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In the current climate, digital interactions between brands and their B2B and B2C partners have become a major feature in their customers’ buying journey.
Given the complexity of customer interactions via different touchpoints and channels across the modern customer lifecycle as shown in the visual, planning frameworks can help simplify the analysis and prioritization of digital marketing activities.
It is sometimes difficult to orchestrate marketing activities in order to ensure that the right digital tactics are used at the right time and in the right place in that journey, to nurture a customer lead. However, in the partner world it’s a lot more complex, because before you embark on the development of any marketing campaign with or through a partner, an imperative step is to market to that partner to raise awareness of your brand and educate their teams, so that they really understand your value and are ready to sell.
The Smart Insights RACE model, which summarizes a customer’s multichannel journey – Reach, Act, Convert and Engage – is widely recognised by the Chartered Institute of Marketing and marketers worldwide. At Coterie, we felt that it could be adopted for partner marketing to bring the ‘market to’ phase into the fold, which in our opinion is one that is often overlooked. So by working with RACE model originator, Smart Insight’s Dave Chaffey, we developed a RACE model that did just that.
Please view the recorded webinar with myself, Helen Curtis, and Smart Insight’s Dave Chaffey, to understand more about our jointly adapted model and how using it could make your partner marketing more effective and efficient.
In the webinar, we discuss the options applying RACE to the three common modes of partnering or collaboration between a vendor brand and its channel partners such as resellers, system integrators, or other service providers. The three collaboration modes summarized in the visual are:
Sell to: Selling directly to distributors such as Value-added resellers who may then sell directly to the end customer
Sell with: Collaborative selling via partners to customers
Sell through: Marketing and sales where the vendor supports the reseller in their marketing activities, but are less directly involved
In each of these cases, it’s important to provide partners with the right types of digital assets to support interactions across the RACE lifecycle. We walkthrough templates in the webinar to explain this.
You can view the webinar Using Smart Insights RACE Model in the complex world of Partner Marketing on the resources page of the Coterie website or on YouTube.
Smart Insights Business members can review a more in-depth guide to Channel and partner marketing improvement.
Helen Curtis is the founder of Coterie Marketing. She is a Partnership and Proposition Marketing expert and trainer with twenty-five years’ experience of marketing and sales in B2B and B2C IT and Telecoms. Helen is specialized in the challenges of proposition and collaborative marketing for ten years, including working on joint strategic marketing plans, best practice for collaborative programmes, defining propositions, leading campaigns, and measuring return on investment for companies for major systems integrators and vendors across security, CRM, UC, and networking.
Helen has lectured at the University of Huddersfield and Coterie Marketing has won and been shortlisted for many awards including the Chartered Institute of Marketing best partnership marketing, B2B Marketing Best Multi-Channel programme, B2B Content Award winners.
You're reading Applying The Smart Insights Race Model To Partner Marketing
Two international teams are competing to create the heaviest element in the universe. Super-heavy elements are the elements at the bottom of the periodic table with an atomic number (the number of protons) above 104. The previous heaviest element, temporarily called ununoctium, was “discovered” in 2002, and the two teams are now attempting to produce elements 119 and 120.
Jon Petter Omtvedt, a professor of nuclear chemistry at University of Oslo, is working with scientists from Western Europe, Japan and the United States, running experiments at the German GSI Helmholtzzentrum für Schwerionenforschung. The other team is made up of Russian and American scientists working out of the Joint Institute for Nuclear Research in Dubna, Russia. “The competition is razor-sharp,” said Omtvedt. “Super-heavy elements are highly unstable and very difficult to create. It is like finding something unknown in outer space.”
Manufacturing a single atom of a new element is not sufficient to be credited with discovering a new element. The results need to be replicated. “No one will gain any recognition until another laboratory manages to recreate the experiment. In the worst case, it may take several decades before the experiment has been verified,” said Omtvedt. The heavier a super-heavy element is, the longer it takes to produce, and the shorter it will remain intact. A single atom of element 106 could be created within one hour when it was first discovered, and that atom decayers into lighter elements in 20 seconds. An atom of element 118 could be created in one month, and its half-life (the time before half of it decayed) was a mere 1.8 milliseconds.
