Bridge metrics channel marketing overview 2013
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Bridge Metrics Chris May Vice President Business Development April 27, 2013 Value, Visibility, and Velocity for Marketing and Sales
Transcript of Bridge metrics channel marketing overview 2013
Bridge Metrics
Chris MayVice President Business Development
April 27, 2013
Value, Visibility, and Velocity for Marketing and Sales
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Owned and operated by channel veterans Based in Dallas, Texas Flagship SaaS Application: Channel Avenue
– Purpose built for the channel!– Drive Value, Visibility, and Velocity in channel sales– Customers include vendors, resellers, & distributors
Provider of Channel Marketing Programs
Meet Bridge Metrics
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A Few of our CustomersWe’ve never lost one!
SaaS Only SaaS & Services
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The Infamous Pyramid / Go-to-market Slide
CA ProgramsFully baked
Let us do ALL the work!
Professional Services TeamQuick start training, system tuning, and there to
help implement your existing programs.
Channel Avenue SaaS Platform LicenseCampaign Management, Automation, Closed Loop Reporting
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Channel Avenue a Platform for Success
Digital Asset Management Turn your supporting videos, white papers, collateral and more into customized and personalized marketing assets on the fly
Channel Marketing Automation Launch email campaigns directly from Channel Avenue, with follow up email workflows triggered on time or behavior
Closed-Loop Lead ManagementTake the leaks out of the lead management process, ensuring leads are delivered to the right owner, are qualified adequately, and provide full visibility into end users’ actions
Centralized ReportingTrack real-time campaign metrics
And do this all from the convenience of your inbox – No logins required!
“Channel Avenue is the most comprehensive platform I’ve
ever seen to manage ALL of my in-direct sales & marketing
activities. The best part is my sales reps love it!”
Regan Ogner, McAfee
Channel Avenue Is Utilized by More than 100 Vendors, 7800 Resellers, and 18,000 Sales Personnel Globally to see their marketing, sales, and partnerships more clearly.
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How Our Customers Use Channel Avenue
Partner EnablementProvide the sales and marketing tools
sales teams and channel partners need — co-branded, personalized and delivered
directly to their inbox.
Demand GenerationCustomized, integrated, multi-channel demand generation programs to build pipeline, accelerate lead conversion and increase return on investment (ROI).
Partner RecruitmentExpand, maximize and enable
their channel sales organization.
Channel Marketing AutomationEngage inbound leads, targeted lists or prospects with customized campaigns. Based on prospect behavior, continue to nurture each lead until it is qualified.
Adding Value, Velocity & Visibility in the Channel Sales & Marketing Process
Closed Loop Lead Tracking & Analytics
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Full- Service Channel Marketing ProgramsAvailable for licensed Channel Avenue customers
Channel MarketingAutomation
Demand Generation
PartnerEnablement
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Our Solutions Are:• Contact acquisition & validation• Email marketing• Landing page design & implementation • Social media consulting and strategic planning • Telemarketing services
Key Benefits• Take advantage of working with a team with extensive channel sales and marketing
experience• Generate qualified appointments, leads and event attendees to exponentially drive
your pipeline • Create co-branded emails and landing pages that are customizable to your specific
business goals and key differentiating factors • Capture key data points about current clients and prospects to best qualify and maintain
reliability in your database • Track leads from inception to close • Create solutions designed to be flexible and turn-key extensions of your marketing efforts
Demand Generation ProgramsOpportunity Generation, Qualification & Nurturing Programs
Client Utilization
Program Overview
Bridge Metrics provides customized, integrated, multi-channel demandgeneration programs to help your partners build pipeline, accelerate leadconversion and ultimately increase return on investment (ROI). We workwith each partner individually to custom tailorprograms to meet their specific business requirements; generating leads, appointments or event attendees.
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Inbound Lead Generation
Sites & Blogs
Newsletters
Social Media
Mobile
TargetMarket
InterestedProspects
Prospects whomeet your criteriaare delivered!
