How to Build a B2B Omnichannel Marketing Strategy That Actually Works [Step-by-Step Guide]

Did you know that 75% of world trade flows indirectly through channels, yet only 30% of companies report having successful B2B channel marketing programs?

That's a huge gap between potential and reality. Many businesses struggle to build effective partner relationships, often treating channel marketing as a simple reseller program rather than a strategic growth driver.

But here's the truth: successful channel partnerships can double your market reach and significantly boost revenue - when done right. The key lies in developing a systematic approach that works for both you and your partners.

Whether you're just starting with channel marketing or looking to improve your existing program, this step-by-step guide will show you how to build a B2B channel marketing strategy that delivers real results. Let's dive in!

Define Your Channel Marketing Goals

Before launching into tactical execution, you need a clear destination for your B2B channel marketing efforts. Without well-defined goals, even the most innovative channel programs will struggle to demonstrate value.

Clarify what success looks like

Setting clear goals provides structure and purpose for your channel marketing initiatives. According to research, B2B marketing departments remain steadfast in proving their value beyond being cost centers. For your channel strategy to succeed, you must first paint a clear picture of what you're working toward.

Start by asking fundamental questions: Are you looking to expand market reach? Increase revenue through existing partners? Launch into new territories? Each objective requires different approaches and metrics.

Effective channel marketing goals should be SMART:

• Specific - Clearly define what you want to accomplish
• Measurable - Attach objective measurements to track progress
• Achievable - Set realistic targets that challenge but don't discourage
• Relevant - Ensure goals matter to your business growth
• Time-bound - Establish deadlines for accountability

A goal simply stating you want to "rank number one on Google" provides little value. Instead, focus on measurable outcomes like "increase qualified partner-generated leads by 30% within six months."

Remember that good goals have consequences if not reached. If an unattained goal doesn't hurt, you were likely shooting at the wrong target. This accountability drives genuine progress in your channel program.

Align goals with overall business strategy

It's crucial to take a step back and consider whether your channel is positioned to actually support your company's wider corporate strategy. Your channel marketing objectives should directly reflect your organization's broader business goals.

Examine your company's mission, vision, and both short and long-term business objectives. Ask yourself: Are your current channel partners the right ones to scale with planned growth? Do they have the capabilities needed to help you reach your strategic destination?

This alignment requires collaboration with key stakeholders, including sales teams and executives. By working together, you'll ensure your channel marketing supports revenue targets, market expansion plans, and customer acquisition strategies.

Unfortunately, many businesses activate marketing channels without considering their primary purpose. This lack of synchronization often leads to suboptimal results. Different channels play distinct roles, and expectations should align accordingly.

For meaningful measurement, establish KPIs specifically relevant to B2B channel marketing. These might include partner-sourced revenue, deal registration volume, partner satisfaction scores, or co-marketing campaign ROI. KPIs that measure lead quality, business relationship value over time, and contribution to growth warrant prime focus.

Additionally, create a cadence of continuous goal setting and regular check-ins. Set quarterly goals that help reach your vision, then review progress weekly. This consistent rhythm ensures your channel marketing strategy adapts to changing market conditions while remaining aligned with your business objectives.

Finally, remember that effective communication forms the backbone of successful partnerships. Keep communication lines open with your partners about goals and expectations. Regular check-ins, joint planning sessions, and shared performance reports help align strategies and optimize efforts for mutual success.

Identify and Segment Your Channel Partners

Successful B2B channel marketing hinges on working with the right partners. Nonetheless, many companies struggle because they haven't properly identified which channel partners can truly deliver results for their specific offerings and markets.

Types of channel partners (resellers, VARs, distributors)

The B2B landscape features several distinct types of channel partners, each with unique functions in your distribution strategy:

Resellers purchase your products at a discount and sell them directly to customers without significant modifications. They function as an external extension of your sales team, leveraging their established customer base and distribution networks to expand your market coverage. Resellers operate in various industries, from software to physical goods, earning profit from the margin between purchase and selling prices.

Value-Added Resellers (VARs) go beyond traditional reselling by enhancing your offerings before selling them to end users. They provide additional value through customization, integration, or bundling complementary products and services. VARs offer critical benefits including:

• Customization and integration services tailored to customer needs
• Additional services like training, support, and maintenance
• Solution bundling that creates comprehensive offerings

Distributors act as intermediaries between manufacturers and resellers, purchasing products in bulk and redistributing them in smaller quantities. Unlike direct resellers, distributors primarily handle logistics, inventory management, and shipping while providing broader market reach through their extensive networks.

Other important channel partners include Systems Integrators who combine hardware and software components into customized solutions, Managed Service Providers (MSPs) who handle ongoing IT infrastructure management, and Strategic Alliances which involve partnerships with non-competitive businesses for joint initiatives.

