State of Channel Marketing 2015 from Averetek

STATE OF CHANNEL MARKETING2015

2 State of Channel Marketing

State of Channel Marketing 2015

Table of ContentsIntroduction About Averetek & Report Methodology

Partner Population

Regional View

Program Tier View

Top Countries View

Partner Churn

One-Hit Wonders

Partner Marketing Activities

Average Number of Activities

Regional View

Program Tier View

Mix of Activities Global View

Regional View

Program Tier View

Event Activities

Regional View

Program Tier View

Event Type View

Content and Program Engagement

Top 10 Most Popular Downloads

Top 5 Most Popular Campaign Actions

Top 10 Most Popular Agency Services

Parting Thoughts

3

4

5

6

7

8

9

10

11

12

12

13

14

15

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1718

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20

21

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2425

26

http://www.averetek.com/?utm_medium=other&utm_source=stateofreport


The global economy and increasing competitive pressures have elevated channel marketing to mission-critical status. Indirect channels accounted for almost 70% of overall technology sales in 2013, a 17% increase over the previous ten years.1 While enterprises recognize the value of their channel for increasing revenue, many partners lack the budget, time, and experienced resources to execute an impactful marketing strategy. To accelerate sales and increase revenue through the channel, companies need to do more than simply recruit new partners. They must provide the technology and resources required to help their partners take marketing to the next level.

Introduction

Best-in-class companies are turning to channel marketing automation software to overcome these challenges and empower partners of any size by combining the best features of asset management, marketing automation functionality and sales enablement capabilities. The benefits of channel automation software for both enterprises and their partners are enormous, including the ability to:

The following in-depth report details what we have learned over past year serving our clients and their channel partners, including areas of opportunity within channeling marketing, nuances and expectations across geography and tiers, and gaps where partners require a greater level of resources and support.

• Quickly scale partner marketing efforts and reach more customers

• Accelerate content marketing and delivery

• Gain real-time visibility of channel marketing performance to understand how your revenue marketing dollars convert to sales

• Empower partners to customize and leverage content with self-service, easy-to-use tools while maintaining corporate brand integrity

1 Accenture, LLC . “A Structured Approach to Reaching New Customers and Growing Revenues”. Accenture. August 2013.



About Averetek & Report MethodologyAs a provider of channel marketing automation software, Averetek is in a unique position to share data and information on what we see happening in channel marketing based on the experience of our clients and their channel partners. Ranging from small to enterprise-level organizations, our customers use our self-service marketing platform to empower their partners with the technology and information they require to support their needs. These needs can range from downloading presentations and other marketing collateral, to planning and executing seminars and webcasts, to executing lead generating campaigns using landing pages and/or email, and requesting turnkey marketing service – usually funded by Market Development Funds (MDF), to engaging a vendor or service for a specific marketing need.

This report focuses on active channel partners, which we define as companies that participate in one of our clients’ partner programs and have performed at least one action on the platform during 2014.

The vendor organizations represented within this report have well-established channel partner programs and channel partnerships. They are continuously improving their programs, recruiting new partners, and developing their existing partner relationships. The results featured in this report may not be the same for organizations that are building a new channel program, expanding internationally, or trying to reinvigorate a stagnant channel.

Averetek compiled the data for this report from our platform for the years 2013 and 2014.

The data is not survey data. It is actual data collected as vendors and channel partners utilize the Averetek platform for everyday through-partner marketing tasks.

About the Team

Executive Sponsor: Peter Thomas

Author: Mike Moore

Editor: Nicole Bedard

Design: Russell Calhoun


http://www.linkedin.com/in/peterathomas/en

https://www.linkedin.com/in/micmoor

http://www.linkedin.com/pub/nicole-bedard/2/682/228/en

http://www.linkedin.com/pub/russ-calhoun/1a/528/929/en



Partner PopulationRegional View

What we thought we would see:

The channel partner base of most organizations, especially those located in the United States, is usually weighted toward North America. We expected to see North America with the largest presence, followed by EMEA, then LATAM and APJ.

What we saw:

EMEA had the largest population using our platform, greater than the active channel partners using our platform in North America by a significant margin.

Our take:

While we are impressed by the level of international participation, the data also shows us that there is an opportunity to engage with North American partners to ensure they understand the benefits of the platform and actively use the system to drive greater revenue. If all of the eligible partners in North America made use of the platform, their numbers would easily surpass EMEA.

Platform Usage by Region

NA29%

EMEA41% APJ

17%

LATAM13%



Partner PopulationProgram Tier View

In most vendor organizations, partner programs organize channel partners into tiers with unique requirements and benefits attributed to each level of the program. For the purpose of this report, we have standardized the various partner tiers from our clients’ programs and simply labeled them tiers 1, 2 and 3. An active partner is defined as having taken at least one action on the platform during 2014.


We expected to see a traditional partner pyramid, small top, normal middle, broad bottom. After all, the top tier partners have in-house marketers; why would they use this platform? And small partners have little or no marketing resources, so that greater need should produce greater use.

What we saw:

Looking at the use of our platform in 2014, the middle tier, tier 2, represents 33% of the activity, which is in-line with expectations. We were surprised, however, by what we saw from tier 1 and tier 3. The tier 1 partners represent 44% of the organizations using the platform, while the tier 3 partners represent only 23%. In a year-over-year analysis, tier 1 partner utilization grew by 10% while tier 3 partner utilization shrank by 10%.

Our take:

Big partners use the platform too, which speaks to how hard it is to get things done in most big companies. Tier 1 and tier 2 receive more hand-holding from their channel manager and channel marketing manager, which is translating into more activity. But the hill is still too steep to climb for most tier 3 partners. The data clearly shows that more enablement and training programs are needed to increase that group’s activity.

TIER 1 - 44%

TIER 2 - 33%

Platform Use by Program Tier

Traditional Channel Using Averetek Channel Marketing Software

TIER 3 - 23%



Partner Population Top Countries View

What we thought we would see: We expected that the countries that we’ve always seen at the top of usage reports (United States, United Kingdom, Canada, Germany, and France) would be the biggest participants in the top and middle tiers.

What we saw: The United States ranked #1 followed by the United Kingdom (#2), and Germany (#3); no big surprises there. We were surprised to see that the next countries in the ranking were China (#4), Mexico (#5), India (#6), and Brazil (#7).

Our take: While the United States is the biggest country in each tier, we were surprised to see the BRIC countries (Brazil, Russia, India, and China) show up so significantly. As many vendor companies wish to expand into growth markets, they may have questions about the ability to recruit and activate partners in some of these developing economies. Our data shows that channel partners in those growth economies will engage and leverage marketing resources when available. You still need to find the right partners, but knowing that there is a general willingness to engage and leverage resources is a positive sign.

Top 10 Countries

Using Averetek Platform

United States

United Kingdom

Germany

China

Mexico

IndiaBrazil

Canada

Russian Federation

Australia




Partner Population Partner Churn

An important metric to consider when looking at your channel programs is the partner churn – the channel partners that participate one year and not the next, or in one program and then maybe not again for some time. Looking at channel partner churn will help you identify segments of partners to reward for their continued participation, those that must be encouraged to continue their participation, and those that may be on the decline (as evidenced by their fading interest in your programs.)


Results vary by vendor and partner program, so we expected to see anywhere from 25% - 33% of the population change over the course of the two-year period we examined.

What we saw:

Our expectations were slightly less than the reality of the numbers. We found that 39% of the partners that used the platform in 2013 did not return in 2014.

Our take:

Recapturing the channel partners that were active in one period and not in the next is an opportunity. Having a resource, either one person or a team of people, that reaches out to channel partners on a regular basis to talk about what they are working on, encourage use of the platform, and help guide them through campaign development and execution is key to making these kinds of programs work for you and your partners.

2013 ONLY39%

NEW IN 201431%

ACTIVE IN BOTH YEARS30%

Year-Over-Year Platform Use Analysis


Partner Population One-Hit Wonders

The largets at-risk population for partner churn is comprised of the channel partner organizations that only perform one activity in a year.


We expected to see around 25% of partners across each tier with a single activity for the year.

What we saw:

On average, 27% of partners performed just one activity and 73% performed more than one. However, when we examined the numbers by tier, there were differences: tier 1 was at 24% : 76%, tier 2 was at 24% : 76%, and tier 3 was at 36% : 64%.