We promote your content across our publishing network of over 25 million buyers.
Program includes: Guaranteed # of Leads Filter by Geo, Company Size, Job Function Custom Questions Available Channel Avenue Integration
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Outbound Lead Generation
Lead List CreationWe generate a list of contacts who meet your criteria
Lead QualificationWe call each contact on the list and tele-qualify them based onBANT criteria
Lead DeliveryWe deliver a guaranteednumber of BANT qualifiedleads.
BudgetAuthorityNeedTimeline
We engage your target market with a multi-channel campaign, tele-qualify, and deliver them to you!
Market to ListWe market to your new contact list through email and social campaigns
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Appointment Setting
Booked AppointmentsWe deliver a guaranteednumber of BANT qualifiedleads.
We engage your target market with a multi-channel campaign, tele-qualify, and book the appointment for your partner or sales team.
Lead List CreationWe generate a list of contacts who meet your criteria
Lead QualificationWe call each contact on the list and tele-qualify them based onBANT criteria
Market to ListWe market to your new contact list through email and social campaigns
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Full- Service Channel Marketing AutomationAvailable for licensed Channel Avenue customers
Channel MarketingAutomation
Demand Generation
PartnerEnablement
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Our Solutions Are Customized to Your Specific Program Requirements and Can Include:• Lead Scoring Program Development• Nurture Program Development
– Campaign Segmentation– Behavior or Time-based Workflows
• Inbound Lead Acquisition Programs• List Acquisition• Email Marketing• Landing Page Design & Implementation • Social Media Consulting and Strategic Planning • Telemarketing Services
Key Benefits• Maintain consistent and automated dialogue with prospects • Creation of custom communication based on prospect and customer actions • Distribute only leads that meet certain criteria via contracted lead
scoring model• Create sales lead satisfaction
Channel Marketing Automation: OverviewCreate Sales-Ready Leads
Client Utilization
Program Overview
Bridge Metrics will engage inbound leads, targeted lists or your prospects with customized campaigns. Based on their behavior,we continue to nurture each lead until it is qualified. By scoring leads on a tiered basis, we are able to deliver the hottest prospects to your partners and ensure each prospect’s interest is clearly identified and solidified.
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Channel Marketing Automation Program
How to Develop More Prospects
5%Only 5% of the leads that you pass to your partner sales teams are qualified.
21The average prospect converts to a lead in 21 touches, yet 50% of sales reps quit after the first call.
65%65% of all lead nurturing programs fail because they are not setup & managed correctly
The Problems
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Channel Marketing Automation: EquipmentTo solve these problem you’ll need the right equipment. They’re standard issue with our program
Strategy Technology Creative Expertise
Situation Analysis
Scoring Rules
Partner On-Boarding
Channel Avenue
CRM Integration
Alerts / Workflows
Reporting & Analysis
Email Templates
Landing Pages
Copy Writing,
Content Collection
Turnkey campaign
execution, List
Procurement,
Status Calls
For Best Results! Combine CMA withour inbound lead program
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Channel Marketing Automation ProcessMary interacts with your content(e.g., downloads a whitepaper)
Mary is assigned to a partner, and automatically enters a nurture track. She receives co-branded and personalized email messages over time
Mary enjoys the messages she’s receiving and continues to click calls to action.
Mary’s behaviors flip triggers which place her on different nurturing tracks specific to her interests
Mary’s behavior score in Channel Avenue increases as she interacts with content
When Mary’s score reaches a pre-determined threshold a “Hot Prospect” alert is sent to sales.
Other prospects enter your funnel and are tracked and nurtured the same way as Mary.
All prospect data is fully analyzed and reported on in real time to allow for in-flight “tweaks” to your campaign.
