Sectigo, a commercial certificate authority and a web security solutions vendor, has made comprehensive improvements to its channel partner program. By further equipping its already-thriving channel of partners worldwide with additional tools and incentives, the company’s goal is to enable them to expand into new segments within the cybersecurity market. Last July, Sectigo credited significant revenue growth to a 27% year-over-year increase in global partner sales.
“Sectigo is providing our partners with the necessary resources to increase visibility and profitability, and ensure their future success,” said Heather Bell, Vice President of Enterprise Partners, in a press release. “The initial input we have received about the new channel partner program has been very positive – and we will continue to explore ways to make it mutually beneficial.”
Jonathan Skinner, Sectigo’s CMO, told Channel Marketer Report that partner marketing activity plays a very important role in the company’s overall demand generation goals. “Sectigo has a long tradition of channel relationships with more than half our revenue coming through our partnerships. Historically the company has relied on these partners to conceive and execute their marketing programs. Some are excellent at marketing, but for many partners, marketing our solutions is not their primary point of focus.”
With the launch of its new program, Sectigo introduced new tools, materials and additional marketing support tailored to fit their partners’ unique marketing mix model. “Each partner has different marketing capabilities, and we’ve armed them with messaging, content, collateral, entire campaigns, and more,” added Skinner. “We hope to improve both the amount and the quality of partner marketing activity.”
The new channel programs were based heavily on partner feedback. “We maintain close relationships with our partners and have observed first-hand the opportunity to help them promote our offerings more effectively with less effort on their part,” said Skinner. “Before launching any new partner marketing initiative, we work closely with our partners to solicit feedback and incorporate their requests to ensure the adoption of the program or tool.”
Sectigo is now supporting partners with a demand generation portal where partners can browse and download the latest content and assets, along with full end-to-end demand generation campaigns “These materials are customizable and co-brandable and cover a variety of topics in a variety of formats,” said Skinner. “Partners can also execute integrated multi-step campaigns directly from inside the portal. They simply load the contact details, customize the campaign materials, schedule the dates, and the platform executes the multi-touch series.”
Partners have access to full campaign analytics and leads generated from the platform, or they can have the results go directly into their CRM. The company is planning to add more capabilities to the portal throughout the year. “Our portal roadmap includes more comprehensive sales reporting, enhanced customer management capabilities, partner training and certification, access to beta programs, and more,” explained Skinner.
To enable small partners or resellers with only a small part of their business in web security to engage constructively with Sectigo, the company’s entry-level tier – Registered Partner – gives access to comprehensive marketing assets and inside partner account managers without an annual sales commitment.
“Businesses that are growing or just experimenting with the digital certificate space can get engaged easily with us and then grow into a higher tier when they’re ready for that,” said Skinner. “That includes emerging geographic markets and companies exploring new industry spaces or business models.”