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Alliance Marketing Report 2014

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Results from our new study on Alliance Marketing are now available!

Our B2B Technology Marketing Community on LinkedIn conducted this study on alliance marketing to better understand how B2B marketers are adjusting to new alliance marketing challenges, and to identify new trends and best practices.

Here are the Top-5 Trends in Alliance Marketing (for more details download the report):

1 - Revenue generation (87 percent), demand generation (72 percent) and joint sales engagement (66 percent) top the list of alliance marketing program goals.
2 - Lack of partner commitment is the greatest alliance marketing challenge (42 percent), followed by lack of resources (39 percent).
3 - The top three alliance marketing tactics are demand generation (68 percent), followed by content development (50 percent) and lead nurturing (50 percent).
4 - A majority of alliance professionals (62 percent) expect the number of partners they work with to increase over the next 12 months.
5 - Fifty percent of respondents expect alliance marketing budgets to increase over the next 24 months.

Thanks to everyone who participated in the survey!

PS: Many thanks to IDG Enterprise for sponsoring this research:

IDG Enterprise | http://www.idgenterprise.com/alliance-marketing-services
IDG Enterprise Alliance Marketing Services (AMS) provides leading-edge converged marketing solutions, enabling tech marketers to create, elevate and communicate the value of their partnerships. As a full consultative group, AMS offers a robust portfolio of turnkey solutions that can supplement ongoing alliance marketing initiatives including: research based programs, content development, brand messaging, social marketing services, lead generation and nurturing, custom executive events and more. By leveraging the combination of marketing services expertise with the full portfolio of the IDG Enterprise premium media brands (Computerworld, InfoWorld, Network World, CIO, DEMO, CSO, CIO Executive Council, ITworld, CFOworld and CITEworld), the AMS team creates valuable solutions to help our customers to succeed in their alliance marketing endeavors. For more information visit our website, or contact Michael Latchford at mlatchford@idgenteprise.com or 508.766.5376.

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Alliance Marketing Report 2014

