Optimizing Your Next Demand Generation
Campaign - Best Practices
Why your current method of ROI tracking is wrong!
Will Gibney
Vice President
eCoast
wgibney@ecoastsales.com
603.516.7430

eCoast Overview
Specializing in scalable, result-based channel
demand generation services to the technology
industry.
Customer Profiles eCoast Facts
-Manufacturers & Distributors
-National VARS Years in Business: 9
-Regional & Local VARS Employees: 135
Location: Rochester, NH
Service Offerings 30,000 square foot location
-Demand Generation Footprint: US/Canada &
-Pay-for-Performance Appointment Setting
Europe
-Inbound Marketing
-Web Marketing Ownership: Privately Held
Number of Calling Agents: 100
Technology Specializations 50+ Manufacturer Certified
--Unified Communications Agents
-Network Security Approved Channel Vendor for;
-Storage & Virtualization HP, Microsoft, Cisco, Avnet, Dell,
-Managed Services Motorola, Citrix.

What are we NOT going to
cover!

Will it blend?

Social Media slide (with logos)

What we are going to
cover?
1. Current VAR Paradigm to Marketing
2. New Approaches
3. Real life examples
4. VAR ROI: Customer Lifetime Value

65% of VARs
grow by word-of-
mouth.

Everyone wants the
Glenn Garry
leads that are ready
to close

You’ve all received “bad” leads

What the
typical
outside sales
rep does…

Let past
bad leads
cloud their
judgment.

BANT =
Budget, Authority, Need, Timing

Does outbound
marketing still work?

Best Practices for
approaching a net
new opportunity?

Adjust your
Expectations

AINT =
Authority, Interest, Need, Timing

Find the
pain

What are the
best prospecting
approaches for channel
partners today?

Keep your line
in the water.

Actual Closed Deal….

Conversation Lead Notes
Prospect (CFO) explained that there has not been an IT department for over a year and
Said they have a lot of hardware problems and is woefully out of date with updates,
Patches and security updates and would like to work with Partner to set up managed
services for the college.
The company received a proposal from Partner in February 2008 for Managed
Services and was not able to move forward with Partner. They are now interested in
moving in the forward with the project and would like to re-engage with Partner to
since they have not had contact with them since February 2008.
Pain Statement
The college has no IT Staff and is looking for a Managed solution to maintain their
Network and Phone systems to keep them updated and provide maintain them.

Lead Generation or
Appointment Setting?

Building Trust
doesn’t happen
in 2 phone
calls.

FACE-TO-FACE
80% of communication
is non-verbal.

Results-Oriented
Pay-for-Performance

“Jay, I met with Geostrom yesterday. This was by far the most qualified call you
have booked. There are multiple opportunities and it sounds like there is budget to
spend.” - Axis Solutions
3-TD, Inc. meeting went well. I have a $7K proposal to go over with Mr. Brant next
week. Thanks! ” DMB Technologies, LLC.
“Meeting went well with PT Real Estate…it never hurts to fill the pipeline! My
contact said very good things about your sales contact person” Corbel Solutions
“Meeting was great, we have a quote in place for phase I at $70K worth of Cisco
gear. Phase 2 could be another $50K. We look good!” - Building Better Networks
“All went well today and we have set up another meeting for May 22nd. They are
buying in 3-6 months. Thanks for the appointment”

Let’s look at an Actual
Appointment….

150K Closed Deal
Conversation Lead Notes
Kim said that they have an older Nortel Norstar purchased in
1999 with 75 telephones at 1 location. They have an 8 year old
Nortel Norstar Telephone system that has reached its end of
life status and is no longer supported. Kim stated that she is
interested in reviewing Cisco's UC solution and the Nortel/Mitel
trade in promotion.
Action Item Summary
Kim is expecting an on site appointment on Thursday, October
25th at 9:30 AM CST. I sent a confirmation Outlook Appointment
Reminder to Kim at

Use Manufacturer’s
Resources .

Deal Registration should be a
VAR’s Best friend.

Real Life Example #1

Engaged in a
8 appointment
campaign

Set a meeting for

Early to the table
on a UC Deal

Building a
relationship

Registered the
deal with Cisco

Closed Greenfield UC deal
$200,000

“We were able to register a deal and utilize
Cisco OIP channel pricing which
allowed us to ultimately
beat the competition and
win the deal.”
-Kyle Hair, Co-owner of Decian

Tracking
the ROI

1st
It’s not the deal
that matters…

Or the Size of 1st DEAL
It’s about the Long-term
Relationship.

Small deals
can lead to
Larger ones

What is your
Customers Lifetime Value?

Goals were to build their
commercial business…
Start generating
leads.

Generated lead
Closed Cisco ASA Router valued @ 10K.

Started building a
relationship

“ We currently have
outstanding relationships
from the CIO down to the
Network manager.
”

“Since the original lead which was a
simple security lead (ASA) with have
provided engineering services worth
$30,000 and most recently closed an UC
opportunity worth $375,000 and an
infrastructure and Cabling opportunity for
$105,000.”

Force 3 Video Testimonial

Take Aways
1. Old Techniques don’t work
2. Change your approach/paradigm
3. Are you staying aggressive?
4. What is your Customer Lifetime Value?

Calculate your Customer
Lifetime Value:
http://hbswk.hbs.edu/archive/
1436.html

What’s next?
Pre-Campaign ROI Calculator: http://www.ecoastsales.com/demand/roi.cfm
Free List Preview: www.ecoastlists.com
Force 3 Video Case Study: http://www.youtube.com/watch?v=PkEOjMJBbNQ
VAR Marketing Blog: http://varmarketing.ecoastsales.com
Web: www.ecoastsales.com
Twitter: @eCoastWillyG
Will it Blend? Videos: http://www.youtube.com/user/Blendtec
Book: The Trusted Advisor, David Maister
Contact Will: wgibney@ecoastsales.com, 603.516.7430

Next Webinar:
Social Media Marketing for the Channel – Part 2
Tuesday, September 15, 1pm EST
Register at the eCoast home page: ecoastsales.com
• Recap of the top Social Media options
• Managing your Social Media strategy
• Converting Social Media Marketing into leads
• Giveaway another Flip Video Camera!