Designing & Executing Channel Marketing Campaigns for SMB Partners

Designing & Executing Channel Marketing
Campaigns for SMB Partners

eCoast
Will Gibney, VP Sales and Marketing

Demand generation offerings designed
specifically for the channel community.

Built relationships with leading channel
organizations such as Cisco, HP, Avaya,
Juniper, IBM, Microsoft, Brocade.

eCoast executes over 200 channel
campaigns per month on behalf of
manufacturers.

www.ecoastsales.com © 2010 eCoast. All rights reserved.

SiriusDecisions Guest:
Laz Gonzalez, Research Director

Service Director for Channel Management
Strategies at SiriusDecisions

Extensive international experience
implementing channel-driven sales programs

Served in key leadership and channel roles
at Lotus/IBM, Baan and Viewpoint


Agenda
 Housekeeping

 Go-to-market and create demand for the SMB via the
Channel

 How leading vendors setup & manage channel marketing
programs

 What partners want in a vendor focused campaign

 The critical factors in building a partner marketing portal

 Which types of campaigns are most effective in generating
pipeline

 How to track pipeline and estimate ROI

Partner Led Marketing Investment

% of Channel Marketing Budget Spend by
Deployment Type*
Company Size Supplier-to- Partner-to-
By Revenue Partner Customer

$100MM-$1B 57% 35%

$1B-$5B 50% 40%

$5B-$10B 35% 54%

$10B-$20B 40% 45%

Marketing Thru Partners: Filling Partner Marketing Gaps
Sirius Perspective: The larger the partner population the greater the
need to leverage digital tools and third parties to generate demand
Companies with large numbers of partners (1000+) develop in one-to-many,
high touch programs that partners can execute using supplier incentives

Leading Suppliers offer partners prescriptive Suppliers are investing portal developments to help
content tools they can customize to execute partners deliver co-branded campaign content

Ready-to-Go Marketing Tools Are On The Rise

SiriusDecisions survey data indicates 35-54% of channel marketing budgets are
being invested in programs, tools and infrastructure to allow partners to
customize and execute lead generating programs in the b-to-b channel


Traditional Approach to Partner Marketing

Name of Item Description

Business Partner customizable letter and outer envelope
Direct Mail Template describing collaboration and presenting an offer from the
Business Partner
Business Partner customizable email describing collaboration
Email Template
and presenting an offer from the Business Partner

Landing Page Copy Business Partner customizable copy for web landing page.
for BP Describes collaboration

A package of seminar materials consisting of presentation,
Seminar Material welcome letter and seminar overview / abstract. The
presentation has modular content by BP competencies
Business Partner customizable version of the print advertising
Print Ad Template
for Collaboration.

Business Partner customizable script for use in contacting and
Telemarketing Script
qualifying prospective leads.

Generic Seminar Business Partner customizable email for use in generating
Invite Template seminar/event attendance.
Business Partner customizable email for following up with
Generic Seminar
customers after an event/seminar. Two versions – one for
Follow-up Template
attendees, one for those who were unable to attend.

REQUIRES FIELD LEVEL ASSISTANCE TO DELIVER LAST MILE EXECUTION


The Problem

Sales Marketing

• Programs don’t reflect the way • Too much focus on pre-
we sell execution process
• Onerous proposal process • E.g. MDF Application
• No way to customize content • Collateral that is not used or
for individual opportunities misused
( Buyer’s Journey) • Little adoption by sales
• Channel lacks know-how and • 25% avg. low in Channel
resources to deliver programs • No ROI, lack of visibility into
how program dollars are being
spent

The Traditional Approach: Proposal / Approval Based

Partner Vendor Program Partner Black
Proposes Approves Development Execution Hole

I have a great How much Program is Partner Program
idea to create revenue have largely executes but concludes, but
new you earned? developed by cannot do so there is no
opportunities. What have you vendor and alone; they feedback or
Will you fund it? done in the past passed on to require field ROI data from
to qualify partner for marketing partner
execution assistance

Typical MDF based program proposal, approval, development and execution

Source: SiriusDecisions


SiriusPerspective: Typical SMB Profile

 Vertical market or solutions experience
 Combine product and services to add value to existing
supplier products
 Strong technical (Integration) background
 Maintain 5-6 general supplier relationships & 2-3 Key
vendors
 Reality: Minimal Marketing Expertise or staff
 Use Distributor help to recruit


channel
What are the leading

technology companies
doing today?


Partner’s #1 Request
More
Leads

Find Net New Customers

What are the
best prospecting
approaches for channel
partners today?

It really depends.


