The Next Generation of Channel Marketing Authored by Chris Carroll Edited by Courtney Wiley This whitepaper discusses how technology resellers can take advantage of the next generation of channel marketing in order to better allocate marketing resources, measure marketing results, increase and nurture leads, and develop the tools and content that will drive sales. 2013 Marketing Advocate. All Rights Reserved.
Named Gartner 2013 Cool Vendor This independent analyst firm recognized Marketing Advocate as a company that is innovating sales and marketing techniques to help global IT providers go to market more effectively. Did you know that a world exists outside of cold calling and generic email sends? It s called marketing automation, and it s the next generation of channel marketing. Marketing automation platforms (MAPs) bake digital demand generation into the marketing landscape to reach larger audiences, more effectively target prospective customers, nurture the right prospects, and deliver high-qualified leads to sales at a speedier velocity. Through-Partner Marketing Automation (TPMA) software is a MAP but is demand generation software for the channel. It combines lead scoring, co-branded nurture campaigns, omni-channel marketing, search, social, and lead management in order to drive effective B2B channel marketing. Overcoming the Limitations of Legacy Channel Marketing Programs According to Forrester Research, 65% of all revenue for large technology vendors is being generated by the channel i. Yet the current generation of channel marketing programs is insufficient for meeting the goal of technology vendors to set up campaigns that can be used by hundreds or even thousands of VARs to sell products, or the goal of VARs to implement marketing programs that lead to signed purchase orders. Generating and nurturing qualified, sales-ready leads requires a new generation of channel marketing solutions for the digital world. Continuing to focus exclusively on existing contact lists and sending traditional emails at predictable intervals is not enough to help channel marketers or solution providers achieve their business goals. Channel marketers need to enable the next generation of channel marketing so they can accelerate demand through the channel and increase partner participation rates of sponsored marketing programs. While channel marketers typically provide a set of self-service marketing tools that solution providers can leverage, the reality is that most resellers lack the internal marketing resources to design and implement ongoing demand generation campaigns. Channel marketers require a marketing platform that allows them to re-market corporate campaigns through resellers in a simple and cost-effective way. i Forrester Research, Inc., Tech Channel Marketing Trends 2012 The Next Generation of Channel Marketing 1
Marketing Advocate s [TPMA software] accelerates our ability to qualify opportunities with customers. GP.J. Grinsell, VP of Business Development, SyCom Technologies (participating Microsoft Windows Optimized Desktop program reseller) Content syndication, utilized by many technology vendors today, merely allows VARs to display content from the vendor on their websites and insert their logos and contact information into pre-packed outbound email campaigns. In order to maximize effectiveness, a system must be implemented that extends the reach of enterprise-class marketing by creating co-branded microsites that offers regularly scheduled marketing campaigns, list purchase, paid search, personalization, lead nurturing, scoring, and highly qualified lead generation for each solution provider. The potential ROI is exceptional. The platform must allow a vendor to set up a single, dedicated, master campaign and seamlessly syndicate their campaigns for hundreds or even thousands of partners. These master campaigns must be configured to deliver all aspects of throughpartner, multi-channel marketing programs for resellers, including the simple development and deployment of a co-branded partner marketing micro site, syndicated brand messaging, syndicated content and fully integrated email campaigns, paid search, list purchase, webcasting, presentations, and telemarketing and event management. Partner programs can be established to run a minimum of a monthly lead generation program that combines paid search and list purchase, automated lead tracking and nurturing, and the identification of sales ready leads. Most solution providers do not have sufficient staff to execute the lead generation and nurturing campaigns needed using current-generation methods, so a new generation of channel marketing is needed that allows channel marketers to enable their solution providers with more efficient planning and execution capabilities by implementing TPMA. Leveraging TPMA Demand Generation Software By leveraging TPMA software, channel marketers can create a single master campaign that resellers can then customize and syndicate to a highly segmented audience. TPMA is the next generation of channel marketing, and as a Software as a Service (SaaS) solution it employs a shared services model that minimizes the total outlay for campaign build, implementation, and licensing costs while providing a team of dedicated subject-matter experts to help design effective channel marketing campaigns. The Next Generation of Channel Marketing 2
