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An ideal partner profile (sometimes called an ideal partner persona) is a research-based profile that describes the traits and characteristics of your best-fit partners. It can be a valuable tool for recruiting more high-value partners and catering to their needs to enable them to succeed.
An ideal partner profile is similar to an ideal customer profile. It involves a detailed description of a partner that would benefit most from your program and who would be the most engaged and successful. Attributes to consider include company size, industry, their customers, their culture and values, and their product. Once you have a sense of who your ideal partner is, you can tailor your program and its marketing to this kind of partner.
Example: Lulu created an ideal partner program for her channel partner program. She determined the ideal partner was a midmarket software company with a similar customer base and a siimlar work culture and value set.
An inactive partner is a partner who has joined your program, but has not performed activities that drive value for your business or has not done so in a long time. Inactive partners fail to send leads and traffic or make sales and do not actively engage with your program.
There are several potential reasons for partner inactivity and a few different ways you can attempt to reactivate inactive partnerships, which you can learn about here. Inactive partners may never activate, or they may go inactive after a period of activity.
Example: You realize a referral partner hasn't sent any leads in several months, making them inactive. You reach out to them and find out their business was acquired, so you start a discussion with their new ownership about rekindling your partnership.
Inbound recruitment, formerly referred to as passive recruitment, is the process of attracting new potential partners to your program that arrive as inbound traffic. This means they find your business and program on their own, rather than through you going out and pitching your program to them.
An essential part of inbound recruitment is an excellent landing page for your program, which is where potential new partners will learn about its benefits and see how they can apply. Partners found through inbound recruitment may not be a perfect fit for your program, but they come with an established level of interest. It's important to vet them through an application process to only establish partnerships with the right counterparts.
Example: Luna spent a lot of time refining her partner program landing page so that inbound partners could have a smooth, informative beginning to the recruitment process.
In marketing, incrementality is a metric of how marketing and advertising increase desired conversion rates, such as revenue, website traffic, and profitability. It refers to growth, traffic, and revenue that can be attributed to marketing efforts.
Incrementality can point to how much a certain campaign, channel, or project affected metrics like revenue and traffic. The point of incrementality is to prove the impact of a marketing variable by isolating it. Incrementality can be measured in a few ways, including holdout tests and multivariate tests.
Example: To test the incrementality of a new newsletter design, Cole ran a holdout test with two subject groups. He found the new design increased click through rates by 6%.
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An independent software vendor (ISV) creates, markets, and sells software that runs on one or more computer operating systems (OS) or cloud platforms. In other words, an ISV is a company that distributes its own software. ISVs often distribute their software on marketplaces. Hardware providers, operating systems, and cloud platforms can all offer ISVs on their marketplace, but they'll only accept, or ISV certify, the ones with the best or most relevant software.
Independent software vendors build software for human use, which distinguishes them from original equipment manufacturers (OEM) who normally develop software for backend use. Computer hardware and operating system companies (for example, Microsoft, Apple, and Google) often include ISVs in special partnership programs. This is because the more applications that can run on a platform, the more value it can generate for the platform provider.
When it comes to cloud computing, ISVs often sell their software on a software as a service (SaaS) basis, through platforms like SalesForce AppExchange and Microsoft Azure.
Example: Joino developed its own software, which was ISV certified on Amazon Web Services (AWS). AWS sold the software to end users, and Joino enjoyed a healthy profit.
An indirect channel is a sales channel in which goods and services are sold indirectly from the producer through independent middlemen to final users. If there is any intermediary between the producer and the end user, the sales channel can be considered indirect. To contrast, direct channels involve purchasing by the consumer directly from the producer.
Reseller programs are a kind of indirect channel wherein partners sell a producer's product on their behalf. Indirect channels allow producers to sell more product by reaching a wider audience through their partners and outsource the sales process to their teams.
Example: An indirect channel allows users to easily find your services through wholesale distributors that may already have a built-in customer base.
A marketing method products and services are not directly sold to customers, but rather through partnered organizations, like a reseller, agency, or affiliate marketing partner.
Indirect sales are often used in conjunction with direct sales channels. Utilizing indirect sales can increase scale rapidly for B2B SaaS companies since they tap into the reseller or partner's existing network while also decreasing overhead costs.
Example: Indirect sales mean that there is no direct contact between the software company and the buyer.
A person who has the ability to persuade their trusted audience or following on purchase decisions by promoting or recommending products and services through their social platforms.
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