Partner Marketing
Case Study
How We Improve A Pipeline With Channel Partners
The client
Provides call center tech to medium and large businesses across several differnet industries. Their on-promises and cloud-based solutions are used to improve customer experience.
The challenge
The client wanted to generate more leads from its channel and expand its partner network.
The solution
Macro helped with the implementation of a Partner Marketing Management (PMM) platform and provided campaign strategies via our global parner marketing concierge services.
The results
80+ engaged partners and 650+ registrations.
Background
While the client had strong ties to partners and an existing partner marketing strategy, many partners did not have the digital capabilities to leverage the partnerships. Smaller partners preferred ready-made content and campaigns to be supplied by the vendor. Partners also required assistance with overall partner program development, administration, maintenance, and execution of campaigns.
Why Partner Marketing?
High performers allocate 17% of their total marketing budget to channel marketing. (SiriusDecisions, 2019)
62% of high performers have some form of ongoing partner enablement in place for multiple partner personas. (SiriusDecisions, 2019)
60% of market development funds (MDF) are not used on a quarterly basis. (Zinfi, Worldwide channel survey)
Solutions
Channel Marketing Tech
The client leveraged Macro’s technical and project management expertise to migrate its digital marketing tools to a modern Unified Channel Management (UCM) platform.
Digital Campaign Services
For the client’s channel partners, Macro created ready-to-use content and campaigns localized for global partners. That way, partners could present themselves as experts in the customer experience industry.
Global Concierge Team
Macro's global concierge team adjusted the channel technology and available campaigns for specific regional needs of selected partners. This service was very well received by partners and generated net new business for the client.
Macro helped with:
- Integrating Salesforce CRM for lead management and attribution reporting in Tableau.
- Creating ready-to-use content and campaigns for demand generation and lead nurturing purposes.
- Supporting 8 different languages in 5 business regions.
- Working closely with the regional channel marketing managers to be the crticial link between the client's marketing, sales team, and its partners.
Results
The client’s partner marketing efforts brought the partner marketing team to the revenue table and improved the relationships with the sales organization. This was possible by leveraging Macro’s partner marketing capabilities to manage the tech platform and run over 250 campaigns for over 650 partners across NA, EMEA, LATAM, and APAC – and in 8 different languages, too!
How We Work
Managed Services
Use an extra hand or brain. Depending on your needs, our specialists dedicate their time on an ongoing basis to support your marketing objectives and campaigns.
Agile Project Sprints
Achieve your objectives on time with the right expertise. Depending on the project scope and timeline our specialists can support you to speed up initiatives
