Channel Marketer Report


Ansira Forms New Business Unit To Strengthen Channel Marketing Offering

Ansira, an independent global marketing technology and services firm, announced the creation of Ansira Channel and two other business units, Ansira Digital and Sincro. The move is in response to the rapidly growing demand for digital readiness in the marketplace and to hone the company’s specializations.

Ansira Channel was created as a dedicated business unit to further strengthen and refine the company’s channel offerings. The company’s channel partner marketing solution is led by services powered by highly regarded technology. Ansira was listed as a leader in The Forrester Wave: Through-Channel Marketing Automation, Q2 2020. It was ranked among the top 20 channel marketing technology vendors by Research in Action.

Future investments will focus on strategic services and offerings that impact channel program success, the company said.

The market demand for comprehensive channel program solutions can be partially attributed to COVID-19 impacted market conditions, said Andy Arnold, who is leading Ansira Channel as executive vice president. The scrutiny around budgets is compelling business leaders who may have been less attentive to their channel programs to take a closer look at them, he said. “The program may not have been broken. But companies are saying their programs have to work harder for them.”

Andy Arnold, Executive Vice President, Ansira Channel

“How do they drive engagement? How do they ensure partners are representing their products well? How are they converting sales? We’re seeing a lot more laser focus around how these programs can come to life and really work to the vendor’s advantage,” Arnold said. “It’s an exciting time because a lot of people now have this appetite to really mix up their program, make it work harder for them and ensure the right people are enrolled.”

Ansira’s channel portfolio blends services with proprietary technology to support channel engagement, trade fund management, local marketing activation, partner training and support, and experiential marketing.

“Where we really stand out,” said Arnold, “is this full end-to-end offering provided by smart people that are dedicated, have been in this space for a very long time, and can wrap the tech with the multitude of services.”

Ansira Channel’s local marketing activation solution, is an example of the end-to-end solutions the company provides. Using content created by the client or Ansira Channel staff, partners can deliver consistent local experiences that spur profitable interactions and keep a brand top of mind.

Ansira will work through the brand or directly with partners, acting as champions for the program to increase partner education, adoption, and engagement. Local marketing activities can be funded by the brand, purchased with co-op dollars or market development funds (MDF), or paid outright by the partner. Ansira provides reporting to document all activity.

Of the other units formed by the company, Ansira Digital helps clients establish digital readiness to support the offerings of customer experience, loyalty, data and personalization, and performance marketing. In addition, the company has launched a commerce capability to round out the unit’s offerings and provide a holistic set of solutions.

Sincro, which was acquired by Ansira in April, provides auto dealers with innovative, simple solutions that facilitate connections with consumers to drive sales, service, and customer loyalty through a modern digital storefront, coordinated omnichannel marketing campaigns, local search strategies, and consulting.