

Learn about how Zift Solutions is making strides in incorporating generative AI into PRM by checking out our latest feature release.

Want to talk to a channel expert about how ZiftONE can help your channel program? Schedule a demo here.

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Zift Solutions Launch Industry-First AI Solution for Partner Relationship Management

Kate Slomkowski — Tue, 06 Feb 2024 16:54:44 +0000

ZiftONE AI Assistant is a virtual concierge facilitating enhanced partner portal experiences and improved channel management productivity.

CARY, N.C. – February 6, 2024 – Zift Solutions, the leading Partner Relationship Management (PRM) and Through-Channel Marketing Automation (TCMA) platform, today announced ZiftONE AI Assistant, the industry’s first generative AI solution designed to assist partners with content discovery and guidance for an enhanced partner portal experience that boosts productivity, giving suppliers a competitive edge.

Effective channel management is time and labor-intensive as manufacturers and solution providers often support hundreds or thousands of partners with marketing, onboarding, training, lead generation, and deal-closing support. Many organizations manage their partner programs with inadequate, homegrown, or highly manual, resource-intensive processes, including spreadsheets, emails, and offline engagements, making it difficult for organizations to grow and scale their indirect channels.

The ZiftONE AI Assistant is the first solution to address the industry-wide struggle of resource constraints. By leveraging AI to create a virtual channel account manager, it assists partners in discovering the right content for their needs and guides them on the next best action for any task they are undertaking. This innovation will enhance overall productivity, enabling our customers to accomplish more with fewer resources and better serve their partner programs.

“Our customers want to maximize their indirect sales opportunities and do so with limited resources,” said Lionel Farr, founder/CTO of Zift Solutions. “Our investment in leveraging AI technology to cost-effectively support all partners, whether new or existing, underperforming or over-performing, through intelligent task automation, constructive conversation, and content automation, will better serve their overall partner ecosystem and help them grow faster and increase margins.”

ZiftONE AI Assistant will become available in March as a new feature on the ZiftONE platform, the all-in-one channel management solution for managing partner marketing activities, onboarding, training, and performance tracking all in one place.

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Looking for more information on ZiftONE AI? Click here!

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How Building Materials Companies can Maximize the ROI of their Marketing Programs

Kate Slomkowski — Fri, 15 Sep 2023 13:32:57 +0000

In the building materials industry, marketing is critical for generating brand awareness, leads and sales. But it can be difficult to do it effectively, and many manufacturers don’t get the kind of return-on-investment (ROI) they’d like to see. So they simply assume their marketing “doesn’t work,” and they chase trendy new tactics.

Only to find out those don’t work, either.

In marketing, success comes from discipline and consistency. With the right marketing strategies, building materials companies can skyrocket their ROI, reaching their ideal customers and generating sales leads. And when they use their network of channel partners effectively, they can further compound that ROI.

In this article, we will explore the key components of a successful marketing program for building materials companies and how they can use them to their fullest effect. We’ll also provide insights for how they can involve their channel partners in their marketing programs, unlocking their full potential to maximize ROI.

Attract and Engage Potential Customers with Content Marketing

Content marketing was made for the building materials industry. That’s because most building products are “high consideration” purchases. Whether it’s commercial or residential construction, the products will be in place for a long time. Customers – whether they are contractors, architects, builders or even consumers – want to know as much as they can about the products they buy.

Content marketing is a powerful tool for building materials companies to educate, inform and engage potential customers. By creating valuable and informative content, companies can position themselves as industry experts and build trust with their audience.

There are endless types of content building materials companies can use. Blog articles, white papers, case studies, installation videos, and how-to guides are just a few. The right mix depends on the specific needs and pain points of the manufacturer’s target customers.

The keys to success are patience and consistency. Content marketing is a long-term strategy. To maximize ROI, building materials manufacturers should understand that it can take months for a program to generate results, and that consistently staying in front of customers will have a cumulative effect on their results.

How to Involve Channel Partners in Content Marketing

A manufacturer’s channel network provides an opportunity to amplify their content marketing efforts. By providing blog posts, white papers, and other content through their channel management portal, manufacturers can give distributors the opportunity to customize the content for their specific markets. This allows them to be positioned as experts and trusted advisors, as well as the manufacturer.

