MARKETING RESOURCES Content Marketer s Blueprint Prepared for Cloud Backup Strategy Prepared By: IMR + Cloud Backup Contact Your Strategist: Max Traylor, mtraylor@imrcorp.com
Welcome Welcome to your Content Marketer s Blueprint. You have been kind enough to provide us with some information about who you are trying to attract and the sales process you use to nurture and convert those you attract into sales qualified opportunities. We took that information and created this blueprint for an automated sales engine based on the principle of a Brand Segmented Funnel, that will increase your return on marketing investment and the number of qualified sales opportunities for your company. This blueprint is a complete guide to attracting new business opportunities online and nurturing them to a point of sales engagement, using online content and HubSpot s marketing automation software. Each of the 6 sections of this blueprint represents a key step in your traditional sales process that can be implemented using purpose-built content and automated with technology, rather than a live salesperson. Each section contains educational information, case study examples and specific recommendations for your automated sales engine based on the information you provided, proprietary lead-generation best practices and some additional research. 2
Content Marketer s Blueprint Directory Got It Needs Work Need It Lead Qualification Automated Process Content Assets Answer Questions Establish Trust & Thought Leadership Introduce your positioning Premium Content (Top of Funnel) Address Common Questions Automated Emails with Supporting Content Provide product & service information Address Pushbacks Lead is ready for sales Brand Filter Offer (Middle of Funnel) Automated Emails with Selling Content Offer (Bottom of Funnel) Consultation Call 3
Process Discovery gathered during discovery call Triggers: What causes people to search for information online about your industry? A Trigger is an event or set of events that cause a buyer persona to identify a goal that they need to achieve. In the Cloud Backup industry, buyer personas are experiencing triggers like: explosive data growth causes long s staff spending too much time on s realize they need a cloud solution If a CIO of a medium-sized business experienced one of these triggers, they would set out to achieve a goal that relates to the trigger. In this case, the goals would be: reduce data window outsource data work find and evaluate a cloud solution, respectively Effective content marketing begins with an understanding of these triggers and the various questions a buyer persona will need to answer to accomplish their goals and see the marketer s solution as the preferred way to achieve their goal. On the following pages is a set of questions that your buyer persona would ask when confronted with each goal, helpful answers from a subject matter expert, and the products, services and best practices used by your company to help your customers achieve their goals. 4
Process Discovery: Topic #1 Reduce Data Backup Window What are prospects searching for? Need for information Solutions and industry best practices. 1. How do I reduce the time of my data window? 2. How do I reduce the volume of data I need to? 3. What happens if I don t meet my window? 4. What is the financial impact of not meeting my data window? 5. What is data deduplication? 6. What is the benefit of data deduplication? 1. Must reduce the volume of the data you are backing up. 2. Data de-duplication 3. You won t get the for that day! 4. If data is not backed up there is the financial liability of last data. 5. Enterprise data is highly redundant, identical files or data stored within the cost systems. Traditional methods store all redundant data over and over again. Global, source data de-duplication technology eliminates data redundancy by copying only the changed data and generates only a small amount of new data 6. By moving only unique data elements, data de-duplication technologies significantly reduce the required daily network bandwidth and storage. By storing just a single instance of each data segment, deduplication reduces total back-end storage by up to 50x for cost-effective, diskbased recovery. 5
Process Discovery: Topic #2 Outsource Data Backup What are prospects searching for? Need for information Solutions and industry best practices. 1. What are the cost benefits of outsourcing data s? 2. What are my options for outsourcing my process? 3. What is hybrid cloud 4. Financial benefits of cloud? 5. Minimize risk of downtime? 6. Fast Restores? 7. Backup Expertise 8. Manual and complex tape tasks? 1. Reducing costs in hardware, software, tech support, and footprint 2. Private, public or hybrid cloud. 3. An on-site appliance acts up data locally for wire-speed restores and replicates data offsite for disaster recovery. 4. Predictable cost for simpler budgeting. Charge for cloud service rather than capital cost of acquiring hardware, software licenses, maintenance which allows for simpler budgets and predictable monthly cost. 5. Cloud server solutions offer a single low-overhead solution that addresses the data protection workflow and reduces the risks and cost associated with each step. 6. Since cloud server services immediately move data off-site by backing it up to disk over the cloud, you can restore that data rapidly. Instead of waiting hours, cloud-based recovery enables you to restore your data in minutes, which is suitable for smaller file sets. 7. Cloud solutions offer better cost control with predictable pricing. The service provider bears the cost of scalable resources and updates technologies as disk-based evolves. The best cloud server services provide trusted, proven experience in protecting customer data in the cloud. These services give you peace of mind that your data is protected in secure data centers. 8. Set-it-and-go cloud solutions reliably and automatically offload these functions, freeing staff to work with a more direct impact on your business competitive advantage, productivity, and profitability. 6
Process Discovery: Topic #3 Find Cloud Backup Solution What are prospects searching for? Need for information Solutions and industry best practices. 1. How will a cloud service integrate with my current environment? 2. What should I look for in a cloud provider? 3. Regulatory Compliance? 4. Security? 5. Availability? 6. Encryption? 7. Single integrated solution? 8. Confidence that data can be restored and recovered? 1. Needs to be non-intrusive and run in parallel with current environment. 2. Trusted service provider track record with technical expertise, best-ofbred systems and world class SSAE 16 Data centers 3. SOC 2 Type II certification. This is an audited attestation of controls and procedures related to security, availability, processing integrity, and confidentiality/privacy. HIPAA and the Payment Card Industry (PCI) compliance 4. Top-tier cloud providers offer end-to-end 256-bit encryption -- but encryption is only as strong as the encryption key. 5. Availability and uptime are a function of a provider s investments in IT infrastructure data center(s). Customer data must be stored on redundant fault-tolerant grids and hosted at SSAE 16 Data centers engineered to guarantee 999.99% uptime 6. Data encryption modules are FIPS 140-2 certified by the US National Institute of Standards and Technology. Data is encrypted at the source before it leaves the company LAN, so you can be sure that all your data is secure as it travels over public networks and while it is stored in repositories. 7. A single integrated platform covers you against all data-loss scenarios in your environment. Whether you need to protect data on endpoint devices such as desktops, laptops, tablets and smartphones, or protect critical servers and enterprise applications in physical and virtual environments. 8. The goal of data protection is to have the data and applications available to you at the time of failure. Cloud includes powerful autonomic healing and validation restore capabilities ensure that your data is always recoverable when you need it 7
About 1 2 3 is the essential content marketing element that will drive information-seeking traffic to your site. Effective blogging means consistently posting at least two 500-600 word posts per week on keyword-optimized topics that relate to a problem that a buyer persona would be looking to solve the information they need to know. Following these principles on a single topic for an entire month something called the Blog Topic Blitz, is an essential implementation detail of the success of your marketing campaign. The Role of in the Automated Process meets the prospect at their need for information; they find your article after asking a question of Google. After helping the prospect and answering their questions in your blog, you will promote a premium content offer that will go into much greater detail about the given subject. The goal is to catch the potential prospect in the state of mind immediately after you ve answered their question and as painlessly as possible, get them to take that next step. TOOLBOX HubSpot Tool SocialEars Trend Analysis SocialEars Trigger and Tag Analysis SCOPE OF WORK m Create a blog calendar m Write 500-600 words of copy twice a week (every week) m Optimize & post your blog articles PERFORMANCE METRICS MEASURING PERFORMANCE Organic, Referral & Social Media Traffic CTA Click Through Rate New Leads Generated Quality of Lead Generated Leads marked as opportunities by sales. Opportunities converted to sales REVENUE! Screen shot from sample analytics report 8
