Channel Marketing in Automation - ISA Marketing & Sales Summit 2013
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Transcript of Channel Marketing in Automation - ISA Marketing & Sales Summit 2013
Juliann Grant, Vice President, MarketingeCoast Sales Solutions
Channel Marketing
© 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
© 2010 eCoast. All rights reserved.www.ecoastsales.com 1.877.766.7355 8 th Annual ISA Marketing & Sales Summit
Ever Heard the Mantra…
TheSales Whales
80% of Your Revenue Comes
From 20% of Your Customers {
© 2010 eCoast. All rights reserved.www.ecoastsales.com 1.877.766.7355 8 th Annual ISA Marketing & Sales Summit
Challenges in the Channel
© 2010 eCoast. All rights reserved.www.ecoastsales.com 1.877.766.7355 8 th Annual ISA Marketing & Sales Summit
Channels
Challenges in the Channel
ManufacturerEnd
Customers1 TierPartner
2 TierPartner
Distributor
Direct
© 2010 eCoast. All rights reserved.www.ecoastsales.com 1.877.766.7355 8 th Annual ISA Marketing & Sales Summit
Common Channel Conflict
© 2010 eCoast. All rights reserved.www.ecoastsales.com 1.877.766.7355 8 th Annual ISA Marketing & Sales Summit
If You Are Managing One
© 2010 eCoast. All rights reserved.www.ecoastsales.com 1.877.766.7355 8 th Annual ISA Marketing & Sales Summit
Managing Partner Programs
Recruitment
TrainingEngagemen
tIncentives
Enablement
© 2010 eCoast. All rights reserved.www.ecoastsales.com 1.877.766.7355 8 th Annual ISA Marketing & Sales Summit
If You Are In A Channel
© 2010 eCoast. All rights reserved.www.ecoastsales.com 1.877.766.7355 8 th Annual ISA Marketing & Sales Summit
In the Channel, You Deal With…
SellingCompetingProducts
ProductKnowledge
PricingCertainBrand
Incentives
© 2010 eCoast. All rights reserved.www.ecoastsales.com 1.877.766.7355 8 th Annual ISA Marketing & Sales Summit
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
© 2010 eCoast. All rights reserved.www.ecoastsales.com 1.877.766.7355 8 th Annual ISA Marketing & Sales Summit
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
© 2010 eCoast. All rights reserved.www.ecoastsales.com 1.877.766.7355 8 th Annual ISA Marketing & Sales Summit
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
© 2010 eCoast. All rights reserved.www.ecoastsales.com 1.877.766.7355 8 th Annual ISA Marketing & Sales Summit
Drive and Manage Demand
© 2010 eCoast. All rights reserved.www.ecoastsales.com 1.877.766.7355 8 th Annual ISA Marketing & Sales Summit
Establish a Model: The Demand Waterfall
®Copyright SiriusDecisions Inc.
23.9%
81%
23.3%
© 2010 eCoast. All rights reserved.www.ecoastsales.com 1.877.766.7355 8 th Annual ISA Marketing & Sales Summit
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
®Copyright SiriusDecisions Inc.
