Designing & Executing Channel Marketing Campaigns for SMB Partners

Transcription

1 Designing & Executing Channel Marketing Campaigns for SMB Partners

2 ecoast Will Gibney, VP Sales and Marketing Demand generation offerings designed specifically for the channel community. Built relationships with leading channel organizations such as Cisco, HP, Avaya, Juniper, IBM, Microsoft, Brocade. ecoast executes over 200 channel campaigns per month on behalf of manufacturers.

3 SiriusDecisions Guest: Laz Gonzalez, Research Director Service Director for Channel Management Strategies at SiriusDecisions Extensive international experience implementing channel-driven sales programs Served in key leadership and channel roles at Lotus/IBM, Baan and Viewpoint

4 Agenda Housekeeping Go-to-market and create demand for the SMB via the Channel 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 pipeline How to track pipeline and estimate ROI

5 Partner Led Marketing Investment % of Channel Marketing Budget Spend by Deployment Type* Company Size By Revenue $100MM-$1B Supplier-to- Partner 57% Partner-to- Customer 35% $1B-$5B 50% 40% $5B-$10B 35% 54% $10B-$20B 40% 45%

6 Marketing Thru Partners: Filling Partner Marketing Gaps Sirius Perspective: The larger the partner population the greater the need to leverage digital tools and third parties to generate demand Companies with large numbers of partners (1000+) develop in one-to-many, high touch programs that partners can execute using supplier incentives Leading Suppliers offer partners prescriptive content tools they can customize to execute Suppliers are investing portal developments to help partners deliver co-branded campaign content

7 Ready-to-Go Marketing Tools Are On The Rise SiriusDecisions survey data indicates 35-54% of channel marketing budgets are being invested in programs, tools and infrastructure to allow partners to customize and execute lead generating programs in the b-to-b channel

8 Traditional Approach to Partner Marketing Name of Item Direct Mail Template Template Landing Page Copy for BP Seminar Material Print Ad Template Telemarketing Script Generic Seminar Invite Template Generic Seminar Follow-up Template Description Business Partner customizable letter and outer envelope describing collaboration and presenting an offer from the Business Partner Business Partner customizable describing collaboration and presenting an offer from the Business Partner Business Partner customizable copy for web landing page. Describes collaboration A package of seminar materials consisting of presentation, welcome letter and seminar overview / abstract. The presentation has modular content by BP competencies Business Partner customizable version of the print advertising for Collaboration. Business Partner customizable script for use in contacting and qualifying prospective leads. Business Partner customizable for use in generating seminar/event attendance. Business Partner customizable for following up with customers after an event/seminar. Two versions one for attendees, one for those who were unable to attend. REQUIRES FIELD LEVEL ASSISTANCE TO DELIVER LAST MILE EXECUTION

9 The Problem Sales Programs don t reflect the way we sell Onerous proposal process No way to customize content for individual opportunities ( Buyer s Journey) Channel lacks know-how and resources to deliver programs Marketing Too much focus on preexecution process E.g. MDF Application Collateral that is not used or misused Little adoption by sales 25% avg. low in Channel No ROI, lack of visibility into how program dollars are being spent

10 The Traditional Approach: Proposal / Approval Based Partner Proposes Vendor Approves Program Development Partner Execution Black Hole I have a great idea to create new opportunities. Will you fund it? How much revenue have you earned? What have you done in the past to qualify Program is largely developed by vendor and passed on to partner for execution Partner executes but cannot do so alone; they require field marketing assistance Program concludes, but there is no feedback or ROI data from partner Typical MDF based program proposal, approval, development and execution Source: SiriusDecisions

11 SiriusPerspective: Typical SMB Profile Vertical market or solutions experience Combine product and services to add value to existing supplier products Strong technical (Integration) background Maintain 5-6 general supplier relationships & 2-3 Key vendors Reality: Minimal Marketing Expertise or staff Use Distributor help to recruit

12 What are the leading channel technology companies doing today?

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14 Partner s #1 Request More Leads Find Net New Customers

15 What are the best prospecting approaches for channel partners today?

16 It really depends.

17 Lead Generation Appointment Setting Digital Marketing Social Media Sales Enablement

18 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

19 Teach them to Fish

20 Sales Enablement Call Blitz

21 Multi-Touch with new promotion

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23 Paid Search Marketing: Google ecoast has designed a search engine marketing (SEM) campaign to reach prospects using Google search for the technology services and solutions you offer. The Campaign This campaign uses Google AdWords to target prospects in your geography. The message will be based on your area of focus. An SEM campaign can complement your demand generation activities by providing another opportunity to increase the awareness of your company and the solutions you offer. It also provides pull marketing that gets prospects to identify themselves resulting in additions to your prospect 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 daily spending 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 certification demonstrates a high-level understanding of Google AdWords resulting in best quality score and click through rate (CTR) so you will always rank high at a lower cost per click.

24 How and when to deliver?

25 Getting Partners to Engage SiriusPerspective: Engineer programs pre- and post-launch while matching tactic to adoption model stage to maximize effectiveness. SiriusDecisions Sales Adoption Model Go Sell Educate Engage New Hire/ Partnership Sales Productivity Launch Promote Case Studies Webinars Sales Meetings Channel Communities Partner Portals Viral Videos Playbooks Sales Guides/ Learning Games Workshops Sales Training Certification Programs Time Deal War Rooms 1-on-1 Training Mentoring Programs Radio Shows Podcasts Rich Media Tools Channel Advisory Councils Rep Attrition/ Partner Pruning Source: SiriusDecisions

26 New Approach: Prescriptive MDF-funded Channel Plays

27 MDF Cost: Communicate Value and Effort MDF Cost $2500 $1600 $2775 $4550 $2500 $3000

28 Duration: Set Expectations with Partners Duration 4 to 6 weeks 20 business days 30 business days 50 business days 60 business days 20 business days

29 Components: Include Requirements and Deliverables Components Key Word Searches, etc. Data List Appointment Setting Same Same Co-branded Offer Gift Card List Procurement Outbound Lead Generation Appointment Confirmation Post-Meeting Debrief List Appointment Confirmation List Cleansing Bi-Weekly Reporting Bi-weekly Reporting

30 Results: Letting Partners Know What Are The Deliverables Results / ROI 5-10 Registrations 2 Appointments 4 Appointments 8 Appointments 6 Marketing Qualified Leads 6 Confirmed Appointments Net New List 300 Names 4-6 Leads Prospects List Returned to Partner for Future Nurturing

31 Everyone wants the GlennGarry leads that are ready to close

32 They ve all received bad leads They ve all received bad leads

33 Results-Oriented Pay-for-Performance

34 Metrics & Tracking

35 Marketing Investment Ratio to Pipeline Creation Average* Marketing Sourced Pipeline % of sales pipeline uniquely created by marketing 10% to 50% Marketing Influenced Pipeline % of sales pipeline touched by marketing 30% to 82% Investment-to- Pipeline Average cost of demand creation of the sales pipeline 1% to 4% Investment-to- Revenue Average revenue generated from $1 invested in demand creation $5 to $20+ Source: SiriusIndex

36 ROI Calculation on actual campaign Total Marketing Spend: $64,800 Total SMB Partner Campaigns: 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)

37 Closing the Loop with the Prospect that matters

38 Since the original lead which was a simple security lead (ASA) with have provided engineering services worth $30,000 and most recently closed an UC opportunity worth $375,000 and an infrastructure and cabling opportunity for $105,000.

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40 Thank You Will Gibney VP of Sales & Marketing ecoast Websites: Laz Gonzalez Research Director SiriusDecisions, Inc (w)