: What s Trending 1 2 3 The Role and Trend in Creation Blog topics need to be informative, relevant and timely. A blog aims to answer questions posed by information seekers in a way that assists them in solving problems, buying products, enrolling in a school or hiring the right professionals. Blogs are your way to make that critical first impression with your audience. Social trend analysis provides real-time information to the blog writer about what is trending in their need-for-information trigger list. The SocialEars trend analysis system provides quick visual snapshots or trending blog topic triggers that can help make your blogs more attractive and valuable to information seekers who may choose to become our customers, enrolled students or donors. 9
Social activity in your topic space 1 2 3 What your competitors, analysts, and press are talking about The major content distribution channels are an excellent source of information about what s important right now in your topic space. SocialEars uses two metrics to measure and analyze conversations to provide recommendations that help you create content that is relevant and engaging. The first is the mentions of your topics in major social channels. Topics with high mention counts are those most commonly being discussed. You should consider using these topics in your blog posts to increase the likelihood that your content will be found by people having these conversations. The second is hashtags. Hashtags are unique words used in Twitter and Facebook to tag a topic. The table below shows the most common hashtags used in your topic space. You should consider using similar hashtags when you distribute your content so that searches by your prospects will reveal your content to your target audiences. 10
Your Blog Topics and Titles Recommendations Monthly Blog Calendar Topics Best practices that provide a solution to the problem. Month 1 blog titles to answer questions around: Reduce Data Backup Window 1 2 3 1. How to Reduce the Time Needed for a Data Backup 2. The #1 Way to Reduce the Size of Your Data Backup 3. How to Insure You Meet Your Backup Windows 4. 3 Problems With Missing Data Backup Windows 5. Balooning Backup Sizes Are a Key Problem with Enterprise Data Backups 6. What is Data Deduplication? 7. 3 Advantages of Data Deduplication 8. Backup Data Sizes are Out of Control. Here s How to Manage Yours Cloud Backup Month 2 blog titles to answer questions around: Outsource Data Backups 1. 5 Benefits of Outsourcing Data Backups 2. 3 Data Backup Solutions: Private, Public and Hybrid Clouds 3. What Exactly is a Hybrid Cloud Data Backup? 4. Five Ways to Minimize the Risk of Downtime 5. Four Benefits of Backing Up Data in the Cloud 6. How to Ensure Fast Restores of Lost Data 7. 3 Things to Look for in a Cloud Backup Solution 8. How to Use Data Backups as a Strategic Advantage Month 3 blog titles to answer questions around: Find And Evaluate A Cloud Backup Solution 1. How to Integrate a Cloud Backup Solution with Your Current System 2. 5 Things to Look for in a Cloud Data Backup Provider 3. What are the Compliance Requirements for Data Backup Providers? 4. What Level of Security Do You Need from a Cloud Backup Provider? 5. 100% Uptime is Not Wishful Thinking 6. How A Cloud Backup Provider Ensures Your Data is Secure 7. 3 Benefits of an Integrated Backup Solution 8. How to Be Confident that Lost Data Can Be Restored by your Backup Provider 11
#1 Develop Blog Content o o o Identify the Buyer Persona before publishing or writing a blog post, identify exactly which target prospect is going to be appealed to by that particular piece of content. This buyer persona is the desired audience for your post and should be the primary audience in mind as the content is being developed. Selecting a target buyer persona for each post is crucial to delivering valuable content and associated offers within the blog itself that ultimately influence a lead conversion. Deliver Best Practices/How to Solve that Problem upon identifying a buyer persona and their associated problem/need ensure that the content of the blog post addresses that need directly with valuable, helpful information related to the problem being investigated by a reader. Simplicity/Format use clear section titles and implement bullet points whenever possible. Simplicity in terms of format is crucial to maintaining reader interest and ultimately influencing a conversion. #2 Outfit for SEO o o o o o o o Blog Titles Include Keyword (Meta Title) the keyword(s) that each blog is attempting to rank for must be included in the title in some form, preferable within the first few words. Scheduling 2 posts per week, 8 posts a month. This is a proven formula that presents no risk in terms of overwhelming search engines with frequent, redundant posting that negatively effects ranking. Keyword Tags (3-5 max) tag the blog with up to 4 keywords that are associated with the content using the tagging tool. In-Text Keyword Usage use each keyword up to five times within the post itself, and highlight each keyword at least once by bolding or italicizing. Meta Keywords use the same keywords used in the tagging tool to populate the meta keywords field. Meta Description provide a succinct, value-added summary of the content that includes the primary keyword somewhere in the description. Links to Trending Resources (Keyword Mapping) include between 2 to 4 links back to helpful pages related to the content. The anchor text of the link (the text that is actually read and clicked-on) must be keyword targeted so that it can be meaningfully picked up by search engine. Avoid linking generic terms and focus on phrases or specific terms related to the issue being addressed by the content. #3 Optimize Blog for Conversion o o o Execution Checklist 1 2 3 Place CTA Aligned with Topic include a CTA for a piece of premium content that most properly aligns with the topic of the post. Include this CTA at the end of the post. Outfit with Images use at least one image that is tightly aligned with the content. Enable Social Sharing ensure that every post provides an opportunity to share the content via social networks and email. At the end of each post request readers to share the content. 12
About Premium Content Premium Content is a document or media piece that provides enough informational value to justify asking a user to fill out a contact form to gain access. Most common examples are: whitepapers, ebooks, webinars and video assets. The Role of Premium Content in the Automated Process Each blog article in a topical category will promote one piece of aligned premium content. When a prospective lead fills out the form to get access to your premium content, they become a registered lead in your contact database. We call these Top of the Funnel leads information qualified because they have identified themselves to you because of the value of the information provided in your premium content. As the lead consumes your content, you begin to establish trust and thought leadership. Each premium content piece will end with a next step offer (Middle of the Funnel) that contains your product or service information. This special Middle of the Funnel offer is called the Brand Filter Offer because it separates leads who are simply interested in general information that you blog about from leads who are specifically interested in your branded answer to the lead s question. TOOLBOX HubSpot Landing Page Tool HubSpot CTA Tool SCOPE OF WORK m Create a Call to Action Button m Create a Landing Page m Create an Automatic follow-up Email (Using Landing Page Tool) m Create a Thank You Page PERFORMANCE METRICS CTA Click through Rate MEASURING PERFORMANCE Landing Page New Contact Rate Quality of Leads Generated Screen shot from sample analytics report 13
MANAGING LEAD TRAFFIC: A CLEAR SYSTEM level. Lead management allows channel also includes partners the to ability register and protect and manage their direct sales force. But, while CRM Identify customers systems work and territories. well for direct sales, they lack some the process from lead generation to sales success at the partner level and at the channel manager s Integrate key lead functions management. for managing indirect sales, especially for reducing conflict in the channel. PRM systems level. Lead management also includes the ability Offer training, can: certification, and to authorize, approve, or redirect leads that are collaboration registered by competing partners so that the right tools Identify for dealers. customers and territories. Market Development partner Funds pursues (MDFs) each are lead. distributed A CRM system will not provide Integrate these lead functions. management. In by manufacturers to support their partners local addition, linking the two separate tools can enhance marketing activities. Typically, the goal of an MDF the effectiveness of each. Offer Combining training, information certification, and program is to generate demand and, therefore, from both a CRM system collaboration and PRM system tools can for dealers. leads. Incentives, on the other hand, typically focus Market Development Funds (MDFs) are distributed provide a company a more global view of its entire on results turning leads into sales. Both incentives A CRM system will not provide these functions. In by manufacturers to support their partners sales local channel, from dealer to customer, while and MDFs should be balanced and in alignment with addition, linking the two separate tools can enhance marketing activities. Typically, the goal of preserving an MDF the individual value that each system the overall sales objectives of the channel manager. the effectiveness of each. 