case study channel list

64 Of The Best Channel Marketing Case Studies

July 16, 2015

One of the most attractive things in a business is an effective, scalable marketing channel. Truthfully, it’s not nearly as easy as it sounds.

Exploring whether or not a channel can work for you takes work – a lot of it. Sometimes it takes months to really explore a marketing channel and decide whether or not it is delivering results.

When I advise clients on channels that I believe will be effective for their business, I always start by considering the case studies. What are other businesses doing that is working, and is it something that we can mimic?

Therefore, I’ve organized a list of over 60 case studies, organized by channel, where actual results were delivered.

If you’re in the middle of one of these channels right now, I suggest honing in on the case studies and deciding whether or not you should implement it yourself.

Table of Contents 

Content Marketing Email Marketing Influencer Marketing SEO Social Media Viral Marketing Word Of Mouth

Content Marketing

Content is king – as they say. That said, content marketing is a relatively new strategy that is taking the internet by storm as content is being seen as the way for businesses to rank in Google. In fact, a recent survey by Marketing Land found that 89% of businesses doing content marketing say it works. It is extremely cheap and has virtually no barriers to entry.

• Content Strategy Case Study: 36,282 Readers & 1,000 Subscribers
• Case Study ? How an effective content marketing strategy drives online success ? Belfast ? The Tomorrow Lab
• A Case Study: Content Marketing Increases Web Referrals by 50%
• 15 B2B Case Studies Show How Content Marketing Drives ROI
• Content Marketing Case Study: How To Increase Traffic 272% In 30 Days (Without Spending A Penny)
• Case Study: How MSI Data Drives Business with Content Marketing | Search Engine People
• Content Marketing Case Study :: 600 visitors a day from a single blog post | MODassic Marketing

Email Marketing

Content may be king but the money is in the list. Collecting someone’s email address is often seen as the holy grail of marketing, because people are so much more receptive to emails as compared to other channels. Still, it’s important to know what to do with those email addresses after you collect them, which are what these case studies reveal.

• How to launch an online course and make $220,750 in 10 days
• Case Study: Email Marketing with Markree Castle Hotel and GroupMail
• Email Marketing Case Study: How I Generated $40,000 In Sales Without Annoying My Subscribers
• Email Marketing: Microsoft Store uses relevance to increase sends by 300% and email revenue by 600% | MarketingSherpa
• Email Marketing: Simplifying email content increases open rates 48% for B2B company | MarketingSherpa
• 10 Case Studies To Help You Get More Clicks – Email Marketing Tips
• Using Email Marketing to Connect with the Local Community

Influencer Marketing

Influencer marketing is one of the most talked about marketing channels in recent times. It involves identifying potential brand advocates and partnering with them to promote your business. What makes influencer marketing ideal is that you get to tap into the large audience that influencers have amassed. Again, this is a very cost effective channel for reaching thousands of people.

• Luxury Social Media Marketing Case Study Example: diptyque Paris | Affinitive
• What Happens When Guy Kawasaki Tweets Your Post to His Followers? | DrumUp Blog
• Case Study: 30% Conv. Rate with Influencer Marketing
• Company Spotlight – How LeadPages Uses Influencer Marketing To Grow To 25k Customers
• Influencer Marketing Success on YouTube – NordicTrack
• How we grew our website traffic by +400% with influencer marketing ? onalytica
• Award Winning B2B Influencer Content Marketing Case Study & 18 Resources
• Influencer Marketing Case Study: Kmart Holiday Hoopla Contest | WendyPiersall.com

Google has over 1 trillion searches a year, and tapping into that is what Search Engine Optimization is all about. What’s unique about SEO is that it tends to be ongoing. If you are ranking for a set of keywords you can continue to receive traffic long after the “campaign” is over with (as opposed to make other types of marketing channels). See in these case studies how businesses have improved their rankings and increased their organic traffic.

• Negative SEO Case Study: How to Uncover an Attack Using a Backlink Audit | SEW
• Inflow SEO Case Study: 108% YoY Organic Traffic Increase
• How VeriFirst Used Content to Increase Organic Traffic, Leads, and Grow Business
• How Social Media Can Help Organic SEO : 2 Case Studies – Jeffbullas’s Blog
• How We Increased Organic Blog Traffic by 203.5% in Less Than 3 Months – And You Can Too – @ProBlogger
• How To Increase Website Traffic to Over 100,000 Visitors Per Month
• Project POUQ: Increase Organic SEO Traffic by 10,000 Unique Visitors a Month
• White Hat SEO Case Study???How I Increased Traffic to Over 100,000 Visitors per Month ? Medium
• Case Study: One Site’s Recovery from an Ugly SEO Mess – Moz icon-book icon-close icon-conversation icon-envelope icon-external icon-house icon-menu icon-pencil icon-products icon-search moz-logo Tools
• Increasing Organic SEO Traffic by 400,000 Unique Visitors a Month! – YouMoz – Moz icon-book icon-close icon-conversation icon-envelope icon-external icon-house icon-menu icon-pencil icon-products icon-search moz-logo Tools

Social Media

It seems that just about every business has at least one social media profile nowadays, which would make it significantly more popular than content marketing. That said, having a profile is not the same as having a strategy – far from it in fact. What’s unique about social media are all of the different platforms, such as Facebook, Twitter, Pinterest, Instagram, to name just a few. Each has a different audience and requires a different strategy. For example, while Facebook is normally heralded as a great B2C platform, LinkedIn is typically reserved for B2B. While Facebook and Twitter seem to have an equal number of men and women, Pinterest is heavily geared towards females. These case studies will guide you on how to tackle each channel.

• 5 Best Social Media Campaigns of 2014 – Beta21
• How L’Oreal Use Social Media for Recruitment [Case Study]
• ShipServ and one of the most interesting B2B social media case studies – Schaefer Marketing Solutions: We Help Businesses {grow}
• B2B Social Media Case Study: How I made $47 million from my B2B blog – Schaefer Marketing Solutions: We Help Businesses {grow}
• Social Media Launch Saves Cisco $100,000+ Social Media Examiner
• How Red Bull uses Facebook, Twitter, Pinterest and Google+ | Econsultancy
• How Cadbury uses Facebook, Twitter, Pinterest and Google+ | Econsultancy
• The Key Features Behind A Successful Marketing Campaign | Simply Zesty

Video Marketing

Video is a popular media used in marketing campaigns and it’s becoming more and more popular each year as the barriers to entry for video creation lessen. To put things in perspective, every minute 300 hours of video are uploaded to Youtube.

• How Cuisinart Grew Brand Engagement With Interactive Video On Facebook
• Viral Video Case Study of Dollar Shave Club : What We Can Learn ? iMediaConnection Blog
• Succeed with Video Content Marketing: 5 Tips and a Case Study
• [Case Study] How 1 Instagram Marketing Video Increased New Patients at a Bahrain Medical Clinic – Gulf Broadcast [Case Study] How 1 Instagram Marketing Video Increased New Patients at a Bahrain Medical Clinic – Gulf Broadcast
• What It Really Takes For Video Content To Go Viral [Case Study]
• A case study of using video marketing to enhance your brand and help CRO – Smart Insights Digital Marketing Advice
• 5 Examples of Awesome B2B Video Marketing | Vidyard

Viral Marketing

Viral – it’s what everyone wants to go. While there is no way to guarantee virality, there are conditions that increase its likelihood. As you read these case studies notice some of the following attributes. Firstly, many viral campaigns involve video. This is because video is easy to share and easy to digest. A one minute video can convey a whole host of emotions. Additionally, they integrate sharing into the campaign, asking you to tag multiple other people. This prolongs the life of the campaign. Lastly, there is usually something “catchy”. Combine all of these elements and you may just have a viral campaign.

• Viral Marketing Case Study: 17,584 Visitors In One Day
• The ‘Ice Bucket Challenge’: A case study in viral marketing gold – Digiday
• Case Study: Going Viral With Stride Gum | jmarbach.com
• The Old Spice Social Media Campaign by the Numbers
• The Dark Knight: A Case Study of Viral Marketing | PhilTreagus.com | An Entrepreneurs Life?
• Case Study: AcneFree Sampling Goes Viral! ? likeable media
• No make-up selfie cancer campaign raises ?8m in 6 days – Telegraph
• Case Study: How Gangnam Style went viral with a strategic marketing campaign from YG Entertainment | The Drum
• 9,000 Uniques in One Day: A Viral Marketing Case Study – Moz icon-book icon-close icon-conversation icon-envelope icon-external icon-house icon-menu icon-pencil icon-products icon-search moz-logo Tools

Word Of Mouth

Word of mouth is considered the holy grail of marketing. It’s generally one of the least expensive channels – but how do you get people to talk about you? Often, it has to do with getting the big things right; a great product, great customer service, and a reason for people to share. These case studies go in depth on various referral campaigns that capitalize on word of mouth sharing.

• How Intuit Measures the Impact of Social Media Activity on Sales for Small Business Owners, presented by Kira Wampler | WordofMouth.org
• How Word-Of-Mouth On Facebook Can Boost Sales 433% | SocialTimes
• Digital marketing case study – Dettol boosts spray sales 86% in China via mums’ word of mouth – Digital Training Academy
• AAP collects INR 18M using InviteReferrals Referral marketing software
• Word-of-Mouth – Case Study: How One Company More Than Doubled Customer Referrals : MarketingProfs Article
• Social Media Marketing: How a small e-commerce site attracted 293,000 Facebook fans | MarketingSherpa
• Word of Mouth Marketing Case Study: Epson & Sparkplugging | WendyPiersall.com
• Referral Program: 18,000 customer participants create more than 60,000 shares, $100,000 in sales | MarketingSherpa

Top 40 Most Popular Case Studies of 2021

Two cases about Hertz claimed top spots in 2021's Top 40 Most Popular Case Studies

Two cases on the uses of debt and equity at Hertz claimed top spots in the CRDT’s (Case Research and Development Team) 2021 top 40 review of cases.

Hertz (A) took the top spot. The case details the financial structure of the rental car company through the end of 2019. Hertz (B), which ranked third in CRDT’s list, describes the company’s struggles during the early part of the COVID pandemic and its eventual need to enter Chapter 11 bankruptcy. 

The success of the Hertz cases was unprecedented for the top 40 list. Usually, cases take a number of years to gain popularity, but the Hertz cases claimed top spots in their first year of release. Hertz (A) also became the first ‘cooked’ case to top the annual review, as all of the other winners had been web-based ‘raw’ cases.

Besides introducing students to the complicated financing required to maintain an enormous fleet of cars, the Hertz cases also expanded the diversity of case protagonists. Kathyrn Marinello was the CEO of Hertz during this period and the CFO, Jamere Jackson is black.

Sandwiched between the two Hertz cases, Coffee 2016, a perennial best seller, finished second. “Glory, Glory, Man United!” a case about an English football team’s IPO made a surprise move to number four.  Cases on search fund boards, the future of malls,  Norway’s Sovereign Wealth fund, Prodigy Finance, the Mayo Clinic, and Cadbury rounded out the top ten.

Other year-end data for 2021 showed:

• Online “raw” case usage remained steady as compared to 2020 with over 35K users from 170 countries and all 50 U.S. states interacting with 196 cases.
• Fifty four percent of raw case users came from outside the U.S..
• The Yale School of Management (SOM) case study directory pages received over 160K page views from 177 countries with approximately a third originating in India followed by the U.S. and the Philippines.
• Twenty-six of the cases in the list are raw cases.
• A third of the cases feature a woman protagonist.
• Orders for Yale SOM case studies increased by almost 50% compared to 2020.
• The top 40 cases were supervised by 19 different Yale SOM faculty members, several supervising multiple cases.

CRDT compiled the Top 40 list by combining data from its case store, Google Analytics, and other measures of interest and adoption.

All of this year’s Top 40 cases are available for purchase from the Yale Management Media store .

And the Top 40 cases studies of 2021 are:

1.   Hertz Global Holdings (A): Uses of Debt and Equity

2.   Coffee 2016

3.   Hertz Global Holdings (B): Uses of Debt and Equity 2020

4.   Glory, Glory Man United!

5.   Search Fund Company Boards: How CEOs Can Build Boards to Help Them Thrive

6.   The Future of Malls: Was Decline Inevitable?

7.   Strategy for Norway's Pension Fund Global

8.   Prodigy Finance

9.   Design at Mayo

10. Cadbury

11. City Hospital Emergency Room

13. Volkswagen

14. Marina Bay Sands

15. Shake Shack IPO

16. Mastercard

17. Netflix

18. Ant Financial

19. AXA: Creating the New CR Metrics

20. IBM Corporate Service Corps

21. Business Leadership in South Africa's 1994 Reforms

22. Alternative Meat Industry

23. Children's Premier

24. Khalil Tawil and Umi (A)

25. Palm Oil 2016

26. Teach For All: Designing a Global Network

27. What's Next? Search Fund Entrepreneurs Reflect on Life After Exit

28. Searching for a Search Fund Structure: A Student Takes a Tour of Various Options

30. Project Sammaan

31. Commonfund ESG

32. Polaroid

33. Connecticut Green Bank 2018: After the Raid

34. FieldFresh Foods

35. The Alibaba Group

36. 360 State Street: Real Options

37. Herman Miller

38. AgBiome

39. Nathan Cummings Foundation

40. Toyota 2010

Introduction

The success of channel development depends on setting the right stage. Before diving into channel development strategies, it is crucial to understand the importance of creating a strong foundation for success. This section will outline the key factors that contribute to channel development success and provide insights on how to effectively set the stage for your channel development efforts.

Setting the stage for channel development success

1. Understand your target audience:

• Identify your ideal customers and analyze their needs, preferences, and pain points.
• Segment your target audience to personalize your channel development strategies.
• Use audience intelligence solutions like ExactBuyer to gain valuable insights and build more targeted audiences.

2. Evaluate market opportunities:

• Conduct a thorough analysis of the market to identify potential gaps or opportunities for your channel development efforts.
• Research competitor channels to understand their strengths and weaknesses.
• Explore new territories and industries where your products or services can be effectively positioned.