Nurture Leads with Email Marketing

Although it’s been around for over 30 years, email marketing continues to be one of the most effective ways to nurture leads and turn them into loyal customers. Through personalized and targeted email campaigns, companies can stay top-of-mind with potential customers and provide them with valuable information.

The key to maximizing ROI of email is to provide immediate value. Remember, people often receive hundreds of emails every day, so building materials manufacturers must give recipients a reason to open emails, read them, and take action.

Emails should focus on a key customer pain point first, then position a product or service as the solution. They should also be segmented according to where the recipient is on the customer journey, gradually nurturing them from initial awareness to purchase consideration. This will be different for every product category, so understanding the customer journey is critical.

How to Involve Channel Partners in Email Marketing

Using a channel management portal, building materials manufacturers can work with distributors to develop email lists segmented by geography, customer type, and other factors. This allows them to create highly targeted emails that provide greater value to the customers. They can also provide customizable email templates so channel partners can create their own email campaigns, creating more touch points with the customers.

Connect with Customers with Social Media

Almost every manufacturer has a social media presence, but not everyone does it well. Social media is an effective way to create connections, brand awareness, and trust with customers, but manufacturers should craft their social media strategy carefully.

This starts with understanding their audience and determining the platform(s) where they spend their time. Selecting the right platforms also depends on the nature of the products the manufacturers offer. LinkedIn, for example, provides an excellent opportunity to engage with builders, contractors and architects with content that helps them run their businesses. Instagram, however, works well for manufacturers who offer more “photogenic,” design-oriented products.

While providing compelling content is important, many manufacturers overlook the importance of engaging with their customers on social media. By responding to comments and engaging in conversations, companies can build relationships with potential customers and create a sense of community. This fosters trust and loyalty, increasing the chances of converting leads into customers.

How to Involve Channel Partners in Social Media

Many building materials distributors and contractors don’t have the staff or know-how to use social media effectively. Manufacturers can help by providing assets, such as photos and videos, through their channel management portals. They can also offer social media training webinars and customizable social media posts to make it easier for channel partners to run their social media effectively.

Discipline, Measurement and Channel Involvement

Marketing is an exciting field because there are so many possibilities and opportunities to be creative. Taking an experimental approach, building materials companies can set themselves apart from the competition, creating brand awareness and sales opportunities in the process.

However, it’s important to be balanced. Whether they are using content, email, social media, or any other marketing strategy, building materials companies should be disciplined and consistent, continually measuring and adjusting to find what works and maximize their ROI.

And most importantly, they should involve their channel partners as much as possible. They are the ones who interact most with the customers, so it’s critical that they are integrated into their marketing strategies.

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Want to learn more about how ZiftONE can streamline your dealer/distributor program? Check out our Building Material Manufacturers page.

The post How Building Materials Companies can Maximize the ROI of their Marketing Programs appeared first on Zift Solutions.

5 Keys for Building Materials Manufacturers to Build Partnerships and Maximize Sales

Kate Slomkowski — Fri, 01 Sep 2023 08:00:58 +0000

Maximizing Sales Through Distributors

In order to be successful in the building materials industry, manufacturers need more than great products that solve problems or wow homeowners. They need distributors who can effectively market and sell those products. To maximize the sales potential through that channel, the manufacturer-distributor relationship cannot be purely transactional.

It must be a strategic partnership built on trust and mutual success. Building those relationships requires careful planning, open communication, and a deep understanding of the distributor’s needs and goals.

In this article, we will provide the 5 keys to maximizing sales through distributors.

Why is the manufacturer-distributor relationship important?

For most building materials manufacturers, it’s not an option to exclusively sell direct to consumers or through big box retailers. And it’s not an option at all for commercial construction materials. They need distributors to sell to the contractors and installers who are the primary purchasers of the products.

Distributors act as intermediaries between manufacturers and end-users, ensuring that the products reach the right markets and customers. They promote and sell their products, and the more support they get from manufacturers, the more effective they are at selling them.

This means manufacturers should be more than a supplier. They need to be a partner. That means building long-term relationships based on trust, collaboration, and mutual success. This partnership approach brings numerous benefits for both manufacturers and distributors.

