SPECIAL REPORT ionises channel marketing
the reseller when an expiry date is close. The system also manages unsubscribes.”
Channel forecasting All campaigns have a Call me Request button. If the prospect selects this button the system automatically sends the reseller an email telling them that they have a new lead in Conjungo2market. “Vendors have top level visibility of all leads generated either from campaigns or from
Conjungo.com,” explained Weiner. “They can run a report detailing what leads have been generated, how many resellers took part in campaigns and the value and expected close dates of those leads. Thus the vendor has visibility of ROI and channel pipeline for improved forecasting.”
it takes for the vendor to brief the marketing agency on key campaign messages, target markets and any associated images.”
Another key benefit of the Automated Vendor Campaign Request tool is that it improves reseller confidence. “Once the campaign has been set to ‘approved’ by the vendor there is no argument about the campaign being executed with the wrong logo or image,” said Weiner. “Often the reseller isn’t granted MDF support for a campaign because they made a mistake.”
In operation, once the campaign is approved it is published to The Campaign Store. The system automatically sends an email to all resellers in Conjungo.
com associated to that vendor. It includes a link to the campaign (after login the campaign is displayed). “All campaign participation is £270, but the campaign has ROI information, letting the reseller know the average deal value and average sales cycle,” added Weiner.” The reseller can make a judgment on whether to take part in the campaign and work out how many sales they need to achieve for ROI purposes.”
Better MDF management A significant benefit of this process is that it proactively pushes campaign reminders and improves uptake. “Campaigns in Conjungo2market are best suited to higher value deals, with a long sales cycle of three-six months, unless the vendor has a
new product or solution and wants to simply use the platform as a branding exercise,” highlighted Weiner. “Some vendors feel that there is a real detachment between reseller to end user communications and this is an area they would like to improve.”
Using Conjungo2market, MDF can also be managed through Voucher Codes. Under this scheme a vendor can choose a selection of resellers to participate in the campaign and support the cost from MDF which is managed through Voucher/Promo codes. This process offers resellers easily accessible campaigns. “Conjungo2market has a straight fee no matter how many email addresses,” added Weiner. “Plus there
are all the benefits of the CRM tool. Imagine the benefits to vendors if they could encourage more of their reseller community to actively market their products? This is when the system demonstrates huge ROI to the vendor.”
Once a campaign is purchased by the reseller, using Paypal, it moves from The Campaign Store to an area called My Campaigns. The system auto populates all the reseller information as this information is already in the system from Conjungo. com. “Each campaign has a valid from and expiry date, so the reseller can send the campaign out to as many prospects as they wish as long as the expiry date hasn’t been reached,” said Weiner. “The system tells
Conjungo’s Campaign Managers can also create campaigns and publish them on behalf of vendors. However, some vendors have requested that their distributors or marketing agencies have access to build campaigns into the platform. “We have taken this into consideration and these users can be set up as Marketing Services Agencies with full access to Conjungo2market and any reports relating to the vendor’s campaigns that they have published,” said Weiner.
“A vendor could also ask a distributor to manage their Conjungo programme. This is beneficial to vendors wishing to leverage distribution MDF to add value to their channel partners by bringing them into Conjungo and Conjungo2market. The application is highly intuitive, secure and is technically unrivalled.”
the industry is evolving so are we.
www.comms-dealer.com COMMS DEALER DECEMBER 2011 41
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