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 landing page 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. 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.

35,000 impressions on LinkedIn

With over 35,000 impressions across the LinkedIn ad formats and over 750 website visits, brand awareness for the partnership offering increased greatly as a result of the campaign.  

70 leads from with strategic partner organisation

Gained over 70 high quality leads from the eBook through the LinkedIn platform and landing page, that could be passed on to the sales teams for customer conversion.

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:

  • 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, 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.