Presented by Juliann Grant, eCoast Sales Solutions In the software industry, the channel partnership model seems to have matured as opposed to the model in the industrial automation space. In automation, there is a catch-as –catch can attitude for lead generation, and manufacturers are not overly supportive of providing lead generation programs that will drive sales opportunities in support of their brand with their partners. Do you know if they provide Market Development Funds? What are those? What is a channel partner to do? In this presentation, we will take a look at the different demand generation tactics that provide channel partners new ideas on how to generate more business including: • Understanding MDF or co-op funds • Account-based Marketing tactics to build brand awareness and new business • Sales enablement tools that will support the sales cycle • Tele-prospecting tactics to fill the sales pipeline

1. Juliann Grant, Vice President, Marketing
eCoast Sales Solutions
Channel Marketing

2. © 2010 eCoast. All rights reserved.www.ecoastsales.com 1.877.766.7355 8th Annual ISA Marketing & Sales
Agenda
• Channel Marketing – Why Is It Different
• Challenges of the Channel
• Channel Marketing Best Practices
 Model Your Demand: Demand Generation Waterfall
 Inbound Marketing/SEO
 Tele-Prospecting
 Account-Based Marketing
 Sales Enablement
• Next Steps

3. © 2010 eCoast. All rights reserved.www.ecoastsales.com 1.877.766.7355 8th Annual ISA Marketing & Sales
Ever Heard the Mantra…
The
Sales Whales
80% of Your
Revenue Comes
From 20% of
Your Customers {

4. © 2010 eCoast. All rights reserved.www.ecoastsales.com 1.877.766.7355 8th Annual ISA Marketing & Sales
Challenges in the Channel

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Channels
Challenges in the Channel
Manufacturer
End
Customers
1 Tier
Partner
2 Tier
Partner
Distributor
Direct

6. © 2010 eCoast. All rights reserved.www.ecoastsales.com 1.877.766.7355 8th Annual ISA Marketing & Sales
Common Channel Conflict
Geography
Price
Wars
Crossed
Accounts
Services

7. © 2010 eCoast. All rights reserved.www.ecoastsales.com 1.877.766.7355 8th Annual ISA Marketing & Sales
If You Are Managing One

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Managing Partner Programs
Recruitment Training Engagement Incentives Enablement

9. © 2010 eCoast. All rights reserved.www.ecoastsales.com 1.877.766.7355 8th Annual ISA Marketing & Sales
If You Are In A Channel

10. © 2010 eCoast. All rights reserved.www.ecoastsales.com 1.877.766.7355 8th Annual ISA Marketing & Sales
In the Channel, You Deal With…
Selling
Competing
Products
Product
Knowledge
Pricing
Certain
Brand
Incentives

11. © 2010 eCoast. All rights reserved.www.ecoastsales.com 1.877.766.7355 8th Annual ISA Marketing & Sales
What’s Available to Help the Channel?
Market Development
Funds
Co-Op Marketing

12. www.ecoastsales.com 1.877.766.7355 8th Annual ISA Marketing & Sales
Channel Marketing
Best Practices
Demand Modeling
Inbound Marketing & SEO
Account-Based Marketing
Sales Enablement

13. © 2010 eCoast. All rights reserved.www.ecoastsales.com 1.877.766.7355 8th Annual ISA Marketing & Sales
Understanding the Buyers Journey
• Learn About Approaches
• Identify Opportunity
• Feel Need or Pain
• Measure Results
• Adopt and Use
• Deploy or Launch
• Identify Solutions
• Build a Business Case
• Commit to Change
• Choose Approach
• Compare Alternatives
• Consider Risks
Evaluat
e
• Select Vendor
• Check References
Source: Forester Research

