Priority Engine as a Channel Lead Generation Tool

Driving quality leads to gain pipeline and revenue through your channel partners is one of the hardest jobs a marketer can face.

Senior Client Consultant Voula Hanziantonakis experienced first hand just how challenging, and successful, channel enablement can be when she recently worked with a global Enterprise Storage Vendor whose primary goal for their Priority Engine subscription was channel enablement.

This client was clear about what they wanted to achieve, committed the time and effort to achieve it, and took a systematic approach to apply Priority Engine to their goals. As a result, their campaign was a huge success. They didn't just surpass the goal of generating 25-30 BANT leads in a short time; Priority Engine is now generating a 30% higher output of BANT leads and a 38% higher output of nurture pipeline for their company.

So other than commitment, what exactly did they do to make this a success?

The following is a summary of key lessons learned by Voula from this campaign that you can use to improve your own channel enablement initiatives:

Set a goalpost

This Storage Vendor had a specific KPI they wanted to achieve. Most importantly, the KPI targeted was measurable and within reach. They set out to generate 25-30 BANT leads to distribute to five different channel partners. For this Storage Vendor, a BANT lead was defined as a qualified lead with a purchase timeframe within 12 months.

Inform internal stakeholders of the campaign and get buy-in from them

Campaign results resonate when your internal stakeholders care. With assistance from their marketing and telemarketing execution teams, the Storage Vendor was fastidious in giving the right context to their channel partners. They were clear as to what platform they were using, who they were targeting, their execution strategy, and the results they were working to achieve. In short, make your stakeholders care by communicating, educating them, and giving them visibility into the campaign.

A streamlined workflow makes all the difference

The Storage Vendor’s execution team took time to define a workflow into which they could easily integrate Priority Engine. Once they knew how Priority Engine worked from a functionality standpoint they evaluated their unique workflow & process by asking critical questions:

  • How do we normally execute on lead generation?
  • How can we bring Priority Engine into this process?
  • How will we track our results?

Their ensuing workflow was simple but effective:

  1. Define the ideal target market
    • The Storage Vendor’s execution team worked closely with their TechTarget Client Consultant to evaluate the various target markets their partners were aiming for and agree on the best logistical set-up in Priority Engine to align with their partners’ target market segments.
  2. Export Priority Engine Active Prospects directly to the execution team responsible for managing the data.
  3. Train those executing on the data how to effectively use it
    • The telemarketing agency was given context and training on Priority Engine - both around tool functionality as well as best practices on the most effective call outreach.
  4. Customize weekly data exports to streamline data uploads into internal lead systems and mitigate logistical delays. These were delivered automatically to the telemarketing agency every week.
  5. Review weekly contacts and clean the contact list against specific exclusions before uploading it into lead systems and assigning callers for outreach.
  6. Define tracking metrics and a method to track those metrics
    • The telemarketing agency was meticulous in tracking activity by campaign code and was able to report back on key metrics.
  7. Communication is key. Ensure all parties involved are staying in contact, preferably on a weekly basis.

Set up weekly meetings with your partners

Weekly check-in calls provide a forum to review results and to “be on the same page” towards fulfilling KPIs. Our weekly meeting not only allowed room to discuss fresh activity and results but also to identify gaps in the workflow. Whether it was gaps in data alignment that we could adjust within Priority Engine or gaps in results that we could adjust through additional sales training, frequent communication was key to success.

As a Client Consultant who has worked with hundreds of organizations, I was really impressed by the vigilance of this client’s execution team in communicating campaign progress and results. That made all difference.

Want to read how others have achieved Channel Enablement success with Priority Engine? Check out how another enterprise vendor found success: Cisco: Breaking the Mold for Channel Marketing with Data-Driven Marketing Services

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