Channel marketers are increasingly seeking to prove their contribution to partner revenue. At their disposal are three types of activities: “to-“, “through” and “for” channel marketing. While each offers distinct tactics and delivery options, all must work in unison to drive performance.
In this session you will learn why integration matters when delivering to-through-for channel marketing programs and why functions, processes and platforms need to be integrated to realize a measurable return on their channel marketing investment.
2. #B2BMX
§ Challenges facing modern channel marketing leaders
§ What impact does having a non-integrated channel tech stack have on
marketing?
§ What does it take to execute to-, through– and for- partner marketing?
§ Key takeaways
Agenda
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What keeps channel marketing leaders up at night?
Revenue
Contribution
Partner
Engagement
Partner- Led
Demand
ROI and
Visibility
#B2BMX
5. #B2BMX
Partner Tech Frankenstein
System 5
Channel Data
Management
SSO
System 4
Incentives
ManagementSSO
System 2
Learning
Management
SSO
System 1
Partner Relationship
Management (PRM)
System 3
Channel Marketing &
Management (CMM)
SSOSSO
System 3
Channel Marketing &
Management (CMM)
Partner management| Learning management| Demand creation
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Channel Marketing: Typical program investments are misaligned
0-12 Months 12-24 Months 24+ Months
Key ChannelProgram Priorities: Recruit and manage partners,
make partners productive, shorten time torevenue
PRM Platform
Deal
Registration
Learning
Management
System
CMM
Platform
Incentives
Management
Channel Data
Management
SCALE
VISIBILITY
ENABLE
LEADS
ENGAGE
INSIGHT
To-, Through, For- Channel Marketing Throughout!
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To-Through-For: What are the baseline requirements?
To-Partner Marketing
Marketing communications, partner engagement, portal CTA’s, portal event calendar,
activity stream messages, emails
Through Partner Marketing
Which partners? Which tactics? Avoid the “Spray & Pray” Approach
For Partner Marketing
Partner locator, lead distribution, reporting & analytics
9. Reaching to-partner
recruitment goals
Suppliers should target, attract and
nurture partners based on profiles
Track partners like “leads”
throughout recruitment campaign
Support “To-Partner”
communications and advanced
nurturing
COMPONENTS
SOLUTIONS
PORTAL
Key Features
To-Partner
Marketing
Advanced
Reporting
Inbound/
Retargeting
Advanced
Nurturing
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Email templates nurture
partners to join
Attract partners through
compelling content
Inbound banners
at partner watering holes
Awareness Thought Leadership Nurture
Partner Recruitment: Treating Partners Like Leads
11. Partner portal is primary
way to communicate
Drives engagement through
customizable interface
One-stop for planning, campaigns
& incentives
Integrated dashboards provide
reports across all partners
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Easily update content
Automated partner onboarding
Multi-language support
Customized partner experience
CRM integration, SSO and API
integrations
Deal registration for effortless input
Easy MDF management
Partner portal activity industry average ~8-12%
Nutanix activity rate 48%
PORTAL ROI
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Multiple acquisitions
Replaced 8 partner portals and separate systems
(some homegrown)
In the first 15 hours:
400+ partner logins from 110+ partners across 50+ countries
20 new deals registered from 8 partners
Make it easy for partner to do business with them
Deal registration takes 5 minutes down from 20 minutes
Mobile partner experience
Structured data to drive channel performance
PORTAL ROI
17. Through-partner marketing
keys to success
Develop both high- and low-touch
programs for different partner types
Leverage data to identify partner &
target customer propensity
Help Partners drive leads with net new
& existing buyers
Provide integrated marketing
programs that leverage both inbound
& outbound
1
2
3
4
VS
18. Common Elements in Best in Class Programs
They are data-drivenMarketing enablement is a key component in each
campaign
They employ Concierge services to
guide partners through each step
They develop marketing plays not just tactics,
partners can easily execute
They track KPI’s and have learned
which metrics matter most
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Provide a seamless partner experience
Marketing
Planning1
Partner Data +
Buyer
Requirements
Program
Execution
Partner
Outreach
Sales and
Marketing
Enablement
2
Concierge
Services
3
Channel
Engagement
Demand
Creation
4
Performance
Measurement5 Scale + Grow
20. 20
Marketing Goals and Inputs Marketing Strategy
Tactics Performance
Marketing Pipeline
Influenced 70%+
Sourced 15%-25%
Data Driven Channel Marketing
Awareness 30%
Webcasts, advertising, content
Case studies, reference accounts
Demand Creation: 50%
Multi-step, integrated programs
Inbound/outbound calls to action
Learning / Trial offers
Enablement: 20%
Events and content offers
Marketing Priorities: Demand Creation
Awareness, Customer Enablement
Target: New Customer in Existing Market
ASP/Sales Cycle: $100-125K / ~6 months
Buying Process: Committee Purchase
(6-10 people involved)
Demand Type: New Paradigm
16%
53%
42%
23%
0%
30%
60%
Inq./MQL MQL/SAL SAL/SQL SQL/Won
27%
14%
12%
12%
11%
8%
6%
5%
3%
3%
0% 20% 40%
Attended a live…
Attended a sales event
Attended an industry…
Dialogue with a…
Conversation with a…
Conversation with a…
Dialogue with a…
Participated in an…
Used online chat…
Attended a peer…
IT director; security architects;
network architects; voice
architects; decision-makers who
manage the network and are
responsible for network security
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SIRIUSDECISIONS BUYER’S JOURNEY
Success happens where tactics align to buyer preferences
Loosening of the
Status Quo
Committing to
Change
Exploring Possible
Solutions
Committing
to a
Solution
ROI for
Decision
Vendor
Selection
SOLUTION
• Issue framework content
• Case study impact
• Peer connections
• Community marketing
• Live events
• Demos (in person/online)
• Discussions with analysts
• Analyst product reviews
• Meetings with sales reps
• Meetings with product
specialists
• Proof of concept
• Executive briefings
SELECTION
• ROI calculator (competitive
– “real costs”)
• Referral program
• Meetings with sales reps
• Meetings with product
specialists
• Meetings with vendor
executives
• Pipeline nurturing program
• Trials (in person/online)
• Live events
PREFERREDTACTICS
EDUCATE
• Social media syndication
• Case studies
• Analyst Reports
• Industry trend programs
• Persona marketing
• Targeted messaging
• Webcasts/Webinars
• Conversations with peers
• Demos (in person/online)
• Banner Advertising
• Keyword Search
• Retargeting
PRESCRIPTIVE MARKETING TACTICS BASED ON BUYER TYPE AND CAMPAIGN GOALS
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§ To-partner marketing is the least of the three models suppliers typically
invest in
§ If partners can’t market for themselves offer them self service approaches,
e.g. Zift Marketplace
§ If you provide a locator tool, also offer content partners can share when
prospects find them
§ “For-partner” marketing offers unique opportunities to develop financial
stimulus and competitive channel campaigns – be aggressive
Key Takeaways
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