designing & executing channel marketing campaigns for smb partners

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Designing & Executing Channel Marketing Campaigns for SMB Partners

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eCoast & SiriusDecisions - Designing MDF programs for SMB Channel Partners-How leading vendors setup & manage channel marketing programs -What partners want in a vendor focused campaign -The critical factors in building a partner marketing portal -Which types of campaigns are most effective in generating pipeline

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Page 1: Designing & Executing Channel Marketing Campaigns for SMB Partners

Designing & Executing Channel MarketingCampaigns for SMB Partners

Page 2: Designing & Executing Channel Marketing Campaigns for SMB Partners

© 2010 eCoast. All rights reserved.www.ecoastsales.com

eCoast

Will Gibney, VP Sales and Marketing

Demand generation offerings designedspecifically for the channel community.

Built relationships with leading channelorganizations such as Cisco, HP, Avaya,Juniper, IBM, Microsoft, Brocade.

eCoast executes over 200 channelcampaigns per month on behalf ofmanufacturers.

Page 3: Designing & Executing Channel Marketing Campaigns for SMB Partners

© 2010 eCoast. All rights reserved.www.ecoastsales.com

SiriusDecisions Guest:

Laz Gonzalez, Research Director

Served in key leadership and channel rolesat Lotus/IBM, Baan and Viewpoint

Extensive international experienceimplementing channel-driven sales programs

Service Director for Channel ManagementStrategies at SiriusDecisions

Page 4: Designing & Executing Channel Marketing Campaigns for SMB Partners

Housekeeping

Go-to-market and create demand for the SMB via theChannel

How leading vendors setup & manage channel marketingprograms

What partners want in a vendor focused campaign

The critical factors in building a partner marketing portal

Which types of campaigns are most effective in generatingpipeline

How to track pipeline and estimate ROI

AgendaAgenda

Page 5: Designing & Executing Channel Marketing Campaigns for SMB Partners

Partner Led Marketing Investment

% of Channel Marketing Budget Spend byDeployment Type*

$100MM-$1B

$1B-$5B

$5B-$10B

$10B-$20B

57%

50%

35%

40%

35%

40%

54%

45%

Company SizeBy Revenue

Partner-to-Customer

Supplier-to-Partner

Page 6: Designing & Executing Channel Marketing Campaigns for SMB Partners

Marketing Thru Partners: Filling Partner Marketing Gaps

Suppliers are investing portal developments to helppartners deliver co-branded campaign content

Sirius Perspective: The larger the partner population the greater theneed to leverage digital tools and third parties to generate demand

Leading Suppliers offer partners prescriptivecontent tools they can customize to execute

Companies with large numbers of partners (1000+) develop in one-to-many,high touch programs that partners can execute using supplier incentives

Page 7: Designing & Executing Channel Marketing Campaigns for SMB Partners

© 2010 eCoast. All rights reserved.www.ecoastsales.com

Ready-to-Go Marketing Tools Are On The Rise

SiriusDecisions survey data indicates 35-54% of channel marketing budgets arebeing invested in programs, tools and infrastructure to allow partners tocustomize and execute lead generating programs in the b-to-b channel

Page 8: Designing & Executing Channel Marketing Campaigns for SMB Partners

© 2010 eCoast. All rights reserved.www.ecoastsales.com

Traditional Approach to Partner Marketing

Name of Item Description

Direct Mail TemplateBusiness Partner customizable letter and outer envelopedescribing collaboration and presenting an offer from theBusiness Partner

Email TemplateBusiness Partner customizable email describing collaborationand presenting an offer from the Business Partner

Landing Page Copyfor BP

Business Partner customizable copy for web landing page.Describes collaboration

Seminar MaterialA package of seminar materials consisting of presentation,welcome letter and seminar overview / abstract. Thepresentation has modular content by BP competencies

Print Ad TemplateBusiness Partner customizable version of the print advertisingfor Collaboration.

Telemarketing ScriptBusiness Partner customizable script for use in contacting andqualifying prospective leads.

Generic SeminarInvite Template

Business Partner customizable email for use in generatingseminar/event attendance.

Generic SeminarFollow-up Template

Business Partner customizable email for following up withcustomers after an event/seminar. Two versions – one forattendees, one for those who were unable to attend.

REQUIRES FIELD LEVEL ASSISTANCE TO DELIVER LAST MILE EXECUTION

Page 9: Designing & Executing Channel Marketing Campaigns for SMB Partners

The Problem

Sales

• Programs don’t reflect the waywe sell

• Onerous proposal process

• No way to customize contentfor individual opportunities( Buyer’s Journey)

• Channel lacks know-how andresources to deliver programs

Marketing

• Too much focus on pre-execution process

• E.g. MDF Application

• Collateral that is not used ormisused

• Little adoption by sales

• 25% avg. low in Channel

• No ROI, lack of visibility intohow program dollars are beingspent

Page 10: Designing & Executing Channel Marketing Campaigns for SMB Partners

© 2010 eCoast. All rights reserved.www.ecoastsales.com

The Traditional Approach: Proposal / Approval Based

Source: SiriusDecisions

PartnerProposes

Vendor

Approves

Program

Development

Partner

Execution

Black

Hole

Black

Hole

I have a greatidea to create

newopportunities.

