Channel Marketer Report


Zoom Launches Partner Demand Center To Support Partner Marketing Efforts

Zoom has launched its first-ever partner demand center, a turnkey platform created to help its partners go to market with the company. Built on the StructuredWeb platform, the new tool provides members of the Zoom partner community with a marketing automation platform to expand their Zoom marketing practice. From co-branding and customization to digital marketing and campaign execution, the Partner Demand Center is a launchpad for partners to build awareness, generate demand, and grow their brand as a Zoom partner, the company said.

The Partner Demand Center offers a wide array of robust functionalities, supporting email campaigns, web content syndication, social media marketing, and events marketing including webinar syndication. The platform also supports video marketing and use of digital ads and banners.

Partners will be able to co-brand the materials they utilize. In addition, campaign localization is offered in 50+ languages through an integration with Google Translate, allowing partners to translate email campaigns. Analytics and reporting capabilities will provide partners with insights into lead tracking and campaign success metrics.

“Since the launch in mid-December, we have seen strong adoption of the Zoom Partner Demand Center among our partner community, both in North America as well as internationally,” said Joan Morales, Head of Partner Marketing at Zoom. “Hundreds of partners have already shown strong interest in the power and scale of being able to implement co-branded demand generation campaigns in any language, at any time with the Zoom platform.”

Joan Morales, Head of Partner Marketing, Zoom

Morales said that larger and more established partners usually have their own marketing automation tools, and may prefer to download assets and execute campaigns on their own platforms. “Small and midsize partners are more likely to leverage the marketing automation capabilities of the Zoom Partner Demand Center from end to end,” he said. “In both cases, our goal is to make it easy for all partners to do marketing with Zoom and continue growing with us.”

In preparing for the launch, Zoom created many new campaigns for partners to use in marketing to their customers. “Now that the Zoom Partner Demand Center is live, we plan to continue investing in our partner campaigns,” said Morales. “We’re absolutely thrilled to see our partners leverage multiple methods to reach their customers: email, web, video, virtual events, banners, and social.”

As its programs evolve, Zoom will continue to build campaigns designed for specific partner types and has future plans to segment some content and design for a more tailored partner experience. 

Tracking Program Performance

The company has identified multiple key performance indicators to track the success of the Zoom Partner Demand Center, most of which are related to partner adoption and marketing effectiveness. Partner adoption and usage KPIs include new accounts and users created, average monthly logins, and average days since last login, etc. Marketing campaign effectiveness metrics will help Zoom understand which campaigns and assets help its partners the most in terms of generating new leads and moving opportunities along the customer journey.  

“These metrics will be critical in helping refine the content we provide to partners,” said Morales.” As we measure success, we will always keep our end goal in mind: deliver thoughtful messages and resources that resonate with their target audience and drive the results our partners need to grow their business with Zoom.”