2014 Marketo Marketing Nation Summit: Best-of-Breed Blueprint for Partner Demand Generation

Best-of-Breed Blueprint for Partner Demand
Generation
Courtney Wiley
Vice President of Marketing, Marketing Advocate
@wileyccoyote

© 2014 Marketo, Inc.#mktgnation14
Speaker Background

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
3:30-3:38
3:38-3:46
3:46-3:54
3:54-3:58
3:58-4:02
4:02-4:12
4:12-4:15

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”

Marketing Limitations Reported by Channel VARs,
Execution Key to Success

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?
0% 10% 20% 30% 40% 50% 60% 70%
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
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

Resellers Rely Heavily on Service Providers to
Augment Their Marketing Teams
Source: IPED Channel Masters, 2013

Lead Gen* Still Focus in 2014, Brings New Shift to
Digital Platforms
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Lead generation Thought leadership Customer acquisition
B2B marketers as a whole Channel marketers
[VALUE]
[VALUE]
2014 2013
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.**

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?

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%
Extensive use of marketing
automation
Limited use of marketing
automation
We don’t use marketing
automation
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

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.”

What the Analysts are Saying . . .
Hard incentives for marketing activities and results in your partner program. Most channel
GTM companies incentivize their channel partners solely for revenue generation (i.e., the
ultimate “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 out
additional margin discount points or back-end rebates for partners’ marketing performance.

The 6 Cs of Smart Partner Demand Generation
• Collaboration
• Contacts
• Content
• Campaigns
• Calculation

The Smartest Resellers Look to Outsource

Local, Customized Contacts + Campaigns to
Inform a Considered Purchase

Killer Content Begets Relevant Campaigns

Detailed Lead Report

Detailed Digital Body Language Report + Script

Reporting & Analytics Dashboard

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

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 partners
Enable your partner network
to generate demand
Ensure compliant and
effective sell-through
to the market
1
2
34
5
6

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

How it Works: Object-Oriented Architecture

Built for Integration

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

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 courtneywiley@marketingadvocate.com
• Connect with me on LinkedIn at
www.linkedin.com/in/cdwiley/

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.
sales@marketingadvocate.com

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/

2014 Marketo Marketing Nation Summit: Best-of-Breed Blueprint for Partner Demand Generation

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2014 Marketo Marketing Nation Summit: Best-of-Breed Blueprint for Partner Demand Generation

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