2014 Nordic Partner Day

Partner Marketing Services

How to Increase Pipeline

Natasha Mutepuka

Senior Manager Global Partner Marketing

October 2014

Demand generation is the focus of targeted marketing

programs to drive awareness and interest in a company's

products and/or services.

Source: Wikipedia, http://en.wikipedia.org/wiki/Demand_generation

Marketing generating leads

Driving demand

The future (now) of marketing is the 1:1

customer journey

Understanding customers

• Top business imperative among CEOs

• “Fundamentally, the only competitive advantage one has is client

knowledge…”

• “Each customer has distinctive traits we need to understand. To

manage this complexity, we must be a digital cheetah…”

• 72% of CEOs report understanding individual customer needs as

their top area of focus

Source: Gigya

Commonly used in business to business, business to

government, or longer business to consumer sales

cycles, demand generation involves multiple areas

of marketing and is really the marriage of marketing

programs coupled with a structured sales process.

Source: Wikipedia, http://en.wikipedia.org/wiki/Demand_generation

So, what are the best practices

to effective demand generation?

Visualize your world

Image source: http://173.45.249.234/blog/wp-content/uploads/2012/04/mindthegap.jpg

End-to-end demand creation process

Source: Sirius Decisions

The use of traditional

and social media to set

the stage for demand

creation

SEED

The generation of

“original” demand, with

a focus on quality vs.

quantity

CREATE

Efforts geared to

help sales move

deals more quickly

through the pipeline

ACCELERATE

Care and feeding of

prospects that

aren’t ready for

sales, or that have

fallen out of the

waterfall

NURTURE

Helping reps

increase their

productivity, both

for sales- and

marketing-sourced

demand

ENABLE

Demand creation framework

Planned campaigns• Integrated programs

• Nurture flows

• Sales enablement

• Pipeline acceleration

Perpetual leverage• Inbound tactics

• Content driven

• Website conversion

optimization

• Behaviour triggered

Rapid response• Account-based marketing

• Small-net fishing

• Event triggered

Creating demand

Strategic

foundation• Demand type

• Relative targeting

• Lead taxonomy

• Buyer personas

• Buying cycle

• Content strategy

Process

definition• Demand waterfall

• Lead scoring and

nurturing

• Service Level

Agreements

• Campaign

planning

• Budget

Organizational

structure• Field marketing

• Demand center

• Global programs

• Teleservices

• Emerging rules

Infrastructure

assessment• Marketing

automation

• Websites

• Analytics

• Sales force

automation

• Data services

Supporting demand

Qlik Partner Marketing Services 2015

Swedish web content, campaigns, programs and social content

Lead nurture

Program

Program

En

ab

lem

en

t

Alig

nm

en

t

Inte

gra

ted

Au

die

nce-d

riven

Pro

gra

m-d

riven

SEED

CREATE

NURTURE

ACCELERATE

Customer

Demand Generation is a holistic approach to

marketing and sales cohesiveness within the

company.

Source: Wikipedia, http://en.wikipedia.org/wiki/Demand_generation

Measuring demand creation

Enquiries

Raw

responses

or hand

raiser

SQL-to-

Close

Leads that

have

closed

Sales

Qualified

Lead

(SQL)

A lead that

is an

opportunity

in pipeline

Sales

Accepted

Lead

(SAL)

A lead

accepted

by the

receiving

function

Marketing

Qualified

Lead

(MQL)

A lead

ready to

be passed

to the

receiving

function

2% - 5%20%-

35%

50%-

65%

55%-

85%

4% to

8%

Source: Sirius Decisions EMEA Demand Creation Study, April 2013

Best practice attributes

• Based on Buyer Journey

• Multi-Touch Programs

• Data Centric

• Multi-channel

• Web-centric

• Nurturing models

• Syndicate best practices

• Not a leads onlyfocus

• Strong SLAs

• Metrics driven

• 30%+ Sourced

• 70%+ Influenced

Sales Pipeline

Sales Alignment

IntegratedProgram

Mix

Avg.

2.89Closed Deals per

1,000 inquiries

Best-in-class

14.23Closed Deals per

1,000 inquiries

Source: Sirius Decisions

Summary

• People

• Content and resources

• Technology and investment

Moving forward

• Market to people who never heard your name

• Social as a role in your demand generation

• The future of demand generation

• Qlik Partner Marketing Services

Follow up resources

Learn more about Qlik Partner Marketing Services and the benefits for your

organization.

• Qlik Partner Marketing Services – The Qlik Campaign Center Overview

• Qlik Partner Marketing Services – The Qlik Solution Showcase Overview

• Qlik Partner Marketing Services – User Handbook

• Qlik Partner Marketing Services FAQ – FAQ Guide

• On-demand webcasts:

– Qlik Partner Marketing Services: The Social Media Tool

– Qlik Partner Marketing Services: Email Marketing

– Qlik Partner Marketing Services: Getting Started With Search Engine Marketing

– Qlik Partner Marketing Services: The QlikView Campaign Center

– Qlik Partner Marketing Services: The QlikView Solution Showcase (August)

– Qlik Partner Marketing Services: Management and Reporting

Thank you