Challenge: Onboarding Partners to Enablement Programs
There are a million programs out there to enable channel solution providers to better sell vendor products. The list is infinite: Google Adwords, landing pages, lead tele-qualification, events, email campaigns, search engine optimization and even content syndication. Often, these programs are too cookie-cutter to fit 100% of the partners to which they are made available. So what can a vendor do to increase adoption of the programs they make available to partners?
What we’ve found useful is to take channel partner pains and turn those into an opportunity to customize a piece of our platform to better suit a broader partner base. Below is an example of one such problem we found while onboarding partners to the SharedVue Syndication Platform for one of our existing clients. The end product was a new way for partners to use our enablement program as well as documentation and a whitepaper to help and inform them.
Solution: Deep Linking to Syndicated Content
Early on, we realized that channel reseller website hierarchies might make it awkward to group all of a vendor’s product and solution information in the same place. Often times, only offering an all-in-one syndication program closes the door to onboarding a channel partner. When channel resellers add a SharedVue Syndicated Showcase to their website, they are essentially adding content to only one page on their site.
Vendor content appears on that page, complete with images, links, navigation, etc. When someone visits the website and lands on the Syndicated Showcase, they are able to browse through the content as if it were on multiple pages by clicking the syndicated content’s navigation bar. However, this gorups all the content into one section of a partner’s website. So we decided to further explore solution provider needs and came up with five reasons a partner may need to break up vendor syndicated content.
5 Reasons Partners Need Break Up Vendor Content
- Push website visitors directly to the pages of content they want without forcing them to navigate the the rest of the syndicated content.
- Improve conversion rates (downloads, lead form submission, etc.) by providing visitors with targeted content.
- Better integrate vendors’ Syndicated Showcases with their website hierarchy.
- Categorize vendor product and solution content any way they want (i.e. Products/Solutions or Hardware/Software).
- Drive customers to content localized for their country in their language of preference.
To get over the hurdle of an all-in-one set of content, we created Deep Links for syndicating partners — the ability to hide the syndicated navigation structure and link directly to any individual page of syndicated content. Directly linking (Deep Linking) to an individual page of syndicated content within a showcase is easy for partners. All they must do is link to the page where they have placed the vendor’s syndicated content code and append the syndicated page’s query string.
When a visitor clicks on a link in a Syndicated Showcase on a partner website, instead of navigating to a new page, SharedVue tells the current page to refresh and display new content. Thus, the URL of that page remains unchanged even though new content appears. Since a SharedVue Syndicated Showcase is only on one page of content, you must use specific methods to drive a visitor to particular content within a Syndicated Showcase.
SharedVue creates a unique query string at the end of every syndicated page’s URL (seen above). So depending on the content a visitor is viewing, the end of the page’s URL will vary.
We enabled Deep Linking to a particular page of syndicated content, allowing partners to simply create a link anywhere on their website that references the page where they placed the syndicated code. With the unique query string of the content, partners now have the ability to organize vendor Syndication Showcases any way they want.
Result: Customization Increases Partner Adoption
With a slight customization to an automated process, we’ve been able to increase the number of partners using our syndicated vendor showcases. It is important to note, though, that the process of taking in partner feedback, evaluating and creating a plan of action can be used to help increase adoption for any type of turn-key partner program. The more accommodating you are to partners, the more you’ll see adoption your of enablement programs.