14. © 2010 eCoast. All rights reserved.www.ecoastsales.com 1.877.766.7355 8th Annual ISA Marketing & Sales
Who is your Market? Creating Buyer Personas
Demographics -
gender, age, marital
status, income
level, location, education
Psychographics -
personality, values, attitudes, inter
ests, lifestyles
Bizographic-
industry, seniority, functional
area, role, responsibilities, knowle
dge, risk
Motivation -
needs, goals, pains, ideals, challe
nges
Relationships -
individual, directed, collaborative,
competitive, contentious, subordin
ate, superior, consensus
Modality -
methodical, spontaneous, humani
stic, competitive

15. © 2010 eCoast. All rights reserved.www.ecoastsales.com 1.877.766.7355 8th Annual ISA Marketing & Sales
Drive and Manage Demand

16. © 2010 eCoast. All rights reserved.www.ecoastsales.com 1.877.766.7355 8th Annual ISA Marketing & Sales
Establish a Model: The Demand Waterfall
®Copyright SiriusDecisions Inc.
23.9%
81%
23.3%

17. © 2010 eCoast. All rights reserved.www.ecoastsales.com 1.877.766.7355 8th Annual ISA Marketing & Sales
Definitions
• MQL – Marketing Qualified Lead
• AQL – Automation Qualified Lead
• TAL – Tele-prospecting Accepted Lead
• TGL – Tele-prospecting Generated Lead
• TQL – Tele-prospecting Qualified Lead
• SGL – Sales Generated Lead
• SAL – Sales Accepted Lead
• SQL – Sales Qualified Lead
®Copyright SiriusDecisions Inc.

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Inbound Marketing
& SEO

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Inbound Marketing: Building out Keywords

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Search Engine Optimization Factors

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Google Search Signals

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Being Social Also Sells More

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Or Those Who Are Not Social…

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Tele-Prospecting

25. © 2010 eCoast. All rights reserved.www.ecoastsales.com 1.877.766.7355 8th Annual ISA Marketing & Sales
Get In the Door – TeleProspecting Services
Appointment
Setting
Inbound Lead
Generation
Account-Based
Marketing
Event
Attendance
Partner
Recruitment
Inside Sales
Support

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Where TeleProspecting Fits Inn
®Copyright SiriusDecisions Inc.

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Gather Account Intelligence

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Account-Based
Marketing

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Marketing and Sales Go To
Market Differently

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A Typical Scenario
These
Leads
Suck!
I worked my ass
off trying to get
you some good
leads

31. © 2010 eCoast. All rights reserved.www.ecoastsales.com 1.877.766.7355 8th Annual ISA Marketing & Sales
Need to Improve Sales-Marketing Focus
SI
Named
Accts
Criteria-based
Marketing
Account-Based
Marketing
Industry/Niche
Marketing
SIC Code
Geography
Titles

32. © 2010 eCoast. All rights reserved.www.ecoastsales.com 1.877.766.7355 8th Annual ISA Marketing & Sales
Targeting Accounts: The Cost of Bad Data
Marketing Sherpa Study* Proves 60.85% Decrease In Overall Campaign
Costs
List#1
$24 Cost Per Record
$373 Cost Per Lead
$1 Cost Per Record
$954 Cost Per Lead
List#2
Save
63%
Per
Campaign
The “best deal” list, at $1 per record, results in a campaign that is more
than 2.5 times more costly than the most efficient list.

33. © 2010 eCoast. All rights reserved.www.ecoastsales.com 1.877.766.7355 8th Annual ISA Marketing & Sales
ABM: Different Lead Source Expectations
• Large enterprise accounts (reps manage 1-3)
 Marketing will only source 10% of the pipeline
 Marketing’s job is to influence the buyers through the
buy cycle
• Named Account Models (reps manage 10-30)
 Marketing will source only 15-20% of the pipeline
 Marketing’s job is to source new contacts, market to
the buying team
• Non-named accounts (Criteria-based Marketing)
 Marketing will source 30% of the pipeline

