Marketing Programs & Investments
Laurel Rice Senior Manager, Partner Marketing Progress Software
© 2014 Progress Software Corporation. All rights reserved. 2
Agenda
Marketing for 2015
Partner Marketing Resources
Demand Generation
Co-Marketing Examples
Marketing for 2015
80% of business decision-makers prefer to get company
information in a series of articles versus an advertisement
Source: HubSpot Inbound 2014
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Content Marketing – the New Reality of the Marketing World
91 of business-to-business marketers are already using content marketing*
of CMOs plan to increase content marketing in the coming year*
of a sales cycle is over before a sales person even speaks with your buyer*
68%
60%
* Reference: "How Great Content Dresses your Company for Success" (A TSL Marketing Whitepaper)
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Leverage Your Content Via Distribution
The right distribution channel puts the right content in front of the right person at the right time
“B2B customers contact a sales rep only after 70% of the purchase decision has been made”.
– Sirius Decisions, 2012
Website Pages
Business Blog
Social Media
Landing Pages
Call-to- Action
Marketing Emails
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Source: 2014 Benchmark Report, © 2014 Demand Metric Research Corporation
Video
In 2015, video will be an important form of marketing & sales content
Video performs better than other content for producing conversions
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Alignment: Business Strategy & Marketing Objectives
Business Strategy Marketing Objective Marketing Tactic
Acquire 500 new stores in 4 major cities
New radio promotion in Tier 2 markets
Become largest player in Tier 2 markets
Improve happy client referrals by 25%
“Qualify” DM to new store prospects to create
Type 2 leads
Increase brand recall from 25% to 40%
Sponsor golf events in Tier 2 markets to close
new prospects
Partner Marketing Resources
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Partner Marketing
Business and Marketing Planning
Communication Enablement
and Empowerment
Demand Generation
Powered by
Progress
✔
✔
✔
Co-marketing/New business planning with key Partners
Sales acceleration activity through planning and enablement
Leverage PDF
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Partner Communication
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Business Empowerment & Marketing Enablement
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Resources on PartnerLink & Progress Community
Event Calendar
Technical & Support
Product
Marketing
Training
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Partner & Customer Reference Program
Questions?
Cynthia Cooper Senior Manager, Customer & Partner Reference
Access Partner driven reference assets on
PartnerLink to incorporate into your sales presentations, conversations and to use as
‘door openers’.
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Sample of Recent Published Partner Case Studies
Demand Generation
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Helping Our Partners to Drive Revenue
1. Partner Development Funds
2. Customized Campaigns – work with your Progress Partner Marketing Manager
3. Customizable “Dialog Marketing Program” – templates available for customization through VLG
4. Ignite Program – Marketing Consultation workshop for creation of a Go to Market Plan, with full marketing services to implement (TSL Marketing)
5. Ignite Marketing Resource Site – ready-to-go templates and programs
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1. Partner Development Funds (PDF) Program
Co-marketing funding support
Reimbursement of up to 50% of activity/event
• May be used for co-branded marketing activities and co-sponsored events promoting Progress applications.
• Eligible activities include: Advertising/media/PR, Collateral/literature, Lead-generation activities, Seminars/events, Training/certification, Web marketing
Online Submission:
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Definitions
Hit – Any user that responds to invitation
Double Digit %
• Click-Through – % of Hits that reach call to action page
Avg. 40-60%
• Call-to-action – % of CTR that accepts CTA
Variable depending on CTA
2. VLG – Customizable Dialog Marketing Programs
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Available Templates / Dialog Marketing
Choose from several different styles & customize
Choose from flat, dimensional direct mail or HTML email
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Uncover New Opportunities Seamless PDF process Nurture Existing, Run-rate Business
3. Progress Ignite – Driving Revenue Growth
Marketing Consultation to
Develop an Integrated Campaign
Events
Advertising
Social Media
Direct Marketing
Internet / Content
Marketing
Telemarketing
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Ignite Program Benefits
Increase Revenue Create Awareness & Demand
Build Sales Pipeline
Identify New Areas for Growth
Validate Current Value Proposition
Support for Marketing Campaign
Implementation
Investment From Progress, e.g., PDF, Templates, Agency Support (TSL), etc.
© 2014 Progress Software Corporation. All rights reserved. 23
4. Ignite Marketing Resources Site
Templates, Packaged Campaigns and Additional Campaign Services TSL Marketing providing execution, planning and PDF support services
Landing Page on PartnerLink Ignite Marketing Resources Site (3 Tabs)
Co-Marketing Samples
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Demand Gen – Marketing Impact on Revenue
B & L embraced SaaS model for future customers in 2013
Aligned marketing strategy to support new business model – used PDF to support additional marketing investement (WP’s, events, web traffic, ads)
Results from first half 2014 YTD bookings
Closed 450% more companies
Closed 352% more in bookings
Used 50% fewer Business Development resource
* Compared first half of 2013
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Sonata Software (India) “Are You Ready for Change? Business Rules!”
Audience CTOs and CIOs VPs of Strategic Planning
& Transformation
Uncover market potential for Corticon Generate opportunities
for our channel partners
Marketing investment of US$8,000 Return of 6 opportunities
of US$886,000
Objective
ROI
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Co-Marketing BravePoint: Infographic, Email & Landing Page
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Progress Visionaria – Quantum & Progress Events
Audience: Progress Customers & Net New Customers
3 Events in Colombia, Peru and Equador
Cost $10K (PDF covered 50%)
+100 people attended the 3 events
13 opportunities – USD 112,350
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Skyward Campaign
Audience: CTOs; net new customers (1000 contacts)
Direct Mail, plus Two emails per target.
Cost $12K (PDF covered 50%)
2015 Powered By Progress Award
Award Criteria: Creativity of utilization of the Powered by Progress medallion and integrating Powered by Progress messaging within their sales and marketing campaign, event and/or program Who can Participate: Any active and good standing member of Progress Partner+ program (All Tiers) When: December 1, 2014 – May 31, 2015!
© 2014 Progress Software Corporation. All rights reserved. 31
Event Category Winners • 1st: B&L Information Systems
• 2nd: Davanti Warehousing BV
Web/Social Media Category Winners • 1st: Roundtable Software
• 2nd: Bluebird Auto Rental Systems
2014 Award Winners
© 2014 Progress Software Corporation. All rights reserved. 32
Nathalie Brar-Chauveau
Sr. Field Marketing Manager
Monique Bruins
Sr. Field Marketing Manager
Paul O’Sullivan
EMEA Manager Sr. Field Marketing Manager
Kristina Rümmler
Field Marketing Manager
Contact Your Local Marketing Manager
Regina de Camargo Cavalcanti
CALA Sr. Marketing Manager
Chuck Sicard
Global Partner Marketing Manager
Laurel Rice
NA & Global Partner Lead Sr. Partner Marketing Manager
May Cheok
Asia Sr. Field Marketing Manager
AJ Kriete
Partner Marketing Manager
Dawn D’Cotta
ANZ Sr. Field Marketing Manager
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