channel marketing programs that deliver roi
DESCRIPTION
Are you looking for a blueprint for delivering, managing and improving channel marketing program performance? Be prepared when senior management challenges you on the contribution your marketing tactics make to channel programs. You will learn: Channel marketing tactics – The Model Evolution Programs capitalizing on concierge and MDF Best tactics for channel marketing programs Measuring tactic performance with intent to improve ROITRANSCRIPT
A blueprint for measuring and improving performance
Channel Marketing Programs that Deliver ROI
Our Presenters
Michael CoscettaStructuredWeb
Michael is the VP of Sales and Marketing for StructuredWeb, a leading provider of channel marketing software and services to global tech companies such as Cisco, TIBCO, VMware, GE, EMC, and many others. Simply put, StructuredWeb helps companies leverage their partners’ digital connections to reach, influence and drive more end customers to buy their products. Michael has extensive experience with sales, B2B sales training, SaaS sales training and channel marketing. Learn more about him on LinkedIn.
Juliann GranteCoast Marketing
Juliann is the Vice President of Marketing for eCoast, with 25+ years of experience developing marketing strategies for high technology and industrial companies that build consumer demand, revenue streams, and customer communities. Recent client work includes Fortune 500 companies such as Siemens, Rogers Corporation, Cognos, Progress Software, and venture-backed companies such as Sustainable Minds and NaviNet. Learn more about her on LinkedIn.
Essential Components to a Successful Channel Marketing Program that Drives ROI
Expedite Program Creation Increase Partner Adoption Simplify Marketing Execution Lead Mgmt & Conver-sion Channel Data & Analytics
1 2 3 4 5
Channel Programs Are Needed
Source: Bloomberg
• Capital spending down 30% below average
• “Whether it’s a computer or a forklift, workers are stuck using outdated machines”
• Average age of equipment in the US is
7.4 years, the highest in 20 years
Channel Marketing’s Contribution Scrutinized
• Return on investment
• Participation• MDF Funds Used• MQLs/AQLs/TQLs
Channel Marketing is Evolving
1stGeneratio
n
Customized
Lots of marketing headcount
2nd Generatio
n
Co-Branded
Early marketing platforms
3rd Generatio
n
TurnkeyLoad it and
push campaigns
4thGeneratio
n
StructuredUsing
specialized concierge services
What Channel Marketing Needs
Closed loop processes
Measureable outcomes
Systems for scalability
Flexibility and simplicity
Blueprint Step One:Expediting Marketing Campaign Creation
What’s Working: Integrated Marketing
Structuring Integrated Channel Marketing Programs
InboundMarketing
•Paid SEO
•Natural SEO
•Social Media
Outbound Marketing
•Email Marketing
•Direct Marketing
•Tele-Prospecting
Content Marketing
•Web Site Dev
•Content Creation
Lists and Data
•Better Data Quality
•Expanded Data Sources
Example of an Inbound Marketing Package
Package Deliverables
Keyword Analysis
On Page Web Site Optimization
AdWords/Google Display/ Paid Ads
Landing Page, A/B Testing
Social Profile Profile Updating
SM Content Curation/Postings/Engagement
Social Media Training
Package Could Include:
• Natural Search Optimization
• Google AdWords/PPC
• Social Media
• 3 Month Duration
Example of an Outbound Marketing Package
Package Deliverables
Webinar for Up to 100 Attendees
Co-Branded HTML Email Invite
4-6 Email Sends
Reporting 72 Hours After Each Send
Co-Branded Registration Page
4 Registration Follow Up Emails
40 Hours Tele-Prospecting
Package Could Include:
•Webinar campaign
•6-8 weeks duration
•Email promotion
•Data/List Services
•Tele-prospecting
Blueprint Step Two:Increasing Partner Adoption
The Partner Landscape
1st Tier
2nd Tier
3rd Tier
More resources
No resources
Some resources
High touch
Low touch
Medium touch
What’s Working: Concierge Programs
1st Tier
2nd Tier
3rd Tier
Optional
Needs some Hand holding
Needs heavy hand holding
80/20 Rule Applies
What’s Working: Partner Assessments
Blueprint Step 3:Simplifying Marketing Execution
B2B Marketing – 2014 Style
Essential Components to a Successful Channel Marketing Program that Drives ROI
Expedite Program Creation Increase Partner Adoption Simplify Marketing Execution Lead Management & Conversion Channel Data & Analytics
Vendors
Distributors
Indirect Sales Partners
Concierge Agencies
Creative Agencies
Full Service Agencies
Telemarketing
Lead Qualification
List Management
MDF Agencies
Traditional Media
Online Media
Print Providers
Enterprise Partner Marketing Ecosystem
Setup and Manage
Marketing Assets
Full Service Marketing Vendors
Setup Events & Webinars
Manage and Publish Marketing Libraries
Partner Self-serviceMarketing Portal
Full Service VendorMarketing Portal
Partner Marketing Concierge
Vendor Led Marketing
Onboarding
Planning ExecutionTracking
and Reporting
Each Buyer Role Has A Button To Push
Champions
Influencers
CXOsEvaluators; individuals or groups that will be impacted by a purchase on a day-to-day basis
Users
Ratifiers
What is the business value?
