Channel Marketing Best Practices: Tactics to Drive Sales Performance
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Channel Marketing Best Practices: Tactics to Drive Sales Performance

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Presented by Juliann Grant, eCoast Sales Solutions ...

Presented by Juliann Grant, eCoast Sales Solutions

In the software industry, the channel partnership model seems to have matured as opposed to the model in the industrial automation space. In automation, there is a catch-as –catch can attitude for lead generation, and manufacturers are not overly supportive of providing lead generation programs that will drive sales opportunities in support of their brand with their partners. Do you know if they provide Market Development Funds? What are those? What is a channel partner to do?
In this presentation, we will take a look at the different demand generation tactics that provide channel partners new ideas on how to generate more business including:
• Understanding MDF or co-op funds
• Account-based Marketing tactics to build brand awareness and new business
• Sales enablement tools that will support the sales cycle
• Tele-prospecting tactics to fill the sales pipeline

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  • 1. Juliann Grant, Vice President, Marketing eCoast Sales Solutions Channel Marketing
  • 2. © 2010 eCoast. All rights reserved.www.ecoastsales.com 1.877.766.7355 8th Annual ISA Marketing & Sales Agenda • Channel Marketing – Why Is It Different • Challenges of the Channel • Channel Marketing Best Practices  Model Your Demand: Demand Generation Waterfall  Inbound Marketing/SEO  Tele-Prospecting  Account-Based Marketing  Sales Enablement • Next Steps
  • 3. © 2010 eCoast. All rights reserved.www.ecoastsales.com 1.877.766.7355 8th Annual ISA Marketing & Sales Ever Heard the Mantra… The Sales Whales 80% of Your Revenue Comes From 20% of Your Customers {
  • 4. © 2010 eCoast. All rights reserved.www.ecoastsales.com 1.877.766.7355 8th Annual ISA Marketing & Sales Challenges in the Channel
  • 5. © 2010 eCoast. All rights reserved.www.ecoastsales.com 1.877.766.7355 8th Annual ISA Marketing & Sales Channels Challenges in the Channel Manufacturer End Customers 1 Tier Partner 2 Tier Partner Distributor Direct
  • 6. © 2010 eCoast. All rights reserved.www.ecoastsales.com 1.877.766.7355 8th Annual ISA Marketing & Sales Common Channel Conflict Geography Price Wars Crossed Accounts Services
  • 7. © 2010 eCoast. All rights reserved.www.ecoastsales.com 1.877.766.7355 8th Annual ISA Marketing & Sales If You Are Managing One
  • 8. © 2010 eCoast. All rights reserved.www.ecoastsales.com 1.877.766.7355 8th Annual ISA Marketing & Sales Managing Partner Programs Recruitment Training Engagement Incentives Enablement
  • 9. © 2010 eCoast. All rights reserved.www.ecoastsales.com 1.877.766.7355 8th Annual ISA Marketing & Sales If You Are In A Channel
  • 10. © 2010 eCoast. All rights reserved.www.ecoastsales.com 1.877.766.7355 8th Annual ISA Marketing & Sales In the Channel, You Deal With… Selling Competing Products Product Knowledge Pricing Certain Brand Incentives
  • 11. © 2010 eCoast. All rights reserved.www.ecoastsales.com 1.877.766.7355 8th Annual ISA Marketing & Sales What’s Available to Help the Channel? Market Development Funds Co-Op Marketing
  • 12. www.ecoastsales.com 1.877.766.7355 8th Annual ISA Marketing & Sales Channel Marketing Best Practices Demand Modeling Inbound Marketing & SEO Account-Based Marketing Sales Enablement
  • 13. © 2010 eCoast. All rights reserved.www.ecoastsales.com 1.877.766.7355 8th Annual ISA Marketing & Sales Understanding the Buyers Journey • Learn About Approaches • Identify Opportunity • Feel Need or Pain • Measure Results • Adopt and Use • Deploy or Launch • Identify Solutions • Build a Business Case • Commit to Change • Choose Approach • Compare Alternatives • Consider Risks Evaluat e • Select Vendor • Check References Source: Forester Research
  • 14. © 2010 eCoast. All rights reserved.www.ecoastsales.com 1.877.766.7355 8th Annual ISA Marketing & Sales Who is your Market? Creating Buyer Personas Demographics - gender, age, marital status, income level, location, education Psychographics - personality, values, attitudes, inter ests, lifestyles Bizographic- industry, seniority, functional area, role, responsibilities, knowle dge, risk Motivation - needs, goals, pains, ideals, challe nges Relationships - individual, directed, collaborative, competitive, contentious, subordin ate, superior, consensus Modality - methodical, spontaneous, humani stic, competitive
  • 15. © 2010 eCoast. All rights reserved.www.ecoastsales.com 1.877.766.7355 8th Annual ISA Marketing & Sales Drive and Manage Demand
  • 16. © 2010 eCoast. All rights reserved.www.ecoastsales.com 1.877.766.7355 8th Annual ISA Marketing & Sales Establish a Model: The Demand Waterfall ®Copyright SiriusDecisions Inc. 23.9% 81% 23.3%
  • 17. © 2010 eCoast. All rights reserved.www.ecoastsales.com 1.877.766.7355 8th Annual ISA Marketing & Sales Definitions • MQL – Marketing Qualified Lead • AQL – Automation Qualified Lead • TAL – Tele-prospecting Accepted Lead • TGL – Tele-prospecting Generated Lead • TQL – Tele-prospecting Qualified Lead • SGL – Sales Generated Lead • SAL – Sales Accepted Lead • SQL – Sales Qualified Lead ®Copyright SiriusDecisions Inc.
