Manufacturing marketers can help channel partners deliver better experiences through AI

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 24, 2019, 6:27 AM UTC

Use AI-driven insights to accelerate the ROI of channel strategies.

Manufacturers often sell exclusively through third-parties, making it difficult to effectively coordinate the channel partner’s marketing efforts. The author recommends using artificial intelligence (AI) to plan robust channel marketing strategies, foster partner engagement and provide them with tools and insights to increase revenue.

AI is useful in creating streamlined and automated partner enablement journeys, paving the way for better customer experiences and expanding revenue opportunities through upselling, cross-selling or warranty agreements. It can build automated customer journeys and personalisable email template for partners to ensure consistency.

Further, manufacturers can merge insights from marketing and site activities with audience data from a Data Management Platform to yield actionable insights. AI-powered tools can also standardise the reporting process across all partnerships and measure metrics like partner performance and ad spend ROI.

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