AI Tools Every Product Marketer Should Know in 2025

Product marketing has always been about storytelling: crafting the right message for the right audience at the right time. But when you’re managing a portfolio of products with different target customers, scaling that storytelling becomes a challenge.

One of the biggest hurdles I’ve faced is balancing personalization with efficiency. Each audience needs relevant, tailored messaging, but resources are often limited. AI is helping to bridge that gap.

AI tools can help product marketers do more with less by automating research, creating targeted content, optimizing campaigns, and analyzing performance. With so many AI solutions available, where should product marketers focus?

Below is a high-level overview of some of the most impactful AI tools in product marketing today. If any of these areas resonate with you, drop a comment. I’d be happy to explore a deep dive in a future post.

AI for Market Research & Competitive Analysis

Keeping up with competitors and industry trends requires constant research. AI automates much of the heavy lifting.

• AlphaSense uses AI to scan industry reports, earnings calls, and news sources for relevant trends.

• ChatGPT & Gemini (paid versions) can analyze market data, summarize research, and extract key takeaways.

• Crayon tracks competitor messaging, product updates, and pricing changes, delivering real-time insights. It also helps build real-time competitive battle cards for sales teams.

Why it matters: AI removes the grunt work from competitive analysis, allowing product marketers to focus on strategy instead of manually tracking industry shifts. It also enables sales teams to use up-to-date battle cards and competitive positioning insights.

AI for Content Creation & Messaging

Creating high-quality content at scale is one of the toughest challenges for product marketers, especially when juggling multiple products and audiences.

• Copy.ai focuses on product descriptions, website copy, and marketing materials with quick, customizable outputs.

• Jasper is an AI-powered copywriting tool that helps generate blog posts, ad copy, and email campaigns.

• Writer is designed for enterprises, ensuring AI-generated content stays on brand and adheres to company guidelines. Writer is evolving quickly and moving into the enterprise workflow space.

Why it matters: AI doesn’t replace human creativity but accelerates ideation and execution, freeing up time for more strategic initiatives. Product marketers can also use these tools to quickly create sales playbooks, one-pagers, and FAQs for internal teams.

AI for Personalization & Customer Segmentation

When marketing a portfolio of products to different customer segments, AI ensures that the right message reaches the right audience.

• 6sense uses AI-driven intent data to identify high-value customer segments.

• Leadspace offers AI-powered audience segmentation and lead scoring for B2B marketing.

• Mutiny personalizes website content dynamically based on visitor behavior.

Why it matters: AI removes the guesswork from segmentation, ensuring marketing efforts focus on the most valuable audiences. These insights also help sales teams prioritize outreach based on AI-powered lead scoring.

AI for Email Marketing & Automated Campaigns

Email is still one of the highest ROI marketing channels, but personalization and optimization are key to standing out in crowded inboxes.

• Drift (Salesloft) automates AI-driven email nurturing and follow-ups.

• PathFactory creates dynamic content experiences based on user behavior via email.

• Seventh Sense optimizes email send times with AI to maximize engagement.

Why it matters: AI helps product marketers move beyond batch-and-blast emails to deliver more relevant, timely communications. It also ensures sales teams receive the right content at the right time for follow-up.

AI for Social Media Management & Engagement

Social media isn’t just a brand awareness tool; it’s a valuable channel for product marketers to track how their products, messaging, and competitors are being discussed in real time. Whether it’s identifying pain points from customer conversations, optimizing product launch messaging, or enabling sales teams with social insights, AI can help make sense of the noise and surface the most relevant data.

• Brandwatch monitors brand perception, customer sentiment, and industry conversations to refine positioning and messaging.

• Lately AI repurposes long-form content, such as blog posts and whitepapers, into social-friendly formats that reinforce key product narratives.

• Sprout Social uses AI for social listening, trend tracking, and engagement analytics, helping product marketers see how audiences react to messaging and campaigns.

Why it matters: AI helps product marketers track real-time feedback on messaging, feature launches, and competitive positioning without manually monitoring every conversation. It also ensures product marketing teams can quickly adapt content for social audiences.

AI for Sales Enablement & Competitive Readiness

Sales teams rely on product marketers for battle cards, competitive insights, and playbooks. AI helps generate and maintain these materials efficiently.

• Crayon (also featured in Market Research) provides real-time competitive intelligence for sales teams.

• Gong analyzes sales conversations and highlights winning strategies based on real prospect and customer interactions.

• Seismic automates the creation of battle cards, sales playbooks, and training content.

Why it matters: AI ensures sales teams have up-to-date, data-backed materials that help them position products effectively and close deals faster.

AI for SEO & Website Optimization

For product marketers, SEO isn’t just about driving organic traffic; it’s about ensuring the right audience finds the right product messaging at the right time (seeing a theme here?). Whether optimizing a product landing page, refining messaging for search intent, or ensuring content aligns with competitor strategies, AI helps product marketers make smarter decisions about how their products are discovered online.

• Clearscope analyzes top-performing content and suggests improvements to align with search intent, ensuring product pages and blog content rank for relevant queries.

• Semrush delivers AI-powered keyword research and competitive analysis, helping product marketers understand how competitors position similar products.

• SurferSEO provides AI-driven recommendations to optimize content for search rankings while maintaining readability and brand voice.

Why it matters: AI helps product marketers refine messaging for search, optimize product discoverability, and ensure content strategy aligns with customer search behavior.

AI for Performance Tracking & Analytics

With so many moving parts in product marketing, AI-powered analytics tools make it easier to track performance and spot trends.

• Adobe Sensei uses AI to detect patterns, anomalies, and predictive trends in customer engagement.

• Domo transforms marketing data into interactive dashboards with AI-generated insights.

• Tableau identifies trends and anomalies in marketing performance data.

Why it matters: AI sifts through complex data sets quickly, allowing product marketers to make faster, more informed decisions.

Where Do You See AI Making the Biggest Impact?

AI is helping product marketers scale personalization, optimize campaigns, and track performance more effectively than ever before. It is also a powerful tool for equipping sales teams with battle cards, playbooks, and real-time competitive insights.

But AI isn’t always a silver bullet. It works best when paired with human judgment, creativity, and strategic oversight.

The Future of Agentic AI in Channel & Partner Marketing

The biggest challenges in channel and partner marketing are time and expertise. Local partners and multi-location businesses already have full-time jobs. Managing marketing campaigns, balancing funds, and optimizing performance often feel like multiple full-time jobs, tasks they aren’t trained for and don’t have time to master.

This is where agentic AI can change the game. Instead of tools that require constant input, AI can act like an expert marketing intern who arrives fully trained, understands marketing better than you do, and autonomously handles complex workflows without needing constant oversight.

But this transformation won’t come from a single AI agent. The future of channel and partner marketing will be shaped by multiple AI agents working in coordination, some acting on behalf of the partner and others supporting the brand. These agents will interact seamlessly to create a more intelligent, responsive, and adaptive marketing ecosystem.

Scaling Creative While Connecting Locally

Today’s generative AI tools can produce images and copy at scale. Still, the future of AI in channel and partner marketing will go further by ensuring that creative resonates at the local level.

• A creative AI agent will generate dynamic creative that aligns with regional preferences, seasonal trends, and specific consumer behaviors within a hyperlocal market.

• A content optimization AI agent will analyze performance data to predict the best-performing creative for each partner, continuously refining recommendations based on real-world performance data.

• A brand AI agent will ensure that all marketing collateral remains within guidelines while allowing room for localized customization, balancing compliance with flexibility.

This means marketing assets will not just be customizable but intelligent, adjusting in real time to improve engagement and conversions.

Smarter Funds, Faster Reimbursements

Fund utilization remains a major pain point, with many partners leaving money on the table due to slow, manual processes. AI will remove these barriers by introducing specialized AI agents that automate fund management while keeping human oversight where needed.

• A funding AI agent will pre-fill fund requests based on past activity, sales data, and available budgets, ensuring partners do not have to research eligibility manually.

• A compliance AI agent will check requests against program rules, automatically approving those that meet criteria and escalating exceptions for review.

• An OCR AI agent will process reimbursements by scanning invoices, verifying eligibility, and accelerating approvals without manual intervention.

By introducing intelligent, interconnected agents, fund management will shift from being a bureaucratic hurdle to an integrated, automated experience. And we are already seeing these agents in action. These advancements are transforming fund management from a reactive process to a proactive strategy, ensuring partners always have access to the resources they need to market effectively.

AI as Your Marketing Strategist

DIFM (Do It for Me) services offer a powerful way for partners to execute marketing without heavy lifting. Still, uncertainty, lack of control, or unclear ROI often hinders adoption. Agentic AI will change this by making DIFM services more personalized and performance-driven.

• A marketing strategy AI agent will analyze partner performance and enroll in the right services based on what is working for similar businesses.

• A budget AI agent will reallocate funds to the highest-performing campaigns instead of locking partners into static spending models.

• A campaign AI agent will monitor engagement, suggest adjustments, and provide insights on future marketing opportunities.

With these AI agents working in tandem, DIFM will evolve from a pre-set service model to a dynamic, AI-driven experience tailored to each partner’s needs.

From AI Assistance to AI Autonomy

A single AI assistant will not define the next phase of AI in channel and partner marketing, but a network of AI agents working together at both the partner and brand levels will.

• AI agents will actively monitor campaigns, budgets, and approvals, reducing the need for partners to log in and take action manually.

• AI will continuously learn from past decisions, refining and personalizing recommendations over time.

• AI-driven orchestration will bridge the gap between partners and brands, ensuring that local marketing efforts are independent and aligned with corporate strategies.

The way we interact with AI is evolving rapidly. The next year will see yet another shift in how brands, partners, and marketing platforms engage with AI-powered systems. Businesses that embrace this transformation will create a seamless, high-performance channel and partner ecosystem where partners can focus on running their business instead of figuring out how to market it. That said, there will undoubtedly be AI agents for that, too.

