channel marketing in automation - isa marketing & sales summit 2013

Juliann Grant, Vice President, MarketingeCoast Sales Solutions

Channel Marketing

http://www.ecoastsales.com/

© 2010 eCoast. All rights reserved.www.ecoastsales.com 1.877.766.7355 8 th Annual ISA Marketing & Sales Summit

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

Exp

lore

Buy

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.

23.9%

81%

23.3%



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

& SEO




Inbound Marketing: Building out Keywords

Ind

ustria

l

Safe

ty



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

ria

SalesTargets by Accounts



A Typical Scenario

TheseLeadsSuck!

I worked my ass off trying

to get you some good

leads



Need to Improve Sales-Marketing Focus

SI

Named

Accts

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

Lis

t #

1 $24 Cost Per Record

$373 Cost Per Lead

$1 Cost Per Record

$954 Cost Per LeadLis

t #

2

Save

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

List

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 [email protected]

Website

ecoastsales.com

Blog blog2.ecoastsales.com

LinkedIn

linkedin.com/companies/ecoast

Twitter twitter.com/ecoast

Facebook

facebook.com/ecoast

Twitter Twitter.com/julianng

LinkedIn

Linkedin.com/in/julianngrant