Two weeks ago, nuclear physicists at Oak Ridge National Laboratory in Oak Ridge, Tennessee, created 20 mg of the highly radioactive element berkelium. Each team vying to create element 119 was given 10 mg of berkelium. They will bombard a metal plate laced with berkelium atoms with a beam of titanium atoms. The teams are working on a tight schedule. Berkelium’s half life is only 320 days, and once 320 days have passed, half of their sample will have decade into other elements. “It is extremely difficult to create intense titanium beams. To accomplish this, we have secrets that we will not share with others,” said Omtvedt.
The basic principle of creating super-heavy atoms is simple: smash the atoms of one element into those of another and their protons will add up to create a new element. Titanium’s 22 protons will join berkelium’s 97 to create an atom with 119 protons, one atom of element 119. Most of the time, though, the atoms will collide and shatter or partially destroy each other. But rarely, “less than once a month,” the protons will collide to create a complete atom. Detecting such a rare occurrence is a challenge. “You will have to detect this one atom on a metal plate where more than 100,000 superfluous events are occurring each second,” Omtvedt said. The only way to detect the new atom is to observe the radioactive radiation it emits when it decays. There will be no evidence of the new element until it’s already gone.
“We are working right at the cutting edge of what is experimentally possible,” said Omtvedt. “In order to study the heaviest elements, we have to stretch the current technology to its utmost and even a little further.”
Google is the central force for online tools and services, but the fact of the matter is, even with good tools you are bound to have questions or need further support. The Partner Gallery Feature, which incorporates both Google Partners and Apps, was created with this in mind. Ultimately, the Google Analytics Partner Gallery makes it easier to search for solutions to everyday problems.
If you’re looking for something new in 2024 to improve your online strategy, it’s a great place to start.How Google Analytics Partner Gallery Works
Initially, Google created a search tool called the “App Gallery” and the Partner Gallery was designed as a re-launch of this (different name, but similar concept). While it isn’t talked about a lot in the online community, it can be a very useful tool to get the technical support you need, especially as a small business.
In different situations you need different kinds of support. Sometimes this may be an app or another type of service assistance. The main difference between the “App Gallery” (as well as other past systems) and the Partner Gallery is the ability to search for different types of support in one place.
The screen shot above is the initial search screen on the home page for the Google Analytics Partner Gallery. Note that you can now search for both partners and solutions in one place. Consider how the two main features work below.The Partner Gallery Features Services by Google Analytics Certified Partners
The search to find an answer to your question about website testing, conversion optimization, or analytics starts with a GA certified partner. The Partner Gallery utilizes certified partners who go through a rigorous application process to offer support for these areas of expertise. The Google Partners Badge (and certification badges alike such as the The Adwords Certification + Analytics certification) is a great trust symbol that reputable SEO providers use to help build confidence in their website visitors and prospects. GA uses both individual experts or an entire companies who earn their partner verified badge after completing the application and being deemed useful for the Partner Gallery Feature. What this means is that your questions are guaranteed to get the best of the best to respond. Below is a screenshot that shows how you can scroll through some possible Partners:
As you can see in the screen shot above, you are able to search by category and location (to make visiting an office more convenient) when you are searching for a specific service such as “web design” or “ppc management services.” As with searching for other businesses on Google, you can also see how they are rated on a 5-star scale.Apps by Google Analytics Technology Partners
This is the “app” component. The Partner Gallery uses a list of applications that work directly with analytics by either extending the features of Google Analytics or to help support Analytics by complimenting some of the features. These apps are generally made by third-party companies who again, go through a rigorous approval process, as opposed to being developed by Google.
Once you are at the Partner Gallery you have the option of choosing between services (i.e. certified partner support) or add-on technology (i.e. Google Analytics technology partners). Similar to the services search page, you are able to search by category to refine the options that come up on the results page. Additionally, you are able to search by both ‘paid’ and ‘free’ apps. There are several really great free applications, and of course, some that are definitely worth paying for.Summer 2014 Features Update to the Google Analytics Partner Gallery
The newest update took place in June 2014 and combined the Apps and Services in one platform. The whole goal of this was to make it easier for companies to find what they need and the exact kind of support they are looking for faster than before. Google Analytics did a lot with the features available, some of which you can see in the screenshots presented above.