12 Days of OpenAI: What Marketers Can Take Away (So Far)

We’re halfway through OpenAI’s “12 Days of AI,” and the updates are already coming fast. Not every release is included here, as some, like Day 2, may be exciting but don’t yet impact the daily tasks of most marketers. That said, the ones that follow stand out for their potential to change how marketing teams work. For marketers, whether leading a national brand’s channel strategy or running local campaigns, it’s a lot to process. Even for those of us who work closely with AI every day, keeping up with the pace of innovation can feel overwhelming.

Beneath all the announcements and technical jargon are real opportunities. OpenAI’s latest features are not just interesting innovations. They have the potential to solve some of the daily challenges marketers face in scaling content, improving collaboration, and maximizing ROI. Here’s a breakdown of the updates and the opportunities they bring.

The o1 Model: Advanced Reasoning for Smarter Marketing

(Launched on Day 1)

The o1 model’s advanced reasoning capabilities make it feel like a marketing strategist built into your toolkit. For small marketing teams that often struggle to address complex problems like co-op fund allocation, refining incentive programs, or analyzing partner performance, the o1 model can act as a dedicated marketing strategist. Many teams continue running the same programs year after year simply because they lack the resources to dive deeper into these challenges. With the o1 model, they gain a powerful assistant to take on this strategic heavy lifting.

Imagine having a strategist who can predict which partners will most likely deliver ROI based on past campaign data or help refine incentive structures to motivate performance better. For corporate marketers, the o1 model offers strategic insights to address these challenges and break free from repetitive programs. For local marketers, it can go a step further by providing hyper-targeted campaign suggestions that seamlessly blend local audience insights with the overarching brand strategy.

This isn’t just about crunching numbers. It’s about turning unresolved complexities into clear, actionable strategies that finally move the needle.

Sora: Scaling Video Without Breaking the Bank

(Launched on Day 3)

If you have followed my posts or discussed marketing and AI with me, you know my hope for GenAI video content. I was bullish on the advancements for 2024 but ultimately disappointed as the year progressed; however, Sora is refueling my excitement and hope. Video marketing is one of the most effective tools available, but it is also one of the most expensive and time-consuming. OpenAI’s Sora text-to-video tool has the potential to democratize video creation, particularly for small and local businesses that have traditionally been priced out of professional video production.

Creating high-quality, community-specific video content has always been challenging for local marketers due to limited resources. Sora changes this by empowering local businesses to produce polished videos tailored to their unique customer base and community without requiring a large budget or production team. These videos can align more closely with local needs while maintaining a professional standard.

Corporate marketers benefit, too, as Sora is poised to enable customizable video templates that local marketers can adapt. This strikes a balance between maintaining brand consistency and allowing for localized creativity. Channel marketers often want local partners to use corporate-approved assets with minimal customization, but Sora has the potential to allow marketers to bridge the gap between global guidelines and local relevance.

By lowering the barriers to video production, Sora fosters a more dynamic and inclusive marketing environment where corporate and local teams can collaborate effectively to deliver content that truly resonates.

Canvas: Writing Gets an Upgrade

(Launched on Day 4)

Canvas could quietly become a marketer’s best friend by streamlining workflows and cutting out inefficiencies.

There are great AI writing tools for marketers, such as Jasper and Writer. Don’t get me wrong, I love both of those tools, but they live in their own ecosystems. Canvas gives you a collaboration experience directly with ChatGPT. If you’re like me and have given ChatGPT feedback on something to have it continually rewrite and rewrite the entire piece, getting rid of that annoyance is a big deal.

If you’re already heavily relying on ChatGPT for your genAI needs, Canvas will become your best friend.

Advanced Voice Mode with Video

(Launched on Day 6)

Corporate marketing teams are often overwhelmed with the field’s support needs. OpenAI’s Advanced Voice Mode with Video is a promising enhancement, allowing users to share a video of what they see or a screen share of their device. This functionality has the potential to enhance how support is delivered without requiring additional staff.

Imagine a local marketer struggling to navigate a new tool or campaign instructions. Instead of lengthy email threads or frustrating phone calls, they can now share their screen or video feed in real-time with ChatGPT, which provides immediate guidance.

This feature is designed to enhance collaboration by allowing users to share visual information while ChatGPT provides relevant suggestions or context in real-time.

Projects: The Organization Hub We’ve Needed

(Launched on Day 7)

For power users of ChatGPT, keeping track of past conversations and outputs can often feel like scrolling through an endless archive. Projects simplifies this by providing a central hub to organize your work directly within ChatGPT. It allows you to store and manage your existing conversations and outputs, making it easier to revisit and reuse your work efficiently.

For marketers, Projects provides an easy way to revisit and manage ChatGPT-generated strategies, campaign work, and brainstorming outputs. This feature prioritizes organization and efficiency, making it a practical addition to any marketing workflow.

Overwhelmed? You’re Not Alone

If you feel like you can barely keep up with all these updates, you are not alone. Even for those of us who follow AI developments closely, the pace of innovation is relentless. It is easy to get caught up in the excitement without knowing where to start.

The good news is that these tools have the potential to address specific challenges, especially for teams already exploring AI-based workflows. You do not need to adopt everything at once. Start with the feature that aligns most closely with your needs. Sora could help if video production is a bottleneck. The o1 model could provide clarity if decision-making feels overwhelming. By starting small, you can build confidence in these tools and integrate them into your strategy over time.

As we approach the second half of OpenAI’s 12 Days, it is clear that more updates are on the horizon. Based on what we have seen so far, these tools will continue to push boundaries and expand opportunities for marketers.

I will be watching closely to see what comes next. As new features roll out, I will focus on identifying the tools that simplify workflows, scale efforts, and strengthen collaboration across teams and partners.

What feature are you most excited about so far? Let’s keep the conversation going and make sense of what these changes mean for the future of marketing.

Insights on the Changing Insurance Landscape

The property and casualty insurance industry is at a crossroads, facing challenges from climate disasters, shifting marketing strategies, and the rise of direct-to-consumer sales. These developments necessitate a strategic reevaluation by both national carriers and local agents to adapt and innovate. The reduction in co-op marketing funds and the shift towards direct sales channels particularly highlight the need for local agents to find new ways to stay competitive and relevant.

The impact of climate disasters on the insurance industry

Extreme weather events and escalating losses from climate disasters are significantly reshaping the property and casualty insurance space. States like California and Florida are particularly affected, with insurance carriers pulling back from expansion due to the increasing costs associated with these climate-related incidents.

This market contraction necessitates a reassessment of current strategies and offerings. The financial strain from frequent and severe weather events makes it imperative for national and local insurers to rethink their risk management and coverage approach. With their substantial financial resources, national insurance carriers can often withstand these extreme weather events. However, local agents, who operate on tighter margins and the policy programs from national, are feeling the threat more acutely.

But national carriers pulling out of states isn’t the only risk to the survival of local insurance agents. Reducing co-op marketing funds is another critical challenge that demands innovative solutions.

The evolution of co-op marketing programs

Co-op marketing programs have historically played a pivotal role in supporting local insurance agents by facilitating cooperation with larger insurance companies. These programs have provided critical marketing funds, helping agents amplify the brand and attract customers within their communities.

Recently, there has been a significant shift as insurance companies scale back these programs, prompting a re-evaluation of marketing strategies—this reduction in funding forces local agents to seek alternative ways to market their services effectively.

Without the support of co-op marketing funds, local agents need to explore innovative strategies that do not heavily rely on these resources—do more with less, essentially. Strengthening community connections, sharing compelling local stories, and building a brand centered on trust and reliability become increasingly important. Agents must find ways to leverage their deep community ties and local knowledge to maintain and grow their customer base.

While the rise of marketing artificial intelligence (AI) tools now enables corporate marketers to execute sophisticated, hyperlocal campaigns with input from local agents, the focus must remain on how these technologies can complement the agents’ efforts rather than replace them. By integrating AI tools, agents can enhance their marketing efforts and ensure they remain competitive in this evolving industry.

The impact of direct-to-consumer sales

The increasing prevalence of direct sales channels is one of the most transformative shifts in the insurance industry. Digital platforms allow insurance companies to reach consumers directly, bypassing traditional agencies. While this approach offers efficiency and cost savings, it also challenges the traditional role of local agents.

The shift away from co-op marketing fund programs and toward direct-to-consumer sales strategies poses a significant challenge to local agents, particularly those who are captive agents selling only that national carrier’s products. These agents face increased competition from their own carriers’ direct sales initiatives, which can erode their customer base and market share.

On the other hand, independent agents have the flexibility to adjust their strategies based on the level of support they receive from various national carriers. They can prioritize partnerships with careers that continue to invest in co-op marketing programs and provide robust support for local marketing efforts. For captive agents, however, the situation is more precarious. Suppose their affiliated carrier withdraws co-op funding and moves toward a direct-to-consumer model. In that case, they may need to reconsider their business model and explore opportunities to become independent or diversify their product offerings.

The challenge for national carriers in a direct-to-consumer sales model is effectively executing hyperlocal marketing and delivering the right message to the right consumer at the right time. Fortunately, marketing AI tools can assist with this by enabling precise targeting and personalized marketing strategies that resonate with local consumers.

Local agents must redefine their value proposition in this evolving landscape. Emphasizing personalized service, strong community ties, and local expertise can help them stand out from digital-only platforms. By leveraging AI-driven marketing tools, they can enhance their outreach efforts and maintain a competitive edge.

Embracing change and innovation

The property and casualty insurance industry is at a crossroads, with climate disasters, shifting marketing strategies, and the rise of direct-to-consumer sales reshaping the landscape. These challenges underscore the need for national carriers and local agents to adapt and innovate together.