Segment based on partner potential and market reach

Merely identifying partner types isn't enough—effective segmentation is essential for optimizing your channel program. Partner segmentation involves categorizing partners based on various criteria to allocate resources more effectively.

Primarily, you should segment partners according to:

1. Current performance - Evaluate revenue contribution, but recognize that your largest partners aren't always your most profitable ones
2. Growth potential - Identify emerging partners who show promise for future success
3. Market reach - Consider geographic coverage and access to specific customer segments
4. Industry expertise - Assess specialization in vertical markets relevant to your offerings
5. Technical capabilities - Evaluate ability to support and integrate your solutions

Furthermore, understanding your ideal partner profile is crucial for both recruiting new partners and developing existing ones. These profiles serve as benchmarks against which you can assess your current partners and identify development opportunities.

Unlike traditional approaches that rely exclusively on revenue attainment to rank partners, effective segmentation combines current performance with forward-looking criteria that predict future results. This approach ensures you're investing in partners with the highest ROI potential rather than simply the largest current revenue.

Consequently, after segmentation, you can develop tailored engagement strategies, targeted support programs, and personalized incentives for each partner segment, resulting in more effective resource allocation and stronger partner relationships.

Build a Channel Marketing Plan

Now that you've defined your goals and identified partners, crafting a detailed channel marketing plan brings your strategy to life. A well-structured plan ensures all stakeholders understand their roles and expectations while maximizing the impact of your collaborative efforts.

Choose the right marketing tactics for each partner type

Different partner categories require tailored marketing approaches based on their capabilities and target audiences. Partner marketing, where complementary businesses collaborate on joint promotions, allows both parties to benefit from increased exposure and reach broader audiences by leveraging each other's strengths.

For optimal impact, consider these channel marketing approaches:

• Owned media – Channels you control like websites, blogs, and email newsletters provide platforms for sharing knowledge-rich content with partners
• Earned media – Publicity gained through promotional efforts beyond advertising, including press coverage and industry influencer mentions
• Paid media – All advertising forms including sponsored social posts, search engine marketing, and display ads that amplify content reach beyond organic efforts

The effectiveness of your channel strategy hinges on selecting tactics that address the fragmented buying journey by including more touchpoints where buyers can discover your offerings. In essence, a comprehensive approach helps you reach wider audiences while establishing your brand within a given category.

Set budgets and timelines

B2B companies typically allocate between 2-5% of their revenue to marketing. This investment should cover marketing channels, technology, tools, staff wages, outsourcing costs, and paid advertising.

For more agile execution, consider shifting from traditional annual planning to quarterly 12-week budgets with regular evaluations to track results and adapt to changing market conditions. This approach allows for faster pivots as you gather performance data.

When allocating your budget, examine the leads, sales, and revenue generated through various marketing channels to identify those delivering the best results. Subsequently, distribute resources based on performance while keeping your strategy aligned with industry standards.

Your budget breakdown should include specific allocations for different marketing activities. For instance, monthly spending might range from $100-$10,000 for paid advertising, $2,500-$7,500 for SEO, and $5,000-$10,000 for content marketing.

Create co-branded content and campaigns

Co-branded marketing assets integrate your branding with that of your channel partners to create cohesive, brand-compliant campaigns. These collaborative materials deliver value to end users while saving all partners time and money.

Successful co-branded content includes:

• Co-branded brochures and marketing collateral
• Digital advertising campaigns
• Social media initiatives
• Implementation packages with how-to documents
• Webinars and training materials

In order to maintain brand consistency, establish clear template structures that include locked core elements, flexible partner fields, and usage best practices. This approach protects your brand identity while allowing partners to localize messaging.

Tools like Digital Asset Management platforms, dynamic templates, and self-service design tools streamline the co-branding process. Moreover, implementing automated approval workflows ensures all materials adhere to brand guidelines before going live.

The benefits extend beyond simple resource sharing – co-branded marketing provides access to new audiences, delivers more valuable content through combined expertise, generates cost savings, and drives sales through your channel ecosystem.

Enable Partners with the Right Tools

The effectiveness of your channel partnerships depends largely on how well you equip your partners to sell your products. Indeed, even the best partnership strategy falters without proper enablement tools to support implementation.

Provide sales and marketing collateral

High-quality, accessible marketing materials form the backbone of partner enablement. Rather than overwhelming partners with quantity, focus on providing easily customizable, high-quality assets they can effectively use with their customers. These materials should serve as a comprehensive "campaign in a box" that includes:

• Co-branded content - Product datasheets, case studies, white papers, and one-pagers that partners can personalize with their branding
• Digital assets - Email templates, social media content, website copy, and banner advertising
• Sales enablement tools - Pitch decks, battle cards, ROI calculators, and product demos

Many successful B2B channel marketing programs implement partner portals where these materials are centrally stored and easily accessible. As a matter of fact, these portals serve as one-stop shops for all partner needs, from downloading marketing collateral to tracking progress and managing tasks.