  • 18. www.ecoastsales.com 1.877.766.7355 8th Annual ISA Marketing & Sales Inbound Marketing & SEO
  • 19. © 2010 eCoast. All rights reserved.www.ecoastsales.com 1.877.766.7355 8th Annual ISA Marketing & Sales Inbound Marketing: Building out Keywords
  • 20. © 2010 eCoast. All rights reserved.www.ecoastsales.com 1.877.766.7355 8th Annual ISA Marketing & Sales Search Engine Optimization Factors
  • 21. © 2010 eCoast. All rights reserved.www.ecoastsales.com 1.877.766.7355 8th Annual ISA Marketing & Sales Google Search Signals
  • 22. © 2010 eCoast. All rights reserved.www.ecoastsales.com 1.877.766.7355 8th Annual ISA Marketing & Sales Being Social Also Sells More
  • 23. © 2010 eCoast. All rights reserved.www.ecoastsales.com 1.877.766.7355 8th Annual ISA Marketing & Sales Or Those Who Are Not Social…
  • 24. www.ecoastsales.com 1.877.766.7355 8th Annual ISA Marketing & Sales Tele-Prospecting
  • 25. © 2010 eCoast. All rights reserved.www.ecoastsales.com 1.877.766.7355 8th Annual ISA Marketing & Sales Get In the Door – TeleProspecting Services Appointment Setting Inbound Lead Generation Account-Based Marketing Event Attendance Partner Recruitment Inside Sales Support
  • 26. © 2010 eCoast. All rights reserved.www.ecoastsales.com 1.877.766.7355 8th Annual ISA Marketing & Sales Where TeleProspecting Fits Inn ®Copyright SiriusDecisions Inc.
  • 27. © 2010 eCoast. All rights reserved.www.ecoastsales.com 1.877.766.7355 8th Annual ISA Marketing & Sales Gather Account Intelligence
  • 28. www.ecoastsales.com 1.877.766.7355 8th Annual ISA Marketing & Sales Account-Based Marketing
  • 29. © 2010 eCoast. All rights reserved.www.ecoastsales.com 1.877.766.7355 8th Annual ISA Marketing & Sales Marketing and Sales Go To Market Differently
  • 30. © 2010 eCoast. All rights reserved.www.ecoastsales.com 1.877.766.7355 8th Annual ISA Marketing & Sales A Typical Scenario These Leads Suck! I worked my ass off trying to get you some good leads
  • 31. © 2010 eCoast. All rights reserved.www.ecoastsales.com 1.877.766.7355 8th Annual ISA Marketing & Sales Need to Improve Sales-Marketing Focus SI Named Accts Criteria-based Marketing Account-Based Marketing Industry/Niche Marketing SIC Code Geography Titles
  • 32. © 2010 eCoast. All rights reserved.www.ecoastsales.com 1.877.766.7355 8th Annual ISA Marketing & Sales Targeting Accounts: The Cost of Bad Data Marketing Sherpa Study* Proves 60.85% Decrease In Overall Campaign Costs List#1 $24 Cost Per Record $373 Cost Per Lead $1 Cost Per Record $954 Cost Per Lead List#2 Save 63% Per Campaign The “best deal” list, at $1 per record, results in a campaign that is more than 2.5 times more costly than the most efficient list.