For local agents, the path forward involves embracing new technologies, such as marketing AI tools, to enhance their efforts and maintain their competitive edge. By leveraging these tools, agents can execute precise, hyperlocal marketing strategies that resonate with their communities. Strengthening community connections and building a brand centered on trust and reliability will be key to thriving in this evolving market.

While transitioning away from high-risk markets, national carriers must continue supporting their local agents. The unique value that local agents bring - personalized service, deep community ties, and local expertise - remains indispensable. By balancing direct sales initiatives and empowering local agents with the right tools and support, carriers can ensure (pun intended) a comprehensive approach to serving their customers.

As we move forward, it is crucial for all stakeholders to stay informed about industry developments and strategically adjust their approaches. National carriers’ and local agents’ resilience and adaptability will determine their success in this dynamic environment. By working together and embracing innovative solutions, we can shape a future where the property and casualty insurance industry continues to thrive, meeting the diverse needs of our communities while remaining a pillar of trust and reliability.

An Early Adopter’s Reflections on the Apple Vision Pro

When I secured my Apple Vision Pro on its launch day, it was less an act of fandom and more a continuation of a tradition. Though I hesitate to label myself an Apple Fanboy, I am deeply ingrained in the Apple ecosystem. From the first iPhone in 2007 to the Apple Watch, I am an early adopter, particularly to the allure of simplicity and innovation that Apple products promise.

My Apple journey began in college with an iPod (it seemed like a prerequisite for college) and a MacBook Pro. I wasn’t bought into Apple at this stage; I just really enjoyed a MacBook over a Dell. The iPhone bought me in. Watching Steve Jobs unveil the iPhone in January 2007 was a moment of intrigue for me. Until then, I had been rocking a flip phone despite many friends adopting Blackberry. Don’t get me wrong, I thought the Blackberry was cool with BBM and the scroll wheel on the side, but it wasn’t pulling me in the way the iPhone did. The touch screen approach, three devices in one (iPod, phone, and internet), and the dynamic keyboard were the innovations I wanted without realizing what exactly they were until that moment. The leap for me wasn’t just about adopting new technology but embracing a vision for a simplified yet profoundly more capable digital lifestyle.

A much younger me taking an embarrassing mirror selfie with the original iPhone

The iPad’s arrival further solidified my belief in Apple’s vision. The decision to purchase wasn’t immediate; I was skeptical about its utility beyond being a larger iPhone. However, that month, a compelling story unfolded across the Atlantic, which changed my perspective entirely. If you don't recall, one of Iceland’s volcanos completely wrecked European flight travel for a good week in April 2010. The Prime Minister of Norway, stranded in New York due to the volcanic ash cloud, was running his country from his iPad. This wasn’t just a device for consuming media or playing games (while it is certainly great at both of those things); it was being used as a tool for governance, capable of managing a country’s affairs from thousands of miles away. If a nation could be governed through an iPad, surely my personal and professional needs could be easily met.

Norwegian Prime Minister Jens Stoltenberg running Norway from his iPad while stranded in New York. Source: CBS NEWS

The Apple Watch was a no-brainer for me. I’ve always worn a watch, but I’m not a fancy-watch guy. The Apple Watch’s health and fitness features didn’t resonate; I never owned a Fitbit. What pulled me in was the notifications without having to pull out my phone and the ability not to be physically tethered to my phone at all times. Let’s chalk this up to another ‘take my money, Apple’ moment.

This long-winded preamble brings us to the Apple Vision Pro. My anticipation was not driven by a desire to own the latest Apple device but by understanding its potential to redefine my interaction with technology. The Vision Pro is undeniably a marvel; its immersive experience is unlike anything on the market. Yet, integrating it into my daily life has been challenging, especially with the demands of a busy household.

Something only my wife knows about me is that I read “Ready Player One” almost annually. In many ways, the Apple Vision Pro feels like a stride towards that future - offering a glimpse into immersive technology without the dystopian strings attached. Each reading session is a spark for my imagination, fueling my daydreams of what’s to come. When I first tried on the Apple Vision Pro, it felt like a piece of that future. Here is a device that could potentially bridge the gap between the physical and digital worlds in ways we’ve only begun to explore. This intersection of reality and virtual possibility interests me the most. The Vision Pro, despite its current limitations, is a beacon of what’s possible.

Surprisingly, the weight of the Vision Pro, a consistent concern among other reviews, hasn’t been an issue for me. The device’s heft is a small price to pay for the overall experience it provides. The solo knit band, in particular, has been perfect for me over the dual loop band alternative.

Mirroring my laptop screen into a vast, virtual expanse is a feature that epitomizes the Vision Pro’s allure. It promises a seamless blend of our digital and physical lives, though not without its caveats. Relying on a physical keyboard due to the virtual keyboard’s less-than-optimal functionality is a pain.

Where the Vision Pro shines is in content consumption and travel. Watching movies or revisiting photos and videos of my family becomes an immersive experience that’s hard to step away from. The ability to work on sensitive product strategies or presentations in my virtual environment's privacy, undisturbed by a seatmate's curious eyes, is unmatched. This benefit alone underscores the transformative potential of the Vision Pro for professionals on the go, offering a blend of privacy and convenience. Add on the capability of making a movie the size of a theater screen on an airplane; why wouldn’t you want this on a plane?! I’ll tell you why. It takes up 10x the amount of room compared to my iPad.

When it comes to listening to music or podcasts, the Apple Vision Pro hasn’t replaced my AirPods. The simplicity and convenience of my iPhone and earbuds, without the need for a bulky headset, remain unmatched. Similarly, managing emails on the Vision Pro, while feasible, hasn’t proven essential. It’s an interesting feature, indicative of the device’s potential, but it feels more like a novelty rather than a necessity.

However, this brings me to the concept of the S-curve in innovation. The Apple Vision Pro, like many first-generation products, sits at the initial phase of this curve - introducing groundbreaking technology with room for refinement. The S-curve illustrates the lifecycle of innovation: a slow start, rapid acceleration as adoption grows, and eventual leveling off as the market saturates. The Vision Pro’s current limitations are characteristic of this early phase, with significant potential for growth and improvement in future iterations.

Reflecting on my time with Apple’s products, from the iPhone to the Vision Pro, it’s clear that my commitment stems from a belief in technology’s power to transform our lives. While the Vision Pro may not fully integrate into my daily routine, its potential for reshaping personal and professional landscapes is clear. I was speaking with a friend last week about a different scenario - one where if I lived alone without a TV or computer - Apple Vision Pro would be the perfect device. It encapsulates entertainment, productivity, and connectivity in a single package. Yet, my reality is different. I share my life with my wonderful wife and son, and our digital experiences are communal, tethered to devices like the TV and computer that accommodate shared moments.

The Apple Vision Pro, while a significant leap toward the future of personal technology, illuminates a crucial aspect of our digital journey. It’s not just about the individual experience but how these technologies fit into the tapestry of our lives, enriching our connections with others and the world around us. As we edge closer to the visions of the future painted in novels like “Ready Player One,” the challenge remains to integrate these advancements in ways that enhance, rather than encroach upon, our connections with those in our lives.

The Opportunity of AI-Created Video Marketing for Hyperlocal Businesses

At a time when the marketing landscape continues to be reshaped and transformed by digital channels, 2024 is a pivotal year, particularly for hyperlocal marketing strategies. At the heart of this transformation is a tool that has long been considered both powerful and prohibitive: video marketing. But as we navigate this year, the democratization of video content creation through advanced generative AI is not just a possibility; it’s a game-changing reality.

Video marketing has been acknowledged as a key player in effective marketing strategies for years. However, the challenges of high production costs and extensive time investments have often kept this tool out of reach for many, especially local businesses. But in 2024, generative AI is flipping the script (pun intended). We will witness a significant shift in marketing strategies as AI tools democratize the creation of high-quality video content, making what was once a costly endeavor accessible and affordable.

Generative AI isn’t new to us, even though it is new. Generative AI enables brands to produce captivating copy and artwork in moments. Its impending extension to video marketing promises a significant shift for smaller companies and smaller budgets. AI-generated video will empower marketers and affiliates to produce effective, professional-grade video content with a significantly lighter lift, bringing about a newfound ease and accessibility.

This evolution in video marketing is a boon for local businesses. It’s a chance to level the playing field, allowing them to compete with national brands more effectively. We will undoubtedly see a new wave of creativity and personalization in marketing communication.

Think about the charm of homemade, low-budget commercials on local networks. In Cleveland, we have Norton Furniture, known for decades for its strange and unusual late-night commercials. If you’re a fan of the television show “Friends,” you likely remember Janice’s husband, The Mattress King, and all of his quirky commercials. These types of commercials been a staple of hyperlocal marketing, yet they pale in comparison to the polish of national campaigns. With AI-driven video creation, these local businesses will be able to make a significant impact, combining the authenticity of their local appeal with the sophistication of high-quality video content.

This democratization of video marketing won’t be without its challenges for big brands. The rise of local affiliates experimenting with video AI necessitates the creation of guidelines to ensure brand consistency and compliance across video content. It’s a delicate balance to strike - maintaining brand identity while empowering local affiliates to express their unique voice within the brand’s framework.

As we venture deeper into 2024, the integration of AI in video marketing will not just be a trend but a transformative tool that reshapes the landscape of hyperlocal marketing. It will offer an unprecedented opportunity for local businesses to elevate their marketing strategies while posing a strategic challenge for larger brands to elevate their marketing strategies while supporting their local affiliates.

The future of hyperlocal marketing is here, and it’s powered by AI. For businesses big and small, it’s a time to embrace this change, harness the power of AI-driven content, and rewrite the rules of engagement in this AI-powered digital age.

Maximizing Local Affiliate Marketing: Integrating a Recommendation Engine for Data-Driven Insights

January 17, 2024 - This was originally posted on BrandMuscle.com

Maximizing local affiliate marketing can often be easier said than done.

