As the decision-making process in B2B relies on rational thinking and implies many people involved, content marketing becomes a crucial component of a partner marketing plan. Meanwhile, over 50% of partners find materials their vendors share to be mediocre or worse. Providing partners with poorly crafted content may result in low conversions and sales.
Though crafting quality content takes time and effort, it’s definitely worth it. Well-thought-through materials help keep your brand messaging consistent, educate new partners about your brand, drive higher sales, and more. To achieve the possible results, remember to provide your partners with materials for each stage of the sales funnel.
How to Build a Powerful Affiliate Marketing Sales Funnel
When a prospect gets to know your brand at the top stages, your task is to convince them that you know how to tackle their issues. Offer educational content that proves your expertise and helps potential customers solve their problems. You can employ downloadable content to provoke lead generation.
While your leads are going through the middle part of the sales funnel, boost their interest in your products and services with marketing materials. Here is when detailed product information, white papers, and webinars will come in handy.
At the bottom of the funnel, you need to nudge your leads towards a purchase. So, opt for special offers, data-heavy case studies, B2B customer testimonials, and other types of content that make you stand out from competitors.
As your marketers know your product and potential buyers’ needs best, it’s crucial to provide your partners with marketing resources for each of the stages above. This move lets them market your products more effectively and drive higher conversion rates.