In the most recent summer update, the most notable new features were:
A new look and layout that is clean and easy to navigate
New category selection
Partners are now sorted based on your location, making it easier to find service offices near you
There were also other features incorporated in the new update, such as:
Screenshots and videos in order to better understand how certain apps work
Comments and ratings to review user experiences and show feedback
The new features and layout makes it a lot easier to sort through different partners and find what you need. One of the best features of the new update is definitely the incorporation of searching by location. If you have the desire to visit the office of the support expert you are speaking with, or you feel it may be beneficial to meet in person, than you are able to do so with this feature.Do You Have What it Takes to be Part of the Actual Gallery?
The Google Analytics Partner Gallery is always looking for new consultants and businesses to participate, especially since it’s not well-known by many people. You can visit their page here to learn more about the requirements and the benefits.
To become a Google Analytics Certified Partner, you must be qualified and have expertise with Google Analytics. As I said earlier, Google takes this component seriously and their Partners go through a significant application process. Additionally, if you think you may qualify to be a Technology Partner, they look for partners that offer applications that integrate with and/or complement Google Analytics.
This is a great addition to your business plan and involvement with Google Analytics, so definitely consider this if you think you may be a good fit.The Takeaway
The Partner Gallery, especially with the new and updated features, is one of the best options for consulting about analytics (and its features) for businesses. While it is not a hot topic of online conversation just yet, its new developments and features make it a rising tool for success, and it will likely keep developing to give users the additional support they need.
This crudely made model of the D3000 gives us a vague idea of the actual concept; a tricamaran tumblehome hull, with armament that includes autocannons and anti-ship missiles, as well as launching tubes for small unmanned underwater vehicles, torpedoes, or mines. by78
At the turn of the 20th century, the great powers competed to build the modern-day battleship. Today, a new arms race may be breaking out, this time with robotic warships.
The D3000 is a 98-foot-long, stealthy robotic trimaran warship designed to operate autonomously for months. Notably, this system—which appears to be tagged for export—is being offered by the China Aerospace and Science Technology Corporation, a Chinese defense contractor whose primary strength is in missiles and other aerospace technologies. (It’s the company that’s building the T Flight, China’s answer to the Hyperloop.) CASC notes that the D3000 can either operate by itself, or as part of a larger task force with manned ships.
This isn’t the first time China has offered a trimaran warship for export; the China Shipbuilding Trading Company offered a 2,400-ton trimaran frigate (manned) at the IDEX 2023 arms fair in the UAE earlier this year.
Needs Better Props Department
While the D3000 seems to be a serious enough export proposal for high intensity naval warfare, CASC clearly didn’t put much effort into the display model; the weight of four Type 730 Gatling cannons would make the ship top heavy, and the anti-ship missile canisters don’t even fit into the hull!
From available pictures, the D3000 has significant stealth shaping and likely displaces about 100-150 tons. While the model shows that the D3000 is armed with three Type 730 Gatling cannons (two stern, one aft), the conceptual nature of the robot warship suggests that we shouldn’t take that armament fit seriously. More realistically, the D3000 will also be armed with anti-ship missile launchers built into its superstructure, and launch tubes above the waterline. Those launch tubes could potentially be used to launch torpedoes, lay mines, or deploy underwater unmanned vehicles.
Using unmanned vessels as a mothership for more unmanned systems is becoming popular in both defense and civilian applications. In this case, unmanned surface vehicles could extend the sensor net of the D3000, hiding underwater to spot enemy submarines and carriers to call back to the D3000, which, in turn, networks firing solutions to friendly ships and aircraft.
The High Speed Intercept Boat is a very fast (80 knots!) USV still being tested by the PLAN, and already offered for export. Currently capable of being armed with machine guns, its arsenal will likely expand once it enters service.
China has already tested (and tried to sell) other armed unmanned surface vehicles. The High Speed Intercept Boat is a 42-foot trimaran with speeds of 80 knots and can be armed with machine guns and anti-tank guided missiles, potentially operating in unmanned swarms. It is being tested by the PLAN, and made its international debut in 2024 in Malaysia.
ACTUV Sea Hunter
DARPA’s Sea Hunter, a 100-foot unmanned surface vehicle designed to hunt submarines, is currently the world’s largest warship of its kind.