In today’s fast-paced marketing world, the challenge for corporate marketing teams (and agencies) supporting local affiliates is not just about creating impactful campaigns but ensuring these campaigns resonate with local markets while aligning with overarching brand strategies.

This is where the integration of a sophisticated marketing recommendation engine comes into play, offering a powerful blend of data-driven insights, personalized strategies, and brand-consistent messaging. To better understand the transformative impact a recommendation engine can have, let’s delve into specific scenarios where such a system can provide invaluable guidance to local affiliates.

Real-world use cases for recommendation engines

Weather data integration: the snow blower scenario

Consider a dealer specializing in snow blowers. The recommendation engine, equipped with real-time weather data, forecasts significant snow in the coming weeks. It proactively advises the dealer to ramp up marketing efforts, much like many retailers’ strategic placement of Christmas decorations immediately after Halloween. This timely move ensures the dealer’s offerings are front and center in consumers’ minds, even before they actively seek to purchase. It’s about creating a lasting impression and positioning the brand as the go-to option when the need finally arises.

Key tactics:

• Localized advertising: Targeting ads in hyper-local areas expecting heavy snowfall.

• Educational content: Sharing tips on snow blower maintenance and snow removal safety, fostering brand trust and authority.

• Timely promotions: Offering early-bird discounts or special deals. This approach, reminiscent of early holiday marketing in retail, ensures that the dealer is top-of-mind for consumers when the need arises.

Foot traffic data: counteractive leakage to competitors

Consider a sports equipment store experiencing a decline in foot traffic. The engine, analyzing foot traffic data, pinpoints this trend and sees customers going to a local competitor. This insight is crucial for timely intervention, and the engine can recommend a competitive conquesting campaign.

Key tactics:

• Targeted offers: Crafting discounts or loyalty rewards to win back customers.

• Community engagement: Hosting local events to boost visibility or organizing in-store events to reignite local interest.

• Personalized communication: Reengaging past customers with personalized messages and direct messaging to lapsed customers with tailored offers or new product announcements.

Search traffic data: staying ahead of market trends

In a world driven by digital searches, staying attuned to customer search trends is vital. For example, if the AI recommendation engine for a home improvement retailer notices an uptick in searches for eco-friendly products, it can provide invaluable guidance to capitalize on this opportunity.

Key tactics:

• Targeted content: Creating blogs, videos, and social media content on eco-friendly home improvement solutions.

• SEO optimization: Updating web content to rank for trending search terms.

• Strategic partnerships: Aligning with eco-friendly brands to expand reach. This strategy not only meets current market demands but also positions the retailer as a thought leader in sustainable solutions.

The recommendation engine’s core capabilities

Personalization and brand alignment

The marketing recommendation engine excels in crafting strategies that are highly personalized to hyper-local demographics and preferences while simultaneously ensuring that these efforts align seamlessly with the overarching brand narrative. This dual focus is essential for creating marketing campaigns that are both hyper-locally impactful and globally consistent.

Engagement and impact

The true power of a marketing recommendation engine lies in its ability to create campaigns that go beyond mere visibility, fostering deep and meaningful engagement with the target audience. This is achieved through a variety of nuanced strategies:

• Interactive and immersive experiences: By recommending interactive marketing tactics, such as virtual events, interactive social media campaigns, or community-involved initiatives, the engine ensures that marketing is not just seen but experienced by the audience. This creates a more profound connection and a memorable brand experience.

• Personalized messaging: This engine analyzes customer data, data that is often ignored by local affiliates or simply something they are not trained to interpret, to craft messages that speak directly to individual preferences and needs, resulting in highly personalized and relevant communication. This level of communication strengthens customer relationships and enhances brand loyalty.

• Emotionally resonant content: Guided by data insights, the engine advises on content that resonates on an emotional and contextual level, whether it’s through storytelling, shared values, or community impact. This approach helps in forming a bond beyond the transactional nature of business.

Continuous learning and adaptation

The recommendation engine is not static; it’s a dynamic system that evolves with each implemented strategy. This continuous learning process is pivotal for keeping local affiliate marketing efforts innovative and relevant:

• Feedback integration: The engine incorporates feedback from each campaign, learning what resonates with the audience and what doesn’t. This information is used to refine future recommendations, ensuring they align with customer expectations and market trends.

• Market trend analysis: The engine continuously scans the market for emerging trends and consumer behaviors, allowing it to adapt recommendations in real time. This agility ensures that marketing strategies are not only current but also predictive of future shifts.

• A/B testing and interaction: A/B testing doesn’t do AI and a recommendation engine justice. It’s really A/B testing on steroids. By facilitating this testing approach with different markets, the engine helps identify the most effective strategies. This process of experimentation and refinement is critical to maintaining cutting-edge marketing approaches.

How to maximize local affiliate marketing

The integration of a marketing recommendation engine represents a paradigm shift in how local affiliates approach marketing. It offers a sophisticated solution where data-informed, personalized strategies coalesce with the brand’s overarching goals, leading to more effective and impactful marketing initiatives.

For corporate marketing teams and agencies, this technology is a game-changer, empowering local affiliates to not only meet but anticipate and shape consumer needs and preferences, setting a new standard in targeted, responsive marketing.

Hyper-Local AI Marketing Trends for National Brands and Agencies

January 5, 2024 - This was originally posted on BrandMuscle.com

Marketing trends are always evolving. But with the emergence of AI, it seems as if strategies are changing faster than ever before.

In the realm of corporate marketing, where national brands leverage local channels such as dealers, distributors, agents, advisors, and retailers, the implementation of artificial intelligence (AI) takes a unique, hyper-local twist.

The challenge for marketing agencies managing local business marketing is to harness AI to create strategies that resonate at the community level. Delving into the nuances of hyper-local marketing, we’ll examine the application of AI trends such as automation, personalization, predictive analytics, chatbots/co-pilots, and natural language processing (NLP). Let’s explore how these trends can be specifically tailored to enhance and transform local-level marketing strategies.

1. Hyper-local automation: enhanced campaign optimization

A standout application of AI can be found in paid media campaigns where AI transcends traditional A/B testing. For instance, an AI system can analyze deeper analytics beyond mere impressions and clicks, identifying which channels yield the highest-quality leads and true conversions.

This data-driven approach enables AI to dynamically reallocate campaign investments, focusing on channels that bring in the most valuable leads. This kind of responsive, intelligent automation ensures that marketing efforts are not just widespread but also strategically targeted for maximum effectiveness.

2. Personalization at the individual level

Personalization can extend beyond local to individual levels, especially in paid media campaigns. A novel example is weather-responsive ad personalization, where AI customizes ad imagery and messaging based on local weather conditions. This means an ad in one town could differ significantly from an ad a few towns over, creating a highly contextual and resonant consumer experience.

Additionally, AI can fine-tune messaging for overlapping consumer personas. If one persona shows indifference to an ad, AI can subtly adjust the copy to align more closely with the persona showing positive engagement, ensuring a more effective and personalized marketing approach.

3. Predictive analytics: adapting to future buyer behaviors

Predictive analytics, which is universally applicable across industries, allows brands and agencies to forecast near-future buyer behaviors.

This foresight enables marketers to tailor their strategies at a hyper-local level, aligning with anticipated consumer actions and preferences. Such proactive adaptation ensures that marketing efforts are not only timely but also highly relevant to the evolving dynamics of local markets.

4. Chatbots and co-pilots: empowering local businesses

Chatbots and co-pilots, when integrated with a marketing recommendation engine, offer immense benefits to local businesses. This AI-powered guidance helps local entities be more proactive in their marketing efforts.

By leveraging predictive analytics, these intelligent tools can provide timely, data-driven recommendations, enhancing the effectiveness of local marketing strategies and fostering a more responsive and agile marketing approach.

5. NLP for simplifying data interpretation

Natural Language Processing (NLP)’s role extends to simplifying the interpretation of complex marketing data for local businesses. Often overwhelmed by intricate charts and graphs, local business owners can benefit from NLP-enabled systems that allow them to ask questions about their marketing performance in plain language.

The AI can respond in simple, understandable terms, providing actionable insights and educating local businesses on optimal strategies for future campaigns. This approach not only demystifies data analytics but also empowers local businesses with knowledge and direction for their marketing efforts.

Empowering hyper-local strategies with AI

The power of AI in hyper-local marketing is not just in its technological prowess but in its ability to make marketing more relevant, responsive, and accessible. For national brands and agencies working with local channels, AI-driven automation and personalization allow for campaigns that are not only efficient but also deeply resonant with local audiences.

Predictive analytics offer a window into future consumer behaviors, enabling proactive and tailored marketing strategies. Chatbots and co-pilots, equipped with marketing recommendation engines, are revolutionizing how local businesses engage with and understand their customers. Moreover, NLP’s role in simplifying data interpretation is a game-changer, making complex marketing analytics accessible and actionable for local businesses.

In this evolving landscape, the integration of AI into hyper-local marketing strategies presents a significant opportunity for national brands and agencies. It empowers them to harness the nuances of local markets, ensuring that their marketing efforts are not only seen and heard but also felt at a community level. By embracing these AI trends, marketers can build more meaningful connections with local audiences, drive deeper engagement, and foster enduring brand loyalty.

Ultimately, the synergy of AI with hyper-local marketing strategies marks a new era of marketing — one that is more personalized, predictive, and participative. As we look to the future, it is clear that AI will continue to play a pivotal role in bridging the gap between national strategies and local execution, driving marketing success in an increasingly connected world.

Why Marketing Agencies Should Embrace AI

September 12, 2023 - This was originally posted on BrandMuscle.com

The rapid advancement of artificial intelligence (AI) is no longer merely a prophecy of the future — it's an undeniable reality shaping our present.

