Channel Marketing Programs That Deliver ROI

A blueprint for measuring and improving performance

Channel Marketing Programs that Deliver ROI

Our Presenters

Michael CoscettaStructuredWeb

Michael is the VP of Sales and Marketing for StructuredWeb, a leading provider of channel marketing software and services to global tech companies such as Cisco, TIBCO, VMware, GE, EMC, and many others. Simply put, StructuredWeb helps companies leverage their partners’ digital connections to reach, influence and drive more end customers to buy their products. Michael has extensive experience with sales, B2B sales training, SaaS sales training and channel marketing. Learn more about him on LinkedIn.

Juliann GranteCoast Marketing

Juliann is the Vice President of Marketing for eCoast, with 25+ years of experience developing marketing strategies for high technology and industrial companies that build consumer demand, revenue streams, and customer communities. Recent client work includes Fortune 500 companies such as Siemens, Rogers Corporation, Cognos, Progress Software, and venture-backed companies such as Sustainable Minds and NaviNet. Learn more about her on LinkedIn.

Essential Components to a Successful Channel Marketing Program that Drives ROI

Expedite Program Creation Increase Partner Adoption Simplify Marketing Execution Lead Mgmt & Conver-sion Channel Data & Analytics

1 2 3 4 5

Channel Programs Are Needed

Source: Bloomberg

• Capital spending down 30% below average

• “Whether it’s a computer or a forklift, workers are stuck using outdated machines”

• Average age of equipment in the US is

7.4 years, the highest in 20 years

Channel Marketing’s Contribution Scrutinized

• Return on investment

• Participation• MDF Funds Used• MQLs/AQLs/TQLs

Channel Marketing is Evolving

1stGeneratio

n

Customized

Lots of marketing headcount

2nd Generatio

n

Co-Branded

Early marketing platforms

3rd Generatio

n

TurnkeyLoad it and

push campaigns

4thGeneratio

n

StructuredUsing

specialized concierge services

What Channel Marketing Needs

Closed loop processes

Measureable outcomes

Systems for scalability

Flexibility and simplicity

Blueprint Step One:Expediting Marketing Campaign Creation

What’s Working: Integrated Marketing

Structuring Integrated Channel Marketing Programs

InboundMarketing

•Paid SEO

•Natural SEO

•Social Media

Outbound Marketing

•Email Marketing

•Direct Marketing

•Tele-Prospecting

Content Marketing

•Web Site Dev

•Content Creation

Lists and Data

•Better Data Quality

•Expanded Data Sources

Example of an Inbound Marketing Package

Package Deliverables

Keyword Analysis

On Page Web Site Optimization

AdWords/Google Display/ Paid Ads

Landing Page, A/B Testing

Social Profile Profile Updating

SM Content Curation/Postings/Engagement

Social Media Training

Package Could Include:

• Natural Search Optimization

• Google AdWords/PPC

• Social Media

• 3 Month Duration

Example of an Outbound Marketing Package

Package Deliverables

Webinar for Up to 100 Attendees

Co-Branded HTML Email Invite

4-6 Email Sends

Reporting 72 Hours After Each Send

Co-Branded Registration Page

4 Registration Follow Up Emails

40 Hours Tele-Prospecting

Package Could Include:

•Webinar campaign

•6-8 weeks duration

•Email promotion

•Data/List Services

•Tele-prospecting

Blueprint Step Two:Increasing Partner Adoption

The Partner Landscape

1st Tier

2nd Tier

3rd Tier

More resources

No resources

Some resources

High touch

Low touch

Medium touch

What’s Working: Concierge Programs

1st Tier

2nd Tier

3rd Tier

Optional

Needs some Hand holding

Needs heavy hand holding

80/20 Rule Applies

What’s Working: Partner Assessments

Blueprint Step 3:Simplifying Marketing Execution

B2B Marketing – 2014 Style

Essential Components to a Successful Channel Marketing Program that Drives ROI

Expedite Program Creation Increase Partner Adoption Simplify Marketing Execution Lead Management & Conversion Channel Data & Analytics

