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

Best-of-Breed Blueprint for Partner Demand Generation

Courtney WileyVice President of Marketing, Marketing Advocate@wileyccoyote

Page 2 © 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

3:30-3:383:38-3:463:46-3:54

3:54-3:58

3:58-4:024:02-4:124:12-4:15


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?

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

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

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

Lead

gen

erat

ion

Thou

ght l

eade

rshi

p

Cust

omer

acq

uisit

ion

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

B2B marketers as a whole Channel marketers

2014 2013

79.90%

67.00%

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%

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.”

http://www.channeleyes.com/


What the Analysts are Saying . . .

Hard incentives for marketing activities and results in your partner program. Most channelGTM companies incentivize their channel partners solely for revenue generation (i.e., theultimate “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 outadditional margin discount points or back-end rebates for partners’ marketing performance.

Now what?


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 partnersEnable 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 [email protected]

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

mailto:[email protected]

http://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.

[email protected]

mailto:[email protected]

Thank You!


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/

http://www.impactbnd.com/20-eye-opening-statistics-on-lead-nurturing/

http://www.impactbnd.com/20-eye-opening-statistics-on-lead-nurturing/