designing & executing channel marketing campaigns for smb partners
DESCRIPTION
eCoast & SiriusDecisions - Designing MDF programs for SMB Channel Partners-How leading vendors setup & manage channel marketing programs -What partners want in a vendor focused campaign -The critical factors in building a partner marketing portal -Which types of campaigns are most effective in generating pipelineTRANSCRIPT
Designing & Executing Channel MarketingCampaigns for SMB Partners
© 2010 eCoast. All rights reserved.www.ecoastsales.com
eCoast
Will Gibney, VP Sales and Marketing
Demand generation offerings designedspecifically for the channel community.
Built relationships with leading channelorganizations such as Cisco, HP, Avaya,Juniper, IBM, Microsoft, Brocade.
eCoast executes over 200 channelcampaigns per month on behalf ofmanufacturers.
© 2010 eCoast. All rights reserved.www.ecoastsales.com
SiriusDecisions Guest:
Laz Gonzalez, Research Director
Served in key leadership and channel rolesat Lotus/IBM, Baan and Viewpoint
Extensive international experienceimplementing channel-driven sales programs
Service Director for Channel ManagementStrategies at SiriusDecisions
Housekeeping
Go-to-market and create demand for the SMB via theChannel
How leading vendors setup & manage channel marketingprograms
What partners want in a vendor focused campaign
The critical factors in building a partner marketing portal
Which types of campaigns are most effective in generatingpipeline
How to track pipeline and estimate ROI
AgendaAgenda
Partner Led Marketing Investment
% of Channel Marketing Budget Spend byDeployment Type*
$100MM-$1B
$1B-$5B
$5B-$10B
$10B-$20B
57%
50%
35%
40%
35%
40%
54%
45%
Company SizeBy Revenue
Partner-to-Customer
Supplier-to-Partner
Marketing Thru Partners: Filling Partner Marketing Gaps
Suppliers are investing portal developments to helppartners deliver co-branded campaign content
Sirius Perspective: The larger the partner population the greater theneed to leverage digital tools and third parties to generate demand
Leading Suppliers offer partners prescriptivecontent tools they can customize to execute
Companies with large numbers of partners (1000+) develop in one-to-many,high touch programs that partners can execute using supplier incentives
© 2010 eCoast. All rights reserved.www.ecoastsales.com
Ready-to-Go Marketing Tools Are On The Rise
SiriusDecisions survey data indicates 35-54% of channel marketing budgets arebeing invested in programs, tools and infrastructure to allow partners tocustomize and execute lead generating programs in the b-to-b channel
© 2010 eCoast. All rights reserved.www.ecoastsales.com
Traditional Approach to Partner Marketing
Name of Item Description
Direct Mail TemplateBusiness Partner customizable letter and outer envelopedescribing collaboration and presenting an offer from theBusiness Partner
Email TemplateBusiness Partner customizable email describing collaborationand presenting an offer from the Business Partner
Landing Page Copyfor BP
Business Partner customizable copy for web landing page.Describes collaboration
Seminar MaterialA package of seminar materials consisting of presentation,welcome letter and seminar overview / abstract. Thepresentation has modular content by BP competencies
Print Ad TemplateBusiness Partner customizable version of the print advertisingfor Collaboration.
Telemarketing ScriptBusiness Partner customizable script for use in contacting andqualifying prospective leads.
Generic SeminarInvite Template
Business Partner customizable email for use in generatingseminar/event attendance.
Generic SeminarFollow-up Template
Business Partner customizable email for following up withcustomers after an event/seminar. Two versions – one forattendees, one for those who were unable to attend.
REQUIRES FIELD LEVEL ASSISTANCE TO DELIVER LAST MILE EXECUTION
The Problem
Sales
• Programs don’t reflect the waywe sell
• Onerous proposal process
• No way to customize contentfor individual opportunities( Buyer’s Journey)
• Channel lacks know-how andresources to deliver programs
Marketing
• Too much focus on pre-execution process
• E.g. MDF Application
• Collateral that is not used ormisused
• Little adoption by sales
• 25% avg. low in Channel
• No ROI, lack of visibility intohow program dollars are beingspent
© 2010 eCoast. All rights reserved.www.ecoastsales.com
The Traditional Approach: Proposal / Approval Based
Source: SiriusDecisions
PartnerProposes
Vendor
Approves
Program
Development
Partner
Execution
Black
Hole
Black
Hole
I have a greatidea to create
newopportunities.
Will you fund it?
How muchrevenue haveyou earned?What have youdone in the pastto qualify
Program islargelydeveloped byvendor andpassed on topartner forexecution
Partnerexecutes butcannot do soalone; theyrequire fieldmarketingassistance
Programconcludes, butthere is nofeedback orROI data frompartner
Typical MDF based program proposal, approval, development and execution
© 2010 eCoast. All rights reserved.www.ecoastsales.com
Vertical market or solutions experience
Combine product and services to add value to existingsupplier products
Strong technical (Integration) background
Maintain 5-6 general supplier relationships & 2-3 Keyvendors
Reality: Minimal Marketing Expertise or staff
Use Distributor help to recruit
SiriusPerspective: Typical SMB Profile
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What are the leading channeltechnology companiesdoing today?
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Partner’s #1 Request
MoreLeads
Find Net New Customers
best prospectingapproaches for channelpartners today?
What are the
© 2010 eCoast. All rights reserved.www.ecoastsales.com
It really depends.
