This document summarizes a presentation on using incentive programs to accelerate partners' digital transformation. It discusses assessing the current state of partners' demand generation and skills, aligning incentive programs to partners' sales processes and the buyers' journey, and developing a framework to incentivize key partner activities and behaviors at individual and company levels. The framework involves identifying target activities, tagging them as influencing individuals or companies, selecting appropriate incentive types, applying benchmark incentive rates, and measuring programs. The goal is to use incentives to drive partners' marketing certification, demand creation, opportunity registration, deal closing, and renewals behaviors.
Salesforce Partner Marketing Power Hour - Mai Tran - February 18, 2015Eddy Perez
Join the Salesforce Partner Marketing team every Wednesday 9am-10am PT for a jam-packed hour of insight and inspiration!
Here's what we had in store for the first week:
10-Minute Marketer Insights: Customer Marketing Excellence with Mai Tran Green, Director, Customer Engagement & Marketing at Salesforce
10-Minute Q&A: Ask your best questions about Salesforce's awesome customer marketing
10-Minute Updates: A few insights to help you be an in-the-know Salesforce ecosystem marketer
10-Minute App Reviews: Live reviews of 2-3 AppExchange listings (apps or services)
20-Minute Open Q&A: Open forum for partner marketing-related questions - if we don't have an answer, we'll find it and follow up
Who is Mai Tran Green?
@maitran, in/maitran
Improve your revenue by engaging in true Sales Enablement. Sales Enablement can help you generate and close more leads, faster. Look for a Sales Enablement tool that provides you a 360 degree view of prospects and covers every aspect of sales and marketing including lead generation, demand generation, drip campaign, blogging and social media posting.
This presentation explains how investing in an integrated Marketing Automation and Sales Enablement solution can bring you more leads and close more sales.
Marketing Math: Key Metrics to Maximize Marketing DollarsKaren Marchetti
All of the marketing math equations you've probably heard about -- but never really understood, including:
- MARKETING PROGRAM ANALYSIS metrics: Marketing Contribution, Return on Investment (ROI), Social Media Engagement, Conversion Rates, Revenue Per Email, Revenue to Expense Ratios
- MARKETING PLANNING metrics: Budgeting formulas, Breakeven Analysis, Cost Per Acquisition (CPA)
- CUSTOMER ANALYSIS: Lifetime Value
If you're unsure about:
- The difference between Gross Revenue and Net Revenue
- How to compute Gross Profit or ROI
- Whether you're creating the most effective marketing budget
- Whether you're analyzing your marketing programs effectively
This presentation will help, and is a great resource for every marketer!
Salesforce Partner Marketing Power Hour - Mai Tran - February 18, 2015Eddy Perez
Join the Salesforce Partner Marketing team every Wednesday 9am-10am PT for a jam-packed hour of insight and inspiration!
Here's what we had in store for the first week:
10-Minute Marketer Insights: Customer Marketing Excellence with Mai Tran Green, Director, Customer Engagement & Marketing at Salesforce
10-Minute Q&A: Ask your best questions about Salesforce's awesome customer marketing
10-Minute Updates: A few insights to help you be an in-the-know Salesforce ecosystem marketer
10-Minute App Reviews: Live reviews of 2-3 AppExchange listings (apps or services)
20-Minute Open Q&A: Open forum for partner marketing-related questions - if we don't have an answer, we'll find it and follow up
Who is Mai Tran Green?
@maitran, in/maitran
Improve your revenue by engaging in true Sales Enablement. Sales Enablement can help you generate and close more leads, faster. Look for a Sales Enablement tool that provides you a 360 degree view of prospects and covers every aspect of sales and marketing including lead generation, demand generation, drip campaign, blogging and social media posting.
This presentation explains how investing in an integrated Marketing Automation and Sales Enablement solution can bring you more leads and close more sales.
Marketing Math: Key Metrics to Maximize Marketing DollarsKaren Marchetti
All of the marketing math equations you've probably heard about -- but never really understood, including:
- MARKETING PROGRAM ANALYSIS metrics: Marketing Contribution, Return on Investment (ROI), Social Media Engagement, Conversion Rates, Revenue Per Email, Revenue to Expense Ratios
- MARKETING PLANNING metrics: Budgeting formulas, Breakeven Analysis, Cost Per Acquisition (CPA)
- CUSTOMER ANALYSIS: Lifetime Value
If you're unsure about:
- The difference between Gross Revenue and Net Revenue
- How to compute Gross Profit or ROI
- Whether you're creating the most effective marketing budget
- Whether you're analyzing your marketing programs effectively
This presentation will help, and is a great resource for every marketer!
Watch this webinar to learn from industry expert Laz Gonzalez, what companies need to do for the channel sales model to work and how they can make it easier for channel partners to sell.
Harnessing the full power of social media to drive customer loyalty Lenati
An often overlooked tool when developing a customer loyalty strategy is social media. This presentation describes how you can develop your social media CRM strategy to enhance and maximize customer loyalty.
Mindmatrix has partnered with TMCnet to bring you that Blueprint through its webinar “Driving Partner Engagement using PRM and Sales Enablement Technologies“. This webinar offers a 7-step game plan to drive partner engagement using PRM and partner sales enablement technologies.
How to Improve Your Loyalty Program
Refresh yourself on new trends and why loyalty programs are important. Whether you’re just starting out with a customer loyalty initiative or you recognize that the one you already have needs reworked, this presentation will provide valuable insight into where your next steps should be.
Who is Customer Insight Group, Inc.?
Customer Insight Group is a leader in building brand loyalty for the world’s most influential and valuable brands. We help companies engage, keep and grow more profitable customer relationships. We leverage customer insight to deliver the right message to the right customer via the right channel at the right time. The bottom line is we focus your marketing dollars to get the biggest bang for your buck. The result? Long-term customer relationships and maximized margins.
More Resources:
Loyalty Blog: http://www.customerinsightgroup.com/loyaltyblog/
Loyalty eBooks: http://www.customerinsightgroup.com/white-papers
Loyalty Workshops: http://www.customerinsightgroup.com/custom-loyalty-workshops
Loyalty Program Audit: http://www.customerinsightgroup.com/don%E2%80%99t-enter-battle-customer-loyalty-unarmed-audit-your-loyalty-marketing-strategies
For an updated version of this presentation: https://www.slideshare.net/clearaction/embracing-marketing-operations-what-is-it-and-why-bother-127189818
Originally presented by Gary Katz
BrightTALK Marketing Operations Channel
September 26, 2008
See https://ClearAction.com
Marketing Automation: Nurturing, Prioritizing, and Recycling Leads to Convert...Demandum
Nurturing, Prioritizing, and Recycling Leads to Convert More Leads into Revenue
Improved lead management will create more demand for our products:
Leads get better follow-up through automated lead nurturing
Leads will better understand the benefits of our products
Our sales team can focus on selling to the highest quality leads
14 steps to build a professional reseller partner programDaniel Nilsson
Learn how to sell and promote your product / solution efficiently through a reseller partner network. The presentation gives you 14 detailed steps on how to build your own professional reseller partner program including tips and tools.
I created this presentation after doing extensive research on how to create professional partner programs. The data I have reviewed are from marketing experts, Gartner, reports, vendors and my own personal experience building several global partner programs.
The purpose of the presentation is to share my conclusions on how to build a successful partner program that works for any type of organization.
Please feel welcome to share your thoughts, insights or comments. I love feedback. You can send an email to info@daniel-one.com or visit my webpage www.daniel-one.com. I look forward to hear from you.
