Lead Generation for Channel Organizations

Lead generation presents many challenges for channel organizations. To be successful at demand generation, channel organizations must determine if they or their partners are responsible for generating leads. Decisions need to be made about whether the reseller partner is looking for net-new leads or up-sell and cross-sell opportunities in an existing customer base. To create a joint lead generation plan, channel organizations need to align demand generation strategy with their partner based on whether the partner is reselling solutions or providing related services.

TSL Marketing’s Lead Generation Methods for Channel Organizations

TSL helps channel organizations with proactive lead generation using inside sales, telemarketing, email marketing, and paid digital ads to engage ideal prospects with targeted messaging that promotes your solutions and related services offered by your channel partners.

Setting Targets and Lead Generation Goals

We define target audiences for your solutions, including those offered by your channel partners, and set achievable lead generation goals.

Nurturing Leads

We prevent potential leads from being lost by nurturing them into highly qualified opportunities that are ready to purchase your solutions directly or from your channel partners.

Reporting on Lead Progression

Our project managers stay in touch with the team at your channel organization to report on the success of campaigns and refine the process to generate more leads and progress them into sales-qualified opportunities.

MSP Success Story

We are blown away by the number of quality leads coming in! Since partnering with TSL on our website optimization and paid search efforts, we consistently receive high-quality leads every month.

Jill Rose

Marketing Manager of DP Solutions

Read the Success Story

Channel Lead Generation Services

Our combination of marketing services enables us to craft lead and demand generation solutions that produce guaranteed leads for channel organizations and their partners.

Data Services

We generate quality contact lists for channel organizations using data de-duping and data cleansing, increasing your B2B tech company’s chance of finding Sales-Qualified Leads (SQLs) and Marketing Qualified Leads (MQLs) for yourself and your partners.

Inside Sales & Telemarketing

We use our inside sales team to capture background information on prospects, start relationships with decision makers, uncover SQLs and MQLs, and connect these leads with our channel organization customers. Since reaching people by phone is more difficult than it once was, we customize our outbound marketing efforts based on the objectives and long-term strategy of a channel customer. In some cases, we carry out cold-calling campaigns, and in other cases, we focus more on inside sales support for warm prospects or prospects who have interacted with our content.

Email Campaigns

As we build our data and knowledge of niche market segments for channel organizations, we use tailored and personalized emails to deliver valuable content and information to targeted audiences. Emails are primarily designed to build market awareness of your channel organization’s brand but can also generate leads over time.

Paid Ads

We use both Paid Search and Paid Social to generate leads for channel organizations using digital ads. We have experts who specialize in LinkedIn and Google advertising for channel organizations and their partners. Our pay-per-click (PPC) digital advertising services include Account Setup, Conversion Tracking, Ad Performance Tracking & Management, Lead Attribution Analysis, and Remarketing.

Strategic Marketing & Lead Generation for Channel Organizations

Drive brand awareness, engage targeted prospects, and generate high-quality leads with expert-managed marketing planning, telemarketing, email campaigns, and survey-driven insights tailored for channel organizations.

Marketing Planning

We build custom marketing plans to generate both lead and build buyer awareness of pain points that your tech solutions solve to encourage progress along the buyer’s journey for potential customers of your B2B tech company and channel partners.

Program Management

The Business Development teams at TSL are managed by our all-star team of project managers who work with our channel clients to identify a target audience for tech solutions and craft a message that is customized to appeal to your audience and that of your partners.

Ongoing Reporting

Our project managers stay in touch with the team at your channel organization to report on the success of campaigns that promote your tech offerings and to refine the process through continuous improvement. We track key metrics to gauge the performance of your channel organization’s lead generation efforts.

Proven Results

Our channel clients see great outcomes from their marketing efforts, including more pipeline, marketing-qualified leads, and sales-qualified leads.

Experienced Team

Our experienced Business Development professionals are experts in the art of the phone call. We use an outbound marketing team led by expert project managers to engage, nurture, and progress leads for channel organizations through phone, email, and scheduled meetings.

Why Channel Organizations Should Outsource Lead Generation

Our combination of services enables TSL Marketing to craft lead and demand generation solutions for channel organizations that produce high-quality sales- and marketing-qualified leads for them and their partners.

Lead generation can be a complicated process for channel organizations because they may be tasked with providing leads for multiple partners in regional and national markets. TSL Marketing has a proven track record of success in overcoming lead generation challenges for channel organizations. Here are a few reasons to consider TSL: 

Cost-Effective

Lead generation services can be a cost-effective way for channel organizations and their partners to generate new business. Rather than investing in building an expensive inside sales team or hiring a dedicated sales team, channel organizations can outsource lead generation to a third-party provider, who can connect them with prospects and generate quality leads on behalf of them and their channel partners. 

Focus on Core Business

By outsourcing lead generation, channel organizations can focus on their core business of providing IT solutions and developing partnerships, rather than spending time and resources on marketing and sales activities, such as creating the right messaging to promote their solution offerings and related services. 

Expertise

Lead generation companies have specialized expertise in identifying and qualifying leads for channel organizations. Lead generation agencies use a range of techniques, such as email marketing, social media marketing, and telemarketing, to generate leads that meet the channel organization’s specific criteria. 

Consistent flow of leads

Lead generation services can provide channel organizations with a consistent flow of new, qualified leads into the pipeline, helping them grow their B2B tech business over time. At TSL, we focus on generating higher-quality leads with better hand-offs.

Targeted Leads

Lead generation services can help channel organizations to identify and target specific personas, industries, or niche audiences for their tech solutions and related services, increasing their chances of success in reaching the right prospects at the right time. 

Channel Lead Generation FAQs

What types of lead generation services does TSL Marketing offer for channel organizations?

TSL Marketing provides a full suite of lead generation services, including inside sales, telemarketing, email campaigns, paid digital ads, and data services. These efforts are tailored to attract and convert high-quality leads for channel organizations and their partners.

How does TSL identify and target the right prospects for my channel organization?

TSL defines target audiences for your company and your channel partners using data services, such as list building, data de-duping, and cleansing. They also consider key factors like company size, key decision makers, technologies used, and contract renewal dates to build precise, targeted campaigns.

What makes outsourcing lead generation services cost-effective for channel organizations?

Outsourcing lead generation to a marketing agency eliminates the need for a costly in-house sales team. With their expertise and resources, a lead generation agency delivers a consistent flow of qualified leads at a fraction of the cost of building and maintaining an internal lead gen team.

How does TSL ensure lead quality and conversion readiness?

At TSL, leads are nurtured through multiple touchpoints—calls, emails, content, and ads—until they are sales- or marketing-qualified. TSL’s experienced inbound and outbound marketing teams work to build relationships and ensure leads are ready for your sales team.

How does TSL report on lead generation campaign performance?

TSL assigns dedicated project managers who provide regular updates on campaign metrics, lead progression, and performance insights for your company and your channel partners. This feedback loop helps refine targeting and messaging to improve results over time.

What results can channel organizations expect from working with TSL?

TSL has a proven track record of success in lead generation for channel organizations and their partners. Over three years of working with a Value-Added Distributor (VAD), TSL was able to generate 8,753 top-of-the-funnel leads and 1,965 marketing-qualified leads for the channel organization and their regional partners. With TSL’s help, the VAD converted 41% of sales-qualified leads, generating $5 million in new revenue and $50 million in pipeline.

Channel Partner Lead Generation

Make TSL Your Channel Lead Generation Agency