TechConnectr
  • Home
  • About Us
  • Solutions for
    • Marketers
    • Agencies and Media
    • Lead Generation Companies
  • Solutions
    • B2B Lead Gen Orchestration Solution
    • Marketplace
    • End-to-End B2B Lead Gen Solutions
  • Knowledge Base
    • Up-Coming Webinars
    • Resources
    • ABM Leaders Webinar
    • ABM Thought Leaders
    • Candid With Bob
    • Webinars
  • Contact Us
Select Page
  • Home
  • About Us
  • Solutions for
    • Marketers
    • Agencies and Media
    • Lead Generation Companies
  • Solutions
    • B2B Lead Gen Orchestration Solution
    • Marketplace
    • End-to-End B2B Lead Gen Solutions
  • Knowledge Base
    • Up-Coming Webinars
    • Resources
    • ABM Leaders Webinar
    • ABM Thought Leaders
    • Candid With Bob
    • Webinars
  • Contact Us

Interview with Jay McBain

Principal Analyst – Global Channels at Forrester!

jay mcbain principal analyst global channels at forrester talks about abm account based marketing and tcma through channel marketing automation.

TechConnectr is a marketplace of best of breed ABM and other lead gen solutions, helping marketers deliver highly-targeted “quality” leads for their sales teams.

SIGN UP FOR FREE CONSULTATION

Listen to our interview with Jay and learn what he has to say about:

    • Channel Partner ABM Programs – “Marketing To Them, Through Them and With Them”
    • TCMA Through-Channel Marketing – the fastest growing martech software category
    • Channel Marketing prominence (75% of world trade) 
    • Changes regarding reaching internal and external influencers and advocates (non-transacting partners)
    • ABM Approach – System Integrators and partners
    • ABM in Channel Recruitment – new partners, resellers, and alliances
    • ABM –  “last mile to your customer” – co-selling with agents, franchises, & retailers 
    • Channel Partner Marketing solutions including Ansira, Aprimo, Zift, Impartner, BrandMuscle, BrandMaker
    • ABM Marketing – Demographic Considerations and ROI  
    • The size of the Channel Marketing solutions ecosystem – Software, Services, & Digital Agencies – $2 billion and growing 

    Check out some of these excellent Channel ABM Marketing Resources:

    • Channel Marketing – The Third Stage for Sales and Marketing Leaders
    • Infographic:  Channel Software Tech Stack – 2019
    • Channel Marketing – What I see Coming for the Channels in 2019
    Click here to read the Video Transcript

