- On March 4, 2022
Generating leads in the tech space is not something any of us take lightly. The sheer volume of partner programs that bound in the ecosystem are proof positive that partner marketing is an invaluable in the pursuit of bigger, better, faster and stronger lead generation across the spectrum from storage to security. Consequently more and more thought is being poured into creating ideal archetypes of marketing framework that can be deployed by vendors and their partners to generate leads in the best way, with the least effort and expenditure. One of those big ideas? Cross-channel marketing.
What is Cross-channel marketing?
Hubspot describes cross channel marketing as:
“Cross-channel marketing is about blending together your various marketing channels in a way that creates a logical progression for your target audience to progress from one stage to the next. Your various channels need to work together and provide context for the messages your persona receives as they go from one channel to another. ”
In essence then we can say cross channel marketing is a form of omni-channel marketing, though it’s important to make a distinction. Omni-channel marketing also utilizes multiple marketing channels to interact with customers, but in that case the marketing activities are rarely connected and almost never associated to parts of the customer journey.
In fact the key characteristic of cross-channel is it’s complete association to the buyers journey and combining of marketing solutions with many messages forming a coherent whole that follows the lead from unknown to prospect to customer.
Where do I Start with Cross-channel?
As you would imagine Cross-channel is a very nuanced idea that can take many forms and depends on every factor that affects your regular marketing and more besides! Fortunately, as long as you have partner marketing in place you have gone some of the way towards instigating cross-channel already. Being able to create marketing activities in every channel your partners audiences operate in is the first step toward being able to generate more leads the easy way with cross-channel.
As for everything else, it takes time patience and concerted effort from both you and your partners to make it work in the way thats right for you but there is a short 8 point step-by-step guide that meets most vendors needs to get them started on the path to synergistic marketing, see below.
Alternatively if you’d like your partners to have 1-to-1 support from marketing professionals who can create implement and monitor a cross-channel marketing solution for you, get in touch here.
Ready to get started? You can get your free copy of the guide here just fill out the form: