How to Stop Random Acts of Channel Marketing, Using Platform Technology (Channel Management)
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Have your channel partners or distributors used the wrong logo, an outdated brochure or highlighted a product that no longer exists? Learn the best practices for channel management using channel marketing technology. For more than 24 years, Minneapolis-based marketing agency Gage has created marketing and technological solutions for some of the world's best known brands to prevent random acts of marketing. If you are losing sleep over random marketing, check out this recent presentation from Gage's Mark Kurtz, who was a featured speaker at the June 2016 Channel Chiefs Conference Series. Contact us at hello (at) gage.com with any questions--tell us how we can help.
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How to Stop Random Acts of Channel Marketing, Using Platform Technology (Channel Management)
- 1. © 2015, Page 1© 2015, Page 1© 2015 © 2015, Page 1 © 2015 Page 1© 2015 Page 1© 2015 Gage Page 1 Preventing Random Acts of Channel Marketing The Emergence of Platforms for Synchronized Channel Marketing Mark Kurtz, Gage mark_kurtz@gage.com @markkurtz @gagegroup #StopRandomMarketing #ChannelChiefs
- 2. 2
- 3. 3© 2015 Gage Page 3 What does random look like?
- 4. ? $
- 6. © 2015, Page 6© 2015, Page 6© 2015 © 2015, Page 6 © 2015 Page 6© 2015 Page 6© 2015 Gage Page 6 What problem are we solving? @markkurtz @GageGroup
- 7. © 2015, Page 7© 2015, Page 7© 2015 © 2015, Page 7 © 2015 Page 7© 2015 Page 7© 2016 Gage Page 7 M I S S I O N : B U I L D P A R T N E R ’ S B U S I N E S S S T R E N G T H E N R E L A T I O N S H I P S E M P O W E R C H A N N E L M A R K E T I N G W I T H T E C H N O L O G Y D R I V E B E H A V I O R T O I N C R E A S E S A L E S
- 8. © 2015, Page 8© 2015, Page 8© 2015 © 2015, Page 8 © 2015 Page 8© 2015 Page 8 1. Channel Chief Stories 2. Integrated Ideas / Global Channel 3. Platform Revolution 3 T A K E A W A Y S @markkurtz @GageGroup
- 9. © 2015, Page 9© 2015, Page 9© 2015 © 2015, Page 9 © 2015 Page 9© 2015 Page 9 37% to 72% market share via Channel “Micro Moments” 8 figure MDF! Now what? Role of Psychology Importance of UX Auctions for channels? Really? Why? #UseTheData Dogfood NOTE: Randomness Eliminated by Platforms C H A N N E L C H I E F S P E E D R O U N D
- 10. 10© 2015 Gage Page 10 37% -> 72% Preference
- 11. 11© 2016 Gage Page 11 Fun and easy Relevant Attribute based Gamification Earn points for activity Redeem for content C U LT I VAT E I N F LU E N C E R S @markkurtz @GageGroup
- 12. 12© 2016 Gage Page 12 N U R T U R E Points Commitments Geo-Demo-Psycho Attributes DAM-CRM
- 13. 13© 2016 Gage Page 13 ( L A N D A N D ) E X PA N D “Champions” Adhoc promotions Team selling Social Learning CE
- 14. 14© 2015 Gage Page 14 “Micro Moments”
- 15. © 2015, Page 15© 2015, Page 15© 2015 © 2015, Page 15 © 2015 Page 15© 2015 Page 15© 2015 Page 15
- 16. © 2015, Page 16© 2015, Page 16© 2015 © 2015, Page 16 © 2015 Page 16© 2015 Page 16© 2015 Page 16
- 17. 17© 2015 Gage Page 17 Optimizing MDF
- 22. © 2015 Gage Page 22 Role of Psychology (FOMO)
- 23. 23
- 24. 24
- 25. 25© 2015 Gage Page 25 Make your platform beautiful… (Importance of UX)
- 26. © 2015, Page 26© 2015, Page 26© 2015 © 2015, Page 26 © 2015 Page 26© 2015 Page 26© 2015 Page 26
- 27. © 2015 Gage Page 27 Auctions
- 28. 28 Controls reward liability Unique experiences Combine
- 29. 29© 2015 Gage Page 29 Dogfood
- 30. © 2015, Page 30© 2015, Page 30© 2015 © 2015, Page 30 © 2015 Page 30© 2015 Page 30© 2015 Page 30
- 31. © 2015, Page 31© 2015, Page 31© 2015 © 2015, Page 31 © 2015 Page 31© 2015 Page 31 H O W D O Y O U M E A S U R E Y O U R P L A T F O R M T O P R E V E N T R A N D O M M A R K E T I N G ?
- 32. © 2015, Page 32© 2015, Page 32© 2015 © 2015, Page 32 © 2015 Page 32© 2015 Page 32© 2015 Page 32 32 S T A R T W I T H C H A N N E L J O U R N E Y M A P S
- 33. © 2015, Page 33© 2015, Page 33© 2015 © 2015, Page 33 © 2015 Page 33© 2015 Page 33© 2015 Page 33 33 # U S E T H E D A T A
- 34. 34
- 35. © 2015 Gage Page 35 What does elegant look like?