For manufacturers, becoming a valued partner means access to a wider customer base, increased brand visibility, and improved market penetration. It also allows manufacturers to leverage the expertise and market knowledge of distributors, enabling them to tailor their products and marketing strategies to specific markets.

Distributors also benefit from this relationship by gaining access to high-quality products, technical support, and marketing materials that can help them differentiate themselves in the market. Additionally, they can benefit from co-marketing initiatives and joint promotions, which can boost their sales and strengthen their position in the industry.

5 Keys to strong manufacturer-distributor partnerships

This kind of partnership doesn’t happen by itself. It requires intentionality and commitment by the manufacturer to build the relationship. Here are the five keys to building strong manufacturer-distributor partnerships to maximize sales.

🔑 Clear Objectives and Expectations

First, manufacturers need to establish clear objectives and expectations with their distributors. This will help them (and the distributors) align their goals and define how they will measure success. Typically these objectives and expectations include sales targets, market share goals, and other relevant metrics.

By establishing clear objectives, manufacturers can provide a roadmap for their distributors and themselves. It also provides a yardstick for evaluating the effectiveness of the partnership so that necessary adjustments can be made along the way.

🔑 Effective Communication

After establishing expectations, communication is the most important aspect to the manufacturer-distributor relationship. Manufacturers should establish regular communication channels to keep distributors informed about product updates, promotions, and any changes that may impact the partnership.

Regular meetings, both in-person with field sales representatives and virtually with company leadership, provides a platform for discussing strategies, sharing insights, gaining feedback and addressing concerns. Feedback is especially important, as distributors often have valuable insights based on customer interactions.

A channel management portal makes it easy for manufacturers to stay in touch with their distributor networks. Manufacturers can send mass emails, direct messages, share materials and articles, and solicit feedback using one simple tool.

Informal interactions, such as social events, industry conferences, and networking opportunities, also go a long way in building personal connections and strengthening the partnership.

🔑 Value-Added Services

Manufacturers should strive to provide value-added services to distributors. This usually takes the form of technical support, training programs, and marketing assistance offered through the channel management portal.

Technical support can include product training, installation guidance, and troubleshooting assistance. These kinds of services equip distributors with the knowledge and skills they need to sell and support the products, while also enhancing their credibility in the eyes of their customers.

Marketing assistance can involve providing customized marketing materials, co-branding initiatives, and joint promotional campaigns. Manufacturers can collaborate with distributors to create targeted marketing strategies that resonate with the local market. This not only helps in increasing product visibility but also strengthens the relationship between manufacturers and distributors.

🔑 Customized Marketing Materials

In the construction industry, geographic markets are different from one another in many ways. To help distributors in those markets, manufacturers should develop customized marketing materials that cater to their specific needs and preferences, and the dynamics of their customers and marketplace.

Whether it’s brochures, product catalogs, videos, digital assets, or other marketing tools, the materials should connect the selling points of the products to the unique pain points of the target customers. Manufacturers can work closely with distributors to understand their target audience and create marketing collateral that resonates with them.

By providing distributors with tailored marketing materials using the channel management portal, manufacturers enable them to effectively promote the products and differentiate themselves in the market. This not only boosts sales but also strengthens the overall brand image and reputation.

🔑 Training and Support

Finally, comprehensive training and ongoing support are vital for maximizing sales through distributors. This can cover the manufacturer’s products, but it can also help distributors elevate their own skills.

Using their channel management portal, manufacturers can offer training on sales techniques, objection handling, and customer relationship management. In addition to training, manufacturers should provide ongoing support to distributors, including regular visits to distributor locations, joint sales calls, and customer support.

By investing in distributor training and support, manufacturers empower distributors to become product experts and brand ambassadors. This leads to increased customer confidence, higher sales conversion rates, and improved customer satisfaction.

A Channel Management Portal is essential to building distributor partnerships

In summary, achieving sales success in the building materials industry hinges on forming effective manufacturer-distributor partnerships. These partnerships go beyond transactions and rely on clear goals, open communication, and value-added support. By tailoring marketing materials, offering comprehensive training, and utilizing a channel management portal, manufacturers can empower distributors as effective brand representatives. The evolving industry landscape underscores the importance of these collaborations, with the channel management portal playing a pivotal role in fostering connections, enhancing sales, and driving industry progress. Embracing these strategies can lead to shared growth and enduring success.

