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The Partner/Solutions Directory is a place where partners can promote their capabilities and solutions and customers have the ability to search for the partner that best meets their needs. Over the past year it was noticed that partners were not showing up correctly in search results, these updates have fixed that issue, made it easier for partners to select search categories they want to show up in, and aligned terminology to National Instruments' overall messaging.


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A key benefit to a partner relationship with NI is the ability to leverage our brand. However, it is critical the NI brand and the brands of our partners are expressed properly. To assist you, we have developed updated guidelines and processes for partner comarketing with NI. 



Dear valued Alliance Partners,

Our team has 2 important updates for you; please read the details below and contact with any questions.

New Logos

You may have noticed the overall NI “look” is evolving. As part of that process, all partner membership level and specialty logos have been updated. Partner level logos will be available to download through the Alliance Partner Portal, starting December 1, and Specialty Logos will be distributed directly through email. Any new creative should use the new logos and while it’s not required, we would appreciate updates to your existing collateral at your convenience.


Profile Update Deadline: November 30th

In addition to new logos, your annual partner report will be processed at the end of the year. In order to have accurate information in your report, please make sure your company profile on the Partner Portal is up-to-date. Contact your sponsor directly if you have any questions about your company’s VAR contract or annual revenue by November 30, 2016. Updates posted after that date will not be reflected in your annual report.

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The Electronic Design and Embedded Control Alliance Partner Specialties are being merged into one Embedded Specialty. The objective is to drive awareness and adoption of the Embedded Specialty through a simpler message – “NI Embedded Specialty Alliance Partners are proven experts designing medium to large scale embedded control and monitoring applications with the NI software and hardware platform”.


Who is an Embedded Specialty Partner?

In addition to meeting the requirements for the Silver, Gold, or Platinum Alliance Partner Level, Embedded Specialty Alliance Partners must meet the following qualifications:

  • Maintain specialty sponsorship from NI
  • Minimum of one Certified LabVIEW Embedded Developer (CLED) on staff and completion of the RIO Integrator training
  • Establish and maintain Embedded hardware and software product sales

Transition Plan

Current Electronic Design and Embedded Control partners will be automatically moved into the Embedded Specialty.


Embedded Specialty Alliance Partners experience several additional benefits, including the following:

  • NI embedded systems roadmap visibility and alignment
  • Marketing resources, including print collateral, and Embedded Specialty Logo
  • Improved visibility and promotion, including:

Interested in Joining the Embedded Specialty?

Contact National Instruments at

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The NI Alliance Partner and LabVIEW Tools Network awards recognize outstanding achievements by integration and consulting partner companies, and add-on software products. 2016 finalists and winners are celebrated during the lunch keynote and awards ceremony held Alliance Day, Monday August 1st, in Austin, Texas. The ceremony is hosted by the Alliance Partner Network team and attended by Alliance Day attendees, NI global sales, product managers, and executive leadership.

Register Now for Alliance Day and NIWeek 2016

Congratulations to finalists in the following categories:

LabVIEW Tools Network Product of the Year – 2016 Finalists

Application Enablement

Platform Connectivity

Developer Productivity

Community Contribution

Regional Partner of the Year Awards – 2016 Finalists

Americas Region

Asia-Pacific Region (APAC)

Europe, Middle East, India, and Africa Region (EMEIA)

Penny Wright
Senior MarCom Manager
Alliance Partner & LabVIEW Tools Network


25th_APN_logotype__301V_Final.pngThe Alliance Partner Network has recently been honored with industry and peer awards for partner relationship excellence. We could not have received this recognition without you, our valued Partners, and we celebrate with you!

  • 2016 Innovator Award: Impartner - Technology Award
  • 2016 Innovative Best Alliance Practice Award: Association of Strategic Alliance Professionals (ASAP) - Industry Peer Award
  • 2016 Vendor of the Year Award: Control Systems Integrators Association (CSIA) - Industry Peer Award

On behalf of our team, we share these honors with our global Alliance Partners and NI sales and marketing teams. We appreciate your hard work and commitment to success. Looking forward to a great 2016 and many more celebrations to come!


