2021 Killer Content Awards

Channel Partner Marketing

The Challenge

When your company is managing hundreds, even thousands of partners, it’s difficult to keep them engaged. HP Inc., wanted to find more innovative ways to drive rep engagement and boost sales across North America.

The Content

HP partnered with ChannelAssist to develop GEM Club, an annual incentive program designed to reward and recognize channel reps for their pre- and post-sales activities. Within the GEM Club online platform, which was integrated into the Blue Carpet community, reps could earn non-monetary GEMS for completing product trainings and submitting sales claims. These counted towards monthly prizes, as well as a grand prize trip. To drive traffic and community engagement, HP promoted GEM Club across social media, promotions, trainings, surveys and events. A series of dashboards and leaderboards created urgency and drove action.

The Scoreboard

  • 2,900 participants activated
  • More than 2 million GEMS rewarded
  • 40% year-over-year growth in Blue Carpet program participation
  • 120% month-over-month increase in sales claim submissions
  • 550% increase in HP Blue Carped social media following

Cheat Code

Whether you like Pac Man or Mortal Kombat, they all have one thing in common: A leaderboard. This keeps partners engaged and committed to beating that high score! Find ways to drive urgency and friendly competition within your community.

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