digital partner marketing - the channel company · the key objective is to promote brands through...
TRANSCRIPT
Digital Partner MarketingIncrease Channel Marketing ROI
by Targeting the Right Partners for Digital Programs
Continuing Education for IPED Channel Masters
2Copyright © 2017 The Channel Company, All rights reserved.
Why We Are Here
Enable Partners for
Digital
Digital Marketing & Partners
Understand Channel Needs
3Copyright © 2017 The Channel Company, All rights reserved.
Understand Channel Needs
Enable Partners for Digital
Getting Started
Digital Marketing & Partners
Today’s Discussion
4Copyright © 2017 The Channel Company, All rights reserved.
Defining Digital
The marketing of products or services using digital channels to reach customers. The key objective is to promote brands through various forms of digital media.
Digital marketing extends beyond internet marketing to include channels that do not require the use of the internet. It includes mobile phones, social media marketing, display advertising, search engine marketing, and any other form of digital media.
Most experts believe that 'digital' is not just yet another channel for marketing. It requires a new approach to marketing and a new understanding of customer behavior.
Source: Financial Times
5Copyright © 2017 The Channel Company, All rights reserved.
Digital Marketing Acuity
• Strategic approach
• Management buy-In
• Measurement and KPIs
• Resources and Structure
• Data and Infrastructure
• Integrated Marketing
• Customer Experience
6Copyright © 2017 The Channel Company, All rights reserved.
Digital Marketing in the Channel
Unable to Measure Success or ROI for MDF Spend
0%
12%
34% 34%
20%
0%
5%
10%
15%
20%
25%
30%
35%
40%
NotImportant
Not VeryImportant
Important VeryImportant
ExtremelyImportant
Importance of Digital Marketing to Growing Channel Revenues
70%
Source: MAPI, 2016
7Copyright © 2017 The Channel Company, All rights reserved.
Moving Beyond Sell Sheets
4%
39%
52%
55%
66%
86%
95%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Other
Branded Website Templates
Email Marketing Templates
Digital Product Catalogs
Case Studies
Product Catalogs
Product Data Sheets
Marketing Content Provided Partners
Engaged partners
Closer collaboration
Business alignment
Source: MAPI, 2016
8Copyright © 2017 The Channel Company, All rights reserved.
Alignment and Systems are Critical
Vendors Rely on Spreadsheet for Partner Deal Tracking
Visability and Automation
>50%
>30%
25%
26%
34%
36%
42%
51%
53%
0% 10% 20% 30% 40% 50% 60%
Wrong content
Channel mindshare
Lack of systems/process to share leads with channel
Partner knowledge
Limited/poor co-marketing
Lack of systems/process to share content with channel
Lack of strategic alignment with channel partners
Barriers to Driving Growth Through Channel
Source: MAPI, 2016
9Copyright © 2017 The Channel Company, All rights reserved.
Understand Channel Needs
Enable Partners for Digital
Getting Started
Digital Marketing & Partners
Today’s Discussion
10Copyright © 2017 The Channel Company, All rights reserved.
Supporting Needs and Digital Goals
⌛ Time/Capacity
⌛ Executive Focus
$ Perceived Value
⌛ $ Expertise
$ Cost/ROI
⌛ $ Tools
⌛ $ Past Experience
⌛ Awareness of Need
11Copyright © 2017 The Channel Company, All rights reserved.
Match Indicators to Digital Scorecard
Business Size Growth RateMarketing/Sales Focus
Specialization/Certification
Business Age Locations Partner TypeVendor
Engagement
Current Initiatives
Marketing Needs
Managed Status
MDF Eligibility
12Copyright © 2017 The Channel Company, All rights reserved.
Referral One-to-Few One-to-Many Dynamic
Digital Sophistication ✪ ✪✪ ✪✪✪ ✪✪✪✪Marketing Approach Relationship & Referral Event & PR Traditional & Digital Planned & Integrated
Business SizeSmall Partners (1-25 employees)
Mid-Sized Partners (10-100 employees)
Mid-Sized Partners (10-50 employees)
Large Partners (>100 employees)
Business Overview
• Resellers/VARs
• Limited digital marketing efforts (resource constraints), reliant on referrals
• Static website, limited functionality
• Software developers and service/solution providers
• Joint sales & marketing staff
• Low priority for non-event marketing
• Service providers and software resellers
• Aligned sales & marketing staff
• Use marketing to grow across industries
• Solution providers
• Dedicated sales & marketing staff
• Customized marketing programs with targeted verticals
Digital Objectives • Content syndication
• SEO/SEM
• Event tools
• Social media
• Lead programs
• Lead nurture
• Co-marketing
• Digital communities
• Campaign integration
• Data sharing
• Website presence (featured)
Know Your Digital Partner Segments
13Copyright © 2017 The Channel Company, All rights reserved.
Understand Channel Needs
Enable Partners for Digital
Getting Started
Digital Marketing & Partners
Today’s Discussion
14Copyright © 2017 The Channel Company, All rights reserved.
8 Keys to Digital Success
Focus Education
Planning Programs
Integration Content
Incentives Measurement
15Copyright © 2017 The Channel Company, All rights reserved.
Grow Digital with Existing or Enhanced Levers
Channel Program/MDF
Partner Portal Portal
Partner Reps
Marketing Materials & Content
Marketing Technology
Data/Targeting
Guidance & Connections
16Copyright © 2017 The Channel Company, All rights reserved.
Simple, Segmented Enablement
Referral One-to-Few One-to-Many Dynamic
Digital Sophistication ✪ ✪✪ ✪✪✪ ✪✪✪✪Marketing Approach Relationship & Referral Event & PR Traditional & Digital Planned & Integrated
Digital Enablement Self-Directed
• Education and end-to-end guidance
• Search and social media guidance and templates
• Access to portal and content resources
• Partner-collaboration opportunities
• Marketing templates
Full Service
• Event management tools and resources
• Social media guidance and templates
• Pre-packaged managed services
• Digital event resources & demos
Supported
• Marketing automation tool access
• Digital community guidance
• Customizable managed services
• Digital sales enablement and tools
Enablement
• Content library and source documents
• Exclusive digital tools and resources
• Access to APIs and development commitment
17Copyright © 2017 The Channel Company, All rights reserved.
Understand Channel Needs
Enable Partners for Digital
Getting Started
Digital Marketing & Partners
Today’s Discussion
18Copyright © 2017 The Channel Company, All rights reserved.
Getting Started
Assess digital maturity for marketing organization – and the channel
Create simple digital marketing segments
Catalog and assign existing tools and resources to partner needs
Pilot digital actions aligned goals and objectives
Questions?
For More Information Contact:
John MachadoC [email protected] Channel Companythechannelco.com
Thank You