Bourne

How did we help the Dell and Symantec partnership hit the ground running across the globe?: Brief

Dell and Symantec have recently formed a partnership to develop a game-changing systems management platform which would give customer enterprise level capabilities without the costs and complexity associated with existing vendor solutions. However, developing the solution was one thing, convincing a crowded channel and marketplace used to hearing grand promises from IT vendors that something special had been created was another altogether.

Results

Within three months, the campaign achieved its objective of 1000 registered global partners and a 70% certification rate amongst those registered. Campaign results consistently exceeded industry benchmarks with e-mail open rates over 50% and campaign click-through rates over 25%.

Solution

We developed a global launch and communications strategy for the new partnership, initially focusing on persuading Dell and Symantec’s worldwide partner channels to become certified. An e-mail campaign targeted existing partners, driving them to a purpose-built microsite which communicated the proposition in terms that were important to partners. The campaign was delivered in 25 languages in EMEA, APAC, LATAM and North America. Once the initial registration target was achieved, the priority shifted to moving partners through the certification process and into active selling in their respective regions. Success was achieved through interactive demos, sales toolkits, online video and content schedules which consistently delivered engaging content through a well planned editorial schedule. As always, the campaign was made possible by our global campaign platform, Basis.

Brief

Results

Solution