The D3000’s closest international counterpart is the Sea Hunter, built for DARPA’s ACTUV anti-submarine program. The 131-foot, 145 ton Sea Hunter has a speed of only 27 knots, but that’s fine because it’s conceived as a test ship for future unmanned operations. Conceptually, the Sea Hunter and its follow-ons would also take on roles like tracking enemy submarines and mine detection, as opposed to antiship role reflected the D3000 concept. Of course, there’s nothing from stopping China from building its own sub-hunting robotic warships to make up for its historical anti-submarine warfare weakness.
That China is already pitching a large robotic warship for export—and from a vendor not typically known for such offerings—suggests a high degree of confidence in the global competitiveness of the country’s unmanned naval technologies. In turn, more established shipbuilders like the China State Shipbuilding Corporation and the People’s Liberation Army Navy (PLAN) are certainly not going to sit the robotic revolution out, so expect more news on robotic Chinese warships in the near future.You may also be interested in:
AIDA model explained: Examples and tips for using this strategic marcomms planning model the real world
The AIDA model, tracing the customer journey through Awareness, Interest, Desire and Action, is perhaps the best-known marketing model amongst all the classic marketing models.
Many marketers find AIDA useful since we apply this model daily, whether consciously or subconsciously, when we’re planning our marketing communications strategy.What is the AIDA model?
The AIDA Model identifies cognitive stages an individual goes through during the buying process for a product or service. It’s a purchasing funnel where buyers go to and fro at each stage, to support them in making the final purchase.
It’s no longer a relationship purely between the buyer and the company since social media has extended it to achieving the different goals of AIDA via information added by other customers via social networks and communities.What does AIDA stand for?
Awareness: creating brand awareness or affiliation with your product or service.
Interest: generating interest in the benefits of your product or service, and sufficient interest to encourage the buyer to start to research further.
Desire: for your product or service through an ’emotional connection’, showing your brand personality. Move the consumer from ‘liking’ it to ‘wanting it’.
Action: CTA - Move the buyer to interact with your company and taking the next step ie. downloading a brochure, making the phone call, joining your newsletter, or engaging in live chat, etc.
Retention: We all know that this is key to upsell, cross-sell, referrals, Advocacy and the list goes on.. as companies are also focussing on LTV.
The additional “R” is sometimes added by some Marketers to show the importance of ongoing relationship-building to give the AIDAR model. This is similar to the ‘engage’ aspect of our RACE funnel.
Free digital marketing plan template
Our popular marketing planning template is structured across the Smart Insights RACE Framework. Join Smart Insights as a Free Member to download our digital marketing plan template today
Access the Free digital marketing plan templateHow to use the AIDA model So how can AIDA be applied to marketing planning?
The AIDA funnel could be referred to as a communications model rather than a decision-making model. Companies use AIDA to identify how and when to communicate during each of stage of their customer journey. Consumers will be using different platforms, engaging at different touchpoints, and requiring different information throughout the stages from various sources.
So using this to help plan your tailored and targeted communication campaign may be a start.
Ask yourself some key questions throughout the stages:
Awareness: How do we make buyers aware of our products or services? What is our
How do we make buyers aware of our products or services? What is our outreach strategy ? What is our brand awareness campaign ? Which tools or platforms do we use? What should the messages be?
Interest: How will we gain their interest? What is our content strategy? Social proof available to back up our reputation? How do we make this information available and where ? ie. on website, via videos, customer ratings,
Action: What are the call to actions and where do we place them? Is it easy for consumers to connect and where would they expect to find it? Think about which marketing channel/platform you are using and how to engage ie. across emails, website, landing pages, inbound phone calls etc.
Retention: What is the proposition to retain loyalty? At what stage do we encourage this on-line and off-line, and how?An example of the AIDA model
Here is a case study from our Marketing Models Guide showing how an award-winning hairdressing company, Francesco Group used the model to launch their new salon.
Ran a PR campaign four months prior to launch, promoting award, stylists, qualifications etc. and was reinforced through a DM campaign to targeted customer groups.
2. Interest: Executed a direct mail campaign to offer a free consultation or hair cut and finish. They used research to support that this would work, as females are loyal if the offer is compelling.
The case study didn’t highlight Retention, though there are many ways to increase loyalty around sign up to mailing lists or social platforms which offer news about offers and events, discounts on product ranges, discounts according to the frequency of visit, etc.
Structure your marketing plan around a funnel proven to boost performance. Join Smart Insights as a Free Member for instant access to our free digital marketing plan template to hone your skills and drive the results you need.