Lead Generation
Appointment Setting
Digital Marketing
Social Media
Sales Enablement
© 2010 eCoast. All rights reserved.www.ecoastsales.com
Pay-for-Performance Plays
2 Appointment Package
• Campaign Implementation & Pre-Campaign Consulting
• Campaign Timeframe: 20 business days• 200 Record List Rental (based on your parameters)• Professional Telemarketing Support• Monthly Lead Portal Access• Bi-Weekly Reporting and Campaign Management• 2 qualified “face-to-face” appointments*• Total Value: $1,850
4 Appointment Package
• Campaign Implementation & Pre-Campaign Consulting
• Campaign Timeframe: 30 business days• 300 Record List Rental (based on your parameters)• Professional Telemarketing Support• Monthly Lead Portal Access• Bi-Weekly Reporting and Campaign Management• 4 qualified “face-to-face” appointments*• Total Value: $3,250
Teach them toFish
Sales Enablement – Call Blitz
Multi-Touch with new promotion
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© 2010 eCoast. All rights reserved.www.ecoastsales.com
Paid Search Marketing: Google
eCoast has designed a search engine marketing (SEM) campaign to reach prospectsusing Google search for the technology services and solutions you offer.
The CampaignThis campaign uses Google AdWords to target prospects inyour geography. The message will be based on your areaof focus.
An SEM campaign can complement your demandgeneration activities by providing another opportunity toincrease the awareness of your company and the solutionsyou offer. It also provides pull marketing that gets prospectsto identify themselves resulting in additions to yourprospect list.
Campaign Components• Keyword list building• AdWords• Landing page• Reporting
What You Get• Setup and implementation• Unlimited keywords based on your technology focus• 3-5 optimized AdWords generated to match your targeted
search• Landing page to capture your messaging, call to action
and prospect data• Monitoring and reporting including most popular searches,
cost per click, click through rate and average dailyspending
• Estimated targeted traffic: 150+/- unique visitors
Offer to End User• White paper based on focus area• Other options: demo or assessment
$2500
eCoast has a Google Qualified AdWords Professional on staff! This certificationdemonstrates a high-level understanding of Google AdWords resulting in best quality scoreand click through rate (CTR) so you will always rank high at a lower cost per click.
How and
when todeliver?
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Getting Partners to Engage
SiriusDecisionsSales Adoption Model
Launch
Sale
sP
roductivi
ty
Time
Educate
Rep Attrition/Partner Pruning
New Hire/Partnership
PlaybooksSales Guides/
LearningGames
WorkshopsSales TrainingCertificationPrograms
Case StudiesWebinars
Sales Meetings
Deal War Rooms1-on-1 Training
MentoringPrograms
Radio ShowsPodcasts
Rich Media ToolsChannel Advisory
CouncilsChannelCommunities
Partner PortalsViral Videos
Promote
Engage
Go Sell
So
urc
e:
Siriu
sD
ecis
ion
s
SiriusPerspective: Engineer programs pre- and post-launch whilematching tactic to adoption model stage to maximize effectiveness.
© 2010 eCoast. All rights reserved.www.ecoastsales.com
New Approach: Prescriptive MDF-funded Channel Plays
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MDF Cost
$2500 $1600 $2775 $4550 $2500 $3000
MDF Cost: Communicate Value and Effort
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Duration
4 to 6weeks
20 businessdays
30 businessdays
50 business days 60 businessdays
20 businessdays
Duration: Set Expectations with Partners
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Components
Key WordSearches, etc.
Data List
AppointmentSetting
AppointmentConfirmation
Post-MeetingDebrief
Bi-weeklyReporting
Same Same Co-branded EmailOffer
Gift Card
Email List
AppointmentConfirmation
List Procurement
Outbound LeadGeneration
List Cleansing
Bi-Weekly Reporting
Components: Include Requirements and Deliverables
© 2010 eCoast. All rights reserved.www.ecoastsales.com
Results / ROI
5-10Registrations
2 Appointments 4 Appointments 8 Appointments 6 MarketingQualified Leads
6 ConfirmedAppointments
Net New List300 Names
4-6 Leads
15-20Prospects
List Returnedto Partner forFutureNurturing
Results: Letting Partners Know What Are The Deliverables
Everyone wants the
GlennGarryleads that are readyto close
They’ve all received “bad”leads
They’ve all received “bad” leads
Results-Oriented
Pay-for-Performance
Metrics
& Tracking
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Marketing Investment Ratio to Pipeline Creation
Source: SiriusIndex
MarketingSourced Pipeline
% of salespipeline uniquely
created bymarketing
10% to
50%
MarketingInfluenced Pipeline
% of salespipeline touched
by marketing
30% to 82%
Investment-to-Pipeline
Average cost ofdemand creation
of the salespipeline
1% to 4%
Investment-to-Revenue
Average revenuegenerated from $1
invested indemand creation
$5 to
$20+
Ave
rag
e*
© 2010 eCoast. All rights reserved.www.ecoastsales.com
ROI Calculation on actual campaign
Total Marketing Spend: $64,800
Total SMB Partner Campaigns: 54
• 25 Completed 25 Active 4 Pending Plays• Total Appointments Generated to Date:81• Total Pipeline Generated to Date:
$2,784,280• Average Deal Size: $34,374
Marketing/Pipeline Ratio: 1 to 43 (initial)
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that matters…
Closing the Loop with the Prospect
Since the original lead which was a simplesecurity lead (ASA) with have providedengineering services worth $30,000 and mostrecently closed an UC opportunity worth$375,000 and an infrastructure and cablingopportunity for $105,000.
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Thank You
Will Gibney
VP of Sales & Marketing
eCoast
603.516.7430
Laz GonzalezResearch DirectorSiriusDecisions, [email protected]
203 665 4044 (w)Websites:www.ecoastsales.comwww.sirusdecisions.com