Working with HPE Aruba to prioritise partners and drive engagement through targeted ABM

The brief

Aruba is the global leader in wired, wireless, and SD-WAN solutions that use AI to automate and secure the network from edge-to-cloud. 

Dedicated to strengthening its partner ecosystem to add value and growth to their clients, they sought help in building brand awareness within one of their key strategic partners – a global technology and business solutions provider. The brief was simple; communicate the value Aruba adds to the partner’s managed services, and therefore the value added to their customers, through a highly targeted ABM campaign.

The results

The campaign results exceeded targets and industry standards. Aruba had been seeking to engage this strategic partner for a number of years, and was able gain the traction needed to drive growth with this client following our campaign.

How we did it

Coterie worked closely with both Aruba and their partner to develop a set of varied, omnichannel assets – including an eBook, series of vlogs, and a landing page – that showcased the value of the partnership. 

The assets were then utilised in a targeted, focused LinkedIn campaign that would maximise brand awareness whilst generating leads. This was achieved by using a variety of ad types: 

  • Organic posts and text ads were used to encourage the target audience to access the new partnership landing page and discover more about the partnership’s managed services. 
  • Sponsored ads were used to engage the target audience with video content and banners, again directing them to the landing page to move them through the sales funnel. 
  • Lead generation forms were used to encourage the target audience to download the gated eBook, enabling Aruba to acquire quality leads.

Coterie have been instrumental in helping us to plan and implement a truly intelligent, robust, and scalable partner marketing strategy. We wanted to target the right partners for the right reasons, and we wanted those partners to think of HPE Aruba Networking first. Coterie has helped achieve this with their team of experts – and results- driven approach that has engaged and delighted our strategic partners. They have blown me away with their expertise in partner marketing and excellent communication throughout – it really feels like they are part of our team.

James Houselander, Director EMEA, HPR Aruba Networking

Want to find out more?

If you want to find out more about our partner marketing services, or how we can deliver targeted ABM campaigns to engage your partners, book an informal chat with one of our team.