Will you fund it?

How muchrevenue haveyou earned?What have youdone in the pastto qualify

Program islargelydeveloped byvendor andpassed on topartner forexecution

Partnerexecutes butcannot do soalone; theyrequire fieldmarketingassistance

Programconcludes, butthere is nofeedback orROI data frompartner

Typical MDF based program proposal, approval, development and execution

Page 11: Designing & Executing Channel Marketing Campaigns for SMB Partners

© 2010 eCoast. All rights reserved.www.ecoastsales.com

Vertical market or solutions experience

Combine product and services to add value to existingsupplier products

Strong technical (Integration) background

Maintain 5-6 general supplier relationships & 2-3 Keyvendors

Reality: Minimal Marketing Expertise or staff

Use Distributor help to recruit

SiriusPerspective: Typical SMB Profile

Page 12: Designing & Executing Channel Marketing Campaigns for SMB Partners

© 2010 eCoast. All rights reserved.www.ecoastsales.com

What are the leading channeltechnology companiesdoing today?

Page 13: Designing & Executing Channel Marketing Campaigns for SMB Partners

© 2010 eCoast. All rights reserved.www.ecoastsales.com

Page 14: Designing & Executing Channel Marketing Campaigns for SMB Partners

Partner’s #1 Request

MoreLeads

Find Net New Customers

Page 15: Designing & Executing Channel Marketing Campaigns for SMB Partners

best prospectingapproaches for channelpartners today?

What are the

Page 16: Designing & Executing Channel Marketing Campaigns for SMB Partners

© 2010 eCoast. All rights reserved.www.ecoastsales.com

It really depends.

Page 17: Designing & Executing Channel Marketing Campaigns for SMB Partners

Lead Generation

Appointment Setting

Digital Marketing

Social Media

Sales Enablement

Page 18: Designing & Executing Channel Marketing Campaigns for SMB Partners

© 2010 eCoast. All rights reserved.www.ecoastsales.com

Pay-for-Performance Plays

2 Appointment Package

• Campaign Implementation & Pre-Campaign Consulting

• Campaign Timeframe: 20 business days• 200 Record List Rental (based on your parameters)• Professional Telemarketing Support• Monthly Lead Portal Access• Bi-Weekly Reporting and Campaign Management• 2 qualified “face-to-face” appointments*• Total Value: $1,850

4 Appointment Package

• Campaign Implementation & Pre-Campaign Consulting

• Campaign Timeframe: 30 business days• 300 Record List Rental (based on your parameters)• Professional Telemarketing Support• Monthly Lead Portal Access• Bi-Weekly Reporting and Campaign Management• 4 qualified “face-to-face” appointments*• Total Value: $3,250

Page 19: Designing & Executing Channel Marketing Campaigns for SMB Partners

Teach them toFish

Page 20: Designing & Executing Channel Marketing Campaigns for SMB Partners

Sales Enablement – Call Blitz

Page 21: Designing & Executing Channel Marketing Campaigns for SMB Partners

Multi-Touch with new promotion

Page 22: Designing & Executing Channel Marketing Campaigns for SMB Partners

© 2010 eCoast. All rights reserved.www.ecoastsales.com

Page 23: Designing & Executing Channel Marketing Campaigns for SMB Partners

© 2010 eCoast. All rights reserved.www.ecoastsales.com

Paid Search Marketing: Google

eCoast has designed a search engine marketing (SEM) campaign to reach prospectsusing Google search for the technology services and solutions you offer.

The CampaignThis campaign uses Google AdWords to target prospects inyour geography. The message will be based on your areaof focus.

An SEM campaign can complement your demandgeneration activities by providing another opportunity toincrease the awareness of your company and the solutionsyou offer. It also provides pull marketing that gets prospectsto identify themselves resulting in additions to yourprospect list.

Campaign Components• Keyword list building• AdWords• Landing page• Reporting

What You Get• Setup and implementation• Unlimited keywords based on your technology focus• 3-5 optimized AdWords generated to match your targeted

search• Landing page to capture your messaging, call to action

and prospect data• Monitoring and reporting including most popular searches,

cost per click, click through rate and average dailyspending

• Estimated targeted traffic: 150+/- unique visitors

Offer to End User• White paper based on focus area• Other options: demo or assessment

$2500

eCoast has a Google Qualified AdWords Professional on staff! This certificationdemonstrates a high-level understanding of Google AdWords resulting in best quality scoreand click through rate (CTR) so you will always rank high at a lower cost per click.

Page 24: Designing & Executing Channel Marketing Campaigns for SMB Partners

How and

when todeliver?

