1998

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Through-Channel Marketing:

How New Tools & Services Will Accelerate Partner Programs

Jay McBain

Principal Analyst – Global Channels February 27, 2019 jaymcbain

jmcbain

#B2BMX

75% OF WORLD TRADE FLOWS INDIRECTLY

438,619 BOOKS ON DIRECT SALES

438,619 BOOKS ON DIRECT SALES

180 BOOKS ON INDIRECT SALES

consider managing partners a challenge

© 2019 FORRESTER. REPRODUCTION PROHIBITED.

73% 5

Third Stage of Marketing & Sales

1998 à © 2019 FORRESTER. REPRODUCTION PROHIBITED.

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Third Stage of Marketing & Sales

1998 à 2008 à © 2019 FORRESTER. REPRODUCTION PROHIBITED.

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Third Stage of Marketing & Sales Channel

Partner Relationship

Enablement

Management (PRM)

Through-Channel Marketing Automation (TCMA)

1998 à 2008 à © 2019 FORRESTER. REPRODUCTION PROHIBITED.

2018 à 8

Channel

Partner Relationship

Enablement

Management (PRM)

“The third stage in sales and marketing transformation will be anchored around effective partner management and through-channel marketing automation (TCMA)” Through-Channel Marketing Automation (TCMA)

1998 à 2008 à © 2019 FORRESTER. REPRODUCTION PROHIBITED.

2018 à 9

Partners who leverage vendor content, messaging, branding, and demand generation initiatives in their local markets will drive a winning customer experience. © 2019 FORRESTER. REPRODUCTION PROHIBITED.

10

Brands that balance their direct and indirect execution while ensuring consistent customer expectations through distributed and localized marketing will succeed. © 2019 FORRESTER. REPRODUCTION PROHIBITED.

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of brands have invested in TCMA

© 2019 FORRESTER. REPRODUCTION PROHIBITED.

50% 12

are fully satisfied

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17% 13

BY 2023, TCMA IS A

$4.5 billion MARKET OPPORTUNITY © 2019 FORRESTER. REPRODUCTION PROHIBITED.

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BREAKING DOWN AS

$1.2 billion software $3.3 billion services © 2019 FORRESTER. REPRODUCTION PROHIBITED.

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© 2019 FORRESTER. REPRODUCTION PROHIBITED.

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Many new kinds of channels, partners, alliances, and influencers are entering the market making it difficult to scale through-marketing without proper governance, financial controls, automation, flexibility, and self-service. © 2019 FORRESTER. REPRODUCTION PROHIBITED.

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1. 2. 3.

Campaign Management Design and distribution of cobranded marketing campaigns, including multistage campaigns, triggerbased marketing campaigns, permissions and approval workflows.

4.

Business Intelligence Monitoring of partners' marketing execution activities, reports, and analytics on lead status, deal pipelines, campaign performance, partners' marketing participation/activities and performance.

5.

Syndication Digital asset syndication, including email content, web content, social media, landing pages and microsites, buy buttons, etc. Direct publish capabilities with connectors and APIs, fully controlled.

Digital/Physical Assets Full end-to-end management of digital and physical assets, including development and access capabilities and marketing vehicle utilization. Automated and cobranded.

Budgeting/Funds

Management of budgets and allocation, submission, approval, and review of marketing funds to partners, including global multicurrency support, scalability, selfservice workflows. © 2019 FORRESTER. REPRODUCTION PROHIBITED.

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1. 2. 3. © 2019 FORRESTER. REPRODUCTION PROHIBITED.

Marketing Vehicles Full digital advertising, email marketing, event marketing, webinars, video hosting, webto-print, direct mail, website content syndication, AdWords, retargeting, and social marketing

Subscription/Profile Partner’s maintain and manage a profile of marketing campaigns and activities with alerting and subscription service. Automation of changes/additions.

4. 5.

Digital Execution Program local search results to partners' web properties for lead passing, including SEO, AdWords, and retargeting. Advanced lead management, and funnel management functionality.

Marketing Analytics Reporting and analytics on lead status, including level of customizations, achievable and self-service capabilities, deal pipeline, marketing activities, and campaign performance. Leverage data from external sources.

Concierge/Self Service Comprehensive execution workflows, advanced personalized alerting levels, and focused functionality for do-it-yourself, do-it-for-me, and do-it-on-behalf-of campaigns. 20

1. 2. 3.

Integration Two-way integrations with CRM, PRM, marketing automation, digital asset management, list service providers, and financial systems with a robust API integration architecture.

UI / UX High level of usability (ease of use) and navigability. Provide modern user experience (UX) design, tutorials, and a dynamic web and mobile environment based on login.

Business Process Mgt. Comprehensive multi-user and multi-industry workflows, exception conditions and alerts, and automated marketing campaign processes.

© 2019 FORRESTER. REPRODUCTION PROHIBITED.

TECHNOLOGY

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TCMA is a horizontal solution serving indirect channels in all 27 industries. Technology, Retail, Automotive, Manufacturing & Healthcare make up Top 5. © 2019 FORRESTER. REPRODUCTION PROHIBITED.

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TCMA market is growing because B2B marketing professionals see distributed and local marketing as key to influencing new buyers (and paving the last mile). © 2019 FORRESTER. REPRODUCTION PROHIBITED.

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It touches most parts of the business including marketing, sales, and customer success. The data will drive better learning, decision making and future actions. © 2019 FORRESTER. REPRODUCTION PROHIBITED.

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WHO INFLUENCES YOUR CUSTOMER? © 2019 FORRESTER. REPRODUCTION PROHIBITED.

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3

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KEY TAKEAWAYS 26

1

Analyze your capabilities, capacity, and will. Partner? M&A?

2

Focus marketing, sales and partner approach to the new business buyer

3

Become hyper-specialized, build (codify) intellectual property, AND amplify your brand

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THANK YOU! Let’s connect… Jay McBain

Principal Analyst – Global Channels jaymcbain

jmcbain #B2BMX