Some pictures can be a bit blurry when you view the presentation directly from the web. To see a high quality version of the presentation simply download it. If you have any questions please don't hesitate to contact me at www.daniel-one.com
Enhance your audiences knowledge with this well researched complete deck. Showcase all the important features of the deck with perfect visuals. This deck comprises of total of sixty two slides with each slide explained in detail. Each template comprises of professional diagrams and layouts. Our professional PowerPoint experts have also included icons, graphs and charts for your convenience. All you have to do is DOWNLOAD the deck. Make changes as per the requirement. Yes, these PPT slides are completely customizable. Edit the colour, text and font size. Add or delete the content from the slide. And leave your audience awestruck with the professionally designed Sales Enablement Channel Management Powerpoint Presentation Slides complete deck. https://bit.ly/3wfuS3J
Margaret Dawson defines integrated marketing and the required components of an integrated marketing plan. You can use this template to set up your marketing program for success. From performing a market analysis and SWOT to establishing the right strategies and objectives to establishing the right metrics - and then putting an action plan together based on all of that.
Watch this webinar to learn from industry expert Laz Gonzalez, what companies need to do for the channel sales model to work and how they can make it easier for channel partners to sell.
Harnessing the full power of social media to drive customer loyalty Lenati
An often overlooked tool when developing a customer loyalty strategy is social media. This presentation describes how you can develop your social media CRM strategy to enhance and maximize customer loyalty.
Mindmatrix has partnered with TMCnet to bring you that Blueprint through its webinar “Driving Partner Engagement using PRM and Sales Enablement Technologies“. This webinar offers a 7-step game plan to drive partner engagement using PRM and partner sales enablement technologies.
How to Improve Your Loyalty Program
Refresh yourself on new trends and why loyalty programs are important. Whether you’re just starting out with a customer loyalty initiative or you recognize that the one you already have needs reworked, this presentation will provide valuable insight into where your next steps should be.
Who is Customer Insight Group, Inc.?
Customer Insight Group is a leader in building brand loyalty for the world’s most influential and valuable brands. We help companies engage, keep and grow more profitable customer relationships. We leverage customer insight to deliver the right message to the right customer via the right channel at the right time. The bottom line is we focus your marketing dollars to get the biggest bang for your buck. The result? Long-term customer relationships and maximized margins.
More Resources:
Loyalty Blog: http://www.customerinsightgroup.com/loyaltyblog/
Loyalty eBooks: http://www.customerinsightgroup.com/white-papers
Loyalty Workshops: http://www.customerinsightgroup.com/custom-loyalty-workshops
Loyalty Program Audit: http://www.customerinsightgroup.com/don%E2%80%99t-enter-battle-customer-loyalty-unarmed-audit-your-loyalty-marketing-strategies
For an updated version of this presentation: https://www.slideshare.net/clearaction/embracing-marketing-operations-what-is-it-and-why-bother-127189818
Originally presented by Gary Katz
BrightTALK Marketing Operations Channel
September 26, 2008
See https://ClearAction.com
Marketing Automation: Nurturing, Prioritizing, and Recycling Leads to Convert...Demandum
Nurturing, Prioritizing, and Recycling Leads to Convert More Leads into Revenue
Improved lead management will create more demand for our products:
Leads get better follow-up through automated lead nurturing
Leads will better understand the benefits of our products
Our sales team can focus on selling to the highest quality leads
14 steps to build a professional reseller partner programDaniel Nilsson
Learn how to sell and promote your product / solution efficiently through a reseller partner network. The presentation gives you 14 detailed steps on how to build your own professional reseller partner program including tips and tools.
I created this presentation after doing extensive research on how to create professional partner programs. The data I have reviewed are from marketing experts, Gartner, reports, vendors and my own personal experience building several global partner programs.
The purpose of the presentation is to share my conclusions on how to build a successful partner program that works for any type of organization.
Please feel welcome to share your thoughts, insights or comments. I love feedback. You can send an email to info@daniel-one.com or visit my webpage www.daniel-one.com. I look forward to hear from you.
Some pictures can be a bit blurry when you view the presentation directly from the web. To see a high quality version of the presentation simply download it. If you have any questions please don't hesitate to contact me at www.daniel-one.com
Enhance your audiences knowledge with this well researched complete deck. Showcase all the important features of the deck with perfect visuals. This deck comprises of total of sixty two slides with each slide explained in detail. Each template comprises of professional diagrams and layouts. Our professional PowerPoint experts have also included icons, graphs and charts for your convenience. All you have to do is DOWNLOAD the deck. Make changes as per the requirement. Yes, these PPT slides are completely customizable. Edit the colour, text and font size. Add or delete the content from the slide. And leave your audience awestruck with the professionally designed Sales Enablement Channel Management Powerpoint Presentation Slides complete deck. https://bit.ly/3wfuS3J
Margaret Dawson defines integrated marketing and the required components of an integrated marketing plan. You can use this template to set up your marketing program for success. From performing a market analysis and SWOT to establishing the right strategies and objectives to establishing the right metrics - and then putting an action plan together based on all of that.
Modern Affiliate Marketing Digital - Ebooks.pdfVLexus
In the vast realm of digital entrepreneurship, high ticket affiliate marketing stands out as a pathway to significant earnings. Unlike traditional affiliate marketing, high ticket affiliate marketing involves promoting and selling products with substantial price tags. The allure lies in the potential for higher commissions and, consequently, more substantial profits.
At its core, high ticket affiliate marketing follows the standard affiliate marketing model. Affiliates partner with companies to promote their products, earning a commission for every sale made through their unique affiliate link. The key difference is the value of the products being promoted, often ranging from hundreds to thousands of dollars.
CCI conducted a study in Q4 of 2012 to assess the utilization of various incentive program types and their relative importance and/or effectiveness as perceived by both the vendor community and its channel partners. The incentive program types spanned a broad range to include: Co-op/MDF, sales performance rebates, SPIFs, opportunity management, purchase incentives, and more. Separate surveys were tailored for vendor and partner audiences with the goal of identifying similarities, as well as differences, between the two (manufacturers/vendors and their channel partners). This presentation also addresses how the perception of incentive programs has evolved since CCI's 2010 survey. The results will surprise you!
Affiliate marketing is a performance-based marketing strategy that allows individuals or businesses (affiliates) to earn a commission by promoting and driving traffic to another company's products or services.
It operates on a revenue-sharing model, where affiliates are rewarded for each customer or lead they generate through their marketing efforts. This form of marketing has become a popular and effective way for businesses to expand their reach and increase sales without incurring upfront advertising costs.
The fundamental structure of affiliate marketing involves three key players: the merchant (seller or product creator), the affiliate (promoter or marketer), and the consumer. The process begins with the merchant creating an affiliate program, offering a commission to affiliates for each sale, click, or lead. Affiliates then join these programs and receive unique tracking links or codes that help the merchant attribute sales or actions to specific affiliates.
Affiliates employ various online marketing techniques to promote the merchant's products or services. This can include content marketing, social media promotion, email marketing, search engine optimization (SEO), and paid advertising.
What is affiliate marketing and How does it work
Affiliate marketing is a performance-based marketing strategy that allows individuals or businesses (affiliates) to earn a commission by promoting and driving traffic to another company's products or services.
It operates on a revenue-sharing model, where affiliates are rewarded for each customer or lead they generate through their marketing efforts. This form of marketing has become a popular and effective way for businesses to expand their reach and increase sales without incurring upfront advertising costs.
The fundamental structure of affiliate marketing involves three key players: the merchant (seller or product creator), the affiliate (promoter or marketer), and the consumer. The process begins with the merchant creating an affiliate program, offering a commission to affiliates for each sale, click, or lead. Affiliates then join these programs and receive unique tracking links or codes that help the merchant attribute sales or actions to specific affiliates.
