We marketers are incredibly diligent about refining prospect data once it’s inside our marketing systems. Lead nurturing, scoring and predictive analytics tools have turned us into physicists with our data. And we continually strive toward that perfect equation to build stronger customer relationships.
As Monica Niemann, Trend Micro Regional Marketing Manager, put it:
“Marketers all too often have differing processes for managing numerous media partners, which means you can’t accurately and quickly make adjustments to campaigns, assets, allocation, etc. Leveling the playing field is crucial. We need the ability to holistically compare all media partners and programs to drive a successful demand gen operation.”
What you need to automate your partner management
Identifying opportunities for improvement regarding media partner interactions can lead to big gains in lead volume and velocity, data quality and overall return on media investment.
An optimal media partner management system should include:
- Browsing, comparing and identifying potential media partners from a single platform
- Onboarding proven media partners to the platform quickly and at any time
- Creating and sending one IO for all partners, and tracking from one ledger
- Housing, organizing and distributing creative assets among partners by specific assignment; and enabling partners to access when needed
- Automating the process by which partner-generated prospect data is uploaded to marketing automation and CRM systems
- Obtaining real-time reports and analytics on each media partner, asset, campaign, channel – individually and in aggregate
- Optimizing allocation to partners automatically based on tracked performance or manually with a single click
Benefits of an effective partner management system
In the digital era, speed and visibility are critical. Circumstances change within hours, if not minutes. Consolidating media partners into a single platform and automating the processes of partner management quickens campaign launch time and lead velocity while also providing a more holistic view of media investment — leading to better marketing performance.
It also facilitates integration with the marketing “stack,” which in turn further increases the transmission of data and the ability to use marketing automation and CRM systems to optimize prospect information gained from your investment with media partners.
Moreover, automating media partner operations frees valuable resources to be used for more strategic purposes. Paying skilled marketing pros or agency partners to manually coordinate numerous media partner relationships is like taking time off from work to forage for wood to heat your home — your salary far exceeds the costs of heating fuel, and the marketer’s labor is far more valuable than the costs of media partner management software.
It doesn’t make sense to pay people to format spreadsheets, chase creative assets or email numerous media partners the same RFP when this could be automated, allowing talented individuals to concentrate on skill-oriented projects.
These are just a couple of the problems I’ve come across with regard to managing a slew of media partners. The good news is that these issues are easily solved by first identifying inefficiencies and gaps, and then standardizing and integrating media with marketing systems wherever possible.