Demand Generation Expectations Blown Away
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- Maximilian Watson
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1 Demand Generation Expectations Blown Away CASE STUDY Presentation Name 1
2 The Grid generates thousands of leads every week. It has so far generated a forecast revenue pipeline in excess of $1.2 billion dollars. The APAC division of Symantec, the global software company, decided to put it to the test. According to Amy Christopher (Symantec s Partner Marketing Manager - Asia Pacific and Japan) the company was interested in trialing the Grid as an easy-to-use demand generation platform to determine whether it could help them generate net new revenue through their partner community. In short, it did: blowing away their expectations in the process. blowing away expectations Presentation Name 2
3 The Challenge According to Amy Christopher, the beginning of the 2012 financial year saw Symantec challenged with driving marketing programs to increase revenue for recently specialized partners. The global software company was searching for a demand generation instrument that complemented the organization s existing promotional assets and strategies to create a cohesive partner marketing program Christopher stated: About 80% of partners did not have a dedicated marketing person, and quite often, if they did, this person was stretched across multiple projects. Partners needed help. We looked at the market and evaluated a number of vendors and models, and we decided on a combination of the Grid with our Partner Marketing Center taking a concierge role, integrated with our hub agencies to assist with teleservices. Presentation Name 3
4 What happened? Over a 3-month period, they worked with Elastic Grid, piloting Symantec Grid with their partnercommunity and partner marketing center to create and deploy a Grid Webinar and Grid Promo, related to a recent backup software release. Amy Christopher said Symantec chose the Gridfor these reasons: The Grid offered sophisticated split-level tracking and reporting Symantec could leverage existing campaign content Many partners in their market were already familiar with the Grid Presentation Name 4
5 Each Grid Module was co-branded by participating partners. They then securely uploaded their contact databases to the Grid, and sent professionally designed s to their prospects and customers. This ease of use was important to Symantec, as they knew many partners might not have access to dedicated marketing resources and might struggle to run complex campaign infrastructure. As with all Grid Modules, all user interactions were tracked and recorded, enabling real-time reporting for each partner. Leads were generated automatically and ed to partner-designated inboxes. Symantec was able to access high-level Grid reporting, while maintaining their partners database confidentiality a feature that Christopher identified as vital to the successful adoption of future campaigns. Presentation Name 5
6 Webinar Grid Promo The Grid Webinar Module extended the lifespan of a pre-recorded video to increase the reach of Symantec s messaging through targeted partners. While watching the video, visitors could ask partners a question, triggering an immediate request. The Grid Promo Module gave Symantec s partners a tactical, quick-to-market way of leveraging a key promotional offer extending its reach across the software company s partner community channel. It included an , reminder and landing page. Presentation Name 6
7 These Grid Modules were made available to targeted partners across the Asia Pacific region in English only. Partners were selected in Australia, New Zealand, India, Bangladesh, Malaysia, the Philippines, Singapore and Hong Kong. They were later made available to partners in China. Symantec s Partner Marketing Center assisted with on-boarding these channel partners, who were qualified to sell this particular software solution. However, many of Symantec s targeted partners were already using the Grid, reducing the learning curve and minimizing the need for extensive training. Presentation Name 7
8 Expectations Going into this trial, Christopher said the software company based their expectations on past marketing experiences: This powerful response continued in the opportunity-to-conversion ratio, which was much higher than anticipated and in some cases higher than we see with some of our own campaigns. Amy Christopher explained that prospects responded well to the fact that there were no gateways on any of the campaigns. We knew at the beginning what success would look like and we were able to track the results over time. Christopher explained that Symantec expected inertia from partners, with only one or two campaigns run per organization. But we found that once a partner had completed one campaign, they were very eager to come back and launch more. We had a very high repeat rate that was well above what we had anticipated, said Christopher. Symantec was also surprised at the high open and click-through rates, which spoke to the quality of the s and the campaign content. Once you receive the , you just click through and navigate the content naturally. Customers seemed to really respond to the creative and the platform. It s safe to say that Symantec s marketing experts were impressed with the results. Presentation Name 8
9 Symantec experienced: A total of A click-through rate A conversion rate And, an average deal size 33% more contacts made than expected 30% higher than expected. 30% higher than expected. 516% higher than expected! Presentation Name 9
10 Getting Grid results like these gave the software company the confidence to launch more Grid campaigns across more regions, most recently including the Chinese market. For Symantec, the Grid s value comes from visibility into the outcome of each and every campaign the visibility we have into the investment, explained Christopher. The Grid also lets us increase revenue through a process that is repeatable and scalable. We can add as many campaigns as we need. Christopher affirmed: The positive experience our partners have had with the Grid reinforces the trust they have in doing ongoing business with Symantec. And, if those results weren t enough, feedback from Symantec s partners was extremely positive, with many appreciating the hands-off approach to lead generation that delivered above-industry rate results for minimal time and resource investment. Presentation Name 10
11 Feedback from Partners Symantec partners liked the flexibility of the tool to customize their campaign to articulate their own unique value proposition. Based on this experience, participating partners expressed a great deal of interest in the availability of more Grid campaigns in the future. Detailed reporting allowed partners to have very targeted follow-up conversations with each Lead Alert generated by their campaigns. Running a campaign through Symantec Grid was a very good experience for us. It is a very effective tool that helped us to generate leads that resulted in revenue for our Symantec business The daily reports were easy to extract and helped us to review and prioritise the qualified opportunities with the telemarketing agency. We would love to launch more campaigns! The Symantec Grid was a very helpful tool for targeting our customers and prospects with a relevant campaign message whilst also helping us to build awareness of our brand and partnership with Symantec in the market. Presentation Name 11
12 Unexpected Benefits In addition to the support of participating partners, an unexpected benefit of this Grid trial was the very positive feedback from Symantec s Partner Marketing Center, tasked with helping partners to generate leads with Grid Modules. This is how channel marketing programs help channel partners to build a pipeline with the help of a marketing tool. This Grid activity enabled our team to act like marketing consultants/advisors for our partners. This activity helped me to work WITH the partners. The Grid is not only a marketing tool, it s also a relationship building tool! Presentation Name 12
13 Key Results Symantec reported: A click-through rate 30% higher than expected. A 25% higher conversion rate than expected. Incremental increase in pipeline revenue worth millions Presentation Name 13
14 The Grid gave Symantec a vehicle to help our partners generate new business. It supplements our field marketing efforts and helps improve the relationship with our partners through enhanced partner experience. For us, the Grid is a key foundational element of our integrated partner marketing demand generation. Amy Christopher, Symantec s Partner Marketing Manager for Asia Pacific and Japan If your B2B Demand Generation would benefit from compelling content, proven structure and a world-class demand generation platform enthusiastically supported by the Elastic Grid Concierge Service please contact Elastic Grid. Presentation Name 14
15 elasticgrid.com Presentation Name 15
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