3. Define clear channel objectives:

• Set specific, measurable, achievable, relevant, and time-bound (SMART) objectives for your channel development efforts.
• Determine the desired outcomes, such as revenue growth, market expansion, or increased brand awareness.
• Align your channel objectives with your overall business goals and strategies.

4. Build strong relationships with channel partners:

• Identify potential channel partners who align with your target audience and have a complementary product or service offering.
• Create mutually beneficial partnerships by offering value-added incentives, training programs, and support.
• Establish clear communication channels and maintain regular interactions with channel partners.

5. Develop a comprehensive channel strategy:

• Map out your channel development roadmap, identifying the key steps, actions, and resources needed to achieve your objectives.
• Consider the different channels available, such as direct sales, distributors, resellers, or online marketplaces.
• Tailor your channel strategy to fit the unique characteristics of your target audience and market.

By setting the stage for channel development success, you can maximize the effectiveness of your efforts and drive sustainable growth in your business. Remember to continuously monitor and evaluate your channel development strategies, making necessary adjustments along the way to stay ahead in a dynamic marketplace.

Section 1: Leveraging Strategic Partnerships

In this section, we will discuss the concept of leveraging strategic partnerships to expand reach and customer base, with a focus on how companies like ExactBuyer have successfully implemented this strategy.

1.1 Introduction to Strategic Partnerships

In today's competitive business landscape, strategic partnerships have become a key component of growth strategies. These partnerships involve collaborating with complementary businesses to achieve mutual benefits and leverage each other's strengths. This section will provide an overview of what strategic partnerships are and why they are important for businesses.

1.2 The Role of Strategic Partnerships in Channel Development

One of the main areas where strategic partnerships play a crucial role is channel development. By partnering with other companies, businesses can tap into new distribution channels and gain access to a wider customer base. This sub-section will explore how strategic partnerships can be leveraged to enhance channel development efforts.

1.3 Examples of Successful Channel Development Through Strategic Partnerships

This section will highlight real-world examples of companies, like ExactBuyer, that have effectively utilized strategic partnerships to expand their reach and customer base. We will delve into specific partnership initiatives, the benefits they brought, and how these collaborations contributed to the overall growth of these businesses.

• Example 1: ExactBuyer's Partnership with Company XYZ
• Example 2: Case Study - Leveraging Strategic Partnerships for Market Expansion
• Example 3: Success Story - How Strategic Partnerships Boosted Sales and Revenue

1.4 Strategies for Developing and Managing Strategic Partnerships

Building and maintaining successful strategic partnerships require careful planning and execution. In this sub-section, we will delve into the strategies that businesses can employ to develop and manage effective partnerships. We will cover aspects such as identifying suitable partners, establishing mutually beneficial agreements, and maintaining strong relationships.

1.5 Conclusion

In this concluding section, we will summarize the key points discussed in this section and emphasize the importance of strategic partnerships in expanding reach and customer base. We will also highlight the role of companies like ExactBuyer in driving successful channel development through strategic partnerships.

If you want to learn more about ExactBuyer's partnership opportunities, contact us to explore potential collaborations.

Section 2: Nurturing Reseller Networks

In this section, we will explore the concept of nurturing reseller networks and how it can effectively increase sales and distribution for companies. We will delve into case studies of successful companies that have built and nurtured their reseller networks to gain insights and learn from their strategies and tactics.

In this section, we will cover the following topics:

• Introduction to Reseller Networks
• Key Benefits of Nurturing Reseller Networks
• Case Study 1: Company A
• Case Study 2: Company B
• Lessons Learned from Successful Reseller Networks
• Best Practices for Nurturing Reseller Networks

By examining these case studies and discussing best practices, we aim to provide valuable insights and guidance for companies looking to develop and nurture their own reseller networks. This section will be particularly helpful for those in the evaluation stage of their buying decision process, seeking informational resources to understand the benefits and strategies of reseller network development.

Section 3: Online Marketplaces and E-commerce Platforms

In this section, we will explore the power of online marketplaces and e-commerce platforms in channel development. We will highlight examples of businesses that have successfully utilized these platforms to significantly grow their channels and reach a wider audience.

Amazon is one of the most popular online marketplaces, offering a vast range of products to customers worldwide. Many businesses have leveraged Amazon's platform to increase their sales and expand their customer base. For example, Company A saw a 50% increase in sales after listing their products on Amazon and taking advantage of Amazon's fulfillment services.

eBay is another well-known online marketplace that allows individuals and businesses to buy and sell products globally. Company B utilized eBay's platform to reach a larger audience and increase their brand visibility. By optimizing their product listings and providing excellent customer service, they saw a 70% increase in sales within three months.

Shopify is an e-commerce platform that enables businesses to set up online stores and sell their products directly to consumers. Company C chose Shopify as their channel development solution and experienced tremendous growth. With the help of Shopify's user-friendly interface and marketing tools, they were able to generate 100% more online sales within six months.

Etsy is a specialized online marketplace focused on handmade and vintage products. Small businesses and artisans can showcase their unique creations to a global audience. Company D utilized Etsy to promote their handmade jewelry and saw a significant increase in sales, with a 60% growth in revenue within a year.

5. Walmart Marketplace

Walmart Marketplace is a platform that allows third-party sellers to list their products on Walmart's website. Company E capitalized on the massive customer base of Walmart and leveraged the marketplace to expand their reach. By optimizing their product listings and offering competitive pricing, they achieved a 50% increase in sales within six months.

• Walmart Marketplace

These are just a few examples of online marketplaces and e-commerce platforms that have played a significant role in channel development for various businesses. By strategically utilizing these platforms, companies can tap into a wider customer base, increase sales, and achieve substantial growth in their channels.

Section 4: Co-Marketing and Co-Branding Initiatives

In this section, we will explore successful co-marketing and co-branding campaigns that have significantly contributed to the channel development efforts of various organizations. Co-marketing and co-branding initiatives involve partnering with another brand to promote products or services, leveraging both companies' resources and expertise to achieve shared marketing goals.

Co-marketing initiatives provide an excellent opportunity for businesses to expand their reach, tap into new customer segments, and enhance brand visibility. By collaborating with complementary businesses, companies can create powerful marketing campaigns that attract a wider audience and drive business growth.

Benefits of Co-Marketing and Co-Branding Initiatives:

• Increased Reach: Co-marketing allows businesses to reach a larger audience by leveraging the partner company's existing customer base.
• Cost-Effective: By sharing marketing efforts and resources, companies can minimize costs while maximizing the impact of their campaigns.
• Enhanced Credibility: Partnering with a trusted brand can enhance the credibility and trustworthiness of both companies in the eyes of consumers.
• Access to New Markets: Co-marketing partnerships enable businesses to enter new markets and target different customer segments they may not have been able to reach on their own.
• Shared Expertise: Collaborating with another company allows businesses to benefit from their partner's industry knowledge and expertise, leading to better campaign outcomes.
• Complementary Resources: By pooling resources, such as marketing budgets, talent, and technology, businesses can create more impactful and innovative campaigns.

Examples of Successful Co-Marketing and Co-Branding Initiatives:

1. Company X and Company Y Partnership:

Company X, a leading software provider, partnered with Company Y, an established IT consulting firm, to offer a comprehensive solution catered to their mutual customer base. They collaborated on a co-branded marketing campaign that highlighted the seamless integration between Company X's software and Company Y's consulting services. This partnership resulted in increased brand visibility, expanded customer reach, and generated a significant number of qualified leads for both companies.

2. Company A and Company B Co-Marketing Campaign:

Company A, a fitness equipment manufacturer, joined forces with Company B, a well-known health and wellness blog. They developed a co-marketing campaign where Company A's fitness equipment was featured in Company B's blog content, with links directing readers to Company A's website to make a purchase. This collaboration not only enhanced Company A's brand awareness but also provided valuable content for Company B's readers, resulting in increased website traffic and a boost in sales for both companies.

These are just a few examples of how co-marketing and co-branding initiatives can strengthen channel development efforts. By collaborating with compatible brands, companies can leverage each other's strengths and resources to achieve mutual marketing success.

Section 5: Creating Channel Enablement Programs

Channel enablement programs are crucial for companies that rely on channel partners to expand their reach and achieve mutual success. In this section, we will explore how companies have developed effective channel enablement programs to empower their partners and drive growth.

1. Importance of Channel Enablement Programs

Here, we will discuss why channel enablement programs are essential for companies. We will highlight the benefits of having a well-developed program, such as increased partner engagement, improved sales performance, and enhanced customer satisfaction.

2. Identifying Partner Needs and Objectives

Successful channel enablement programs start by understanding the needs and objectives of channel partners. We will delve into strategies for conducting partner assessments to identify areas where support is required. This section will cover methods such as surveys, interviews, and data analysis.

3. Developing Training and Education Resources

One of the key components of channel enablement programs is providing partners with the necessary training and education resources. We will explore different approaches to creating comprehensive training programs, including online courses, webinars, and certification programs.

4. Providing Sales and Marketing Collateral

Equipping channel partners with effective sales and marketing collateral is crucial to their success. This section will discuss the creation and distribution of brochures, case studies, product catalogues, and other assets that help partners effectively communicate and promote the company's offerings.

5. Establishing Clear Communication Channels

Effective communication between the company and its channel partners is vital for a successful enablement program. We will discuss strategies for establishing clear communication channels, such as regular meetings, newsletters, and dedicated portals or platforms for partner collaboration.

6. Tracking and Measuring Program Effectiveness

To ensure the success of a channel enablement program, it is crucial to track and measure its effectiveness. We will explore different metrics and key performance indicators (KPIs) that can be used to evaluate the program's impact. This section will also discuss methods for gathering feedback from channel partners to continuously improve the program.

7. Real-life Examples of Successful Channel Enablement Programs

This section will showcase real-life examples of companies that have implemented effective channel enablement programs. We will highlight their strategies, challenges faced, and the positive outcomes achieved through their programs. These examples will serve as inspiration and practical guidance for companies looking to develop their own channel enablement programs.

By developing comprehensive and tailored channel enablement programs, companies can empower their partners, drive mutual success, and ultimately expand their market presence. The sections outlined above will provide valuable insights and strategies for creating impactful channel enablement programs.

Section 6: Social Media and Influencer Partnerships

In this section, we will examine the impact of social media and influencer partnerships on channel development for brands in different industries. With the rise of social media platforms and the growing influence of online influencers, businesses have recognized the potential of leveraging these channels to reach and engage with their target audience.

1. The Power of Social Media

• Exploring the role of social media in brand awareness and customer engagement
• Highlighting the benefits of utilizing social media channels for channel development
• Showcasing successful social media campaigns and their impact on channel growth

2. Leveraging Influencer Partnerships

• Understanding the concept of influencer marketing and its impact on channel development
• Identifying suitable influencers and establishing partnerships
• Examining case studies of brands that have successfully leveraged influencer partnerships for channel growth

3. Best Practices for Social Media and Influencer Partnerships

• Providing actionable strategies for brands to effectively utilize social media and influencer partnerships in channel development
• Discussing the importance of authenticity and alignment of brand values in influencer partnerships
• Highlighting key metrics and tracking methods to measure the success of social media and influencer campaigns

By delving into the realm of social media and influencer partnerships, brands can tap into a wider audience, enhance their brand visibility, and foster strong channels for growth and customer acquisition. This section will provide valuable insights and best practices for businesses looking to harness the power of social media and influencer relationships in their channel development strategies.

In conclusion, building a successful channel development strategy requires a combination of effective examples and strategies. By summarizing the key takeaways from the examples and strategies shared in this article, readers can gain valuable insights and implement similar tactics for their own channel development success.

Key Takeaways:

• Utilize real-time contact and company data solutions to build more targeted audiences.
• Consider using AI-powered search tools to quickly find relevant contacts or companies.
• Explore native integrations with popular CRM platforms like HubSpot and Salesforce.
• Leverage audience intelligence to identify champions and decision-maker job changes.
• Deploy personalized communication across multiple channels such as email, phone, text, and ad audiences.

Implementing these tactics can lead to significant improvements in channel development, including increased booked demos, qualified deals, positive replies, and reduced time spent on list building.

To get started, it's recommended to explore the pricing options provided by ExactBuyer, which offers various plans tailored to different needs and budgets. From the Sales Plan with unlimited employment updates and company search to the Recruiting Plan with access to millions of verified candidates, there's a plan for every business. Additionally, ExactBuyer's Marketing Plan provides native integrations, market mapping, reporting and analytics, and real-time audience generation and deployment.

For those looking for more customization, ExactBuyer offers a flexible API plan with access to all API endpoints and extensive contact and company data. Custom enterprise plans are also available for teams seeking tailored solutions.

By leveraging the powerful tools and services offered by ExactBuyer, businesses can optimize their channel development efforts and achieve greater success in reaching their target audience, finding new accounts, and making strategic partnerships.

Ready to take your channel development to the next level? Contact ExactBuyer today to get started!

Contact ExactBuyer

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Reach your best-fit prospects & candidates and close deals faster with verified prospect & candidate details updated in real-time. Sign up for ExactBuyer .

How to write a case study — examples, templates, and tools

It’s a marketer’s job to communicate the effectiveness of a product or service to potential and current customers to convince them to buy and keep business moving. One of the best methods for doing this is to share success stories that are relatable to prospects and customers based on their pain points, experiences, and overall needs.

That’s where case studies come in. Case studies are an essential part of a content marketing plan. These in-depth stories of customer experiences are some of the most effective at demonstrating the value of a product or service. Yet many marketers don’t use them, whether because of their regimented formats or the process of customer involvement and approval.

A case study is a powerful tool for showcasing your hard work and the success your customer achieved. But writing a great case study can be difficult if you’ve never done it before or if it’s been a while. This guide will show you how to write an effective case study and provide real-world examples and templates that will keep readers engaged and support your business.

In this article, you’ll learn:

What is a case study?

How to write a case study, case study templates, case study examples, case study tools.

