Marketing Programs and Investments - Progress.commedia.progress.com/exchange/2014/slides/pbf_marketing-programs... · Marketing Programs & Investments Laurel Rice Senior Manager,

Marketing Programs & Investments

Laurel Rice Senior Manager, Partner Marketing Progress Software

© 2014 Progress Software Corporation. All rights reserved. 2

Agenda

Marketing for 2015

Partner Marketing Resources

Demand Generation

Co-Marketing Examples

Marketing for 2015

80% of business decision-makers prefer to get company

information in a series of articles versus an advertisement

Source: HubSpot Inbound 2014


Content Marketing – the New Reality of the Marketing World

91 of business-to-business marketers are already using content marketing*

of CMOs plan to increase content marketing in the coming year*

of a sales cycle is over before a sales person even speaks with your buyer*

68%

60%

* Reference: "How Great Content Dresses your Company for Success" (A TSL Marketing Whitepaper)


Leverage Your Content Via Distribution

The right distribution channel puts the right content in front of the right person at the right time

“B2B customers contact a sales rep only after 70% of the purchase decision has been made”.

– Sirius Decisions, 2012

Website Pages

Business Blog

Social Media

Landing Pages

Call-to- Action

Marketing Emails


Source: 2014 Benchmark Report, © 2014 Demand Metric Research Corporation

Video

In 2015, video will be an important form of marketing & sales content

Video performs better than other content for producing conversions


Alignment: Business Strategy & Marketing Objectives

Business Strategy Marketing Objective Marketing Tactic

Acquire 500 new stores in 4 major cities

New radio promotion in Tier 2 markets

Become largest player in Tier 2 markets

Improve happy client referrals by 25%

“Qualify” DM to new store prospects to create

Type 2 leads

Increase brand recall from 25% to 40%

Sponsor golf events in Tier 2 markets to close

new prospects

Partner Marketing Resources


Partner Marketing

Business and Marketing Planning

Communication Enablement

and Empowerment

Demand Generation

Powered by

Progress

✔

✔

✔

Co-marketing/New business planning with key Partners

Sales acceleration activity through planning and enablement

Leverage PDF


Partner Communication


Business Empowerment & Marketing Enablement


Resources on PartnerLink & Progress Community

Event Calendar

Technical & Support

Product

Marketing

Training


Partner & Customer Reference Program

Questions?

Cynthia Cooper Senior Manager, Customer & Partner Reference

[email protected]

Access Partner driven reference assets on

PartnerLink to incorporate into your sales presentations, conversations and to use as

‘door openers’.


Sample of Recent Published Partner Case Studies

Demand Generation


Helping Our Partners to Drive Revenue

1. Partner Development Funds

2. Customized Campaigns – work with your Progress Partner Marketing Manager

3. Customizable “Dialog Marketing Program” – templates available for customization through VLG

4. Ignite Program – Marketing Consultation workshop for creation of a Go to Market Plan, with full marketing services to implement (TSL Marketing)

5. Ignite Marketing Resource Site – ready-to-go templates and programs


1. Partner Development Funds (PDF) Program

Co-marketing funding support

Reimbursement of up to 50% of activity/event

• May be used for co-branded marketing activities and co-sponsored events promoting Progress applications.

• Eligible activities include: Advertising/media/PR, Collateral/literature, Lead-generation activities, Seminars/events, Training/certification, Web marketing

Online Submission:


Definitions

Hit – Any user that responds to invitation

Double Digit %

• Click-Through – % of Hits that reach call to action page

Avg. 40-60%

• Call-to-action – % of CTR that accepts CTA

Variable depending on CTA

2. VLG – Customizable Dialog Marketing Programs


Available Templates / Dialog Marketing

Choose from several different styles & customize

Choose from flat, dimensional direct mail or HTML email


Uncover New Opportunities Seamless PDF process Nurture Existing, Run-rate Business

3. Progress Ignite – Driving Revenue Growth

Marketing Consultation to

Develop an Integrated Campaign

Events

Advertising

Social Media

Direct Marketing

Internet / Content

Marketing

Telemarketing


Ignite Program Benefits

Increase Revenue Create Awareness & Demand

Build Sales Pipeline

Identify New Areas for Growth

Validate Current Value Proposition

Support for Marketing Campaign

Implementation

Investment From Progress, e.g., PDF, Templates, Agency Support (TSL), etc.


4. Ignite Marketing Resources Site

Templates, Packaged Campaigns and Additional Campaign Services TSL Marketing providing execution, planning and PDF support services

Landing Page on PartnerLink Ignite Marketing Resources Site (3 Tabs)

Co-Marketing Samples


Demand Gen – Marketing Impact on Revenue

B & L embraced SaaS model for future customers in 2013

Aligned marketing strategy to support new business model – used PDF to support additional marketing investement (WP’s, events, web traffic, ads)

Results from first half 2014 YTD bookings

Closed 450% more companies

Closed 352% more in bookings

Used 50% fewer Business Development resource

* Compared first half of 2013


Sonata Software (India) “Are You Ready for Change? Business Rules!”

Audience CTOs and CIOs VPs of Strategic Planning

& Transformation

Uncover market potential for Corticon Generate opportunities

for our channel partners

Marketing investment of US$8,000 Return of 6 opportunities

of US$886,000

Objective

ROI


Co-Marketing BravePoint: Infographic, Email & Landing Page


Progress Visionaria – Quantum & Progress Events

Audience: Progress Customers & Net New Customers

3 Events in Colombia, Peru and Equador

Cost $10K (PDF covered 50%)

+100 people attended the 3 events

13 opportunities – USD 112,350


Skyward Campaign

Audience: CTOs; net new customers (1000 contacts)

Direct Mail, plus Two emails per target.

Cost $12K (PDF covered 50%)

2015 Powered By Progress Award

Award Criteria: Creativity of utilization of the Powered by Progress medallion and integrating Powered by Progress messaging within their sales and marketing campaign, event and/or program Who can Participate: Any active and good standing member of Progress Partner+ program (All Tiers) When: December 1, 2014 – May 31, 2015!


Event Category Winners • 1st: B&L Information Systems

• 2nd: Davanti Warehousing BV

Web/Social Media Category Winners • 1st: Roundtable Software

• 2nd: Bluebird Auto Rental Systems

2014 Award Winners


Nathalie Brar-Chauveau

Sr. Field Marketing Manager

Monique Bruins

Sr. Field Marketing Manager

Paul O’Sullivan

EMEA Manager Sr. Field Marketing Manager

Kristina Rümmler

Field Marketing Manager

Contact Your Local Marketing Manager

Regina de Camargo Cavalcanti

CALA Sr. Marketing Manager

Chuck Sicard

Global Partner Marketing Manager

Laurel Rice

NA & Global Partner Lead Sr. Partner Marketing Manager

May Cheok

Asia Sr. Field Marketing Manager

AJ Kriete

Partner Marketing Manager

Dawn D’Cotta

ANZ Sr. Field Marketing Manager

Get session details & presentation downloads Complete a survey Access the latest Progress product literature

www.progress.com/exchange2014

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Marketing Programs and Investments - Progress.commedia.progress.com/exchange/2014/slides/pbf_marketing-programs... · Marketing Programs & Investments Laurel Rice Senior Manager,