In this on-demand seminar HubSpot and BrainSell provide actionable tips to create a Smarketing (Sales + Marketing) approach to automating your business and revenue growth.
Parth\'s in it\'s endeavour to manage sales effectively with real time communication tools ,developed the crm,which will guide companies towards excellence in customer relationship.
Strategies for Managing Sales Teams: How to find, select and compensate these...MaRS Discovery District
Hiring, managing and compensating effective salespeople is one of the biggest challenges faced by young companies, it can also be the area where most executives have the least experience and the most discomfort from a management perspective. This practical, experience based session will work through the importance of identifying, sourcing and hiring the right person for the needs of your business, considerations in managing them, and structuring compensation plans to incent the right results, and protecting the company's ability to turn a profit.
Helen Robert and Lynn Cameron, Managing Partners of TechEdge, and
Margo Crawford, President & CEO, Business Sherpa
Cracking the Code- Demystifying Affiliate Marketing for Profitcindyvos17
Affiliate marketing is a dynamic and lucrative online business model that allows individuals to earn commissions by promoting and selling other people's products or services. It operates on a performance-based structure, meaning affiliates only earn money when their promotional efforts result in a specific action, typically a sale or lead generation.
Similar to Accelerate Your Partners' Digital Transformation With Point-Based Rewards (20)
The First Annual Killer Content Awards recognize organizations that have raised the
bar in content marketing tactics. Winners were formally honored at an awards ceremony
April 24, 2012 in New York City at The Times Center, during DemandGen Report’s B2B Content2Conversion Conference, an industry-first educational and networking event focused on helping B2B marketers develop, map, measure and optimize content marketing strategies.
Experiential Retail: New Data Reveals the Opportunities (and Challenges) of T...G3 Communications
Access the full event here: https://event.on24.com/wcc/r/1943213/38846AF00F46D5307C0D6A919EC74D9C
"Retailers across categories are rethinking their brick-and-mortar strategies, shifting from pushing sales to building communities. In fact, new data from Retail TouchPoints and TimeTrade reveals that more brands are experimenting with pop-ups, product launch events, influencer events and classes to drive in-store traffic, build local engagement and even drive bottom-line results. During this webinar, RTP and TimeTrade will provide an exclusive first look at the results, delving into:
• Trends in experiential retail, including top tactics, promotion and amplification trends, and more;
• Common challenges in experiential strategy and execution; and
• Missed opportunities and areas where retailers can improve."
Building Customer Success With Enhanced Employee EngagementG3 Communications
Access the full event here: https://event.on24.com/wcc/r/1956171/6FBD87FB123A769E1C9499F4CDC6E922
"Successful retailers recognize that their front-line employees are much more than just shelf-stockers and cashiers: they are absolutely critical to creating the kind of unique, memorable customer experiences that differentiate a retail brand. Unless their employees feel that they are an engaged, vital part of the shopping experience, retailers are finding that it’s nearly impossible for them to execute on customer experience (CX) initiatives.
By tapping into the Voice of the Employee (VoE) — which involves collecting, managing and acting on employee feedback — and by linking it to Voice of the Customer (VoC) programs, retailers can get the data they need to enhance employee engagement. And with Millennials and Gen Z employees entering the workforce, their desire for finding connection and purpose at their jobs increases the necessity and value of such programs.
This Retail TouchPoints Connected Consumer Series webinar, sponsored by Medallia, will use real-world retailer examples to explore how VoE and VoC can be successfully linked, and how retailers can use the data and insights generated by these communication initiatives to build employee engagement, enhance the customer experience and boost the bottom line. Additionally, attendees will learn what’s needed to establish a VoE program; what to look for in a partner; and how best to use the information that the program generates to achieve desired business results."
Learn How Top Retailers are Winning the Last Mile With Delivery Experience Ma...G3 Communications
Access the full event here: https://event.on24.com/wcc/r/1959223/858371423C975CB61D19288C605A108C
"The last mile has become a customer experience battleground for retailers, but it’s one that brands can win. While Amazon has raised consumer expectations around delivery speed, what shoppers really want are delivery options tailored to their needs — including self-service options; visibility into where and how their delivery will arrive; and no-hassle resolution when issues do occur. Retailers that focus on last-mile improvements reap benefits such as higher NPS scores, increased AOV and greater customer loyalty.
In this Connected Consumer Series webinar from Retail TouchPoints, sponsored by Convey, attendees will learn how Delivery Experience Management (DEM) provides the single source of last-mile data and tools needed so that retailers can actively manage deliveries efficiently, at scale. Nearly 12% of all shipments encounter some kind of issue, from delays to damaged packages — retailers can either head off problems before they occur, or quickly resolve them to the customer’s satisfaction. With DEM, retailers can ensure customers get their orders how and when they expect, taking intelligent action to correct issues along the way and uphold brand promises.
DEM best practices from retailers including Grove Collaborative, Uncommon Goods and Neiman Marcus will illustrate how retailers can proactively turn around negative shipping experiences, and often avoid them altogether. Expert commentary from a leading industry analyst will identify key last mile challenges and reveal what retailers can do to address them, resulting in efficient transportation, top line growth, and happier customers."
Leveraging Omnichannel Trends for E-Commerce Marketplace SuccessG3 Communications
Access the full event here: https://event.on24.com/wcc/r/1963090/8D083B7B55462D75E842E96A689457C3
"From Amazon opening physical stores to Facebook opening a marketplace, the retail world is changing. Fast. And consumer behavior is the driving force behind much of that change. Brands and retailers have shifted toward “omnichannel” strategies across the retail landscape to target the increasing number of consumer touchpoints as well as the convergence of channels, business models and customer experiences. But e-commerce marketplaces are still a vital part of this changing landscape.
In this webinar, we’ll talk about recent consumer trends and specifically how brands and retailers can leverage e-commerce marketplaces to capitalize on them.
You’ll learn:
• An overview of omnichannel 2.0: Stores, delivery, mobile and voice
• Why marketplaces fit in well with current omnichannel trends
• Which domestic and international marketplaces you should consider
• How to win on marketplaces through more visibility
• And more"
The Store is Media: Reengineering Frontline Teams for the New Age of RetailG3 Communications
Access the full event here: https://event.on24.com/wcc/r/1963727/632C5E2064B82920B10916ACEA80499E
"The physical store is by far the most powerful media channel your brand has - a living, breathing, experiential story about your brand, your values and the things you sell. The new role of stores is not simply to distribute products, but to distribute remarkable and memorable experiences. The question is, who are the people entrusted with bringing your brand story to life? What cultural onboarding, training, skills and tools do your frontline staff need in order to be your stand-out storytellers - the trusted voice and face of your brand.
Join us on April 2 to learn how pioneering brands are reengineering their frontline teams for the new age of retail where the customer is king and experience is everything."
Access the full event here: https://event.on24.com/wcc/r/1828218/4A38B85D06648AB3305659E6CBC56924
This session will provide a blueprint of how top brands are integrating ecommerce, POS and order management to provide seamless a shopping experience across channels. By providing scenarios of real-life shopping journeys, the session would highlight how retail brands are using cloud systems to innovate and keep up with fast-moving market dynamics.
Customer Journey Mapping 2.0: Best Practices for Creating Differentiated Expe...G3 Communications
Access the full event here: https://event.on24.com/wcc/r/1830314/96CA67060DE107FBB5BB20AE05F86E56
"Let’s face it, customers don’t care about ""omnichannel"" - they just want a seamless and unified experience relevant to their needs. To meet customer expectations, retailers must consider the entire customer journey in their acquisition and retention strategies to optimize life time value. In this session, we will explore how to use customer journey mapping to design differentiated experiences across all customer-facing channels and share best practices for achieving a truly unified and seamless retail approach.
