What is Through-Channel Marketing Automation?

Through channel marketing automation uses technology to simplify how brands work with indirect sales partners, such as resellers, retailers, distributors, and marketing agency partners across both digital and traditional marketing channels. Instead of piecing things together with manual steps or disconnected tools, everything runs through one platform. Campaigns, funding, assets, and performance tracking are all managed in one place.

This setup gives partners what they need to market more effectively while providing the brand with better oversight and consistency. Whether it’s co-branded campaigns, ready-to-use creative templates, or automated fund distribution and usage reports, it cuts out a lot of the usual friction. It’s not only about making things more efficient—it’s also about building something scalable and data-backed, so everyone in the channel can grow without getting buried in the process.

Technology in Through Channel Marketing: Balancing Automation and Human Support

The 21st century has brought on some of the world’s most impressive innovations in technology. From the onset of touch-screen smartphones to the rapid immersion of the Internet of Things (IoT), there’s no question that information is more streamlined and accessible now than ever before. The rise of omni-connected data has allowed the volume of information shared to increase beyond human comprehension. With the rapid growth of technology, automation is quickly becoming a powerful tool used by some of the world’s most successful marketers. 

But what role does automation have in a through channel marketing program that is traditionally managed by real, live humans? It’s important to strike a healthy balance between automation and human support, and understand how each can play an integral role in the success of your marketing program.

Through Channel Marketing Automation Program 

Antiquated systems and processes have a significant impact on a brand and its channel partners, often leading to frustration and a lack of willingness to participate. This only hurts the brand and channel partner in the long run.

Cooperate Marketing used these insights to develop a tool from the ground up that utilizes cutting-edge technology and allows your co-op or MDF program to live online via a mobile-compliant, responsive system that functions as the central depository for all prior approvals, claims, funds, reports, reconciliation, and creative assets.

The Co-op Resource Center (CRC)

Our proprietary platform, the Co-op Resource Center (CRC), is built for the 21^st century and relies on a level of automation for certain tasks that play an integral role in making your through-channel program turn-key and efficient for not only your brand but also for your partners.

Some automated highlights include:

• The reconciliation of claims and fund balances
• Email notifications to report prior approval and claim status
• Duplicate claim and invoice tracker

The CRC is designed to eliminate guesswork and time-consuming, manual processes while providing protection against human error. Additional automated upgrades are available upon request, including digital asset customization and localized media planning/buying. All feature sets are built with an eye toward optimized UX, enabling your channel partners to navigate your brand’s co-op or MDF program in just a few clicks.

Human Touch: The Key to Success in Automation?

As you may have guessed, technology is only half of the equation. In order for your through channel program to be great, it must put an emphasis on providing a level of human touch that automation can’t replicate.  We have a team of experts who work behind the scenes, interacting with your channel partners daily to provide live management and oversight at a level of service unsurpassed by any in the industry.  This is what we refer to as our concierge “white glove” treatment.

It’s important to keep in mind that your channel partners are real, live people who have come to rely on your co-op or MDF program to advertise and sell their goods/services. The same holds true for your marketing agency partners, who often execute campaigns on behalf of those channel partners and depend on responsive, knowledgeable support to keep everything running smoothly. 

When an issue, question, or additional request arises that requires immediate attention, it’s refreshing to pick up the phone or communicate via email with a support team that’s made up of living, breathing through channel brand experts who can help your partners navigate any situation, rather than dealing with an automated bot or call-prompt that spits out canned responses. Not only does this exceed expectations, but it also provides an unmatched level of U.S.-based service that your channel partners deserve.

Best Practices for Implementing Through Channel Marketing Automation

In order to stay ahead of the competition, businesses must adopt and effectively implement through channel marketing automation. At Cooperate Marketing, we understand the challenges that organizations face when integrating new technologies into their operations. That’s why we’ve compiled a comprehensive guide to help you navigate the implementation process seamlessly.

1. Assess Your Needs: Before diving into through channel automation, it’s crucial to conduct a thorough assessment of your organization’s needs and objectives. Identify pain points, bottlenecks, and areas for improvement that through channel automation can address. Our team at Cooperate Marketing can assist you in conducting this assessment and developing a customized strategy tailored to your specific requirements.
2. Define Clear Goals: Establish clear, measurable goals for your through channel automation initiative. Whether it’s increasing sales efficiency, improving partner engagement, or optimizing marketing ROI, defining specific objectives will guide your implementation efforts and ensure alignment across your organization.
3. Choose the Right Solution: With a myriad of through channel automation solutions available in the market, selecting the right one can be overwhelming. Cooperate Marketing offers expert guidance in evaluating different platforms and technologies to identify the solution that best fits your needs.
4. Provide Comprehensive Training: A successful through channel automation implementation hinges on ensuring that your team, channel partners, and marketing agency partners are adequately trained to utilize the new tools and processes effectively. Cooperate Marketing offers comprehensive training programs designed to empower your stakeholders with the knowledge and skills they need to succeed.
5. Monitor and Iterate: Implementation doesn’t end once through channel automation is up and running. Continuous monitoring and optimization are essential to maximize the ROI of your investment. Cooperate Marketing provides ongoing support and guidance to help you track performance metrics, identify areas for improvement, and iterate on your strategy accordingly.

Through-Channel Marketing Automation With Cooperate Marketing

Our team knows what it takes to build an industry-leading through channel marketing automation program. A technology-focused approach and unparalleled live support are crucial to the success of any program, but achieving the right balance of high-tech and high-touch can be challenging. Contact Cooperate today for a complimentary checkup, and we are happy to provide some ideas on how to further optimize and enhance your through channel program.

Read more on how we’ve accomplished this with our clients.