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A PRM system can provide channel managers partners with into its sales and pricing strategies quickly. the metrics they need to intelligently distribute It needs a means to efficiently manage a two- or The latest web-based Partner Relationship A company looking to grow itself quickly through market development funds and plan incentive three-tiered pricing approach. Today that can t be Management (PRM) systems from software-as-aservice (SaaS) providers offer an excellent method management system. the development of a channel sales and distribution programs. done cost-effectively without a partner relationship system needs to be able to integrate new business to manage partners and territories, provide pricing partners into its sales and pricing strategies quickly. It needs a means to efficiently manage a two- or The latest web-based Partner Relationship Management (PRM) systems from software-as-aservice (SaaS) providers offer an excellent method to manage partners and territories, provide pricing PRM VS. CRM: THE RIGHT TOOL FOR THE JOB three-tiered pricing approach. Today that can t be MANAGING LEAD TRAFFIC: A CLEAR SYSTEM Management (PRM) systems from software-as-aservice (SaaS) providers offer an excellent method key functions for managing indirect sales, especially It needs a means to efficiently manage a two- or three-tiered pricing approach. Today that can t be MANAGING LEAD TRAFFIC: A CLEAR SYSTEM Management (PRM) systems from software-as-aservice (SaaS) providers offer an excellent method key functions for managing indirect sales, especially It needs a means to efficiently manage a two- or three-tiered pricing approach. Today that can t be Premium Content Recommendations Based on the blog article categories, here are titles for your premium content pieces that will convert traffic to leads in your contact database. 1. Premium content #1: The 2013 Guide to More Efficient Enterprise Data Backups 2. Premium content #2: The Comprehensive Guide to Outsourcing Data Backups 3. Premium content #3: The Guide to Choosing a Cloud Data Backup Provider Cloud Backup MONTH MONTH 1 MONTH BLOG 1 BLOG 1 BLOG CALENDARMONTH MONTH 2 MONTH BLOG 2 BLOG 2 BLOG CALENDARMONTH MONTH 3 MONTH BLOG 3 BLOG 3 BLOG CALENDAR Branded Offer 1 Branded Offer 2 Branded Offer 3 consistency, and maintain brand integrity, thus Without a way to delineate territories and accounts greatly reducing the channel conflict inherent in across the channel, a company s partners and its sales partner relationships. A well-designed PRM internal sales force will be competing in many maps the genome of the distribution channel. instances to sell the same products to the same Distribution channels can get complex over time: A consistency, and maintain brand integrity, thus customers. This drives profits down and increases group of independent partners becomes a territory Without a way to delineate territories and accounts greatly reducing the channel conflict inherent in frustration within the channel. A channel will eventually. Territories become regions. Management across the channel, a company s partners and its sales partner relationships. A well-designed PRM operate more smoothly and profitably when all of its teams form at each level of the growing internal sales force will be competing in many maps the genome of the distribution channel. members understand which accounts and territories organizational structure. A PRM system maps instances to sell the same products to the same Distribution channels can get complex over time: A belong to them. Partner relationship management functionality to this structure. PRM systems are customers. This drives profits down and increases group of independent partners becomes a territory software can provide the gates and fences to role-based. They track exactly who has just logged frustration within the channel. A channel will eventually. Territories become regions. Management assign and manage customers and territories. in; what role he or she plays in the organization; his operate more smoothly and profitably when or her all experience of its teams level; form and so at on, each and level then of maps the growing members understand which accounts and an territories environment of organizational support in each structure. of the four A PRM core system maps belong to them. Partner relationship management areas of support described functionality above to this based structure. on that PRM systems are One of the most important aspects of minimizing software can provide the gates and fences profile. to role-based. They track exactly who has just logged or avoiding channel conflict rests in a channel assign and manage customers and territories. in; what role he or she plays in the organization; his manager s ability to manage the entire sales process or her experience level; and so on, and then maps with partners. It includes deal registration, a system an environment of support in each of the four core Most modern companies use some type of customer allows channel partners to register and protect areas of support described above based on that new customers and One sales of the opportunities; most important and aspects lead of minimizing relationship management (CRM) system to automate profile. management, which or avoiding provides channel the tools conflict to manage rests in a channel and manage their direct sales force. But, while CRM the process from manager s lead generation ability to to sales manage success the entire sales systems process work well for direct sales, they lack some at the partner level with and partners. at the channel It includes manager s deal registration, a system Branded Offer 1 LEAD REGISTRATION AND FLOW MANAGING LEAD TRAFFIC: A CLEAR SYSTEM LEAD REGISTRATION AND FLOW PRM VS. CRM: THE RIGHT TOOL FOR THE JOB Without a way to delineate territories and accounts across the channel, a company s partners and its internal sales force will be competing in many instances to sell the same products to the same customers. This drives profits down and increases frustration within the channel. A channel will operate more smoothly and profitably when all of its members understand which accounts and territories belong to them. Partner relationship management software can provide the gates and fences to assign and manage customers and territories. MANAGING LEAD TRAFFIC: A CLEAR SYSTEM Without a way to delineate territories and accounts across the channel, a company s partners and its internal sales force will be competing in many instances to sell the same products to the same customers. This drives profits down and increases frustration within the channel. A channel will operate more smoothly and profitably when all of its members understand which accounts and territories belong to them. Partner relationship management software can provide the gates and fences to assign and manage customers and territories. LEAD REGISTRATION AND FLOW One of the most important aspects of minimizing or avoiding channel conflict rests in a channel manager s ability to manage the entire sales process with partners. It includes deal registration, a system allows channel partners to register and protect new customers and sales opportunities; and lead management, which provides the tools to manage the process from lead generation to sales success at the partner level and at the channel manager s level. Lead management also includes the ability LEAD REGISTRATION AND FLOW One of the most important aspects of minimizing or avoiding channel conflict rests in a channel manager s ability to manage the entire sales process with partners. It includes deal registration, a system consistency, and maintain brand integrity, thus greatly reducing the channel conflict inherent in sales partner relationships. A well-designed PRM maps the genome of the distribution channel. Distribution channels can get complex over time: A group of independent partners becomes a territory eventually. Territories become regions. Management teams form at each level of the growing organizational structure. A PRM system maps functionality to this structure. PRM systems are role-based. They track exactly who has just logged in; what role he or she plays in the organization; his or her experience level; and so on, and then maps an environment of support in each of the four core areas of support described above based on that profile. consistency, and maintain brand integrity, thus greatly reducing the channel conflict inherent in sales partner relationships. A well-designed PRM maps the genome of the distribution channel. Distribution channels can get complex over time: A group of independent partners becomes a territory eventually. Territories become regions. Management teams form at each level of the growing organizational structure. A PRM system maps functionality to this structure. PRM systems are role-based. They track exactly who has just logged in; what role he or she plays in the organization; his or her experience level; and so on, and then maps an environment of support