This AI revolution is transforming every facet of marketing agency operations, from talent acquisition and development to pricing models and marketing strategies. It's time for agencies to embrace this seismic shift, seeing it as an opportunity for growth rather than a threat to your existence.

Talent in the Age of AI

The AI revolution has caused a paradigm shift in how agencies view and manage talent. You must reassess and reconfigure your talent pools to thrive in an increasingly AI-driven landscape.

Existing talent, ideally, should be forward-thinking, receptive to AI, and agile enough to adapt to its many implications. However, fear and apprehension around AI are common, even natural. Many worry that the advent of AI may render their skills redundant or obsolete. Agencies must combat these misconceptions by emphasizing the role of AI as an enhancement tool, not a replacement.

The focus should be on training, up-skilling, and re-skilling. By making sure employees understand how AI can make their jobs more efficient and enjoyable, agencies can start to dispel AI-related fears. Reinforcing the message that AI will enhance their performance and job satisfaction is vital for successful adoption and use of the new technology.

Moreover, when seeking new talent, agencies need to target individuals with a sound understanding of AI. Universities, colleges, and free online platforms offer a plethora of AI-focused programs, making them ideal hunting grounds for future hires.

The candidate evaluation process should also adapt to our AI reality. Assessing the candidate's knowledge and experience with AI-based marketing tools can yield insights into their ability to leverage these technologies for the agency and its clients.

Rethinking Agency Pricing Models

The rise of AI poses a significant challenge to traditional agency pricing models. As AI streamlines operations and reduces the time needed for client deliverables, agencies are under increasing pressure to lower retainer costs. This dynamic necessitates a major overhaul of the pricing strategy.

While shifting to value-based pricing is often difficult due to its inherent subjectivity, it could become an inevitable change. Alternative models, such as the percentage of media spend, can also be considered. When agencies utilize AI for dynamic content or spend optimization, they often deliver a higher return on investment (ROI), providing a justified basis for charging a higher percentage of the media spend.

Evolving Your Agency Strategy with AI

AI is not merely a trend — it’s a game-changer. The new technology is revolutionizing the way agencies strategize and conduct business. While many agencies may not have the in-house technical capabilities needed for dynamic content or spend optimization using AI, they should not rule out external partnerships or even acquisitions.

If there's a risk of AI tools cannibalizing agency services, your strategy needs to evolve. Agencies must scrutinize their main areas of value delivery and assess whether they can risk a partnership to safeguard growth and scalability in other areas. Can your agency acquire a target to prevent cannibalization? In the AI age, all options should be on the table.

Embrace AI for Big Agency Wins

The AI revolution compels agencies to adapt, rethink, and reinvent. Through strategic talent management, flexible pricing models, and innovative marketing strategies, agencies can ride the wave of AI to serve their clients better and thrive in this new digital age.

It is important to view AI as an ally rather than an enemy. A tool for enhancement, not a threat to existence. A catalyst for innovation, not a barrier to growth. Embracing this mindset will help agencies harness the power of AI and emerge as winners in the digital revolution.

In the end, the key to navigating the AI landscape successfully lies not in resisting change but in embracing it, not in fearing AI but in harnessing its power.

The Future is Here: How AI Is Transforming Marketing

August 30, 2023 - This was originally posted on BrandMuscle.com

Channel marketing is crucial to many businesses' sales strategies, particularly corporate brands that rely heavily on local entities to drive sales.

However, this model isn't without its challenges, and one common hurdle often takes center stage: scaling channel marketing.

The Reality of Local Marketing

Local marketers are the boots on the ground of channel marketing, and they are expected to wear many hats throughout the day. They are administrators, salespeople, human resources, and often even moonlighting as cleaning crews in smaller establishments. Each role is taxing, demanding, and requires a unique skill set.

Among all these duties, they also need to put on the hat of “marketing maestro”... and that's where things get tricky. Marketing isn't just about knowing the product or service you're selling.

It's about understanding the market, the competition, the customers, and the multitude of channels through which you can reach them. And when you're already juggling several roles, mastering another discipline can seem like a Herculean task.

The AI Solution

Enter artificial intelligence (AI). These tools have started to play an increasingly vital role in various aspects of business, but their impact is perhaps most felt in the realm of marketing.

AI tools can be your local marketers' most reliable ally, the Robin to their Batman, if you will. They are designed to uphold the stringent compliance standards that your corporate brand demands, ensuring that all marketing efforts align perfectly with the brand's image and guidelines.

But the benefits of AI tools go far beyond compliance. They handle the “heavy lifting” in marketing — data analysis, customer segmentation, personalized content creation, campaign management, and much more. This liberates your local marketers from tasks they might not be equipped to handle, allowing them to focus on their core responsibilities.

Scale and Personalization

One of the most potent applications of AI tools in channel marketing lies in their ability to provide scale and personalization simultaneously. Scaling marketing efforts is no longer a dream but often a significant challenge for corporate brands. How do you reach more customers without diluting the quality of your message or losing the personal touch? It's not just about sending messages; it's about sending the right messages. Enter AI.

AI tools can handle thousands, if not millions, of interactions, each tailored to the individual customer's preferences and behavior. It's not about sending the same message to everyone anymore. Instead, it's about making each interaction as relevant and personalized as possible. Let's delve deeper into two key areas where AI shines in this context: dynamic content optimization and spend optimization.

Dynamic Content Optimization

Imagine this. You are targeting a customer, and on the day your digital ad reaches them, it is raining where they are. With AI tools, your ad can be contextually optimized to include a rain-related image or headline, creating a more relatable and engaging experience for the consumer. This level of real-time customization can significantly increase engagement rates and boost the overall performance of your ads.

AI's ability to analyze vast amounts of data and make real-time decisions allows marketers to test different variations of ads and understand what resonates best with different segments of their audience. This results in highly optimized, personalized content that drives better engagement and conversion rates.

Spend Optimization

The goal of any marketing campaign isn't just about driving impressions; it's about generating quality leads and, ultimately, conversions. AI can analyze the effectiveness of different marketing channels in real time, identifying which ones are driving more quality leads.

For instance, if a particular channel is generating many impressions but not leading to conversions, AI tools can help redistribute your ad spend to more effective channels. This type of optimization ensures that your budget is used most efficiently, maximizing your return on investment.

This application of AI is truly transformative. It makes scaling digital ads more strategic and performance-driven rather than a mere game of numbers. Not only does this save precious marketing dollars, but it also leads to more effective campaigns that drive real business results.

How AI is Transforming Marketing

The advent of AI tools heralds a new era in channel marketing. The “impossible” task of scaling marketing efforts while maintaining personalization is no longer out of reach. It's a reality that many businesses are already experiencing, and the results are nothing short of spectacular.

As we move into the future, it's clear that the role of local marketers will continue to evolve. They will always be at the heart of the channel marketing process, but with the help of AI, they can focus on what they do best while letting the machines handle the heavy lifting.

As we embark on this journey, one thing is clear: The future of channel marketing is not just about marketers or machines. It's about marketers and machines working together to create more meaningful customer connections. And that is a future worth looking forward to.

Leveraging AI for Strategic Sales Growth in Wine, Spirits, and Beer Distribution

August 24, 2023 - This was originally posted on BrandMuscle.com

The wine, beer, and spirits distribution sector is a vast and intricate maze of accounts and clients. With thousands of on-premise and off-premise accounts, distributor sales reps are often stretched thin, attempting to cover as much ground as possible.

To help combat this challenge, many distributors are creating outbound account teams. While this strategy helps extend the reach and cover more accounts, a crucial gap still exists — strategically targeting accounts.

Why Traditional Methods Fall Short

In the past, sales reps and account teams have relied on instinct and relationships to decide which accounts to target. However, these traditional methods are no longer sufficient with the increasing complexity of the distribution landscape.

The sheer volume of accounts, coupled with rapidly changing consumer trends, necessitates a more data-driven, strategic approach. Sales teams need to know not only who to target, but when and how to do so effectively. In this data-heavy era, leaning on guesswork or anecdotal evidence is inefficient and potentially even risky.

The AI Revolution in Sales

Enter artificial intelligence (AI) — a transformative tool shaking up how modern bev-alc distributors approach sales growth. AI can analyze vast amounts of data and distill them into actionable insights, empowering sales reps and account teams to focus their efforts where they're most likely to see returns.

Consider the robust AI tools provided by companies today, including BrandMuscle.ai. These systems can track and analyze a wealth of data points, including the creation and use of marketing materials such as point-of-sale (POS) materials, menus, and more. By integrating third-party data, such as foot traffic patterns, these tools can help identify accounts ripe for growth and take the guesswork out of your sales process.

BrandMuscle.ai In Action

Let's break down exactly how this works.

First, BrandMuscle.ai monitors when marketing materials have been created for a specific account. Simultaneously, it integrates third-party data, such as foot traffic information, to monitor customer behavior at these accounts. When foot traffic at an account rises by a certain percentage, the AI flags the account if it has not had recent content created or lacks recent contact by a sales rep.

What does this mean for the sales reps and account teams? It means that they now have a powerful tool at their disposal that can provide concrete recommendations based on hard data. Which translates into spending their time knocking on the right doors.

The AI can identify these flagged accounts as potential leads for immediate sales growth. Consequently, a sales rep or an account team can focus on an account at the right time, leading to increased sales and improved efficiency.

The Future of Sales Is AI

In a nutshell, integrating AI into your sales strategy can drastically enhance your team's ability to spot and capitalize on growth opportunities. It enables you to focus your efforts more strategically based on data-driven insights rather than hunches or past experiences.

This isn't just about improving efficiency; it's about transforming the way you approach sales in the distribution sector. As AI continues to evolve, the depth and breadth of insights it can provide will only grow, making it an indispensable tool for any forward-thinking distributor.

