TapClicks Rolls Out First Partner Program for AdTech, MarTech

TapClicks, the marketing intelligence technology company, on Wednesday rolled out its first-ever formal global partner program.

The TapClicks Partner Program is designed to help advertising technology (AdTech) and marketing technology (MarTech) solution providers integrate their solutions into the TapClicks Marketplace, where TapClick customers, marketing agencies, advertising firms and the marketing departments of brands, for example, go to find software integrations. The marketplace currently includes hundreds of partner integrations.

TapClicks’ Tom Griggs

“TapClicks simplifies the more complex or sophisticated analytics models, that may or may not be necessary for the marketers to do their job, and make it available for that community,” Tom Griggs, senior director of marketing and head of channel program development told Channel Futures. “We’ve built the API connections around a methodology simplifying the connections of the data, as well, so they can pull in as much of their data as possible — we call that the TapClicks Marketing Operations Platform by marketers for marketers.”

The new TapClicks Partner Program will provide partners with marketing, sales and technology support to extend the value of the TapClicks marketing operations platform.

The new partner program is built on a multitiered model that includes startup partner, select partner, certified partner and premium partner.

Here’s a closer look at the tiers:

• The startup partner tier is for partners with newly developed marketing applications and a limited number of TapClicks deployments, TapClicks offers referral programs for new opportunities, social media content syndication, partner award opportunities and demand-generation campaigns in a box.
• The select partner tier is for partners with some application experience. TapClicks offers established integration support and training along with branded exposure in the TapClicks MarketPlace, an invitation to the TapClicks Partner Summit and access to a number of business development, account planning, and product and sales training resources.
• Certified partners have extensive application deployments and have completed the TapClicks certification criteria. This tier offers the same benefits that startup partners and select partners receive, in addition to opportunities to collaborate on co-marketing and communications initiatives, a dedicated partner account manager and certified partner-specific branding.
• The premier partner tier is for partners with client and application experience and a joint go-to-market agreement. TapClicks offers strategic relationship management benefits in addition to premier partner-specific branding, priority support and training, the opportunity to be featured in an external solution spotlight and featured blog posts, with conference sponsorships included.

Up until launching the TapClicks Partner Program, partners worked opportunistically with the software vendor in a hybrid referral-reseller sales motion, or jointly selling with and through partners.

“The integration partners that we work with want to get their data feeds into the agency [customers]. We want to expose those agencies to the TapClicks solution offering because we think it’s better than other business intelligence tools out there. Our solution was built purposefully for them,” said Griggs.

TapClicks is also rolling out partner training. Initially, the vendor is offering integration training. It’s video-based and available through the partner resource management portal. Partners will get different levels of access through training. Base level training, or integration training, is required. TapClicks will offer sales training as well.

Partners will be offered competitive insights and battle cards in the portal.