Channel Marketer Report


ColorTokens Expands Channel Team, Marketing Support To Enable Growth In Partner Network

ColorTokens, a provider of Zero Trust-based cybersecurity solutions, is expanding its channel organization to support the rapid growth of its North America partner network. Since the New Year, the company has increased its channel partners more than 20%.

“In 2022, we are increasing our focus on building our channel partner community and driving a mutual success plan by doubling the channel team, inclusive of channel managers and channel SE, as well as increasing its marketing focus to support our go-to-market strategy with our partners,” said ColorTokens’ Chief Revenue Officer, David Brown.

The company will be employing regional channel marketing managers. And to support its growing channel partner community, ColorTokens will be aiming to double its North America channel team.

With its expanded channel network, ColorTokens is targeting customers in vertical markets. “The cornerstone of ColorTokens’ marketing efforts is based on identifying critical and prioritized use cases by vertical,” Brown explained. Understanding the use cases drives content production “that supports our partners in having meaningful discussions and providing meaningful cybersecurity implementations.”

A portion of the content production effort is aimed at helping partners educate their customers on how to achieve effective breach resilience with micro-segmentation and Zero Trust. In conjunction, ColorTokens is training its partners on how to uncover these opportunities and position themselves to solve the challenges of today and the future through leveraging the company’s approaches to Zero Trust and micro-segmentation.

“Marketing begins with the materials then proceeds to in-depth partner training for both sales and engineers,” said Brown. “This is followed by a certification process that mimics our internal sales certification. Additionally, we are heavily invested in demand generation efforts, including webinar series, in-person and virtual events, and campaigns that we co-fund with our partners.”

Continuous improvements to a partner portal launched in 2020 facilitate access to assets based on the company’s “tribal knowledge,” said Brown. “We receive a great deal of positive feedback from our partners on the portal and its valued role in their enablement and growth. We’re also continually hearing that our deal registration system is one of the easiest to use in the industry. At ColorTokens, we take a human-centric approach, making Zero Trust security humanly possible, and this human-centric commitment extends to how we enable our partners as well.” 

ColorTokens will be measuring increased opportunities, increased conversion rates, increased ASP, and time to revenue. The company’s strategic investments “intend to facilitate the success of our partners” said Brown. “We closely monitor the enablement of our mutual customers to realize the value of micro-segmentation and Zero Trust. We measure and respond to continuous feedback from our partners and customers to uphold our commitment to continuous value. This includes technology, services, and support designed to ensure mission completion of end customers’ cybersecurity initiatives.”