Our take:

While we would like to keep all partners on the platform active, the reality is that we are always going to lose some. Focus on driving more adoption – and steady adoption - through “low-hanging fruit” activities to encourage regular use. Tier 3 channel partners, while smaller in number on the platform, are more likely to do only one activity in a year. Programs that encourage more activity will be particularly beneficial to those partners.

Partners by Activity Level in 2014

ONLY ONE ACTIVITY24%

MORE THAN ONE ACTIVITY76%





Tier 1

Tier 2

Tier 3




Logging in to a channel marketing automation platform is a great first step for channel partners. They gain access to a wide variety of activities they can use to drive sales. And they can download marketing materials, plan and launch a seminar or webcast, customize and execute a landing page and email, or request turnkey marketing activities (like telemarketing services or list purchases). But which activities do they truly utilize the most?

In the next section, we’ll take a look at the activities performed by thousands of channel partners around the world during 2014 to give you a sense of how they used the resources available to them and how their activity level and areas of interest vary by geography and partner program tier. This real-world information can help guide your efforts as you set expectations for your own channel marketing automation software rollout. Or you can use the information as a benchmark to compare your own performance over the past year.


Partner Marketing Activities Average Number of Activities – Regional View


We reviewed the average number of activities for channel partners who logged into the platform and performed at least one activity (downloads, events, campaign executions, and agency service requests). We expected the metrics for download activity to be higher than any other category. Partners often just want to grab information or content and go.

What we saw:

As expected, downloads are still the most popular activity, with partners globally downloading six to eight pieces of content or supporting material a year (click here to learn which content is most popular).

Partners planned and delivered an average of two events a year.

Executing two to four campaigns is consistent for most partners, with LATAM and APJ showing greater frequency for this activity.

LATAM’s use of Agency Services grew by 54% from 2013 to 2014.

Our take:

Many partners still hesitate to move beyond downloads, finding it easier to take the materials they need and run with them versus trying to understand how to execute a landing page, an offer, emails driving to the landing page, etc. Education is the key to overcoming this issue.

Many vendors develop engagement programs to encourage partners to accomplish these tasks and incentivize the progress they make along the way. What if each one of your partners downloaded seven items, planned and delivered two events, executed three landing page campaigns, and used two agency services? That would be a healthy amount of activity for many partners.

Region Downloads EventsCampaignExecutions

Agency

ServicesRegional Average

APAC 7 2 4 2 8

LATAM 8 2 4 2 9

EMEA 7 2 3 1 7

North America 6 2 2 2 6

Global Average 7 2 3 2 7

Average Activities by Region



Just as we saw different activity averages by geography, we also saw differences based on partner program tier.

What we thought we would see: We expected the tier 3 partners to demonstrate the greatest use of the campaign execution features (landing pages, emails, events). This assumption is based on the fact that the majority of tier 3 partners don’t have these capabilities in-house.

What we saw:

The use of downloads is high and growing among all tiers, with tier 1 as the most active.

Overall, year-over-year growth is being driven by tiers 2 and 3, with all geographies showing positive movement.

Tier 3 partners typically don’t earn Market Development Funds, which is what most partners use to pay for Agency Services. In some cases, partners may be willing to spend their own budget to support the activities that they find valuable.

Our take:

Tier 2 and 3 averages are growing year-over-year, which represents a great opportunity to drive even more activity with these partners.

Sharing information with partners about how others are using the platform will help encourage more use among peers.

Average Activities by Tier

Tier Downloads EventsCampaignExecutions

Agency Services

TierAverage

Tier One 8 2 3 2 8

Tier Two 6 2 3 1 7

Tier Three 6 2 2 3 6

Partner Marketing Activities Average Number of Activities – Program Tier View



While the previous data gives you a sense of how many of actions a partner will take, the following pages provide more insight into the mix of the available activities across the platform.

On our platform, partners have a variety of activities they can perform:

• “Downloads” refers to downloading resources or files – anything from datasheets to presentations or email templates.

• “Events” refers to in-person events like seminars and online events (e.g. webcasts).

• “Campaign Executions” refers to activities like lead generation and nurture programs, landing pages, offers, and emails.

• “Agency Services” are services that are offered by third-party marketing agencies through a marketing store within the platform.

PARTNER MARKETING ACTIVITIES

MIX OF ACTIVITIES



Partner Marketing ActivitiesMix of Activities– Global View


We expected to see a high volume of download activity. Access to a centralized downloadable resource center is the most common need addressed by channel marketing software.

