WEBINAR Making The Business Case For Through-Channel Marketing Tim Harmon, Principal Analyst June 4, 2015. Call in at 12:55 p.m. Eastern time

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

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

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 . . .

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

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

. . . 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 Q2 2014 Global B2B Sell-Side Online Survey

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 . . .

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 . . .

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

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

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.

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

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 . . .

vs. Why TCMA Remember when . . . GOOD 4. TECHNOLOGY ENGENDERS PARTNER LOYALTY GOOD Remember when . . . vs.

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 emails Syndicated social Enhance customer relationships Productivity Increased sales conversions Field Dealer Agent Affiliate

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

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

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

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”

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

Tim Harmon +1 650.455.8307 tharmon@forrester.com