Channel Marketer Report


Impartner Acquires Referral Partner Management Solution Provider Amplifinity

Impartner, a partner relationship management (PRM) solution provider, has acquired the referral management software vendor Amplifinity. The acquisition enables Impartner to expand its channel technology offering with a solution that automates and formalizes referral processes for lead generation at scale.

In addition, Impartner will also offer Amplifinity’s incentive management technology and integrations to a suite of payment fulfillment providers to reward referrers in a manner they prefer.

Referral programs are becoming critical components of lead generation. According to the 2019 Content Preferences Survey conducted by CMR’s sister publication, Demand Gen Report, buyers say they are placing higher emphasis on comments from peers, colleagues, user reviews and third party/analyst reports.

Businesses, especially brands that traditionally market and sell their products and services through channel partners, are formalizing referral programs with the broader set of firms that have contact with their customers. These shadow partners, as they are called by Jay McBain, Forrester’s Principal Analyst, Channel Partnerships and Alliances, include a wide variety of businesses. Highly targeted shadow partners include professional services providers such as accounting and law firms, digital marketing agencies and management consultants.

Referral management software supports key referral program processes including:

  • Providing content to partners within the referral partner program to help them understand target buyers;
  • Removing management issues around automating W-8/W-9 collection and tax management, and;
  • Enabling partners to keep track of their referrals and allowing them to make referrals in a method that works for them.

“With factors such as changing business models due to SaaS companies and the shift to business unit buyers from IT, an increasingly omni-channel environment has emerged to serve the customer no matter how they reach out,” said Joe Wang, Impartner CEO, in a press release. “The time is now to make sure we’re rounding out our technology with solutions like Amplifinity to help our customers bring the same process and structure we’ve brought to managing traditional partner models to managing and rewarding new types of partners in this changing channel landscape.”

Amplifinity’s team will remain in the company’s Ann Arbor, MI, offices, adding a Midwest team of developers to Impartner’s global Channel Innovation Labs.