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Want to learn more about how ZiftONE can streamline your dealer/distributor program? Check out our Building Material Manufacturers page.

The post 5 Keys for Building Materials Manufacturers to Build Partnerships and Maximize Sales appeared first on Zift Solutions.

Zift Solutions Appoints Industry Leader Kris Blackmon as Head of Channel Communities

Kate Slomkowski — Fri, 25 Aug 2023 13:00:34 +0000

CARY, N.C. – August 25, 2023 – Zift Solutions, a leading provider of Partner Relationship Management (PRM) and Through-Channel Marketing Automation (TCMA) software, today announced the appointment of Kris Blackmon as the company’s first-ever Head of Channel Communities. In this role, Blackmon will focus on building a strong infrastructure, including strategic content and educational programs, to ensure the success of the ecosystem of vendors and providers that make up the Zift community.

“Kris is a recognized and seasoned channel leader and a great addition to our team,” said Heather Ball, vice president of marketing, Zift Solutions. “Her combination of skills, experience and passion for innovating, growing and maximizing the channel aligns with our organizational mission and values, supporting our growth as we strive to deliver maximum value and impact to our customers and partners.”

Blackmon brings more than a decade of channel experience in content, marketing, research, events, go-to-market strategies and community building. Most recently, she served as chief channel officer at industry consultancy JS Group (JSG). Prior to JSG, Kris ran content strategy at Informa, where she programmed content for Channel Partners events, formed content strategy for the media site Channel Futures and built the MSP 501 program and community. She is a member of CompTIA’s Channel Development Advisory Council, advising and providing insight in all matters relating to the indirect technology market alongside some of the industry’s most influential leaders across hardware, software, services, distributors, telecommunications and technology providers.

“JS Group has a strong partnership with Zift, one that has been critical to the growth of both organizations over the years,” said Janet Schijns, CEO of JS Group. “I couldn’t be happier to see Kris join Zift, adding her strengths to their team. We look forward to continuing to work with her as she tackles this new role, confident that she will continue as an innovator and channel champion.”

In addition to her channel industry experience, Blackmon is a fervent advocate of DEI and sits on the Board of the Xposure Inclusion and Diversity Council. She is a member of the Alliance of Channel Women, a recipient of the ACW LEAD award and was honored with CompTIA’s Advancing Diversity in Technology Leadership Spotlight Award in 2022.

“I’ve been lucky enough to have a diverse career in the channel, building a network of strong relationships in an industry I love,” said Blackmon. “Zift’s commitment to helping both customers and the channel as a whole evolve to succeed in such a diverse channel ecosystem is inspiring, and I’m excited to work alongside a team of thought leaders as we build a community that drives sustained growth and success.”

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3 Channel Marketing Mistakes Building Material Manufacturing Companies Make and How to Avoid Them

Kate Slomkowski — Mon, 14 Aug 2023 13:25:42 +0000

You have a good product, but your sales aren’t growing. You are calling on the right people in the marketplace, having designed your product to meet the needs of the end users as well as contractors, but you’re just not getting any traction. This is the nightmare scenario for any manufacturer in the residential and commercial building materials industry.

What’s going wrong? It could be that your channel marketing strategy isn’t well thought-out.

For manufacturers in the residential and commercial building materials categories, having a well-thought-out channel marketing strategy is a must. It allows manufacturers to align their products with their dealers, distributors and customers, as well as leverage the sales opportunities offered by multiple channels. In essence, a channel marketing strategy is absolutely necessary to maximizing and sustaining sales growth.

But it can be challenging. There are many common mistakes and pitfalls companies make that undermine their channel marketing efforts. In making these mistakes, companies may learn the wrong lessons, thinking their strategies “just don’t work,” when in fact some fairly simple corrections would generate the desired results.

In this article, we’ll explore three common channel marketing mistakes that building materials companies often make. More importantly, we’ll provide practical, actionable tips on how you can avoid them, so you can optimize your marketing efforts and maximize the effectiveness of your channel.