    Hi this is Bob Samuels founder of TechConnectr, TechConnectr is a
    marketplace and campaign management platform of best of breed account based
    marketing lead gen solutions we help marketers deliver highly targeted
    quality leads to the sales teams we’ve partnered with the b2b market exchange
    to bring you wisdom from leading account based marketing thought leaders to that
    end i’m proud to introduce one of the world’s leading experts Jay McBain
    principal analysts of global channels for Forrester how are you today Jay I’m
    doing well thank you for having me it’s it’s wonderful to speak with you so I
    know that you’ve been around and the channel business for what 20 25 years
    now about that I’m starting to get aged it’s a lot of fun yeah absolutely
    and by definition that you know I think of channel yeah channel marketing and I
    know ABM is a new term it’s it really means targeted marketing or named
    accounts but that I imagine that’s a big part of channel marketing today it
    absolutely is so if you look across the world and if you look across the 27
    industries 75% of world trade today goes indirectly through some type of third
    party companies and you know even though companies have invested so much in terms
    of direct marketing and direct sales and everything else it’s usually less than
    half and globally you know a quarter of the business and you know we think it’s
    the biggest opportunity to really drive revenue and enhance your ABM strategies
    via third parties and I assume that’s that’s not not a not it’s a growing
    business it’s it’s continuing to grow as far as a percentage share yeah
    absolutely and the biggest change that we’re seeing by the way is around
    influencers and advocates and you know b2b buyers for example
    starting to look more like b2c buyers with how much research they do before
    they talk to somebody and even some of their behaviors you know during the
    buying cycle and you know these non transacting partners these people who
    help you know customers along their journey are really interesting to brands
    as they try to figure out how to you know corral them and motivate them
    Cosell and Co market with them so a really growing area so it sounds is
    there’s a lot more influencers involved in just in than just the direct client
    yeah absolutely and so do you have any interesting
    account based marketing success stories offhand that you could share otherwise
    I’ll want to talk to you about your you know your presentation that’s coming up
    at the B2B MX yeah as you can imagine Forrester spends a lot of time on ABM
    we’ve got dedicated ABM analysts and I look at ABM actually in two ways and I
    end up talking about it almost every day because many companies that are out
    there you know for example in the technology space one of their big
    potential partners today around digital transformation and business
    transformation what customers are thinking system integrators are you know
    a big influence so these are companies like Accenture and Deloitte and PwC and
    you know you’d know the top 10 by name and these companies are massive
    you know Accenture has 450,000 people so you don’t just go and recruit them at a
    trade show and you don’t just send them an email and sign them up it takes an
    ABM approach to go win or recruit a new partner of that size and magnitude and
    we’re starting to see ABM come into channel recruitment as a key way of you
    know getting some of these larger resellers and alliances signed up so
    it’s kind of an interesting way to think of it not just at the end client level
    but in terms of building your channel as well make sense
    make sense so your your presentation at the B2B MX through channel marketing how new
    new tools and services will accelerate partner programs tell us a little bit
    about through channel marketing automation but what exactly is that
    well it’s interesting so when you look at 75% of trade world trade that goes in
    directly you’ve got local businesses you’ve got a whole myriad of local or
    distributed businesses that impact your customer you know they might buy
    directly from a local franchise or a local insurance agent or pharmaceutical
    rep or technology bar what you know whatever industry it’s in but again if
    you look backwards 20 years ago companies invested heavily into CRM and
    you know we know Salesforce and Dynamics and the other winners there 10 years
    ago they invested heavily in marketing automation so we know Marketo and Parr
    Dodd and Eloqua and and the winners there but for 20 years now a lot of the
    focus has been on direct direct selling direct marketing building out that
    process you know making it a science as opposed to an art what’s missing in this
    equation is that third stage which is how do you market and cosell with all of
    these different agents or or franchises or retailers or others that are
    basically the last mile between you and your customer and how do you market to
    them through them and with them you know to make them better because in most
    cases they could be smaller mom-and-pop shops that don’t have the marketing
    expertise are driving around in a rusted white van that you know has a pixelated
    logo on the side and you know they don’t have the same level of expertise or
    skills or capabilities that you’ve built over the 20 years and now this third
    stage I think is this shift in terms of how do we raise all those boats make
    sense so what kind of technology have you seen
    that’s been effective as far as helping work with the channel partners for
    success yeah there’s actually a category which which I write about I wrote a wave
    earlier this year called TCMA through channel marketing automation and when we
    look at it there’s about 35 companies who build TCMA software that really is
    dedicated towards the 27 industries it is quite industry specific and these
    pieces of software really automate a lot of this type of work and like
    traditional marketing automation it includes email and it includes social
    and search and syndication it also involves some physical you know there is
    still brochures and signage and TV and radio ads and everything else but you
    take that whole bucket of marketing assets and and tactics and you need to
    govern that and you need to have a different layer when you’re doing it
    one-to-many especially you know outside of your firewall you know you’ve got to
    protect your branding guidelines you’ve got to you know make sure that the
    security and the compliance and everything is built at scale and then
    what’s interesting is you know we find that two-thirds of these local
    businesses don’t have the capabilities so we call it you know do it for me or
    do it on behalf of me type of users which is I understand you know the
    marketing is important I don’t really know how to do it or I don’t have the
    time to do it or I don’t even have the resource or capabilities to do it
