Important:
This article provides an example of the power of closed-loop collateral management. This is an illustration of how to use Unifyr One's integrated capabilities to invest your efforts where they will deliver the highest return.
Overview
Unifyr One offers everything you need to continually assess and improve your channel performance. This article describes how to leverage the different areas of Unifyr One functionality to deliver the best collateral to your partners when they need it.
User Profile
Channel Marketing Leader
Scenario
TAMCO is a B2B data security provider. They have created a partner program to expand Tamco's market reach. Using Unifyr One, their content development team is publishing collateral to their partners through the partner portal.
Objective
This year, the channel team has set a target of increasing the average first-year revenue for new partners by 10%. To do this, they will provide specialized collateral for new partners.
Contents
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Determine What Collateral is Needed
Before creating any kind of new content, including collateral, you need to identify who the audience will be and what they need. In this example, we want to boost the revenue generated by new partners by 10% in the year they join. There are many approaches available to do this. Some examples include:
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To-Partner Collateral
- Provide collateral that helps partners anticipate and prepare for meeting prospective customers.
- Create industry-specific information packs that address the needs of various market segments.
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Through-Partner Collateral
- Prepare co-brandable collateral that partners can forward on to their contacts.
- Provide stage-specific assets to inform prospects as they move through the sales funnel.
Because Unifyr One provides closed-loop reporting, you can analyze the performance of existing partners and available collateral to identify which assets have correlated with the highest performance of partners. This allows you to incrementally improve the type and content of the collateral you publish to deliver a better return.
See Exploring, Personalizing, and Distributing Reports and Dashboards for more information on using Unifyr One data to inform your collateral strategy.
Create the Collateral
Once you have identified the audience and the collateral that is required, you create and publish it through the Collateral Library. Unifyr One supports many different types of collateral and your environment will be optimized for a subset of available types. Speak with your Unifyr One team if you would like to add more collateral types.
Refer to Manage Content in the Collateral Library for instructions on creating collateral assets.
Package and Publish the Collateral
Once you have created your collateral, you must publish it before partners can access or use it. You may choose to make a single collateral item available as a stand-alone asset but Unifyr One also supports packaging several items together into collateral programs or associating them with a campaign.
Campaigns are generally time-bound and associated with a specific offering. Unifyr One supports reporting on collateral that is added to a campaign. Collateral programs allow you to automate on-going management of collateral based on rules. Collateral is added or removed from a program depending on whether or not it matches the specified conditions.
There are four principle benefits to packaging collateral into either the program or campaign.
- It simplifies managing assets. If you have a set of collateral items relating to a specific offer, product, or service you can quickly identify them all and update them or archive them at the same time.
- It allows you to iteratively improve the quality and value of the content that you produce. One way to do this would be to have a standard set of assets you produce for each offering. Over time, you would be able to identify trends such as preferred collateral types and correlation between the download of specific collateral types to closed deals.
- Campaigns and collateral programs support partner filtering. This means that you can display a collateral item selectively to only a subset of partners. Stand-alone collateral items do not have a partner filter setting option.
- Packaged collateral makes it easier for your partners to retrieve all of the relevant items for a specific offer or topic. This allows you to improve their experience by delivering related content they may not have known to look for.
Once you have published collateral, whether it is as stand-alone items or part of programs and campaigns, you should promote it to your partners and encourage them to use it. Using To Partner Communication announces the availability of the collateral and new promotion.
Publishing means that an audience is permitted to access the content but they will still need a route to finding it. This is usually done by adding the Collateral Feature Bundle to your partner portal.
Analyze Collateral Efficacy
Once you have published collateral, you can use the Unifyr One reporting capabilities to monitor how your partners are using it. There are specialized reports that allow you to review and analyze collateral use. These include:
- Library Download Report
- Campaign Highlights Dashboard
- Program Library Download Report
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