Offer training and onboarding programs

Properly trained partners become extensions of your sales team. Structured training programs help partners quickly grasp the knowledge needed to effectively represent your brand and products. Essential training components include:

Product knowledge training covers your offerings' distinctive features and advantages, and why they stand out in the market. This foundation enables partners to clearly communicate value propositions to potential customers with confidence.

Sales training equips partners with techniques to close deals effectively, coupled with customer support training to ensure excellent after-sales experiences. Together, these skills help partners create satisfying customer journeys while meeting sales targets.

For regulated industries, compliance training on data protection, privacy laws, and industry-specific regulations helps minimize legal risks for both you and your partners.

Certification programs further motivate partners by recognizing their expertise. Some companies offer additional rewards like gift cards, event invitations, or merchandise to partners who complete specialized training or actively engage with content in the partner portal.

Ultimately, the best B2B channel marketing programs don't just provide tools—they create comprehensive enablement ecosystems that empower partners to succeed.

Track, Measure, and Optimize Performance

Measuring performance stands at the heart of any effective B2B channel marketing program. Without robust tracking mechanisms, even well-designed partner strategies operate blindly, missing opportunities for optimization.

Set KPIs for partner marketing success

Establishing clear key performance indicators creates accountability and visibility across your channel ecosystem. Effective B2B channel marketing measurement should track:

• Sales metrics - Partner-generated revenue, deal registration volume, lead conversion rates
• Partner engagement - Portal utilization, training completion, content downloads
• Customer outcomes - Customer acquisition cost (CAC), customer lifetime value (CLV), retention rates

By implementing robust tracking mechanisms, you gain valuable insights into channel performance and marketing impact. Despite data regulations like GDPR making campaign measurement more challenging, it remains essential for justifying marketing spend to leadership.

Use dashboards and reporting tools

Channel performance tracking tools provide real-time dashboards with partner activity data, enabling prompt response to challenges. These solutions integrate with PRM and CRM systems to deliver comprehensive visibility into channel activities.

A well-designed marketing analytics dashboard simplifies analysis and improves optimization speed. Hence, many organizations implement marketing effectiveness analytics dashboards to define key customer milestones, measure them over time, and assess contribution across channels.

Whatagraph's interactive dashboard lets you monitor which channels drive actual revenue versus those merely producing vanity metrics. Meanwhile, advanced reporting features allow organizations to analyze historical data, predict future trends, and enhance channel performance.

Adjust campaigns based on partner feedback

Regularly soliciting partner feedback provides valuable insights that can improve sales performance and proactively resolve issues. Establishing formal, consistent channels for collecting this feedback is crucial.

Voice of Partner (VoP) surveys help channel leaders collect intelligence, preferences, and sentiment from their partner base.However, rather than lengthy annual surveys, implement pulse surveys at various milestones for real-time feedback.

Organizing partner feedback into themes or categories allows for efficient routing to appropriate decision-makers. Afterward, share what actions have been taken based on their input to build trust and encourage future participation.

FAQs

Q1. What is B2B channel marketing, and how is it different from direct marketing?

‍B2B channel marketing focuses on promoting products or services through third-party partners such as resellers, distributors, or VARs. Unlike direct marketing, where a company sells directly to the end customer, channel marketing relies on building strong, mutually beneficial partner relationships to expand reach and drive sales.

Q2. Why do many B2B channel marketing programs fail to deliver results?

‍Many programs fall short due to poor partner selection, lack of alignment with business goals, weak communication, and insufficient performance tracking. Success requires strategic planning, goal alignment, proper enablement, and continuous optimization based on real data and feedback.

Q3. How can I choose the right channel partners for my business?

‍Start by identifying partner types—resellers, VARs, distributors—and then segment them based on performance, market reach, growth potential, and technical expertise. Select those who align with your goals and can effectively support your brand in specific markets or verticals.

Q4. What tools or resources should I provide to enable channel partners?

‍Equip partners with sales and marketing collateral (e.g., brochures, digital assets), training programs, product knowledge, certification opportunities, and access to a partner portal. These tools empower partners to represent your brand confidently and close more deals.

Q5. How do I measure the success of my B2B channel marketing strategy?

‍Track KPIs such as partner-sourced revenue, lead conversion rates, portal engagement, and customer retention. Use dashboards and CRM/PRM integrations for real-time visibility, and adjust campaigns based on performance data and direct partner feedback.