When companies scale internationally, finding the right channel partners is a big milestone. But once you’ve secured them, the next challenge is equipping them with the tools they need to market and sell your products effectively.
Pricing books, ordering processes, and supply chain logistics are important, but increasingly, we’re seeing that having high-quality marketing assets is just as crucial. Whether it’s in-store print materials, trade show banners, digital catalogue inserts, or online ads, your partners need the right resources to promote your brand.
But before you simply upload a bunch of files to Dropbox and call it a day, here’s what you should consider:
First, channel partners and distributors will almost always want to tweak marketing materials to fit their needs. At a minimum, they’ll want to add their logo and contact details. And if you’re expanding into new markets, language localisation will likely be necessary.
Second, the harder it is for your partners to access, adapt, and use your materials, the less likely they are to invest their time. If it’s too complicated, they’ll prioritise other brands that make their lives easier.
Finally, brand consistency is critical. Every interaction a potential customer has with your brand should be consistent, reinforcing recognition and trust. Research shows that customers are far more likely to buy from brands with a strong, uniform presence across all touchpoints.
This is where purpose-built platforms like Sesimi come in. Sesimi helps some of the world’s biggest brands manage and distribute their marketing assets efficiently. Their CEO, Andrew Baker, has worked closely with entrepreneurs scaling internationally, and he offers three key insights on supporting channel partners effectively:
Make It Easy
Give your partners everything they need to quickly create the assets that drive sales. Digital advertising, for example, has standard formats and sizes—ensure your key assets are pre-sized or easily adaptable. Brands that make it simple for their partners to create marketing materials see up to three times more advertising activity.
And don’t forget, if your dealers and distributors support multiple brands, you’re competing for their attention. If your system is cumbersome or unresponsive, they’ll shift their focus to other brands that are easier to work with.
Consistency Matters
Studies show that consistent branding drives awareness, trust, and ultimately, sales. Major brands spend about 10% of their marketing budget on brand compliance to ensure this consistency. While that level of investment might not be feasible as you’re growing, finding ways to maintain brand alignment without creating friction with your sales channels is critical.
Collaboration is Key
The best results come when brands and their partners work together effectively. Your channel partners want to sell more—just like you do—but inefficiencies in marketing can slow everything down. When you provide streamlined, user-friendly tools for marketing, you remove roadblocks and create momentum for growth.
Investing in your brand and marketing assets isn’t just about looking good—it’s a fundamental part of accelerating your international expansion. If you want to scale faster and more effectively, make sure your channel partners have everything they need to market your brand with ease and consistency.
