2016 Partner Marketing Guide Details


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APC by Schneider Electric

Address:132 Fairgrounds Rd
West Kingston, RI 02892
URL:http://www.apc.com
CEO:Annette Clayton
Year Company Founded:1981
Top Channel Marketing Executive
Jamie Bourassa
Vice President Channel Marketing
No. 1 piece of marketing advice for solution providers:Dollars are precious and the ability to maximize them is key regardless of business or industry . So, ensure the proper amount of thought about objectives and measurements are put into each initiative to maximize your investments. A key aspect is the alignment of your messages and the ability to deliver upon those promises in the market. Any messages sent into the market should be constantly aligned to the value your company can create for your customer and must be backed up by execution.
No. 1 piece of social media advice for solution providers:Every marketer has an opinion about social strategy. But in the end social is a tool; not the only tool in the marketing chest. Because of its nature, social provides the biggest and best return if you have the ability to leverage a social platform regularly and consistently. So if you're going to do it, do it right or don't do it until you are ready!
Most successful marketing campaign:InfraStruXure for Small IT: Sometimes simple is better. This campaign focused on the core value proposition of our products and how they resolve customers' basic imperative. For our partners, we showed how they can decrease selling effort and expand the dollars per deal.
Favorite book about marketing:Start with the Why by Simon Sinek
Years In Marketing:7
Years In Channel Marketing:7
Years In Current Position:1
Began Serving In Role:01/2016
Reports To:Senior Vice President, IT Channels
Budget Information:
Funds partner marketing activities from:Marketing budget
Percent of that budget allocated to fund partner marketing activities:70%
Currently offers partners the following types of marketing funding:
Earned and/or accrued Co-op funds (based on a % of partner sales)
Planned and/or proposal based MDF (based on a specific plan or campaign)
Offers Funding Based On Partner:
Revenue
Certification
Business model
Marketing activities partners on which partners can spend MDF:
Broadcast Advertising
Print Advertising
Co-branded merchandise/Promotional items
Customer events//Road Show
Hospitality events
Content Marketing Collateral
Demo Equipment
Digital Marketing
Direct Mail/Marketing
Funded Headcount
Events -- Industry Conferences, Tradeshows, Workshops, etc.
Search engine marketing (Paid and organic SEM Online - SEO key word search)
Outbound Sales Calling/Telemarketing
Public Relations Costs
Sales Incentive (SPIFF)
Sales Training
Sales/Marketing Videos
Webinars
Website Content and Development
Customer Testimonials
Marketing activities on which partners can spend co-op funds:
Broadcast Advertising
Print Advertising
Co-branded merchandise/Promotional items
Customer events//Road Show
Hospitality events
Content Marketing Collateral
Demo Equipment
Digital Marketing
Direct Mail/Marketing
Funded Headcount
Events -- Industry Conferences, Tradeshows, Workshops, etc.
Search engine marketing (Paid and organic SEM Online - SEO key word search)
Outbound Sales Calling/Telemarketing
Partner conference attendance (vendor-led events)
Public Relations Costs
Sales Incentive (SPIFF)
Sales Training
Sales/Marketing Videos
Webinars
Website Content and Development
Customer Testimonials
Percent of funds partners will be reimbursed for, by marketing activity:
Broadcast Advertising:100% Reimbursed
Print Advertising:100% Reimbursed
Co-branded merchandise/Promotional items:100% Reimbursed
Customer events/Road Show:100% Reimbursed
Hospitality events:100% Reimbursed
Content Marketing Collateral:100% Reimbursed
Demo Equipment:Reimbursed less than 100%
Digital Marketing:100% Reimbursed
Direct Mail/Marketing:100% Reimbursed
Funded Headcount:Reimbursed less than 100%
Events -- Industry Conferences, Tradeshows, Workshops, etc:100% Reimbursed
Search engine marketing (Paid and organic SEM Online - SEO key word search):100% Reimbursed
Outbound Sales Calling/Telemarketing:Reimbursed less than 100%
Partner conference attendance (vendor-led events):Reimbursed less than 100%
Sales kick-off:Reimbursed less than 100%
Program Fees:
Public Relations Costs:100% Reimbursed
Sales Incentive (SPIFF) :100% Reimbursed
Sales Training:Reimbursed less than 100%
Sales/Marketing Videos:100% Reimbursed
Technical Training/Certification:
Webinars:100% Reimbursed
Website Content and Development:100% Reimbursed
Other MDF:Reimbursed less than 100%
Other Co-op:Reimbursed less than 100%
When it comes to marketing campaign funding, company:
Requires partners to invest their own dollars upfront for marketing activites
Pre-pays partner marketing activities
Processes that are manual vs. automated:
Request MDF Funds:Manual Process
Track status of MDF approvals:Manual Process
Track MDF reimbursements:Manual Process
Track MDF funds provided upfront:Automated
Request Co-op Funds:Automated
Track available/earned Co-op funds:Automated
Track Co-op fund spending:Automated
Track Co-op fund payments:Automated
Partners gain information about MDF and/or Co-op funds through:Regular updates from marketing manager (phone or email)
Overall partner demand generation-dedicated marketing budget plans for 2016 vs 2015:Expect marketing budget to increase
Partner marketing efforts supported by:
Field marketing managers
Inside marketing support reps
Approved local (third party) agencies
Parties responsible for managing partner relationships from a marketing perspective:
Partner/channel marketing managers
Offer online manuals and guidelines
Average number of partners each partner marketing manager, CAM (channel account manager) or marketing resource manages:
Team of partner/channel marketing managers:1000
Marketing Staff-to-partner ratio determined by:
By tier
Marketing automation tools offered to partners:
Web content syndication
Email automation
Marketing campaign materials (images, copy blocks, etc.)
Marketing assets provided to partners:
Database of images -- product, lifestyle for use in partner marketing
Marketing assets -- datasheets, infographics -- co-brand
Content library
Online automation tools for co-branding and deployment of assets
Marketing end-user database
Demand generation leads/sales qualified leads
Static vs customizable marketing assets:
Database of images -- product, lifestyle for use in partner marketing:Customizable Assets
Marketing assets -- datasheets, infographics -- co-brand:Customizable Assets
Content Library:Customizable Assets
Online automation tools for co-branding and deployment of assets:Customizable Assets
Marketing end-user database:Customizable Assets
Demand generation leads/sales qualified leads:Customizable Assets
Level of marketing training provided to partners:
My company does not provide marketing training or accreditation/certification
Marketing training/certifications offered:
Marketing concierge support offered:
Marketing strategy consultation
Marketing plan development for vendor approval
End-to-end campaign management
3rd party vendors to provide marketing concierge support
Deliverables partners must provide to prove ROI for marketing fund reimbursement:
Opportunity profile/identification
Event attendance
Types of proof of performance or execution required:
Invoices
Campaign metrics/statistics -- open rates
Opportunity Detection
Activities on which partner marketing managers and/or CAMs collaborate with partners:
Design marketing strategy:Partner Marketing Managers
Create campaigns:Partner Marketing Managers
CAMs -- Channel Account Managers
Recommend 3rd party marketing agencies:Partner Marketing Managers
Assist with funding:Partner Marketing Managers
CAMs -- Channel Account Managers
Create marketing plans:Partner Marketing Managers
Marketing plans required as part of a partner's overall business plan:No
Required ROI for marketing funds allocated to partners:10 to 1
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