Transcript Silverpop overview webinar

Silverpop Overview for Channel
July 2015
Simon Lye
Partner Program Manager – EMEA
[email protected]
Setting the Stage….
Why this is important to know…
Speaking to you today…
Silverpop provides a best-in-class email
and marketing automation platform
This presents the opportunity to
displace competitors in existing
accounts and sell into new accounts
What you should be able to do after
this session…
1. Convey the Silverpop value proposition
to customers and prospects in a
compelling way
2. Be able to identify a target prospect list
based on an ideal customer profile
3. Know what to do when you have an
opportunity
Simon Lye
Partner Program Manager EMEA,
Silverpop
• 3 years at Silverpop
• Manage Silverpop integrated,
implementation, consulting and
agency partners across Europe
ToB: May 2016
IBM Internal and Business Partner use only
What is Silverpop
“Silverpop is a cloud-based (SaaS)
marketing platform that makes it easy
for marketers to track customer
behaviours across a variety of touch
points, and use those behaviours to drive
relevance in the content and timing of
messages; specifically emails, SMS and
website content”
Welcome to the
FUTURE of
MARKETING
THE FUTURE OF MARKETING IS
PERSONAL.
Inbox
Web
Mobile
Systems & Apps
The best content for
each customer, at the
predicted right time
Unique and personal
content experience for
each website visitor
Personal in store, in app,
and on the go brand
interactions
Connect data
and automate individual
interactions across
your marketing
technology stack
ARE YOU LISTENING?
CAN YOU RESPOND?
Common Challenges
Data in
Silos
Lack of
Control
Relevant
Content
Right
Channel
Real Time
Execution
Lack of
Insight
Fragmented
picture of
customers
Lack of
control over
data
Inability to
customize
content
Get
customer’s
attention
Inability to
execute in real
time
How
individuals
interact
with your
brand
The Silverpop Marketing Platform
Marketing
Database
MultiChannel
Behavioral
Insights
Universal
Behaviors
Single
Identity
Interaction
Engine
What does Silverpop provide?
Email Marketing
Dynamic email content and sophisticated features drive higher conversion
Typical competition: Responsys, ExactTarget, CheetahMail, Smartfocus, eCircle
(Terradata), Pure360, emarsys, Optivo, Bronto
Lead to Revenue Management
Scoring and automation support complex, direct sales efforts
Typical competition: Marketo, Pardot, Eloqua
Behavioural Marketing Automation
Capture and use behaviour from virtually any source to drive highly personalised
interactions
Key Differentiators
• Silverpop provides marketing automation and email marketing
capabilities in a single product, allowing clients to adopt
behavioural marketing automation at scale in a single platform
• Silverpop’s ease of integration, flexible data structure and single
identity capability ensures clients can capture and use more
behaviour from more sources and leverage this to drive highly
personalised interactions at scale, with little to no IT involvement
• Silverpop is easy to use and provides excellent speed to market
Business Model & Approach
Go To Market Model
• CPM pricing is most common
• Database pricing
• Mainly Direct Clients
• Agencies (MSPs) Look like direct clients
• Select resellers in geos without direct
sales reps only (currently)
Integration is a
Differentiator
• 90+ integrated
technology partners
Services
• Tech support, training, provisioning as
standard
• Additional custom onboarding
recommended
• Technical, Consulting, Advistory, Managed
and Strategic services available
• Partners may also offer Value Add,
Strategic, and Marketing Services
Silverpop deal profile
Deal size
Target clients:
Sales Cycle
Services &
Time to Value
 US $5K to $400k ACV. Average: $32k
 SaaS
 1-3 Year Contracts.