What we saw:

99% of the activity across the globe was self-service. This means the partner logged in and performed the activity without vendor intervention.

The number of events declined in 2014.

Our take:

The ability to go to one location and download all of the content needed to support partner marketing is key. Some might assume that campaign executions are of greater value than downloads, and that may or may not be true. may or may not be true. It’s hard to tell without knowing the end of the story – the results that were driven by the partners’ activity.

Based on our experience with partner events, we expected more event activity as a proportion of the overall mix than what we are saw. Based on the download metrics for event materials, partners are still doing too much of the event production work on their own, or they just aren’t holding enough events. This is great opportunity for growth.

Vendors who make it easy for partners to use their Market Development Fund programs through the use of agency services will see increased utilization of their programs.

Results 2013

DOWNLOADS76%

AGENCYSERVICES1%

EVENTS2%

CAMPAIGNEXECUTION

21%

Change From 2013

2014 Activities by Popularity



Looking at the same data segmented regionally gives us the opportunity to examine differences in activities around the world.


EMEA and LATAM are more face-to-face oriented cultures, so we expected higher levels of events within those regions.

APJ is a less face-to-face oriented culture and, in many cases, the populations are geographically disbursed, so we expected to see fewer events.

What we saw:

There were fewer events in APJ as part of the overall mix. There were also fewer agency service requests, but that could be due to the fact that there are less options available to partners in that region. Not all campaigns were available to partners in their local language as well.

There were more events in LATAM than the global average, which was expected. LATAM also had an above-average number of requests for agency services.

EMEA had more downloads than the other regions, but the lowest metrics for execution and agency service requests. This indicates that there is room for growth in these regions.

North America had the most events, campaign executions, and agency service requests in comparison to the global averages

Our take:

There is great a opportunity to present partners with many options and highlight how they can be used in a planned and connected way to develop a well-qualified pipeline. The enablement programs to support this education and planning process will lead to increased use of a wider variety of marketing tactics.

Activities by Region

North America

EMEA

LATAM

APJ

Downloads Events

Campaign Executions Agency Services

Partner Marketing ActivitiesMix of Activities – Regional View



Looking at the same data segmented by tier gives us the opportunity to examine differences in activities by partner program level.


We expected to see the majority of the self-service, do-it-yourself activity in the lower tier partners since they have fewer marketing resources in-house and would benefit from utilizing the automation platform.

What we saw:

Tier 1 had more downloads and less campaigns in comparison to the overall totals.

Tier 2 had more campaign executions, demonstrating a good use of automation capabilities.

Tier 3 showed a greater mix of downloads than the overall numbers; we should see more automation use in this tier which will require more training and enablement.

We saw almost no agency service requests for tier 3 partners, ostensibly due to a lack of access to Market Development Funds. This tier may be willing to pay for some services out of pocket.

Our take:

The more activities that the tier 1 partners deliver through the platform, the better the vendor’s ability to track the results to establish closed-loop reporting. Programs to drive more automated activities are worth focusing on.

The tier 2 partners are executing a strong mix of activities. We recommend continued support and enablement to drive more programs through this tier.

The tier 3 partners should be the biggest users of the automation features. Targeted programs to drive their use of specific campaigns, in addition to enablement and execution support will produce higher volumes of activity.

Activity Executions by Tier

TIER 3

TIER 2

TIER 1

Email

Landing Page Direct Mail

Syndicated Web Content

Partner Marketing ActivitiesMix of Activities – Program Tier View



Events are still one of the most popular marketing activities for channel partners. Seeing customers and prospects in-person at a seminar or inviting them to attend a convenient online webcast can prove useful in building relationships as well as making a product or service pitch. Event materials are often delivered in a kit known as an event-in-a-box, seminar-in-a-box, or webcast-in-a-box. The marketing automation workflow offered in our platform makes it easy to set up an event registration page for attendees and provides all of the necessary transactional email messages (confirmation, changes, thank you and sorry we missed you, for example).

PARTNER MARKETING ACTIVITIES

EVENT ACTIVITES



What we thought we would see: From experience, we know that in-person seminars are most popular in North America, EMEA, and LATAM. Webcasts are popular in North America and EMEA. Events of all types are less popular in APJ.

