2014 Marketo Marketing Nation Summit: Best-of-Breed Blueprint for Partner Demand Generation


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There is no one-size-fits-all approach when it comes to driving demand for all tiers of partners within your channel network. Join us for this informative session to learn from recognized industry leader Courtney Wiley as she highlights channel best practices for activating partner demand generation for small, medium and large partners. This pragmatic, hands-on review of available options will guide you to better enabling your entire channel network to contribute more revenue.

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  • 2014 Marketo Marketing Nation Summit: Best-of-Breed Blueprint for Partner Demand Generation

    1. 1. Best-of-Breed Blueprint for Partner Demand Generation Courtney Wiley Vice President of Marketing, Marketing Advocate @wileyccoyote
    2. 2. Page 2 © 2014 Marketo, Inc.#mktgnation14 Speaker Background
    3. 3. Page 3 © 2014 Marketo, Inc.#mktgnation14 The Best 40 Minutes of Your Life • Challenges in the Channel • Key Channel Marketing Trends for 2014 • Best Practices for Activating Partner Demand Generation • The 6 Cs of Partner Demand Generation • Campaign Syndication is Key for Channel Success • For OEMs: How to Extend the Value of Your Existing Marketo Implementation to Support Your Partner Channel • Key Takeaways • Q&A • Contact Information 3:30-3:38 3:38-3:46 3:46-3:54 3:54-3:58 3:58-4:02 4:02-4:12 4:12-4:15
    4. 4. Page 4 © 2014 Marketo, Inc.#mktgnation14 Indirect Channel Attribution Rises, But So Do Obstacles Facing Today’s Channel Marketer Sources: Forrester Research, Inc., “Tech Channel Marketing Trends 2012” and BtoB, “Defining the Modern Marketer, 2013”
    5. 5. Page 5 © 2014 Marketo, Inc.#mktgnation14 Marketing Limitations Reported by Channel VARs, Execution Key to Success
    6. 6. Page 6 © 2014 Marketo, Inc.#mktgnation14 Creating Content is Not Only the Most Effective Tactic, It’s Also the Most Difficult to Execute What are the MOST DIFFICULT TACTICS to execute for inbound marketing purposes? 0% 10% 20% 30% 40% 50% 60% 70% Social sharing buttons Outbound mktg integration Press and public relations Blogging or guest blogging Social media/networking Use of marketing automation Search engine optimization Lead nurturing and scoring Content creation/marketing Enterprise SMB Most channel partners’ marketing content and sales pitches are oriented to the technical buyer (i.e., the IT organization).* Vendor channel professionals need to teach and equip their partners to: a) market and sell service values (service levels, on-demand variability accommodation, etc.), and b) market and sell to the business decision- maker (business value, business outcome, economic model, etc.). *Source: Forrester Research, Inc., “Cloud Channel Trends, 2013-2014” Source: Inbound Marketing Benchmark Survey, Ascend2 in partnership with Marketing Advocate, published Nov. 2013, N=519
    7. 7. Page 7 © 2014 Marketo, Inc.#mktgnation14 Resellers Rely Heavily on Service Providers to Augment Their Marketing Teams Source: IPED Channel Masters, 2013
    8. 8. Page 8 © 2014 Marketo, Inc.#mktgnation14 Lead Gen* Still Focus in 2014, Brings New Shift to Digital Platforms 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Lead generation Thought leadership Customer acquisition B2B marketers as a whole Channel marketers [VALUE] [VALUE] 2014 2013 Percentage of Marketers Planning To Increase Digital Spending *Source: The Channel Company and Holger Schulze, group owner of the 50,000-member B2B Technology Marketing Community on LinkedIn. **Source: Ad Age’s 2014 B2B Outlook: Marketing Priorities & Plans Survey This YOY increase results in a greater portion of budgets going to digital. In 2014, 38.7% of B2B marketers say they will spend 30% or more on digital, up from 30% the year prior.**
    9. 9. Page 9 © 2014 Marketo, Inc.#mktgnation14 In the Channel, Lead Gen Does Not Equal Lead Conversion Decline in lead conversion represents a known gap in the sales cycle for channel- oriented firms. How do channel marketing execs plug the gap?
    10. 10. Page 10 © 2014 Marketo, Inc.#mktgnation14 Automation Provides Strategic Opportunity to Compete in the Channel Marketing automation is leveling the playing field for smaller companies. 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Extensive use of marketing automation Limited use of marketing automation We don’t use marketing automation Enterprise SMB Almost half of survey respondents employ limited use of MAPs today But don’t invest in marketing automation for the sake of investing. Partner with an agency vendor whose specialty is channel demand generation. Source: Inbound Marketing Benchmark Survey, Ascend2 in partnership with Marketing Advocate, published Nov. 2013, N=519
    11. 11. Page 11 © 2014 Marketo, Inc.#mktgnation14 One Trend NOT Seeing an Increase in 2014: Partner Use of Self-Service Tools “Traditional forms of communication are declining,” noted Jay McBain, co-founder of ChannelEyes. “The average vendor portal isn’t regularly visited by 95 percent of channel partners.”
