Through-channel marketing software enables brands to connect their channel marketers, channel partners (e.g., retailers, agents, distributors, resellers, etc.), and agencies to execute scalable marketing programs. This type of software makes it easier for companies to set up customizable content experiences by local marketers or channel partners, as well as execute digital marketing campaigns on behalf of a business. Sometimes referred to as distributed marketing, through-channel marketing software offers channel partners continuous marketing support and helps companies manage branding and track channel performance. Unlike partner management software, which offer portals to communicate and exchange information and content between the company and its partners, through-channel marketing software specifically provides tools to help brands and channel partners automate the marketing process, such as creating campaigns or marketing content, which also helps companies reduce costs.
Marketers use this type of software to optimize funding for local marketing and scale advertising and local marketing messages through their distributed networks (i.e., channel partners). Unlike marketing automation software, which also streamlines marketing workflows and measures the outcomes of marketing campaigns, through-channel marketing software is used solely by channel partners to help companies amplify their brand and grow revenue. It also gives brands more control over how distributed networks use their marketing materials, while also providing partners more flexibility to customize parts of marketing content. Through-channel marketing software often integrates with CRM software because partners will need to upload leads and additional records to market to.
To qualify for inclusion in the Through-Channel Marketing category, a product must:
Allow channel partners to access marketing materials, assets, and tools through an automated platform
Provide lead management capabilities, including lead nurturing, lead scoring, and lead tracking
Assist channel partners in implementing effective, scalable, and brand-compliant marketing campaigns
Provide reporting features to track the success of through-channel marketing programs, including but not limited to emails, events, digital advertising, etc.
