Making Marketing Development Funds Work for You

Making Marketing Development Funds Work for YouWe at Informatica greatly value the partnerships we have with you. We believe that in addition to creating great products, services, and solutions, we must follow the old adage “You have to spend money, to make money!” Whether it’s your money, our money or some combination, making an investment in marketing programs and activities to generate new leads and pipeline is essential to sustained growth in your respective markets. That is why we are committed to making marketing development funds work for you.

In Europe, one of the most widely discussed security issues is a regulation issued by the European Union called General Data Protection Regulation or GDPR. Basically it states that if any company, regardless of location, stores personal information on anyone that lives in the EU, that the data needs to be protected! The deadline to comply is May 2018 – otherwise corporations face big fines. Informatica’s Secure@Source solution is a great fit for companies to analyze their risk.

One of our partners in Europe approached us with a funding request for a multi-faceted marketing campaign, including an Executive Brief developed with an industry analysts, a joint webinar and promotion of the assets through content syndication. Through the use of partner development funds, we funded the costs associated with this campaign and have generated over 3,000 leads for the partner, 45 qualified opportunities and 3 which have converted to revenue in just four months.

The Informatica Partner Program provides you with two ways to leverage development funds when working with Informatica and plan similar marketing activities for your customers or industry.

For partners and distributors in the Resell Program, a proposal-based Market Development Fund is available for you to request funds for activities such as:

  • Advertising – Web, Print
  • Customer Press Releases, Success Stories
  • Customer-Facing Seminars, Workshops, Webinars
  • List Acquisition/Purchase
  • Mail campaigns (direct or email)
  • Marketing Agency Services
  • Search Engine Optimization / Management
  • Telemarketing Services
  • Events/Tradeshow sponsorships and participation

If you’re in the Consulting and Systems Integrator Program, you earn Referral and Assist Funds (RAF or PDF) for deals that you influence or refer to Informatica. The RAF/PDF funds can be used for activities such as:

  • Advertising – Web Print
  • Direct Mail, Email, Newsletters
  • Customer-Facing Seminars, Workshops, Webinars
  • Marketing Agency Services
  • Press Releases, Success Stories
  • Telemarketing Services
  • Informatica Certified Packages from Informatica Professional Services
  • Informatica Professional Services Boot Camps
  • Informatica Training Courses
  • Sponsorship of Informatica events

At Partner Kickoff in January, I announced the availability of the Connect to Cloud Campaign which provides partner-ready marketing programs designed to identify new projects and opportunities within your existing customers and new prospects, wherever they are on their “journey to the cloud”. Whether it’s a company just getting started with connecting on-premise applications with cloud applications or an organization building/migrating their data warehouses to the public cloud, the Connect to Cloud Campaign contains the materials you need to host a seminar or solution day. Utilize Informatica MDF to cover the cost of the event or use the funds to help build the right set of accounts and contacts for the cloud marketing campaign.

If Cloud is not your focus, we have many other partner-ready programs for you, including Data Security, Data Quality, Data Integration and Master Data Management. These are all available on our Partner Portal and Partner DemandGen Central, the digital marketing automation platform exclusively designed for Informatica partners. The platform and our tools are designed to help you add value to your customer relationships through your website, tweets, blogs and emails.

It’s a great time to be an Informatica Partner! Let us help you plan and figure out the best path towards maximum profitability with your partnership with Informatica. When you’re ready to request development funds to help you build pipeline, log on to our Partner Funds portal to make your request and then reach out to your Partner Sales Manager and Partner Marketing manager to review.

Looking forward to seeing you take advantage of our development funds!