in each of the four core areas of support described above based on that profile. PRM VS. CRM: THE RIGHT TOOL FOR THE JOB Most modern companies use some type of customer relationship management (CRM) system to automate and manage their direct sales force. But, while CRM systems work well for direct sales, they lack some Without a way to delineate territories and accounts across the channel, a company s partners and its internal sales force will be competing in many instances to sell the same products to the same customers. This drives profits down and increases frustration within the channel. A channel will operate more smoothly and profitably when all of its members understand which accounts and territories belong to them. Partner relationship management software can provide the gates and fences to assign and manage customers and territories. MANAGING LEAD TRAFFIC: A CLEAR SYSTEM Without a way to delineate territories and accounts across the channel, a company s partners and its internal sales force will be competing in many instances to sell the same products to the same customers. This drives profits down and increases frustration within the channel. A channel will operate more smoothly and profitably when all of its members understand which accounts and territories belong to them. Partner relationship management software can provide the gates and fences to assign and manage customers and territories. LEAD REGISTRATION AND FLOW One of the most important aspects of minimizing or avoiding channel conflict rests in a channel manager s ability to manage the entire sales process with partners. It includes deal registration, a system allows channel partners to register and protect new customers and sales opportunities; and lead management, which provides the tools to manage the process from lead generation to sales success at the partner level and at the channel manager s level. Lead management also includes the ability LEAD REGISTRATION AND FLOW One of the most important aspects of minimizing or avoiding channel conflict rests in a channel manager s ability to manage the entire sales process with partners. It includes deal registration, a system consistency, and maintain brand integrity, thus greatly reducing the channel conflict inherent in sales partner relationships. A well-designed PRM maps the genome of the distribution channel. Distribution channels can get complex over time: A group of independent partners becomes a territory eventually. Territories become regions. Management teams form at each level of the growing organizational structure. A PRM system maps functionality to this structure. PRM systems are role-based. They track exactly who has just logged in; what role he or she plays in the organization; his or her experience level; and so on, and then maps an environment of support in each of the four core areas of support described above based on that profile. Branded Offer 3 consistency, and maintain brand integrity, thus greatly reducing the channel conflict inherent in sales partner relationships. A well-designed PRM maps the genome of the distribution channel. Distribution channels can get complex over time: A group of independent partners becomes a territory eventually. Territories become regions. Management teams form at each level of the growing organizational structure. A PRM system maps functionality to this structure. PRM systems are role-based. They track exactly who has just logged in; what role he or she plays in the organization; his or her experience level; and so on, and then maps an environment of support in each of the four core areas of support described above based on that profile. PRM VS. CRM: THE RIGHT TOOL FOR THE JOB Most modern companies use some type of customer relationship management (CRM) system to automate and manage their direct sales force. But, while CRM systems work well for direct sales, they lack some key functions for managing indirect sales, especially for reducing conflict Most in modern the channel. companies PRM systems use some type of customer relationship management (CRM) system to automate to authorize, approve, new customers or redirect and leads sales that opportunities; are and can: lead registered by competing management, partners which so that provides the right the tools to manage partner pursues each lead. allows channel partners to register and protect new customers and sales opportunities; and lead management, which provides the tools to manage to authorize, approve, or redirect leads that are registered by competing partners so that the right partner pursues each lead. PRM VS. CRM: THE RIGHT TOOL FOR THE JOB for reducing conflict in the channel. PRM systems can: Most modern companies use some type of customer relationship management (CRM) system to automate allows channel partners to register and protect new customers and sales opportunities; and lead management, which provides the tools to manage to authorize, approve, or redirect leads that are registered by competing partners so that the right partner pursues each lead. PRM VS. CRM: THE RIGHT TOOL FOR THE JOB for reducing conflict in the channel. PRM systems can: Most modern companies use some type of customer relationship management (CRM) system to automate ALIGNING MARKET DEVELOPMENT FUND (MDF) AND INCENTIVE STRATEGIES The 2013 Guide to More Efficient Enterprise Data Backups ALIGNING MARKET DEVELOPMENT FUND (MDF) AND INCENTIVE STRATEGIES A PRM SOLUTION HELPS AVOID CONFLICT A PRM SOLUTION HELPS AVOID CONFLICT the process from lead generation to sales success at the partner level and at the channel manager s level. Lead management also includes the ability to authorize, approve, or redirect leads that are registered by competing partners so that the right partner pursues each lead. ALIGNING MARKET DEVELOPMENT FUND (MDF) AND INCENTIVE STRATEGIES Market Development Funds (MDFs) are distributed by manufacturers to support their partners local marketing activities. Typically, the goal of an MDF program is to generate demand and, therefore, leads. Incentives, on the other hand, typically focus on results turning leads into sales. Both incentives and MDFs should be balanced and in alignment with the overall sales objectives of the channel manager. A PRM system can provide channel managers with the metrics they need to intelligently distribute market development funds and plan incentive programs. ALIGNING MARKET DEVELOPMENT FUND (MDF) AND INCENTIVE STRATEGIES Market Development Funds (MDFs) are distributed by manufacturers to support their partners local marketing activities. Typically, the goal of an MDF program is to generate demand and, therefore, leads. Incentives, on the other hand, typically focus on results turning leads into sales. Both incentives and MDFs should be balanced and in alignment with the overall sales objectives of the channel manager. A PRM system can provide channel managers with the metrics they need to intelligently distribute market development funds and plan incentive programs. A PRM SOLUTION HELPS AVOID CONFLICT The latest web-based Partner Relationship Management (PRM) systems from software-as-aservice (SaaS) providers offer an excellent method to manage partners and territories, provide pricing A PRM SOLUTION HELPS AVOID CONFLICT The latest web-based Partner Relationship Identify customers and territories. and manage their direct sales force. But, while CRM systems work well for direct sales, they lack some key functions for managing indirect sales, especially for reducing conflict in the channel. PRM systems can: Integrate lead management. Offer training, certification, and collaboration tools for dealers. The Comprehensive Guide to Outsourcing Data Backups A CRM system will not provide these functions. In addition, linking the two separate tools can enhance the effectiveness of each. Combining information from both a CRM system and PRM system can provide a company a more global view of its entire sales channel, from dealer to customer, while preserving the individual value that each system provides. Identify customers and territories. Integrate lead management. Offer training, certification, and collaboration tools for dealers. A CRM system will not provide these functions. In addition, linking the two separate tools can enhance the effectiveness of each. Combining information from both a CRM system and PRM system can provide a company a more global view of its entire sales channel, from dealer to customer, while preserving the individual value that each system provides. A company looking to grow itself quickly through the development of a channel sales and distribution system needs to be able to integrate new business partners into its sales and pricing strategies quickly. It needs a means to efficiently manage a two- or three-tiered pricing approach. Today that can t be done cost-effectively without a partner relationship management system. A company looking to grow itself quickly through the development of a channel sales and distribution system needs to be able to integrate new business partners into its sales and pricing strategies quickly. the process from lead generation to sales success at the partner level and at the channel manager s level. Lead management also includes the ability to authorize, approve, or redirect leads that are registered by competing partners so that the right partner pursues each lead. ALIGNING MARKET DEVELOPMENT FUND (MDF) AND INCENTIVE STRATEGIES Market Development Funds (MDFs) are distributed by manufacturers to support their partners local marketing activities. Typically, the goal of an MDF program is to generate demand and, therefore, leads. Incentives, on the other hand, typically focus on results turning leads into sales. Both incentives and MDFs should be balanced and in alignment with the overall sales objectives of the channel manager. A PRM system can provide channel managers with the metrics they need to intelligently distribute market development funds and plan incentive programs. ALIGNING MARKET DEVELOPMENT FUND (MDF) AND INCENTIVE STRATEGIES Market Development Funds (MDFs) are distributed by manufacturers to support their partners local marketing activities. Typically, the goal of an MDF program is to generate demand and, therefore, leads. Incentives, on the other hand, typically focus on results turning leads into sales. Both incentives and MDFs should be balanced and in alignment with the overall sales objectives of the channel manager. A PRM system can provide channel managers with the metrics they need to intelligently distribute market development funds and plan incentive programs. A PRM SOLUTION HELPS AVOID CONFLICT The latest web-based Partner Relationship Management (PRM) systems from software-as-aservice (SaaS) providers offer an excellent method to manage partners and territories, provide pricing A PRM SOLUTION HELPS AVOID CONFLICT The latest web-based Partner Relationship Identify customers and territories. and manage their direct sales force. But, while CRM systems work well for direct sales, they lack some key functions for managing indirect sales, especially for reducing conflict in the channel. PRM systems can: Integrate lead management. Offer training, certification, and collaboration tools for dealers. The Guide to Choosing a Cloud Data Backup Provider A CRM system will not provide these functions. In addition, linking the two separate tools can enhance the effectiveness of each. Combining information from both a CRM system and PRM system can provide a company a more global view of its entire sales channel, from dealer to customer, while preserving the individual value that each system provides. Identify customers and territories. Integrate lead management. Offer training, certification, and collaboration tools for dealers. A CRM system will not provide these functions. In addition, linking the two separate tools can enhance the effectiveness of each. Combining information from both a CRM system and PRM system can provide a company a more global view of its entire sales channel, from dealer to customer, while preserving the individual value that each system provides. A company looking to grow itself quickly through the development of a channel sales and distribution system needs to be able to integrate new business partners into its sales and pricing strategies quickly. It needs a means to efficiently manage a two- or three-tiered pricing approach. Today that can t be done cost-effectively without a partner relationship management system. A company looking to grow itself quickly through the development of a channel sales and distribution system needs to be able to integrate new business partners into its sales and pricing strategies quickly. done cost-effectively without a partner relationship management system. to manage partners and territories, provide pricing done cost-effectively without a partner relationship management system. to manage partners and territories, provide pricing done cost-effectively without a partner relationship management system. 14
Execution The following is a basic template for creating a top-of-the-funnel () offer white paper (or e-book or guide). This template should be viewed as a starting point for thinking about the structure of your 2,000-3,000 word whitepaper. The four step approach below will ensure that the need for helpful information is met, establishing trust and thought leadership, before your positioning is introduced to the lead. Finally, the reader is given a clear next step to learn more about your positioning and brand, a middle of the funnel offer. Suggested white paper outline 1. Establish trust by demonstrating you understand the reader and his/her problems Who might be reading this paper? What characteristics do all the readers have in common (industry, position, geographic location, etc.)? What problems are the readers experiencing that would lead them to seek out the information in this paper? What (if anything) are they currently doing to solve that problem? Why has that approach been unsatisfactory? What are the risks of not solving this problem/continuing to use an unsatisfactory solution? 2. Drawing from your experience and expertise, discuss the alternatives available in your industry for solving the reader s problem Is there anything the reader can do on his/her own to solve his/her problem? (Without investing in a professional solution.) Are there any drawbacks to this do-it-yourself approach? What are they? What professional solutions (other than your own) are available for solving the readers problem? What are the benefits of each one? What are the drawbacks? What do industry experts have to say about each one? 3. Introduce the specific approach you recommend for solving that problem, and why How would you summarize your recommended solution? How does it work? Why is the solution you recommend better than a do-it-yourself solution or other alternatives? What are some reasons readers might be skeptical about your solution and how would you respond to that? How should a reader differentiate between the different businesses that provide this solution (if there is more than one)? 4. Introduce the next step (down-funnel offer) Briefly (very briefly), how does your business provide the recommended solution you discussed in the previous section? What can the readers do to learn more about how your business will solve their problems? (This is where you put a call to action to download a middle-of-the-funnel Brand Filter Offer.) 15
About Lead Nurturing When a lead gets stuck in the top of the automated sales funnel, at the information qualified stage, they most likely have some questions that have not yet been answered. Without answers to those questions, the lead is not ready to accept your Brand Filter Offer and progress to the bottom half of your funnel. The method for reaching out to your information qualified leads to answer those remaining questions is an automated set of emails. We call it a workflow, you may know it as a drip campaign. The Role of Automated Emails at the Top of the Funnel Your top of the funnel workflow emails must be designed to answer the common questions that come up in your sales process. Once you adequately answer the questions, the information qualified prospect will be more likely to consume information about your product or service through your Brand Filter Offer, and move into the bottom half of your automated sales process. Prerequisites: You must have already created a middle of the funnel offer landing page. TOOLBOX HubSpot Email Tool HubSpot Workflow Tool HubSpot Smart Lists SCOPE OF WORK m Create an automated email for each supporting content offer in your strategy m Create a workflow m Make sure to suppress any down-funnel lead lists you may have created PERFORMANCE METRICS MEASURING PERFORMANCE Overall Rate ( ) Email Open Rate Email Click Through Rate Screen shot from sample analytics report 16
Lead Nurturing Recommendation Create a supporting content offer that addresses the common questions a prospect may have at this stage in the sales process Common questions that come up early and often in Cloud Backup s sales process include: What is your track record? What platform are you using? How much does it cost? These common questions aim to validate the credibility and viability of Cloud Backup s products and services. These questions can be answered by Cloud Backup over time by delivering helpful emails that promote relative content. After these questions are answered using targeted blog articles or other content assets, the prospect will be much more likely to consume information about Cloud Backup products and services. This process of lead nurturing ensures that Leads will identify themselves to Cloud Backup without feeling pressured. (The Middle of the Funnel Offer) Cloud Backup Email 1 Email addressing the question: What is your track record? Email 2 Email addressing the question: What platform are you using? Email 3 Email addressing the question: How much does it cost? 17