- 36. © 2015, Page 36© 2015, Page 36© 2015 © 2015, Page 36 © 2015 Page 36© 2015 Page 36 Program introduction ad Tradeshow booth display Office poster Collateral/how to get started Responsive design/mobile SmartHQ Online banner ad & email Promotional videos online & TV SmartRewards Mug/promotional products T-shirt Buttons, pins for milestones Tablet sleeve
- 37. 37
- 38. Best Partner Workforce Learning Solution 38
- 39. © 2015, Page 39© 2015, Page 39© 2015 © 2015, Page 39 © 2015 Page 39© 2015 Page 39© 2015 Gage Page 39
- 40. © 2015, Page 40© 2015, Page 40© 2015 © 2015, Page 40 © 2015 Page 40© 2015 Page 40© 2015 Page 40
Editor's Notes
- Introduction: * You can read my bio What type of session would I like to attend? Get ideas
- introduction
- 4.Dynamically generated, relevant content creates the personalized experience
- Young Paul McCartney Animate this slide -
- 4.Dynamically generated, relevant content creates the personalized experience
- We combine decades of channel marketing best practices with proven technology approaches – for the world’s largest brands. We’re probably one of the largest players in this market you’ve never heard of….
- #Channel Chiefs Follow along online at www.gage.com/download What will I learn from attending your session? In this best-practices sharing session, Mark will reveal insights and ideas on over two decades of managing channel and indirect sales campaigns. What are the best ways to synchronize your channel marketing to drive true advocacy? (Hint: It’s not just about providing monetary incentives.) What is the best way to combine channel promotions to drive engagement without randomizing your partners? Mark will share examples of these combinations working in real life scenarios. How do you synchronize channel marketing campaigns across 6,674 partners that range from two persons organizations to multi-billion dollar channel partners? What are the best practices to leverage and optimize MDF? How much autonomy should you give your channel partners to represent your brand and what do your channel partners really need to help sell and market for you? This session will be based on actual examples and data from global channel campaigns including a focused discussion on how to identify potential within your channel based on data analytics. A case study will be shared that showcases how one firm eliminated their random marketing programs and integrated into one, synchronized program. The results: their existing, mature channel sales volume rose by 10.4% YoY while reducing their marketing spend. Attend Mark’s session to understand how this firm went “all in” on channel platforms to eliminate the random acts of channel marketing and set the standard for global best practices.
- Who does not have a channel marketing solution? 2 weeks ago – one of the large brands in the world – running channel via spreadsheet and rebates EDUCATION / MARKET / REWARD Rip and Replace is almost impossible Behold the power of APIs Typical example CRM Rewards Sales System Marketing Materials Promotions (stop and start) Where do you start?
- Who does not have a channel marketing solution? 2 weeks ago – one of the large brands in the world – running channel via spreadsheet and rebates EDUCATION / MARKET / REWARD Rip and Replace is almost impossible Behold the power of APIs Typical example CRM Rewards Sales System Marketing Materials Promotions (stop and start) Where do you start?
- Who does not have a channel marketing solution? Rip and Replace is almost impossible Behold the power of APIs Typical example CRM Rewards Sales System Marketing Materials Promotions (stop and start) Where do you start?
- Rather than telling you about this, let’s show you. These are real examples that articulate how to scale your channel programs.
- Rather than telling you about this, let’s show you. These are real examples that articulate how to scale your channel programs.
- Rather than telling you about this, let’s show you. These are real examples that articulate how to scale your channel programs.
- Rather than telling you about this, let’s show you. These are real examples that articulate how to scale your channel programs.
- Who does not have a channel marketing solution? Rip and Replace is almost impossible Behold the power of APIs Typical example CRM Rewards Sales System Marketing Materials Promotions (stop and start) Where do you start?
- inventory merchandise offered at highly discounted rates for immediate purchase Allows resellers with low point balances to potentially earn an item Stimulates competition and community between participants as they try to “nab” items Drives sense of urgency as there are a limited number of items available
- Who does not have a channel marketing solution? Rip and Replace is almost impossible Behold the power of APIs Typical example CRM Rewards Sales System Marketing Materials Promotions (stop and start) Where do you start?
- Who does not have a channel marketing solution? Rip and Replace is almost impossible Behold the power of APIs Typical example CRM Rewards Sales System Marketing Materials Promotions (stop and start) Where do you start?
- Who does not have a channel marketing solution? Rip and Replace is almost impossible Behold the power of APIs Typical example CRM Rewards Sales System Marketing Materials Promotions (stop and start) Where do you start?
- Incorporated stakeholder input and user interviews to match law school curriculum and identify key milestones and problems law students are trying to solve We then assessed how their journey may be influenced by the systems and resources they may encounter along the way to identify opportunities for improvement
- Incorporated stakeholder input and user interviews to match law school curriculum and identify key milestones and problems law students are trying to solve We then assessed how their journey may be influenced by the systems and resources they may encounter along the way to identify opportunities for improvement
- Who does not have a channel marketing solution? Rip and Replace is almost impossible Behold the power of APIs Typical example CRM Rewards Sales System Marketing Materials Promotions (stop and start) Where do you start?
- In addition to the EDUCATE Platform, Gage has two other channel marketing platforms that comprise our Channel Performance Suite. These are REWARD, an incentive and loyalty platform and MARKET, a marketing enablement platform. We created this Suite in response to channel marketers’ frustrations with the “patchwork quilt” of single point solutions available to them. Our platforms are easily combined to provide a full-service, integrated platform suite to support all your channel marketing needs. Key Points The Gage Channel Performance Suite includes EDUCATE, REWARD and MARKET Platforms offering integrated, full-service support for all your channel marketing needs.