Mistake #1: Poor communication with dealers

Communication is the foundation of any partnership, and the relationship between a manufacturer and its dealer network is no exception. The biggest mistake companies can make is communicating poorly (or not at all) with their partners. Your dealers are essential to your success, and it’s crucial to establish a solid relationship with them to ensure that your marketing efforts are aligned and effective.

Poor communication can lead to misunderstandings and missed opportunities. If your dealers don’t understand your marketing strategy or your goals, they will not be able to effectively promote your products to their customers. At best, they will take matters into their own hands and promote your products how they see fit.

At worst, they won’t promote your products at all.

How to avoid it

To avoid this mistake, you need to establish regular communication channels with your dealers. This could include regular meetings or conference calls, emails and newsletters, webinars, and videos. This will help you make sure you’re providing them with the resources they need to effectively promote your products, such as marketing materials, product information, and training.

A dealer management portal is an invaluable tool for maintaining open communication with your channel. It makes it easy to push out messages and provide the materials and information your dealers need.

Mistake #2: Ignoring the needs of dealers

The second mistake we see building material manufacturing companies make is to ignore the needs of their dealers. Partnership is a two-way street, and it’s essential for companies to understand the needs and concerns of their network to ensure that they’re working together effectively.

An example of this is to know the resources and support a distributor needs to promote and sell the manufacturer’s products. When companies see partners struggling, they are better prepared to make adjustments to get them the tools and support they require. This in turn can also help companies improve their marketing strategies and increase sales, because they are in tune with what their channel partners need to execute their marketing plans.

How to avoid it

Avoiding this mistake is simple, but it takes time and effort, and it goes back to maintaining open lines of communication. You may want to conduct surveys or focus groups to gather feedback on your marketing strategy and the resources you’re providing. Another approach is to train your sales teams to talk to partners and actively listen to their feedback.

That will allow you to use your dealer management portal to quickly and effectively provide the training, materials and tools your partners need.

Mistake #3: Lack of training for dealers

The more you understand your partners’ needs, the better you are able to give them the knowledge and skills they need to be successful. Your dealers need to have a deep understanding of your products, your marketing strategy, and your target audience to effectively promote your products.

Too many building materials companies make the mistake of neglecting dealer training. This can lead to a lack of understanding of their products, their brand messaging, and their marketing strategy. That leads to confused customers, poor sales and missed opportunities.

How to avoid it

Invest in training. This may include providing online training resources through your portal, hosting in-person training sessions, or even offering certification programs. Make sure that your training materials are comprehensive, up-to-date, and easy to understand.

Communication leads to effective channel marketing

Building materials is an intense, competitive landscape. One of the best ways companies can stay ahead is to have an effective marketing program run through a robust dealer network.

Navigating the complex landscape of the building material market can be challenging, and even the smallest mistakes can have a significant impact on your success. However, these mistakes are almost always correctable. By communicating with your network, and using a portal to provide the information and resources your partners need, you can have a channel marketing program that’s the envy of your category.

Want to learn more about how ZiftONE can streamline your dealer/distributor program? Check out our Building Material Manufacturers page.

The post 3 Channel Marketing Mistakes Building Material Manufacturing Companies Make and How to Avoid Them appeared first on Zift Solutions.

The Impact of Digital Distribution on Building Materials

Kate Slomkowski — Fri, 11 Aug 2023 13:58:31 +0000

The building materials sector is currently experiencing a substantial transformation due to the digital revolution. This shift is a response to economic fluctuations, generational shifts, and heightened competitive pressures, prompting the industry to leverage digital tools for increased resilience and growth.

In-Depth Analysis: Anthony D’Angelo provides a thorough examination of the intricate relationship between digital transformation and building materials distribution. Delve into the strategies, challenges, and successes that are molding the trajectory of the industry.

Access the complete article published in Hub & Spoke: Read the full article here

Learn more about how ZiftONE and how it can help your building material manufacturing business drive revenue and stay competitive!

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Breaking Ground: Launching Disruptive Products in the Building Material Manufacturing Industry

Kate Slomkowski — Thu, 27 Jul 2023 17:36:23 +0000

Creating a truly innovative, disruptive product is the Holy Grail for any company, and building material manufacturing companies are no exception. However, certain dynamics in the construction industry make marketing and selling innovative products difficult.

