2. WEBINAR Making The Business Case For Through-Channel Marketing
Tim Harmon, Principal Analyst
June 4, Call in at 12:55 p.m. Eastern time

4. Agenda
Through-channel marketing — why and why now?
The catalyst/enabler: through- channel marketing automation (TCMA)

5. Through-channel marketing
The practice of engaging channel partners to extend and amplify a firm’s marketing campaigns and activities
Brands, mfrs, vendors
Customers

6. Why through-channel marketing
The power of OPM (other people’s mouths)
Channel partners’ cost of marketing is cheaper.
Channel partners are now established businesses and expect good marketing support.
and . . .

7. Why through-channel marketing
4. CHANNEL PARTNERS HAVE BETTER CUSTOMER CONTEXT
Closer to customer
Better customer data
Contextual engagement
in the age of the customer

8. The next evolution: the channel is (can be!) more than a sales channel
Marketing channel
Brands, mfrs, vendors
Channel partners
Customers
Sales channel
Delivery channel
Support channel

9. . . . they need to find you (through a partner), or need to find your
Why now
1. YOUR CUSTOMERS ARE UPPING THE STAKES
74% of B2B buyers research half of more of their purchases online . . .
. . . they need to find you (through a partner), or need to find your
partner
Source: Forrester/Internet Retailer Q Global B2B Sell-Side Online Survey

10. more and more powerful and cost-effective tools
Why now
2. YOUR CHANNEL PARTNERS ARE GETTING IN THE GAME WITH OR WITHOUT YOU
. . . and
they have
access to
more and more powerful and cost-effective tools
Rise in channel partners’ marketing aspirations and prowess

11. Left to their own devices . . .
Why now
3. MARKETING IS TOO IMPORTANT NOT TO MANAGE
Brands,
manufacturers, and
vendors
Channel partners
. . . partners could dilute, confuse, and potentially damage your brand
Left to their own devices . . .

12. Taking hold across B2B industry verticals
Source: Forrester Through-Channel Marketing Automation Wave Questionnaire

13. Agenda
Through-channel marketing – why and why now?
The catalyst/enabler: through- channel marketing automation (TCMA)

14. TCMA defined
Through-channel marketing automation n.
A distributed/federated marketing system used by enterprise marketers to enable and scale local marketing program execution through channel partners (stores, agents, dealers, franchisees, distributors, and resellers) with governance to protect brand integrity.
More than the distribution of printed, co- branded collateral.

15. The TCMA stack Subscription marketing execution Syndicated campaigns
Syndicated content
Paid search marketing
Local presence marketing
MDF/
eCommerce
Digital asset management
Physical asset management

16. Why TCMA
Scale partner marketing efforts.
Leverage partners’ promotional efforts to amplify your marketing efforts, while maintaining corporate brand integrity.
New level of visibility into channel marketing performance
and . . .

17. vs. Why TCMA Remember when . . . GOOD
TECHNOLOGY ENGENDERS PARTNER LOYALTY
GOOD
Remember when . . .
vs.

18. TCMA delivers benefits at every tier
Capabilities
Benefits
Content syndication
Multichannel campaign creation
Social asset syndication
MDF integration
Digital asset management
Brand/manufacturer/vendor
Brand amplification
Message consistency
Channel loyalty
Increased channel revenue
Agility
Scalability
Efficiency
Campaign syndication
Social asset syndication
MDF integration
Channel partner loyalty
Increased revenue
Efficiency
Scalability
Distributor
Subscription marketing
Localize-able campaigns
Managed search marketing
Display advertising
Merchandising support
Local marketing capacity
Create new demand streams
Enhance local relationships
Efficiency
Reseller
Retailer
Franchise
Content assets
Syndicated s
Syndicated social
Enhance customer relationships
Productivity
Increased sales conversions
Field
Dealer
Agent
Affiliate

19. TCMA vendors: the vertical divide
EarthIntegrate
Tech & Telecom
Insurance
Financial Services
Franchises/Dealers
Other*
TIE Kinetix
Balihoo
Zift
BrandMuscle
SharedVue
StructuredWeb
BrandMaker
Distribion
Averetek
Partnermarketing .com
SproutLoud
Standard Register
Bridgeline
Source: Forrester Through-Channel Marketing Automation Wave Questionnaire
* Other verticals include: energy, manufacturing, beverages, CPG, hospitals, business services, home decoration, office supplies, pharma

20. Example: business services channel
4,400 franchisees
Able to address both the “short tail” (DIY power marketers) and the “long tail” (DIFMers)
Uses social media syndication to humanize the brand
Over 50% of partners participate in social program

21. Example: insurance channel
NNN agencies/brokers
Goal: “out-local the nationals and out-national the locals”
Wean agents off of print marketing
-anchored, multi-touch digital campaigns are very cost effective and competitively advantageous

22. Recommendations
Let your customers’ journeys guide your through- channel marketing mix strategy
Know where your channel partners fall on the DIY-DIFM spectrum
Factor that your channel partners’ adoption is dependent on more than the “A” in “TCMA”

23. Firing on all cylinders: the channel needs to be more than a sales channel
Marketing channel
Brands, mfrs, vendors
Customers
Sales channel
Delivery channel
Support channel

24. Tim Harmon