Lead Generation

Appointment Setting

Digital Marketing

Social Media

Sales Enablement

Pay-for-Performance Plays

2 Appointment Package
• Campaign Implementation & Pre-Campaign Consulting
• Campaign Timeframe: 20 business days
• 200 Record List Rental (based on your parameters)
• Professional Telemarketing Support
• Monthly Lead Portal Access
• Bi-Weekly Reporting and Campaign Management
• 2 qualified “face-to-face” appointments*
• Total Value: $1,850

4 Appointment Package
• Campaign Implementation & Pre-Campaign Consulting
• Campaign Timeframe: 30 business days
• 300 Record List Rental (based on your parameters)
• Professional Telemarketing Support
• Monthly Lead Portal Access
• Bi-Weekly Reporting and Campaign Management
• 4 qualified “face-to-face” appointments*
• Total Value: $3,250


Sales Enablement – Call Blitz

Multi-Touch with new promotion

Paid Search Marketing: Google
eCoast has designed a search engine marketing (SEM) campaign to reach prospects
using Google search for the technology services and solutions you offer.

The Campaign What You Get
This campaign uses Google AdWords to target prospects in • Setup and implementation
your geography. The message will be based on your area • Unlimited keywords based on your technology focus
of focus. • 3-5 optimized AdWords generated to match your targeted
search
An SEM campaign can complement your demand • Landing page to capture your messaging, call to action
generation activities by providing another opportunity to and prospect data
increase the awareness of your company and the solutions • Monitoring and reporting including most popular searches,
you offer. It also provides pull marketing that gets prospects cost per click, click through rate and average daily
to identify themselves resulting in additions to your spending
prospect list. • Estimated targeted traffic: 150+/- unique visitors

Campaign Components Offer to End User
• Keyword list building • White paper based on focus area
• AdWords • Other options: demo or assessment
• Landing page
• Reporting $2500

eCoast has a Google Qualified AdWords Professional on staff! This certification
demonstrates a high-level understanding of Google AdWords resulting in best quality score
and click through rate (CTR) so you will always rank high at a lower cost per click.


Getting Partners to Engage
SiriusPerspective: Engineer programs pre- and post-launch while
matching tactic to adoption model stage to maximize effectiveness.

SiriusDecisions
Sales Adoption Model New Hire/
Engage Partnership
Go Sell
Educate
Deal War Rooms
1-on-1 Training
Sales Productivity

Mentoring
Promote Programs
Case Studies
Playbooks Rep Attrition/
Sales Guides/
Webinars
Learning Partner Pruning
Sales Meetings Radio Shows
Games Podcasts

Source: SiriusDecisions
Rich Media Tools
Launch Workshops Channel Advisory
Channel Sales Training Councils
Communities Certification
Partner Portals Programs
Viral Videos

www.ecoastsales.com Time © 2010 eCoast. All rights reserved.

New Approach: Prescriptive MDF-funded Channel Plays


MDF Cost: Communicate Value and Effort

MDF Cost

$2500 $1600 $2775 $4550 $2500 $3000


Duration: Set Expectations with Partners

Duration

4 to 6 20 business 30 business 50 business days 60 business 20 business
weeks days days days days


Components: Include Requirements and Deliverables

Components

Key Word Data List Same Same Co-branded Email List Procurement
Searches, etc. Offer
Appointment Outbound Lead
Setting Gift Card Generation

Appointment Email List List Cleansing
Confirmation
Appointment Bi-Weekly Reporting
Post-Meeting Confirmation
Debrief

Bi-weekly
Reporting


Results: Letting Partners Know What Are The Deliverables

Results / ROI

5-10 2 Appointments 4 Appointments 8 Appointments 6 Marketing 4-6 Leads
Registrations Qualified Leads
15-20
6 Confirmed Prospects
Appointments
List Returned
Net New List to Partner for
300 Names Future
Nurturing


Everyone wants the
GlennGarry
leads that are ready
to close

They’ve all received “bad”
leads

They’ve all received “bad” leads

Results-Oriented
Pay-for-Performance

Marketing Investment Ratio to Pipeline Creation

Marketing Marketing Investment-to- Investment-to-
Sourced Pipeline Influenced Pipeline Pipeline Revenue
% of sales % of sales Average cost of Average revenue
pipeline uniquely pipeline touched demand creation generated from $1
created by by marketing of the sales invested in
marketing pipeline demand creation
Average*

10% to $5 to
30% to 82% 1% to 4%
50% $20+

Source: SiriusIndex


ROI Calculation on actual campaign

Total Marketing Spend: $64,800

Total SMB Partner Campaigns: 54
• 25 Completed 25 Active 4 Pending Plays
• Total Appointments Generated to Date:81
• Total Pipeline Generated to Date:
$2,784,280
• Average Deal Size: $34,374

Marketing/Pipeline Ratio: 1 to 43 (initial)

Closing the Loop with the Prospect

that matters…


Since the original lead which was a simple
security lead (ASA) with have provided
engineering services worth $30,000 and most
recently closed an UC opportunity worth
$375,000 and an infrastructure and cabling
opportunity for $105,000.

Thank You

Will Gibney
VP of Sales & Marketing
eCoast
wgibney@ecoastsales.com
603.516.7430

Laz Gonzalez
Research Director
SiriusDecisions, Inc.
lgonzalez@siriusdecisions.com
Websites: 203 665 4044 (w)
www.ecoastsales.com
www.sirusdecisions.com


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