Five Critical Components: Building Successful B2B Demand Generation Plays for Channel Partners Presentation Name 1
Great Content (That s brief) Content is king. You ve heard that before, and with 91% of B2B marketers using content marketing 1, emperor works well too. This means your marketing s results will depend not only on the mediums and tactics you choose, but also on your choice of the best possible content. And, remember: Less is more. Really. People like bullet-pointed content. Your message? Keep it short, sharp and to the point and... they ll get it. Your demand generation plays should be doing one thing generating leads. Don t just re-hash your home page or latest white paper. Create a targeted message that aims to do one thing: generate a lead. (Hot Tip: Use less. Use your best.) This won t be the last time we ll say this, because online, it is critical: Less is more. You or your team spent at lot of time developing fantastic content for data sheets, white papers, technical briefs, videos and call scripts. So, leverage that investment effectively by working with a digital agency that can help you convert those efforts into leads. 1: Source: 2013 B2B Content Marketing Benchmarks, Budgets and Trends Content Marketing Institute Presentation Name 2
Proven email structure Multiple emails Never rely on one email message, in isolation. Ideally, structure your email content into a demand generation campaign that s Multi-Touch. (At the very least, add a reminder email to follow your launch email.) Best practice follows the rule of 3: deploy 3 emails, with each email s content related to a key point on your site. The rule of 3 also helps in structuring content around your buyers journeys. Based on the solution you re offering, determine your exact wording internally, with subject-matter experts and/or with assistance from your (agency) copywriter. A proven formula for content is to have your email and site content address how your solution demonstrates: Thought leadership Key technical and/or business benefits And, importantly, validated real-world performance Remember: Stagger the sending of these 3 emails to cover a six week period. Each email drives traffic into a different section or chapter of your site story. Presentation Name 3
Case Study Of leads came from Email 1 A large reseller launched a joint demand generation campaign co-branded with three large IT vendors using Elastic Grid. Following a Multi-Touch email structure increased the number of leads by over 100% (vs. launching just 1 edm). (Thought Leadership) Of leads came from Email 2 (Solutions & Benefits) 24% Of leads came from Email 3 (Validation) 49% Of leads came from Email 1 (Thought Leadership) 27% Of leads came from Email 2 (Solutions & Benefits) Presentation Name 4
One CTA (Hot Tip: Get the click AND make them care.) Your email and site content need to integrate all content elements to best effect giving the flow of your message a singular, identifiable theme: promoting one over-arching CTA. Email recipients and site visitors are time poor. They re not on a quest to work out what you do. Unfortunately, without a clear and present CTA, your message will get lost. The good news is that they clicked through! They re here, now, waiting for you to tell them, clearly and simply, how your solution can help their organization. Make the most of that moment and get them to take the next step. Presentation Name 5
Inbound marketing that works Reach people where they live Inbound marketing is a multi-step process designed to drive larger sales more regularly. It meshes well with the proven structure of email marketing, and benefits from a proven, intuitive lead-generation platform. One of the best ways to attract and maintain visitor interest is by interacting with them where they feel comfortable online and that means leveraging social media. You know that social media is more than a fad, and offers your business opportunities to grow its profitability. This means you recognize the value of inbound marketing. Successful inbound marketing: Converts customers into repeat, high-margin customers Enables process analysis for continuous improvement Converts visitors into leads Converts leads into customers Attracts visitors Presentation Name 6
Being social ain t easy With social media, it can be hard to keep your message consistent across marketing channels. At the same time, there s no easy way for you or your channel partners to measure the effectiveness of your inbound marketing strategies. At least, without a dedicated platform to spread the word and keep tabs on the results. With this in mind, Elastic Grid has developed Grid Social. This powerful platform takes the guesswork out of how to help partners drive visitors to their digital campaigns, by integrating professional messaging, built-in link generation and simple image support. Why Grid Social? Grid Social integrates with Facebook, Twitter, LinkedIn and Google+ to broadcast a consistent message to potential prospects. Not only does Grid Social give your partners an intuitive platform to access audiences across the most popular social media channels, it also tracks the responses to their inbound marketing efforts by reporting on the number of visitors driven to channel partner sites. This means that Grid Social is the one-stop shop for your inbound marketing with channel partners. Combined with in-site integration, Grid Social also allows visitors to share channel partners sites across their own Social Media networks. And nothing helps sales like peer validation and word-of-mouth.! Presentation Name 7
Partner-friendly platform for campaign launch Now you and your agency have created a masterpiece of a B2B Demand Generation campaign, the next thing you need is a great platform to help partners leverage it fully. So, make sure it s easy for your partners to find and use. Get it onto a platform that understands that partners are time-poor, may have no marketing resources, and even less marketing budget, but that they love your solution and want to find ways to sell more of it. Use a Demand Generation Platform that is: + Familiar Easy to use, Gets results Presentation Name 8
Don t have a platform already? We ve got one for you! Elastic Grid. Over 4300 partners are using it The Grid generates thousands of leads every week available in 20+ languages across 100+ countries In its first 3 years it has already generated a forecast revenue pipeline in excess of $1 Billion Presentation Name 9
Partner-friendly platform for campaign launch Grid Familiarity The Grid s popularity gives your partners the familiarity they crave to leverage your demand generation campaign quickly and easily. They know that Elastic Grid gets results, so they keep coming back for more. There are still thousands of partners who ve had no prior experience of Elastic Grid. That s where the secret sauce makes a noticeable difference. Each campaign builds on the others and creates more conversations that assist in moving business forward. In summary - I believe our business with this vendor is moving forward by 30% based on Grid campaigns. Partner Testimonials I really like this tool it is simple and easy to use. Thanks for all your help. I think it is a great tool and an awesome way to feed leads to the sales staff. It s interesting to see how many people really respond to the sites and how many click thrus we are getting. (Hot Tip: If it s great, get it onto the Grid.) Presentation Name 10
Support Team of Marketing Experts Great content Great structure + Great platform In The SiriusDecisions Guide to Fast Tracking Demand in B-to-B Channels, they recommend taking a concierge approach when engaging in demand creation programs with partners to gain better results and participation. Your campaign s ready for your partners to blast out, but do you have a team of marketing experts who can help them successfully execute? No? Then let us introduce the Elastic Grid Concierge Service. Presentation Name 11
Elastic Grid Concierge Service Partner Testimonials The concierge team binds your compelling content, proven structure and world-class demand generation platform to your partners letting them know that your play is ready to help them generate leads. Thank you all for working with us so quickly. Your turnaround times are great and we really don t have any major delays. I just want to make sure you know that we appreciate your excellent work Thanks so much for all of your help on this! It really was an easy productive campaign, and you made my job easy! Thanks for all your advice on helping to get more out of the campaign Presentation Name 12
Elastic Grid Concierge Service They inform, educate and encourage partners on the immediate lead generation capabilities of your Grid campaigns. And, the concierge team offer best practice guidance, based on years of professional marketing experience, to help partners leverage the Elastic Grid platform and your campaigns to optimize results, by: Providing portals and Best Practice Guides to educate your internal teams around digital marketing Training your sales staff to maximize their lead generating potential Working with your internal teams to execute and innovate specific marketing programs, and Guiding you through the Grid s real-time analytics and lead management reporting console Presentation Name 13
If your B2B Demand Generation would benefit from compelling content, proven structure and a world-class demand generation platform enthusiastically supported by the Elastic Grid Concierge Service please contact Elastic Grid. Presentation Name 14
elasticgrid.com Presentation Name 15