Marketing Campaign for Partner Recruitment
The leading virtualization software company had already established mature programs and relationships with large and mid-sized independent software vendors (ISVs). They were interested in partnering with the greater ISV community and asked PhoenixCG to help.
To engage the greater ISV community, PhoenixCG recommended an integrated marketing recruitment program intended to create the greatest reach and broadest scope. This included focusing the ISV recruitment to eight key software areas. Then, we formulated a tactical marketing campaign to include offer-based and event-based marketing programs.
The project had anticipated and unanticipated values for the client. The anticipated value was a comprehensive campaign strategy with integrated tactics driven by solid strategies. The unanticipated value was that via the process of creating the campaign, gaps in the partner program were revealed. For example, the partner on-boarding process for large and mid-sized companies was very hands-on and required interaction from the partnering team at the company. When recruiting large numbers of partners a hands-on process can often be unmanageable. As a result, we recommend that the client automate their partner on-boarding process to make it easier to engage with the greater ISV community.