A case study is the detailed story of a customer’s experience with a product or service that demonstrates their success and often includes measurable outcomes. Case studies are used in a range of fields and for various reasons, from business to academic research. They’re especially impactful in marketing as brands work to convince and convert consumers with relatable, real-world stories of actual customer experiences.

The best case studies tell the story of a customer’s success, including the steps they took, the results they achieved, and the support they received from a brand along the way. To write a great case study, you need to:

• Celebrate the customer and make them — not a product or service — the star of the story.
• Craft the story with specific audiences or target segments in mind so that the story of one customer will be viewed as relatable and actionable for another customer.
• Write copy that is easy to read and engaging so that readers will gain the insights and messages intended.
• Follow a standardized format that includes all of the essentials a potential customer would find interesting and useful.
• Support all of the claims for success made in the story with data in the forms of hard numbers and customer statements.

Case studies are a type of review but more in depth, aiming to show — rather than just tell — the positive experiences that customers have with a brand. Notably, 89% of consumers read reviews before deciding to buy, and 79% view case study content as part of their purchasing process. When it comes to B2B sales, 52% of buyers rank case studies as an important part of their evaluation process.

Telling a brand story through the experience of a tried-and-true customer matters. The story is relatable to potential new customers as they imagine themselves in the shoes of the company or individual featured in the case study. Showcasing previous customers can help new ones see themselves engaging with your brand in the ways that are most meaningful to them.

Besides sharing the perspective of another customer, case studies stand out from other content marketing forms because they are based on evidence. Whether pulling from client testimonials or data-driven results, case studies tend to have more impact on new business because the story contains information that is both objective (data) and subjective (customer experience) — and the brand doesn’t sound too self-promotional.

Case studies are unique in that there’s a fairly standardized format for telling a customer’s story. But that doesn’t mean there isn’t room for creativity. It’s all about making sure that teams are clear on the goals for the case study — along with strategies for supporting content and channels — and understanding how the story fits within the framework of the company’s overall marketing goals.

Here are the basic steps to writing a good case study.

1. Identify your goal

Start by defining exactly who your case study will be designed to help. Case studies are about specific instances where a company works with a customer to achieve a goal. Identify which customers are likely to have these goals, as well as other needs the story should cover to appeal to them.

The answer is often found in one of the buyer personas that have been constructed as part of your larger marketing strategy. This can include anything from new leads generated by the marketing team to long-term customers that are being pressed for cross-sell opportunities. In all of these cases, demonstrating value through a relatable customer success story can be part of the solution to conversion.

2. Choose your client or subject

Who you highlight matters. Case studies tie brands together that might otherwise not cross paths. A writer will want to ensure that the highlighted customer aligns with their own company’s brand identity and offerings. Look for a customer with positive name recognition who has had great success with a product or service and is willing to be an advocate.

The client should also match up with the identified target audience. Whichever company or individual is selected should be a reflection of other potential customers who can see themselves in similar circumstances, having the same problems and possible solutions.

Some of the most compelling case studies feature customers who:

• Switch from one product or service to another while naming competitors that missed the mark.
• Experience measurable results that are relatable to others in a specific industry.
• Represent well-known brands and recognizable names that are likely to compel action.
• Advocate for a product or service as a champion and are well-versed in its advantages.

Whoever or whatever customer is selected, marketers must ensure they have the permission of the company involved before getting started. Some brands have strict review and approval procedures for any official marketing or promotional materials that include their name. Acquiring those approvals in advance will prevent any miscommunication or wasted effort if there is an issue with their legal or compliance teams.

3. Conduct research and compile data

Substantiating the claims made in a case study — either by the marketing team or customers themselves — adds validity to the story. To do this, include data and feedback from the client that defines what success looks like. This can be anything from demonstrating return on investment (ROI) to a specific metric the customer was striving to improve. Case studies should prove how an outcome was achieved and show tangible results that indicate to the customer that your solution is the right one.

This step could also include customer interviews. Make sure that the people being interviewed are key stakeholders in the purchase decision or deployment and use of the product or service that is being highlighted. Content writers should work off a set list of questions prepared in advance. It can be helpful to share these with the interviewees beforehand so they have time to consider and craft their responses. One of the best interview tactics to keep in mind is to ask questions where yes and no are not natural answers. This way, your subject will provide more open-ended responses that produce more meaningful content.

4. Choose the right format

There are a number of different ways to format a case study. Depending on what you hope to achieve, one style will be better than another. However, there are some common elements to include, such as:

• An engaging headline
• A subject and customer introduction
• The unique challenge or challenges the customer faced
• The solution the customer used to solve the problem
• The results achieved
• Data and statistics to back up claims of success
• A strong call to action (CTA) to engage with the vendor

It’s also important to note that while case studies are traditionally written as stories, they don’t have to be in a written format. Some companies choose to get more creative with their case studies and produce multimedia content, depending on their audience and objectives. Case study formats can include traditional print stories, interactive web or social content, data-heavy infographics, professionally shot videos, podcasts, and more.

5. Write your case study

We’ll go into more detail later about how exactly to write a case study, including templates and examples. Generally speaking, though, there are a few things to keep in mind when writing your case study.

• Be clear and concise. Readers want to get to the point of the story quickly and easily, and they’ll be looking to see themselves reflected in the story right from the start.
• Provide a big picture. Always make sure to explain who the client is, their goals, and how they achieved success in a short introduction to engage the reader.
• Construct a clear narrative. Stick to the story from the perspective of the customer and what they needed to solve instead of just listing product features or benefits.
• Leverage graphics. Incorporating infographics, charts, and sidebars can be a more engaging and eye-catching way to share key statistics and data in readable ways.
• Offer the right amount of detail. Most case studies are one or two pages with clear sections that a reader can skim to find the information most important to them.
• Include data to support claims. Show real results — both facts and figures and customer quotes — to demonstrate credibility and prove the solution works.

6. Promote your story

Marketers have a number of options for distribution of a freshly minted case study. Many brands choose to publish case studies on their website and post them on social media. This can help support SEO and organic content strategies while also boosting company credibility and trust as visitors see that other businesses have used the product or service.

Marketers are always looking for quality content they can use for lead generation. Consider offering a case study as gated content behind a form on a landing page or as an offer in an email message. One great way to do this is to summarize the content and tease the full story available for download after the user takes an action.

Sales teams can also leverage case studies, so be sure they are aware that the assets exist once they’re published. Especially when it comes to larger B2B sales, companies often ask for examples of similar customer challenges that have been solved.

Now that you’ve learned a bit about case studies and what they should include, you may be wondering how to start creating great customer story content. Here are a couple of templates you can use to structure your case study.

Template 1 — Challenge-solution-result format

• Start with an engaging title. This should be fewer than 70 characters long for SEO best practices. One of the best ways to approach the title is to include the customer’s name and a hint at the challenge they overcame in the end.
• Create an introduction. Lead with an explanation as to who the customer is, the need they had, and the opportunity they found with a specific product or solution. Writers can also suggest the success the customer experienced with the solution they chose.
• Present the challenge. This should be several paragraphs long and explain the problem the customer faced and the issues they were trying to solve. Details should tie into the company’s products and services naturally. This section needs to be the most relatable to the reader so they can picture themselves in a similar situation.
• Share the solution. Explain which product or service offered was the ideal fit for the customer and why. Feel free to delve into their experience setting up, purchasing, and onboarding the solution.
• Explain the results. Demonstrate the impact of the solution they chose by backing up their positive experience with data. Fill in with customer quotes and tangible, measurable results that show the effect of their choice.
• Ask for action. Include a CTA at the end of the case study that invites readers to reach out for more information, try a demo, or learn more — to nurture them further in the marketing pipeline. What you ask of the reader should tie directly into the goals that were established for the case study in the first place.

Template 2 — Data-driven format

• Start with an engaging title. Be sure to include a statistic or data point in the first 70 characters. Again, it’s best to include the customer’s name as part of the title.
• Create an overview. Share the customer’s background and a short version of the challenge they faced. Present the reason a particular product or service was chosen, and feel free to include quotes from the customer about their selection process.
• Present data point 1. Isolate the first metric that the customer used to define success and explain how the product or solution helped to achieve this goal. Provide data points and quotes to substantiate the claim that success was achieved.
• Present data point 2. Isolate the second metric that the customer used to define success and explain what the product or solution did to achieve this goal. Provide data points and quotes to substantiate the claim that success was achieved.
• Present data point 3. Isolate the final metric that the customer used to define success and explain what the product or solution did to achieve this goal. Provide data points and quotes to substantiate the claim that success was achieved.
• Summarize the results. Reiterate the fact that the customer was able to achieve success thanks to a specific product or service. Include quotes and statements that reflect customer satisfaction and suggest they plan to continue using the solution.
• Ask for action. Include a CTA at the end of the case study that asks readers to reach out for more information, try a demo, or learn more — to further nurture them in the marketing pipeline. Again, remember that this is where marketers can look to convert their content into action with the customer.

While templates are helpful, seeing a case study in action can also be a great way to learn. Here are some examples of how Adobe customers have experienced success.

Juniper Networks

One example is the Adobe and Juniper Networks case study , which puts the reader in the customer’s shoes. The beginning of the story quickly orients the reader so that they know exactly who the article is about and what they were trying to achieve. Solutions are outlined in a way that shows Adobe Experience Manager is the best choice and a natural fit for the customer. Along the way, quotes from the client are incorporated to help add validity to the statements. The results in the case study are conveyed with clear evidence of scale and volume using tangible data.

The story of Lenovo’s journey with Adobe is one that spans years of planning, implementation, and rollout. The Lenovo case study does a great job of consolidating all of this into a relatable journey that other enterprise organizations can see themselves taking, despite the project size. This case study also features descriptive headers and compelling visual elements that engage the reader and strengthen the content.

Tata Consulting

When it comes to using data to show customer results, this case study does an excellent job of conveying details and numbers in an easy-to-digest manner. Bullet points at the start break up the content while also helping the reader understand exactly what the case study will be about. Tata Consulting used Adobe to deliver elevated, engaging content experiences for a large telecommunications client of its own — an objective that’s relatable for a lot of companies.

Case studies are a vital tool for any marketing team as they enable you to demonstrate the value of your company’s products and services to others. They help marketers do their job and add credibility to a brand trying to promote its solutions by using the experiences and stories of real customers.

When you’re ready to get started with a case study:

• Think about a few goals you’d like to accomplish with your content.
• Make a list of successful clients that would be strong candidates for a case study.
• Reach out to the client to get their approval and conduct an interview.
• Gather the data to present an engaging and effective customer story.

Adobe can help

There are several Adobe products that can help you craft compelling case studies. Adobe Experience Platform helps you collect data and deliver great customer experiences across every channel. Once you’ve created your case studies, Experience Platform will help you deliver the right information to the right customer at the right time for maximum impact.

To learn more, watch the Adobe Experience Platform story .

Keep in mind that the best case studies are backed by data. That’s where Adobe Real-Time Customer Data Platform and Adobe Analytics come into play. With Real-Time CDP, you can gather the data you need to build a great case study and target specific customers to deliver the content to the right audience at the perfect moment.

Watch the Real-Time CDP overview video to learn more.

Finally, Adobe Analytics turns real-time data into real-time insights. It helps your business collect and synthesize data from multiple platforms to make more informed decisions and create the best case study possible.

Request a demo to learn more about Adobe Analytics.

https://business.adobe.com/blog/perspectives/b2b-ecommerce-10-case-studies-inspire-you

https://business.adobe.com/blog/basics/business-case

https://business.adobe.com/blog/basics/what-is-real-time-analytics

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Channel and Partner Learning: Top 10 Case Studies

Channel and partner learning is one of the most sophisticated and fastest-growing segments of the LMS market.

Many best-in-class organizations train and certify their sales and distribution channel using a learning management system (LMS) and proprietary online content. These organizations have proven that educating their channel provides a clear return on investment – and more importantly, a significant competitive advantage. As a result, these organizations treat channel learning as an ongoing mission-critical priority. Why? It’s all about measurable business benefits.

What are the Measurable Benefits of Channel and Partner Learning?

Proving the worth of channel education doesn’t need to be overly complex. Simply compare channel learning completion reports from your LMS with channel performance reports from relevant operational systems.

To demonstrate the business value of channel and partner learning, organizations often focus on these metrics:

• Increased volume and value of channel sales , cross-sales and up-sales
• Faster time-to-market for new products
• Reduced cost of customer support
• Improved customer satisfaction
• Shorter time-to-proficiency for new channel partners and partner employees
• Decreased cost-per-training interaction
• Increased premium certification content sales

No wonder LMS-driven channel and partner learning programs often gain executive-level attention and sustained support!

Two Key Approaches to Channel and Partner Learning

Organizations typically rely on one of these LMS deployment strategies for channel and partner audiences:

• Implement a stand-alone partner and channel LMS
• Expand and enhance an existing employee LMS to support external partners

Neither approach is right or wrong. But the best solution depends on three factors – an organization’s size, the importance of its external channel relationships , and any internal politics that can influence decision-making.

What’s the Best LMS for Channel and Partner Learning?

Compared with other LMS use cases, requirements for a channel and partner LMS often are often more comprehensive and complicated. Why?

Individuals in partner organizations often look and act like employees . Therefore, requirements for channel and partner initiatives often mirror employee learning systems requirements.

For example, think of a fast food or hotel chain like McDonald’s, Taco Bell or Marriott. Individual locations could be owned by the parent franchise corporation or by a 3rd-party franchisee. But as a customer, I shouldn’t know or care who owns and operates a particular location, because my customer experience should be identical, regardless of where I am served.

As a result, core employee LMS features like compliance management, onboarding, job profiles, automation, manager-employee relationship management, ILT, hands-on learning, and third-party content are all important in this franchise setting . In fact, these elements are even more important than they are in customer learning, association member education or commercial training use cases.

On the other hand, because channel and partner learners are externally located, extended enterprise requirements like learner experience, multiple SSO, PRM system integration, gamification, certification and dealer management are also highly important.

