
	About MRM
	Business Profile
	Margo Rosenberg


	Cases Studies
	Partner Marketing
	Copywriting
	Interim Management

Case Study: Partner Marketing

Same marketing budget, more market exposure

Client

The client was a global energy player which had successfully deployed an information integration warehouse. It now wanted to realise the potential of the technology by spinning off the product into a start-up software company.

Objective

The objective was to make a rapid impact on the market in spite of limited resources for sales and marketing.

Strategy

Impact would be achieved through an active partner marketing programme.

The criterion for choosing partners would be whether their marketing messages and those of the client were complementary.

The audience for the product would be extended from the technical community to the business users, often the driving force in any technology sale. This would be done through the Business Intelligence (BI) vendors in areas where the company had a history of successful implementations.

A key advantage of the product – the speed with which it could be implemented – would be emphasised to consultants and systems integrators, to encourage them to use it in future projects.

Solution

MRM managed a partner community representing all aspects of the industry. In some cases, the client and the partners had previously worked together on a project.

A monthly newsletter announced product updates, listed new clients and presented case studies and other marketing material.

Regular breakfast briefings demonstrated new technology, explained product positioning and discussed recent implementations.

Case studies of successful implementations were developed with BI vendors. The studies demonstrated that the product was a technology-enabler that delivered business value. They became essential sales material.

Joint marketing activities such as trade show appearances and media coverage were other central features of the sales campaign.

Results

The joint proposition succeeded in reaching business users as well as the existing technical audience. This shortened the sales cycle.
Systems integrators, now familiar with the product set, recommended and deployed it in their global projects.
Speaking opportunities at partner user conferences generated business in new market sectors.
By combining marketing resources with the partners, the client obtained more exposure for its marketing budget.