The power of numbers: Why marketing evaluations are essential in sales partner marketing

The world of marketing is constantly changing and the ability to make data-based decisions is becoming increasingly important for a company's marketing success. Evaluations play a decisive role, particularly in sales partner marketing. They not only provide insights into customer behavior and needs, but also provide valuable information about the effectiveness of local marketing strategies and the marketing activities of sales partners.

Take advantage of the quieter time of the year to review all marketing measures of the last few months and evaluate them in detail with your employees and partners. In this way, you can identify optimization potential for upcoming marketing activities in the new year and get off to a good start together in local marketing.

That is why marketing evaluation is so important

Marketing measures should generally serve to increase brand awareness and increase sales. Because only if the content is actually seen by customers can it contribute to the success of the company. For successful local marketing, it is not only important that sales partners use the right marketing measures and use as many communication channels as possible, but also that the marketing center can set a clear strategy and goals.

However, in order to make the right decisions for the marketing strategy, it is important to make these based on sufficient data. After carrying out a specific marketing measure or campaign, it should therefore be analyzed and evaluated with regard to the defined goals in order to optimize the measure for the next time, discover new potential and gain insightful insights.

Evaluate the services of your sales partners in a targeted manner

For companies with a partner network, it is crucial to closely examine not only the performance of the company, but also the activities and success of the individual partners, because each individual can have different target groups, preferences and strategies. It is therefore essential to identify the specific marketing measures that are most worthwhile both for sales partners and for the company. By analyzing partner activities, companies can identify which marketing measures have the biggest impact. As a result, the marketing center can better promote those activities that are effective for the company and use marketing resources in a more targeted manner.

For example, the marketing center can analyze which measures are currently being used by sales partners by using various approaches and tools, such as tracking links for marketing materials, marketing portals or CRM systems. Active communication also helps to obtain direct feedback on the marketing materials used and to gain valuable insights into the preferences and needs of individual partners. Companies with a partner network can also create performance metrics that display sales figures, customer feedback, support requests, or closing rates, for example. This helps headquarters to evaluate the effectiveness and efficiency of individual partnerships and identify opportunities for improvement. This makes it possible, among other things, to identify which sales partners need better support in marketing measures, which may need to be motivated to do more marketing activities, or which stand out in particular through outstanding performance.

If you know which marketing measures are being carried out the most, you can start to evaluate these measures in a targeted manner. Most marketing activities, especially online measures, offer many key figures (KPIs) that provide information about the success of the implemented measure. All this data can be compared and analyzed with other evaluations, such as new customer figures or sales figures, to determine which sales partners are already effectively marketing or which may need further solicitation or more support. In addition, these evaluations can be used for future marketing planning in order to work even more effectively and better with sales partners and get the most out of local marketing.

Here are a few options that you can use to evaluate your joint marketing activities:

1. Web analysis

With tools like Google Analytics, you and your sales partners can track visitors' behavior on their website. They can collect data on page views, time spent, visitor demographics, and conversions that help understand the effectiveness of the online presence and optimize the website experience for visitors.

2. Campaign tracking

With tracking codes and UTM parameters, you can track the success of your marketing campaigns and analyze which channels and campaigns are delivering the best results. With social media campaigns, you also often have the opportunity to gain insights into the success of the campaign directly on the respective platform and to view important parameters, such as opening rates or click-through rates (CTR).

3. Social media analyses

On the most common social media platforms Facebook, LinkedIn or Instagram, you can see and evaluate the engagement, reach and demographics of the target group of the respective social network at a glance in the analytics area of the platform. This allows you to deduce which content works best and how you can further improve your presence on the platforms.

4. Email marketing evaluations

If you and your sales partners run many email campaigns, metrics such as open rates, click-through rates, and conversion rates can help you understand how effective their messages are and what type of content or offers work best with recipients.

5. A/B testing

Through so-called A/B tests, also known as split tests, which compare different variants of marketing materials or campaigns, you can find out which marketing measure works best under which conditions and achieves the greatest impact on customers. A/B testing is particularly suitable for testing new ideas and analyzing how strongly the behavior of the target group is affected by changing a specific variable.

Marketing evaluations with the local marketing platform

A software solution such as Local marketing platform, can help you evaluate your marketing measures and provide you with all the important data you need to plan and implement marketing activities in the future. Based on the evaluations of the measures carried out and an overview of the individual orders, your sales partners can analyze which forms of advertising are best suited for their own target group and the marketing center can better decide which spending will be the most effective in the future.

To make the evaluation as simple and intuitive as possible, the local marketing platform offers a dashboard with the most important key figures. Here is an overview of which marketing materials were ordered or downloaded in a freely selectable period of time. This means that you can see at a glance how high the turnover was, how many orders were placed and how they are distributed over the period.

If the initial insight via the dashboard is not enough for you, you can access even more data and overviews in the analytics area of the local marketing platform and have various detailed reports created. Here you can see, for example, exactly which sales partners have already ordered certain items or which may require a further reminder. In addition, individual articles or campaigns can be analyzed to see how new materials are being accepted or which campaigns work better than others. For example, take a look at the opening rate of the newsletter sent or the number of clicks on your ad in order to make marketing activities more targeted and constantly optimize them. This gives both you in marketing management and your sales partners the ideal basis for carrying out the best possible local marketing.