When marketing platform provider Revenew set out to create its solution, there were three areas it wanted to address, namely balance, transparency, and lead generation in order to eliminate what the company is calling the “chaos” of local marketing.
Balance
The first issue that Revenew identified was that it’s difficult to weigh the the overall message of a brand with the tailored messaging of a local VAR. The result is that, often, resellers dilute the brand by creating their own marketing materials.
“One of the biggest things that we see in IT is services,” said Nasrin Thierer, founder and chief executive officer of Revenew. She said that that VARs generally want to focus on their value-add while solutions come second.
Depending on the timing, pricing and other factors that VARs need, Thierer said that vendors need to allow for enough room for variables in their messaging. Revenew offers templates designed to put services front and centre.
“The balance comes from knowing what’s important to the local affiliate, what kinds of decisions they need to make,” she said.
Transparency
On the transparency front, it is cumbersome and time consuming for a vendor to allocate its marketing dollars to the right campaigns and to see their results, according to Thierer. This means that VARs may only be accessing a fraction of resources available to them – as low as 20 per cent, according to Revenew.
The platform hopes to address this by offering vendors “the levers and tools so they can manage the execution” while for channel partners, all the marketing is in one place, be it print materials or social media campaigns.
“We are one platform that they can have access to their basic content downloadables to their direct one to one marketing to content syndication, as well as all the digital advertising automation that they need, all from one source,” said Thierer. “The channel partner has visibility to all their campaigns and how everything is working, and the brand has visibility across all their channel partners and how their programs are working.”
Lead generation
Lastly, through what the company calls the “Expanded Marketing Network”, built on patented technology, vendors can connect to VARs either directly, or if they choose, through a distributor, association, or their strategic partners. This is meant to help them keep track of possibly thousands of affiliates, depending on the scope of a vendor.
“We help them build a true marketing network … and provide access to the right content to all the VARs in all of the regions,” said Thierer.
While the company works with clients in the US and Canada right now, it’s expanding its client base to include those in need of global coverage.
“There’s no boundaries to marketing,” said Thierer. “We bring a holistic view, complete control and transparency for the enterprise brand to empower the channel.”