Think Partner-First to elevate partner engagement

Putting partners at the core of success

The goal remains the same. When partners succeed so do their vendors, that’s why partner growth is the number one priority. In today’s competitive market, building strong, engaging relationships with partners is challenging but crucial. Putting partners at the heart of your partner program sounds like common sense, but what does that really mean? 

A ‘Think Partner First’ strategy places your partners as the driving force behind the success of your program. This emerges as a powerful approach to enhance partner engagement, and paired with strategic Through Channel Marketing Automation (TCMA) tools can give your partners the autonomy to drive that success.   

What does 'Think Partner First' mean? 

Endeavouring to have a focus on partners is an effective strategy; but what does it really mean? At its core a partner first strategy prioritises the needs, wants and experiences of your partners.  

This approach ensures that partners feel valued and supported, which in turn drives their commitment and engagement. By integrating this mindset into all stages of the vendor-partner relationship, from recruitment to activation to retention, you can create a more collaborative and productive partnership. 

Zebra Technologies adopted this strategy when partners were initially disengaged with their Through Channel Marketing Automation (TCMA) tool. With the help of Twogether, Zebra was able to leverage partner feedback and cultivate a resource that not only gave partners access to relevant content but became one that they wanted to continue using. 

Key elements of an effective TCMA tool 

It’s all about content  

Content is the backbone of any successful TCMA strategy. That's why it’s essential to equip partners with campaigns that not only elevate their marketing efforts but also align with their business objectives. Whether it's sales enablement materials, fully integrated campaigns, co-branded assets, or social support, providing partners with content they’re excited to use is key to driving mutual growth. 

A successful TCMA tool hinges on the accessibility and customisation of content. Ensuring partners can easily access a regular stream of content is essential. Providing partners with the ability to co-brand and customise content enables them to differentiate themselves in the market and effectively engage with prospects. 

In our work with Zebra, we enhanced the user experience by reducing the number of touch points needed for partners to access the customisable content they needed. This streamlined process not only saves time but also boosts engagement.  

Partner activation and training 

Activation is the crucial step in ensuring that partners not only engage with your TCMA tool but continue to use it to its full potential over time. It’s not just about introducing the tool; it's about ensuring that partners feel confident and empowered to leverage its features for their own success. This is where consistent communication and training come into play. 

Regular updates and comprehensive training are vital for maintaining partner engagement. It's not enough to conduct a single training session; partners need ongoing support. Offering on-demand training, FAQs, webinars, one-to-one training calls, and tool feature updates allows partners to choose a method that works best for them and can significantly enhance the partnership. 

Do partner-first strategies really work?  

By placing partners at the centre of your channel strategy, you ensure they remain engaged and motivated to collaborate with you. Our work with Zebra is a testament to this approach's success, with 167 times more assets downloaded and 5.6 times more campaigns created! 

Implementing a partner-first strategy with effective TCMA tools can transform your partner relationships and drive significant business results. To learn more about our success with Zebra, check out the full case study here.