Channel Marketer Report


Brother’s New Partner Portal Strives To Support Channel’s Digital Transformation

Brother International Corporation has launched a new online partner portal that consolidates Brother’s comprehensive suite of partner products, tools and training into an intuitive, companywide partner relationship management (PRM) platform. The new, unified portal — officially called PATH (Partner Authorized Total Hub) — was implemented to remove complexity for thousands of Brother Authorized Partners (BAP), making it simple and easy for them to fully leverage Brother’s wide breadth of benefits and support.

“Our goal with the new portal is to maximize our amazing partners’ productivity by providing them with actionable insights and tools built for seamless access,” said Stephanie DeSanto, Senior Partner Program Development Manager, Brother International Corporation. “We live and breathe Brother’s tagline ‘At Your Side’, so ensuring a best-in-class partner experience has always been one of our highest priorities.”

Brother and its partners have remained focused on the total digital transformation of their business models even before the “new normal” made shifting to a digital-first mindset paramount. With the new partner portal, Brother Authorized Partners can now better engage customers and boost efficiencies through the contactless, completely online solution that is as simple to use as it is rich in functionality.

Among other offerings, the portal provides a content and video library, co-branded assets, detailed product and solutions information, channel rebates, and access to Brother’s online Knowledge Center, Rewards Program, Service Portal and much more.

The company will be rolling out various features and additional functionality over the next several months. “In the near future, partners will be able to view our product information such as specs, features, images, etc. and have direct access to Brother Knowledge Center, which is our LMS, Brother Rewards, which is our loyalty program, and our Service Portal for our ASCs and ASDs,” said DeSanto. In the first half of 2021, Brother will allow our partners to execute email marketing campaigns in the portal.

The company has increased its content library to target those industries that remained essential during the pandemic-related shutdown of the country, said DeSanto. “During COVID, we have seen a 20% uptick in the use of our LMS.” With the launch of the new portal, “we have centralized these assets in one location, making it easier for partners to access the resources they need.”

Since the launch of its LMS platform five years ago, more than 10 thousand pieces of content, including white papers, brochures, product guides, infographics, webinars, sell sheets, case studies, videos, and more have been consumed to support the company’s sales training and marketing efforts.

Brother has been piloting the program for months to ensure a flawless rollout to partners. Striving to have a majority of its partners utilize the platform which is built on the Zinfi platform, Brother will be providing significant education and training on the platform.

The company has also engaged with Zinfi’s Concierge Services, which will train the partners in great detail on the portal. “We expect that partners will utilize different parts of the portal depending on their own unique needs,” said DeSanto.