That’s a tall order. So, which LMS companies are rising to the challenge of channel and partner learning? Based on our extensive research and experience on the front lines of extended enterprise LMS buying and selling, these solutions rise above the rest:  NetExam , Thought Industries , Docebo , Crowd Wisdom , Latitude Learning , Absorb LMS , Schoox , BlueVolt and Fuse Universal.

Top 10 Channel and Partner Learning Case Studies

At Talented Learning, we love to collect and catalog case studies! Currently, our Case Study Directory features more than 100 extended enterprise case studies, including these top 10 channel and partner case studies from 7 different vendors:

#1: La-Z-Boy

LMS Vendor: Docebo

Founded in 1926, La-Z-Boy has become one of the world’s leading furniture manufacturers. From upholstered sofas, loveseats, chairs and ottomans to solid wood bedroom and dining room sets, La-Z-Boy is passionate about bringing comfort and quality to every room of the house. La-Z-Boy needed to replace an outdated LMS with one that could serve its staff and proprietary partners, worldwide. By partnering with Docebo, La-Z-Boy has increased learning engagement by 179%.

#2: Phillips 66

LMS Vendor: Schoox

As one of the largest finished lubricants suppliers in the U.S., Phillips 66 Lubricants is known for manufacturing and marketing high-quality base oils and sophisticated formulations in three lubricant brands: Phillips 66®, Kendall® Motor Oil and Red Line® Synthetic Oil. Phillips 66 relies on Schoox to deliver up-to-date curricula, courses and virtual instructor-led training (VILT) to new sales team members and their global distribution network.

#3: L’Oréal

L’Oréal , the world’s largest cosmetics company, is committed to offering men and women everywhere the best of beauty, in terms of quality, efficacy, safety and responsibility. To achieve this mission, L’Oréal leverages Docebo as the center of its learning ecosystem. Moving its partner education experience online enabled L’Oréal to increase training enrollments, as well as completions.

#4:   Subway

Subway provides customers in 115 countries with easy access to a fresh line-up of vegetables for made-to-order sandwiches and salads. Subway was unhappy with its old, outdated LMS. It wasn’t possible to customize data reports in a way that fit the company’s needs, and the platform often shut down when users were consuming courses. Subway chose Schoox as its LMS for its easy-to-use, modern interface, and its ability to support the organization’s complex structural relationships among corporate staff, franchisor business representatives and franchisees.

LMS Vendor: Fuse Universal Avon – the global cosmetics giant – operates in a fast-moving environment, which requires its global network of beauty entrepreneurs to continually learn about new products and campaigns. The company partnered with Fuse to drive social and collaborative learning in the flow of work. Now with Fuse as its digital learning backbone, Avon is supporting valuable learning connections, fostering culture and community, and supporting sales growth for its distributed sales representatives.

Join the Talented Learning Center as a free Basic Member and gain anytime access to our Case Study Directory , where you can search, filter and read a growing collection of more than 100 case studies from dozens of world-class LMS vendors!

LMS Vendor: Northpass

Cabify is a Spanish ridesharing company that provides vehicles for hire via a smartphone mobile app. This growing venture wanted to improve its onboarding process to scale its business more quickly. By relying on Northpass, Cabify has reduced driver activation time by 95%, enabling its transportation network to generate revenue faster than ever, while keeping operational costs low.

#7: Mace Group

LMS Vendor: accessplanit

Mace Group is a global consultancy, construction and facilities management firm. Mace Business School provides learning and support services to key businesses in the Mace supply chain. Over time, Mace realized that administration of its training courses had become overly complex and difficult to control. Mace wanted a system that could better facilitate communication with its external supply chain and provide an end-to-end training process, from course booking through certification. By choosing accessplanit, Mace has increased its client base by 200% while reducing its administrative resource utilization by 30%.

#8: Bernina

LMS Vendor: CD2 Learning

BERNINA has been one of the world’s leading sewing and embroidery machine manufacturers for more than 125 years. The Swiss company’s products are synonymous with innovation, precision and durability. BERNINA wanted to improve its training delivery to educate more personnel more efficiently at retail locations. The goal was to start with a B2B program of micro-courses for its dealer network, demonstrating how to sell BERNINA products to consumers. By partnering with CD2 Learning to customize these mobile courses for retailers and staff, the program has been very successful and retention has increased.

#9: Five Guys

Five Guys is a global quick-service restaurant chain known for its hamburgers, hot dogs and french fries. With locations in North America, Europe and the Middle East, the chain continues to expand rapidly. But lack of in-depth training reporting had become a huge issue. The organization needed to track and report progress on individual courses and curricula in a way that reflects its hybrid corporate franchise structure. Five Guys chose Schoox because the platform easily adapts to the organization’s structure, its out-of-the-box reporting aligns with Five Guys’ unique needs, and it supports mobile content delivery in multiple languages.

#10: A&W Canada

LMS Vendor: Absorb

A&W Canada is one of the largest fast-food franchises in Canada, with more than 900 locations across the country. But the company faced a significant training management challenge, with its decentralized franchise structure including thousands of users and admins. A&W Canada needed a system that’s easy to use for veteran trainees and beginners, alike. Absorb made it possible for the company to standardize its training, with a customized solution that has successfully educated more than 45,000 learners.

Buying a channel/partner LMS may seem overwhelming. But you can accelerate the process if you know where to look. These 10 channel and partner learning case studies are a smart way to learn quickly about relevant challenges, requirements and available vendor solutions.

Want to learn from more than 100 LMS case studies of all kinds? Visit our new Case Study Directory , available to all Talented Learning Basic Members. ( Join now – it’s free! )

About the Talented Learning Case Study Directory

Want to browse through more application stories from other vendors? No matter what type of LMS you’re searching for, you’ll find relevant real-world examples in the Talented Learning Center Case Study Directory.

Our team has been busy finding, summarizing, producing and categorizing more than 100 LMS case studies in this newly-updated Talented Learning Center Case Study Directory . And every story in this collection is freely available to Talented Learning Basic Members .

In this Case Study Directory , you can search and filter stories by any of these criteria:

• Use case – including partner and channel learning, as well as customer education, employee training, academic instruction, commercial training and more
• LMS functionality mentioned in any case study
• Vendor name and learning system type
• Professional services provided
• Vendor location and industry domain expertise

I invite you to join the Talented Learning Center as a free Basic Member for access to our ever-growing directory of customer education LMS case studies.

Thanks for reading!

Need Help Finding Your Best Channel and Partner LMS?

Want expert assistance to find a channel and partner learning platform that truly fits your organization’s needs ? We’re here to help! Submit the form below to schedule a free preliminary consultation at your convenience.

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Customer behavior: how to create a cohesive omnichannel experience in the buying process

The term 'omnichannel' has long surpassed its initial buzzword status to become a cornerstone of modern retail strategy. The consumer landscape has changed dramatically, driven by technological advancements and evolving consumer preferences. 

Today's consumers are channel-agnostic and incredibly discerning, often interacting with brands across multiple touchpoints before making a purchase.

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The need for consistency in brand messaging across these diverse channels is not just a luxury but a business imperative. It's not about being present on multiple channels; it's about offering a seamless, integrated experience across them.  

This article aims to go beyond simple discussion and equip you with actionable, proven strategies to create a cohesive omnichannel experience throughout the customer's buying process.

Utilize integrated data systems

Before we delve into the specifics, it's crucial to understand that integrated data systems are the backbone of any successful omnichannel strategy. These systems are not just repositories of customer data; they are dynamic platforms that enable real-time decision-making and personalized customer interactions.

The systems and their roles, at the most basic level, include:

Ecommerce platforms: these are not just transactional endpoints but valuable sources of customer behavior and preference data. When integrated with customer relationship management (CRM) and point-of-sale (POS) systems, they can offer a 360-degree view of the customer.

CRM systems: far from being just databases of customer information, modern CRM systems can trigger highly personalized marketing campaigns based on real-time customer behavior and historical data.

POS systems: these systems have evolved to do more than just process in-store sales. Modern POS systems can sync with online customer profiles, providing invaluable data for personalized in-store experiences.

The integration of these systems offers benefits that go beyond operational efficiency. It enables brands to deliver personalized, context-aware messages and offers to customers, irrespective of the channel they choose for interaction. These integrated systems are the foundation for delivering personalized customer experiences and creating a marketplace of the future.

Deliver personalized customer experiences

Data analytics tools sift through vast amounts of data to provide actionable insights into customer behavior. They analyze both historical data and real-time interactions to offer a comprehensive understanding of customer preferences and pain points.

AI uses the insights from data analytics to predict future customer behavior. It can automate many aspects of customer interaction, from chatbots that handle routine queries to algorithms that personalize website content in real time.

Machine learning algorithms go a step further by continuously learning from new data. This enables them to refine their predictions and recommendations, making them more accurate over time.

The key here is to integrate data analytics, AI, and machine learning to create a predictive and responsive customer experience framework. This will allow you to not just respond to customer needs but to anticipate them, thereby elevating the entire customer journey .

Integrate customer support across channels

Since customers interact with your brand through various channels—social media, email, phone, and in-store—a disjointed support experience can be a deal-breaker, making a unified support experience a business imperative.

The crucial step is to implement a centralized customer support system capable of handling queries from all channels. A centralized support system is the cornerstone of a unified customer support strategy , often called an Omnichannel Customer Service Platform. 

This platform serves as a single point of contact for customer interactions across all channels. It should be integrated with your CRM to provide support agents with real-time customer data.

The advantages of this approach are numerous. Firstly, it significantly reduces the customer's effort in navigating your support ecosystem, as they get a consistent experience irrespective of the channel they choose. 

Secondly, it increases the chances of resolving issues during the first contact, as agents have all the necessary information readily available. Finally, the system allows for real-time analytics, providing valuable insights for continuous improvement.

Provide flexible ecommerce fulfillment options

Today's competitive landscape practically mandates offering multiple delivery options like next-day delivery, click-and-collect, and even same-day delivery. Customers now expect a range of choices. Offering time slots for delivery, locker pick-ups, and even the option to change delivery details on the fly can set you apart from the competition.

Returns and exchanges often serve as the litmus test for your fulfillment process. A cumbersome, confusing ecommerce returns process can sour the customer experience and deter future interactions with your brand. It's crucial to offer a seamless returns process, complete with pre-printed return labels, easy-to-follow instructions, and quick refunds or exchanges. 

The flexibility in your fulfillment options does more than just solve immediate logistical challenges; it has a long-term impact on how customers perceive your brand. A smooth, hassle-free fulfillment process can turn a one-time buyer into a repeat customer. Moreover, the convenience offered by flexible fulfillment options can also lead to positive word-of-mouth, amplifying your brand's reputation.

Use advanced inventory management systems

Advanced inventory management systems are about more than just tracking stock levels. They are complex platforms that integrate with other systems to optimize the entire supply chain. They can automate reordering, predict stock-outs, and even integrate with your ecommerce platform to provide real-time stock levels to customers.

The benefits of such systems are enormous. They prevent stock-outs and overstocking and enable dynamic pricing strategies based on inventory levels. This ensures that customers always find what they are looking for, thereby significantly improving their shopping experience.

Maintain a consistent brand experience across devices

Brand consistency is the practice of uniformly presenting your brand across all customer touchpoints, both online and offline. This uniformity extends beyond visual elements like logos and color schemes to include the tone of voice in customer communications, the user interface on your website or app, and even the overall customer journey.

To maintain brand consistency across various devices, consider the following practical steps:

Mobile-first web design: given the increasing use of smartphones for online shopping, start your design process with mobile devices in mind and then scale up to larger screens

Content scaling: ensure that your content scales appropriately across devices. Text should be readable without zooming, and images should resize to fit the screen.

Navigation consistency: the navigation menu should offer a consistent experience across devices. Dropdowns and menu items should be easily accessible regardless of the device being used.

Adaptive content: use device detection techniques to serve content tailored to the user's device, location, or even time of day. For example, a restaurant might show its breakfast menu in the morning and switch to the dinner menu in the evening.

Paying attention to these practical considerations ensures that your brand offers a consistent and high-quality experience across all devices. This improves user satisfaction and builds trust, which is crucial for customer retention and loyalty.

Competitor analysis

Understanding your competition is crucial for differentiating your brand. A comprehensive competitor analysis should include the following:

SWOT analysis: to identify Strengths, Weaknesses, Opportunities, and Threats

Customer journey mapping : to understand how customers interact with your competitors

Channel analysis: to determine which channels your competitors are using effectively

Identifying gaps in the market or weaknesses in competitors' strategies allows you to position your brand as the solution to problems that others need to be adequately addressing.

Understanding your competitors' strengths can also be enlightening. It can guide you on industry standards and what customers are likely to expect as a baseline. This can help you make informed decisions about where to match competitors and where to surpass them, allowing you to allocate resources more effectively.

Case study: Burberry's omnichannel strategy

Burberry's strategy is a masterclass in omnichannel retailing. They pioneered numerous strategies, including partnering with Instagram for Instagram Checkout and launching their entire catalog on WeChat. Most intriguing was their 'B Series' campaign, a social-native product line available only during a 24-hour window on the 17th of each month. 

This strategy created hype and deepened relationships with customers, particularly among younger demographics. The success of the 'B Series' has paved the way for other activities across multiple channels, allowing for even deeper interaction with their community.

Creating a cohesive omnichannel experience is not a project but an ongoing strategy that requires commitment from every part of the organization. The strategies outlined here are not just theoretical but actionable steps that have been proven to deliver results. 

The takeaway is clear: implement these strategies to create a seamless, efficient, and effective omnichannel customer experience.

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Microsoft Teams Use Cases: a List of 30+ Examples

Karina zubova.

• May 29, 2020

Microsoft Teams is a communication and collaboration platform that lets team members work together seamlessly, whether they’re in the same office or spread out across the globe. In this article, we’re going to take a look at all the different ways Microsoft Teams can help you and your team communicate and collaborate more efficiently.

• What can you use Microsoft Teams for?

Microsoft Teams offers a range of powerful tools for seamless communication and collaboration, including channels , chat , file management , meetings , and native and third-party app integrations . With these features, employees can stay connected and work together efficiently. This makes Microsoft Teams an incredibly versatile app with a wide range of use cases in organizations.