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80 percent of people are more likely to remember what they see versus what they read. So does it makes sense to create a visual marketing plan for your product or service? You may be thinking, “I’m not creative” or “I don’t have the time or the tools/resources”. Fortunately, there are many free online resources that are easy to use for simple graphical projects.


Infographics are the latest marketing buzz. I used a free online tool called “Canva” to create this infographic for the Alliance Partner Network.This intuitive tool provides all of the resources, except for your images (you’ll have to add those yourself), and allows you to drag and drop these creative elements onto the page.

Before you get started, here are three things you might want to consider:

  1. Who is your audience? In order to create a successful infographic you should determine your audience and the main information they need to know.
  2. What is the main message/call to action? Tell the consumer the benefits of your product or service. You should consider using short phrases and no more than three to four lines to describe your product (See Figure 1).
  3. Do you have good images? If not, you can take them yourself or you might want to hire a photographer. If you’re planning to take your own pictures, make sure you have a plain background and you’re using a good quality camera.

When you’re ready to get started, here's a few tips for creating your infographic:

  • Watch out for length. Online tools like Canva can really let you get carried away in the length of your infographic. If you’re not sure how long is too long, try printing your infographic. If you can’t print it at home on any length of standard sized paper, you might want to consider shortening it (See Figure 2).
  • Make sure you have a title, whether it’s your product, service, company name, or event.
  • You should also check for readability. Color combinations like red on black and dark blue on bright yellow are very difficult and stark color combos. If your company logo has a certain style guide, try and mimic it. You don’t always have to reinvent the wheel.

All in all, remember that the point is to graphically market your product, service, or event. Infographics allow you to present content in visual light, so you’re reaching the 80 percent of your consumers as fast and as efficiently as possible.


This document is intended to be a compilation of best practices for our Alliance Partners to help them get the most out of their entry in the Alliance Partner Directory.


Did you know that adults now have an average attention span of 8.25 seconds? That is almost an entire second less than a gold fish, which averaged 9 seconds. With the evolution of searching instantly on mobile devices, people automatically want to find what they’re looking for faster and with greater ease. How do you make the most of your customer’s short attention span?

In 2012 Google analyzed, “97 percent of consumers search online for products and services – yet 58 percent of small businesses do not have a website.” So, the first way you can make sure your customer’s 8.25 seconds is spent wisely is by purely havinga website. There are many online tools that allow you to create a website and have a customized URL, with most only costing you a small fee.

Your website should have information about the products you sell and the services you provide. You don’t have

to be a word smith to sell your products online. What are customers looking for?


  • Image - The product you are trying to sell should have an accompanying image. The image doesn’t have to be world-class standard, but it should be clear and should highlight the best features.
  • Description - In the description you should tell your customers what it is and how it can be a solution for their problem. This could be as simple as bullet points of short phrases or a short paragraph of information.
  • Highlight Key Products - If your product works well with NI PXI, tell your viewers. The worst thing is when a customer has to guess at if a certain product would work with their system.
  • Price – You may not want to list a price and instead have a link up to have the customer contact you. However, you don’t want to do this on every product you sell because a customer might feel defeated if they have to contact you about every price.

Once you have your website established, here are a few reasons why you should have a customized URL:

  • Easier to remember and share – Customers talk to each other and you want your website to be easily recalled and shared. If you have a URL that requires a customer to Google it, chances are you’ve lost business.
  • Trustworthy and reliable – If a customer finds your website, but it doesn’t show up with your company name, it may seem unreliable. The more customized your web URL is, the more trustworthy you will seem at first glance and chances are a potential customer would be more willing to stay and browse your site.
  • Search enabled – If you have a simple vanity url for your website and a customer searches for your company, a search tool like Google will pull your company information first.

Finally, make sure your company website clearly lists your contact information. Whether you decided to dedicate an entire tab to contact information or make it part of your header or footer content, make sure it’s easy to find so you don’t miss out on any opportunity.

Make the most of your 8.25 seconds and take a few minutes to create, optimize, or refresh your website today!

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