Kaspersky Lab on Partner Marketing Done Right

Normally in Partner Marketing Done Right we shine a spotlight on those solution providers that are making their mark through top-notch marketing and give them the opportunity to share their secrets for success. Sometimes, though, we shift the conversation to the vendor, giving them the stage to talk about partner marketing from their point of view and ways they can help.

This week we hand the mic to Jon Whitlock, senior director of Channel Marketing at Kaspersky Lab North America, who recently penned a best practice piece to give partners ideas of ways to jumpstart their marketing practices.

The VAR Guy: Recent studies show that fewer than 10 percent of resellers have dedicated marketing resources. How can these vendors turn their struggle with marketing into an opportunity for big business?

Whitlock: At the core of Kaspersky Lab’s channel marketing philosophy is the idea that partners should be viewed by their current and prospective customers as a trusted adviser. Breaking industry news, best practices, solutions and everything in between, the partner should be depended upon as the go-to expert by their target audience. For example, we’ve found that partners have had great success in using a social media syndication platform. We provide partners with the content, which should come from unbiased sources and top-tier industry publications and thought leaders, not just about or by the vendor, which they can send out through their own channels to their followers. The right content being sent out consistently really makes partners stand out among the competition, and customers will perk up and think, “They really know their stuff!”

Question: How can partners improve their suite of tools to give resellers an added leg-up on the competition?

Whitlock: Utilizing a partner portal to aggregate all marketing content is crucial, but including a mobile component on the portal is essential and truly keeps the partner one step ahead. The portal is the partners’ go-to resource to all lead generation assets, sales content and materials, and the mobile-ready version is truly a lifeline for partners who are on the go and need the resources the most, like before or during a sales meeting. By providing them with the same content across platforms, partners will never miss an opportunity to interact with customers and provide accurate and timely solutions. And as an added benefit, we can see what is being used most, so we can focus on providing more.

Question: What is the most important thing to know when helping partners to create their marketing campaigns?

Whitlock: Regardless of what programs, assets and resources channel marketers have in their bag of tricks, perhaps the most important thing to remember is that each partner and campaign they want to use is unique. What worked for one partner may not be as successful with another partner. Listen to what your partners need and ensure campaigns are customizable based on those individual needs. Not only will that increase the success of each campaign, but it will strengthen your relationships with partners who truly appreciate the individualized attention they receive for their marketing needs.