optimizing your next demand generation campaign - best practices, 9 10 09

Optimizing Your Next Demand GenerationCampaign - Best PracticesWhy your current method of ROI tracking is wrong!

Will GibneyVice President eCoast

wgibney@ecoastsales.com603.516.7430

eCoast OverviewSpecializing in scalable, result-based channel demand generation services to the technology industry.

Customer Profiles-Manufacturers & Distributors -National VARS-Regional & Local VARS

Service Offerings-Demand Generation -Pay-for-Performance Appointment Setting -Inbound Marketing -Web Marketing

Technology Specializations--Unified Communications-Network Security -Storage & Virtualization -Managed Services

eCoast FactsYears in Business: 9Employees: 135Location: Rochester, NH30,000 square foot locationFootprint: US/Canada &

EuropeOwnership: Privately Held Number of Calling Agents: 10050+ Manufacturer Certified AgentsApproved Channel Vendor for; HP, Microsoft, Cisco, Avnet, Dell, Motorola, Citrix.

What are we NOT going to cover!

Will it blend?

Social Media slide (with logos)

What we are going to cover?

1. Current VAR Paradigm to Marketing 2. New Approaches 3. Real life examples4. VAR ROI: Customer Lifetime Value

65% of VARsgrow by word-of-mouth.

Everyone wants theGlenn Garryleads that are ready to close

You’ve all received “bad” leads

outside sales

What the typical

rep does…

Let past

bad leads cloud their judgment.

BANT =

Budget, Authority, Need, Timing

Does outboundmarketing still work?

Best Practices for approaching a net new opportunity?

Adjust your Expectations

AINT = Authority, Interest, Need, Timing

Find the pain

best prospecting approaches for channel partners today?

What are the

Keep your linein the water.

Actual Closed Deal….

Conversation Lead Notes

Prospect (CFO) explained that there has not been an IT department for over a year andSaid they have a lot of hardware problems and is woefully out of date with updates,Patches and security updates and would like to work with Partner to set up managedservices for the college.

The company received a proposal from Partner in February 2008 for Managed Services and was not able to move forward with Partner. They are now interested inmoving in the forward with the project and would like to re-engage with Partner tosince they have not had contact with them since February 2008.

Pain Statement

The college has no IT Staff and is looking for a Managed solution to maintain their Network and Phone systems to keep them updated and provide maintain them.

Lead Generation orAppointment Setting?

Building Trust doesn’t happenin 2 phonecalls.

FACE-TO-FACE80% of communicationis non-verbal.

Results-Oriented

Pay-for-Performance

“All went well today and we have set up another meeting for May 22nd. They are buying in 3-6 months. Thanks for the appointment”

“Jay, I met with Geostrom yesterday. This was by far the most qualified call you have booked. There are multiple opportunities and it sounds like there is budget to spend.” - Axis Solutions

3-TD, Inc. meeting went well. I have a $7K proposal to go over with Mr. Brant next week. Thanks! ” DMB Technologies, LLC.

“Meeting went well with PT Real Estate…it never hurts to fill the pipeline! My contact said very good things about your sales contact person” Corbel Solutions

“Meeting was great, we have a quote in place for phase I at $70K worth of Cisco gear. Phase 2 could be another $50K. We look good!” - Building Better Networks

Let’s look at an Actual Appointment….

150K Closed Deal

Conversation Lead Notes

Kim said that they have an older Nortel Norstar purchased in 1999 with 75 telephones at 1 location. They have an 8 year old Nortel Norstar Telephone system that has reached its end of life status and is no longer supported. Kim stated that she is interested in reviewing Cisco's UC solution and the Nortel/Miteltrade in promotion.

Action Item Summary

Kim is expecting an on site appointment on Thursday, October 25th at 9:30 AM CST. I sent a confirmation Outlook Appointment Reminder to Kim at

Use Manufacturer’s

Resources.

Deal Registration should be a

VAR’s Best friend.

Real Life Example #1

Engaged in a 8 appointment

campaign

Set a meeting for

Early to the tableon a UC Deal

Building arelationship

Registered thedeal with Cisco

Closed Greenfield UC deal

$200,000

“We were able to register a deal and utilize Cisco OIP channel pricing which

allowed us to ultimately beat the competition and win the deal.”

-Kyle Hair, Co-owner of Decian

Tracking the ROI

It’s not the 1st deal that matters…

Or the Size of 1st DEAL

It’s about the Long-term Relationship.

can lead toLarger ones

Small deals

What is your Customers Lifetime Value?

Goals were to build their commercial business…

Start generating leads.

Generated lead Closed Cisco ASA Router valued @ 10K.

Started building arelationship

We currently have outstanding relationships from the CIO down to the Network manager.

“

”

“Since the original lead which was a simple security lead (ASA) with have provided engineering services worth $30,000 and most recently closed an UC opportunity worth $375,000 and an infrastructure and Cabling opportunity for $105,000.”

Force 3 Video Testimonial

Take Aways1. Old Techniques don’t work 2. Change your approach/paradigm 3. Are you staying aggressive? 4. What is your Customer Lifetime Value?

Calculate your Customer Lifetime Value:

http://hbswk.hbs.edu/archive/1436.html

What’s next? Pre-Campaign ROI Calculator: http://www.ecoastsales.com/demand/roi.cfm

Free List Preview: www.ecoastlists.com

Force 3 Video Case Study: http://www.youtube.com/watch?v=PkEOjMJBbNQ

VAR Marketing Blog: http://varmarketing.ecoastsales.com

Web: www.ecoastsales.com

Twitter: @eCoastWillyG

Will it Blend? Videos: http://www.youtube.com/user/Blendtec

Book: The Trusted Advisor, David Maister

Contact Will: wgibney@ecoastsales.com, 603.516.7430

Next Webinar: Social Media Marketing for the Channel – Part 2

Tuesday, September 15, 1pm ESTRegister at the eCoast home page: ecoastsales.com

• Recap of the top Social Media options

• Managing your Social Media strategy

• Converting Social Media Marketing into leads

• Giveaway another Flip Video Camera!