During this webinar we will discuss:
• The importance of customer journey mapping in today's retail world
• When and how to use customer journey mapping
• Architecting your customer journey map - the structure, data and process "
Location Intelligence - A Critical Tool in Retail Performance ManagementG3 Communications
Access the full event here: https://event.on24.com/wcc/r/1816077/DFF9ECD078983862B13E8F3DA3C7144A
Retailers have more data at their disposal than ever before. Every day new sources and types of data become available. It is critical that retailers are able to consume and analyze this data in order to understand the discrete success factors that drive store success. Location Intelligence combined with leading edge data science is how best in class retailers are finding insights they need to drive growth in today’s Unified Commerce environment. Join Gary Sankary from Esri and Joe Whitley from Environics Analytics to learn how advances in GIS technology and DataScience are enabling retailers to create interactive management decision support tools that that drive top line growth and bottom line performance.
Holiday Predictions: What to Expect Based on Data From 500 Million ShoppersG3 Communications
Access the full event here: https://event.on24.com/wcc/r/1817452/02D1B9BC132DB9B7D2D14665CC4B815D
The first in a succession of monthly holiday-focused webcasts, this session will help retailers prepare for the holiday shopping season ahead. Stay tuned for related online events in Q4 2018 and the anticipated Holiday Wrap Up in Q1 2019!
It’s the happiest time of the year, but it’s the busiest too, particularly for retailers. Every year, Salesforce analyzes data from 500 million shoppers to develop insights related to shopping behaviors during the holiday season. Last year, shoppers favored mobile to search for and purchase holiday gifts. AI-powered product recommendations demonstrated their value, driving a lift in overall transaction size for digital commerce. And every holiday season brings an element of surprise, such as the growing adoption of mobile combined with physical stores opting out of store hours on Thanksgiving Day or Black Friday.
Tune in to hear about what’s in store for retailers this holiday season and what retailers must do to capture the hearts, minds and wallets of today’s sophisticated shoppers. Listen to Salesforce’s Rick Kenney, Sr. Director, Industry Strategy and Insights and Caila Schwartz, Business Intelligence Senior Analyst, discuss shopper research trends and how to create impactful shopping experiences to set your business up for holiday success.
How to Leverage Funnel Metrics and Attribution Data for Your 2019 PlanningG3 Communications
Access the full event here: https://event.on24.com/wcc/r/1857248/435508AB175DDF720B1F0B902B23DB52
Believe it or not, it’s that time of year again.
Annual planning is a huge undertaking - laying out strategy and tactics to achieve your goals in the new year. But where should you start?
Start with the Full Circle Method: Planning, Achieving, Optimizing, and Evaluating. At the intersection of strategy, planning, and measurement, these four steps will help you study your breakthroughs and busts in 2018 and use those insights to plan for an amazing 2019. Come learn how successful companies have leveraged this data-driven framework to optimize their strategy, powered by funnel metrics and attribution data.
After this session, you will be ready to:
Derive insights from past campaign performance to plan next year’s campaigns
Layout a 4-part strategy to reach your goals
Create a marketing budget to support your 2019 objectives
With these tools, dive into your 2019 planning with confidence - following practical next steps and a proven success strategy.
Five Examples That Prove Personalized Marketing Doesn't Start with "Hello [Fi...G3 Communications
Access the full event here: https://event.on24.com/wcc/r/1851123/DEA043797F4B69BB82731C9B36A9B172
Everyone talks about the importance of personalizing the customer experience. But what does that really mean? Sure, you can greet people by name in email, but that feature has been around for a decade already. Today’s customer experience is bigger than email, and to your customer, true personalization is about
so much more than seeing their name.
After this session, you’ll be able to:
Identify new ways to personalize across your entire customer experience, including and beyond email
Maximize the most valuable customer data that exists in your different tools and systems
Strategize and coordinate with your internal teams to deliver more relevant, accurate, and productive customer and lead nurturing
The Payoffs of a Strategic Content Audit: The Gift That Keeps Giving for Unli...G3 Communications
Access the full event here: https://event.on24.com/wcc/r/1861706/5433650BDB199FF227EC5D4E2F2E72BC
"Does the task of identifying what existing content you can use for a new campaign bring on a cold sweat? Can you justify the cost of new content, without knowing exactly what you’ve got on hand? Content audits are the gifts that keep on giving, unwrapping new opportunities as you analyze the results and identify opportunities for targeting existing and new personas; diversifying your formats; and identifying neglected buying stages. The results of a custom audit can go further to give you laser focus on a specific campaign, a trending topic, or a new theme or persona. Presenting the results of a content audit can also help educate stakeholders and gain support for making investments in content marketing best practices.
Join Content4Demand and JLL to see how JLL examined its existing content to mine the gems it could use for its upcoming Future of Work (FOW) campaign.
Christine Elliott and Dana Harder will walk viewers through JLL’s successful custom content audit and discuss its value, including:
The importance of an audit as a foundational element for a cost-effective and best-in-class content strategy
The importance of identifying critical audit criteria to align to the desired outcomes
Content to be used for upcoming demand generation campaign
Providing data and insights on how content aligns to five campaign dimensions, service lines, and other strategic initiatives (like client maturity)
How the audit helped align existing content to the five Future of Work campaign dimensions and used scoring to determine depth of relevance
How applying additional custom criteria can create audit results that become a strategic weapon in advancing key marketing initiatives
JLL was able to instantly see where to allocate budget for new content development to achieve multiple campaign objectives.
Ready to uncover the secret treasures in your content library? Register for the webinar and learn to mine your content for a complete campaign.
Access the full event here: https://event.on24.com/wcc/r/1800767/5BE4BCB5AE64B938308E14343DA3B309
Learn how taking a truly partner-first approach pays off in the channel. Channel marketing and management expert Cameron Avery shows you how to engage and enable partners across their journey with modern digital marketing tactics that put their business in the spotlight. Join us to see how purpose-built tech plus a partner-first approach from start to finish delivers more revenue and ROI for you.
Access the full event here:
https://event.on24.com/wcc/r/1812978/8E56FF06B70D20F23162F0F26D49402F
In the digital age, the partner is in the driver's seat as they build the full solutions the customers are expecting. If you are looking to recruit, engage, empower, motivate, manage and support solution provider partners to grow sales, you'll need to adopt a lifecycle approach.
Mimicking the customer journey, the partner journey is defined as the complete sum of experiences partners go through when interacting with a vendor. Also like the customer buying-decision, data shows about 60% of a solution provider’s decision on what products to market, sell and support is completed before they engage in a vendor’s enrollment process.
Join us to discuss data around the partner journey:
Awareness: 70% of partners learn about new technologies via vendor events;
Consideration: On average partners consider 2 - 3 vendors against each other;
Decision: Technical evaluation is the most important element in their decision to bring on a new vendor;
Experience: People affect the experience the most (infrastructure second); and
Growth: On average, partners drop 10% of their vendors each year.
How RingCentral Optimized Account-Based Insights and Buyer Intelligence To Ra...G3 Communications
Access the full webcast here: https://dg-r.co/2L5QdrM
Data fuels every marketer’s strategy, but not all data is created equal. To be successful today, marketers need to be able to effectively analyze, optimize and maintain data accuracy as the first steps to gaining true insight. This is particularly true for account-based programs, where visibility into key decision makers is imperative. As the saying goes, “Garbage in, garbage out.” If the data going into your CRM is incomplete, incorrect or simply not the right data, any programs that rely on that data will deliver disappointing results.
