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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  • 1.Designing & Executing Channel MarketingCampaigns for SMB Partners

2. eCoast Will Gibney, VP Sales and MarketingDemand 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.www.ecoastsales.com 2010 eCoast. All rights reserved. 3. SiriusDecisions Guest: Laz Gonzalez, Research DirectorService Director for Channel ManagementStrategies at SiriusDecisionsExtensive international experienceimplementing channel-driven sales programsServed in key leadership and channel rolesat Lotus/IBM, Baan and Viewpointwww.ecoastsales.com 2010 eCoast. All rights reserved. 4. Agenda 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 5. Partner Led Marketing Investment% of Channel Marketing Budget Spend byDeployment Type* Company Size Supplier-to- Partner-to-By RevenuePartnerCustomer$100MM-$1B57%35%$1B-$5B 50%40%$5B-$10B35%54%$10B-$20B 40%45% 6. Marketing Thru Partners: Filling Partner Marketing Gaps Sirius Perspective: The larger the partner population the greater the need to leverage digital tools and third parties to generate demandCompanies with large numbers of partners (1000+) develop in one-to-many,high touch programs that partners can execute using supplier incentivesLeading Suppliers offer partners prescriptiveSuppliers are investing portal developments to helpcontent tools they can customize to executepartners deliver co-branded campaign content 7. Ready-to-Go Marketing Tools Are On The RiseSiriusDecisions 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 channelwww.ecoastsales.com 2010 eCoast. All rights reserved. 8. Traditional Approach to Partner MarketingName of ItemDescription Business Partner customizable letter and outer envelopeDirect Mail Template describing collaboration and presenting an offer from the Business Partner Business Partner customizable email describing collaborationEmail Template and presenting an offer from the Business PartnerLanding Page CopyBusiness Partner customizable copy for web landing page.for BP Describes collaboration A package of seminar materials consisting of presentation,Seminar Material welcome letter and seminar overview / abstract. The presentation has modular content by BP competencies Business Partner customizable version of the print advertisingPrint Ad Template for Collaboration. Business Partner customizable script for use in contacting andTelemarketing Script qualifying prospective leads.Generic SeminarBusiness Partner customizable email for use in generatingInvite Templateseminar/event attendance. Business Partner customizable email for following up withGeneric Seminar customers after an event/seminar. Two versions one forFollow-up Template attendees, one for those who were unable to attend.REQUIRES FIELD LEVEL ASSISTANCE TO DELIVER LAST MILE EXECUTIONwww.ecoastsales.com 2010 eCoast. All rights reserved. 9. The ProblemSalesMarketing Programs dont reflect the way Too much focus on pre-we sellexecution process Onerous proposal process E.g. MDF Application No way to customize content Collateral that is not used orfor individual opportunities misused( Buyers Journey) Little adoption by sales Channel lacks know-how and 25% avg. low in Channelresources to deliver programs No ROI, lack of visibility into how program dollars are being spent 10. The Traditional Approach: Proposal / Approval Based Partner VendorProgram Partner BlackProposesApproves DevelopmentExecutionHoleI have a greatHow much Program is PartnerProgram idea to create revenue have largelyexecutes but concludes, butnew you earned?developed by cannot do so there is no opportunities. What have youvendor and alone; theyfeedback orWill you fund it? done in the past passed on to require fieldROI data fromto qualify partner formarketingpartner executionassistanceTypical MDF based program proposal, approval, development and executionSource: SiriusDecisionswww.ecoastsales.com 2010 eCoast. All rights reserved. 11. SiriusPerspective: Typical SMB ProfileVertical market or solutions experienceCombine product and services to add value to existing supplier productsStrong technical (Integration) backgroundMaintain 5-6 general supplier relationships & 2-3 Key vendorsReality: Minimal Marketing Expertise or staffUse Distributor help to recruitwww.ecoastsales.com 2010 eCoast. All rights reserved. 12. channelWhat are the leadingtechnology companiesdoing today? www.ecoastsales.com 2010 eCoast. All rights reserved. 