National marketers lack vision into local demand, US survey finds

By our News Team | 2022

New research by the CMO Council reveals a national marketing ‘blind spot’ in local partner marketing performance.

A third of national marketers in the US say 40% or more of their company’s revenue comes from local business partners. Yet two-thirds of national marketers have only a moderate understanding, or worse, about their local partners’ business and marketing challenges and how to kickstart local demand.

This is according to a new report by the Chief Marketing Officer (CMO) Council and BrandMuscle, a specialist in integrated local and channel marketing.

Partner Marketing

Photo by Fauxels from Pexels

The new research examines the opportunity and challenges national marketers face when improving and promoting their local partner channel marketing programs. Among the key findings:

  • 95% of national marketing leaders say it’s important (41%), very important (29%), even critically important (25%), to increase revenue through their local partner channel.
  • 75% have only a moderate understanding (40%), limited understanding (29%) or no understanding (6%) of local partners, their challenges and how to optimise their performance.
  • 55% say the overall effectiveness of their local partner channel marketing programme is only moderately effective, or worse.
  • 43% say it’s very important, even critical, to improve digital marketing among local partners, yet 48% don’t even offer fund reimbursement for digital marketing tactics.

“Local partners are the last mile to purchase and have the most interaction with customers,” said Donovan Neale-May, Executive Director of the CMO Council. 

National marketers must collaborate with local partners

“If national marketers really want to know their customers, they need to work closely with local partners, collaborate on marketing projects, share data, etc. Shoring up your local partner channel marketing programme is a great place to start.”

There is a significant opportunity for national marketers to improve their local partner channel marketing programmes, such as making services more easily accessible, getting more creative with funding, and providing marketing training, content and digital marketing tactics that are meaningful at the local level.

“The opportunity to grow revenue incrementally through local partners should be a priority for marketing leaders,” said Kyle Coughlin, VP of Marketing and Demand Generation at BrandMuscle. 

“Given the amount of revenue already being generated through local channels, optimising and enabling partners to better align with marketing objectives and drive a positive ROI will help both the brand and partners succeed. Partners are often the last touchpoint before a sale. By helping them be better marketers, they become more active brand advocates in the path to purchase, which is a win-win for everyone.”

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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.