During this webinar, David Cowings, Chief Marketing Data Scientist at RingCentral, and Chris Lynde, CEO of SaleScout Data Solutions, will share the steps needed to optimize buyer contact data and sales intelligence, with real-life insights from RingCentral’s demand gen data optimization process.
Engaging With Relevance At Scale: How Fluke Used AI To Transform Their Sales ...G3 Communications
Access the full webcast here: https://dg-r.co/2uiS82A
Fluke used AI-based insights to identify the right target accounts and engage them with hyper-personalized nurture and outbound using a combination of Lattice, Conversica and Eloqua – resulting in 48% higher engagement and greater opportunity creation in their target accounts.
Join our distinguished speakers to learn how Fluke used AI and data to improve segmentation and engage across different channels with hyper-personalized messaging.
Lessons From The State Of B2B Content Consumption & Demand Report And Real-Wo...G3 Communications
Access the full webcast here: https://dg-r.co/2LhxSVI
In this session, David Fortino, SVP of Audience and Product at NetLine, will discuss his observations on content consumption and demand based on findings from the company’s 2018 State of B2B Content Consumption and Demand Report. Fortino will dissect some of the stand-out data, such as consumption gap trends with C-level professionals and the significance of appealing to the larger active audience comprised of Individual Contributors.
The webcast will also feature Valerie Riley, Director of Marketing for ITProTV, who will share her experience and perspective on the efficacy of content syndication. Specifically, she will discuss:
* The challenges she faced to pilot a new, successful lead generation program prior to launching campaigns; and
* The winning strategy that led to over 1,500% ROI that can help other B2B marketers discover or expand their lead gen tactics.
The ABM Content Challenge: How to Balance Personalization and ScaleG3 Communications
Access the full webcast here: https://dg-r.co/2zBQYV7
The prospect of feeding the ABM content beast can be daunting. How do you scale the process of creating rich, engaging content that’s relevant for a single account?
There’s no simple answer, but this session will explore several useful techniques and tactics including:
• Repurposing on-demand content for targeted digital campaigns;
• Using webinars to engage buying teams, not just individuals;
• Developing a campaign mix for 1:1 programs into top accounts; and
• Applying an ABM framework to upsell and cross-sell customer accounts.
By combining a modular, issue-based approach to content with a combination of webinars and content hubs, you can engage a wide range of your top accounts while keeping the content beast at bay.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
2. #ChannelWeek
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3. February 25–27, 2019
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5. How are we doing?
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8. The Key Issues Impacting Transformation
Digital transformation of your
partner businesses requires
new skill sets, and partner
companies willing to adapt
and evolve
Digital transformation is
disrupting existing channel
financial and incentive models
across every sector, on a global
scale
Digital transformation has
created misalignment of your
partner’s sales process, with
the new digitally-connected
buyer’s journey
9. Can Be Addressed With “Incentive Engineering”
Behaviors are easier to track,
it is their collective impact that
improves channel performance
Incentives must be used to remove
the “friction” in the transformation
process to streamline lead to
revenue
You can change behaviors, and by
extension, the outcome of the
cumulative transformation motion
10. The Takeaway Today
A step-by-step approach to
identifying the most effective
combination of incentives at
the company, team, and
individual level - to deliver
partner results
Demonstrates that a sales is
the results on a number of
productive activities and
behaviors which when
properly orchestrated lead to
that sale
Aligning the partner’s sales
process to the buyers journey,
improving demand generation,
lead management, and
opportunity management;
accelerating time to revenue
11. Current State of Channel Demand
Business and market realities have created an unprecedented opportunity
12. Current State of Channel Demand
61%
of vendors report they offer
partner-generated lead
programs
61%
of vendors report they offer
vendor-generated lead
programs
41%
of vendors report they offer
referral lead programs
SiriusDecisions 2017 Global CMO Study
13. Top Challenges for Partners
72%
Inability to connect
offerings to buyer needs
and challenges
69%
Inability to differentiate
offerings from competition
or status quo
65%
Poor content quality or
inaccessibility for
lack of education
Command Center™
14. Current Marketing Automation Tool Utilization
SiriusDecisions CMM Tool Study
17%
of partners actually utilize
channel marketing and
management (CMM) platforms
10%
of partners actually possess
dedicated marketing resources.
Most only have a role
16. Three Key Areas to Focus On
The Buyer’s Journey
Partners identify and meet the buyer’s
information requirements.
Marketing Certification
Educate them on positioning an
offering with their target buyer.
Drive Behavior
Allocate the reward where the
effort is being made
18. Marketing Accreditation – The Basics
Basic Best Practices
- Identify the marketing role/associate at the partner
- Engage them with learning tracks and rewards
- Teach the basics of demand generation & nurturing
- Teach them to use your marketing automation tools
- Show them your campaign-in-a-box options
- Measure results and share with your audience
- Reward those who met or exceeded expectations
SiriusDecisions research indicates partners are three times more likely to respond to a demand creation
program offer after engaging in some form of marketing training
19. Marketing Fundamentals Education
Buyer’s journey, digital marketing, ABM, customer marketing, etc.
Marketing Sales
Demand Generation Content
Infographics, Articles,
Viral Videos, SEO, Web syndication
Lead Management Content
Whitepapers, Webinars,
Newsletters, Reports, eBooks
Opportunity Management Content
In-person Events, ROI Calculators, Demos,
Testimonials
Research
Options
Business
Problem
Explore
Solutions
Research
Vendors
Determine
Strategy
Build
Shortlist
Assess
ROI
Decision (1 Month)Consideration (3–4 Months)
The Buyer’s Journey
Awareness (1–2 Months)
20. Its Also About Play Execution
Step-by-step guide to the marketing campaign
21. Partners should be
taught to identify and
meet the buyer’s
information
requirements during
each stage of the buying
process.
Combine Marketing Skill Transfer and Vendor-Specific Information
The partner should be
taught to position an
offering with the target
buyer by showing how to
align the messaging to
the type of demand the
partner must try to
create.
Partners should be
trained to develop these
leads using multi-touch
lead-nurturing programs,
as well as learn to use
the four critical elements
in digital marketing.
The Buyer’s Journey Demand Type Multi-Touch
22. Marketing Accreditation – How to Get Started
Share Incentive
1,350 points ($150)
25 registered
attendees
Content deployed
on the partner
website
Email sent to
100 contacts
Create Incentive:
900 points ($100)
Creation within
the CMM platform
Learn Incentive:
450 points ($50)
Passed quiz in the
incentive center (with
training material)
Incentive
Event
Landing Page
+ Email
Content Syndication
Share MetricCreate MetricLearn Metric
Marketing
Activity
Passed
training/quiz in the
incentive center
Passed
training/quiz in the
incentive center
Creation or
Implementation of
the code
Selection within
the CMM platform
26. Enablement Pre-Sales Post-Sales
Commit
to
Change
Loose
Status Quo
Explore
Solutions
Research
Vendors
Determin
e
Strategy
Build
Shortlist
Assess
ROI
Decision (1 Month)Solution Stage (3–4 Months)
The Buyer’s Journey
Education Stage (1–2
Months)
Commit
to a
Solution
The Partner’s Sales Cycle
The Partner’s Sales Cycle Length
Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8
Through Partner
Marketing
Sales, Marketing &
Product Training
Demand
Generation
Deal
Registration
Lead
Follow-Up
Close Deal
Registration
Proof of
Concept
Renewals
Addt’l
Subscriptions
Month 1 Month 2 Month 3 Month 4
Aligning Your Partner’s Sales Process
27. Enablement Pre-Sales Post-Sales
The Partner’s Sales Cycle
Through Partner
Marketing
Sales, Marketing &
Product Training
Demand
Generation
Deal
Registration
Lead
Follow-Up
Close Deal
Registration
Appointment
Setting
Month 1 Month 2 Month 3 Month 4
Renewals
Addt’l
Subscriptions
Deal Reg Deal Close
Incentive Rate 0.50% 2.50%
$150 $750
# Deals Reg Closing Ratio Deals Closed Average Value Revenue
240
480
50%
50%
120
240
$30,000 $3,600,000
$7,200,000$30,000
Incremental Revenue $3,600,000
Accelerating Time to Revenue
State
Current
Future
28.
