Working with HPE Aruba Networking to prioritise partners and drive engagement through targeted ABM
The brief
HPE Aruba Networking 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.
Objectives
- Improve awareness of Aruba within the relevant partner teams and transform the perception of their partnership with Aruba
- Develop a set of assets including an eBook, vlogs and a landing positioning the value that Aruba brings to their managed services
- Run a LinkedIn social media campaign ,targeting key sales and technical personas within the partner
The results
The campaign results exceeded targets and industry standards:
- Over 70 high-quality leads generated from the eBook and LinkedIn campaign
- 35,000 impressions on LinkedIn
- Over 750 website visits
- HPE Aruba Networking had been seeking to engage this strategic partner for a number of years, and was able to gain the traction needed to drive growth with this client following our campaign.
Services
- Partner Prioritisation: Before the project even began, we undertook a partner prioritisation project, which identified this key strategic partner.
- Value Proposition: We worked alongside key stakeholders to create a joint value proposition.
- ABM asset creation; Our team created a series of assets, including an e-book, landing and LinkedIn campaign
How we did it
Coterie worked closely with both HPE Aruba Networking 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.
“Coterie has 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,HPE 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.