Blackline Safety Corp., a global leader in connected safety technology, announced a new and improved Marketing Co-op Fund (MCF) for its thriving Channel Partner program The new MCF features include:
- Funding co-branded long-term sales and marketing assets.
- Increasing funding for demand generation activities.
- Rewarding Channel Partners’ quarterly sales success.
- Reducing overhead costs for Channel Partners.
Launched in 2020, the MCF allocates funds to Channel Partners to enhance their marketing efforts, such as tradeshows, digital marketing, and local advertising. These efforts help accelerate lead generation, fuel brand awareness, and drive revenue.
Blackline’s 250+ Channel Partners supply Blackline’s connected safety wearable and area gas monitors to joint customers around the world. Participation in the Channel Partner program has increased by 41% in the last five years, driven by Blackline’s comprehensive partner education program, after-sales support, and subscription-based renewals.
The program supports Channel Partners as they expand vertical markets such as fire and hazmat, transportation, and water and wastewater. Through the program, one Channel Partner reported sales of Blackline products increasing from $15,000 in 2022 to $1.14 million in 2023.
Brett Lawhead, Executive Director, Becker Safety & Supply, has experienced success through the Channel Partner program and made use of the MCF.
"The Becker team is proud to be partners with Blackline Safety since 2017,” said Lawhead. "We’ve used the MCF to take our advertising to the next level in the form of a full truck wrap, which has helped us increase brand recognition and grow our business. We’re excited about the program updates as it will make it easier for us to partner with Blackline on reaching new health and safety customers."
"As Blackline Safety sets the new standard for safety tech, our global Channel Partner network continues to expand. Together, we’re providing the latest in real-time connected wearables and area gas monitors to more customers than ever before. The new and improved Marketing Co-op Fund makes it easier, more effective, and more beneficial for our partners as we execute on joint marketing efforts,” said Christine Gillies, Blackline Safety Chief Product and Marketing Officer.