What we saw:

Only APJ shows less of a preference for events than the worldwide average, which fits with cultural preferences we’ve experienced.

EMEA has outpaced North America, which we didn’t expect but which does align with their standing as the largest region using the platform.

The number of events is growing in LATAM while declining in the rest of the world.

Our take:

Some cultures embrace face-to-face interaction more than others. LATAM is very face-to-face oriented, while APJ is less so. Consider this when designing programs and setting performance targets for your regions. Which activities are best suited to the local culture? You can play to your strengths and support your local cultures through a channel marketing automation platform, achieving scale and personalization simultaneously.

With events still so prevalent among channel partners, it’s more important than ever to offer rich content that partners can utilize to engage their audience. Automation that helps with the registration experience is another opportunity you can offer your partners that they’ll find valuable.

If you’re not seeing this same type of event energy in your channel, use these metrics as a benchmark to challenge your channel partners and your team. Other vendors have shown this can be done. It’s time for your channel to participate!

Event Activity by Region

Partner Marketing ActivitiesEvent Activities – Regional View

NA28%

EMEA39%

APJ11%

LATAM22%



Looking at the same data segmented by tier gives us the opportunity to examine differences in activities by partner program level.

What we thought we would see: We expected to see the majority of the activity within the higher tiers since those partners typically have a larger contact database they can use to drive attendance.

What we saw:

The tier 1 partners were the biggest producers of events.

Tier 2 partners are growing in their use of events.

Tier 3 partners may need more training and enablement as well as contact database development to feel comfortable producing more events.

The overall number of events has declined this year, but not by a significant margin.

Our take:Consider event-in-a-box content you can offer your partners that goes beyond the standard events they may be delivering today. Think about educational topics versus product topics to try to build more top-of-the-funnel opportunities that will engage prospects who are still in learning mode and not yet ready to buy.

Events by Partner Tier

0

20

40

60

80

100

Tier 1

Tier 2

Tier 3

Partner Marketing ActivitiesEvent Activities – Program Tier View



Partner Marketing ActivitiesEvent Activities – Event Type View

Looking at the same data segmented by event type gives us the opportunity to examine differences in activities by the delivery format of the event.

What we expected:

We expected seminars to be the primary vehicle since most of the partners that use the platform operate regional businesses, typically around one metropolitan area, and are therefore more inclined to host an in-person event in or near their primary city.

What we saw:

There were four times the number of seminars as there were webinars in APJ.

There were two times the number of seminars as there were webinars in LATAM; webcasts are growing.

There were two and a half times the number of seminars as there were webinars in EMEA.

There were 3 times the number of seminars as there were webinars in North America.

There were three times the number of seminars as there were webinars globally.

Our take:

While seminars are much more popular than webinars, we believe much of this has to do with the complicated nature of booking and paying for a webinar delivery service. Consider partnering with a vendor to negotiate a preferred rate and gain access to webcast production support to help lower the barrier to entry to delivering webinars.

Events by Type

Overall

North America

EMEA

LATAM

APJ

Seminar Webcast




All of the content, marketing tactics, and turnkey marketing services made available to channel partners through a partner marketing center can be measured, giving you visibility into what they use and don’t use. The ability to monitor this activity helps channel marketers plan which content to produce, which enablement programs to implement, and which third-party services to negotiate with to support the needs of channel partners.


Content and Program EngagementTop 10 Most Popular Downloads

In our eBook, What’s in a Channel Marketing Bill of Materials?, we described the content partners need at each stage of the Buyer’s Journey. As the most active module in our platform, the chart below shows the top 10 most popular types of downloaded content used by partners.


We expected product-oriented content and assets like data sheets and product presentations to be the most

popular downloads.

What we saw:

White papers are the most downloaded content. In our platform, we offer third-party white papers from analysts focused on industry topics, as well as product white papers that provide detail on product features.

Call scripts are the second most popular piece of downloaded content. Many of our clients package calling day / call blitz materials for partners to download and use.

Our take:

The use of both industry content and product content is a good sign. Partners need to use content to help attract interest, build awareness within the market, and support their overall pipeline development.

