The Key to Expanding Your Reach: Building Strong Channel Partnerships

In the world of B2B marketing, partnerships are a powerful tool. Sales and Marketing Management (SMM) defines them broadly, including vendors, channel partners, contract workers, and employees. According to Foundry, a global leader in marketing services, over 200 IT industry experts agree that partner marketing is a must-have strategy, with 37% of marketing budgets now allocated to these efforts—a 9% increase from a decade ago. Read on to find out why SMM knows partnerships are key for business growth.

Why Choose Partnerships?

Channel partners open doors to new prospects that businesses might otherwise miss. As Affise, a software partnership management company, points out, in today’s marketing landscape, a “gentle marketing” approach via trusted partners can be far more effective than adding to the onslaught of ads clients see every day. Partners act as third-party referrals, offering credibility and reaching audiences that are hard to tap into. It’s no surprise that partner-generated revenue is projected to grow by over 10% this year, according to DemandGen Report.

Here at Hinda, we rely on local channel partners to act as our boots on the ground, understanding client needs and providing localized support. "We could never reach as many prospects or clients without those local partners," says Theresa Thomas, VP of Strategic Solutions at Hinda.

How to Nurture Partnerships for Success

Fostering strong partnerships goes beyond just providing product information. At Hinda, we offer a comprehensive partner portal with sales materials, case studies, and training resources. Additionally, we host regular webinars to further educate and empower our partners. Investing in skills training for channel partners is extremely important. When partners grow as professionals, everyone benefits – driving more sales and increasing revenue for both sides.

Curious about being a Hinda Partner? Learn more on our Partners page. And for tips on cultivating successful partnerships, check out SMM's Special Report on Building Business Partnerships for Long-Term Success.