Page 25: Designing & Executing Channel Marketing Campaigns for SMB Partners

© 2010 eCoast. All rights reserved.www.ecoastsales.com

Getting Partners to Engage

SiriusDecisionsSales Adoption Model

Launch

Sale

sP

roductivi

ty

Time

Educate

Rep Attrition/Partner Pruning

New Hire/Partnership

PlaybooksSales Guides/

LearningGames

WorkshopsSales TrainingCertificationPrograms

Case StudiesWebinars

Sales Meetings

Deal War Rooms1-on-1 Training

MentoringPrograms

Radio ShowsPodcasts

Rich Media ToolsChannel Advisory

CouncilsChannelCommunities

Partner PortalsViral Videos

Promote

Engage

Go Sell

So

urc

e:

Siriu

sD

ecis

ion

s

SiriusPerspective: Engineer programs pre- and post-launch whilematching tactic to adoption model stage to maximize effectiveness.

Page 26: Designing & Executing Channel Marketing Campaigns for SMB Partners

© 2010 eCoast. All rights reserved.www.ecoastsales.com

New Approach: Prescriptive MDF-funded Channel Plays

Page 27: Designing & Executing Channel Marketing Campaigns for SMB Partners

© 2010 eCoast. All rights reserved.www.ecoastsales.com

MDF Cost

$2500 $1600 $2775 $4550 $2500 $3000

MDF Cost: Communicate Value and Effort

Page 28: Designing & Executing Channel Marketing Campaigns for SMB Partners

© 2010 eCoast. All rights reserved.www.ecoastsales.com

Duration

4 to 6weeks

20 businessdays

30 businessdays

50 business days 60 businessdays

20 businessdays

Duration: Set Expectations with Partners

Page 29: Designing & Executing Channel Marketing Campaigns for SMB Partners

© 2010 eCoast. All rights reserved.www.ecoastsales.com

Components

Key WordSearches, etc.

Data List

AppointmentSetting

AppointmentConfirmation

Post-MeetingDebrief

Bi-weeklyReporting

Same Same Co-branded EmailOffer

Gift Card

Email List

AppointmentConfirmation

List Procurement

Outbound LeadGeneration

List Cleansing

Bi-Weekly Reporting

Components: Include Requirements and Deliverables

Page 30: Designing & Executing Channel Marketing Campaigns for SMB Partners

© 2010 eCoast. All rights reserved.www.ecoastsales.com

Results / ROI

5-10Registrations

2 Appointments 4 Appointments 8 Appointments 6 MarketingQualified Leads

6 ConfirmedAppointments

Net New List300 Names

4-6 Leads

15-20Prospects

List Returnedto Partner forFutureNurturing

Results: Letting Partners Know What Are The Deliverables

Page 31: Designing & Executing Channel Marketing Campaigns for SMB Partners

Everyone wants the

GlennGarryleads that are readyto close

Page 32: Designing & Executing Channel Marketing Campaigns for SMB Partners

They’ve all received “bad”leads

They’ve all received “bad” leads

Page 33: Designing & Executing Channel Marketing Campaigns for SMB Partners

Results-Oriented

Pay-for-Performance

Page 34: Designing & Executing Channel Marketing Campaigns for SMB Partners

Metrics

& Tracking

Page 35: Designing & Executing Channel Marketing Campaigns for SMB Partners

© 2010 eCoast. All rights reserved.www.ecoastsales.com

Marketing Investment Ratio to Pipeline Creation

Source: SiriusIndex

MarketingSourced Pipeline

% of salespipeline uniquely

created bymarketing

10% to

50%

MarketingInfluenced Pipeline

% of salespipeline touched

by marketing

30% to 82%

Investment-to-Pipeline

Average cost ofdemand creation

of the salespipeline

1% to 4%

Investment-to-Revenue

Average revenuegenerated from $1

invested indemand creation

$5 to

$20+

Ave

rag

e*

Page 36: Designing & Executing Channel Marketing Campaigns for SMB Partners

© 2010 eCoast. All rights reserved.www.ecoastsales.com

ROI Calculation on actual campaign

Total Marketing Spend: $64,800

Total SMB Partner Campaigns: 54

• 25 Completed 25 Active 4 Pending Plays• Total Appointments Generated to Date:81• Total Pipeline Generated to Date:

$2,784,280• Average Deal Size: $34,374

Marketing/Pipeline Ratio: 1 to 43 (initial)

Page 37: Designing & Executing Channel Marketing Campaigns for SMB Partners

© 2010 eCoast. All rights reserved.www.ecoastsales.com

that matters…

Closing the Loop with the Prospect

Page 38: Designing & Executing Channel Marketing Campaigns for SMB Partners

Since the original lead which was a simplesecurity lead (ASA) with have providedengineering services worth $30,000 and mostrecently closed an UC opportunity worth$375,000 and an infrastructure and cablingopportunity for $105,000.

Page 39: Designing & Executing Channel Marketing Campaigns for SMB Partners
Page 40: Designing & Executing Channel Marketing Campaigns for SMB Partners

© 2010 eCoast. All rights reserved.www.ecoastsales.com

Thank You

Will Gibney

VP of Sales & Marketing

eCoast

[email protected]

603.516.7430

Laz GonzalezResearch DirectorSiriusDecisions, [email protected]

203 665 4044 (w)Websites:www.ecoastsales.comwww.sirusdecisions.com