www.ecoastsales.com 1.877.766.7355 8 th Annual ISA Marketing & Sales Summit
Inbound Marketing
& SEO
© 2010 eCoast. All rights reserved.www.ecoastsales.com 1.877.766.7355 8 th Annual ISA Marketing & Sales Summit
Inbound Marketing: Building out Keywords
Ind
ustria
l
Safe
ty
© 2010 eCoast. All rights reserved.www.ecoastsales.com 1.877.766.7355 8 th Annual ISA Marketing & Sales Summit
Search Engine Optimization Factors
© 2010 eCoast. All rights reserved.www.ecoastsales.com 1.877.766.7355 8 th Annual ISA Marketing & Sales Summit
Google Search Signals
© 2010 eCoast. All rights reserved.www.ecoastsales.com 1.877.766.7355 8 th Annual ISA Marketing & Sales Summit
Being Social Also Sells More
© 2010 eCoast. All rights reserved.www.ecoastsales.com 1.877.766.7355 8 th Annual ISA Marketing & Sales Summit
Or Those Who Are Not Social…
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Tele-Prospecting
© 2010 eCoast. All rights reserved.www.ecoastsales.com 1.877.766.7355 8 th Annual ISA Marketing & Sales Summit
Get In the Door – TeleProspecting Services
Appointment Setting
Inbound Lead Generation
Account-BasedMarketing
Event Attendance
Partner Recruitment
Inside Sales Support
© 2010 eCoast. All rights reserved.www.ecoastsales.com 1.877.766.7355 8 th Annual ISA Marketing & Sales Summit
Where TeleProspecting Fits Inn
®Copyright SiriusDecisions Inc.
© 2010 eCoast. All rights reserved.www.ecoastsales.com 1.877.766.7355 8 th Annual ISA Marketing & Sales Summit
Gather Account Intelligence
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Account-Based Marketing
© 2010 eCoast. All rights reserved.www.ecoastsales.com 1.877.766.7355 8 th Annual ISA Marketing & Sales Summit
Marketing and Sales Go To Market Differently
Marketing
Targets by Crite
ria
SalesTargets by Accounts
© 2010 eCoast. All rights reserved.www.ecoastsales.com 1.877.766.7355 8 th Annual ISA Marketing & Sales Summit
A Typical Scenario
TheseLeadsSuck!
I worked my ass off trying
to get you some good
leads
© 2010 eCoast. All rights reserved.www.ecoastsales.com 1.877.766.7355 8 th Annual ISA Marketing & Sales Summit
Need to Improve Sales-Marketing Focus
SI
Named
Accts
Criteria-based Marketing
Account-Based Marketing
Industry/Niche Marketing
SIC CodeGeographyTitles
© 2010 eCoast. All rights reserved.www.ecoastsales.com 1.877.766.7355 8 th Annual ISA Marketing & Sales Summit
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.
© 2010 eCoast. All rights reserved.www.ecoastsales.com 1.877.766.7355 8 th Annual ISA Marketing & Sales Summit
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
© 2010 eCoast. All rights reserved.www.ecoastsales.com 1.877.766.7355 8 th Annual ISA Marketing & Sales Summit
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
Account-Based Marketing
Criteria-Based Marketing
© 2010 eCoast. All rights reserved.www.ecoastsales.com 1.877.766.7355 8 th Annual ISA Marketing & Sales Summit
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
© 2010 eCoast. All rights reserved.www.ecoastsales.com 1.877.766.7355 8 th Annual ISA Marketing & Sales Summit
Improved Conversions with ABM Tactics
© 2010 eCoast. All rights reserved.www.ecoastsales.com 1.877.766.7355 8 th Annual ISA Marketing & Sales Summit
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
© 2010 eCoast. All rights reserved.www.ecoastsales.com 1.877.766.7355 8 th Annual ISA Marketing & Sales Summit
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
© 2010 eCoast. All rights reserved.www.ecoastsales.com 1.877.766.7355 8 th Annual ISA Marketing & Sales Summit
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
© 2010 eCoast. All rights reserved.www.ecoastsales.com 1.877.766.7355 8 th Annual ISA Marketing & Sales Summit
ABM: Achieve Marketing-Sales Alignment
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Sales Enablement
© 2010 eCoast. All rights reserved.www.ecoastsales.com 1.877.766.7355 8 th Annual ISA Marketing & Sales Summit
Partner Tools
Product/SolutionPortals
Product/SolutionTraining
Co-Branded Assets
Co-BrandedCampaigns
MarketingPortals
© 2010 eCoast. All rights reserved.www.ecoastsales.com 1.877.766.7355 8 th Annual ISA Marketing & Sales Summit
Thank You!
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