    so we’ve introduced this third another third party called a concierge or White
    Glove service it could be a digital agency that acts on behalf of that local
    business to be able to take the brand and and to be able to execute at a local
    level so the software is different than traditional marketing automation just in
    terms of how you run it at at a global level and be able to transact with all
    of these you know third parties and enable the mid scale so that category by
    the way is the fastest growing marketing software category that
    Forrester tracks because are you talking about TCMA are you talking about the the
    white glove service the TCMA which is through channel marketing is the fastest
    growing marketing category from a software perspective just pioneers and do
    you have any favorite vendors of the of those few dozen players out there yeah i
    do not like the may i talk about specific vendors no I I definitely talk
    about vendors all the time I publish a channel software stack so if you google
    channel software stack it’ll come up number one and number two on google you
    can see a big infographic of all channel software companies there’s about a
    hundred and six of them and the thirty or so that I talked about here are
    definitely on that list and you know there are big players like and Sierra aprimo there are some very specific so if you look in the technology industry
    there is companies like ZIFT, Inpartner ZINFI there is you know global
    companies that handle multiple industries like a brand muscle brand
    maker but all of these companies you know many of them also have digital
    agency backgrounds or creative type of backgrounds but they also have a SAAS
    platform that that they sell that automates this and you know enables you
    to scale your third-party marketing excellent so so what are the what’s the
    critic what are the critical skill sets necessary to optimize these TCMA
    programs yeah well first of all it’s it’s the data that you collect because
    you know what ends up happening most companies partnerships and
    alliances channels are are pretty large you may have thousands you could have
    tens of thousands of partners when you look around the world and each location
    you know looks somewhat customized in terms of what works the ability to pull
    that back and and learn from you know kind of what works
    and apply it to other situations so if something’s working for example a
    campaign with certain tactics is working in Wichita Kansas you know would you be
    able to pick that up and move it over to you know a town in Florida and as you
    look across your partners and look at you know all the marketing that’s going
    on and how they mix it and you know that the day-by-day measurements and
    management of it you know are you able to gather those best practices almost in
    in real time and push it you know across a larger audience you know that ROI the
    return on investment of these types of marketing campaigns you know it’s pretty
    easy to track at a local level and as you go to you know maybe sub optimized
    places you know maybe partners of yours that are not participating you can
    definitely lay it out in terms of the mechanics and the tactics and and if
    they don’t have the capability of doing it introducing a third party that can do
    it on their behalf excellent so it’s a combination of data
    or more to the point intelligence the the tools for marketing outreach and
    then I guess the white glove or the the marketing advice yeah absolutely so you
    know in total we think you know we’re seeing this today is about a 300 million
    dollar software business that’s growing to be over a billion dollars in the next
    five years probably 1.2 billion there’s another billion or so dollars of
    services that those same 35 companies deliver with their software and then the
    opportunity for digital agencies and other firms is about 2 billion so the
    overall market is about four and a half billion dollars you know by the year you
    know 2023 around these technologies so it’s pretty lucrative and the margins
    are you know relatively high and you know for many digital agencies
    for example that you know are seen compression and seeing consolidation and
    things and in their core businesses you know this presents a pretty big
    opportunity for them excellent it sounds like it’s a great
    market it’s growing it’s very much ABM best practices and it’s nice – it’s nice
    – nice to hear you’re on top of everything and you sound like a great
    resource for anybody who’s going to be doing some research of where they head
    next the insight yeah and I’m excited about ABM you know expanding to include
    channels again there’s a lot of influence that happens through the
    buying journey that isn’t directly inside the organization so you’ve done
    the work and you understand the who the buying group is and who the internal
    influencers are but on average you know there could be five 10 20 different
    companies externally that are influencing the buying decision as well
    making recommendations adding expertise whatever it may be
    and you know as you’re looking at your own ABM approach you know you have to
    understand who these third parties are and perhaps you know recruit them as
    partners not only to win that account but you might find and be surprised that
    they’re working on five other accounts and influencing them as well and these
    future partnerships for you as an organization as a salesperson are
    critical in terms of you know expanding your territory and you know getting a
    army of feet on the street to help you that’s great stuff so I look forward to
    seeing you at the b2b MX for everybody who’s interested Jays presentations on
    Wednesday February 27th in Scottsdale on Through channel marketing and I think it’s
    going to be a great topic and that I encourage everybody to attend all right
    thank you so much thank you and look forward to seeing you there.

    Download our “Quick Guide for Creating & Managing Successful B2B Lead Generation Campaigns!

    successful b2b lead generation campaigns guide

    TechConnectr a leading B2B Lead Generation Marketplace

    TechConnectr a Leading Lead Generation Marketplace

    Other Featured Talks & Speakers

    Peter Isaacson

    CMO at Demandbase

    Watch Interview

    David Lewis

    Founder and CEO at DemandGen International, Inc

    Watch Interview

    Sangram Vajre

    Chief Evnagelist and Co-Founder of Terminus

    Watch Interview

    Full-stack B2B Lead Gen Suite Bid farewell to all your B2B Lead Gen Problems Get the tools, services, and expertise you need to succeed.

    • Follow
    • Follow
    • Follow
    • Follow
    • Follow

    Company

    About Us

    Our Offerings

    B2B Lead Gen Orchestration Solution

    Transparent B2B Lead Gen Marketplace

    End-to-End B2B Lead Gen Solution

    Get In Touch

    Contact Us

    PRIVACY POLICY

    TERMS AND CONDITIONS

    Notifications