34. © 2010 eCoast. All rights reserved.www.ecoastsales.com 1.877.766.7355 8th Annual ISA Marketing & Sales
ABM: What is it?
• Sales selects target
accounts
• Account lists developed
• High touch
• Success is measured by
 Conversion rates
 ROI
 Volume of Sales
Qualified Leads and
Sales Accepted Leads
• Targeted/leveraged
value proposition
• Marketing casts a wide
net
• Lists are not targeted
• Low touch
• Success is measured
by:
 Volume of leads
 Cost per lead
 ROI
• One size fits all
value proposition
Account-Based
Marketing
Criteria-Based Marketing

35. © 2010 eCoast. All rights reserved.www.ecoastsales.com 1.877.766.7355 8th Annual ISA Marketing & Sales
Why ABM? Case Study* Comparison
Criteria-Based
Marketing
Account-Based
Marketing
* Network Infrastructure Enterprise Case Study
Cost: $100k $60k
Leads Produced: 230 86
Cost Per Lead: $434.7 $697.7
No. of Deals Registered: 77 51
Leads to Registered Deal Conversion Rate: 33.5% 59.3%
Pipeline Produced: $2.982M $3.215M
Average Opportunity Value: $38,739 $63,041
ROI (Pipe:Cost): 29.8:1 53.6:1

36. © 2010 eCoast. All rights reserved.www.ecoastsales.com 1.877.766.7355 8th Annual ISA Marketing & Sales
Improved Conversions with ABM Tactics
After ABM:
8-12%
conversion
rate
Before
ABM: 2-4%
conversion
rate

37. © 2010 eCoast. All rights reserved.www.ecoastsales.com 1.877.766.7355 8th Annual ISA Marketing & Sales
ABM Process - Typically 4-6 Months
List Build:
2-3 Contacts
Per Account
Build Account
Profile: Tele-
Prospecting
Nurture
Marketing
Tactics
List
Build
Tele-
Prospecting
Re-
Engagement
4-6 Weeks
Nurture
Marketing
Tactics
Achieve Best Results
Through Re-Engagement
Add New Target
Accounts
Continue
Cycle
Client
Provides
Data:
20-50
Accounts

38. © 2010 eCoast. All rights reserved.www.ecoastsales.com 1.877.766.7355 8th Annual ISA Marketing & Sales
Why Account-Based Marketing
Phone
Verified
90% accurate
Generates
More
SAL/SQL
Leads
Higher
Pipeline
Values
Targeted
Named
Account
List
Canvas
Each
Target
Account
Re-
engagement
cycles
Higher
Return On
Investment=
High
Touch
Process

39. © 2010 eCoast. All rights reserved.www.ecoastsales.com 1.877.766.7355 8th Annual ISA Marketing & Sales
Sales Marketing
Sales and Marketing Both Benefit
No disputing leads
Aligns with targeted account lists
Get in the door faster
Manage information effectively
around account
Nurture plan is focused
Better account planning
No disputing leads
Develop leads sales wants
Help move down the buy cycle
through planned content
More focused nurture campaigns
Higher efficiency
Higher quality leads

40. © 2010 eCoast. All rights reserved.www.ecoastsales.com 1.877.766.7355 8th Annual ISA Marketing & Sales
ABM: Achieve Marketing-Sales Alignment

41. www.ecoastsales.com 1.877.766.7355 8th Annual ISA Marketing & Sales
Sales Enablement

42. © 2010 eCoast. All rights reserved.www.ecoastsales.com 1.877.766.7355 8th Annual ISA Marketing & Sales
Partner Tools
Product/
Solution
Portals
Product/
Solution
Training
Co-Branded
Assets
Co-Branded
Campaigns
Marketing
Portals

43. © 2010 eCoast. All rights reserved.www.ecoastsales.com 1.877.766.7355 8th Annual ISA Marketing & Sales
Thank You!
Phone 603.994.4316 | 1.877.766.7355
Email jgrant@ecoastsales.com
Website ecoastsales.com
Blog blog2.ecoastsales.com
LinkedIn linkedin.com/companies/ecoast
Twitter twitter.com/ecoast
Facebook facebook.com/ecoast
Twitter Twitter.com/julianng
LinkedIn Linkedin.com/in/julianngrant