Vendors

Distributors

Indirect Sales Partners

Concierge Agencies

Creative Agencies

Full Service Agencies

Telemarketing

Lead Qualification

List Management

MDF Agencies

Traditional Media

Online Media

Print Providers

Enterprise Partner Marketing Ecosystem

Setup and Manage

Marketing Assets

Full Service Marketing Vendors

Setup Events & Webinars

Manage and Publish Marketing Libraries

Partner Self-serviceMarketing Portal

Full Service VendorMarketing Portal

Partner Marketing Concierge

Vendor Led Marketing

Onboarding

Planning ExecutionTracking

and Reporting

Each Buyer Role Has A Button To Push

Champions

Influencers

CXOsEvaluators; individuals or groups that will be impacted by a purchase on a day-to-day basis

Users

Ratifiers

What is the business value?

Will it help me do my job better?

What are there alternatives?

Is it stable, reliant and efficient?

Will the solution meet our needs?

Business Value

Performance

ROI

Customer Experience

TCO

Slide courtesy of SiriusDecisions

Nurture Prospects

and assign to groups and

nurture journey

Content Syndication

Partners' in-house List

Event Leads

Field Events

Import Contacts

Nurture Prospects

Score Prospects based on

activities and prediction algorithm

10

Email

Engage and

Qualify

Telemarketing Call

Convert to SQL

Continue Nurturing

Secure Customer

PO

Acquire Nurture

Score Engage

Qualify

CloseImport

Secure OrderConvert to SQL

Nurture Qualified Prospects

Email

Nurture

Other Sources

Example Marketing Customer Journey Flow

Blueprint Step Four:Lead Measurement and Conversion

Lead Follow Up: Lost Opportunity

• 50% of Leads Distributed are not followed up

• 27% Closed Sales for those who did follow up

• 36% of Leads who did not get followed up on bought something anywayLesson: Incorporate nurture marketing options in program!

Generate More Leads with Multi-Touch Marketing

Email

Direct Mail

Telemarketing

DirectMarketing

Webinars

Events

Video

ContentMarketing

AdWords

Display

Retargeting

OnlineAdvertising

LinkedIn

Twitter

Facebook

SocialMarketing

Microsites

Catalogs

Documents

ContentSyndication

Inbound / Social: Today 37% to 50% of marketing program spend is digital and designed for inbound marketing. This will increase to 50% to 65% over the next five years, with a mobile device being the “first screen” they see.

Implication: Social media, digital marketing and mobile marketing will be critical competencies. And how do we measure this??

Trend: Rise in Inbound Marketing to Support Pipeline Growth

Source: SiriusDecisions Mobile Marketing Survey, Morgan Stanley Mobile Study

Blueprint Step Five:Channel Data and Analytics

Reporting Example

Reporting Example

Social Media Reporting

Social Media Reporting

Social Media Reporting

Social Media Reporting

Social Media Reporting

Pipeline Visibility

A customer ran a syndicated webinar with 60 partners

• Together they drove 282 registrations• 130 attended the webinar• 48 converted to MQL with an expected

$2.1 Million in pipeline revenue• Each webinar registration was worth an

average of $7,446 in MQL value.

Syndicated Webinar Success Story

Expedite Program Creation

•Create integrated marketing offers•Configuring workflow and recruiting of partners•Simple CMS•No HTML or Adobe skills required

Increase Partner Adoption

•Easy to access campaigns•Easy onboarding with Concierge services•Partner assessments start things off right

Simplify Marketing Execution

•Ready to execute campaigns•One Stop Shop for all partner marketing activities

Lead Management & Conversion

•Giving sophisticated lead management tools to partners•Visibility into partner-accepted leads•Add nurture offerings to avoid overlooked leads

Channel Data & Analytics

•Measure EVERYTHING!•Real-time reporting•Automated data collection

Essential Components to a Successful Channel Marketing Program that Drives ROI

Questions?

We Thank You For Your TIme!

Michael CoscettaStructuredWeb

Juliann GranteCoast Marketing

646-738-8044Michael.Coscetta@StructuredWeb.comwww.StructuredWeb.com

LinkedIn:www.linkedin.com/in/michaelcoscetta@michaelcoscetta

603-994-4316jgrant@ecoastmarketing.comwww.ecoastmarketing.com

LinkedIn:www.linkedin.com/in/julianngrant@julianng