Management (PRM) systems from software-as-aservice (SaaS) providers offer an excellent method to manage partners and territories, provide pricing three-tiered pricing approach. Today that can t be done cost-effectively without a partner relationship management system. Cloud Backup Lead Nurturing Execution START User downloads a premium content document. MANAGING LEAD TRAFFIC: A CLEAR SYSTEM consistency, and maintain brand integrity, thus Without a way to delineate territories and accounts greatly reducing the channel conflict inherent in across the channel, a company s partners and its sales partner relationships. A well-designed PRM internal sales force will be competing in many maps the genome of the distribution channel. instances to sell the same products to the same Distribution channels can get complex over time: A consistency, and maintain brand integrity, thus customers. This drives profits down and increases group of independent partners becomes a territory Without a way to delineate territories and accounts greatly reducing the channel conflict inherent in frustration within the channel. A channel will eventually. Territories become regions. Management across the channel, a company s partners and its sales partner relationships. A well-designed PRM operate more smoothly and profitably when all of its teams form at each level of the growing internal sales force will be competing in many maps the genome of the distribution channel. members understand which accounts and territories organizational structure. A PRM system maps instances to sell the same products to the same Distribution channels can get complex over time: A belong to them. Partner relationship management functionality to this structure. PRM systems are customers. This drives profits down and increases group of independent partners becomes a territory software can provide the gates and fences to role-based. They track exactly who has just logged frustration within the channel. A channel will eventually. Territories become regions. Management assign and manage customers and territories. in; what role he or she plays in the organization; his operate more smoothly and profitably when or her all experience of its teams level; form and so at on, each and level then of maps the growing members understand which accounts and an territories environment of organizational support in each structure. of the four A PRM core system maps belong to them. Partner relationship management areas of support described functionality above to this based structure. on that PRM systems are One of the most important aspects of minimizing software can provide the gates and fences profile. to role-based. They track exactly who has just logged or avoiding channel conflict rests in a channel assign and manage customers and territories. in; what role he or she plays in the organization; his manager s ability to manage the entire sales process or her experience level; and so on, and then maps with partners. It includes deal registration, a system an environment of support in each of the four core Most modern companies use some type of customer allows channel partners to register and protect areas of support described above based on that One of the most important aspects of minimizing relationship management (CRM) system to automate new customers and sales opportunities; and lead profile. or avoiding channel conflict rests in a channel and manage their direct sales force. But, while CRM management, which provides the tools to manage manager s ability to manage the entire sales systems process work well for direct sales, they lack some the process from lead generation to sales success with partners. It includes deal registration, key a system functions for managing indirect sales, especially at the partner level and at the channel manager s Most modern companies use some type of customer allows channel partners to register and protect for reducing conflict in the channel. PRM systems level. Lead management also includes the ability relationship management (CRM) system to automate new customers and sales opportunities; and can: to authorize, approve, or redirect leads that are lead and manage their direct sales force. But, while CRM registered by competing management, partners which so that provides the right the tools to manage Identify customers systems work and territories. well for direct sales, they lack some partner pursues each the process lead. from lead generation to sales success key functions for managing indirect sales, especially at the partner level and at the channel manager s Integrate lead management. for reducing conflict in the channel. PRM systems level. Lead management also includes the ability Offer training, can: certification, and to authorize, approve, or redirect leads that are collaboration registered by competing partners so that the right tools Identify for dealers. customers and territories. Market Development partner Funds pursues (MDFs) each are lead. distributed A CRM system will not provide Integrate these lead functions. by manufacturers to support their partners local management. In addition, linking the two separate tools can enhance marketing activities. Typically, the goal of an MDF the effectiveness of each. Offer Combining training, information certification, and program is to generate demand and, therefore, from both a CRM system collaboration and PRM system tools can for dealers. leads. Incentives, on the other hand, typically focus on results turning Market leads Development into sales. Both Funds incentives (MDFs) are distributed provide a company a more global view of its entire A CRM system will not provide these functions. In and MDFs should by be manufacturers balanced and in to alignment support their with partners sales local channel, from dealer to customer, while addition, linking the two separate tools can enhance the overall sales objectives marketing of activities. the channel Typically, manager. the goal of preserving an MDF the individual value that each system the effectiveness of each. Combining information A PRM system can program provide is channel to generate managers demand with and, therefore, provides. from both a CRM system and PRM system can the metrics they need leads. to Incentives, intelligently on distribute the other hand, typically focus provide a company a more global view of its entire market development on results funds and turning plan incentive leads into sales. Both A incentives company looking to grow itself quickly through sales channel, from dealer to customer, while programs. and MDFs should be balanced and in alignment the development with of a channel sales and distribution preserving the individual value that each system the overall sales objectives of the channel system manager. needs to be able to integrate new business provides. A PRM system can provide channel managers partners with into its sales and pricing strategies quickly. the metrics they need to intelligently distribute It needs a means to efficiently manage a two- or The latest web-based Partner Relationship A company looking to grow itself quickly through market development funds and plan incentive three-tiered pricing approach. Today that can t be Management (PRM) systems from software-as-aservice (SaaS) providers offer an excellent method management system. the development of a channel sales and distribution programs. done cost-effectively without a partner relationship system needs to be able to integrate new business to manage partners and territories, provide pricing partners into its sales and pricing strategies quickly. The latest web-based Partner Relationship LEAD REGISTRATION AND FLOW MANAGING LEAD TRAFFIC: A CLEAR SYSTEM LEAD REGISTRATION AND FLOW ALIGNING MARKET DEVELOPMENT FUND (MDF) AND INCENTIVE STRATEGIES ALIGNING MARKET DEVELOPMENT FUND (MDF) AND INCENTIVE STRATEGIES A PRM SOLUTION HELPS AVOID CONFLICT A PRM SOLUTION HELPS AVOID CONFLICT PRM VS. CRM: THE RIGHT TOOL FOR THE JOB The 2013 Guide to More Efficient Enterprise Data Backups PRM VS. CRM: THE RIGHT TOOL FOR THE JOB It needs a means to efficiently manage a two- or 2 Days Email 1 Email 2 Email 3 Email 1 5 Days Email 2 5 Days ADVANCE User takes action on offer and moves down the funnel. STUCK User takes NO action on a or offer and becomes stuck. 18
Middle of The Funnel Offers A offer is a critical point in the automated sales process. This offer should be centered around your product or service, rather than only providing valuable industry information. When a lead takes action on an offer that is all about you, you know that they are ready to consume product specific information that would be considered salesy if presented earlier in the sales process. The Role of the Middle of the Funnel Offer All of your leads should be directed towards your offer. This creates a filter in your sales process that we call the Brand Filter Offer. Leads that move through the filter can be considered and are ready to consume information about specific objections they may have about your branded offering. Leads at this stage should be communicated to and nurtured differently, as they are clearly interested in your offering, rather than the information you provide. TOOLBOX HubSpot Landing Page Tool HubSpot Call To Action Tool HubSpot Smart Lists SCOPE OF WORK m Create a Call to Action Button m Create a Landing Page m Create an Automatic follow-up Email (Using Landing Page Tool) m Create a Thank You Page m Create a list called Leads PERFORMANCE METRICS CTA Click through Rate MEASURING PERFORMANCE Landing Page Submission rate. Quality of Leads Generated Screen shot from sample analytics report 19
Your Middle of the Funnel Offer Recommendation Here is your middle of the funnel offer that will function as a filter for marketing qualified leads. Cloud Backup Solutions Tour Cloud Backup s middle of the funnel offer will serve as a brand filter. All prospects that download a top of the funnel content asset will be exposed to this filter so that they have a chance to identify themselves as interested in working with Cloud Backup, a significant qualification in the automated sales process. Once a lead chooses to consume this information, we can identify them as a Lead, a lead that is ready for product and service specific nurturing. Cloud Backup Leads Middle of the Funnel Offer Leads 20