Will it help me do my job better?
What are there alternatives?
Is it stable, reliant and efficient?
Will the solution meet our needs?
Business Value
Performance
ROI
Customer Experience
TCO
Slide courtesy of SiriusDecisions
Nurture Prospects
and assign to groups and
nurture journey
Content Syndication
Partners' in-house List
Event Leads
Field Events
Import Contacts
Nurture Prospects
Score Prospects based on
activities and prediction algorithm
10
Engage and
Qualify
Telemarketing Call
Convert to SQL
Continue Nurturing
Secure Customer
PO
Acquire Nurture
Score Engage
Qualify
CloseImport
Secure OrderConvert to SQL
Nurture Qualified Prospects
Nurture
Other Sources
Example Marketing Customer Journey Flow
Blueprint Step Four:Lead Measurement and Conversion
Lead Follow Up: Lost Opportunity
• 50% of Leads Distributed are not followed up
• 27% Closed Sales for those who did follow up
• 36% of Leads who did not get followed up on bought something anywayLesson: Incorporate nurture marketing options in program!
Generate More Leads with Multi-Touch Marketing
Direct Mail
Telemarketing
DirectMarketing
Webinars
Events
Video
ContentMarketing
AdWords
Display
Retargeting
OnlineAdvertising
SocialMarketing
Microsites
Catalogs
Documents
ContentSyndication
Inbound / Social: Today 37% to 50% of marketing program spend is digital and designed for inbound marketing. This will increase to 50% to 65% over the next five years, with a mobile device being the “first screen” they see.
Implication: Social media, digital marketing and mobile marketing will be critical competencies. And how do we measure this??
Trend: Rise in Inbound Marketing to Support Pipeline Growth
Source: SiriusDecisions Mobile Marketing Survey, Morgan Stanley Mobile Study
Blueprint Step Five:Channel Data and Analytics
Reporting Example
Reporting Example
Social Media Reporting
Social Media Reporting
Social Media Reporting
Social Media Reporting
Social Media Reporting
Pipeline Visibility
A customer ran a syndicated webinar with 60 partners
• Together they drove 282 registrations• 130 attended the webinar• 48 converted to MQL with an expected
$2.1 Million in pipeline revenue• Each webinar registration was worth an
average of $7,446 in MQL value.
Syndicated Webinar Success Story
Expedite Program Creation
•Create integrated marketing offers•Configuring workflow and recruiting of partners•Simple CMS•No HTML or Adobe skills required
Increase Partner Adoption
•Easy to access campaigns•Easy onboarding with Concierge services•Partner assessments start things off right
Simplify Marketing Execution
•Ready to execute campaigns•One Stop Shop for all partner marketing activities
Lead Management & Conversion
•Giving sophisticated lead management tools to partners•Visibility into partner-accepted leads•Add nurture offerings to avoid overlooked leads
Channel Data & Analytics
•Measure EVERYTHING!•Real-time reporting•Automated data collection
Essential Components to a Successful Channel Marketing Program that Drives ROI
Questions?
We Thank You For Your TIme!
Michael CoscettaStructuredWeb
Juliann GranteCoast Marketing
646-738-8044Michael.Coscetta@StructuredWeb.comwww.StructuredWeb.com
LinkedIn:www.linkedin.com/in/michaelcoscetta@michaelcoscetta
LinkedIn:www.linkedin.com/in/julianngrant@julianng