A blueprint for measuring and improving
performance
Channel Marketing Programs
that Deliver ROI

Our Presenters
Michael Coscetta
StructuredWeb
Michael is the VP of Sales and Marketing
for StructuredWeb, a leading provider of
channel marketing software and services
to global tech companies such as Cisco,
TIBCO, VMware, GE, EMC, and many
others. Simply put, StructuredWeb helps
companies leverage their partners’
digital connections to reach, influence
and drive more end customers to buy
their products. Michael has extensive
experience with sales, B2B sales training,
SaaS sales training and channel
marketing. Learn more about him on
LinkedIn.
Juliann Grant
eCoast Marketing
Juliann is the Vice President of
Marketing for eCoast, with 25+ years of
experience developing marketing
strategies for high technology and
industrial companies that build
consumer demand, revenue streams,
and customer communities. Recent
client work includes Fortune 500
companies such as Siemens, Rogers
Corporation, Cognos, Progress Software,
and venture-backed companies such as
Sustainable Minds and NaviNet. Learn
more about her on LinkedIn.

Essential Components to a Successful
Channel Marketing Program that Drives ROI
Expedite
Program
Creation
Increase
Partner
Adoption
Simplify
Marketing
Execution
Lead
Mgmt &
Conver-
sion
Channel
Data &
Analytics
1 2 3 4 5

Channel Programs Are Needed
Source: Bloomberg
• Capital spending down 30% below
average
• “Whether it’s a computer or a forklift,
workers are stuck using outdated
machines”
• Average age of equipment in the US is
7.4 years, the highest in 20 years

Channel Marketing’s Contribution Scrutinized
• Return on investment
• Participation
• MDF Funds Used
• MQLs/AQLs/TQLs

Channel Marketing is Evolving
1st
Generation
Customized
Lots of
marketing
headcount
2nd
Generation
Co-Branded
Early
marketing
platforms
3rd
Generation
Turnkey
Load it and
push
campaigns
4th
Generation
Structured
Using
specialized
concierge
services

What Channel Marketing Needs
Closed loop processes
Measureable outcomes
Systems for scalability
Flexibility and simplicity

Blueprint Step One:
Expediting Marketing Campaign Creation

What’s Working: Integrated Marketing

Structuring Integrated Channel Marketing Programs
Inbound
Marketing
•Paid SEO
•Natural SEO
•Social
Media
Outbound
Marketing
•Email
Marketing
•Direct
Marketing
•Tele-
Prospecting
Content
Marketing
•Web Site
Dev
•Content
Creation
Lists and
Data
•Better Data
Quality
•Expanded
Data
Sources

Example of an Inbound Marketing
Package
Package Deliverables
Keyword Analysis
On Page Web Site Optimization
AdWords/Google Display/
Paid Ads
Landing Page, A/B Testing
Social Profile Profile Updating
SM Content Curation/
Postings/Engagement
Social Media Training
Package
Could Include:
• Natural Search
Optimization
• Google AdWords/PPC
• Social Media
• 3 Month Duration

Example of an Outbound Marketing
Package
Package Deliverables
Webinar for Up to 100 Attendees
Co-Branded HTML Email Invite
4-6 Email Sends
Reporting 72 Hours After Each Send
Co-Branded Registration Page
4 Registration Follow Up Emails
40 Hours Tele-Prospecting
Package Could
Include:
•Webinar campaign
•6-8 weeks duration
•Email promotion
•Data/List Services
•Tele-prospecting

Blueprint Step Two:
Increasing Partner Adoption

The Partner Landscape
1st
Tier
2nd
Tier
3rd
Tier
More resources
No resources
Some resources
High touch
Low touch
Medium touch

What’s Working: Concierge Programs
1st
Tier
2nd
Tier
3rd
Tier
Optional
Needs some
Hand holding
Needs heavy
hand holding
80/20 Rule
Applies

What’s Working: Partner Assessments

Blueprint Step 3:
Simplifying Marketing Execution

B2B Marketing – 2014 Style

Essential Components to a Successful
Channel Marketing Program that Drives ROI
Expedite
Program
Creation
Increase
Partner
Adoption
Simplify
Marketing
Execution
Lead
Management
&
Conversion
Channel
Data &
Analytics

Vendors
Distributors
Indirect Sales
Partners
Concierge
Agencies
Creative
Agencies
Full Service
Agencies
Telemarketing
Lead
QualificationList
Management
MDF Agencies
Traditional
Media
Online Media
Print Providers

