The Scope
Renowned globally for its cutting-edge data infrastructure solutions, this technology supplier sought to amplify brand visibility, loyalty, and product advocacy among its channel partners. Their objective was to cultivate a more informed and engaged partner community to strengthen their marketplace positioning. Through an inclusive approach targeting various partner programs, they aimed to empower partners with the necessary tools and knowledge to effectively market and recommend its advanced technological solutions.
The Challenge
But the complexity of this supplier’s product offerings made it difficult for channel partners to communicate benefits effectively. Overcoming this hurdle required a comprehensive solution that not only educated but also engaged partners, fostering loyalty and enhancing partners' ability to advocate for the suppliers advanced technologies across diverse market segments.
The Solution
HMI, (now a part of 360insights) created an incentive program designed to influence education and learning and incentivize the technology suppliers technical engineers and sales reps, to learn about their technology by rewarding points for engaging activities. This led to the channel partners becoming more comfortable with the business’s technology.
To maximize program reach and ensure participants felt valued, the program introduced a "fast start" enrollment bonus, "refer-a-friend" bonuses, and holiday and anniversary bonus points. The program also incentivized attending webinars and events, taking quizzes, and reading whitepapers. To maintain the engagement, a gifting module was introduced, allowing their business development managers to gift points to participants. The incentive program was successful in creating a community that provided up-to-date information, training, and resources. Strategic training modules rewarded resellers for successful completion and "we miss you" campaigns helped re-engage dormant users. The program also awarded points for preferred behaviors, such as attending events and closing large deals.
The Results
The global data and technology supplier experienced substantial growth in channel engagement, with the enrollment of over 4,000 partners in its incentive program. The initiative demonstrated remarkable reach, as evidenced by an impressive email open rate of 40% and the successful deployment of 4,183 learning promotions distributed across more than 70 countries. This expansive engagement facilitated a more educated and loyal partner network, adeptly positioning their products and fostering a culture of continuous learning and advancement. Enhanced communication and interaction between the company and its partners strengthened relationships and paved the way for successful business outcomes.