Middle of the Funnel Execution How to create a basic brochure At the middle of the funnel, the prospect has made an important decision; he has settled on which solution among the many alternatives available to him will be the best solution for his particular problem. At this level in the funnel, the prospect s need for information shifts. Convinced of a solution, he is now in search of a solution provider. Branded, but still educational The role of the middle-of-the-funnel offer is to educate its readers about how, specifically, your company/brand will solve their problems. It should give them a taste of what the experience of working with you will be like, preparing them for a more direct interaction with sales at the bottom of the funnel. The offer is an important differentiator in the automated sales funnel; it separates those who are strictly in search of information from those who are seriously considering making a purchase. For this reason, it s called the Brand Filter Offer. That does not mean, however, that it should be written like an advertisement. This content is branded but still educational. Think of the Brand Filter Offer as a factual document, providing the readers with evidence about how your client s business is best suited to solve their problems. Suggested white paper outline 1. Establish trust by showing readers you understand their problems and are prepared to solve them. (This section might, in part, repeat some of the information that was included in the whitepaper, but from a more branded perspective.) a. What businesses or type of individual does your business typically work with? What are their common characteristics? b. What problems or challenges are these people or businesses facing that your business can help them with? c. How successful has your business been at helping its clients or customers solve these problems? How can you demonstrate that success? 2. List services a. What discrete services does your business provide, or what products does it sell? b. Describe each one. How can they help customers/clients solve their problems? c. Are these services or products unique offerings in your industry, and if so, unique in what way? 3. Describe the relationship a. Does your business help clients or customers choose the services or products (from the list above) they need? If so, how does it go about doing that? b. Does your business advocate a particular philosophy or holistic approach to solving its clients or customers problems? What is it and how is it reflected in your relationship with customers or clients? c. After a customer or client has signed on with your business, how will the relationship proceed? What should they expect? 4. Introduce the next step a. If readers are interested in working with your business, or at least learning more about it, what next step should they take? b. What will the prospect s first contact with your business be like? What value will they derive from it? 21
About Lead Nurturing When a lead gets stuck at the Lead stage, they most likely have some pushbacks or objections about your specific, branded solution that have not yet been addressed. Again, the method for reaching out to your MQLs to address the common pushbacks in your sales process is with automated emails. We call it a workflow, you may know it as a drip campaign. The Role of Automated Emails at the Middle of the Funnel Your emails must be designed to address the common pushbacks or objections to working with you or purchasing your products. These pushbacks usually come up later in your sales process. Once you address these objections, the lead will be more likely to take action on an offer to engage with sales and become a Lead. Prerequisites: You must have already created a bottom of the funnel offer landing page. TOOLBOX HubSpot Email Tool HubSpot Workflow Tool HubSpot Smart Lists SCOPE OF WORK m Create an automated email for each selling content offer in your strategy m Create a workflow m Make sure to un-enroll leads from up-funnel workflows () when your workflow is activated m Make sure to suppress any down-funnel lead lists you may have created PERFORMANCE METRICS MEASURING PERFORMANCE Overall Rate ( - ) Email Open Rate Email Click Through Rate Screen shot from sample analytics report 22
Your Lead Nurturing Recommendation How will you reach out to marketing qualified leads and address their common pushbacks? Once a Lead consumes brand specific information, the middle of the funnel offer, we can promote the bottom of the funnel offers that will result in a call with sales. MQLs that do not take one of these offers immediately could have some of the same pushbacks that are common late in Cloud Backup s traditional sales process. Pushbacks like: Your service costs too much Your company is too small I don t need your system Cloud Backup These pushbacks need to be addressed with targeted content, again delivered via automated email messaging. Cloud Backup s testimonials and case studies should be promoted via email to Leads to overcome these pushbacks and nurture them to a point of sale at the bottom of the funnel. Email 1 Email addressing the pushback: Your service costs too much Email 2 Email addressing the pushback: Your company is too small Email 3 Email addressing the pushback: I don t need your system 23
service (SaaS) providers offer an excellent method to manage partners and territories, provide pricing three-tiered pricing approach. Today that can t be done cost-effectively without a partner relationship management system. Cloud Backup Your Lead Nurturing Execution START User downloads a premium content document. MANAGING LEAD TRAFFIC: A CLEAR SYSTEM consistency, and maintain brand integrity, thus Without a way to delineate territories and accounts greatly reducing the channel conflict inherent in across the channel, a company s partners and its sales partner relationships. A well-designed PRM internal sales force will be competing in many maps the genome of the distribution channel. instances to sell the same products to the same Distribution channels can get complex over time: A consistency, and maintain brand integrity, thus customers. This drives profits down and increases group of independent partners becomes a territory Without a way to delineate territories and accounts greatly reducing the channel conflict inherent in frustration within the channel. A channel will eventually. Territories become regions. Management across the channel, a company s partners and its sales partner relationships. A well-designed PRM operate more smoothly and profitably when all of its teams form at each level of the growing internal sales force will be competing in many maps the genome of the distribution channel. members understand which accounts and territories organizational structure. A PRM system maps instances to sell the same products to the same Distribution channels can get complex over time: A belong to them. Partner relationship management functionality to this structure. PRM systems are customers. This drives profits down and increases group of independent partners becomes a territory software can provide the gates and fences to role-based. They track exactly who has just logged frustration within the channel. A channel will eventually. Territories become regions. Management assign and manage customers and territories. in; what role he or she plays in the organization; his operate more smoothly and profitably when or her all experience of its teams level; form and so at on, each and level then of maps the growing members understand which accounts and an territories environment of organizational support in each structure. of the four A PRM core system maps belong to them. Partner relationship management areas of support described functionality above to this based structure. on that PRM systems are One of the most important aspects of minimizing software can provide the gates and fences profile. to role-based. They track exactly who has just logged or avoiding channel conflict rests in a channel assign and manage customers and territories. in; what role he or she plays in the organization; his manager s ability to manage the entire sales process or her experience level; and so on, and then maps with partners. It includes deal registration, a system an environment of support in each of the four core Most modern companies use some type of customer allows channel partners to register and protect areas of support described above based on that One of the most important aspects of minimizing relationship management (CRM) system to automate new customers and sales opportunities; and lead profile. or avoiding channel conflict rests in a channel and manage their direct sales force. But, while CRM management, which provides the tools to manage manager s ability to manage the entire sales systems process work well for direct sales, they lack some the process from lead generation to sales success with partners. It includes deal registration, key a system functions for managing indirect sales, especially at the partner level and at the channel manager s Most modern companies use some type of customer allows channel partners to register and protect for reducing conflict in the channel. PRM systems level. Lead management also includes the ability relationship management (CRM) system to automate new customers and sales opportunities; and can: to authorize, approve, or redirect leads that are lead and manage their direct sales force. But, while CRM registered by competing management, partners