Free digital marketing plan template
Our popular marketing planning template is structured across the Smart Insights RACE Framework. Join Smart Insights as a Free Member to download our digital marketing plan template today
Access the Free digital marketing plan templateThe Original Reference Source
Some say the AIDA model has been used for over three centuries. More details on the AIDA model history are available on Wikipedia.
Lewis, E. St. Elmo. (1899) Side Talks about Advertising. The Western Druggist. (21 February). p. 66. ￼￼Lewis, E. St. Elmo.
(1903) Advertising Department. The Book-Keeper. (15 February).
p. 124. Lewis, E. St. Elmo. (1908) Financial Advertising, Indianapolis: Levey Bros. & Company.
Imagine a luxurious bathroom that knows your perfect water temperature for your morning shower, adjusts the lighting as you walk in and a mirror that mimics natural sunlight for applying makeup perfectly. All you need are the right smart bathroom devices to make this dream a reality.Kohler Eir Comfort Height Toilet
The toilet is where you spend a lot of your time. Why shouldn’t that toilet be smart? One of the most luxurious smart bathroom devices to consider is the Kohler Eir Comfort Height Toilet. While it’s not the only smart toilet in Kohler’s line of intelligent toilets, it does have numerous features that’ll make your current toilet green with envy. Some Kohler toilets even have Alexa integration.
Self-cleaning, heated seat, built-in LED nightlight, front- and rear- cleaning, air-drying and LCD remote are just the start of the features. If the power goes out, the Emergency Flush feature gives you up to 100 flushes.Kohler Moxie Showerhead
The newest way to shower with Alexa was just unveiled at CES 2023. Last year, Kohler introduced an Alexa-enabled toilet. This year, the company announced an Alexa-enabled version of the Moxie Showerhead. The original Moxie is just a removable, waterproof, Bluetooth speaker. The new version is a removable speaker with Alexa built in. The speaker is designed to run for up to five hours on a charge. Charging the speaker is as easy as detaching it and placing it on its wireless charger.
One of the biggest benefits is you don’t have to change much about your shower. You just replace your showerhead and you’re done. While no official release date has been set, Kohler expects to start shipping the new Moxie Showerhead with Alexa later in 2023.U by Moen
Want Alexa to actually control your shower? The U by Moen Smart Shower is designed to customize your entire showering experience. Naturally, you can control the system with your voice, an app, or even a wall-mounted control panel. It’s compatible with Alexa, Siri, and Google Assistant.SimpleHuman Sensor Mirror
The SimpleHuman Sensor Mirror is a must-have for getting your makeup just right. The tru-lux light system allows you to adjust the light to mimic natural sunlight to see all the subtle variations for more flawless makeup. The mirrors come in a variety of styles, including circular and wide-view.
Some models, such as the Sensor Mirror Hi-Fi, even have Alexa built in, so you can play music, hear the weather forecast and much more while getting ready to go. The lights around the mirror only turn on when your face is in view. They go off as you walk away.ThermaSol Smart Shower SmarTap
SmarTap adds even more features to let you shower the way you want. While it offers the same temperature settings and remote shower turn-on features as other systems, you can create multiple shower and bath profiles.
Instead of just focusing on showers, SmarTap also auto-fills your bath using your customized preferences. Once again, you just have to ask Alexa to get started. Create individual bathing profiles for every family member, including your kids. One unique feature is SmarTap’s IFTTT integration. Tell Alexa to fill your bath and an IFTTT integration with your smart bulbs could automatically dim the lights to create a more relaxing atmosphere.Capstone Connected Home Mirror
The Capstone Connected Home Mirror is one of the most innovative smart bathroom devices. While it looks like a mirror, it features the full power of Google Assistant. Control the mirror by touch or voice.
Play your favorite music while you’re in the shower. Catch up on the latest news while you brush your teeth. You can even use it to control other Google Home products. The best part is it’s not just for the bathroom. You can add this smart mirror to any room in your home or even in multiple rooms.
With every passing year, more smart bathroom devices are released. Upgrade your bathroom for an experience unlike any other.
Image: Kohler Design Center by MichaelSteeber, Jo Naylor
Crystal Crowder has spent over 15 years working in the tech industry, first as an IT technician and then as a writer. She works to help teach others how to get the most from their devices, systems, and apps. She stays on top of the latest trends and is always finding solutions to common tech problems.
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