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Channel Experts

Nurture Marketing > Channel Experts

About Our Channel Marketing Services

Nurture Marketing was born from an initial engagement with Microsoft over two decades ago. Our original founder, James P. Cecil III, was the host of an ongoing series of C-Level roundtables. Microsoft believed that one day technology decisions would be made by business decision makers. They asked Jim to share his findings from the roundtables to understand the future buyer. From this engagement, the principles of nurturing personal business relationships were formulated. Today, the principles of Nurture Marketing are more important than ever as buyers engage very late in the buyer’s journey and relationships are formed via digital engagement. Applying these principles to integrated omnichannel programs assures success will follow. Nurturing has been proven over time to be the only successful methodology to sustain growth.

Channel Alliance and Partner to Partner (“P2P”) Go to Market Era

The Alliance and P2P era pose both a challenge and an opportunity for Business Technology Channel Marketers. Clients are demanding that business technology solutions have maximum interoperability and that their vendors work together to implement collaboratively. Nurture Marketing has the experience to help your team excel. Retaining and growing existing clients in recent years has new meaning. New clients are harder to land, and providers are realizing that attrition can be lessened. At Nurture Marketing, we believe in “ABN” not “ABM.” Account Based Nurturing does not mean marketing or selling to clients with endless offers but more sharing of information that will help clients succeed. Applying the principles of Nurturing to specific accounts simplifies the more complex ABM strategies that are not sustainable over time.

Nurture Offerings

Nurture Marketing has been helping clients for over 30-years to build new channels and retain and grow existing technology reseller networks. Your journey to developing a successful channel marketing strategy starts with the building and empowerment of your sales and marketing channel. If your channel marketing program is stalled the experienced team at Nurture Marketing can help you jump-start your journey.

Nurture Marketing makes the development of through channel content easy with our go-to-market packages for partners. We are channel experts. Each engagement begins with a strategic session with one of Nurture Marketing’s senior channel analysts to tailor goals and programs to your specific needs; then we work hand-in-hand with your marketing team to deliver these programs. Package strategies include digital transformation, moving to the cloud and account-based nurturing.

When Nurture Marketing and other agencies starting using the term Omni Channel, the focus was more on consumer marketing, eCommerce and even customer service call centers where client information popped up on the screen as the call came in. However, today, we believe Omni Channel is for everyone. Simply put, we need to use all of the information at our fingertips about the client and communicate with them from several mediums. Combing the historical buying patterns of a client to the online surges in solution research is a powerful combination. Using that information to serve up relevant messaging via email, Social and Search improves awareness and the likelihood of being selected when a purchase is being made.

Retaining and growing existing clients has taken on a new meaning in recent years as new clients are harder to land and providers are realizing that attrition can be lessened. At Nurture Marketing, we believe in “ABN” not “ABM.” Account Based Nurturing does not mean marketing or selling to clients with endless offers but more sharing of information that will help clients succeed. Applying the principles of Nurturing to specific accounts simplifies the more complex ABM strategies that are not sustainable over time.

Clients today believe their technology infrastructure is stable and therefore they don’t rush to upgrade hardware or software after receiving end of support messages. Additionally, they are less likely to renew maintenance contracts and they don’t respond to scare tactics. Renewal messaging today must be more strategic. Our team has developed successful renewal programs by utilizing the data available, categorizing the clients and creating the messages that help clients to understand the positive impact of remaining current.

If you’re like most channel marketers, you’re constantly trying to find new ways to keep your partners’ attention and get them selling your products and services better. With ContentMX, we provide a prescribed marketing program for partners using simple, customizable, step-by-step marketing plans that we help you to create. No need to produce special content. We can tap into the materials you already have, sort them into weekly campaigns and put them into context that partners can customize and distribute. If your short on content our content team can develop custom content for the ContentMX platform that can be added to your stable of custom assets and used everywhere.