The future of effective sales growth in the wine, beer, and spirits distribution sector lies in embracing AI. By harnessing the power of data and leveraging AI's analytical capabilities, distributors can revolutionize their sales strategy, resulting in improved targeting, enhanced efficiency, and, ultimately, increased sales growth.

It's time to take the leap and start letting data drive our decisions.

Use AI for Sales Growth in Wine, Beer, and Spirits Distribution

With AI, the complexity of the wine, beer, and spirits distribution landscape becomes not a hurdle, but an opportunity. An opportunity to leverage data, target efforts more effectively, and drive unprecedented sales growth.

AI and Marketing: Unpacking the MAICON 2023 Extravaganza

August 15, 2023 - This was originally posted on BrandMuscle.com

Have you ever wondered what it feels like to walk into a room buzzing with 700+ fellow marketing experts from around the globe, all gathered for one reason: unraveling the mysteries of AI in marketing?

Spoiler alert: It's kind of like drinking an extra-large cup of espresso — energetic, invigorating, and a little dizzying. Welcome to the world of MAICON 2023!

The conference was a veritable smorgasbord of learning with over 25 unique sessions, each bringing a fresh perspective and insights to the discussion around marketing AI. While it's impossible to do justice to all the enlightening sessions in one blog, I'll recount the highlights and takeaways that truly left a mark.

AI In Marketing Is Here to Stay

Our first realization as the conference unfolded was that AI isn't just casually knocking on our doors — it's moved in, made a cup of coffee, and is waiting for us to catch up.

It’s time to pull up our socks and be the champions our organizations need in this new era of AI-led marketing. No pressure, right?

The keynote guiding us into the brave new world was Paul Roetzer. He illuminated how we are at the dawn of a profound technological shift that's altering everything from communication and sales to learning and business growth.

The crux: A simmering battle for AI supremacy has transformed AI from a distant possibility to an inescapable reality.

AI Is Reshaping Marketing

Then came Chris Penn, armed with a compelling narrative on "The Marketing Singularity: Large Language Models and the End of Marketing As We Know It." Penn's session was a techno-crystal ball of sorts, divulging insights on how AI tools are reshaping digital marketing.

But no marketing feast would be complete without a deep dive into the executive perspective.

Cue the CMO panel discussion titled "Inside the C-Suite: CMO Perspective on the Opportunities and Obstacles of AI Adoption." Our very own Helen Baptist from BrandMuscle joined this brilliant C-suite ensemble.

Amanda Todorovich from the Cleveland Clinic highlighted the unique challenges in healthcare marketing concerning patient data and generative AI tools. A humbling reminder that AI, though powerful, must always be tamed by the reins of ethics and regulations.

Thinking vs. Thunking

Day 2 saw Google's Cassie Kozyrkov adding another flavor to our "AI buffet" with her keynote on "Whose Job Does AI Automate?" Cassie’s take on automation stirred an intriguing conversation about "thinking" and "thunking."

With AI, we can delegate the "thunking" (aka the execution of ideas) to our automated counterparts while we engage more in the "thinking." This thought-provoking perspective soon became the buzzword among the attendees.

See You Next Year at MAICON

The conference wasn't just a cerebral feast. The exhibition floor was abuzz with vendors showcasing their AI prowess, and BrandMuscle's booth became a beacon for agencies scouting for AI tools to amplify their services. Networking at MAICON was akin to speed dating — intense and incredibly rewarding.

Looking back, MAICON 2023 was not just another conference. It was a power-packed AI symphony, striking the perfect chord between learning and networking.

If anything, it made one thing crystal clear: AI isn't just a wave of the future — it's the tsunami of the digital transformation era.

And as for next year? Let's just say, MAICON 2024, we're coming for you, and we're bringing our A-game! In the ever-evolving world of marketing, remember, folks, it's not just about being in the audience — it's about being a part of the band. See you next year!

Artificial Intelligence is Revolutionizing Local Marketing Fast

March 23, 2023 - This was originally posted on BrandMuscle.com

Artificial intelligence (AI) has come a long way in the last few years, and the opportunities feel endless. Which can be a good and bad thing...

There’s no lack of innovation or fun prompts you can feed Chat GPT – but how will AI impact your day-to-day? And how can you best harness its power to boost results?

Here’s what you need to know: Artificial intelligence is revolutionizing how businesses approach their local marketing strategies. Through generative AI, machine learning-based recommendations, and AI-assisted workflows, local businesses can find new ways to reach potential customers with targeted marketing campaigns that are more effective than ever before.

Local marketers can now take advantage of the latest AI technology and put out higher quality campaigns quicker than ever before. But with so much innovation coming out every day, how can you use artificial intelligence to drive real impact?

3 Ways Artificial Intelligence Is Changing Local Marketing

Channel marketers often provide disparate point solutions to their affiliates (think advisors, agents, dealers, franchisees, retailers, etc.). This can be a daunting task, as it is impossible to stay on top of every new solution that comes along.

But with BrandMuscle.ai you have multiple AI-based solutions that can help streamline the process for channel marketers by taking care of all their needs in one place.

Here are the 3 ways AI is revolutionizing local marketing:

Generative AI for Local Marketing

Generative AI can help businesses create content quickly and easily, ranging from local flyers to blogs to review responses and even in-flight display campaigns. By combining large language models such GPT-3 with customer machine learning algorithms for compliance, generative AI can generate detailed content from just a few words. This removes previous barriers that local businesses had and allows them to produce high-quality content quickly without sacrificing quality, accuracy, or compliance. And since content creation can be done without human input, it saves time and resources while still producing impressive results.

Recommendations for Customized Experiences

AI-powered recommendations are becoming increasingly popular in the world of local marketing. These recommendations are based on data gathered from customer interactions with the business’s website or app and allow them to provide customized experiences tailored specifically to the customer’s individual needs. With AI, you can align the corporate marketing team with the local affiliate through these customized recommendations. AI-powered local marketing can ensure tactics are executed at the right time and target the right persona.

AI-Assisted Automated Workflows

AI-assisted workflows are helping businesses streamline their processes by automating mundane tasks. Setting up campaigns, refining copy for each channel, submitting fund approvals, and ensuring compliance can be time-consuming AI-assisted workflows help free up time so you can get back to running your business.

Implement AI Into Your Local Marketing

By weaving artificial intelligence seamlessly into our technology, BrandMuscle is transforming local marketing. Now it’s faster and easier for businesses to create content, customize experiences through personalized recommendations, and automate mundane tasks through AI-assisted workflows.

As technology continues to evolve, so will your ability to use artificial intelligence within your local marketing campaigns. See why countless companies are turning to BrandMuscle.ai to optimize their local marketing presence.

How to Turn More Channel Leads Into Customers

January 5, 2023 - This was originally posted on BrandMuscle.com

The faster marketers follow up with leads, the better chances you have to convert them.

When you’re in the business of channel marketing, you’re always looking for ways to improve your lead management process. After all, the more leads you generate, the more customers you’ll eventually have. What businesses often overlook is the importance of quickly following up with those leads. Unfortunately, most channel marketers we speak to at BrandMuscle are managing leads through email and complex spreadsheets. Do you know what doesn’t help your partners quickly react to new leads? Email and complex spreadsheets.

According to a study conducted by Harvard Business Review, companies that try to contact potential customers within an hour of receiving a lead are seven times more likely to qualify that lead than companies that wait 24 hours or longer to follow up. So if you want to increase your chances of turning leads into customers, your channel marketers need to make sure they’re following up quickly.

How Channel Marketers Can Follow Up With Leads Faster

Here are three tips to help your partners follow up with leads faster:

1. Use an automatic lead-tracking platform

The first step is to set up a system for tracking the leads you pass along to your partners. This should be an automated system that pulls in data from your various marketing channels and puts it all in one place. Often, your corporate CRM system is too expensive to license out to all your partners, so you need a slimmed-down version that is easy for your partners to adopt.

The important thing is that both you and your partners have a way of tracking and updating the leads in a timely manner. Otherwise, you run the risk of losing track of leads and missing out on opportunities to turn them into customers.

2. Set up lead notification

Another way to ensure you follow up quickly with leads is to set up a notification system so your partners know as soon as a new lead comes in. This could be as simple as an email or text message alert that goes off whenever a new lead is generated.

Again, the important thing is that you have some way of knowing right away when a new lead comes in so your partners can follow up while they’re still fresh in their minds. Leads tend to go cold quickly, so the sooner your partner reaches out, the better.

3. Train your partners on proper lead-handling procedures

Finally, it’s essential to make sure your partners know how to handle leads properly. This includes everything from ensuring your partners reach out to leads in a timely fashion to training customer services reps on how to best follow up with leads who have already been contacted.

You should also put together a script or template for partners to use when following up with the leads that you or corporate passes to them so they know exactly what to say and do. The goal here is to make it as easy as possible for partners to follow up quickly and efficiently so they can turn more local leads into customers.

In today’s competitive landscape, you can’t afford for your partners to wait to follow up with leads. Give them the tools and techniques necessary to be successful.

You Provided Channel Funds for Your Partners. Now What?

August 9, 2021 - This was originally posted on BrandMuscle.com

How to Engage Channel Partners in Your Channel Fund Program

As a channel marketer, you’ve likely spent countless hours creating a channel fund program for your channel partners, only to find disappointingly low engagement and low adoption rates. It’s extremely frustrating. You may even be thinking that it’s time to go back to the proverbial drawing board. Perhaps you’re considering restructuring your accrual calculations or, even worse, decreasing the amount of funds you provide altogether.

Restructuring makes sense if few people are utilizing the funds. But maybe the platform you are using, if you’re using one, is the problem. Your channel partners hate new technology, that has to be the reason they aren’t engaging with the program. Right?

Probably not.