which so that provides the right the tools to manage Identify customers systems work and territories. well for direct sales, they lack some partner pursues each the process lead. from lead generation to sales success key functions for managing indirect sales, especially at the partner level and at the channel manager s Integrate lead management. for reducing conflict in the channel. PRM systems level. Lead management also includes the ability Offer training, can: certification, and to authorize, approve, or redirect leads that are collaboration registered by competing partners so that the right tools Identify for dealers. customers and territories. Market Development partner Funds pursues (MDFs) each are lead. distributed A CRM system will not provide Integrate these lead functions. management. In by manufacturers to support their partners local addition, linking the two separate tools can enhance marketing activities. Typically, the goal of an MDF the effectiveness of each. Offer Combining training, information certification, and program is to generate demand and, therefore, from both a CRM system collaboration and PRM system tools can for dealers. leads. Incentives, on the other hand, typically focus on results turning Market leads Development into sales. Both Funds incentives (MDFs) are distributed provide a company a more global view of its entire A CRM system will not provide these functions. In and MDFs should by be manufacturers balanced and in to alignment support their with partners sales local channel, from dealer to customer, while addition, linking the two separate tools can enhance the overall sales objectives marketing of activities. the channel Typically, manager. the goal of preserving an MDF the individual value that each system the effectiveness of each. Combining information A PRM system can program provide is channel to generate managers demand with and, therefore, provides. from both a CRM system and PRM system can the metrics they need leads. to Incentives, intelligently on distribute the other hand, typically focus provide a company a more global view of its entire market development on results funds and turning plan incentive leads into sales. Both A incentives company looking to grow itself quickly through sales channel, from dealer to customer, while programs. and MDFs should be balanced and in alignment the development with of a channel sales and distribution preserving the individual value that each system the overall sales objectives of the channel system manager. needs to be able to integrate new business provides. A PRM system can provide channel managers partners with into its sales and pricing strategies quickly. the metrics they need to intelligently distribute It needs a means to efficiently manage a two- or The latest web-based Partner Relationship A company looking to grow itself quickly through market development funds and plan incentive three-tiered pricing approach. Today that can t be Management (PRM) systems from software-as-aservice (SaaS) providers offer an excellent method management system. the development of a channel sales and distribution programs. done cost-effectively without a partner relationship system needs to be able to integrate new business to manage partners and territories, provide pricing partners into its sales and pricing strategies quickly. It needs a means to efficiently manage a two- or The latest web-based Partner Relationship Management (PRM) systems from software-as-a- Branded Offer 1 LEAD REGISTRATION AND FLOW MANAGING LEAD TRAFFIC: A CLEAR SYSTEM LEAD REGISTRATION AND FLOW ALIGNING MARKET DEVELOPMENT FUND (MDF) AND INCENTIVE STRATEGIES ALIGNING MARKET DEVELOPMENT FUND (MDF) AND INCENTIVE STRATEGIES Cloud Backup Solutions Tour A PRM SOLUTION HELPS AVOID CONFLICT A PRM SOLUTION HELPS AVOID CONFLICT PRM VS. CRM: THE RIGHT TOOL FOR THE JOB PRM VS. CRM: THE RIGHT TOOL FOR THE JOB 2 Days Email 1 Email 2 Email 3 Email 1 5 Days Email 2 5 Days ADVANCE User takes action on offer and moves down the funnel. STUCK User takes NO action on a offer and becomes stuck. 24
About Offers A bottom-of-the-funnel offer is designed to provide value to leads who are considering purchasing your product or service. Leads at this stage will be ready to interact directly with a member of sales, so it is important that the offer results in a phone call or email follow up between your sales department and the lead. The role of the bottom of the funnel offer This is the end of the automated sales process. When a lead takes action at the bottom of the funnel it means that they are sales qualified and they should be passed over to your sales department to be converted into a customer. TOOLBOX HubSpot Landing Page Tool HubSpot CTA Tool HubSpot Smart Lists SCOPE OF WORK m Create a Call to Action Button m Create a Landing Page m Create an Automatic follow-up Email (Using Landing Page Tool) m Create a Thank You Page m Create a list called Leads PERFORMANCE METRICS MEASURING PERFORMANCE Organic, Referral & Social Media Traffic CTA Click Through Rate New Leads Generated Quality of Lead Generated Screen shot from sample analytics report 25
Your Recommendations (resulting in a sales call) Here is your bottom of the funnel offer that will identify leads that are ready to be contacted by our sales team Free Consultation Cloud Backup should have a bottom of the funnel offer that allows prospects to request a free consultation. These free consultations typically perform well with a lead who is interested, but wants to speak directly to a team member to verify that it is right for them. In order to increase the number of sales qualified leads with this offer, Cloud Backup will need to demonstrate more value and set expectations for this offer. The landing page should communicate: who will find value in the free consultation, what they will learn and the value of that knowledge, and what they can expect in terms of amount of personal communication. By communicating more value and better setting expectations, Cloud Backup can increase the conversion rate of this bottom of the funnel offer. Cloud Backup Project Assessment & Roadmap Some sales qualified leads will need to see a much higher level of value in order to take action at the bottom of the funnel. This offer is designed to increase value for the sales qualified lead with a deliverable, a roadmap for success. When Cloud Backup invests the time to produce such a valuable educational document, which includes scope of work, timeline, roadmap, and more. With an offer like this, more leads will identify themselves as sales ready, and Cloud Backup will build trust and thought leadership during the 1st interaction with sales. Leads Bottom of the Funnel Offer Leads 26
Execution The handoff of a Lead from your marketing automation system to your sales team is the most important piece of your content marketing strategy. Without revenue, your content marketing engine isn t delivering the value it s capable of. The role of your sales team will change. As consumers turn to the internet for information that will influence buying decisions, and experience engagement through your content marketing engine, the role of your sales team will evolve. The Lead has already explored your brand, already received answers to pushbacks and has established trust sufficient to reach out to request contact with sales. should respond to a Lead in the context that the lead is ready to discuss receiving the promised value of doing business with your company. Therefore, when first contacting your sales qualified leads, follow this recommended sales process. 1. Validate Readiness Do they have questions? Do they not understand how your products/services can help them? Were you not able to contact them at all? These are symptoms that the sales qualified lead is not actually ready for a sale. Luckily, your sales team is now armed with killer content to address any questions they might have about your positioning. If they are not ready for your bottom of the funnel offer, your sales team must mark them as information qualified or marketing qualified. 2. Upgrade the lead to an opportunity If the lead is educated, and actively considering your products and services, your sales team must mark them as an opportunity. At this point, the lead is truly ready to consume your bottom of the funnel offer, which will result in a proposal for products or services. Your sales team should be judged by the conversion rate of opportunities to customers. 3. Track the revenue back to the source (closed loop analytics) Successful implementation of the Content Marketer s Blueprint will result in an opportunity for your company to benefit from closed loop analytics, meaning that all revenue generated through this measurable process can be attributed to a specific marketing activity. Revealing the true value of your various marketing investments will drive SMARTER future investments, and faster growth of your business. 27
MARKETING RESOURCES www.imrcorp.com Brand Segmented Funnel, Staircase Opportunity Curve, Brand Filter Offer, Blog Topic Blitz, Tripleshot CTA, Content Marketer s Blueprint are all trademarks of Innovative Resources, LLC. All other marks are the property of their respective owners. This Content Marketer s Blueprint is 2013, Innovative Resources, LLC, all rights reserved and the use of this unique Content Marketer s Blueprint content is granted only to Cloud Backup and is subject to licensing restrictions.