Contact
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Analyze
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Track
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Alert
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Refine
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Score
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Offer
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Build
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Full- Service Partner Enablement ProgramAvailable for licensed Channel Avenue customers
Channel MarketingAutomation
Demand Generation
PartnerEnablement
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TOOLKITS can support a broad range of activities in your organization:• Lead Generation • Product or Solution Marketing • Telemarketing & Call Blitz Programs • Customer Nurture Programs • Sales Calls • Sales & New Hire Training
Key Benefits• Bundle your marketing assets, including collateral, videos, white papers and
more into easy-to-use, easy-to-access and easy-to-share TOOLKITS. • All supporting marketing materials are co-branded and personalized
on the fly • Provide sales teams and channel partners an easy way to share
materials with customers and track when it was viewed• And do this all from the convenience of your inbox – no logins required!
Partner Enablement OverviewThe Marketing Tool Your Sales Team and Partners Will Really Use
Client Utilization
Program Overview
Let’s face it…your sales representatives and channel partners are tiredof digging through multiple web sites, portals and file folders looking for the right marketing assets to supporttheir sales initiative. Now, your fully co-branded and personalized marketing materials can be available intheir inbox – ready to go, on the fly.
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Partner Enablement: Solution TOOLKITS
With TOOLKITS, marketing assets are co-branded, personalized and delivered directly to their inbox. Plus, each TOOLKIT includes a "Share with Customers" button allowing the easy distribution of your content to end-users. Plus, we notify your sales teams the best time to engage with their prospects!
Personalized and co-branded content for each person
Easily accessed on-the-go
Know instantly when customers are interested
Multi-purpose enablement– Product launches– Sales training– Event follow-up– Reseller recruitment
Deliver co-branded and personalized assets to the inbox of your sales teams
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ZingDocs Real-Time NotificationsLike tagging an animal and releasing it into the wild, ZingDocs will track your marketing assets and let you know instantly how your customers are interacting with it.
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Ready-To-Launch (RTL) CampaignsAllow your partners to create their own email campaigns - right from their inbox
4 Clicks to create a co-branded and personalized email campaign.
Comes complete with an auto-generated lead capture landing page.
Create customizable regions in each template.
Real-Time engagement and utilization stats.
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Marketing Content SubscriptionsKeep your partners up-to date weekly with your freshest marketing content
Create a content conveyor belt for your sales teams
Deliver relevant content to your sales teams on a consistent basis
Each asset is co-branded & personalized for each sales rep
Assets are easily shared with prospects through email, Facebook, LInkedIn, and Twitter
Real-Time engagement and utilization stats
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Success PackEach Bridge Metrics full service program include a “Success Pack” to make sure everything goes off without a hitch! Here’s what’s included.
Client Service Rep Dedicated to Your Success
Single point of contact
Weekly Status Calls
Program Setup Strategy
Timelines
Results
Partner On-Boarding One-On-One
Webinars
Documentation
Program Launch Managed execution
Participant Communications
Quality Assurance Listens and approve
or rejects to each lead
In-Flight Optimization In-Flight Checkpoints
Message / CTA Optimization
Post Campaign Review ROI analysis and final
presentation
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Reporting & Analytics
Visibility is a Beautiful Thing!
And we don't mean any normal visibility. Channel Avenue gives deep, clear, in-context visibility, and in real-time. Now you can tweak your programs in-flight to get the most lift possible.
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Campaign Management
Digital Asset Management
Lead Management
Pipeline Management
Closed Loop Reporting
Channel Avenue Platform
The Foundation for Channel Marketing Success
Full-Service Channel Marketing Programs
Demand GenerationInbound, Tele-Qualified, Appointments
Channel Marketing Automation
Nurture, Score, Deliver
Partner EnablementSolution Toolkits, Subscriptions, RTLs
Reporting & AnalyticsReal-Time, drill-down
Success PackIncluded in all programs
Dedicated CSR, Setup, On-boarding,Quality Assurance, Optimization