We have identified two categories of collaboration scenarios that Microsoft Teams can be used for.

The first category is related to organizational structure , such as company-wide teams, department-level teams, or people management teams.

The second category includes all repeatable collaboration processes , such as project management , crisis management , and sales deals .

To make things easier for you, we’ve compiled a list of over 30 Microsoft Teams use cases based on our experience with customers and partners. Whether you’re looking to streamline a specific project or improve communication across departments, our list offers inspiration and guidance. With Microsoft Teams, the possibilities are endless!

If you’re interested in learning more about how to define Microsoft Teams use cases, check out our article on the topic .

→ Download: Catalog of Microsoft Teams Use Cases

Org level team

Department level teams, location-based teams, management teams.

• Project Management
• Crisis Management

Mergers and Acquisitions

Rfp response – deal room, construction site management, new store opening, procurement process, inventory management, learn how to define the microsoft teams use cases, factory management, operation management, audit management, sales account management, aircraft collaboration, operations and maintenance, customer support, product launch, partnership management, social media management, store logistics, marketing campaign management, recruitment, onboarding process, engineering, design process, about nbold, collaboration at the organization structure level.

Let’s say all employees in your organization use Microsoft Teams for communication. To manage these communications effectively, there are different approaches to using Microsoft Teams based on the organization’s structure, such as company-wide teams, departmental teams, and teams for people managers.

Creating a company-wide team, or org-wide team, in Microsoft Teams can bring all employees together in a centralized location. By setting up different channels within this team for each department or relevant subject matter, collaboration can be effective and content can be organized.

For example, channels can be created for:

• Production Department
• Marketing Department
• Customer Success
• Competitors
• Life and fun

You can separate all the content depending on relevant topics and customize your workspace with tabs, apps, tasks, and much more. Additionally, if you have an intranet, you could add different intranet pages to each channel. So that there’s just one stop shop for every employee in your organization.

Creating teams for each department or business unit can be beneficial especially in bigger organizations. Within each team, channels can be created to focus discussions on relevant topics.

For example, the marketing team may have channels for social media, campaigns, and analytics, while the sales team may have channels for leads, prospects, and deals. By creating departmental teams, you can ensure that discussions are relevant to each team and that communication is efficient. For larger organizations, creating teams for each department or business unit can be beneficial. Within each team, channels can be created to focus discussions on relevant topics.

Regional Teams

If an organization has employees located in different regions or cities, Microsoft Teams allows you to create teams based of the location to manage communication and collaboration more effectively. For instance, teams can be created for each commercial center, such as New York, Austin, LA, and Chicago, with a Reports channel set up for sharing weekly reports.

By adding analytics tools like Power BI as a tab, sales results across different locations can be compared easily!

For organizations with operation teams in different countries, country-based teams can be created to manage supply chain and logistics more efficiently. Teams can be named after each country or warehouse, such as France – Logistics, Italy – Logistics, Spain – Logistics, and Germany – Logistics. This will enable employees to work collaboratively within Microsoft Teams, in conjunction with internal tools.

For store managers responsible for sales in multiple shops across the US, teams can be created for each region, city, or district. For example:

• New York – Commercial Center
• Austin – Commercial Center
• LA – Commercial Center
• Chicago – Commercial Center

Adding a Reports channel to each team for weekly reports sharing, along with analytics tools, Power BI and Microsoft Forms as tabs, allows managers to monitor sales, compare results from different regions, and structure the sales process effectively!

Regardless of the location of your employees, Microsoft Teams can be used to manage communication and collaboration effectively. For global organizations, structured teams named after the country or region can be used to manage distribution and logistics across multiple countries. For example:

• France – Logistics
• Italy – Logistics
• Spain – Logistics

Every team in an organization should have their own digital space where they can work together and collaborate using Microsoft Teams. It’s like having a special online room just for your team!

This digital workspace is where team members can share information, files, and updates about their work with each other. They can also invite other people from inside and outside the organization to join in on the collaboration.

By having this digital space, employees can easily communicate with their manager and co-workers, and share important information with each other. For example, a team might use the digital workspace to share reports like timesheets, annual reports, project status updates, weekly expenses, and more.

Here’s a list of some other ways that you can use Microsoft Teams!

→Download: Catalog of Microsoft Teams Use Cases

Microsoft Teams scenarios and use cases for repeatable processes

Organizations are constantly taking on new challenges, whether it’s projects, campaigns, events, or customers. Microsoft Teams provides the perfect space for teams to collaborate on these missions. With the ability to create teams, add relevant people, tabs, files, and apps, collaborating becomes easy.

Below are some examples of scenarios where teams are used to collaborate across the organization for repeatable processes.

As a project manager, miscommunication, missed deadlines, and collaboration issues can be common challenges. Microsoft Teams can help address these issues. By creating a list of relevant channels, you can set up the right communication system and ensure everyone is aligned.

For instance, you can create channels for:

Budget – is a channel, where you can manage the budget for the project. Team members can discuss budget goals, track expenses, and monitor spending to ensure that the project stays within budget.

ROI – a channel for tracking the return on investment (ROI) for the project. Team members can discuss key performance indicators (KPIs), analyze data, and make data-driven decisions to optimize ROI.

Steering committee – in this channel, the project management team can communicate with the project steering committee, which is responsible for providing oversight and guidance for the project. Team members can share updates, discuss any issues or challenges, and make decisions about next steps.

Contractors – this channel is for communicating with contractors and other external stakeholders involved in the project. Team members can share updates, discuss deliverables, and coordinate on schedules to ensure that contractors are meeting project requirements.

With a Planner tab, you can share different tasks with assignments, and use a Business Case channel to analyze your results or set up a brainstorming session in the Team Meeting channel. This way, team members will know exactly where to share documentation or follow daily activities, making collaboration much more efficient.

Learn more about Project Management with Microsoft Teams.

In times of crisis, quick and effective action is crucial. With Microsoft Teams, you can swiftly set up a team to manage any crisis within your organization. Utilize channels to ensure clear and efficient communication, such as:

• Resources – this channel is used to share resources and information, such as guidelines, procedures, and emergency contact information. Team members can upload documents, links, and other resources that are relevant to the crisis.
• Incident Management channel – can be used to manage incidents, such as security breaches or natural disasters. Team members can discuss and coordinate the response to the incident, share updates and assign tasks.
• Recovery channel – is used to plan and execute the recovery process after the crisis has passed. Team members can discuss the steps needed to restore normal operations, assess the damage, and identify lessons learned for future crisis management.
• Communication channel – is used to communicate with external stakeholders, such as customers, vendors, and media. Team members can use this channel to share updates, respond to questions and concerns, and provide guidance on what actions to take.

Additionally, you can incorporate a Planner to define and prioritize tasks, ensuring that your crisis management strategy is implemented with precision and deadlines are met. 

Microsoft Teams can be highly beneficial for Mergers and Acquisition (M&A) teams because it provides a centralized platform for communication, collaboration, and document management. When two companies come together in a merger or acquisition, there are typically many moving parts, and keeping everyone on the same page can be a challenge.

Also, during the merger and acquisition process, protecting private information is crucial while collaborating with stakeholders. Microsoft Teams offers a solution with its ability to create private teams and channels to share documentation securely. You can even communicate with external partners through video calls, regardless of whether they use Microsoft Teams.

Here are some examples of channels that can be created for mergers and acquisitions:

• Integration Planning – a channel for planning the integration of the two companies, including discussions around organizational structure, technology systems, and cultural alignment.
• Communication – a channel for coordinating internal and external communications related to the merger or acquisition.
• HR & Culture – a channel for discussing and planning HR and cultural aspects of the merger or acquisition, such as employee benefits, retention plans, and training programs.

Overall, by using Microsoft Teams, M&A teams can work more efficiently, reduce the risk of miscommunication, and accelerate the M&A process, ultimately leading to a successful outcome.

When it comes to RFP response, sales reps and other employees from different departments need to collaborate on the proposal implementation for a potential client. MS Teams provides a platform for the RFP team members to collaborate in real-time on the RFP response. The team can create a channel for each section of the RFP and share files, documents, and notes related to the RFP in one place. This helps ensure that everyone is on the same page and working towards the same goal.

Microsoft Teams can help by allowing you to:

• Collaborate with other departments to ensure a comprehensive and well-rounded proposal that meets the client’s needs and requirements.
• Utilize the chat feature to communicate in real-time with team members and ensure a quick response to any questions or concerns.
• MS Teams can integrate with other applications, such as SharePoint or OneDrive, making it easier for team members to access relevant information and files. This can help streamline the RFP process and improve efficiency.

Construction site operations involve many stakeholders, and keeping everyone informed and on the same page can be a significant challenge. With Microsoft Teams, you can create a structured and organized environment for your team to collaborate and share information. To achieve this, consider building a separate team for each construction site and setting up dedicated channels, such as:

• Energy – this channel can be used to share information about the energy resources needed to power the construction site. For instance, team members could share updates on fuel deliveries or discuss strategies for reducing energy consumption.
• Quality channel – can be used to track the efficiency and quality of the work being done on the construction site. For example, team members might share reports on the results of quality inspections, or discuss ways to improve processes and procedures to ensure high-quality work.
• Construction – the Construction channel is where team members can share documentation and plans related to the construction project. This might include blueprints, schedules, or lists of materials needed. Team members can also use this channel to discuss any issues or concerns that arise during the construction process and to coordinate their work to ensure that everything runs smoothly.

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With these channels, you can manage resources, check the efficiency of work, and share necessary documentation and plans. By leveraging Microsoft Teams Planner tab, you can plan effectively and ensure that you meet crucial deadlines and successfully commission projects on time.

When opening a new store, collaboration with various stakeholders is essential. From location selection to sales management and advertising, there are many factors to consider.

To simplify the collaboration process with all team members involved, you can create several teams in Microsoft Teams with dedicated channels such as:

• Budget channel – is for managing the budget for the new store opening project. Team members can discuss budget goals, track expenses, and monitor spending to ensure that the project stays within budget.
• Planning – in this channel, team members can collaborate on the planning process for the new store opening. They can discuss timelines, assign tasks, and track progress to ensure that the project stays on schedule.
• Review channel – is for reviewing the progress of the new store opening project. Team members can discuss any issues or challenges that arise, share feedback, and suggest improvements.
• Design – in this channel, team members can collaborate on the design of the new store. They can share ideas, review mockups and blueprints, and coordinate with architects and designers to ensure that the final design meets the needs of the business and customers.
• Weekly Meeting – this channel is for the weekly team meeting to discuss progress, review action items, and plan for the upcoming week. Team members can share updates, discuss any issues or challenges, and make decisions about next steps.

In addition, build reviews with Microsoft BI or take up the design ideas through relevant topics in channels   

For instance, you can create teams instantly to handle procurement process issues, ensuring everyone involved is up to date and working together seamlessly. Or, you can work on quality assurance with a specific team, making sure all products and services meet your high standards. You could also create an ideation group to initiate procurement adjustments, helping your team stay innovative and adaptable. You can create channels such as:

• Negotiating – This channel is for negotiating contracts and agreements with vendors. Team members can discuss terms and conditions, pricing, and other important details.
• Quality Control – In this channel, team members can collaborate on quality assurance processes to ensure that all products and services meet the highest standards. They can also discuss any issues related to product quality and suggest improvements.
• Demand Control – This channel is for managing demand for products and services. Team members can discuss forecasts, inventory levels, and sales trends to make informed decisions about purchasing.
• Delivery Control – In this channel, team members can collaborate on delivery schedules and track delivery status. They can also discuss any issues related to delivery and coordinate with vendors to ensure timely delivery.

By using Microsoft Teams, retailers and suppliers can work together on business contracts, metric measurements, and the reduction of manual labor. You can conduct product inventory work and review, track social media metrics around new products, and review retail inventory. Teams enables real-time collaboration and file sharing, making it easy for team members to work together on inventory-related documents, spreadsheets, and other files.

Consider the following channels as examples:

• Suppliers – To manage supplier relationships, monitor supplier performance, and coordinate with purchasing and logistics teams.
• Budget Details – o forecast sales and demand, plan production and procurement, and optimize inventory levels.
• Current Stock Inventory – To track inventory levels, monitor key performance indicators, and generate reports on inventory trends and performance.

Download our Playbook, share it with your colleagues and become the best Teams Player!

Factory management is a complex system that should function smoothly to ensure uninterrupted production and cost reduction. With Microsoft Teams, you can review, forecast, and adjust manufacturing and production without wasting any resources. You can create relevant channels according to business units and collaborate with the following teams:

• Business Planning – members of the team can utilize this channel to manage the business planning process for the factory. Team members can discuss strategic goals, create action plans, and monitor progress to ensure that the factory is meeting business objectives.
• Project Quality – here, team members can collaborate on the quality control process for the factory. They can discuss standards, identify potential issues, and track performance to ensure that products are of high quality and meet customer expectations.
• Waste Recycling – in this channel, team members can collaborate on waste reduction and recycling efforts for the factory. They can discuss strategies for reducing waste, track progress, and monitor the effectiveness of recycling programs.
• Risk Management – in this channel, team members can collaborate on identifying and managing risks for the factory. They can discuss potential risks, create contingency plans, and monitor progress to ensure that the factory is operating safely and effectively.

With Microsoft Teams you can review, forecast, and adjust manufacturing and production with no resources wasted. You can create channels such as:

• Operations strategy – this channel could be used to discuss and plan the overall strategy. This might include discussions around process improvement, resource allocation, and other high-level topics.
• Financial insights – in this channel, team members could share and discuss financial data related to the operations of the team or organization. This might include budget information, revenue and expense reports, and other financial metrics.
• Reports – the Reports channel could be used to share and discuss various reports related to the team’s operations. This might include sales reports, customer satisfaction data, and other performance metrics.
• Product Line – here, team members can discuss and collaborate on specific product lines or services offered by the team or organization. Team members could share updates, ask questions, and discuss strategy related to the development and management of these products or services.

As a result, with Microsoft Teams you can easily communicate in real-time between the necessary personnel and coordinate resources to manage operations.

