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Preventing Random Acts of Channel MarketingThe Emergence of Platforms for Synchronized Channel Marketing
Mark Kurtz, [email protected] @markkurtz@gagegroup
#StopRandomMarketing #ChannelChiefs
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What does random look like?
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What problem are we solving?
@markkurtz @GageGroup
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M I S S I O N : B U I L D P A R T N E R ’ S B U S I N E S S
S T R E N GT H E N R E L AT I O N S H I P S
E M P O W E R C H A N N E L M A R K E T I N G W I T H T E C H N O LO GY
D R I V E B E H AV I O R T O I N C R E A S E S A L E S
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1. Channel Chief Stories
2. Integrated Ideas / Global Channel
3. Platform Revolution
3 TA K E A WAY S
@markkurtz @GageGroup
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37% to 72% market share via Channel “Micro Moments” 8 figure MDF! Now what? Role of Psychology Importance of UX Auctions for channels? Really? Why? #UseTheData Dogfood
NOTE: Randomness Eliminated by Platforms
C H A N N E L C H I E F S P E E D R O U N D
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37% -> 72% Preference
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Fun and easy RelevantAttribute based GamificationEarn points for activityRedeem for content
C U LT I VAT E I N F LU E N C E R S
@markkurtz@GageGroup
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N U RT U R E
PointsCommitmentsGeo-Demo-PsychoAttributesDAM-CRM
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( L A N D A N D ) E X PA N D
“Champions” Adhoc promotionsTeam sellingSocial LearningCE
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“Micro Moments”
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Optimizing MDF
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Channel Optimization Platform
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Channel Optimization Platform
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Channel Optimization Platform
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Channel Optimization Platform
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Role of Psychology (FOMO)
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FOMO• HUGE traffic generator• Cool stuff• Scarce• Highly discounted• Everyone has an
opportunity
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#IntegratedMarketing
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Make your platform beautiful…(Importance of UX)
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Auctions
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Live Auctions
Controls reward liabilityUnique experiencesCombine
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Dogfood
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H O W D O YO U M E A S U R E YO U R P L AT F O R M T O P R E V E N T RA N D O M
M A R K E T I N G ?
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S T A R T W I T H C H A N N E L J O U R N E Y M A P S
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# U S E T H E D A T A
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Apply best practices for engagement
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What does elegant look like?
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Program introduction ad Tradeshow booth display Office poster Collateral/how to get started
Responsive design/mobileSmartHQ
Online banner ad & emailPromotional videos
online & TV
SmartRewards
Mug/promotional products T-shirt Buttons, pins for milestones Tablet sleeve
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Integrating effective channel platforms is like a workout, you
need to continuously invest time and effort to see results over time.
If you are out of shape, hire a trainer…
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Best Partner Workforce Learning Solution
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