  1. 1. Sponsored by Technology Marketing Group Partner 2014 survey results ALLIANCEMARKETING REPORT
  2. 2. ALLIANCE MARKETING REPORT | Read the 2014 survey results 2 We would like to thank our sponsor for supporting the Alliance Marketing Report: IDG Enterprise | www.idgenterprise.com IDG Enterprise brings together the unique brands (Computerworld, InfoWorld, Network World, CIO, DEMO, CSO, CIO Executive Council, ITworld, CFOworld and CITEworld) to serve the information needs of our IT and security-focused audiences. By leveraging the strengths of each individual brand, while simultaneously harnessing their collective reach and audience affinity, we provide market leadership and media best practices for our marketing customers to engage their customers across our portfolio. IDG Enterprise Alliance Marketing Services (AMS) provides leading-edge converged marketing solutions, enabling tech marketers to create, elevate and communicate the value of their partnerships. As a full consultative group, AMS offers a robust portfolio of turnkey solutions that can supplement ongoing alliance marketing initiatives including: research based programs, content development, brand messaging, social marketing services, lead generation and nurturing, custom executive events and more. By leveraging the combination of marketing services expertise with the full portfolio of the IDG Enterprise premium media brands, the AMS team creates valuable solutions to help our customers to succeed in their alliance marketing endeavors. SPONSOR
  3. 3. ALLIANCE MARKETING REPORT | Read the 2014 survey results 3 Alliance Marketing is becoming more critical to the success of companies. To gain better insight into the state of Alliance Marketing in our industry, we conducted a brand-new survey to explore goals and challenges of alliance programs, how the success of alliance partnerships is evaluated, what marketing tactics are being used, and how funding occurs across alliance marketing programs. The results are compiled in this easy to digest, information-rich report - providing you with fresh, valuable insight and metrics to benchmark your own alliance marketing efforts against. Key findings include: • Revenue, demand generation and joint sales engagement top the list of alliance program goals. • Lack of partner commitment and resources are the biggest challenges faced by alliance marketers. • The top alliance marketing tactics are demand generation, content development and lead nurturing. • A majority of alliance professionals expect their number of partners to increase over the next 12 months. For this report we leveraged the combined wisdom of more than 60,000 B2B marketers in our B2B Technology Marketing Community on LinkedIn. Please feel free to share this survey report with your friends and colleagues. Thanks to everyone who participated in the survey! Holger Schulze B2B Technology Marketing Community hhschulze@gmail.com Welcome to the Alliance Marketing Report 2014! Introduction More B2B Marketing Reports
  4. 4. ALLIANCE MARKETING REPORT | Read the 2014 survey results 4 Revenue generation (87 percent), demand generation (72 percent) and joint sales engagement (66 percent) top the list of alliance marketing program goals Lack of partner commitment is the greatest alliance marketing challenge (42 percent), followed by lack of resources (39 percent) The top three alliance marketing tactics are demand generation (68 percent), followed by content development (50 percent) and lead nurturing (50 percent) A majority of alliance professionals (62 percent) expect the number of partners they work with to increase over the next 12 months Fifty percent of respondents expect alliance marketing budgets to increase over the next 24 months. Top-5 Trends in Alliance Marketing 1 2 3 4 5 SURVEY HIGHLIGHTS
  5. 5. ALLIANCE MARKETING REPORT | Read the 2014 survey results 5 Revenue generation tops the list of very important goals for alliance marketing and partner programs (87 percent). This is followed by demand generation (72 percent), and sales engagement and joint selling with partners (66 percent). Revenue generation Demand generation 0% 20% 40% 60% 80% 100% Very important Somewhat important Not important 87% New channels/routes to market Sales engagement and joint selling Thought leadership Co-branding/co-marketing Joint development of new products/offerings Creating share of voice/ conversation within social media when structuring an alliance marketing or partner program?Q1What are the most important goals
  6. 6. ALLIANCE MARKETING REPORT | Read the 2014 survey results 6 Lack of partner commitment is the greatest alliance marketing challenge (42 percent), followed by lack of resources (39 percent). 0% 10% 20% 30% 40% 50% 42%Lack of partner commitment Lack of resources Lack of strategy Difficult to focus resources/ program complexity Insufficient funds Lack of commercial success Not enough content that addresses the partner solution Too many partners with undifferentiated offerings Process is too cumbersome Lack of products/offerings or things to market and sell Not sure Other 39% 27% 26% 22% 20% 16% 14% 10% 9% 8% 8% with alliance marketing?Q2What are the greatest challenges
  7. 7. ALLIANCE MARKETING REPORT | Read the 2014 survey results 7 A plurality of 44 percent of respondents manages less than 10 partners. 28 percent manage between 10 and 49 partners. 16 percent manage more than 100 partners. 8% | 50-99 28% | 10-49 44% | Less than 10 8% | 100-499 8% | More than 500 4% | Not sure 44%manage less than 10 partners 16% manage more than 100 partners organization currently working with?Q3How many partners is your
