Brandwatch, Crimson Hexagon join Twitter’s channel partner program

As it tries to grow its data licensing revenue, Twitter announced Wednesday two more participants in its new channel partner program, Brandwatch and Crimson Hexagon.

This brings to five the number of channel partners. Sprinklr, Sprout Social and Conversocial were announced earlier this year, and Twitter said at the time:

We are investing in deeper partnerships with a few select solution providers (including Sprinklr, Sprout Social, and Conversocial) to help brands realize greater value from our data and platform. As an example, our new Sprinklr channel partnership is focused on driving marketing innovation for large enterprises. This partnership [with Spinklr] is a multi-year deal, totaling more than $90 million, with collaboration in product development, sales, and marketing.

The channel partnerships are intended to give special and early access to Twitter data and product development for these selected companies, going beyond the more general and existing Official Partner Program that has more than 70 partners.

Brandwatch CMO Will McInnes told me that Twitter has selected these five to create a “deeper partnership,” although he noted that the specifics of that deeper-ness are still being worked out. He said his company will have “early access to new [Twitter data] products.”

In a post following its selection in February, Conversocial Senior Product Marketing Manager Jaclyn Fu wrote:

This partnership will expand an established relationship that already brought into fruition a series of products including DM Dispatcher, CSAT Surveys, and Public to Private DM Prompts. As we develop new, innovative products we will be working closely with the Twitter team to introduce them to the market and continually improve how brands and agencies harness the power of Twitter data.