Enterprise Partner Marketing Ecosystem
Setup and
Manage
Marketing Assets
Full Service
Marketing
Vendors
Setup Events &
Webinars
Manage and
Publish
Marketing
Libraries
Partner Self-service
Marketing Portal
Full Service Vendor
Marketing Portal
Partner Marketing
Concierge
Vendor Led
Marketing
Onboarding Planning Execution
Tracking and
Reporting

Each Buyer Role Has A Button To Push
Champions
Influencers
CXOs
Evaluators; individuals or groups that will be impacted by a purchase on a day-to-day basis
Users
Ratifiers
What is the business value?
Will it help me do my job better?
What are there alternatives?
Is it stable, reliant and efficient?
Will the solution meet our needs?
Business Value
Performance
ROI
Customer Experience
TCO
Slide courtesy of SiriusDecisions

Nurture
Prospects and
assign to
groups and
nurture
journey
Content
Syndication
Partners' in-
house List
Event
Leads
Field
Events
Import Contacts
Nurture
Prospects
Score
Prospects
based on
activities and
prediction
algorithm
10
Email
Engage
and
Qualify
Telemarketing Call
Convert
to SQL
Continue Nurturing
Secure
Customer
PO
Acquire Nurtur
e
Score Engage Qualify CloseImport
Secure OrderConvert to SQL
Nurture
Qualified
Prospects
Email
Nurtur
e
Other
Sources
Example Marketing Customer Journey Flow

Blueprint Step Four:
Lead Measurement and Conversion

Lead Follow Up: Lost Opportunity
• 50% of Leads Distributed
are not followed up
• 27% Closed Sales for those
who did follow up
• 36% of Leads who did not
get followed up on bought
something anyway
Lesson: Incorporate nurture marketing options in program!

Generate More Leads with Multi-Touch Marketing
Email
Direct Mail
Telemarketing
Direct
Marketing
Webinars
Events
Video
Content
Marketing
AdWords
Display
Retargeting
Online
Advertising
LinkedIn
Twitter
Facebook
Social
Marketing
Microsites
Catalogs
Documents
Content
Syndication

Inbound / Social: Today 37% to 50% of marketing program
spend is digital and designed for inbound marketing. This
will increase to 50% to 65% over the next five years, with a
mobile device being the “first screen” they see.
Implication: Social media, digital marketing and mobile
marketing will be critical competencies. And how do we
measure this??
Trend: Rise in Inbound Marketing to Support
Pipeline Growth
Source: SiriusDecisions Mobile Marketing Survey, Morgan
Stanley Mobile Study

Blueprint Step Five:
Channel Data and Analytics

Reporting Example

Reporting Example

Social Media Reporting

Social Media Reporting

Social Media Reporting

Social Media Reporting

Social Media Reporting

Pipeline Visibility

A customer ran a syndicated webinar with 60 partners
• Together they drove 282 registrations
• 130 attended the webinar
• 48 converted to MQL with an expected
$2.1 Million in pipeline revenue
• Each webinar registration was worth an average of
$7,446 in MQL value.
Syndicated Webinar Success Story

Expedite
Program
Creation
• Create integrated
marketing offers
• Configuring
workflow and
recruiting of
partners
• Simple CMS
• No HTML or
Adobe skills
required
Increase
Partner
Adoption
• Easy to access
campaigns
• Easy onboarding
with Concierge
services
• Partner
assessments start
things off right
Simplify
Marketing
Execution
• Ready to execute
campaigns
• One Stop Shop
for all partner
marketing
activities
Lead
Management
& Conversion
• Giving
sophisticated lead
management
tools to partners
• Visibility into
partner-accepted
leads
• Add nurture
offerings to avoid
overlooked leads
Channel Data
& Analytics
• Measure
EVERYTHING!
• Real-time
reporting
• Automated data
collection
Essential Components to a Successful
Channel Marketing Program that Drives ROI

Questions?

We Thank You For Your TIme!
Michael Coscetta
StructuredWeb
Juliann Grant
eCoast Marketing
646-738-8044
Michael.Coscetta@StructuredWeb.com
www.StructuredWeb.com
LinkedIn:
www.linkedin.com/in/michaelcoscetta
@michaelcoscetta
603-994-4316
jgrant@ecoastmarketing.com
www.ecoastmarketing.com
LinkedIn:
www.linkedin.com/in/julianngrant
@julianng