How AI and ML Can Propel Channel Marketing Automation

Date: January 11, 2023
Author: Ronen Elrom

Data, Data Everywhere

Increasingly, Through-Channel Marketing Automation (TCMA) is superseding CRM and marketing automation as the platform vendors can use to anchor their partner enablement efforts. TCMA allows vendors to not only host sales and marketing resources, but also enable partners to execute and manage sales and marketing campaigns and processes across multiple tactics at scale. What’s more — TCMA empowers vendors’ channel partners, many of whom lack the bandwidth, resources and expertise, manage and optimize those campaigns.

As a veteran data scientist at StructureWeb, I’m always looking for better ways to use TCMA data to improve vendors’ marketing efforts, in part by making those efforts more relevant and more personalized. Two technologies that hold enormous potential to transform channel marketing are Artificial Intelligence (AI) and Machine Learning (ML).

Here, we kick off a new series to examine the role AI and ML is playing in a vendors’ partner enablement strategies — starting with identifying the data AI and ML have to work with.

Data, Data Everywhere

The next evolution of CRM and marketing automation apps, TCMA collects and stores enormous volumes of data, which falls into one of five categories:

  • Content creation: The marketing assets themselves — social posts, emails, landing pages, etc.
  • Content adoption: Which assets are being accessed, downloaded and used by channel partners.
  • Content performance: How effective the assets are in generating leads, opportunities and sales.
  • Product performance: What are the top-selling products, services and add-ons?
  • Partner profile: The relevant details that define a partner’s business.

Used in concert, AI and ML are able to make sense of this unstructured data and detect patterns that would have normally have been difficult to identify. By understanding patterns, these next-gen technologies get to work by performing the following actions:

  • Make intelligent predictions
  • Take independent actions to improve marketing results.
  • Analyze lists
  • Fill in missing data
  • Identify segments
  • Perform predictive analytics
  • Calculate dynamic pricing
  • Provide hyper-personalization
  • Strategically curate and distribute marketing content
  • Dynamically shift channels for optimal impact

In short, AI and ML can unlock meaning and purpose in your data – uncovering and measurable ROI.

Unlocking the potential

A channel marketers’ goal is to deliver relevant content to the right audience at optimal intervals. AI and ML are powerful tools to allow us to achieve marketing objectives with more precision and less effort.

Join me in this blog series where I offer insights about how to leverage the power of AI and ML so you too can transform your channel marketing efforts and gain a competitive advantage. This also ties in well with an ongoing 2023 predictions series by StructuredWeb’s founder & CEO, Daniel Nissan, where he takes a deeper dive into his Top 5 Channel Marketing Trends for 2023, including pieces on Generative AI, ML-Powered Lead Distribution, Marketing Automation and more. To read Daniel’s full predictions article, visit