The Syllabus:
Pure Storage and World Wide Technology (WWT) wanted to expand channel marketing opportunities to accelerate growth within white space financial services accounts. However, the companies had separate financial services content… and none were created for joint partnership outreach and sales enablement. With growth objectives of generating awareness and demand within 26 white space financial services accounts, the companies turned to Agent3 for help.
Lesson Plan:
The content included an internal, “positioning rationale” document that structured arguments and ideas shared by the team and drew on wider research. This document served as a baseline draft for materials going forward, such as a bite-sized, sales-specific “battlecard” PDF, and informed campaign themes and headings to discuss current and future campaigns and guide creative efforts.
To generate campaign awareness, the companies created an educational blog with joint messaging for WWT and Pure Storage hosted on WWT’s website. Additionally, they created an E-book with joint messages that lived ungated on WWT’s website along with a partnership brochure. Finally, joint case studies are being created in the future for demand generation and will be promoted jointly.
Report Card:
After promoting all content through LinkedIn and display advertising, the companies achieved:
- Over 141,299 impressions
- 241 clicks
- More than $13 million in pipeline acceleration to date
- More than 50% target account engagement
- More than 60% of target accounts interacting with content and advertising combined
Report Card:
After promoting all content through LinkedIn and display advertising, the companies achieved:
- Over 141,299 impressions
- 241 clicks
- More than $13 million in pipeline acceleration to date
- More than 50% target account engagement
- More than 60% of target accounts interacting with content and advertising combined
