What does white label mean, and why is white labeled marketing automation a vital technology for so many businesses?
According to Drew Gainor of the Young Entrepreneur Council, white label refers to “a fully supported product or service that’s made by one company but sold by another. White label products and services are purchased by the latter company without branding. That way, the reseller can customize the product with their own brand, logo and identity, allowing customers to associate the product with the reseller.”
Gainor’s definition works well in the agency model, but for companies in industries such as finance or franchise, the white label concept is a bit different. Corporate marketers often choose to white label platforms or software before assigning access to their local sales teams or franchisees to retain brand consistency and compliance.
White labeling also works remarkably well for brands in need of marketing automation platforms. Kapost recently found in their B2B Customer Experience Benchmark Report that over 60% of marketers have already invested in or plan to invest in marketing automation, and in industries like advertising, where agencies use one platform for multiple clients, automation tools are especially important.
In fact, Mirren and RSW/US just released their New Business Tools: 2016 Annual Report: A Review of the Most Important Tools Your Agency Should be Using for New Business, reporting that a whopping 65% of US advertising agencies executives use marketing automation tools like email marketing to support new business efforts. It’s there; your clients or local sales entities just don’t know it is. Or maybe they do know your brand has a marketing automation platform; you just have rebranded the platform to reflect your own branded colors, logo or design aspects.
Marketing automation is projected to grow in the United States by nearly 40% and in some countries worldwide by almost 60%! Marketing automation has proven to be a crucial resource for lead generation, client communications, human resources and much more, but is white labeling a marketing automation platform the right choice for your brand?
Here are three sure-fire signs you are in need of white label marketing automation.
- You don’t want to reinvent the wheel – Sometimes it is easier to white label a product you want to incorporate into your company than to hire new personnel to replicate it. You get the new technology but keep your branding front and center for your users.
- Corporate branding is important to you (as it should be!) – You work hard to grow your brand and make it recognizable to your partners and clients. White labeling allows you to customize the design to match your brand.
- You could benefit from a centralized resource – Your customers expect they are doing business with you and believe that it is your brand that will help them solve their unique needs, that’s why they hired you. Similarly, your local sales and marketing personnel will want corporate support from within the organization without having to worry if their resources are accurate. White labeling portrays a unified solution and avoids any confusion to what your brand offers and that of the 3rd party platform.
Whether you are looking to increase your brand reach, save time or be more efficient, a marketing automation platform can empower your brand with multi-channel marketing campaigns. So really, it shouldn’t be a matter of if you need a marketing automation platform, the real question is if you need to white label your marketing automation platform.
About the Author
Alex Navarro comes to Distribion with a background in developing and executing national brand awareness campaigns. His passion is creating personalized marketing strategies and watching them come to life. Alex studied advertising and marketing at Pepperdine University and has enjoyed working in the field ever since. He also loves meeting new people – connect with him on LinkedIn or Twitter.