The popularity of call scripts means partners are interested in using the messaging in the scripts to help engage prospects and customers in a discussion about their solutions. For channel vendors concerned that their partners are too passive when it comes to sales efforts, the use of call scripts is an important piece of content to offer and measure. Change From 2013

Results 2013

WHITEPAPER11%

CALL SCRIPT9%

COPY BLOCKS8%

PRESENTATION7%

AT-A-GLANCE7%

EMAIL7%

BROCHURE5%

PLAYBOOK4%

BATTLECARD4%

WEB BANNER4%

2014 Downloads by Type


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Results 2013

EMAIL51%

WEB BANNER1%

LANDING PAGE41%

DIRECT MAIL6%

SYNDICATED WEB CONTENT2%

Change From 2013

Content and Program EngagementTop 5 Most Popular Campaign Actions

Using the Averetek platform, partners can choose from landing pages, email campaigns, lead nurturing programs, syndicated web content and other marketing automation tactics.

What we saw:

Email is still the most popular tactic, but landing pages are growing in popularity as more partners come to understand and embrace inbound marketing principles. Landing pages that are tied to strong content offers represent some of the most successful activities.

The use of web banners is small and shrinking.

Syndicated web content is a relatively new feature in our platform that vendors are anxious to offer their partners. It allows them to place content on their channel partners’ websites that can updated with a single click..


We expected email to be the most popular, but we also anticipated growth in the use of landing page drive by promotional emails.

Our take:

The rise of landing pages is a good sign, especially with some year-over-year decline in standalone email campaigns. Partners need more education around landing pages – when and how to use them, and how to convert leads generated by those pages so they can rely less on standalone email campaigns.

2014 Campaign Actions by Type



Content and Program Engagement Top 10 Most Popular Agency Services

Agency services are offered to channel partners through a marketing store. They can purchase services with their own funds or with Market Development Funds (MDF) granted to them by the channel vendor. The agency services offered through the marketing store are services selected by the channel vendor.


Channel partners typically like tele-services since most don’t have large inside sales teams to generate the volume of calls needed to qualify leads and produce pipeline.

What we saw:

Tele is a top requested service, helping with lead qualification and development.

While events are declining in the self-service section of the site, they are growing in use as a agency service. This could indicate that partners have a growing interest in hosting more events than they have the skill or the time to manage, hence the request for support from agencies.

Our take:

Inbound marketing-related services (SEO, blog, content) will likely grow as channel marketing catches up with industry trends around content marketing.

As inbound marketing grows in popularity, partners will continue to request Tele-services to assist them in qualifying the leads and driving pipeline.

Results 2013

EMAIL SERVICES1%

TRAINING1%

INBOUND MARKETING29%

TELE-SERVICES34%

EVENT SERVICES20%

PRINTED MATERIALS7%

DEMO DEVELOPMENT2%

PROMO ITEMS3%

LIST SERVICES3%

Change From 2013

2014 AgencyServices Rank




Parting Thoughts

Successful companies and their partners have been using tools like the Averetek platform to their advantage for more than a decade. Your partners are ready for marketing automation. If you’re not offering automation, you are missing a significant strategic opportunity to empower your partners, while at the same time gaining valuable insight and metrics into everything they do so you can optimize your own business.

If you conduct business globally, but are not offering services globally, you are also missing a tremendous opportunity. The fact is, partners are all over the world and they are ready to engage. Look at growth markets like the BRIC countries: you may just find there are a number of active partners ready to go if given the chance.

Partners can only take advantage of what’s offered to them. Some of the numbers we reviewed are the result of the partners’ limited resources. In some cases, partners just didn’t have access to many of the tools and services that could help them take their marketing to the next level. Or in other cases, they were only offered campaigns in English and were required to do the translation work, which discouraged participation. When possible, make all of your offerings available to all users and do so in their local languages. Removing as many obstacles as possible will encourage participation and increase your program’s success.

In some cases, partners had concierge services to assist them with the planning and execution of their activity. In other cases, they were on their own. The more enablement and concierge services offered to channel partners, the more participation you can expect.

We did not examine which content and activities are the most productive in this report, but we do plan to address this important topic in future reports.

We hope you enjoyed this report and found it to be informative.

If you have any suggestions for future reports or have any questions, please feel free to contact us.

Mike [email protected]

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STATE OF CHANNEL MARKETING 2015

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State of Channel Marketing 2015 from Averetek