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There is no one-size-fits-all approach when it comes to driving demand for all tiers of partners within your channel network. Join us for this informative session to learn from recognized industry leader Courtney Wiley as she highlights channel best practices for activating partner demand generation for small, medium and large partners. This pragmatic, hands-on review of available options will guide you to better enabling your entire channel network to contribute more revenue.
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Best-of-Breed Blueprint for Partner Demand Generation
Courtney WileyVice President of Marketing, Marketing Advocate@wileyccoyote
Page 2 © 2014 Marketo, Inc. #mktgnation14
Speaker Background
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The Best 40 Minutes of Your Life
• Challenges in the Channel• Key Channel Marketing Trends for 2014• Best Practices for Activating Partner
Demand Generation• The 6 Cs of Partner Demand Generation• Campaign Syndication is Key for Channel
Success• For OEMs: How to Extend the Value of
Your Existing Marketo Implementation to Support Your Partner Channel
• Key Takeaways• Q&A• Contact Information
3:30-3:383:38-3:463:46-3:54
3:54-3:58
3:58-4:024:02-4:124:12-4:15
Page 4 © 2014 Marketo, Inc. #mktgnation14
Indirect Channel Attribution Rises, But So Do Obstacles Facing Today’s Channel Marketer
Sources: Forrester Research, Inc., “Tech Channel Marketing Trends 2012” and BtoB, “Defining the Modern Marketer, 2013”
Page 5 © 2014 Marketo, Inc. #mktgnation14
Marketing Limitations Reported by Channel VARs, Execution Key to Success
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Creating Content is Not Only the Most Effective Tactic, It’s Also the Most Difficult to Execute
What are the MOST DIFFICULT TACTICS to execute for inbound marketing purposes?
Social sharing buttons
Outbound mktg integration
Press and public relations
Blogging or guest blogging
Social media/networking
Use of marketing automation
Search engine optimization
Lead nurturing and scoring
Content creation/marketing
0% 10% 20% 30% 40% 50% 60% 70%
Enterprise SMB
Most channel partners’ marketing content and sales pitches are oriented to the technical buyer (i.e., the IT organization).* Vendor channel professionals need to teach and equip their partners to: a) market and sell service values (service levels, on-demand variability accommodation, etc.), and b) market and sell to the business decision-maker (business value, business outcome, economic model, etc.).*Source: Forrester Research, Inc., “Cloud Channel Trends, 2013-2014”
Source: Inbound Marketing Benchmark Survey, Ascend2 in partnership with Marketing Advocate, published Nov. 2013, N=519
Page 7 © 2014 Marketo, Inc. #mktgnation14
Resellers Rely Heavily on Service Providers to Augment Their Marketing Teams
Source: IPED Channel Masters, 2013
Page 8 © 2014 Marketo, Inc. #mktgnation14
Lead Gen* Still Focus in 2014, Brings New Shift to Digital Platforms
Lead
gen
erat
ion
Thou
ght l
eade
rshi
p
Cust
omer
acq
uisit
ion
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
B2B marketers as a whole Channel marketers
2014 2013
79.90%
67.00%
Percentage of Marketers Planning To Increase Digital Spending
*Source: The Channel Company and Holger Schulze, group owner of the 50,000-member B2B Technology Marketing Community on LinkedIn. **Source: Ad Age’s 2014 B2B Outlook: Marketing Priorities & Plans Survey
This YOY increase results in a greater portion of budgets going to digital. In 2014, 38.7% of B2B marketers say they will spend 30% or more on digital, up from 30% the year prior.**
Page 9 © 2014 Marketo, Inc. #mktgnation14
In the Channel, Lead Gen Does Not Equal Lead Conversion
Decline in lead conversion represents a known gap in the sales cycle for channel-oriented firms. How do channel marketing execs plug the gap?
Page 10 © 2014 Marketo, Inc. #mktgnation14
Automation Provides Strategic Opportunity to Compete in the Channel
Marketing automation is leveling the playing field for smaller companies.
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Enterprise SMB
Almost half of survey respondents employ limited use of MAPs today
But don’t invest in marketing automation for the sake of investing. Partner with an agency vendor whose specialty is channel demand generation.
Source: Inbound Marketing Benchmark Survey, Ascend2 in partnership with Marketing Advocate, published Nov. 2013, N=519
Page 11 © 2014 Marketo, Inc. #mktgnation14
One Trend NOT Seeing an Increase in 2014: Partner Use of Self-Service Tools
“Traditional forms of communication are declining,” noted Jay McBain, co-founder of ChannelEyes. “The average vendor portal isn’t regularly visited by 95 percent of channel partners.”
Page 12 © 2014 Marketo, Inc. #mktgnation14
What the Analysts are Saying . . .