You can overcome these difficulties and successfully introduce your game-changing product to the marketplace using a dealer management solution (commonly referred to as a partner relationship management platform or PRM). And not just introduce it, but ensure its long-term success.

You just need to make sure your dealers and distributors are aligned with what you’re trying to do. In this article, we’ll look at some ways you equip your network to support your product launch.

But first, it helps to understand why the building industry is so challenging for disruptors to launch innovative products.

Why disruptive products are a challenge to market and sell

The business of building homes and commercial buildings is different than other industries, because the “product” builders and contractors create is so expensive, has to perform well, and has to last a long time.

That changes the calculus for the end users, whether they are homeowners or commercial facility owners. As a result, it changes the calculus for the builders, contractors and installers who buy your products.

The building industry in general is risk-averse. Builders want products they know will work, or at least products that won’t get them in trouble because they’re widely accepted. They may like the idea of new, innovative products, but they don’t want to be the guinea pigs.

In addition, many of the key decision-makers in building, especially contractors, are getting older. Having been in the business for so long, they are used to certain brands, products and processes. Few people like change, especially those who are approaching retirement.

Finally, there is a lot of noise in the building materials industry. Customers are bombarded with messages about new products and innovative processes. It’s tough for brands to stand out unless they have big budgets behind their product launches.

While there are definitely headwinds facing companies that endeavor to introduce disruptive products to the market, that’s not to say it can’t be done. After all, we’d still be in the stone ages if innovations didn’t find their way into the mainstream.

How to use your dealer management platform to introduce innovative products

Aside from spending big ad dollars, one of the best and most efficient approaches to building materials marketing is through your dealer and distributor channel. Your partners are a critical resource, because they have the ear of your customers.

Here are three approaches you can use to make sure your new product is successful.

1. Educate Your Customers

With a new product, process or technology, there will likely be a learning curve. Customers need to fully understand your product before they will adopt it.

Dealers can play a key role here, because they can provide a personal touch to making sure your customers are educated about your product. You should provide them with the tools and knowledge they need so they know your product inside-out and can speak about it with confidence.

2. Focus on the Problem, Not the Product

Innovations are created to solve a problem. In your marketing and channel communication, focus your messaging on that problem first.

If your customers are experiencing that problem, they will be receptive to any ideas that will help them solve it, thus making their lives easier. Most people don’t really care about what makes products innovative. They care about how it affects them.

3. Take Away the Fear of the New

As we mentioned above, customers in the construction industry are hesitant to try new things. They like tried-and-true.

For that reason, your messaging and education should typically downplay the idea that your product has never been seen before. If there is an aspect of your product that is proven – a material or a familiar technology – that’s a good starting point for your marketing message. Otherwise, be careful about using any messaging that states your product is new or disruptive.

Your Dealer Portal is Your Secret Weapon

For building materials suppliers, your dealers and distributors will be the most efficient and effective way to get your message through to your customers. Builders and contractors trust your dealers, and that’s to your advantage.

A SaaS Partner Management Solution (PRM), such as Zift Solutions, provides an efficient and effective way to get your channel partners aligned with your product launch. You can easily provide them with the right messaging, materials and tools to make sure they are communicating effectively with your customers.

Launching a completely new product is never easy, and it’s rare for them to get widespread adoption overnight. But working closely with your dealers and distributors to educate your customers, show how you solve their problems, and take away their fear of the new can make your launch go smoothly.

The post Breaking Ground: Launching Disruptive Products in the Building Material Manufacturing Industry appeared first on Zift Solutions.

Constructing Customer Loyalty: Build a Strong Foundation with Your Dealer Management Solution

Kate Slomkowski — Tue, 18 Jul 2023 15:07:54 +0000

In the building materials industry, the best kind of customer is a smart customer. Whether they are builders, contractors, installers, technicians, or even homeowners, smart customers know what they need, why your product fits their needs, they’re willing to pay for it, and they’re more likely to be loyal to your brand.

Educating your customers is one of the best ways to impact your sales, and your building materials channel partners can play a key role in this strategy. After all, they are the ones who work with your customers directly, and they can reach far more people every day than you can.

Most importantly, pursuing a strategy of educating your customers can result in increased brand preference and trust among your customers, because they will view you as thought leaders and industry experts. They will also view your channel partners in that same light, creating more loyalty among that critical audience.

