10 STEPS. To a Successful Turnkey Lead Generation Program for Your Sales Channel

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1 10 STEPS To a Successful Turnkey Lead Generation Program for Your Sales Channel

2 Overview Companies that support channel partners in lead generation efforts drive up to 30% more overall revenue growth than those who do not. While channel managers understand the upside of fully engaging their channel, they have limited time to dedicate to increasing individual lead generation activities for each of their partners and resellers. Challenges the Channel Manager Faces: Limited time to dedicate to increasing lead gen efforts for partner and resellers Difficult to execute and manage lead gen campaigns for partners and resellers No time to experiment with new, unproven lead gen campaigns Must ensure consistency in branding and sales messaging Challenges Partners and Resellers Face: Difficulty finding new leads Difficulty finding high quality leads Limited budget for lead generation activities Limited marketing experience ( Lead gen campaigns? Where do I start? ) Given these challenges and limitations, how do Channel Executives efficiently drive leads to their channel to create a sustainable, repeatable and profitable revenue stream?

3 Trending Towards Turnkey Turnkey lead gen campaigns provide the basic building blocks that get results. They are easy to customize, replicate, and repeat, alleviating the need to reinvent the wheel for diverse projects, new lists and varied objectives. In addition to enabling your channel with the tools they need to generate leads and build awareness within their markets, offering easy-to-implement, subsidized turnkey campaigns attracts higher quality partners and resellers and enhances your overall branding strategy. Benefits of successful turnkey campaigns: More leads for partners and resellers Higher quality of leads for partners and resellers Overall revenue increase for supplier/distributor Consistent revenue stream Less support time required by Channel Manager Proven ROI Consistent branding and sales messaging Customizable for specific partner and reseller value propositions Increased partner visibility and credibility Easy to implement Easy to replicate Overall thought leadership positioning Higher quality partners and resellers

4 What Great Campaigns are Made Of A B2B lead gen campaign must present instant credibility, get to the point immediately, and consistently drive leads to sales conversion. A multi-pronged approach ensures every avenue is used to reach the target (without being overbearing) and helps to circumvent the unrelenting, ambient noise of the competition. Here s how to create a great lead gen campaign: Objective: Whether you want to get new, previously unidentified leads, get more opt-ins, continue the conversation with hot leads, set appointments with C-level executives, generate quotes, or close deals, a great lead gen campaign starts with an understanding of the campaign objective. This objective is tied to your audience s place in the buying cycle. Target: The key to today s progressive lead gen campaigns lies in an understanding of the target audience--the best person for your message. Fresh, progressive, integrated lead gen campaigns would ultimately be a failure if we were to lose sight of the fact that our audience is still human. When combined with other campaign tactics, relevant, local and personal messaging always wins. Data: To compete in today s crowded marketplace, it is critical to invest in a great database, which must then be segmented and managed effectively in order to delineate only the most relevant content via the most relevant medium. List building, scrubbing and qualifying will ensure you have quality, updated information and that you re contacting the right decision makers. Budget: Without an understanding of the initial budget, it is impossible to measure results. A good marketing ROI rule of thumb is a 1:3 ratio of spend to return. Content: Create a story map for your buyer s journey, and make sure each stop on the way provides them with compelling content that adds value to their decision making process. Today, it is the seller s responsibility to provide readily available research that helps buyers make informed decisions before purchase. Great lead gen campaigns provide prospects with excellent quality, useful, well-researched content that cuts through the noise. Delivery: Integrated marketing campaigns that include direct mail, digital media, , hard and soft collateral, and telemarketing produce significantly higher return on investment. Today s marketers must take advantage of cross-promotion opportunities and multiple touches in order to make an impact on today s consumers. A multi-pronged approach that includes the following tactics maximizes engagement and promotes prospect action:

