Key Channel Marketing Trends for 2014
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Access the slide deck from the “Key Channel Marketing Trends for 2014” Webinar. In addition to identifying growth initiatives in channel sales enablement tools and partner incentives, you’ll ...

Access the slide deck from the “Key Channel Marketing Trends for 2014” Webinar. In addition to identifying growth initiatives in channel sales enablement tools and partner incentives, you’ll also gain insight into vendor channel strategies for the calendar year. Guest speakers include Todd Lebo, Senior Marketing Director for Ascend2, and Ian Pennell, Chief Sales Officer for Marketing Advocate.

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Key Channel Marketing Trends for 2014 Presentation Transcript

  • 1. Key Channel Marketing Trends for 2014 Todd Lebo, Senior Director of Marketing, Ascend2 Ian Pennell, Chief Sales Officer, Marketing Advocate February 26, 2014 #AskTPMA blog.marketingadvocate.com
  • 2. Guest Speakers Todd Lebo, Senior Director of Marketing todd@ascend2.com @ToddLebo Ian Pennell, Chief Sales Officer Marketing Advocate ianpennell@marketingadvocate.com @TPMASoftware Host: Courtney Wiley, Vice President of Marketing Marketing Advocate courtneywiley@marketingadvocate.com @wileyccoyote 2 Copyright © 2014, Marketing Advocate. All rights reserved. #AskTPMA
  • 3. Lead Gen* Still Focus in 2014, Brings New Shift to Digital Platforms 90% Percentage of Marketers Planning To Increase Digital Spending 80% 70% 79.90% 60% 50% 40% 30% 67.00% 20% 10% 0% Lead generation Thought leadership B2B marketers as a whole Customer acquisition 2014 2013 Channel marketers 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.** *Source: The Channel Company and Holger Schulze, group owner of the 50,000member B2B Technology Marketing Community on LinkedIn. **Source: Ad Age’s 2014 B2B Outlook: Marketing Priorities & Plans Survey 3 Copyright © 2014, Marketing Advocate. All rights reserved. #AskTPMA
  • 4. In the Channel, Lead Gen Does Not Equal Lead Conversion Decline in lead conversion represents a known gap in the sales cycle for channeloriented firms. How do channel marketing execs plug the gap? 4 Copyright © 2014, Marketing Advocate. All rights reserved. #AskTPMA
  • 5. The Holy Grail of Channel Demand Generation: Quantity + Quality Increase number of leads Improve quality of leads What are the MOST IMPORTANT OBJECTIVES for your inbound marketing strategy in the year ahead? Increase conversion rate Increase product awareness Increase website visits Improve search rankings Reorient your marketing enablement program to target line-ofbusiness customers.* Partner marketing enablement is all the rage. Forrester’s data shows clearly that the buying center is shifting away from the IT organization to the line of business decision-maker. Increase quality by targeting the LOB buyer persona. Increase retention rate Improve analytics/reporting Reduce marketing costs 0% *Source: Forrester Research, Inc., “Cloud Channel Trends, 2013-2014 Enterprise 20% 40% 60% SMB Source: Inbound Marketing Benchmark Survey, Ascend2 in partnership with Marketing Advocate, published Nov. 2013, N=519 5 Copyright © 2014, Marketing Advocate. All rights reserved. #AskTPMA 80%
  • 6. Automation Provides A Strategic Opportunity to Compete in the Channel Almost half of survey respondents employ limited use of MAPs today Marketing automation is leveling the playing field for smaller companies. But don’t invest in marketing automation for the sake of investing. Partner with an agency vendor whose specialty is channel demand generation. 50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% Extensive use of marketing automation Limited use of marketing automation Enterprise We don’t use marketing automation SMB Source: Inbound Marketing Benchmark Survey, Ascend2 in partnership with Marketing Advocate, published Nov. 2013, N=519 6 Copyright © 2014, Marketing Advocate. All rights reserved. #AskTPMA
  • 7. Creating Content is Not Only the Most Effective Tactic, It’s Also the Most Difficult to Execute Content creation/marketing What are the MOST DIFFICULT TACTICS to execute for inbound marketing purposes? 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 decisionmaker (business value, business outcome, economic model, etc.). Lead nurturing and scoring Search engine optimization Use of marketing automation Social media/networking Blogging or guest blogging Press and public relations Outbound mktg integration Social sharing buttons 0% 10% 20% 30% 40% 50% 60% 70% *Source: Forrester Research, Inc., “Cloud Channel Trends, 2013-2014” Enterprise SMB Source: Inbound Marketing Benchmark Survey, Ascend2 in partnership with Marketing Advocate, published Nov. 2013, N=519 7 Copyright © 2014, Marketing Advocate. All rights reserved. #AskTPMA
  • 8. Marketing Limitations Reported by Channel VARs, Execution is Key To Success Source: Forrester Research, Inc., “Tech Channel Marketing Trends 2012” 8 Copyright © 2014, Marketing Advocate. All rights reserved. #AskTPMA
  • 9. One Trend NOT Seeing an Increase in 2014: Partner Use of Self-Service Tools Source: IPED Partner Enablement & Marketing Study, The Channel Company 9 Copyright © 2014, Marketing Advocate. All rights reserved. #AskTPMA
  • 10. 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. 10 Copyright © 2014, Marketing Advocate. All rights reserved. #AskTPMA
  • 11. Through-Partner Marketing Automation (TPMA) Encapsulates Today’s Trends A Proprietary Digital Demand Generation & Channel Sales Enablement Process      11 Local, custom audiences Curated content Considered purchase Automated nurture campaigns personalized to prospects to stay top-of-mind Brand-reseller collaboration Copyright © 2014, Marketing Advocate. All rights reserved. #AskTPMA
  • 12. Key Takeaways • 2014 brings greater shift to digital platforms in the channel – • • • • • • • 12 Marketing automation effective, levels the playing field Buying center is shifting away from IT to LOB Look for GTM orgs to incentivize partners’ marketing performance There exists a conversion gap in the channel demand gen funnel that can be plugged Limitations reported by partners map directly to today’s channel marketing trends TPMA drives quantity and quality, helps to achieve top 3 goals for channel marketers: lead gen, thought leadership, new acq Content marketing done well can yield great results Partner self-service tools are not enough, execution enablement key to success Copyright © 2014, Marketing Advocate. All rights reserved. #AskTPMA
  • 13. 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 13 Copyright © 2014, Marketing Advocate. All rights reserved. #AskTPMA