Your SlideShare is downloading. ×
Designing & Executing Channel Marketing Campaigns for SMB Partners
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Designing & Executing Channel Marketing Campaigns for SMB Partners

2,276
views

Published on

eCoast & SiriusDecisions - Designing MDF programs for SMB Channel Partners …

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

Published in: Business, Technology

0 Comments
3 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
2,276
On Slideshare
0
From Embeds
0
Number of Embeds
6
Actions
Shares
0
Downloads
178
Comments
0
Likes
3
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Designing & Executing Channel MarketingCampaigns for SMB Partners
  • 2. eCoast Will Gibney, VP Sales and Marketing Demand generation offerings designed specifically for the channel community. Built relationships with leading channel organizations such as Cisco, HP, Avaya, Juniper, IBM, Microsoft, Brocade. eCoast executes over 200 channel campaigns per month on behalf of manufacturers.www.ecoastsales.com © 2010 eCoast. All rights reserved.
  • 3. SiriusDecisions Guest: Laz Gonzalez, Research Director Service Director for Channel Management Strategies at SiriusDecisions Extensive international experience implementing channel-driven sales programs Served in key leadership and channel roles at 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 the Channel 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 How to track pipeline and estimate ROI
  • 5. Partner Led Marketing Investment % of Channel Marketing Budget Spend by Deployment Type* Company Size Supplier-to- Partner-to- By Revenue Partner Customer $100MM-$1B 57% 35% $1B-$5B 50% 40% $5B-$10B 35% 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 demand Companies with large numbers of partners (1000+) develop in one-to-many, high touch programs that partners can execute using supplier incentivesLeading Suppliers offer partners prescriptive Suppliers are investing portal developments to helpcontent tools they can customize to execute partners 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 Marketing Name of Item Description Business Partner customizable letter and outer envelope Direct Mail Template describing collaboration and presenting an offer from the Business Partner Business Partner customizable email describing collaboration Email Template and presenting an offer from the Business Partner Landing Page Copy Business 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 advertising Print Ad Template for Collaboration. Business Partner customizable script for use in contacting and Telemarketing Script qualifying prospective leads. Generic Seminar Business Partner customizable email for use in generating Invite Template seminar/event attendance. Business Partner customizable email for following up with Generic Seminar customers after an event/seminar. Two versions – one for Follow-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 ProblemSales Marketing• Programs don’t reflect the way • Too much focus on pre- we sell execution process• Onerous proposal process • E.g. MDF Application• No way to customize content • Collateral that is not used or for individual opportunities misused ( Buyer’s Journey) • Little adoption by sales• Channel lacks know-how and • 25% avg. low in Channel resources to deliver programs • No ROI, lack of visibility into how program dollars are being spent
  • 10. The Traditional Approach: Proposal / Approval Based Partner Vendor Program Partner Black Proposes Approves Development Execution HoleI have a great How much Program is Partner Program idea to create revenue have largely executes but concludes, but new you earned? developed by cannot do so there is no opportunities. What have you vendor and alone; they feedback orWill you fund it? done in the past passed on to require field ROI data from to qualify partner for marketing partner execution assistance Typical MDF based program proposal, approval, development and execution Source: SiriusDecisionswww.ecoastsales.com © 2010 eCoast. All rights reserved.
  • 11. SiriusPerspective: Typical SMB Profile  Vertical market or solutions experience  Combine product and services to add value to existing supplier products  Strong technical (Integration) background  Maintain 5-6 general supplier relationships & 2-3 Key vendors  Reality: Minimal Marketing Expertise or staff  Use 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. Partner’s #1 Request More LeadsFind 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: Google eCoast has designed a search engine marketing (SEM) campaign to reach prospects using 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 to and 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 your spendingprospect list. • Estimated targeted traffic: 150+/- unique visitorsCampaign Components Offer 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 Engage SiriusPerspective: Engineer programs pre- and post-launch while matching tactic to adoption model stage to maximize effectiveness. SiriusDecisions Sales Adoption Model New Hire/ Engage Partnership Go Sell Educate Deal War Rooms 1-on-1 Training Sales Productivity Mentoring Promote Programs Case Studies Playbooks Rep Attrition/ Sales Guides/ Webinars Learning Partner Pruning Sales Meetings Radio Shows Games Podcasts Source: SiriusDecisions Rich Media Tools Launch Workshops Channel Advisory Channel Sales Training Councils Communities Certification Partner 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 6 20 business 30 business 50 business days 60 business 20 business weeks days days days days www.ecoastsales.com © 2010 eCoast. All rights reserved.
  • 29. Components: Include Requirements and DeliverablesComponents Key Word Data List Same Same Co-branded Email List Procurement Searches, etc. Offer Appointment Outbound Lead Setting Gift Card Generation Appointment Email List List Cleansing Confirmation Appointment Bi-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 Leads 15-20 6 Confirmed Prospects Appointments List Returned Net New List to Partner for 300 Names Future Nurturing www.ecoastsales.com © 2010 eCoast. All rights reserved.
  • 31. Everyone wants theGlennGarryleads that are readyto close
  • 32. They’ve all received “bad” leadsThey’ve all received “bad” leads
  • 33. Results-Oriented Pay-for-Performance
  • 34. Metrics& Tracking
  • 35. Marketing Investment Ratio to Pipeline Creation Marketing Marketing Investment-to- Investment-to- Sourced Pipeline Influenced Pipeline Pipeline Revenue % of sales % of sales Average cost of Average revenue pipeline uniquely pipeline touched demand creation generated from $1 created by by marketing of the sales invested in marketing pipeline demand creationAverage* 10% to $5 to 30% to 82% 1% to 4% 50% $20+ Source: SiriusIndex www.ecoastsales.com © 2010 eCoast. All rights reserved.
  • 36. 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)www.ecoastsales.com © 2010 eCoast. All rights reserved.
  • 37. Closing the Loop with the Prospect that matters…www.ecoastsales.com © 2010 eCoast. All rights reserved.
  • 38. 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.
  • 39. Thank You Will Gibney VP of Sales & Marketing eCoast wgibney@ecoastsales.com 603.516.7430 Laz Gonzalez Research Director SiriusDecisions, Inc. lgonzalez@siriusdecisions.comWebsites: 203 665 4044 (w)www.ecoastsales.comwww.sirusdecisions.comwww.ecoastsales.com © 2010 eCoast. All rights reserved.

×