Hard incentives for marketing activities and results in your partner program. Most channelGTM companies incentivize their channel partners solely for revenue generation (i.e., theultimate “effect”), whereas they may be better served by incentivizing the “cause” (i.e., partners’marketing activities and results). While some may think of market development funds (MDFs)as an incentive, MDFs are really at best an indirect support mechanism. Better you carve outadditional margin discount points or back-end rebates for partners’ marketing performance.
Now what?
Page 13 © 2014 Marketo, Inc. #mktgnation14
The 6 Cs of Smart Partner Demand Generation
• Collaboration
• Contacts
• Content
• Campaigns • Calculation
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The Smartest Resellers Look to Outsource
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Local, Customized Contacts + Campaigns to Inform a Considered Purchase
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Killer Content Begets Relevant Campaigns
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Detailed Lead Report
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Detailed Digital Body Language Report + Script
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Reporting & Analytics Dashboard
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Through-Partner Marketing Automation (TPMA) Encapsulates Today’s Trends + Best Practices
A proprietary blueprint and channel sales enablement tool:
Local, custom audiences Curated content Considered purchase Automated nurture campaigns personalized to prospects to stay top-of-mind Brand-reseller collaboration Dedicated channel concierge to represent your outsourced marketing arm
Page 21 © 2014 Marketo, Inc. #mktgnation14
A Blueprint for High-Performance Channel Success
Partner Recruiting
Partner Activation
OEM-led Demand
Gen
Partner-led Demand
Gen
CRM/PRM Integration
Branded + Content
Enablement
Success in 6
Partner Recruiting
Partner Activation
OEM-led Demand
Gen
Partner-led Demand
Gen
CRM/PRM Integration
Branded + Content
Enablement
Acquire and retain your
most strategic partners
Make your channel
more productive,
realize 100% active
partner base
Forecast partner demand
accurately, gain real-time
visibility into channel pipe
Generate leads to
distribute to your partnersEnable your partner network
to generate demand
Ensure compliant and
effective sell-through
to the market
1
2
34
5
6
Page 22 © 2014 Marketo, Inc. #mktgnation14
Extending the Value of Your Marketo Instance
Put TPMA on the lower shelf for Marketo users. Push campaigns and assets down to channel partners, execute on their behalf, and build pipeline and sales-ready opportunities.
• Execute co-branded, customized campaigns through-partner• Publish co-branded, customized assets through-partner• Gain visibility into overall partner pipeline• Leverage existing investments in content, campaigns, deal
registration, and partner ecosystems• Utilize CRM integration to help partners invest their time with the
most actively interested prospects• Gain insight into which themes, messages, content and assets are
working within the channel (and at what stage of the buyer’s journey)• Build a partner community with mass communication, alerts and
notifications
Page 23 © 2014 Marketo, Inc. #mktgnation14
How it Works: Object-Oriented Architecture
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Built for Integration
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Key Takeaways• 2014 brings greater shift to digital platforms in the
channel• Marketing automation effective, levels the playing field
• The 6 Cs blueprint is a proven method for generating demand in the channel• Campaign syndication provides economies of scale
• Limitations reported by partners map directly to today’s channel marketing trends
• There exists a conversion gap in the channel demand gen funnel that can be plugged by a TPMA solution
• TPMA drives quantity and quality, helps to achieve top 3 goals for channel marketers: lead gen, thought leadership, new acquisition
• Partner self-service tools are not enough, execution enablement key to success
Page 26 © 2014 Marketo, Inc. #mktgnation14
Page 27 © 2014 Marketo, Inc. #mktgnation14
Let’s Connect
• Tweet me at @wileyccoyote
• Dial me direct at +1 (469) 328-4492
• Text me at +1 (469) 328-4492
• Email me at [email protected]
• Connect with me on LinkedIn at www.linkedin.com/in/cdwiley/
Page 28 © 2014 Marketo, Inc. #mktgnation14
About Marketing Advocate
Marketing Advocate accelerates revenue growth through the channel with its Through-Partner Marketing Automation (TPMA) software. The company’s industry-leading TPMA solution drives effective B2B channel marketing for many of the world’s largest brands, including HP, IBM, Microsoft, and NetApp. By maximizing lead efficiency, generating sales-ready leads, and building pipeline, Marketing Advocate helps global organizations turn channel marketing into a revenue driver. The company was recently recognized as a 2013 Gartner “Cool Vendor” and showcased as a corporation that is innovating sales and marketing techniques to help global IT providers go to market more effectively. For more information, visit MarketingAdvocate.com.
Thank You!
Page 30 © 2014 Marketo, Inc. #mktgnation14
List Augmentation, Nurture Campaign, Microsite
Nurtured leads make 47% larger purchases than non-nurtured leads
Source: http://www.impactbnd.com/20-eye-opening-statistics-on-lead-nurturing/