  • 33. © 2010 eCoast. All rights reserved.www.ecoastsales.com 1.877.766.7355 8th Annual ISA Marketing & Sales ABM: Different Lead Source Expectations • Large enterprise accounts (reps manage 1-3)  Marketing will only source 10% of the pipeline  Marketing’s job is to influence the buyers through the buy cycle • Named Account Models (reps manage 10-30)  Marketing will source only 15-20% of the pipeline  Marketing’s job is to source new contacts, market to the buying team • Non-named accounts (Criteria-based Marketing)  Marketing will source 30% of the pipeline
  • 34. © 2010 eCoast. All rights reserved.www.ecoastsales.com 1.877.766.7355 8th Annual ISA Marketing & Sales ABM: What is it? • Sales selects target accounts • Account lists developed • High touch • Success is measured by  Conversion rates  ROI  Volume of Sales Qualified Leads and Sales Accepted Leads • Targeted/leveraged value proposition • Marketing casts a wide net • Lists are not targeted • Low touch • Success is measured by:  Volume of leads  Cost per lead  ROI • One size fits all value proposition Account-Based Marketing Criteria-Based Marketing
  • 35. © 2010 eCoast. All rights reserved.www.ecoastsales.com 1.877.766.7355 8th Annual ISA Marketing & Sales Why ABM? Case Study* Comparison Criteria-Based Marketing Account-Based Marketing * Network Infrastructure Enterprise Case Study Cost: $100k $60k Leads Produced: 230 86 Cost Per Lead: $434.7 $697.7 No. of Deals Registered: 77 51 Leads to Registered Deal Conversion Rate: 33.5% 59.3% Pipeline Produced: $2.982M $3.215M Average Opportunity Value: $38,739 $63,041 ROI (Pipe:Cost): 29.8:1 53.6:1
  • 36. © 2010 eCoast. All rights reserved.www.ecoastsales.com 1.877.766.7355 8th Annual ISA Marketing & Sales Improved Conversions with ABM Tactics After ABM: 8-12% conversion rate Before ABM: 2-4% conversion rate
  • 37. © 2010 eCoast. All rights reserved.www.ecoastsales.com 1.877.766.7355 8th Annual ISA Marketing & Sales ABM Process - Typically 4-6 Months List Build: 2-3 Contacts Per Account Build Account Profile: Tele- Prospecting Nurture Marketing Tactics List Build Tele- Prospecting Re- Engagement 4-6 Weeks Nurture Marketing Tactics Achieve Best Results Through Re-Engagement Add New Target Accounts Continue Cycle Client Provides Data: 20-50 Accounts
  • 38. © 2010 eCoast. All rights reserved.www.ecoastsales.com 1.877.766.7355 8th Annual ISA Marketing & Sales Why Account-Based Marketing Phone Verified 90% accurate Generates More SAL/SQL Leads Higher Pipeline Values Targeted Named Account List Canvas Each Target Account Re- engagement cycles Higher Return On Investment= High Touch Process
  • 39. © 2010 eCoast. All rights reserved.www.ecoastsales.com 1.877.766.7355 8th Annual ISA Marketing & Sales Sales Marketing Sales and Marketing Both Benefit No disputing leads Aligns with targeted account lists Get in the door faster Manage information effectively around account Nurture plan is focused Better account planning No disputing leads Develop leads sales wants Help move down the buy cycle through planned content More focused nurture campaigns Higher efficiency Higher quality leads
  • 40. © 2010 eCoast. All rights reserved.www.ecoastsales.com 1.877.766.7355 8th Annual ISA Marketing & Sales ABM: Achieve Marketing-Sales Alignment
  • 41. www.ecoastsales.com 1.877.766.7355 8th Annual ISA Marketing & Sales Sales Enablement
  • 42. © 2010 eCoast. All rights reserved.www.ecoastsales.com 1.877.766.7355 8th Annual ISA Marketing & Sales Partner Tools Product/ Solution Portals Product/ Solution Training Co-Branded Assets Co-Branded Campaigns Marketing Portals
  • 43. © 2010 eCoast. All rights reserved.www.ecoastsales.com 1.877.766.7355 8th Annual ISA Marketing & Sales Thank You! Phone 603.994.4316 | 1.877.766.7355 Email jgrant@ecoastsales.com Website ecoastsales.com Blog blog2.ecoastsales.com LinkedIn linkedin.com/companies/ecoast Twitter twitter.com/ecoast Facebook facebook.com/ecoast Twitter Twitter.com/julianng LinkedIn Linkedin.com/in/julianngrant