29. BTW - GAMIFICATION: noun gam·i·fi·ca·tion ˌgā-mə-fə-ˈkā-shən
Gamification in the channel is all about driving and rewarding activity
and behavior completion… it’s not about games
31. Understand your partner’s different profiles and business models
incentives to the selected
partner business model
because different partner
types require different
motivators.
Align
and select the different
personas within the
partners you want to
target
Identify
who you are trying to
influence, to then segment
your incentive program
accordingly
Understand
your partner audience and
determine which partners
types are in the best
position to achieve the
target results aligned to
channel objectives
Consider
32. Identify and Align Desired Behaviors at Individual and Company Levels
Financial Goal
• Increase sales revenue
• Increase pipeline contribution
• Customer retention
• Upsell and cross-sell
Partner Capabilities
• Certification/training completion
• Joint business planning
• Partner scorecard
• Increase program engagement
Demand Creation
• Closed-loop lead reporting
• Demand creation participation
• Increase partner generated leads
• Increase marketing contribution to pipeline
33. Influence Those Activities and Behaviors with Incentives
*Incentive/funding program types
Establish a comprehensive incentive strategy incorporating leading and lagging indicators of success, as
well as clear goals aligned to “who” is being incented, by aligning incentives to partner personas
Co-op Funds*
MDF Funds*
Revenue Achievement
Performance Rebates*
Volume Rebates*
SPIFFs*
Points-based Rewards*
Lagging Indicator Incentives
Can only be measured when ROI is reached
IncentiveTypes
Channel Incentive Types: Partner Team Individuals
Launch Funds* (discretionary)
Deal Registration
Onboarding Velocity
Certification/Specialization Achievement
Enablement/Engagement Incentives
MBO/KPI Incentives
(Persona-based: Sales, Mktg, Tech, Support, etc.)
Points-based Rewards*, Gamification
Leading Indicator Incentives
Can be measured and adjusted before ROI is reached
IncentivePrograms
Channel Incentive Programs: Partner Team Individuals
Incorporate leading and lagging indicators
34. Reward & Recognize with Intrinsic & Extrinsic Motivators
Research by IRF shows that financial (extrinsic) rewards can reduce the effect of meeting intrinsic goals, if they are not balanced*
Extrinsic MotivationIntrinsic Motivation
*2018 Study by the Incentive Research Foundation
36. The Incentive Framework – Activities & Behaviors
Sales Accreditation
Technical Certification
Enablement Pre-Sales Post-Sales
Marketing Certification
Partner Led Marketing
Demand Generation
Lead Follow-up
Opportunity Registration
Sales Pipeline
Pipeline Goal Attainment
Closed Deals
Additional Subscriptions
Renewals
The 3 key areas to impact partner sales effectiveness are: enablement, pre-sales, and post-sales.
37. The Incentive Framework – Tagging Company and Individual Level Influence
Sales Accreditation
Technical Certification
Enablement Pre-Sales Post-Sales
Marketing Certification
Partner Led Marketing
Demand Generation
Lead Follow-up
Opportunity Registration
Sales Pipeline
Pipeline Goal Attainment
Closed Deals
Additional Subscriptions
Renewals
I
CI
I
I
I
CC
C
I
I
C
Incentive Level
Individual
Company
I
C
All skills and behaviors should be measurable.
38. The Incentive Framework – Influencing Behavior
Sales Accreditation
Technical Certification
Enablement Pre-Sales Post-Sales
Marketing Certification
Partner Led Marketing
Demand Generation
Lead Follow-up
Opportunity Registration
Sales Pipeline
Pipeline Goal Attainment
Closed Deals
Additional Subscriptions
Renewals
Rewards
Co-Op
SPIFFsI
C MDF
Rebates
Rewards
I
RewardsI
RewardsI
I Rewards
CC
RebatesC
I Rewards
I
RebatesC
Incentive Level
Individual
Company
I
C
Incentive Type
Rewards
SPIFFs
Rebates
Co-Op
MDF
Apply the right incentive program to the behaviors you want to influence.
39. The Incentive Framework – Applying The Benchmark Incentive Rate
Sales Accreditation
Technical Certification
Enablement Pre-Sales Post-Sales
Marketing Certification
Partner Led Marketing
Demand Generation
Lead Follow-up
Opportunity Registration
Sales Pipeline
Pipeline Goal Attainment
Closed Deals
Additional Subscriptions
Renewals
Rewards
Co-Op
SPIFFsI
C MDF
Rebates
Rewards
I
RewardsI
RewardsI
I Rewards
CC
RebatesC
I Rewards
I
RebatesC
Incentive Level
Individual
Company
I
C
Incentive Type
Rewards
SPIFFs
Rebates
Co-Op
MDF
$300
$500
$300
3% to 5%
2%
0.5%
0.75%
1%
1% to 3%
1% to 2%
1.5%
2% to 3%
How much to invest?
% of revenue allocated
to incentive solution
And apply the right incentive value to each program.
40. Marketing Sales
Demand Generation Content
Infographics, Articles,
Viral Videos, SEO, Web syndication
Lead Management Content
Whitepapers, Webinars,
Newsletters, Reports, eBooks
Opportunity Management Content
In-person Events, ROI Calculators,
Demos, Testimonials
The Incentive Framework – Putting it all Together
Early Opportunity
Registration
Onboarding
Velocity
Demand
Creation
Certification/
Specialization
Enablement Pre-Sales Post-Sales
Appointment
Setting
Proof of
Concept
Deal Reg
Closing
+ Subscriptions
& Renewals
Research
Options
Business
Problem
Explore
Solutions
Research
Vendors
Determin
e
Strategy
Build
Shortlist
Assess
ROI
Decision (1 Month)Consideration (3–4 Months)The Buyer’s Journey Awareness (1–2 Months)
Reward for
partner on-
boarding within
the desired
timeframe
Reward for early
opportunity
registration from sales-
accepted leads once
approved
Reward for partners
reaching certification/
specialization goals
Reward for partner
marketing learning and
execution of demand
creation plays
Reward for each
appointment they set
and complete within 30
days of opportunity
registration
Reward for each
POC completed that
includes documentation
for how the POC will
be carried out
Reward for closing
deals, on total revenue,
participating solutions,
and alliance product
Reward for
additional
subscriptions
and renewals
The Partner’s Journey
Incentive Strategy
41. Check List
To Gain Greater Adoption, Take the Partner’s Perspective
What is the offer, What are the qualifications, What does the commitment look like
Profile Partners Against your Ideal Partner Profile to Understand:
Sales coverage, Marketing capabilities, Value added positioning
Define the Different Personas Within the Partner Organization
Executive team, Sales and marketing team, Product and support team
Segment Partners by Profile, Persona, and Go-To-Market
Use launch allowances and programs to accelerate time to revenue
Align Partner Incentives to the Partner Journey by Partner Type to Accelerate Time to Revenue
Recruitment and onboarding, Enablement, Demand generation
Define Incentive Types, Programs, and Personas to Drive Desired Behaviors
At the partner company, team, and individual level
Model, Track, Measure and Tune Activities, Behaviors, and Transactions
Programmatic, Behavioral, and financial program measurement
45. #ChannelWeek
Register for more sessions now thru August 24th!
