Zoom’s first marketing platform for partners features newer tools like video marketing and event syndication as well as ones which have been around in the industry for many years.
Zoom has launched its first Zoom Partner Demand Center, a turnkey marketing platform designed to provide partners with multiple strategies and tools to improve their marketing abilities. This kind of platform is common in the industry, with some vendors having had them for decades. However Zoom believes its platform is highly differentiated because it provides some newer and more innovative options that partners will not have commonly seen in other marketing platforms.
“The Zoom Partner Demand Center is accessible for all authorized Zoom partners,” said Joan Morales, Head of Partner Marketing at Zoom. “We think that this will make a huge difference, which is why we wanted to get it out before the holidays, so it will be in place at the beginning of the new year.”
The Zoom Partner Demand Center is powered by the StructuredWeb channel marketing automation platform.
“It includes all of the latest and greatest in terms of marketing tactics,” Morales said. “This includes not only legacy ones like Web syndication and banners, but newer ones as well like video marketing. For example, partners can personalize video marketing by getting access to our library and cobranding the assets. Video is being used more and more, and this ability to create their own branded snippets is fairly novel.”
Zoom plans to use the Center extensively to do event syndication events with partners.
“We do a lot of thought leadership events,” Morales said. “With this, partners will be able to access a live event and make it one of their own. In addition, if partners promote an event, they get all the data – not us.”
In addition to the video marketing and events marketing capabilities, the platform also facilitates email campaigns, social media marketing, digital ads and banners and co-branding.
Morales also emphasized the strength of the platform’s translation capabilities, where Canada will be one of the beneficiaries because of the French presence.
“They have built in Google Translate, so any campaign in English can easily be translated,” he said. “This is important in Canada, but it’s really important in the Asian market. All of our materials can be presented in any language, over 50 in total. This is not the only platform that does this, but very few platforms allow that kind of simple translation. If you aren’t happy with it, you can also change some words. We find that it’s often the ‘call to action’ words that get changed. The literal translation of these often isn’t what you want.”
Morales also emphasized that Zoom will be adding more campaigns with their partners.
“This is not only around Zoom, but Zoom plus our partners,” he said. “We are already reaching out to our partners about this, and that will be a major investment for us in 2022. Another priority will be creating a community of partners around marketing excellence, with tokens of appreciation and other swag for partners who implement campaigns.”
Morales also emphasized that Zoom is expecting both large and small partners to make use of the Zoom Partner Demand Center
“Some partners are very good at marketing, and the larger ones tend to have their own tools,” he said. “We expect that those larger ones with their own marketing teams will add these assets into their own platforms and use them. Many medium and small will just appreciate having access to a platform that is versatile and easy to use. We also provide a concierge service to schedule a personalized time for them if they need help.”