Marketing Advocate Services & Support Client enablement to get your campaign up and running in days Expert services to execute and review your campaign performance Dedicated channel concierge to help increase qualified lead generation TPMA eliminates current marketing limitations and bottlenecks for solution providers and extends the reach of partner-directed campaigns by driving net new traffic. It relies heavily on metrics, and scores prospect interest at each stage of the buyer s journey so solution providers can develop more sales-ready leads. Unlike current generation channel marketing programs that are more personnel intensive, TPMA offers a cost-effective way to improve channel sales enablement. It provides partners with a proven methodology for effective pipeline management, helping solution providers to tighten sales cycles while improving close rates. TPMA builds on a continuous partner demand generation cycle with lead nurturing. For most solutions partners, this means for the first time they are able to automate lead nurturing instead of losing potential leads to competitors while simultaneously counting on marketing to replenish lead flow. Marketing becomes a more valued resource to the sales organization, because a constant focus on lead generation and lead nurturing allows sales professionals to better focus their time on closing business. TPMA provides measurable feedback to both channel marketers and solution providers on the effectiveness of your channel marketing programs, and this next generation channel marketing solution turns channel marketing into a revenue driver by increasing its attribution to your bottom line. Implementing Next Generation Channel Marketing In addition to our proven product, the team at Marketing Advocate also provides services and support, including client enablement so you can get your first campaign up and running in just days and client support to guarantee lead delivery. We provide expert services to review your campaign analysis, and reports are generated on a daily or weekly basis so channel marketers and solution providers can measure campaign effectiveness. A Marketing Advocate concierge guides each customer on the design, implementation, and measurement of each campaign, providing insights based on best practices so you can optimize campaign effectiveness. Interested in advancing leads through your sales funnel? Your Marketing Advocate concierge will point you to programs The Next Generation of Channel Marketing 3
like integrated, omni-channel campaigns, microsites, online forums, search remarketing, and teleprospecting and away from activities like banner ads or LinkedIn or YouTube campaigns. Want to build brand awareness? Our concierge will recommend you invest in programs like banner ads; blogging; social media campaigns on Facebook, Twitter, and LinkedIn; advertising, and email marketing. The next generation of channel marketing requires the ability to carefully map marketing goals and programs based on best practices so you can optimize results, and your Marketing Advocate concierge can serve as your SaaS marketer s guide to the digital landscape so you can allocate your resources wisely to achieve your marketing goals. Whether you need help prioritizing your marketing programs or in understanding best practices for crafting the subject lines of outbound emails, Marketing Advocate delivers a toolkit for generating demand via TPMA that can empower you to capitalize on the next generation of channel marketing to achieve your business goals. Successful TPMA software helps to develop quality demand generation, convert prospects, and speed the conversion velocity of leads. Through our SaaS-based marketing automation platform, Marketing Advocate generates pipeline and sales-ready opportunities for value-added resellers and accelerates revenue growth for OEMs. Marketing Advocate has been recognized as a company that is innovating sales and marketing techniques to help global IT providers go to market more effectively and can get you up and running in days with our proven Through- Partner Marketing Automation software solution. Learn more about how you can take advantage of the next generation of channel marketing by visiting us on the web at www.marketingadvocate.com. Connect with us on LinkedIn or follow the conversation on Twitter at #ForTheChannel. The Next Generation of Channel Marketing 4
Corporate Headquarters 1600 Falmouth Road Suite 17 Centerville, MA 02632 (508) 775.9064 +1 (855) 623-1356 www.marketingadvocate.com About Marketing Advocate Marketing Advocate accelerates revenue growth through the channel with our Through-Partner Marketing Automation (TPMA) software. The company s industry-leading TPMA solution drives effective B2B channel marketing for many of the world s largest brands, including HP, IBM, Microsoft, and NetApp. By maximizing lead efficiency, generating sales-ready leads, and building pipeline, Marketing Advocate helps global organizations turn channel marketing into a revenue driver. The company was recently recognized as a 2013 Gartner Cool Vendor and showcased as a corporation that is innovating sales and marketing techniques to help global IT providers go to market more effectively. For more information, visit www.marketingadvocate.com. Copyright 2013 Marketing Advocate. All rights reserved. The Next Generation of Channel Marketing 5