Through-Channel Marketing
Through-channel marketing (TCM) uses technology platforms to enable manufacturers to deliver automated marketing campaigns through their channel partners (resellers, dealers, distributors, VARs, MSPs) to end customers.
Instead of manufacturers marketing directly OR giving partners materials and hoping they use them, TCM platforms automate partner marketing while maintaining brand control.
Why It Matters
Most partners don't use provided marketing materials. They lack time, expertise, or bandwidth. TCM solves this by making partner marketing effortless.
TCM platforms let partners launch campaigns with one click, increasing participation while maintaining brand consistency.
How It Works
Key Features
Campaign Automation:
- Email campaigns with partner contact info
- Social media posts to partner accounts
- Digital ads with partner location targeting
- Landing pages with partner branding
Brand Control:
- Lock logos, colors, fonts, messaging
- Allow partner customization within guardrails
- Automated compliance checking
Fund Management:
Lead Distribution:
- Route leads to correct partner
- CRM integration
- Attribution tracking
TCM vs Traditional Channel Marketing
Use Cases
Technology Vendors: Enable VARs and MSPs to generate leads locally
Automotive: Dealers run localized campaigns for new models
Franchises: Franchisees market locally within brand standards
Financial Services: Independent agents run compliant campaigns
Implementation Steps
- Assess needs: How many partners? Current participation rate?
- Choose platform: Zift, Impartner, Allbound, Zinfi, Channeltivity
- Build campaign library: Start with 5-10 high-impact campaigns
- Train partners: Show them how to launch in 2 clicks
- Launch pilot: Test with 20-30 partners for 90 days
- Scale: Roll out to full network
Popular TCM Platforms
- Zift Solutions - Comprehensive TCM with strong automation
- Impartner - PRM with TCM capabilities
- Allbound - Modern PRM with channel marketing
- Zinfi - Enterprise-level TCM
- Channeltivity - Mid-market PRM with TCM
Related Terms
- Distributed Marketing - Broader strategy TCM enables
- Market Development Funds - Budgets funding TCM campaigns
- Co-op Advertising - Programs tracked through TCM
- Company Store - Physical materials portal
Bottom line: TCM transforms channel marketing from manual and slow to automated and scalable. Partners launch campaigns in clicks, not weeks.