13. www.ecoastsales.com 2010 eCoast. All rights reserved. 14. Partners #1 Request MoreLeadsFind Net New Customers 15. What are thebest prospectingapproaches for channelpartners today? 16. It really depends.www.ecoastsales.com 2010 eCoast. All rights reserved. 17. Lead GenerationAppointment SettingDigital MarketingSocial MediaSales Enablement 18. Pay-for-Performance Plays2 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: $1,8504 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: $3,250www.ecoastsales.com 2010 eCoast. All rights reserved. 19. Teach them toFish 20. Sales Enablement Call Blitz 21. Multi-Touch with new promotion 22. www.ecoastsales.com 2010 eCoast. All rights reserved. 23. Paid Search Marketing: GoogleeCoast has designed a search engine marketing (SEM) campaign to reach prospectsusing Google search for the technology services and solutions you offer.The Campaign What You GetThis campaign uses Google AdWords to target prospects in Setup and implementationyour geography. The message will be based on your area Unlimited keywords based on your technology focusof focus. 3-5 optimized AdWords generated to match your targeted searchAn SEM campaign can complement your demand Landing page to capture your messaging, call to actiongeneration activities by providing another opportunity toand prospect dataincrease the awareness of your company and the solutions Monitoring and reporting including most popular searches,you offer. It also provides pull marketing that gets prospects cost per click, click through rate and average dailyto identify themselves resulting in additions to yourspendingprospect list. Estimated targeted traffic: 150+/- unique visitorsCampaign ComponentsOffer to End User Keyword list building White paper based on focus area AdWords Other options: demo or assessment Landing page Reporting$2500 eCoast has a Google Qualified AdWords Professional on staff! This certification demonstrates a high-level understanding of Google AdWords resulting in best quality score and click through rate (CTR) so you will always rank high at a lower cost per click.www.ecoastsales.com 2010 eCoast. All rights reserved. 24. How andwhen todeliver? 25. Getting Partners to EngageSiriusPerspective: Engineer programs pre- and post-launch whilematching tactic to adoption model stage to maximize effectiveness.SiriusDecisionsSales Adoption ModelNew Hire/Engage PartnershipGo SellEducate Deal War Rooms1-on-1 Training Sales Productivity MentoringPromotePrograms Case Studies Playbooks Rep Attrition/Sales Guides/WebinarsLearningPartner PruningSales Meetings Radio Shows Games Podcasts Source: SiriusDecisions Rich Media Tools LaunchWorkshops Channel Advisory ChannelSales Training Councils Communities CertificationPartner Portals Programs Viral Videoswww.ecoastsales.com Time 2010 eCoast. All rights reserved. 26. New Approach: Prescriptive MDF-funded Channel Playswww.ecoastsales.com 2010 eCoast. All rights reserved. 27. MDF Cost: Communicate Value and EffortMDF Cost $2500 $1600 $2775 $4550 $2500 $3000 www.ecoastsales.com 2010 eCoast. All rights reserved. 28. Duration: Set Expectations with PartnersDuration 4 to 620 business 30 business 50 business days 60 business 20 business weeks daysdays daysdays www.ecoastsales.com 2010 eCoast. All rights reserved. 29. Components: Include Requirements and DeliverablesComponents Key WordData ListSame Same Co-branded Email List Procurement Searches, etc. Offer Appointment Outbound Lead SettingGift CardGeneration AppointmentEmail List List Cleansing ConfirmationAppointmentBi-Weekly Reporting Post-Meeting Confirmation Debrief Bi-weekly Reporting www.ecoastsales.com 2010 eCoast. All rights reserved. 30. Results: Letting Partners Know What Are The DeliverablesResults / ROI5-10 2 Appointments 4 Appointments 8 Appointments 6 Marketing 4-6 LeadsRegistrations Qualified Leads15-206 Confirmed ProspectsAppointmentsList ReturnedNet New Listto Partner for300 Names FutureNurturingwww.ecoastsales.com 2010 eCoast. All rights reserved. 31. Everyone wants theGlennGarryleads that are readyto close 32. Theyve all received badleadsTheyve all received bad leads 33. Results-Oriented Pay-for-Performance 34. Metrics& Tracking 35. Marketing Investment Ratio to Pipeline CreationMarketing Marketing Investment-to-Investment-to- Sourced PipelineInfluenced Pipeline PipelineRevenue% of sales% of salesAverage cost ofAverage revenue pipelin

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