5 Print: According to Deliver Magazine, 79% of US households either read or scan advertising mail sent to their household. When it comes to the B2B audience, direct mail is cited as one of the top four highest ROI generating marketing methods (Outsell s Marketing and Ad Spending Study 2010: Total US and B2B Advertising), and recent studies show that sending a secondary, follow-up mailing generates an even higher response rate than the first. Multi-dimensional pieces can drive response rates up to 40-55%. Interactive: When combined with other interactive tactics, introductory and followup s with creative copy and a well-crafted call-to-action drive prospects to customized landing pages where they will take further action. A/B split testing and recaptures (sending out the same with a different subject line to all un-opens the following day) can help to increase conversion rates by up to 40%. Human touch: In addition to list building, scrubbing and lead qualifying, a telemarketing add-on can be used for reminders, follow-ups and deal closing. Lead scoring: Watching the digital body language of your audience will provide you with critical insight into who is most engaged, allowing you to conduct proper lead management activities. Lead management: Ensure that you have a system in place to get high scoring leads to the sales executive or engineer best suited for follow-up. Building an automated nurturing process for lower scoring leads allows for a comprehensive, closed loop lead generation system.

6 Rolling Out to Your Channel You can address all of the Channel Executive and partner challenges to lead gen campaigns by implementing a fully managed, turnkey marketing department within your organization. This allows Channel Executives to ensure consistent messaging, support partners and resellers, and encourage partners and resellers to add their own value to close deals. Build a great campagn. Whether you can provide a free assessment of network security, or free education about disaster recovery issues, or you have the resources to offer a high-value incentive, your offer gives partners and resellers an additional reason to contact and follow up with new or existing leads. Create a template. Create standard and landing page templates that includes overall messaging, but leaves room for partner and reseller value proposition content. s allow partners and resellers to send your offer to a targeted group of customers and prospects. Long-term campaigns help to consistently qualify and move prospects further in the sales cycle. Landing pages allow resellers to capture lead data and present your offer. Seventy percent of website visitors are in an early stage of the buying process, and not yet ready to make a final purchase. Providing an offer or incentive in exchange for some information allows these visitors time to investigate and gives you the information needed to continue the conversation. Make it customizable. On your and landing page templates, allow partners and resellers to add their own logo, contact information, value proposition and pricing. Support your channel in promoting the value they add to the end-users of your products and services. Promote your turnkey campaigns within channel. Build your own great lead gen campaign that includes a special announcement and several follow-up s to let your partners and resellers know what resources are available to them. Make it easy to sign up for/buy the campaign. Take the guesswork out of the mix for partners and resellers with little to no marketing experience. Give them an easy-to-navigate ordering center by creating a microsite they can get to from your campaign s and landing pages. Being able to quickly and easily pick and choose the items they want will encourage partners and resellers to sign up for campaigns and come back for more. Subsidize and give incentives. Support your channel by picking up the initial set up costs of the turnkey campaigns you ll be offering them--then offer free lead gen campaigns as an award for selling product, attending educational webinars and seminars, and completing training courses for your products and services.

7 Need we say more? Find a great team with strong project management and people skills who can manage the program from end-to-end, from strategy and design to human touch, lead reporting and follow-up. Give them reports. Provide your partners and resellers with detailed results so they know who is most engaged, who needs follow-up and who has opted out. Share successes. Let your channel network know what offers are working and generating the most action! Anything that generates more leads or increases conversion rates should be shared among the entire channel network so they, too, can take advantage of those successes. Remind partners what you ve done. Create your own quarterly campaign to remind your channel network what you do to support them in their efforts to promote and sell your products and services. Create a friendly sense of competition by calling out the best partner successes, and offer cash rewards for deals closed using specific turnkey campaigns.

8 About IDS Technology Marketing IDS Technology Marketing is a full-service marketing firm focused on delivering end-to-end, tightly integrated sales and marketing solutions for savvy B2B technology companies throughout the United States and abroad. Our deep hands-on experience in technology sales and marketing helps us understand the needs of today s IT buyers CIOs, IT directors, managers, and administrators. And it helps us understand the importance of the influencers and how IT purchasing decisions are distributed across many levels and departments of a business. Many of the world s leading manufacturers of hardware and software for storage, security, cloud computing, virtualization, networking, and mobile technologies rely on IDS Technology Marketing for: marketing strategy marketing campaign design development and implementation sales enablement lead generation and nurturing B2B telemarketing and outsourced inside sales Get in Touch with Us N Scottsdale Rd. Suite 195 Scottsdale, AZ Phone:

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