    12. 12. Page 12 © 2014 Marketo, Inc.#mktgnation14 What the Analysts are Saying . . . Hard incentives for marketing activities and results in your partner program. Most channel GTM companies incentivize their channel partners solely for revenue generation (i.e., the ultimate “effect”), whereas they may be better served by incentivizing the “cause” (i.e., partners’ marketing activities and results). While some may think of market development funds (MDFs) as an incentive, MDFs are really at best an indirect support mechanism. Better you carve out additional margin discount points or back-end rebates for partners’ marketing performance.
    13. 13. Page 13 © 2014 Marketo, Inc.#mktgnation14 The 6 Cs of Smart Partner Demand Generation • Collaboration • Contacts • Content • Campaigns • Calculation
    14. 14. Page 14 © 2014 Marketo, Inc.#mktgnation14 The Smartest Resellers Look to Outsource
    15. 15. Page 15 © 2014 Marketo, Inc.#mktgnation14 Local, Customized Contacts + Campaigns to Inform a Considered Purchase
    16. 16. Page 16 © 2014 Marketo, Inc.#mktgnation14 Killer Content Begets Relevant Campaigns
    17. 17. Page 17 © 2014 Marketo, Inc.#mktgnation14 Detailed Lead Report
    18. 18. Page 18 © 2014 Marketo, Inc.#mktgnation14 Detailed Digital Body Language Report + Script
    19. 19. Page 19 © 2014 Marketo, Inc.#mktgnation14 Reporting & Analytics Dashboard
    20. 20. Page 20 © 2014 Marketo, Inc.#mktgnation14 Through-Partner Marketing Automation (TPMA) Encapsulates Today’s Trends + Best Practices A proprietary blueprint and channel sales enablement tool:  Local, custom audiences  Curated content  Considered purchase  Automated nurture campaigns personalized to prospects to stay top-of-mind  Brand-reseller collaboration  Dedicated channel concierge to represent your outsourced marketing arm
    21. 21. Page 21 © 2014 Marketo, Inc.#mktgnation14 A Blueprint for High-Performance Channel Success Partner Recruiting Partner Activation OEM-led Demand Gen Partner-led Demand Gen CRM/PRM Integration Branded + Content Enablement Success in 6 Partner Recruiting Partner Activation OEM-led Demand Gen Partner-led Demand Gen CRM/PRM Integration Branded + Content Enablement Acquire and retain your most strategic partners Make your channel more productive, realize 100% active partner base Forecast partner demand accurately, gain real-time visibility into channel pipe Generate leads to distribute to your partners Enable your partner network to generate demand Ensure compliant and effective sell-through to the market 1 2 34 5 6
    22. 22. Page 22 © 2014 Marketo, Inc.#mktgnation14 Extending the Value of Your Marketo Instance Put TPMA on the lower shelf for Marketo users. Push campaigns and assets down to channel partners, execute on their behalf, and build pipeline and sales-ready opportunities. • Execute co-branded, customized campaigns through-partner • Publish co-branded, customized assets through-partner • Gain visibility into overall partner pipeline • Leverage existing investments in content, campaigns, deal registration, and partner ecosystems • Utilize CRM integration to help partners invest their time with the most actively interested prospects • Gain insight into which themes, messages, content and assets are working within the channel (and at what stage of the buyer’s journey) • Build a partner community with mass communication, alerts and notifications
    23. 23. Page 23 © 2014 Marketo, Inc.#mktgnation14 How it Works: Object-Oriented Architecture
    24. 24. Page 24 © 2014 Marketo, Inc.#mktgnation14 Built for Integration
    25. 25. Page 25 © 2014 Marketo, Inc.#mktgnation14 Key Takeaways • 2014 brings greater shift to digital platforms in the channel • Marketing automation effective, levels the playing field • The 6 Cs blueprint is a proven method for generating demand in the channel • Campaign syndication provides economies of scale • Limitations reported by partners map directly to today’s channel marketing trends • There exists a conversion gap in the channel demand gen funnel that can be plugged by a TPMA solution • TPMA drives quantity and quality, helps to achieve top 3 goals for channel marketers: lead gen, thought leadership, new acquisition • Partner self-service tools are not enough, execution enablement key to success
    26. 26. Page 26 © 2014 Marketo, Inc.#mktgnation14
    27. 27. Page 27 © 2014 Marketo, Inc.#mktgnation14 Let’s Connect • Tweet me at @wileyccoyote • Dial me direct at +1 (469) 328-4492 • Text me at +1 (469) 328-4492 • Email me at courtneywiley@marketingadvocate.com • Connect with me on LinkedIn at www.linkedin.com/in/cdwiley/
    28. 28. Page 28 © 2014 Marketo, Inc.#mktgnation14 About Marketing Advocate Marketing Advocate accelerates revenue growth through the channel with its Through-Partner Marketing Automation (TPMA) software. The company’s industry-leading TPMA solution drives effective B2B channel marketing for many of the world’s largest brands, including HP, IBM, Microsoft, and NetApp. By maximizing lead efficiency, generating sales-ready leads, and building pipeline, Marketing Advocate helps global organizations turn channel marketing into a revenue driver. The company was recently recognized as a 2013 Gartner “Cool Vendor” and showcased as a corporation that is innovating sales and marketing techniques to help global IT providers go to market more effectively. For more information, visit MarketingAdvocate.com. sales@marketingadvocate.com
    29. 29. Thank You!
    30. 30. Page 30 © 2014 Marketo, Inc.#mktgnation14 List Augmentation, Nurture Campaign, Microsite Nurtured leads make 47% larger purchases than non-nurtured leads Source: http://www.impactbnd.com/20-eye-opening-statistics-on-lead-nurturing/