Join Our Next Session: Bridging the Channel Gap: How Corporate Marketing Can
Align Activities With Channel Programs
webinars.demandgenreport.com/channel-week-series/2018
Wednesday, August 22nd
12:00 PM Eastern Time
Editor's Notes
Digital transformation is affecting every sector across every industry on a global scale. Specially demand generation professionals and channel marketers are increasingly seeing the value of adopting digital strategies to grow their business. Yet digital transformation of your partner businesses is a complex, multifaceted endeavor that warrants a new vision and new approaches to partner engagement and incentives. This is mainly due to partners lacking the digital sales and marketing skills to effectively market and sell the vendor’s solutions. One clear example is how digital transformation has created misalignment of your partner’s sales process, with the new digitally-connected buyer’s journey. As a matter of fact, according to a partners’ sales processes study by SiriusDecisions, a scant 12% of respondents stated they have modified their sales process to align with the new buyers journey. Enterprise organizations have never experienced this level of upheaval before, and established brands are scrambling to leverage their through-channel marketing automation technology to deliver ROI.
Never the less, the key issues impacting your digital marketing strategies can be addressed with what Forrester Calls “Incentive Engineering” - You can actually change partner behavior and the outcome of the cumulative transformation effort. Think about this, Forrester estimates that sales of through-channel marketing automation technology will climb at a 25% CAGR through 2023 to $1.6 billion. Yet a recent study by SiriusDecisions also revealed that the average utilization of TCMA solutions were under 17%. It’s therefore imperative that vendors engage their partners with comprehensive programs that incent them to take full advantage of these new digital solutions, because what is likely to have the biggest impact on the ROI of vendors investments is how eagerly partner companies adopt the digital marketing tools vendors support.
So today you will walk away from this webcast with a new channel incentive framework to help you increase and improve your partner’s utilization of your digital sales and marketing tools. This framework provides a step-by-step approach to identifying the most effective combination of incentives at the company, team, and individual level - to drive your digital marketing strategies. In doing this, we will demonstrate how a sales is the results on a number of productive activities and behaviors which when properly orchestrated lead to that sale. We will also review how to align your partner’s sales process to the new digital buyers journey, improving demand generation, lead management, and opportunity management; It’s time to REEVALUATE how you model and design your INCENTIVE PROGRAMS – as The days of only offering transaction-based incentives are gone forever.
Let’s start by taking a quick view at the current state of channel demand – as the lack of alignment and proper governance in channel demand management is resulting in inefficiencies, increased costs, lost revenue, and poor partner and buyer experiences. The fact is that Business and market realities have created an unprecedented opportunity for channel leaders to create value for their partner organizations
Marketing enablement is more important than ever before, because many channel organizations are increasingly shifting the responsibilities of demand creation to their channel partners. Everyone is doing it –as vendors who strive to expand sales breadth by adding more partners are also investing in these one- to-many, self-service TCMA tools that address partner marketing needs. Yet key limitations often prevent these programs from being successful.
Understanding your partner’s challenges associated with channel demand programs is critical for making the improvements required to ensure future success. Your partner’s challenges are many – one of the most critical ones is the partner’s inability to connect offerings to the new digital buyer’s needs and challenges. Yet getting partners to participate in learning tracks requires a concerted effort to engage them, and then lead them to the specific tracks they are in need of. The reality is that many of these challenges can be addressed through an interlock with portfolio marketing, and channel marketing’s enablement of partners through knowledge transfer.
To make matters more complex, only 10% of partners actually have a dedicated marketing resource. Most have a marketing role only - someone that does marketing among other things. The key takeaway here is that the partner’s marketing associate or role is a new persona to incent in the vendor/partner relationship. Because these partner marketing individuals lack the sales and marketing skills to effectively sell your solutions. Consequently, you must first identify, tag, and engage these individuals to increase their marketing skills and ensure proper execution.
So how can we gain a better understanding of partners’ marketing capabilities, and enable partners to use the digital marketing programs and tools vendor’s provide?
Let’s start by focusing on three key areas. First employ a marketing enablement/accreditation or certification program, to ensure partners acquire the skills they need to execute your digital marketing campaigns, and gain their commitment. BTW the top reason why partners are not able to connect offerings to buyer needs and challenges is the misalignment of the partners’ sales process to the digitally connected buyer’s journey. So that’s is the second focus area. 80% of Partners still use an activity based sales process that is totally disconnected from the buyers journey. Understanding your end-customer buyer’s journey and teaching partners how to engage buyers by aligning their sales cycle to the buyer's journey is vital to the success of your partner in this digitally-connected end-customer environment. Third, drive partner behavior using channel incentives as the currency to reward partners after completing the prior two focus areas, leading them to select the right play using the funds offered
Alright, so let’s look at how marketing certification is going to help transform partners into taking advantage of all your digital marketing tools. BTW marketing certification should be leveraged as a tool for raising partner commitment levels - for example, using marketing certification as a prerequisite for marketing development funds (MDF).
Let’s start with the basics. This type of education tracks targets the marketing role or individual within the partner organization, plus at least one other person who should be certified for participation in demand creation plays. First you need to Identify the marketing role/associate at the partner to then engage them with learning tracks that will teach the basics of demand generation and how to use your marketing automation tools, as well as your campaign-in-a-box options. The people who fill these new roles within partner organizations (and who are designated as marketing leads) should be the primary participants in your marketing certification training and incentive programs. The training should be scheduled to occur during a new product launch, partner on-boarding, or major campaign roll-outs. Second, measure the resulting number of trainings completed and share with your audience. Key metrics to consider include the number of certification programs offered, the number of partners who participate, the number of partners who achieve certification, and the range of skills and markets in the programs.
Then follow this with marketing fundamentals learning tracks- While partners do not need to be experts in every nuance of aligning marketing programs to prospective buyers, they must have a baseline set of skills that include educating partners on the common questions that customers will ask at each stage of the buyer’s journey. Common questions and objections can be inserted into a marketing playbook, or described to partners and stored in the partner portal for subsequent use. Second Describe the buyer personas who participates at each stage of the buyer’s journey and which assets can be used to meet their specific requirements. Third, help partners understand what type of demand they will be creating with prospects, which will determine their overall marketing and sales approach
Now you then need to follow that up with play execution alignment - Teach partners where to find assets in your marketing automation tool, and how to use them when executing marketing programs. If they will apply marketing development fund (MDF) incentives to request individual tactics/plays from a menu, show them how to access the menu and what processes to follow. Also help them understand what is included in each play they select, the duration of the play, and the reporting expectations.
Partners should be taught to identify and meet the buyer’s information requirements during each stage of the buying process. For each product being resold, a list should be provided of questions that partners should be prepared to answer at each stage using marketing assets (e.g., case studies, white papers, ROI calculators). These questions can be communicated to the partners through a one-page summary that addresses the broad phases of the buyer’s journey (education, solution, vendor selection). Suppliers should also train partners on buying roles (e.g., champions, ratifiers), the influence that these roles exert at various stages of the buying process, and how to customize the content or tactics for each role.
Now let’s look at Demand Type - Partners should be taught to position an offering with the target buyer by showing how to align the messaging to the type of demand the partner must try to create. This training should help partners develop talk tracks for the solutions they are attempting to resell. Partners should also be able to detect when changes to the delivery of the solution affects the demand type (i.e., software as a service vs on-premise). Worksheets should be created that guide partners through a series of questions to determine the demand type; these worksheets can be reused in partner marketing programs or in the development of call scripts.
