As a prominent player in the payment processing and marketing space, Swipely takes a two-pronged approach to growing its business: through direct sales and marketing initiatives, and now, its channel.
Despite the fact that the Swipely channel program was only formalized in 2013, the company has found success in helping companies that serve restaurants, bars, liquor stores, boutiques and salons, according to Jonathan DiOrio, VP of Business Development for Swipely. The company currently has more than 75 partners, registering up to 25 new accounts a month since the program’s inception.
The partners that Swipely seeks out “already have trusted relationships with local merchants,” explained DiOrio in an interview with Channel Marketer Report. “They have text message relationships with key decision-makers who would be our target customers.”
To build up the channel network, DiOrio partners with third-party organizations, including POS VARs and dealers, bookkeepers, payroll processors, hospitality and marketing consultants, accountants and other vendors and service providers. While these companies are brokering the relationships, DiOrio noted, “Swipely consults with the end-user, showing them a personalized demo and benefits for their business.”
Partners are rewarded for new deals either per lead and on an ongoing annuity basis where revenue is shared based on the volume of deals and type of partner, according to DiOrio. “In some instances, our partners sell a commodity solution that benefits from extra value. Swipely is bringing that to the table.”
Swipely is aiming to add more than 100 partners to its network by the end of 2014, and we are currently ahead of that plan, DiOrio noted. The company also is wants to implement a tiered structure in the near term, which will “allows us to look at what our partners are doing, what parts of the program are working and the category of partner, and then we’ll form a hierarchy around that.”
Turbo-Charging Marketing Efforts
Because many of its partners don’t have robust marketing resources, Swipely is focused on “turbo-charging” efforts with partners by leveraging existing tools and technologies to provide partners with access to resources.
All content can be co-branded based on the unique value proposition of each partner. Specifically, “traditional introductory content really resonates with channel partners because they’re well designed, and it’s something they don’t have access to on their own,” DiOrio said. “Partners can just add their logo at the top, which is something that really resonates.”
Case studies also help make the case for Swipely. If partners have a specific industry focus, such as retail or restaurant, they can access those case studies and share them with prospects. Partners also can access and implement emails for different stages of the sales process, DiOrio noted, which is “something our partners are always asking for.”
A partner portal in Salesforce.com helps partners manage leads, get account updates, track commissions and download collateral. A company blog also helps keep partners up-to-date on high-level trends and best practices.