Optimizing Your Next Demand Generation Campaign - Best Practices, 9 10 09
1. Optimizing Your Next Demand Generation
Campaign - Best Practices
Why your current method of ROI tracking is wrong!
Will Gibney
Vice President
eCoast
wgibney@ecoastsales.com
603.516.7430
2. eCoast Overview
Specializing in scalable, result-based channel
demand generation services to the technology
industry.
Customer Profiles
-Manufacturers & Distributors
-National VARS
-Regional & Local VARS
Service Offerings
-Demand Generation
-Pay-for-Performance Appointment Setting
-Inbound Marketing
-Web Marketing
Technology Specializations
--Unified Communications
-Network Security
-Storage & Virtualization
-Managed Services
eCoast Facts
Years in Business: 9
Employees: 135
Location: Rochester, NH
30,000 square foot location
Footprint: US/Canada &
Europe
Ownership: Privately Held
Number of Calling Agents: 100
50+ Manufacturer Certified
Agents
Approved Channel Vendor for;
HP, Microsoft, Cisco, Avnet, Dell,
Motorola, Citrix.
22. Conversation Lead Notes
Prospect (CFO) explained that there has not been an IT department for over a year and
Said they have a lot of hardware problems and is woefully out of date with updates,
Patches and security updates and would like to work with Partner to set up managed
services for the college.
The company received a proposal from Partner in February 2008 for Managed
Services and was not able to move forward with Partner. They are now interested in
moving in the forward with the project and would like to re-engage with Partner to
since they have not had contact with them since February 2008.
Pain Statement
The college has no IT Staff and is looking for a Managed solution to maintain their
Network and Phone systems to keep them updated and provide maintain them.
27. “All went well today and we have set up another meeting for May 22nd. They are
buying in 3-6 months. Thanks for the appointment”
“Jay, I met with Geostrom yesterday. This was by far the most qualified call you
have booked. There are multiple opportunities and it sounds like there is budget to
spend.” - Axis Solutions
3-TD, Inc. meeting went well. I have a $7K proposal to go over with Mr. Brant next
week. Thanks! ” DMB Technologies, LLC.
“Meeting went well with PT Real Estate…it never hurts to fill the pipeline! My
contact said very good things about your sales contact person” Corbel Solutions
“Meeting was great, we have a quote in place for phase I at $70K worth of Cisco
gear. Phase 2 could be another $50K. We look good!” - Building Better Networks
29. 150K Closed Deal
Conversation Lead Notes
Kim said that they have an older Nortel Norstar purchased in
1999 with 75 telephones at 1 location. They have an 8 year old
Nortel Norstar Telephone system that has reached its end of
life status and is no longer supported. Kim stated that she is
interested in reviewing Cisco's UC solution and the Nortel/Mitel
trade in promotion.
Action Item Summary
Kim is expecting an on site appointment on Thursday, October
25th at 9:30 AM CST. I sent a confirmation Outlook Appointment
Reminder to Kim at
39. “We were able to register a deal and utilize
Cisco OIP channel pricing which
allowed us to ultimately
beat the competition and
win the deal.”
-Kyle Hair, Co-owner of Decian
50. “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.”
54. What’s next?
Pre-Campaign ROI Calculator: http://www.ecoastsales.com/demand/roi.cfm
Free List Preview: www.ecoastlists.com
Force 3 Video Case Study: http://www.youtube.com/watch?v=PkEOjMJBbNQ
VAR Marketing Blog: http://varmarketing.ecoastsales.com
Web: www.ecoastsales.com
Twitter: @eCoastWillyG
Will it Blend? Videos: http://www.youtube.com/user/Blendtec
Book: The Trusted Advisor, David Maister
Contact Will: wgibney@ecoastsales.com, 603.516.7430
55. Next Webinar:
Social Media Marketing for the Channel – Part 2
Tuesday, September 15, 1pm EST
Register at the eCoast home page: ecoastsales.com
• Recap of the top Social Media options
• Managing your Social Media strategy
• Converting Social Media Marketing into leads
• Giveaway another Flip Video Camera!