There is no less a requirement for a call to action to be included in a piece of product awareness marketing collateral than is the case for any other type of promotional marketing communications. In fact, driving engagement is, perhaps, a more pressing objective for this type of marketing communications than is the case for other types of promotional material. After all, legitimate opportunities for ISV staff to engage with channel partners outside of joint sales calls are usually rare. Therefore, it makes sense to use an opportunity to present product awareness information as an occasion, as well, to schedule a follow up telephone call.
The most obvious reason for a follow up telephone call is to ensure that recipients have correctly received the intended message about a specific product, or product line. Certainly it makes sense to enlist the support of channel partner management in this effort. Specifically, efforts must be made to convince channel partner management to encourage their personnel to make themselves available for these follow up telephone calls.
We have participated in quite a number of these efforts where the management encouragement piece was missing. In each of these cases it proved to be very difficult to gain commitment from personnel to speak with us about the product awareness information that they had received. Subsequently we determined that product awareness collateral was less effective as a method of attracting the attention of sales, and maintaining it. Bottom line, a follow up telephone call can be a very powerful method of wrapping up a product introduction for channel partners.
These follow up telemarketing calls should be carefully scripted to ensure that each and every important point has been received by the individuals contacted by the telemarketing team. In fact, we think that the team of telemarketers selected for the follow up telephone call activity ought to be selected by the same marketing communications team responsible for the creation of the product awareness collateral. After all, the purpose of these calls is to ensure that each of the individuals contacted have a useful understanding of the product in question. It is important to note that a “useful” understanding is one that empowers the individual newly empowered with your information to relay the right message along to her contacts in an enterprise IT organization, or even contacts from influential line of business (LOB) units.
Keep in mind that an important objective of the entire product awareness campaign will likely be to multiply the number people broadcasting a correct message about your products, related solutions, and, of most importance, benefits.
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