Using a SaaS channel management solution makes it easier for you to leverage your channel network as a way to carry your education message to your customers.

What should you teach your customers with your dealer management portal?

What you need to teach your customers will depend almost entirely on your product category and your value proposition. However, there are a few general topics that will always be interesting to customers.

Your product installation and application

If you offer a building materials product that requires some sort of installation, customers will always be interested in how to install it or when and where to use it. That’s particularly true if you have a new, category-changing product, when proper installation affects performance, warranty, and ultimate customer satisfaction.

If your customers are in the skilled trades, education is also critical. Plumbers, electricians, HVAC technicians, carpenters and other trades constantly need to train new employees. If you and your partners can be a resource for that training, that helps build awareness and loyalty for your brand.

Industry trends and changes

Residential and commercial construction is complicated. Building requirements, codes, technology and methods are always changing, so customers will constantly be hungry for new, up-to-date information.

You likely have experts within your organization whose knowledge can help your customers stay up to date. Your engineers, compliance experts, customer service, and even sales and marketing teams can offer insights and information your customers can use.

Safety

This is a nearly universal concern in building and construction. Contractors, installers, and homeowners all have a vested interest in preventing accidents by ensuring proper use and installation of building materials.

When you offer safety education to your customers, you not only help prevent liability claims, you also show your genuine concern for people’s wellbeing.

How to use your dealer management portal to educate customers

Your SaaS channel management portal is an ideal tool for providing educational content through your channel. In addition, it helps you make your channel partners more effective educators themselves, helping you reach a broader audience.

Here are some strategies for leveraging this group to educate customers.

Train the trainers

Your channel partners’ sales and customer support personnel are constantly in the field, and they never know when the opportunity to educate customers – formally or informally – will present itself.

By providing ongoing training to your network through self-guided training modules, manuals or videos, you can help ensure that they’re always ready to share knowledge with the customers.

Co-branded webinars

Webinars are an effective training tool, because they’re easy for customers to use and can reach a virtually unlimited audience.

You can use your channel management portal to coordinate and develop webinars that carry both your brands, and feature subject matter experts from both entities. This is a great way to provide rich, detailed content that customers can use, while creating brand awareness and loyalty for your brand and for the companies in your network.

Training materials library

Some channel partners will have the opportunity to provide advanced, in-person training to contractors, trade school students, consumers, and other customer segments. To facilitate these opportunities, you can use your channel management portal to provide curricula, manuals, handouts, Power Point presentations and course scripts to your partners.

You can also provide digital tools, such as how-to videos, blog posts and e-books for your partner network to customize, offer on their websites or use in online education settings.

Use your dealer management portal to educate your customers

Education is one of the most under-rated forms of marketing. It provides valuable information that customers can use to make better, more informed decisions about the products they use and how they use them. It’s also an effective way to promote and sell your products to customers in a way that feels more natural and helpful, instead of aggressive and pushy.

Your channel partners are a huge resource you can leverage to reach your customers directly, individually, and at scale. And the best way to leverage that resource is through your channel management portal.

Learn more about how ZiftONE and how it can help your building material manufacturing business drive revenue and stay competitive!

The post Constructing Customer Loyalty: Build a Strong Foundation with Your Dealer Management Solution appeared first on Zift Solutions.

Personalizing Dealer Portals for Building Material Manufacturers

Kate Slomkowski — Tue, 11 Jul 2023 13:26:15 +0000

Your building materials partners’ sales people are, in a very real sense, the face of your brand. They’re the first, and sometimes only people your end customers interact with when purchasing your products. Their loyalty is critical.

Ensuring the channel content you provide on your dealer portal helps them do their jobs better, and ultimately will result in better sales. Here’s why.

Saves them time

Time is the most precious commodity any of us have, and that goes double for sales people. They need to spend as much time as they can researching and understanding their customers, solving their problems, building relationships, and taking their orders.

Any time spent searching for the right sales tools and product materials takes away from their main jobs. If you can personalize the content they receive through your channel management portal, you maximize the time they have to do what they do best.

Gives them information they can use right away

There’s nothing better than having the right tools, the moment you need them. That’s what personalizing your portal content does.