  8. 8. ALLIANCE MARKETING REPORT | Read the 2014 survey results 8 62 percent expect the number of partners they work with to increase over the next 12 months. Only 3 percent expect a decline. 8% | Not sure 27% | Remain the same 62% | Increase 3% | Decrease 62%expect increase your organization is working with change over the next 12 months?Q4How will the number of partners
  9. 9. ALLIANCE MARKETING REPORT | Read the 2014 survey results 9 Hardware and software technology partners are the most important partner category for 59 percent of organizations. Strategic sales partners follow with 46 percent. 0% 20% 40% 60% 59%Technology partners (hardware, software) Strategic sales partners Service providers Not Sure Other Channel/ resellers/VARs 46% Consultants/ system integrators 39% 40% 44% 3% 3% Q5partner categories? What are the most important
  10. 10. ALLIANCE MARKETING REPORT | Read the 2014 survey results 10 A third of organizations allocate 10 percent of overall marketing budget to alliance marketing activities (not including funds contributed by partners). About 60 percent of organizations allocate 20 percent or more. 0 20 30 40 50 60 70 80 90 100 0% 5% 10% 15% 20% 25% 30% 10 8% 33% 22% 16% 8% 6% 2% 1% 1% 1% 2% 35% Share of marketing budget [%] Share of responses [%] Q6allocated to alliance marketing activities? How much marketing budget is
  11. 11. ALLIANCE MARKETING REPORT | Read the 2014 survey results 11 50 percent expect alliance marketing budgets to increase over the next 24 months. Only 6 percent expect a decline. For a third of organizations budgets will stay flat. 12% | Not sure 33% | Remain the same 50% | Increase 6% | Decrease 50%expect budgets to increase Q7 change over the next 24 months? How will alliance marketing budgets
  12. 12. ALLIANCE MARKETING REPORT | Read the 2014 survey results 12 In the next 12 months, 68 percent of alliance marketing organizations will spend alliance marketing budget on demand generation, followed by content development (50 percent) and lead nurturing (50 percent). 0% 20% 40% 60% 80% 68%Demand generation Content development Lead nurturing Thought leadership Branding Social media presence Not sure Other 50% 50% 38% 32% 28% 6% 4% Q8tactics in the next 12 months? What are the top 3 alliance marketing
  13. 13. ALLIANCE MARKETING REPORT | Read the 2014 survey results 13 The majority of organizations measure alliance ROI by total recognized revenue (54 percent). 51 percent of organizations measure ROI by the number of qualified leads generated. However, more than one third of respondents don’t, or have difficulty measuring ROI. 0% 20% 40% 60% 54%Total recognized revenue Overall number of qualified leads generated We have difficulty measuring ROI Feedback from the alliance sales team Not sure Other 51% 28% 29% 3% 7% We don't measure ROI 7% 36% don't or have difficulty measuring ROI Q9ROI measured? How is alliance marketing
  14. 14. ALLIANCE MARKETING REPORT | Read the 2014 survey results 14 The top 3 marketing tactics considered for outsourcing are video production (40 percent), event planning and execution (31 percent), and lead generation (29 percent), while 20 percent will keep all efforts in-house. 0% 10% 20% 30% 40% 40% Events-planning/execution Lead generation Social media services Marketing campaign & program strategy Development of messaging and creative Creation of advertising units Lead nurturing/scoring None Custom content creation for use on third party sites/channels Planning and management services for search optimization (SEO/SEM) Video production 29% 31% 28% 25% 24% 24% 23% 17% 15% 20% Q10marketing tactics is your organization planning to outsource in the next 12 months? Which of the following alliance
  15. 15. ALLIANCE MARKETING REPORT | Read the 2014 survey results 15 Q11alliance marketing budget be allocated in the next 12 months? How will your organization’s On average, 33 percent of alliance marketing budgets are applied to in-house created programs. 27 percent will be allocated to partners and 26 percent to agencies. 14% | Other 27% | Partner funds 33% | In-house 26% | Agency 33%budgets applied in-house
  16. 16. ALLIANCE MARKETING REPORT | Read the 2014 survey results 16 For 42 percent of organizations, MDF funding varies depending on the partnership. 30 percent of organizations split or share MDF with partners. 28 percent of MDFs are funded by the company. 0% 10% 20% 40%30% 50% 42%Depends on the partnership Split or shares with your partners Not sure 100% partner funded Other Funded by my company 30% 28% 9% 16% 3% Q12Funds (MDF) be funded in the next 12 months? How will Marketing Development
  17. 17. ALLIANCE MARKETING REPORT | Read the 2014 survey results 17 The most common period of time before expiration of MDF funds is 6 to 12 months. 1-3 months 0% 10% 20% 30% 40% 14% 11%12% 17% 45% 50% 3-6 months 6-12 months 12+ months They don’t expire Q13How fast do MDF funds expire?
  18. 18. ALLIANCE MARKETING REPORT | Read the 2014 survey results 18 49 percent of organizations did not let any MDF funds go unused. 39 percent of organizations lost up to 30 percent of their MDF funds. 0 0% 10% 20% 30% 40% 49% 14% 14% 50% 10 20 11% 30 3% 40 5% 50 1% 1% 1% 60 70 80 90 100 39% Share of MDF budget that went unused Share of responses Q14went unused last year? How much MDF funds