Top verticals: Retail, Travel, Gaming, Agencies (MSPs), Financial Services
eCommerce clients (sell online)
Currently using a competitor
Digital marketing focus
 3-6 months for large deals / enterprise ($75k +)
 2-4 months for mid market deals / accounts ($25k - $75k)
 1-3 months for small deals (< $25k)
 Rapid deployment (standard provisioning allowed: 30 days)
 Tech support, online training, provisioning as standard. Onboarding
services recommended
 Additional Services available: Technical, Consulting, Advisory, Managed
 Primary Implementation typically 1 week to 3 months
Silverpop Partner Program
Partner Vitals
500+
Active Partners
25% of Partner
Leads close
1/3 of new
business comes
from the Channel
Partners in 45
countries
Dedicated Worldwide Partner Team
90+ Technology Integrations
50% of clients
use one or more
partners
Robust CoMarketing
Opportunities
Dedicated support, training,
certification and resource portal
IBM Partner Programs Available
Selling model
Own customer relationship
Own customer relationship
Client Base
I’m looking to bring on
clients one by one
I have existing clients to
bring over
Minimum Volume
Commitment
Training &
Certification
Resources
Certified Support
Resources
Discount
Pricing
•
•
•
•
Per Client
SP Product Certification
(1) Sales Mastery
(2) Technical Masteries
(1) Saas Support Mastery
2
25%
Negotiated p/ deal
Saas Solution
Provider (SSP)
Single
•
•
•
•
Yes
SP Product Certification •
(1) Sales Mastery
•
(2) Technical Masteries
(1) Saas Support Mastery
2
25%
Volume bundles
Saas Solution
Provider (SSP) Multi
Identify & co-sell
I’d like to refer clients one
by one
No
SP Product Certification
(1) Sales Mastery
No
10-20% at sale, 5% renewal
Direct sale to client
Referral
Marketing Service Provider (MSP) Examples
Ideal Partner Profiles
Ideal Marketing Service Provider Profile
•
Digital marketing focus / Currently using a competitor
•
Strong in email marketing
•
Expert at tying together multiple data sources to provide a consistent experience for
customers across channels
•
Fall into one of the following categories: Agencies, Implementation Partners,
Consultancies, Technology Providers (CSP)
•
Vertical-specific: Well-defined niches make it easier to demonstrate value
•
Typically the opportunity will be for us to work on one specific client opportunity with the
MSP. Rarely will the initial opportunity be for us to become the ESP or BMA provider for
all their clients.
Services Opportunity
• Solution sell is far more successful
than technology alone
• More than just initial
Creative
implementation
• Wide range of services opportunity
to assist client in getting maximum
value from investment
• Strategic services
HTML
• Digital services
• Technical & data services
• Project Management
• Silverpop can work alongside you
to assist in areas you don’t deliver Behavioural Marketing
Automation
Data & Analytics
Strategy
Deliverability
Project
Management
Integration
Services
Product
Consulting
Reference Materials
Ideal End Customer Profile
• B2C or B2B
• Currently using digital marketing to drive
revenue or engagement
• Currently using one of our competitors
• Currently sophisticated or has an appetite for
sophistication (not batch & blast)
Silverpop Ideal Customer Profile
RECOMMENDED
CUSTOMER PROFILE
• Individualized automations at scale
(B2C MA / BMA)
• 10K - 10M contacts
• Deep ties into Salesforce.com and
MS CRM
• Self-service or hybrid service
augmented with expert consulting
• High volumes of constantly
changing campaigns
CHARACTERISTICS TO
AV O I D
• Huge databases (above 25-50
million contacts)
• Large rule sets or highly complex
schemas around large databases
(greater than 10 million)
Retail
Travel
Leisure and Entertainment
Finance
Publishing
Property
Healthcare/
Pharma
Agencies
B2B/Telco
Charities
Reference Materials
Next Steps
1.
Learn more about Silverpop: watch the demos
View our on-demand
demo available on
our homepage,
www.silverpop.com
2.
3.
4.
5.
AND
Register for our next live demo,
http://www.silverpop.com/marketingresources/webinars/
Email [email protected] for more information and next steps in
regards to signing up as a partner
Already have a lead? Submit it through: www.silverpop.com/ibm-leadpass
Review Silverpop acquisition page on PartnerWorld: https://www304.ibm.com/partnerworld/wps/servlet/ContentHandler/swg_com_sfw_silve
rpop
Review Silverpop sales kit content on PartnerWorld: https://www304.ibm.com/partnerworld/wps/servlet/mem/ContentHandler/Q683433V94
059I55/lc=en_ALL_ZZ
Silverpop Information & Resources
 Silverpop Lead Pass Link: http://www.silverpop.com/ibm-leadpass/
 Silverpop Enablement Workshop Library
 Software Sellers Workplace: Silverpop Sellers Resource Page
 What You Need to Know (WYNTK) documents
 Key Messages & FAQs
 Sales Kit
 Solution Brochure
 Prospecting Guide
 Client Conversation Guide
 Silverpop Notes ID:
 When in doubt, send any questions to:
 AskSilverpop/Atlanta/IBM@IBMUS or [email protected]