If a sales representative regularly uses training guides and spec sheets in certain formats, they need to be able to access them when they need them, not spend time sifting through a menu of available tools. That speeds up the sales process, helps create satisfied customers, and makes your channel sales people look good.

Helps them adapt to a changing marketplace

Smart sales people are not stuck in their ways. They are able to adapt to changing sales environments and respond to new scenarios. Especially if they have the right materials at their fingertips.

With content that’s customized to their needs and preferences, channel sales people can turn on a dime and use the right tools at the right time. And increase their opportunities and closing rates.

How to personalize your channel management portal content

Personalized content makes life easier for your channel sales people, but it may sound like it’s easier said than done. After all, your channel may have hundreds, even thousands of individuals, each with different needs and approaches.

But with the right channel management solution, it can be done.

Let sales people self-select

One of the first things you can do is allow sales people to tell you what they need. Provide options when they set up their account to let you know the types of materials they use most and how they use them. This will help you give them what they need, and also provide valuable insights into your channel sales force.

Provide options

Sales is not a one-size-fits-all process, and every sales representative has different preferences. To account for this, create multiple versions of your sales materials. Detailed and short versions. Digital and printable. Video and text. The more options you provide, the easier it will be for sales people to find the tools that work for them.

Get feedback and track usage

Finally, the best way to provide personalized content is to let the channel tell you what’s working and what’s not. If you solicit feedback, and act on it when you can, not only will you improve your materials, you’ll show your channel partners that their input is valued.

Of course, not everyone provides feedback, even when asked. So you should also track how your materials are used. Through this process, you will begin to notice patterns of how sales people operate and what materials work best. And that makes personalization easier.

Conclusion

Personalizing the content you provide through your channel management portal is an effective way of maximizing the effectiveness of your channel sales force. And better yet, it helps create brand loyalty.

It encourages your channel partners to use and engage with your portal because they perceive it has value. When more people use your portal, the greater return on investment you will realize.

But most importantly, it helps to create a true partnership with your channel partners because it fosters two-way communication. When your channel partners get the materials they can actually use, they feel like you’re paying attention to them and are trying your best to help them.

And that results in loyalty and dedication that can’t be achieved any other way.

Learn more about how ZiftONE and how it can help your building material manufacturing business drive revenue and stay competitive!

The post Personalizing Dealer Portals for Building Material Manufacturers appeared first on Zift Solutions.

Building Materials Industry Challenges? Meet Zift Solutions and ZiftONE

Kate Slomkowski — Wed, 24 May 2023 08:00:52 +0000

We’re thrilled to share our recent feature in the May 15th edition of Engineering News-Record (ENR) magazine’s Building Materials and Products Today section. ENR’s goal is to share the latest and greatest news about the worldwide construction industry. It is commonly regarded as the industry’s leading voice in analysis and opinion. Zift’s inclusion is an exciting example of the power of Partner Relationship Management (PRM) and its applications across a variety of industries. In the featured ENR article, Zift’s Chief Revenue Officer Heather Tenuto was quoted on the challenges faced by materials providers in the building product manufacturing industry:

“Providers need to be excellent at sending the right message at the right time, be easy to work with and, most importantly, be flexible,” says Tenuto. “We see suppliers taking advantage of automation to strengthen relationships with their dealers and contractors. Relationship management and through-channel marketing automation platforms have come a long way in being one-stop shops for recruiting, enabling, and incenting dealers and contractors to drive more revenue for suppliers.”

This article highlights the importance of innovation and thinking outside the box when uncertain times present challenges. Here at Zift Solutions, we understand the importance of maintaining networks of communication with dealers, contractors, and customers, even in times of flux. Our ZiftONE product gives providers the chance to manage their onboarding, lead generation, and sales and marketing activities in one place. Simply put, all of this makes for a smoother process when providers interact with their many touch points on the road to a sale.

If you’re interested in learning more about the building materials industry and how PRM software can help its leaders, take a look at our full article – linked below! PRM paves the path for contractor, architect, distributor, and dealer success.

READ THE ARTICLE

We’d love to show you the power of ZiftONE. On average, users experience a 47% increase in overall engagement through our PRM portal. Contact a member of our team at this link and set up a quick conversation today.

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