Whether through a co-op program, an MDF program, or a combination, channel fund programs enable channel partners to market. However, offering them only channel funds does not minimize the effort needed on their part to market effectively. You want them to use your funds strategically and in alignment with your corporate strategy, but without proper tools, and burdened with complicated processes, how can anyone possibly expect their performance to be impactful?

Channel fund-only programs lack guidance. That sounds like a bold statement. You’ve provided program guidelines. You labored over those for months a few years ago and have been making incremental updates ever since. How can I say it lacks guidance? You feel as if you have been guiding laboriously! Let’s be honest though: Your channel partners aren’t reading your guidelines. To be fair, when was the last time you read instructions to put together some furniture or children’s toy, let alone instructions on how to market your business? While guidelines are helpful, your channel partners need more guidance and tools to make their jobs easier. If you have independent or non-captive partners, this is even more critical.

How to Engage Channel Partners in Your Channel Fund Program:

1. Provide pre-approved, customizable content to channel partners Providing pre-approved, customizable content within your brand guidelines is the perfect way to start increasing engagement. Without pre-approved content, your partners are either reaching out to you directly for custom creative, or they are marketing your brand without you ever seeing the materials they create. Channel partners are desperate for content they can quickly customize with their contact information and with imagery that resonates with their customer base. Utilizing a tool that also manages your channel fund program can allow for funds to be directly applied when ordering the content. This removes many arduous steps for your partners. They won’t have to wait on creative. They will no longer need to submit for reimbursement and potentially be denied. They will no longer front 100% of the marketing cost, which is often a main deterrent to program adoption. Talk about making it easier for them to market your brand.

2. Identify approved vendors Another step to enhancing your channel fund-only program is providing approved vendors for your channel partners with which they can engage to execute marketing. Many reimbursement requests are denied because of a mistake or lack of alignment by the vendor. Simply knowing who to work with removes the barrier that often follows having funds to market and the right content. Channel fund-only programs provide the money, but without approved vendors, how can you be confident your funds are being spent correctly?

3. Offer opt-in local marketing execution programs to save partners time Pre-approved, customizable content and approved vendors are helpful to your channel partners who want to do it themselves, but what about those who simply do not have the time? This is where a marrying of the two can close a large engagement gap. By providing opt-in programs, the partners who have limited time can subscribe to marketing that gets executed on their behalf. Like pre-approved, customizable content, funds can be directly applied each month based on your program’s eligibility rules. For example, if a paid social program is 75% eligible, the channel partner’s credit card is only billed for the remaining 25% as long as they have enough funds for the eligible percentage. And the paid social program can be aligned with your corporate goals to ensure alignment at every step of the way.

These advantages of through-channel marketing automation only begin to scratch the surface over channel fund-only programs. At the end of the day, it is imperative that we reduce as much friction as possible for the partners. Providing funds is a huge first step, but if you are still not seeing the level of participation you want, through-channel marketing automation should be the clear next step.

3 Co-op Program Questions Channel Marketers Should Consider (Build a Better Co-op Program: Part 2)

June 26, 2020 - This was originally posted on BrandMuscle.com

This is part 2 of the Build a Better Co-op series, read Part 1.

For brands executing local marketing, money talks. Offering co-op marketing funds to your channel partners (i.e. dealers, distributors, agents, sales reps, etc.) is a fundamental element to getting the word out about your brand’s products & services. However, building and optimizing a channel marketing program across regions, verticals, and sometimes continents is no easy task. As you reflect on how you can help your channel partners drive awareness and sales, ask yourself these additional important co-op program questions when building your channel marketing strategy.

1. Is My Channel Marketing Program Driving Campaign Co-op Funds Utilization Across Tactics?

To ensure you’re developing an effective channel marketing program, it’s important to consider the tactics that are most valuable and most utilized by your channel partners. Our State of Local Marketing research found that channel partners’ top marketing priorities are using Social Media Advertising, Website/Landing Pages, Events, Email, and Direct Mail/Flyers. Now that we have the data to be more strategic in targeting buyers at the right time, it’s important that you incentivize your partners to think bigger and beyond simply “one-and-done” tactical execution. Offering your partners access to turnkey, integrated campaigns and co-op dollars to support the effort is a great way to incentivize participation and boost ROI.

2. Does My Co-op Program Provide Channel Partners the Right Tools and Support to Easily Market My Brand?

Many co-op and MDF programs are still being managed with spreadsheets (no kidding - tons of them are), phone calls, and faxes. If your channel partners are calling your marketing team to find out what their available co-op or MDF balances are, odds are you have a significant number of partners who aren’t advertising your brand locally or using your program at all because they don’t know how much they can spend.

A Through-Channel Marketing Automation (TCMA) solution can change the game for marketers and their channel partners. The best TCMA solutions provide corporate marketers and their channel partners with a one-stop-shop for co-branding marketing collateral, managing co-op and MDF programs, digital asset management (DAM), events, digital and traditional marketing execution, ordering print, signage, and promotional items, etc. All of these capabilities can be seamlessly integrated into a TCMA platform, giving your channel partners a single tool to use for all of their co-op marketing activity. When you make it easy for your partners to use your marketing assets it increases program engagement and partner satisfaction.

3. Is Reporting Defined and Measurable?

There are two types of reporting that will help you monitor and optimize ROI. The insights you offer your channel partners should be meaningful to them, and reflect the core objectives of your full channel marketing program:

(1.) Information and insights that are most meaningful to your channel partners:

• Used and unused co-op fund balances

• Claim status updates

• Co-op fund expiration dates

• Partner scorecard ranking their utilization across all partners

• Recommendations to improve their marketing and sales

(2.) Program reporting that enables you to be more strategic by providing insight into funds utilization and risks:

• Total claims by tactic and/or campaign

• Total cost by tactic and/or campaign

• Total requested amount by tactic and/or campaign

• Top partners by highest total cost, requested amounts, and paid amounts

• YoY Funds Utilization

By defining these types of KPIs early on, you will gain incredible insights into how channel partners are engaging with your program and what is having the most positive impact (on their business and yours). The insights found by asking these co-op marketing questions will be key to evolving your program over time and ensuring that the co-op and MDF funds you are making available to channel partners generating the best results.

How To Maximize Co-op Fund Utilization

December 16, 2020 - This was originally posted on BrandMuscle.com

To maximize co-op fund utilization, it’s important to understand what factors may be acting as a barrier for your channel partners to use your co-op marketing program. In Why Co-op or MDF Funds Go Unused, we discussed how complicated program rules, a lack of transparency about available funds, and limited marketing assistance in channel fund programs lead to poor fund utilization. Naturally, the follow-up question is: “How do I fix these problems within my program?”

Make Available Co-op Funds Easy to Find

Marketing and finance teams spend months constructing channel fund programs only to stash them in a drawer—out of sight, out of mind. This lack of transparency often leaves channel partners unaware that they have funds to spend, let alone how much. If they don’t know the amount they have available to spend, we can’t expect them to even utilize the funds.

Channel partners not only need, but deserve to see their available funds easily and in real time. Gone are the times when we would expect local marketers to pick up the phone and call corporate to determine their budget. To increase efficiency, provide your partners a web-based fund management portal they can quickly access. Viewing their fund balance should be as easy as checking email. Knowing they have funds and how to check their balance will dramatically reduce friction around your channel fund program engagement and adoption.

Make Using Co-op Funds Easy

Local marketing execution can feel arduous at times. Local campaigns often require pre-approval from corporate prior to deploying the marketing and advertising. Some co-op programs then require a reimbursement proof of performance submission to ensure that rules were followed and the marketing was brand compliant. Channel partners crave tools to streamline the approval process and reduce the amount of money they foot upfront for marketing.

Your channel partners don’t care about all of the legal and financial checkpoints necessary to review their reimbursement requests. After they have spent time meticulously executing marketing on behalf of your brand, their main concern is getting money back as soon as possible. You can help make their effort worthwhile by flattening approval loops where possible to expedite reimbursement, and automate reimbursement approvals for requests that have little to no risk for corporate. Remember, the quicker you can get your partners successfully through the approval and reimbursement process, the more likely they are to utilize the co-op funds you provide.

Providing a one-stop-shop experience for your channel partners to easily engage with your program will reduce the challenges of knowing where to go for different tasks, while providing automation along the way. Your channel partners should be able to create customized marketing materials, execute the campaign, and utilize eligible channel funds for payment within a single platform. Being able to spend less money out of their own pocket is an incredible incentive for your partners to work with you and market your brand more.

Provide Co-op Marketing Support and Education

Within a single hub for these marketing needs, it is also important to integrate approved vendors, whether it be for print, OOH, or digital paid media programs. Your channel partners may currently have plethora of vendors for provide marketing services and printing. Empower partners by ensuring they have access to your approved vendors so they don’t have to search for the right vendor or risk having their reimbursement requests from getting declined down the road.

Most channel partners are entrepreneurs and often marketing novices. Educate your channel partners on the proper avenues to market in their localities so they can eventually reach a level of marketing maturity that enables them to make their own marketing decisions and execute local campaigns flawlessly.

Our local marketing research of over 1,000 channel partners clearly indicates a relationship between marketing maturity and business outcomes. Partners at the highest level of maturity demonstrate two times higher year-over-year revenue growth compared to those in the bottom two levels of maturity. Investing in the time and tools to educate your partners will ultimately help them hear cash registers ring more frequently and produce greater ROI for corporate.

Why Co-op or MDF Funds Go Unused

September 8, 2020 - This was originally posted on BrandMuscle.com

When we talk to organizations about Fund Management, we are constantly asked why co-op or MDF funds go unused at the local level. Unused funds are a recurring problem among corporate marketers. In fact, close to half of the roughly $70 billion allocated to fund co-op advertising programs every year goes unused, according to estimates from the Local Search Association. That’s almost $35 billion left on the table each year—a staggering amount of money. From a corporate perspective, it can be vexing to develop a fund management programs meant to support local partners only for it to be underutilized.

