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2014 Nordic Partner Day
Partner Marketing Services
How to Increase Pipeline
Natasha Mutepuka
Senior Manager Global Partner Marketing
October 2014
Demand generation is the focus of targeted marketing
programs to drive awareness and interest in a company's
products and/or services.
Source: Wikipedia, http://en.wikipedia.org/wiki/Demand_generation
Understanding customers
• Top business imperative among CEOs
• “Fundamentally, the only competitive advantage one has is client
knowledge…”
• “Each customer has distinctive traits we need to understand. To
manage this complexity, we must be a digital cheetah…”
• 72% of CEOs report understanding individual customer needs as
their top area of focus
Source: Gigya
Commonly used in business to business, business to
government, or longer business to consumer sales
cycles, demand generation involves multiple areas
of marketing and is really the marriage of marketing
programs coupled with a structured sales process.
Source: Wikipedia, http://en.wikipedia.org/wiki/Demand_generation
Image source: http://173.45.249.234/blog/wp-content/uploads/2012/04/mindthegap.jpg
End-to-end demand creation process
Source: Sirius Decisions
The use of traditional
and social media to set
the stage for demand
creation
SEED
The generation of
“original” demand, with
a focus on quality vs.
quantity
CREATE
Efforts geared to
help sales move
deals more quickly
through the pipeline
ACCELERATE
Care and feeding of
prospects that
aren’t ready for
sales, or that have
fallen out of the
waterfall
NURTURE
Helping reps
increase their
productivity, both
for sales- and
marketing-sourced
demand
ENABLE
Demand creation framework
Planned campaigns• Integrated programs
• Nurture flows
• Sales enablement
• Pipeline acceleration
Perpetual leverage• Inbound tactics
• Content driven
• Website conversion
optimization
• Behaviour triggered
Rapid response• Account-based marketing
• Small-net fishing
• Event triggered
Creating demand
Strategic
foundation• Demand type
• Relative targeting
• Lead taxonomy
• Buyer personas
• Buying cycle
• Content strategy
Process
definition• Demand waterfall
• Lead scoring and
nurturing
• Service Level
Agreements
• Campaign
planning
• Budget
Organizational
structure• Field marketing
• Demand center
• Global programs
• Teleservices
• Emerging rules
Infrastructure
assessment• Marketing
automation
• Websites
• Analytics
• Sales force
automation
• Data services
Supporting demand
Qlik Partner Marketing Services 2015
Swedish web content, campaigns, programs and social content
Lead nurture
Program
Program
En
ab
lem
en
t
Alig
nm
en
t
Inte
gra
ted
Au
die
nce-d
riven
Pro
gra
m-d
riven
SEED
CREATE
NURTURE
ACCELERATE
Customer
Demand Generation is a holistic approach to
marketing and sales cohesiveness within the
company.
Source: Wikipedia, http://en.wikipedia.org/wiki/Demand_generation
Measuring demand creation
Enquiries
Raw
responses
or hand
raiser
SQL-to-
Close
Leads that
have
closed
Sales
Qualified
Lead
(SQL)
A lead that
is an
opportunity
in pipeline
Sales
Accepted
Lead
(SAL)
A lead
accepted
by the
receiving
function
Marketing
Qualified
Lead
(MQL)
A lead
ready to
be passed
to the
receiving
function
2% - 5%20%-
35%
50%-
65%
55%-
85%
4% to
8%
Source: Sirius Decisions EMEA Demand Creation Study, April 2013
Best practice attributes
• Based on Buyer Journey
• Multi-Touch Programs
• Data Centric
• Multi-channel
• Web-centric
• Nurturing models
• Syndicate best practices
• Not a leads onlyfocus
• Strong SLAs
• Metrics driven
• 30%+ Sourced
• 70%+ Influenced
Sales Pipeline
Sales Alignment
IntegratedProgram
Mix
Avg.
2.89Closed Deals per
1,000 inquiries
Best-in-class
14.23Closed Deals per
1,000 inquiries
Source: Sirius Decisions
Moving forward
• Market to people who never heard your name
• Social as a role in your demand generation
• The future of demand generation
• Qlik Partner Marketing Services
Follow up resources
Learn more about Qlik Partner Marketing Services and the benefits for your
organization.
• Qlik Partner Marketing Services – The Qlik Campaign Center Overview
• Qlik Partner Marketing Services – The Qlik Solution Showcase Overview
• Qlik Partner Marketing Services – User Handbook
• Qlik Partner Marketing Services FAQ – FAQ Guide
• On-demand webcasts:
– Qlik Partner Marketing Services: The Social Media Tool
– Qlik Partner Marketing Services: Email Marketing
– Qlik Partner Marketing Services: Getting Started With Search Engine Marketing
– Qlik Partner Marketing Services: The QlikView Campaign Center
– Qlik Partner Marketing Services: The QlikView Solution Showcase (August)
– Qlik Partner Marketing Services: Management and Reporting