What is Distributed Marketing Software?

Distributed marketing balances centralised brand control with localised execution. A central team provides guidelines and assets, such as social media templates, digital ad creatives, and marketing collateral, while local teams tailor campaigns to their specific markets. Marketing platforms enable seamless distribution of these materials, ensure brand compliance through consistent logo usage and messaging, and facilitate performance tracking to optimise local engagement. This approach ensures brand consistency while maximising local relevance and engagement, particularly for franchises and multi-location businesses.

Consumers are looking for every brand interaction to be connected, relevant, and convenient. However, for organisations that sell and market through large partner networks, such as franchisees, financial advisors, insurance agents, or resellers, it’s a challenge to deliver seamless consumer engagement at scale.

Distributed marketing software makes it simple for brands to deliver consistent experiences across corporate marketing and partner networks.

Corporate marketers can create and deploy best-practice consumer journeys to advisors, owners, and partners using Marketing Cloud. Marketing Cloud’s journey management tool that enables marketers to create targeted, 1-to-1 journeys across channels and devices.

Once a journey has been created, the corporate marketer goes into the cloud that their advisors, owners, or partners use every day — Sales Cloud, Service Cloud, Financial Services Cloud, or Community Cloud — and connects the journey to the Salesforce campaign. It’s that easy.

Advisors, owners, and partners log in to the cloud they use every day and can access all of the pre-built journeys that the corporate marketing team has created. For example, they might choose a welcome journey to activate for their customers or prospects.

Advisors, owners, and partners can edit each message that will be sent to individual contacts within the journey in order to deliver personalised communication.

Once an individual journey is selected, the advisor, owner, or partner can see all the contacts who are eligible for the welcome series journey. Based on their most recent interactions with each individual, they can approve or reject each contact they want to include in the welcome series.

Personalised messages can then be previewed by email address, ensuring the copy is tailored to each individual. Once the advisor, owner, or partner is ready, they can activate the journey. The contacts are entered into an on-brand and highly personalised cross-channel journey that was built by the corporate marketing team.

It’s important to understand how consumers are engaging with content. Advisors, owners, and partners can see how the journey and message are performing at an aggregate view. They also have the ability to analyse how each individual contact is interacting with messages.

All of that engagement data is then pushed back into Marketing Cloud at the aggregate, journey level. This means the corporate marketer has complete visibility into how each message in the journey is performing. If necessary, the marketer can then adapt and change the journey to continue delivering the optimal experience.