Channel Marketing in Automation - ISA Marketing & Sales Summit 2013

Juliann Grant, Vice President, Marketing
eCoast Sales Solutions
Channel Marketing

© 2010 eCoast. All rights reserved.www.ecoastsales.com 1.877.766.7355 8th Annual ISA Marketing & Sales
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…
The
Sales Whales
80% of Your
Revenue Comes
From 20% of
Your Customers {

Challenges in the Channel

Channels
Challenges in the Channel
Manufacturer
End
Customers
1 Tier
Partner
2 Tier
Partner
Distributor
Direct

Common Channel Conflict
Geography
Price
Wars
Crossed
Accounts
Services

If You Are Managing One

Managing Partner Programs
Recruitment Training Engagement Incentives Enablement

If You Are In A Channel

In the Channel, You Deal With…
Selling
Competing
Products
Product
Knowledge
Pricing
Certain
Brand
Incentives

What’s Available to Help the Channel?
Market Development
Funds
Co-Op Marketing

www.ecoastsales.com 1.877.766.7355 8th Annual ISA Marketing & Sales
Channel Marketing
Best Practices
Demand Modeling
Inbound Marketing & SEO
Account-Based Marketing
Sales 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
Evaluat
e
• Select Vendor
• Check References
Source: Forester Research

Who is your Market? Creating Buyer Personas
Demographics - gender, age,
marital status, income level,
location, education
Psychographics - personality,
values, attitudes, interests,
lifestyles
Bizographic- industry, seniority,
functional area, role,
responsibilities, knowledge, risk
Motivation - needs, goals, pains,
ideals, challenges
Relationships - individual,
directed, collaborative,
competitive, contentious,
subordinate, superior, consensus
Modality - 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

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-Based
Marketing
Event
Attendance
Partner
Recruitment
Inside Sales
Support

Where TeleProspecting Fits Inn

Gather Account Intelligence

Account-Based
Marketing

Marketing and Sales Go To
Market Differently

A Typical Scenario
These
Leads
Suck!
I worked my ass
off trying to get
you some good
leads

Need to Improve Sales-Marketing Focus
SI
Named
Accts
Criteria-based
Marketing
Account-Based
Marketing
Industry/Niche
Marketing
SIC Code
Geography
Titles

Targeting Accounts: The Cost of Bad Data
Marketing Sherpa Study* Proves 60.85% Decrease In Overall Campaign
Costs
List#1
$24 Cost Per Record
$373 Cost Per Lead
$1 Cost Per Record
$954 Cost Per Lead
List#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
Account-Based
Marketing
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
After ABM:
8-12%
conversion
rate
Before
ABM: 2-4%
conversion
rate

ABM Process - Typically 4-6 Months
List Build:
2-3 Contacts
Per Account
Build Account
Profile: Tele-
Prospecting
Nurture
Marketing
Tactics
List
Build
Tele-
Prospecting
Re-
Engagement
4-6 Weeks
Nurture
Marketing
Tactics
Achieve Best Results
Through Re-Engagement
Add New Target
Accounts
Continue
Cycle
Client
Provides
Data:
20-50
Accounts

Why Account-Based Marketing
Phone
Verified
90% accurate
Generates
More
SAL/SQL
Leads
Higher
Pipeline
Values
Targeted
Named
Account
List
Canvas
Each
Target
Account
Re-
engagement
cycles
Higher
Return On
Investment=
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/
Solution
Portals
Product/
Solution
Training
Co-Branded
Assets
Co-Branded
Campaigns
Marketing
Portals

Thank You!
Phone 603.994.4316 | 1.877.766.7355
Email jgrant@ecoastsales.com
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

Channel Marketing in Automation - ISA Marketing & Sales Summit 2013

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Channel Marketing in Automation - ISA Marketing & Sales Summit 2013