  19. 19. ALLIANCE MARKETING REPORT | Read the 2014 survey results 19 The ability to understand an organization’s business goals and objectives is the biggest factor to be considered a strategic partner for 48 percent of organizations. 0% 10% 20% 30% 40% 50% 48%Ability to understand my business goals and objectives Acts as my advocate within their company Insight and expertise on technology trends and directions Knowledge of their competitors/ competitive offerings Post-sales support and service Advanced notice on product/ service changes Knowledge of my vertical industry Other Knowledge of their product portfolio Peer references Customer service/response time Not sure 35% 44% 27% 21% 19% 15% 15% 13% 12% 11% 10% Partner commitment was the most mentioned factor among the "Other" responses. Q15what is the difference between a partner and a strategic partner?
  20. 20. ALLIANCE MARKETING REPORT | Read the 2014 survey results 20 Only 17 percent of respondents consider social media to be very or extremely effective in driving demand or leads. 33 percent consider social media somewhat effective, and 35 percent characterize it as ineffective. Extremely effective 0% 10% 20% 30% 25% 10% 15% 5% 12% 33% 35% 25% 15% 5% Very effective Somewhat effective Not very effective Not at all effective Not sure 17% 35% Q16driving demand and leads for your organization’s alliance marketing programs? How effective is social media IN
  21. 21. ALLIANCE MARKETING REPORT | Read the 2014 survey results 21 Q17budget is used for the following categories? What percentage of your alliance 0 5 10 15 20 25 30 35 MDF/BDF/ Co-op Funds SPIFF Rebates Other 29% 26% 24% 21% On average, alliance dollars are split somewhat evenly across the different types of funding categories.
  22. 22. ALLIANCE MARKETING REPORT | Read the 2014 survey results 22 The majority of survey responses are from technology vendors (44 percent), followed by consulting firms and system integrators (20 percent). 0% 20% 30%10% 40% 50% 44%Technology vendor Consulting firm and/or systems integrator Marketing services/ advertising agency Other Channel/reseller company 20% 18% 9% 9% Q18best describes your organization? Which of the following
  23. 23. ALLIANCE MARKETING REPORT | Read the 2014 survey results 23 The majority of survey respondents set marketing strategy or direction in their organizations (77 percent). 69 percent execute marketing campaigns, and 64 percent of respondents evaluate and recommend media channels, programs and partners. 0% 40%20% 60% 80% 77%Setting marketing strategy or direction Executing marketing campaigns Evaluating/recommending media channels, programs, partners Authorizing investments in media channels programs and partners Setting budgets Not involved Other 69% 64% 43% 40% 5% 2% Q19marketing decisions for your organization? How are you involved in the
  24. 24. ALLIANCE MARKETING REPORT | Read the 2014 survey results 24 56 percent of respondents are part of marketing communications teams, followed by partner alliance marketing (49 percent) and product solutions marketing (also 49 percent). 0% 20% 40% 60% 56%Marketing communications Product solutions marketing Partner alliance marketing Corporate marketing Channel marketing Sales Field marketing Product management CEO/president/owner Other 16% 26% 33% 41% 42% 47% 49% 49% 2% Q20are you aligned with? Which functional area
  25. 25. ALLIANCE MARKETING REPORT | Read the 2014 survey results 25 61 percent of respondents are managing their company’s alliance marketing relationships and programs. 53 percent promote and 47 percent explore alliance marketing relationships and programs. 0% 20% 40% 60% 80% 61%Manage Promote Explore Establish Not involved Other 9% 43% 47% 53% 3% Q21alliance marketing relationships and programs? What is your role in your company’s
  26. 26. ALLIANCE MARKETING REPORT | Read the 2014 survey results 26 The survey was conducted in January 2014. Here is the detailed breakdown of the 327 respondents demographics. High Tech Business Services Other Advertising/Marketing PR/Media Telecommunications & Utilities What industry is your company in? 0% 10% 20% 30% 40% 50% 44% 17% 16% 5% 18% CEO/President/Owner Consultant Other What is your job title? Director Manager 0% 10% 20% 30% 40% 50% 35% 22% 16% 9% 18% Where do you live? 33% | EMEA 47% | NORAM 19% | APAC 1% | Other How many employees work at your company worldwide? 27% | 10-99 23% | Fewer than 10 19% | 100-999 7% | 1,000-4,999 7% | 5,000-9,999 6% | 10,000-49,999 9% | 50,000-99,999 5% | more than 100,000 SURVEY DEMOGRAPHICS
  27. 27. ALLIANCE MARKETING REPORT | Read the 2014 survey results 27 THANK YOU Many thanks to everybody who participated in this survey. If you are interested in co-sponsoring upcoming focus reports (or creating your own custom report) based on the wisdom of more than 60,000 members in our B2B Technology Marketing Community, please contact Holger Schulze at hhschulze@gmail.com. About the B2B Technology Marketing Community on LinkedIn With more than 60,000 members, the B2B Technology Marketing Community is the single largest LinkedIn group exclusively focused on B2B technology marketing topics. This group is ideal for marketing professionals in B2B high-tech industries to enable networking, sharing of ideas, best practices and opportunities. Click to join the B2B Technology Marketing Community on LinkedIn Technology Marketing Group Partner Contact the Author Holger Schulze B2B Technology Marketing Community Email: hhschulze@gmail.com

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