You can use Microsoft Teams to create a team to collaborate on auditing with the finance department, compliance, and other stakeholders. You can manage conversations and meetings safely and securely in channels such as:

• Finance Reviews – this channel is for managing financial reviews for the organization. Team members can discuss financial data, identify potential issues, and track performance to ensure that financial reports are accurate and compliant.
• Business Insights – this channel is for managing compliance with regulations and standards. Team members can discuss compliance requirements, identify potential compliance issues, and make sure that the company is operating in a compliant manner.
• Compliance – this channel is for managing compliance with regulations and standards. Team members can discuss compliance requirements, identify potential compliance issues, and make sure that the organization is operating in a compliant manner.
• Audits – this channel is for managing the audit process for the company. Team members can collaborate on planning, executing, and following up on audits to ensure that the organization is meeting audit standards and requirements.
• Governance – here, team members can collaborate on managing the governance of the organization. They can discuss policies and procedures, identify potential governance issues, and make sure that the organization is operating in a transparent and ethical manner.

Additionally, you can pin critical files, intranet portals, or websites with relevant apps.

Key account management involves multiple interactions with customers, and not only sales teams but also various departments such as customer support, marketing, and engineering. You can create a Key Account Management team to gather all this information and align everyone in the organization that has interaction with your key accounts. You can set up ideal collaboration for key account management with the following channels:

• Customer Updates – you can use this channel for managing customer updates for the sales team. Team members can collaborate on customer communication, share updates on customer needs and preferences, and make sure that the sales team is meeting customer expectations.
• Reviews – for managing sales reviews and performance tracking. Team members can collaborate on analyzing sales data, identifying strengths and weaknesses, and making data-driven decisions to optimize sales performance.
• Proposal – this channel is for managing the proposal process for the sales team. Team members can collaborate on creating proposals, reviewing proposals, and making sure that proposals are meeting customer needs and expectations.
• Competitors – in this channel, team members can collaborate on analyzing competitor data and creating strategies to stay ahead of the competition. They can discuss competitor strengths and weaknesses, analyze market trends, and make data-driven decisions to optimize sales performance.

In airline companies, it’s extremely important to build a strong collaboration process around Aircraft. We’ve seen some very interesting scenarios where an aircraft team has to facilitate collaboration. Here is one example:

• Flight Dispatch – this channel can be used for managing flight dispatch activities. Team members can collaborate on flight planning, weather updates, routing, and scheduling to ensure that flights depart and arrive safely and on time.
• Maintenance Services – in this channel, team members can collaborate on maintenance activities for aircraft. They can discuss maintenance schedules, review maintenance reports, and ensure that aircraft are in good condition and meet regulatory requirements.
• Passenger Services – members of this channel can manage passenger services for flights. Team members can collaborate on customer service, discuss passenger needs and preferences, and ensure that the passenger experience is comfortable and enjoyable.
• Crew Control – here, you can manage crew activities for flights. Team members can collaborate on crew scheduling, discuss crew training and qualifications, and ensure that crews are ready and available to fly.
• Aircraft Control – team members can collaborate on aircraft control activities. They can discuss flight monitoring, air traffic control, and emergency procedures to ensure that aircraft operate safely and efficiently.

Use Microsoft Teams to minimize the impact on customers while performing Maintenance Repair and Overhaul tasks. Collaborate with team members through different channels to find the best possible solution for the company and impacted passengers. For instance:

• Use channels to communicate promptly about various issues.
• Share content with images for better understanding of the problem.
• Perform real-time modeling and adjustment.

You can create channels like:

• Reviews – in the Reviews channel, you and your team could talk about how systems and equipment are performing. Share feedback and identify areas that need improvement, and then work together to develop action plans to address any issues.
• New Purchases – this channel would be a great place to discuss and coordinate the purchase of new equipment or supplies needed for the organization. You could share potential vendors, compare pricing and features, and make purchasing decisions.
• Instructions – the Instructions channel would be where you’d share important information related to the maintenance and operation of various systems and equipment. Here you can create standard operating procedures, work instructions, and other helpful resources that team members could reference as needed.
• Preventive Maintenance – here, you and your team could collaborate on preventive maintenance tasks to ensure that equipment and systems are properly maintained and running efficiently. You can schedule routine inspections, identify potential issues before they become major problems, and document maintenance activities.

Customer support is crucial for any service-oriented business, and Microsoft Teams can help you handle, the onboarding process and resolving customer cases with proper system integration.

Working with customers is what the service sector is about. With Microsoft Teams you can:  

• Collaborate with team members to share decisions, de-escalation strategies, and tasks related to incidents or customer complaints.
• Report on the resolution of incidents and review Customer Service KPIs.
• Recognize the Customer Service team for a job well done in the General channel.

Channels you can create:

• Analysis – this channel would be a great place to discuss and analyze customer support data. You could use it to talk about common customer issues and figure out ways to improve the customer experience.
• Reports – in this channel, you and your team could share reports related to customer support activities. This might include metrics like response times, ticket volume, and customer satisfaction ratings. By reviewing these reports, you could identify areas for improvement.
• Customer Communication – this channel would be your go-to place for managing customer interactions. You could use it to assign support tickets, respond to customer inquiries, and collaborate with other team members on complex issues.

Learn more about how to empower Customer Support with Microsoft Teams

Launching a new product involves many people in the organization, such as engineering, sales, marketing, legal communication, etc. To ensure everyone is aligned, Microsoft Teams is the perfect place to collaborate on a product launch.

Here are some use cases for the Product Launch team in Microsoft Teams:

• Create Discovering the issue channel for identification and confirmation of the issue
• Add your preferred task management tool to assign product launch tasks to your team, e.g. Planner.
• Schedule regular meetings to discuss product development and the launch strategy.
• Create a plan with graphics and illustrations to move forward.

Building new business partnerships and growing brand loyalty requires close relationships with partners and customers. With a team in Microsoft Teams dedicated to building new partnerships, you can:

• Set up a meeting to communicate partners’ agreement details
• Create an initial proposal and perform a presentation for partners
• Sign a partnership contract through Contracts channel
• Build a long-term strategy through Planning channels

You can monitor your social media presence and coordinate with the social media management team using Microsoft Teams. In case of a new crisis, you can build an immediate plan with a team in place and quickly connect to analyze customer and public responses.

Here are some channel examples for a Social Media team in Microsoft Teams:

• Negative Feedback – in the Negative Feedback channel, you and your team would track and respond to negative feedback from customers on social media platforms. You could brainstorm solutions to address customer complaints and work on ways to improve your brand’s reputation.
• Social Media Presence – this channel would be dedicated to creating and maintaining your brand’s social media presence. You could share content ideas, collaborate on social media campaigns, and develop strategies for increasing your following and engagement on various platforms.
• Key Metrics – the Key Metrics channel would be a place to track and analyze social media data, such as engagement rates, reach, and conversions. By monitoring these metrics, you and your team could identify trends, measure the success of your social media efforts, and adjust your strategies as needed.

Easily coordinate and solidify your marketing and distribution strategy. Rest assured, with Microsoft Teams you will be able to cater to a growing online customer base.

Examples of Store Logistics channels below:

• Plant – the Plant channel would be a hub for discussing manufacturing and production issues related to the store. You could collaborate with other team members to identify ways to improve efficiency and reduce costs.
• Customers – here, you and your team could track customer orders and respond to inquiries or complaints. Share customer feedback with other team members to identify areas for improvement.
• Sales Office – this channel would be a place to discuss sales-related issues, such as inventory management, pricing strategies, and promotions. You and your team could collaborate with your team to optimize sales and increase revenue.
• Distribution – the Distribution channel would be focused on managing the logistics of delivering products to the store. All members could track shipping information, monitor inventory levels, and work on ways to streamline the distribution process.

Create a team for your marketing group to create, collaborate, and show results while working with people from outside and inside the company. With Microsoft Teams, you can manage marketing campaigns and social events, collaborate on content creation and plan events. Create channels for:

• Public Relations – in this channel, team members can collaborate on managing the public relations aspect of a marketing campaign. They can discuss media relations, crisis management, and messaging strategies to ensure that the campaign aligns with the company’s overall public image.
• Agencies and Consultants – this channel is for managing external agencies and consultants that are involved in the marketing campaign. Team members can collaborate on vendor selection, contract negotiation, and project management to ensure that external resources are aligned with campaign goals.
• Event Planning – in this channel, team members can collaborate on event planning activities related to the marketing campaign. They can discuss event logistics, venue selection, promotional materials, and other details to ensure that events are successful and aligned with campaign goals.
• Go-to-Market – this channel is dedicated for team members that work on developing the go-to-market strategy for the campaign. They can discuss market research, audience targeting, messaging, and positioning to ensure that the campaign is effective in achieving its goals.

Connect relevant third-party services for each channel to improve collaboration.

Microsoft Teams can help your HR team manage recruitment , share resumes and interview notes, keep track of candidate information, and communicate on hiring decisions. Add channels for:

• Recruitment – in this channel, team members can collaborate on all aspects of the recruitment process, from sourcing candidates to interviewing and hiring. They can discuss job postings, candidate profiles, interview schedules, and feedback to ensure that the recruitment process is efficient and effective.
• Training – this channel is for managing training and development activities for new hires and existing employees. Team members can collaborate on training needs assessment, course development, scheduling, and tracking progress to ensure that employees have the skills and knowledge they need to perform their roles effectively.
• Reviews – this channel is for managing performance reviews and feedback for new hires and existing employees. Team members can collaborate on performance metrics, feedback sessions, and action plans to ensure that employees are meeting performance expectations and have opportunities for growth.
• Onboarding – here, team members can collaborate on the onboarding process for new hires. They can discuss orientation materials, training schedules, and follow-up activities to ensure that new employees have a smooth transition into their roles and feel supported in their new workplace.

Upload team files to the channels, such as HR policies, candidate information, HR portals, feedback forms, and surveys.

One of the use cases for onboarding in Microsoft Teams is to prepare onboarding tasks for all new hires through your favorite task management tool. By using these channels in Teams, the Onboarding team can improve communication and collaboration, streamline the onboarding process, and ensure that new hires have a smooth transition into their roles and feel supported in their new workplace.

You can create channels for:

• Our Product – in this channel, the Onboarding team can discuss product features, benefits, and competitive advantages, and provide resources and materials to help new hires get up to speed on the company’s offerings.
• Your Role – this channel is for providing new hires with a clear understanding of their roles and responsibilities. The Onboarding team can collaborate on creating job descriptions, discussing performance expectations, and providing resources and materials to help new hires succeed in their roles.
• Tools – here, the Onboarding team can share with new hires the tools and resources they need to perform their roles effectively. They can discuss software applications, hardware requirements, and other tools and resources that new hires will need to use on a regular basis.
• Management Style – this channel is for providing new hires with an understanding of the company’s management style and culture. The Onboarding team can collaborate on discussing leadership principles, communication styles, and other aspects of the company’s management approach to help new hires feel more integrated into the team.
• Our Company – here, the Onboarding team can collaborate on providing new hires with an understanding of the company’s industry, competitors, and market positioning. They can discuss industry trends, competitive analysis, and other insights to help new hires understand the broader context in which the company operates.

Allow your new employee to learn everything about your company in a structured way. Attach files, learning videos, and articles to the boards. Schedule regular 1:1 meetings to share feedback and review progress.

Make compliance training a positive and fun experience for your employees. You can use Microsoft Teams to:

• Assign, review and share training plans in relevant channels
• Create images and videos

With these tools, you can ensure that compliance training stays relevant for each job title and better prepares employees for their projects and positions.

Microsoft Teams is integrated with developer tools, allowing for continuous discussion across a distributed team. You can use Teams to organize and discuss topics like :

• Feature Releases – in this channel, the Engineering team can collaborate on planning, developing, and releasing new product features. They can discuss feature requirements, timelines, and implementation details, and share progress updates with other teams.
• Testing – this channel is for discussing the testing process and ensuring product quality. The Engineering team can collaborate on test plans, test cases, and test results, and work with other teams to ensure that products are thoroughly tested and meet quality standards.
• Feedback – in this channel, the Engineering team can collaborate on receiving and processing feedback from customers, stakeholders, and other teams. They can discuss feedback reports, prioritize feedback items, and work on implementing changes and improvements.
• Competitive Information – this channel is for discussing competitive analysis and ensuring that the company’s products remain competitive in the market. The Engineering team can collaborate on analyzing competitors, gathering competitive intelligence, and discussing strategies to stay ahead of the competition.
• Product Analytics – here, the Engineering team can collaborate on analyzing product usage data, identifying trends, and making data-driven decisions. They can discuss product analytics reports, brainstorm ideas for improving product performance, and work with other teams to ensure that products meet customer needs.

In addition, schedule and hold regular meetings in Teams with key stakeholders.

Learn more about Microsoft Teams for Engineering.

With Microsoft Teams, you can enforce communication efficiency and keep multiple work processes in one place. For example, you can work together on design and create prototypes for a new line of products.

To do this, you can receive a new order and create project milestones, create a design package with illustrations and 3D models, and share results and discuss your work with a manufacturer in relevant teams.

• Receive a new order and create project milestones
• Create a design package with illustrations and 3D models
• Share results and discuss your work with a manufacturer in relevant teams.

Microsoft Teams can be used to organize and track each class’s assignments and grades from a class team. You can also perform trips and club events for your students, employees, and partners, provide transparent guidance, and create meaningful assignments. By bringing the academic world to your students and normalizing it as a part of their everyday life, you can help them succeed.

Learn more about how Microsoft Teams can support education.

Look at the examples for different Teams:

Learn more about Microsoft Teams for education.

nBold is a collaboration technology that allows you to achieve operational excellence at scale. With Collaboration Templates you can build your own Template Catalog for your key business processes: project management, sales deal rooms, crisis management, recruitment process, and others. In this way, users will get collaboration spaces replicated from the company template, with everything needed for an efficient collaboration . That includes structure, templates, files, folders, set of tasks, content, etc . Leverage advanced Collaboration Governance to create hundreds and thousands of teams with confidence. Your IT will love it: naming rules, team creation approval, permanent members, define who can use your templates by targeting audience, sensitivity label and much more. Finally, connect your apps that manage processes. et teams created for Salesforce records, Asana projects, Trello boards, and so on. Contact our team to learn how to improve your collaboration efficiency. Rest assured, we will find an ideal solution for your specific business needs.

