channel marketing in automation - isa marketing & sales summit 2013

Juliann Grant, Vice President, MarketingeCoast Sales Solutions

Channel Marketing

Agenda

• Channel Marketing – Why Is It Different• Challenges of the Channel • Channel Marketing Best Practices

Model Your Demand: Demand Generation Waterfall

Inbound Marketing/SEO Tele-Prospecting Account-Based Marketing Sales Enablement

• Next Steps

Ever Heard the Mantra…

TheSales Whales

80% of Your Revenue Comes

From 20% of Your Customers {

Challenges in the Channel

Channels

Challenges in the Channel

ManufacturerEnd

Customers1 TierPartner

2 TierPartner

Distributor

Direct

Common Channel Conflict

If You Are Managing One

Managing Partner Programs

Recruitment

TrainingEngagemen

tIncentives

Enablement

If You Are In A Channel

In the Channel, You Deal With…

SellingCompetingProducts

ProductKnowledge

PricingCertainBrand

Incentives

What’s Available to Help the Channel?

Market Development Funds

Co-Op Marketing

www.ecoastsales.com 1.877.766.7355 8 th Annual ISA Marketing & Sales Summit

Channel Marketing Best Practices

Demand ModelingInbound Marketing & SEOAccount-Based MarketingSales Enablement

Understanding the Buyers Journey

• Learn About Approaches• Identify Opportunity• Feel Need or Pain

• Measure Results• Adopt and Use• Deploy or Launch

• Identify Solutions• Build a Business

Case• Commit to Change

• Choose Approach• Compare Alternatives• Consider Risks

Engage

Discover

Evaluate

• Select Vendor• Check References

Source: Forester Research

Who is your Market? Creating Buyer Personas

Demographics - gender, age, marital status, income level, location, educationPsychographics - personality, values, attitudes, interests, lifestylesBizographic - industry, seniority, functional area, role, responsibilities, knowledge, riskMotivation - needs, goals, pains, ideals, challengesRelationships - individual, directed, collaborative, competitive, contentious, subordinate, superior, consensusModality - methodical, spontaneous, humanistic, competitive

Drive and Manage Demand

Establish a Model: The Demand Waterfall

®Copyright SiriusDecisions Inc.

Definitions

• MQL – Marketing Qualified Lead• AQL – Automation Qualified Lead• TAL – Tele-prospecting Accepted Lead• TGL – Tele-prospecting Generated Lead• TQL – Tele-prospecting Qualified Lead• SGL – Sales Generated Lead• SAL – Sales Accepted Lead• SQL – Sales Qualified Lead

Inbound Marketing

Inbound Marketing: Building out Keywords

ustria

Search Engine Optimization Factors

Google Search Signals

Being Social Also Sells More

Or Those Who Are Not Social…

Tele-Prospecting

Get In the Door – TeleProspecting Services

Appointment Setting

Inbound Lead Generation

Account-BasedMarketing

Event Attendance

Partner Recruitment

Inside Sales Support

Where TeleProspecting Fits Inn

Gather Account Intelligence

Account-Based Marketing

Marketing and Sales Go To Market Differently

Marketing

Targets by Crite

SalesTargets by Accounts

A Typical Scenario

TheseLeadsSuck!

I worked my ass off trying

to get you some good

Need to Improve Sales-Marketing Focus

Criteria-based Marketing

Industry/Niche Marketing

SIC CodeGeographyTitles

Targeting Accounts: The Cost of Bad Data

Marketing Sherpa Study* Proves 60.85% Decrease In Overall Campaign Costs

1 $24 Cost Per Record

$373 Cost Per Lead

$1 Cost Per Record

$954 Cost Per LeadLis

63% Per

Campaign

The “best deal” list, at $1 per record, results in a campaign that is more

than 2.5 times more costly than the most efficient list.

ABM: Different Lead Source Expectations• Large enterprise accounts (reps manage 1-

3) Marketing will only source 10% of the pipeline Marketing’s job is to influence the buyers

through the buy cycle

• Named Account Models (reps manage 10-30) Marketing will source only 15-20% of the

pipeline Marketing’s job is to source new contacts,

market to the buying team

• Non-named accounts (Criteria-based Marketing) Marketing will source 30% of the pipeline

ABM: What is it?

• Sales selects target accounts

• Account lists developed

• High touch• Success is measured

by Conversion rates ROI Volume of Sales

Qualified Leads and Sales Accepted Leads

• Targeted/leveraged value proposition

• Marketing casts a wide net

• Lists are not targeted• Low touch • Success is measured

by: Volume of leads Cost per lead ROI

• One size fits all value proposition

Criteria-Based Marketing

Why ABM? Case Study* Comparison

Criteria-Based

Marketing

Account-Based

Marketing

* Network Infrastructure Enterprise Case Study

Cost: $100k $60k

Leads Produced: 230 86

Cost Per Lead: $434.7 $697.7

No. of Deals Registered: 77 51

Leads to Registered Deal Conversion Rate:

33.5% 59.3%

Pipeline Produced: $2.982M $3.215M

Average Opportunity Value: $38,739 $63,041

ROI (Pipe:Cost): 29.8:1 53.6:1

Improved Conversions with ABM Tactics

ABM Process - Typically 4-6 Months

List Build: 2-3

ContactsPer Account

Build Account

Profile: Tele-Prospecting

Nurture Marketing

Tactics

ListBuild

Tele-Prospecting

Re-Engagemen

t4-6 Weeks

NurtureMarketing

Tactics

Achieve Best Results Through Re-Engagement

Add New Target

Accounts

ContinueCycle

Client Provides

Data:20-50

Accounts

Why Account-Based Marketing

Phone Verified

90% accurate

GeneratesMore

SAL/SQLLeads

HigherPipelineValues

TargetedNamedAccount

CanvasEach

TargetAccount

Re-engageme

ntcycles

Higher Return On Investmen

t=High Touch

Process

Sales Marketing

Sales and Marketing Both Benefit

No disputing leads

Aligns with targeted account lists

Get in the door faster

Manage information effectively around account

Nurture plan is focused

Better account planning

No disputing leads

Develop leads sales wants

Help move down the buy cycle through planned content

More focused nurture campaigns

Higher efficiency

Higher quality leads

ABM: Achieve Marketing-Sales Alignment

Sales Enablement

Partner Tools

Product/SolutionPortals

Product/SolutionTraining

Co-Branded Assets

Co-BrandedCampaigns

MarketingPortals

Thank You!

Phone 603.994.4316 | 1.877.766.7355

Email jgrant@ecoastsales.com

Website

ecoastsales.com

Blog blog2.ecoastsales.com

linkedin.com/companies/ecoast

Twitter twitter.com/ecoast

Facebook

facebook.com/ecoast

Twitter Twitter.com/julianng

Linkedin.com/in/julianngrant

channel marketing in automation - isa marketing & sales summit 2013

Business

2014 isa executive summit

executive marketing summit

pitme marketing summit:

sales & marketing summit - fusion crm

distributed marketing marketing automation summit - artoos

pharma marketing summit

sales & marketing summit presentation 10.06.09

marketing automation summit 2015

sales & marketing summit, 2011

presentación de powerpoint - isa · presentación...

power marketing summit

rural marketing summit

online marketing summit

marketingsherpa b2b marketing summit

mobile marketing gambling summit slideshare

julie fraser, cambashi inc. president & principal industry...

online marketing summit presentation workshop

mid-atlantic marketing summit: advocate marketing

adobe digital marketing summit 2012

brighttalk content marketing summit