Each potential customer can be tied to a cost of customer acquisition (CAC) and a customer lifetime value (CLTV). Unused marketing funds show the potential customer loss and revenue missed from the CLTV. It can get scary very quickly knowing the amount of business your company may have missed out on as a result of lack of engagement in your fund management program.

Having insight into many companies’ fund management programs, we’ve identified a few common reasons why co o-op or MDF funds go unused:

1. Lack of transparency into available funds

2. Complicated co-op or MDF program rules

3. Not enough marketing support

Lack of Transparency into Available Funds

Channel partners rely heavily on channel funds—both co-op and MDF—to grow their businesses. The State of Local Marketing Report found that partners whose businesses grew 10% or more attribute co-op marketing as critical to their success. But for local partners to be able to effectively use co-op or MDF funds, the program must make it easy for them to be aware of the amount of available funds at their disposal. A major reason why co-op or MDF funds go unused is because some channel partners do not engage with the program at all and therefore don’t realize what resources are available to them. Owners and managers can get caught up in the day-to-day hustle of running the business; meanwhile, channel funds are out of sight, out of mind.

Ask yourself: are you making it easy for your partners to see how much they have available? Are you putting barriers in place without meaning to? Perhaps your channel partners have to call someone at corporate to get an updated amount of available funds. Perhaps you send the partner an email at the beginning of the program and expect them to keep track as the program progresses. Or, maybe you’re still managing your co-op program with spreadsheets and there’s just not enough transparency into the funds. These examples are honest in nature, but often deter channel partners from fully engaging in the fund management program, if at all.

Complicated Co-op or MDF Program Rules

Another common reason why co-op or MDF funds go unused is because corporate makes accessing the funds too complicated. Legal, accounting, and compliance teams are apt to insert a plethora of rules when implementing a channel funds program. These rules can help mitigate any risk of requiring corporate to pay funds out to a partner that is abusing the brand. Even so, there are better ways to streamline brand management. Having too many rules in place can complicate the entire fund management process for channel partners and discourage them from marketing your brand at the local level.

Examples of complications we commonly see are complex approval processes causing delays in reimbursement, lack of approved vendors resulting in denial of funds because the vendors utilized don’t meet brand standards, and different reimbursement rates based on arbitrary, unclear guidelines.

Not Enough Marketing Support 

Even if you’ve given your channel partners the funds to incentivize them to market your brand, they may not have the know-how or human capital to easily execute brand-compliant marketing at the local level. Providing proper marketing support—whether by giving your partners access to pre-approved customizable artwork or a list of approved execution vendors—is integral to their success. Channel partners are rarely marketers by trade, but they are striving to understand more about how to market effectively. Eight in 10 partners reported they’re actually investing significant time to learn more about marketing to grow their business. Providing the necessary tools to help local partners market or broaden their skill set will encourage them to actively engage with your co-op and MDF programs.

These are the most common gaps we see with co-op and MDF fund programs reflecting poor commitment at the channel partner level. Identifying these gaps within your own programs is the first step to evolving your strategy to garner higher utilization and fund spend with the intent of growing customers and brand awareness.

Through-Channel Marketing Automation is Feature Fatigue at Its Finest

August 13, 2020 - This was originally posted on BrandMuscle.com

We’ve all experienced feature fatigue at some point during the buying process. Companies want buyers to know how incredible their offering is and what differentiates it from competitors. The smartphone that almost all of us carry today is the culprit I blame for this. Let’s take the iPhone for example. When Steve Jobs first introduced the iPhone, he articulated three main features:

1. Widescreen iPod with touch controls

2. Revolutionary mobile phone

3. Breakthrough internet communicator

But looking at the iPhone today, the device does everything—even though some users just want the phone feature.

Through-channel marketing automation (TCMA) is a category often compounded with feature fatigue. Forrester includes 24 criteria in their evaluation alone, and even that isn’t likely to capture every nuance of the category. This can make purchasing a TCMA platform quite exhausting at times. In a previous article, I touched on the ability to have all TCMA needs (i.e. Brand Management, Fund Management, and Marketing Services) within one platform. While having each feature improves the attractiveness of the product, it can also decrease interest for the buyers who need only one area (e.g. Brand Management or Fund Management).

How To Avoid Feature Fatigue During the Buying Process

As a TCMA buyer, what do you truly need? Perhaps you just need a Fund Management platform for your partners to submit artwork pre-approvals and reimbursement requests. However, the Brand Management features offer an intriguing solution for minimizing the number of required artwork pre-approvals. All of the features look shiny and nice, but they aren’t needed today. Your budget simply doesn’t allow for everything, but maybe one day down the road you’ll be ready to fully utilize an all-in-one solution. This is where a crawl, walk, run approach can be key to continued success.

Having a limited need doesn’t mean you shouldn’t still pursue a TCMA platform with all of the bells and whistles. Understand what the platforms offer you. Is the offering modular in nature, allowing you to only purchase the features you need at the time? Can you easily plug in other modules as your needs evolve? The last thing you want is to choose a vendor that only offers one feature (e.g. a printer with limited Brand Management capabilities) and be restricted by it later on.

TCMA sellers must ensure the buyer does not feel ostracized if they only need one feature set within the overall offering. It’s often in our nature to showcase all functionality and services, but doing so can cause confusion and frustration. To avoid overselling, TCMA sellers must properly define your problem statement. Use these four tips when choosing a TCMA platform to avoid feature fatigue:

Look For a Partner that Listens

The right TCMA partner won’t automatically assume you need everything within their solution. They should consistently ask the right questions throughout the engagement to properly establish your challenges, then solve for those challenges.

Seek Evidence that the TCMA Solution is Right For You

Seek examples and prototypes as much as possible. Case studies are most effective for this because they explain how a TCMA provider has previously solved similar problems. If you’re still not positive it’s the right fit, ask the seller to create a prototype that will help you better understand how you would utilize their product.

Plan For Your Future TCMA Needs 

The entire TCMA suite may not be your ideal solution today; however, you can easily grow into the platform should your business needs evolve down the road. Anticipate change and seek a TCMA provider that can plan strategic moves with you.

Find Harmony Between Features and Urgency

While searching for the right TCMA platform, you will undoubtedly find the iPhone of the category—full of applications you don’t need now and may never need down the road. Sometimes a smart phone is at its best when it works primarily as a phone. Find the right solution for your needs now that has the ability to provide useful features to your business and your channel partners down the road.

How to Enable Channel Partners to Continue Marketing During Downturns

May 14, 2020 - This was originally posted on BrandMuscle.com

The cash register simply isn’t ringing the way it was just a few months ago. Many of your channel partners may be unable to work currently due to COVID-19 restrictions, but it is imperative they continue marketing, even with a reduced budget. Consumers are still being targeted by other brands during this time, and you don’t want to be looked over when it comes time for them to make a purchase.

Businesses that continue marketing during downturns fare better 

AdAge wrote an insightful piece this past April titled, “History Shows Marketers Who Keep Spending During Downturns Fare Much Better.” It makes absolute sense, yet we are seeing marketing budgets slashed left and right. The good news for corporate marketing teams is that many of you have channel fund programs with accrued funds already allocated to your channel partners. Many of our clients initially approach us with fears of fraudulent behavior when it comes to their channel fund programs. They see partners applying operational costs for reimbursement or even a doctor’s bill. Traditionally, we have recommended channel funds be strategically focused on marketing campaigns and tactics that drive a high return on marketing investment (ROMI). We are temporarily going back on previous advice. Now, we suggest focusing on your channel partners’ operational needs where possible to incentivize them to continue marketing during these difficult times.

If you’re confident in your current marketing, don’t be afraid to ask for help in the form of marketing dollars or resources in order to execute an effective co-op program. On the other hand, if you’re not so confident, consider scaling back your efforts to focus on specific regions, product lines, or even marketing tactics where you see the most opportunity.

How do I incentivize channel partners to continue marketing?

Your partners are trying to navigate rent payments, employee salaries, and putting food on the table for their families over marketing at the moment. Here are a few ways to use strategic fund management to incentivize your channel partners to keep marketing:

1. Reevaluate your reimbursement percentages

First, reevaluate your reimbursement percentages. Know the tactics with the highest ROI and potentially reimburse at a higher percentage than normal. This will help lower the amount of out of pocket costs to your partners while still ensuring the shared investments lead to shared rewards. Our 2019 SOLM study shows “shared-spend co-op programs between the marketer and partner attain 20% better growth.”

2. Help channel partners stay in business

Next, consider assisting your partners who have accrued channel funds temporarily this quarter in areas such as their office rent and payroll. The last thing any of us want to see as business revs up again is a decrease in channel partners because they were unable to survive the downturn. While these areas might not have a direct impact on your brand now, they will undoubtedly have a positive impact in the coming months.

Your helping hand will be remembered, and your channel partners will have a stronger loyalty to you than before. By no means do we recommend allowing your partners to request reimbursement for operational activities without marketing first. These two should go hand-in-hand. Identify marketing thresholds that will help move the needle before operational activities are even available.

3. Allow co-op funds to be used for PPE

Finally, everyone is thinking about personal protective equipment (PPE), especially if they have a store, office, or dealership that consumers will be visiting. Consumers may not consider visiting these local businesses if they are not offered proper protective gear such as face masks or hand sanitizer. Allowing your channel partners to apply co-op funds to these types of items through preferred vendors is key, but like aforementioned operational activities, you want to ensure they are marrying this with marketing activities too. You can ensure the preferred vendors are utilizing your correct logo on face masks and hand sanitizer, or you can kit the items with branded flooring for safe distancing. Consider the changes in customer experience (CX) impacting your partners when reevaluating your channel fund programs.