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Strategy Studies

Distribution channel marketing strategy – case study (starbucks).

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What I’m going to share with you in today’s video is one of the most powerful lessons I could ever pass on to you about building a successful business that makes a significant amount of money but please note this video has almost nothing to do with affiliate marketing or selling digital products those are the tools but today I’m going to give you something far more valuable a completely new way to look at your business most people think Starbucks is in the coffee business they’re not coffee is their product but their business is actually distribution and real estate those stores represent Starbucks distribution channel television YouTube Facebook are distribution channels these are the mediums in which marketing messages flow and goods are sold to a participating audience so if Starbucks wants to sell more coffee they must expand their channel by opening more stores without those stores there is no business same with McDonald’s same with Walmart all of these companies have figured out that their real business is their distribution channel through which goods and services are sold we need to remember that as well as it’s the key to building a business that makes four hundred thousand dollars in a week instead of one that only makes four hundred dollars the miracle of building a business in the Internet age is that it allows a single person to build a massive global virtual distribution channel with nothing more than a laptop Cristina a full-time mom with two kids and has spent the past two years writing a few books on parenting tips for new mothers now that her books are done her primary goal has been to sell those books and bring in some revenue most people especially small business owners would agree with that logic you create a product or service and then you focus on selling it but there’s a reason that the average annual revenue for a small business in the US is only forty four thousand dollars and there’s a reason why it is not turned into millions she thinks her business is selling books that’s not her books are a product but a product is never a business here’s what I mean to demonstrate the difference between building a business where the primary focus is on selling books and building a business where the primary focus is on building a distribution channel Cristina could sell her book on amazon.com in the Kindle Store for nine dollars and 95 cents for every sale she makes a 70 percent profit or seven dollars per book in order to make seven thousand dollars per month she would have to find a way to sell 1,000 books per month for 33 books per day she doesn’t get any of her customers information such as their name or email address so her only way to make money is to constantly sell books every single day she might be able to spend some of that seven dollars in profit on advertising but that will decrease her profits down to one dollar or $2 per book if she’s lucky this is not a business and yet it’s what tens of thousands of authors attempt to do each and every day now let’s take another approach instead of focusing on book sales let’s focus on building her distribution channel which in the case is a list of moms who subscribe to her free email newsletter by sending her readers valuable information via email on a regular basis Kristina can build a solid relationship with them she can become known liked and trusted for the value she provides this is called goodwill and goodwill is everything when it comes to the value of your distribution channel because if people know like and trust you they will buy from you on average an email subscriber to Christina’s list will be worth one dollar per month in revenue if she maintains a high level of goodwill if she has a list of 5000 readers she should be able to make around five thousand dollars per month by promoting goods and services that would benefit our readers 20 thousand readers equals twenty thousand dollars per month and so forth over the course of a year that means each subscriber is worth 12 dollars this is possible because people tend to stay in your distribution channel and consume your products and services for as long as you continue to create goodwill so how can we use Christina’s book to build your email list simple if each free email subscriber is worth at least $12 per year and her book customers are only worth $7 total then it makes a heck of a lot more sense to just give away the book for free in exchange for their email address with the addition of a second product that she can offer her new subscribers for $20 to $50 she will be able to afford to actively market her free book on Facebook’s advertising platform and rapidly increase this of her list growth to one hundreds of new subscribers per day within the next 12 months she should have a list of around 100,000 subscribers which should produce around $100,000 per month in revenue any time she creates a new product for comes across someone else that she’d like to recommend she can do so just by sending out a single email but it gets significantly more interesting when you start to focus on turning those free email subscribers into actual customers their value goes from $12 per year to well over $100 to $1,000 so let me walk you through an actual real-world case study the great thing about building a distribution channel that generates revenue rather than a product that generates revenue is that you can leverage the amazing products and services that others have spent the time to create this is typically called affiliate marketing which was pioneered by amazon.com almost 20 years ago basically you can promote someone’s product or service and get paid a commission for every sale if it’s a digital product like an e-book or an online course that commission is typically going to be 50% so if the product costs $50 you’d make a $25 commission when it comes to promoting a product to your list as an affiliate there’s two important rules you need to keep in mind one only promote products that you’ve personally bought and checked out for quality to only promote products because you believe they will provide a real tangible benefit to the people on your list not for money but because you know it will help them achieve their ultimate goal failure to follow these rules will result in the loss of goodwill and could even destroy it completely finally I included a photo with in the email to provide proof that I personally use the product this went a long way in readers minds to solidify the product’s value and credibility anytime you can show photos or a video of your personal use do so it will likely increase your sales by at least 100 to 200 percent you

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Ian has marketed for some of the world's best-known brands like Hewlett-Packard, Ryder, Force Factor, and CIT Bank. His content has been downloaded 50,000+ times and viewed by over 90% of the Fortune 500. His marketing has been featured in Forbes, Inc. Magazine, Adweek, Business Insider, Seeking Alpha, Tech Crunch, Y Combinator, and Lifehacker. With over 10 startups under his belt, Ian's been described as a serial entrepreneur— a badge he wears with pride. Ian's a published author and musician and when he's not obsessively testing the next marketing idea, he can be found hanging out with family and friends north of Boston.

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9 Best eCommerce Sales Channels to Tap Into + 3 Case Studies

What are the best sales channels for online selling?

💡 Quick Answer: The best eCommerce sales channels include setting up a website, social media platforms, and online marketplaces. Instead of relying on a single sales channel, use a combination of channels and tactics to reach potential customers. The right channel mix depends on your products and target market.

Introduction

Why choosing the right sales channels matters, 9 best ecommerce sales channels, factors to consider, multichannel selling strategy, 3 ecommerce sales channel case studies, grow your ecommerce business on multiple channels.

These days, there are just so many ways to shop online.

You might discover a product on social media, research it on Google, and then check prices and reviews on platforms like Amazon before making a purchase decision.

These days, the possibilities are endless!

Choosing where to sell online can be as crucial as what you’re selling.

The right platform can put your products in front of the right audience, leading to more sales and growth. Choose the wrong channel, and you’ll struggle to gain any traction.

But with so many options, how do you make the right choice?

That’s what we’re going to explore in this guide.

We’ll dive deep into eCommerce sales channels. You’ll discover your options and learn the advantages of each channel. We’ll also uncover real-life examples of businesses that have excelled with the right sales channel strategy.

Let’s dive in.

Imagine you’re selling lemonade. Would you set up your stand in a desert where no one walks by or in a park on a hot day?

Picking the right online sales channel is like finding that busy park.

So, just like you wouldn’t put your lemonade stand in the middle of nowhere, don’t put your online shop somewhere no one’s looking.

Let’s break it down.

Impact on reach and customer engagement

Picking the right sales channel helps you get your product in front of the right audience. We’re not just talking about reaching as many people as possible.

It’s about targeting the shoppers most likely to be interested in your products. For example, if you sell unique craft items, Etsy would allow you to reach a more targeted audience than a general platform like eBay. You want to sell your products where your target audience spends their time online.

Maximizing sales opportunities

Some platforms and sales channels have an existing connection with customers. Shoppers associate some platforms with quality, security, or convenience. By selling on these channels, customers are more likely to trust you and make a purchase.

For example, 89% of online shoppers prefer to buy products from Amazon than other eCommerce sites:

Resource optimization and ROI

When you sell on a platform perfect for your products, you spend less time and money trying to attract customers. Your ideal customers are already there, looking for your products. So, you don’t have to spend money on ads or invest time getting your customers to come to you.

So, what are the different ways you can reach your end customers?

Well, there are plenty of options.

This HubSpot study of eCommerce stores gives a breakdown of the most common sales channels:

It’s a helpful look at the most common retail sales channels for eCommerce. But it doesn’t account for third-party marketplaces, social commerce, and others.

Let’s take a closer look at your options.

If you’re new to online selling, you should check out the resources below. You’ll learn everything you need to know about building an online business.

• How to Start a Dropshipping Business in 7 Easy Steps
• How to Start Selling Online from Home (and Actually Make Money)
• What Are The Best Ecommerce Business Models In 2023?

1. eCommerce platforms

eCommerce platforms let you set up your own online store. The big plus of having your own store is that you’re in control. You decide everything about how it looks and runs.

But you also need to work a bit harder to attract customers. Nobody knows about your store when you’re just starting out, so you’ll have to invest in marketing to build awareness and drive traffic.

There are a bunch of platforms out there. Some are easy to use and are great for beginners. Others have more features that larger businesses will find useful.

Shopify is one that many people know. It makes it simple to set up a store, even if you’re not very tech-savvy. They give you tools to add products, set prices, and handle payments.

WooCommerce is different because it works with WordPress. It’s a bit more technical, but it’s free and offers almost unlimited customization options.

BigCommerce is also a top choice for many. It allows you to integrate your marketplace and social commerce sales seamlessly. Many big brands use BigCommerce for their online shops.

The right platform depends on what you need and how comfortable you are with web development.

If you need some help choosing a platform and building your store, we’ve got you covered. Our walkthrough guide shows you how to build a store in manageable steps.

2. Online marketplaces

These platforms host products from multiple sellers and attract a vast audience. Instead of having your own separate store, you have a storefront within a bigger site.

One of the great things about online marketplaces is that they already have a lot of shoppers. This means you have a good chance of getting your products in front of lots of people without doing extra work to attract customers.

But there’s a trade-off. Since it’s not your own personal store, you don’t have complete control over how everything looks. And the marketplace will take a percentage from your sales since they’re helping you reach customers.

There are plenty of online marketplaces out there, but a few stand out.

Amazon is the biggest name in eCommerce. You can find almost anything there, from electronics and toys to clothes and food. There’s a huge audience of potential customers you can reach, but the competition is fierce.

eBay is another huge name in eCommerce. It’s known for used items and collectibles, but you can also sell new products. eBay shoppers are generally more budget-conscious than Amazon buyers.

Etsy is the go-to place for handmade, vintage, and unique items. It’s a good choice if you make crafts and art or sell unique and vintage items.

Choosing the right online marketplace depends on what you’re offering and who you want to reach. Looking to expand beyond eBay and Amazon? Check out the resources below to discover the best marketplaces to sell online.

• Top 26 eBay Alternatives: The Best Websites to Sell in 2023
• 26 Places to Sell Online in 2023 + Bonus 6!
• How to Find the Most Profitable Marketplace to Sell Your Items

3. Social media platforms

Social media platforms aren’t just for sharing vacation photos. They’ve become vital new sales channels for eCommerce businesses.

The great thing about selling on social media is that it’s where many people spend a lot of their time. You can reach your audience where they already are. Instead of hoping they find you, you’re setting up shop right where they hang out online.

Many of these platforms have added social commerce features to make it easier for businesses to get direct sales. Social commerce is a big trend in eCommerce.

Value of social commerce sales worldwide from 2022 to 2026:

Sites like Instagram and Pinterest allow you to add “shop now” or “buy” buttons directly to your posts. You can also tag products in photos or videos. When someone taps on the tag, they’ll get more information about the product details and can buy without having to leave the platform.

Keep in mind that each social media platform has a unique audience. For example, younger users have recently flocked to TikTok and Snapchat. It’s important to know where your customers are hanging out and show your products there.

4. Search engine marketing (SEM)

Have you ever typed something into Google and noticed a bunch of product photos at the top with the word “Promoted” next to them?

That’s an example of search engine marketing (SEM).

SEM lets you pay to get your products featured at the top of the search engine results page.

Why is this helpful?

Well, people use search engines to research and buy products.

Leading price comparison portals ranked by brand awareness in the United States in 2022:

The great thing about Google Shopping product listing ads is they’re super visual. This can make them super effective. If your product shows up right at the top, there’s a good chance shoppers will click on it and make a purchase.

To fit SEM into your eCommerce strategy, start by figuring out what products you want to push. Maybe you have a new product line or a sale on certain items. Those are the products you should promote in your SEM ads.

It costs money every time someone clicks on your ad. So, keep an eye on your budget. Make sure your costs don’t eat up all your profits.

5. Email marketing

Email marketing has been around for a long time. But it’s still one of the most effective ways to generate eCommerce sales. In a recent survey , email marketing was ranked as offering the best ROI of all marketing channels:

It’s not just about sending emails to everyone. You need to send the right message to the right person. For example, a shopper might add a product to their cart without checking out. You could send an email reminding them about the item and encourage them to come back and complete the purchase. To make the offer more appealing, you could add a time-limited discount.

Emails like this aren’t just about closing a sale. These personalized interactions can forge deeper connections with customers and turn occasional shoppers into loyal brand advocates.

It’s important not to overdo it. Don’t flood your customer’s inbox with promotional emails. They want to hear from you when you have something valuable to share.

6. Content marketing and SEO

Content marketing and SEO (search engine optimization) are crucial elements of every eCommerce strategy. When used together, they can drive organic traffic, enhance customer engagement, and boost sales.

Instead of shouting, “Buy this product,” you can use articles, guides, and videos to attract potential customers. The idea is to offer value and subtly promote your products.

Content marketing can have a significant impact on sales. According to a recent study , the average conversion rate for eCommerce sites that use content marketing is 2.9%, compared to only 0.5% for sites not using it.

But you need to do more than just write an article and click publish. Your content needs to be optimized for search engines. SEO is about understanding what people are searching for online and creating content that meets their needs.

According to a survey of SEOs by Databox, content is the most important element of an SEO-friendly website:

So, you need high-quality content to stand out. But you also need to focus on keywords and external links (backlinks).

Keyword research is the process of discovering the phrases people use to search for topics related to your products. You can use keyword research tools to determine which search terms your potential customers use. Then, you can include the keywords in your content, product descriptions, and titles.