Let’s now look at multi-touch Lead Development - Because most B2B inquires are generated over the Web - as potential buyers first locate, then educate themselves about potential solutions - partners should be trained to develop these leads using multi- touch lead-nurturing programs. Specifically, they should learn to use four critical elements in digital marketing (messaging, offers, tactics, and data collection) to create a multi-touch program that offers potential buyers appropriate content at each stage of their buying process.
So now let’s see some basic tactical examples of marketing accreditation
And while these are the basic measurements, there are Leading Indicators (Pre-Sale) where to look for increases in the number of partner-generated leads and conversions of inquiries to marketing qualified leads (MQLs). Suppliers should also see higher conversions of MQLs to sales accepted leads. Remember When suppliers tie specific enablement activities (e.g., training, certification) to demand offers, partners are more likely to engage in those demand offers, resulting in higher levels of participation. Key metrics include the quantity of the campaign materials downloaded, MDF utilization, and the pipeline opportunities that originated as MQLs.
Lagging Indicators (Post-Sale) To measure the impact of marketing certification on performance, program performance and marketing contribution reliable metrics are needed. To measure the partner program ROI, the number of deals and the amount of revenue closed as a result of specific demand programs. Suppliers need to know the impact that marketing has on the partner pipelines
Claudio: LET’S RECAP – WE STARTED BY MODELING THE PARTNER LIFE CYCLE. REMEMBER KNOWING WHERE TO INVEST BEGINS WITH AN UNDERSTANDING OF THE SPECIFIC BEHAVIORS YOU WANT TO INFLUENCE WITHIN YOUR CHANNEL. THEN MODEL YOUR PARTNER SALES PROCESS ALIGNED TO THE BUYER’S JOURNEY BY EXTENDING THE ENABLEMENT PHASE AND INTRODUCING THE CONCEPTS OF DEMAND TYPE, THE STAGES OF THE BUYER’S JOURNEY, AND HOW TO ALIGN SOLUTION MESSAGING WITH DEMAND TYPE. FOCUS TRAINING ON HELPING PARTNERS EVALUATE THE DEMAND TYPE AND BUYER’S JOURNEY FOR THEIR SPECIFIC AUDIENCES AND OFFERINGS SO THAT THEY CAN TO START CONVERSATIONS WITH THE BUYER. APPLY THE RIGHT INCENTIVE PROGRAM TYPE AND INCENTIVE RATE
AN INCENTIVE PROGRAM ALIGNED TO THE BUYER’S AND PARTNER JOURNEY RECOGNIZES THAT A SUCCESSFUL SALE IS THE RESULT OF A STRING OF PRODUCTIVE ACTIVITIES, THAT WHEN COMBINED, LEAD TO THE SALE. - THIS IS ESPECIALLY TRUE FOR PRODUCTS AND SERVICES WITH LONG SALES CYCLES, WHERE MANY DIFFERENT SALES, MARKETING, AND PRODUCT PROCESSES ARE IN ALIGNMENT TO GENERATE LEADS, NURTURE OPPORTUNITIES AND MAINTAIN ENGAGEMENT THROUGH AN INCREASINGLY COMPLEX BUYING PROCESS - YOU REALLY DON’T NEED INCENTIVES AT EVERY STAGE, YOU JUST NEED TO CHOOSE THE RIGHT ONE TO ADVANCE THAT ONE AREA IN NEED OF IMPROVEMENT.
In the digital age, you must provide a mix of individual-, team-, and company-level
rewards to motivate your partners and their teams to initiate transformation. This can
be achieved by combining company-level and individual/team-level incentives into a
single program that is built around your partners’ sales cycles. Most current channel rewards programs deliver a benefit only after revenue is attained;
therefore, there is no reason for the partner sales rep and sales engineer to engage up front.
The result is that programs that initially seem attractive tend to fall by the wayside as partner
teams become busy and see no immediate benefit. Even worse are programs that reward
individuals for sales that they would have attained anyway.
What partner behaviors should incentives motivate?
The final step of the model is determining desired partner behaviors. When creating incentive programs, channel
leaders should identify the behaviors they want to encourage and design incentives accordingly. Organizations
typically look for behaviors from their partners that fall into the following categories:
These individuals should be rewarded substantially for training on using the tool, piloting a few of these campaigns-in-a-box, and loading the proof-of-performance. The rewards will result in increased utilization and demand generation drive. Although these incentives cannot compensate for the absence of an easy-to-use CMM tool or effective campaign offerings, they can be effective as part of a holistic strategy for improving partner engagement at both the organizational and individual levels. The individual starter incentives need to be paid only once per training course and per campaign, as these campaigns should yield results that will earn the partner marketing manager top recognition within the business. In many instances, recognition is as important - if not more important - than the incentive itself. Remember You have to allocate the reward where the effort is being made to accomplish your objectives.
Research continues to show that financial (extrinsic) rewards can reduce the effect of meeting intrinsic goals, if they are not balanced.
Intrinsic motivation is a stronger indicator of job performance, whereas concentrating on monetary rewards takes attention away from the fundamental needs such as learning new skills, nurturing intellectual curiosity, and enjoying tasks that are critical to keeping employees engaged and motivated.
A key to designing a successful rewards program should be based on an understanding of employees’ values and the creation of tools that target factors that motivate and inspire. Providing choices other than cash creates an emotional attachment, while cash is an unemotional reward that gets forgotten when spent like a salary.
LET’S RECAP – START BY MODELING THE PARTNER LIFE CYCLE. KNOWING WHERE TO INVEST BEGINS WITH AN UNDERSTANDING OF THE SPECIFIC BEHAVIORS YOU WANT TO INFLUENCE WITHIN YOUR CHANNEL. WHEN DECIDING WHICH BEHAVIORS ARE IMPORTANT TO YOU, AND THEREFORE WHERE TO INVEST, . THEN MODEL YOUR PARTNER SALES PROCESS ALIGNED TO THAT JOURNEY BY EXTENDING THE ENABLEMENT PHASE AND INTRODUCING THE CONCEPTS OF DEMAND TYPE, THE STAGES OF THE BUYER’S JOURNEY, AND HOW TO ALIGN SOLUTION MESSAGING WITH DEMAND TYPE. FOCUS TRAINING ON HELPING PARTNERS EVALUATE THE DEMAND TYPE AND BUYER’S JOURNEY FOR THEIR SPECIFIC AUDIENCES AND OFFERINGS SO THAT THEY CAN TO START CONVERSATIONS WITH THE BUYER. APPLY THE RIGHT INCENTIVE PROGRAM TYPE AND INCENTIVE RATE
AN INCENTIVE PROGRAM ALIGNED TO THE BUYER’S AND PARTNER JOURNEY RECOGNIZES THAT A SUCCESSFUL SALE IS THE RESULT OF A STRING OF PRODUCTIVE ACTIVITIES, THAT WHEN COMBINED, LEAD TO THE SALE. - THIS IS ESPECIALLY TRUE FOR PRODUCTS AND SERVICES WITH LONG SALES CYCLES, WHERE MANY DIFFERENT SALES, MARKETING, AND PRODUCT PROCESSES ARE IN ALIGNMENT TO GENERATE LEADS, NURTURE OPPORTUNITIES AND MAINTAIN ENGAGEMENT THROUGH AN INCREASINGLY COMPLEX BUYING PROCESS - YOU REALLY DON’T NEED INCENTIVES AT EVERY STAGE, YOU JUST NEED TO CHOOSE THE RIGHT ONE TO ADVANCE THAT ONE AREA IN NEED OF IMPROVEMENT.