The Power of Accurate Data

Share This Article:

Partner recruitment is the very cornerstone of vendor partner programs. While recent industry news and articles point towards large vendors beginning to look inwards at their large partner ecosystems to uncover new revenue streams, we know that there is still massive investment towards partner recruitment initiatives.

A channel program with optimal performance consists of partners who are educated, engaged and motivated to sell, add value, integrate or refer a vendors products. Undoubtedly, partner support and enablement initiatives play a pivotal role in acquiring this performance but unquestionably it all begins with effective partner recruitment, and effective partner recruitment relies on accurate data.

Why is Accurate Data so essential for Partner Recruitment?

As partner marketing specialists, we’ve helped recruit thousands of partners for our clients over the past twelve years.

Working closely with our clients, we often hear horror stories where client teams have worked with data so insufficient they’ve been engaging with prospects who don’t align to their program in the slightest.

Accurate data eliminates the time and resources wasted, which result from poor accurate data. Accurate data leads to more significant ROI, increased performance and an all-round boost in confidence from vendors.

As you know, every partner program is unique, possessing its own culture and intricacies. Accurate data align partner prospect to all of these subtleties.

Acquiring Accurate Data – Bought vs Bespoke Built lists?

Typically, a list of target accounts is the start point for partner recruitment. There are usually three ways in which you can purchase prospect data;

Contact list sellers provide a list of ‘opted in’ individuals, with information about each person’s role and the company they work for.

Business list sellers offer profiled lists of companies, with contact information on people in key roles who work for the company.

Bespoke built list sellers offer a unique service. They work closely with their client to build a list from scratch containing both business and contacts explicitly aligned to the clients’ requirements.

Bought contact and business lists can contain accurate data. If the data is also ‘opted in’ as these providers state, then that is also extremely beneficial in this post GDPR era. However, from experience, this data can often lack real quality.

Remember the horror stories I mentioned earlier? Well, typically these would arise from bought lists.

While there’s no doubt, these service providers look to sell their clients accurate data, and sometimes do. From experience, these lists are simply generated from a database which consists of old, out of date information. Pulled out using very broad parameters, placed into a spreadsheet and sold.

On the other hand, when you buy a bespoke list, the data is fresh, up-to-date and generated from trusted and reliable sources. Custom-built lists offer the accurate data needed to deliver a successful partner recruitment initiative and should be vendors go-to.

Utilising Accurate Data for partner recruitment

No matter what route you take to acquire data when you’re building a partner recruitment initiative, your overarching goal is, of course, to extend your market share and develop your brand awareness in a new region or vertical. However, as vendor resources are stretched, managing your existing ecosystem can take precedence.

When you’re looking to not only recruit but on-board, train and get the partner go-to-market ready, resources can become even more precious.

Possessing accurate prospect data brings assurances to your initiative. From the outset, you and your team know that you’re going to be engaging with prospects who align with your program and solutions.
Thus, If your initiative is to succeed, accurate data is indispensable.

Key Takeaways

Here are the key takeaways for ensuring you peruse utilising accurate data in your partner recruitment initiatives;

  • Acquiring accurate data eliminates time-wasting, engaging poorly aligned prospects.
  • Enabling vendor resources to continue focusing on existing partners.
  • Accurate data enables vendors to only engage with prospects who align with their programs with the correct solutions
  • Going the extra mile and building bespoke data sets with highly targeted profiling and prospecting delivers accurate, actionable data.
  • Vendors engagement, conversion and ROI are all equally improved when Accurate data is used in a partner recruitment initiative

Share This Article:


MORE FROM OUR BLOG

Partner Recruitment
Partner Recruitment

Partner Recruitment: The Power of Accurate Data

Partner recruitment is the very cornerstone of vendor partner programs. While recent industry news and articles point towards large vendors beginning to look inwards at their large partner ecosystems to uncover new revenue streams, we know that there is still massive investment towards partner recruitment initiatives.

Read More »
tpl digital top 5 saas lead generation channels featured 1
B2B Marketing Strategy

The Top Five SaaS Lead Generation Channels

Having recently published an article which provided five effective marketing techniques for SaaS providers. We thought we would continue to equip you with such invaluable information surrounding this topic. In this article, we seek to present you with the most efficient SaaS Lead Generation Channels.

Read More »

Together, we can deliver channel excellence