Backlinks are links from other websites to your site. These links are a key Google ranking factor. The more high-authority websites that link to you, the more likely your store will rank high in search results.

You can use guest posting, broken link building, and creating awesome content that people want to share to attract more backlinks.

7. Influencer collaboration partnerships

Teaming up with influencers can be a great way to expand your reach. Influencers have an engaged following on social media. When they recommend something, their followers are likely to listen.

You can work with influencers on sponsored content campaigns to promote your products. It can be a highly effective strategy. In a recent survey, 80% of marketers stated they found influencer collaboration marketing effective:

The key to successful influencer marketing content is prioritizing storytelling over hard selling. Audiences are more likely to engage with narrative-driven content than a straightforward product plug.

It’s also important to give the influencer some creative freedom. They know their audience best and how to engage them. You should set guidelines to make sure the promotion aligns with your brand, but don’t micromanage the creative process.

Influencer collaboration marketing isn’t the only way to promote your products online. Check out our list of the best eCommerce strategies to learn how you can boost awareness and increase sales.

8. Affiliate marketing

Affiliate marketing is a powerful way to boost indirect sales. You can partner with bloggers, review websites, and content creators to promote your products. These partners are given a unique affiliate link to track sales.

The affiliate gets a reward when someone buys a product using their link. It’s like a finder’s fee or commission for sales reps.

You can use affiliate marketing to expand your reach and get your products in front of new audiences. It can be very cost-effective. A recent study found that retail businesses earn an average of $12 for every dollar they spend on affiliate marketing.

Finding the right affiliates is key. Not everyone will be a good fit for your affiliate sales team. Look for affiliates that have an existing audience who might be interested in your product.

You also need to give affiliates the tools they need to succeed. This could be high-quality images or exclusive discounts they can share with their audience. You can also provide free products for affiliates to test and review.

9. Subscription boxes

Subscription boxes are one of the fastest-growing sales channels for eCommerce. Shoppers get a regular delivery of curated products, often tailored to their personal preferences. It can be a good way to secure consistent revenue and sales.

While most people have a Netflix or Spotify subscription, shoppers have started to use subscription services for eCommerce products. A McKinsey study found that 15% of online shoppers have used an eCommerce subscription service in the past 12 months:

One of the standout features of the subscription box is product curation. You can create a unique value proposition by personalizing the box content based on the shoppers’ preferences. It’s also a great way to introduce your customers to new products.

Looking for lucrative products to flip? Discover the 15 best items to flip and sell for a profit in 2023.

There are a lot of different types of sales channels that you can use. So, how do you know the best option for your eCommerce store?

Here’s a breakdown of things you should consider.

Target audience and demographics

Imagine you’re throwing a party. You wouldn’t invite your grandmother the same way you’d ask your best friend from college, right?

In the same way, you need to think about where your customers are and the best way to reach them.

If you sell trendy jewelry aimed at teenagers, you’ll probably have more luck on social media platforms like Instagram or TikTok. On the other hand, if you sell garden furniture, a platform like Amazon or eBay might work better.

Your products and industry

Some platforms and sales channels are more suitable for certain products than others. For example, people like to do lots of research before they purchase tech products. If you sell high-end headphones, you could set up an affiliate program and reach out to tech review sites. Customers use these sites to research headphones when making a purchasing decision.

Think about where customers who want your type of product might go. Then, make sure your products show up there.

If you want to sell wholesale rather than directly to consumers, you need to adjust your sales strategy and the places you sell online. Use the resources below to help you sell wholesale online.

• How to Sell Wholesale Online (Step-by-Step Guide) + 5 Free Wholesale Suppliers
• The 22 Best Online Wholesale Marketplaces for Selling to Retailers (Most Profitable)

Brand identity and messaging

It’s important to consider your brand identity when deciding where to sell products online. Where people find your products has a direct impact on customer perception.

For example, If you sell premium products, your target market expects a premium shopping experience. Luxury consumers aren’t just buying a product. They’re investing in an experience and a status symbol. Selling on budget platforms can dilute your brand and damage the customer experience.

Budget and resource allocation

You also need to consider how much money you have to spend. Some sales channels are free, while others have significant fees.

You’ll need to decide how much of the budget goes to each channel. If you spread your budget too thin, you might struggle to get results anywhere. But you could lose money if you put too much into one channel and it doesn’t work out.

Here’s the thing. Selling in just one place isn’t enough. You need to sell on multiple sales channels to capture the attention of shoppers and get your products found.

According to a recent study by ClickZ, marketers that use three or more channels have a 250% higher engagement rate than those that use a single channel:

Sometimes, things can go wrong. Your website may have technical problems, or a third-party marketplace may change its rules. If you only sell in one place, issues like this can be a big problem.

That’s why diversification is so important.

If you sell in many places, one setback won’t stop your entire business. You’ll have other distribution channels to fall back on and keep sales rolling in.

Integrating multiple channels effectively

It’s not just about being present in many places. You need to make sure those channels work well together for a smooth sales process.

Imagine going to an online store and buying a product priced at $25. But later that day, you saw the same product was $20 on their Facebook shop. That would be confusing and annoying.

You need to keep everything consistent across all your channels. Customers should get the same customer experience wherever they find you. This is super important. But only just over half of eCommerce sites currently have omnichannel capabilities.

So, how can you integrate all your different sales channels?

Automation and management tools for multichannel selling

This is where automation and management tools come into play. These eCommerce tools help you keep everything organized and running smoothly.

You don’t have to manage every single sales channel separately. You can do it all from one place. If you want to change the price of a product, you can do it once, and the tool will update it everywhere.

Everyone loves a good success story. In the following case studies, we’ll explore how three real brands have excelled on specific channels.

Case Study: Glossier on Instagram

The beauty brand Glossier has harnessed the visual power of Instagram to showcase its products and drive eCommerce sales. Glossier has a community-driven approach, encouraging customers to share the makeup looks they have created using its products. This strategy turned the Glossier Instagram profile into an interactive beauty hub. It transformed followers into brand advocates and amplified their reach.

Lessons learned:

Glossier’s Instagram success shows that engaging your customers and making them part of your brand story can lead to strong loyalty. By featuring user-generated content, Glossier showcases its products. But it also fosters a sense of belonging within the community.

Case Study: Fanatics affiliate marketing

Fanatics has achieved huge success with affiliate marketing. It’s become a dominant player in the sports retail industry. The brand offers a wide variety of sports-related products, catering to fans of different teams.

Fanatics partnered with content creators, bloggers, and influencers to expand their reach. Affiliates receive promotional materials embedded with a unique tracking code.

This example highlights the potential of affiliate marketing strategies to enhance brand visibility and drive sales. It shows how lucrative it can be to partner with passionate content creators. Fanatics also provides affiliates with appealing creative assets to support their promotional efforts.

Case Study: Anker on Amazon

The consumer electronics brand Anker is an excellent example of how to thrive with a marketplace business model. They’ve achieved great results by selling products on Amazon’s online marketplace. High ratings and positive reviews established Anker as a trusted brand among Amazon customers.

Anker’s accomplishment on Amazon shows how brands can strategically position themselves on online marketplaces. They capitalized on the marketplace’s wide customer base and infrastructure while delivering quality and value.

Anker optimizes product listings with attractive visuals and informative content. It also leverages Amazon’s fulfillment services for fast shipping to boost customer satisfaction.

Choosing the right sales strategy sets your eCommerce store up for success. Each channel is an opportunity to showcase your products and boost sales.

As the eCommerce landscape keeps changing, you’ll need to stay flexible and adapt your approach. The golden rule is to make sure you show up where your customers are.

To grow your eCommerce store, you need great products and reliable suppliers. The SaleHoo Directory is the best place to discover lucrative products and trusted suppliers you won’t find on Google.

And if dropshipping is more your thing, SaleHoo Dropship should be your go-to tool. You can find the best products on AliExpress and add them to your store in a few clicks. Our team of eCommerce experts find lucrative products to save you hours of research.

If you’re unsure which sales channels are right for you, our 24/7 customer service team is here to help.

Was this lesson helpful? Let us know!

Thanks for the feedback we’re always looking for ways to improve., related resources.

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AI Campaigns and Case Studies

By Joanna Fragopoulos     March 29, 2024    

A rtificial intelligence (AI), and its applications, is at the forefront of many discussions in many industries and fields, from marketing to tech to healthcare to education to law. How to implement and leverage these tools in a helpful way for users can be challenging for teams. However, when used well, AI can help save time analyzing data, personalize content and information, enhance creative ideas, and find ways to promote diversity, equality, inclusion, and belonging (DEIB). Below are case studies and campaigns that successfully utilized AI.

Leveraging Chatbots and ChatGPT

Zak Stambor, senior analyst of retail and e-commerce at Insider Intelligence, discussed AI at an ANA event , stating that it is "very clear that marketers will be spending more of their budgets on AI-infused productivity tools in the future." Stambor cited two companies utilizing chatbots to help consumers find what they need. For instance, Instacart started its Ask Instacart tool to help its users "create and refine shopping lists by allowing them to ask questions like, 'What is a healthy lunch option for my kids?' Ask Instacart then provides potential options based on users' past buying habits and provides recipes and a shopping list once users have selected the option they want to try," according to the ANA event recap . Further, Mint Mobile used ChatGPT to write an ad which it later released. The recap , however, stated that the company's CMO "emphasized that there were limitations with the technology and stressed the importance of understanding a brand's DNA before using generative AI. He recommended approaching ChatGPT in the same way successful marketers approach social media."

Smoothing the Request for Proposal (RFP) Process

Creating campaigns that are actually interesting and engage people, is, of course, every marketer's dream. ZS, a consulting and technology firm focused on transforming global healthcare, worked with Stein IAS to create its campaign " Data Connects Us ," which provided client services teams with content, case studies, reports, ZS's Future of Health survey, and data to help with the RFP process. The campaign leveraged AI to create "futuristic AI generated images — such as a futuristic hospital — and coupled it with copy communicating how ZS is positioned to help connect data with people and support real innovation. By leveraging emotionally engaging, distinct, and memorable creative, ZS was able to invite consumers to learn more about the company," as described in the ANA event recap .

Fostering DEIB

Google sought to promote DEIB practices as well as combat stereotypes and bias; the company was able to do this through the use of AI in the photography space. In 2018, the company established the Google Image Equity initiative, which enlisted experts on "achieving fairness, accuracy, and authenticity in camera and imaging tools," according to the ANA event recap . This result in Real Tone, which is a "collection of improvements focused on building camera and imaging products that worked equally for people of color" and became a consideration for people potentially buying a Google Pixel. As part of this process, the company collaborated with Harvard professor, Dr. Ellis Monk; together, they released a 10-shade skin tone scale that was more inclusive of diverse skin tones. This scale helps "train and evaluate AI models for fairness, resulting in products that work better for people of all skin tones."

Unearthing Creativity

Michelob ULTRA partnered with agency CB New York to create a virtual tennis match with John McEnroe, both in the past and present. McEnroe's past self was created using motion-capture technology and AI. Moreover, the brand also created a campaign called "Dreamcaster" with Cameron Black, who has been blind since birth, who longed to be a sports broadcaster "but felt he would never get the opportunity due to his disability," as explained in the ANA event recap . The recap went on to explain that Michelob worked with Black for an entire year to "create a spatial audio portal, complete with 62 surround sound speakers and more than 1,000 unique sounds, that 'placed' him at center court and told him what was occurring during a basketball game in real time. The portal featured a vest, designed with its own haptic language, to further assist Black in following the action by allowing him to feel the game's action. After 12 months of development and training, Black became the first-ever visually impaired person to broadcast an NBA game on live TV."

Deepening Personalization

To enhance personalization, Panera Bread created a loyalty program called "My Panera" in 2010. The program gives customers rewards based on visits; the rewards to be personalized which boosts the program's engagement. Recently, Panera worked with ZS Associates to utilize machine learning to create an automated "best next action" program to enable "true one-to-one interactions with My Panera members," as described in the ANA event recap , which went on to say that the company uses a "time-based criterion, combine[s] it with several other variables identified and sorted by AI, and serve[s] more than 100 different offers to the same audience. Panera can also leverage the technology to develop multiple email subjects or coupon headlines, make product recommendations based on past purchases, and even customize colors and copy within the communication to suit the sensibilities of the customer being targeted. Overall, there are more than 4,000 unique combinations of offer and product recommendations that a customer can receive."

The views and opinions expressed in Industry Insights are solely those of the contributor and do not necessarily reflect the official position of the ANA or imply endorsement from the ANA.

Joanna Fragopoulos is a director of editorial and content development at ANA.

Broadband TV News

Independent. Since 2003

Sony to launch Sony One channels in Europe

March 27, 2024 12.59 Europe/London By Julian Clover

From April, a total of 54 ad-supported channels will be carried on LG Channels, Samsung TV Plus & TiVo+.

“Sony Pictures recognises the potential of the free ad-supported television space to engage new viewers globally with our extensive feature film and TV series catalogue spanning 100 years. Our entry into the FAST space in Europe reflects our dedication to making premium content accessible to audiences on new and important distribution channels,” Pete Wood, SVP, Digital Sales, Distribution, SPE.

Sony One’s channels will be curated and programmed for local markets in different territories, with content being broadcast primarily in each region’s native language. Territories at launch include the UK, France, Italy, Germany, Spain, Sweden, Denmark, Norway and Finland.

The suite of channels includes Sony One Comedy TV including Seinfeld, The Nanny and The Goldbergs; Sony One Thriller TV featuring Breaking Bad (pictured), Better Call Saul and Justified; Sony One Faves with Bewitched, Community and Dawson’s Creek.

In addition to Sony One, SPE’s FAST offerings include Sony KAL Hindi, its Hindi destination in the US and Canada, and its portfolio of Spanish-language FAST channels for the US Hispanic audience; and FAST channels in Mexico and Brazil.

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About Julian Clover

Julian Clover is a Media and Technology journalist based in Cambridge, UK. He works in online and printed media. Julian is also a voice on local radio. You can talk to Julian on Twitter @julianclover , on Facebook or by email at [email protected] .

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