Channel Marketing

Enabling & Energising Partners

Creating a must-have Channel Partner sales enablement tool kit.

Lenovo engaged TBT Marketing to create a series of enablement materials, to amplify priority content to their customer base through their Channel Partners.

Objectives

Enable Channel Partners to promote Lenovo DCI solutions to support their lead generation efforts. Aligned to an End-User campaign encouraging enterprises to modernise their IT.

Target Audience

Lenovo Channel Partners

Geographic Coverage

EMEA

The Solution

TBT profiled the End-User target audience, developed a value proposition, whilst identifying missing content from the buyer journey through an asset audit, culminating in a suite of high-value content based on the audit outcomes.

The easy-to-consume ‘Channel Partner Toolkit’ was designed and created by TBT, encompassing a comprehensive set of sales enablement materials in multiple digital formats. All assets were customisable allowing Channel Partners to personalise campaign materials whilst staying on brand and on message.

The toolkit assets were also translated across multiple languages including English, French, German, Dutch, Italian and Spanish to address key Western European Markets.

We encouraged Channel Partners to leverage the ‘Channel Partner Toolkit’ and demonstrate the distribution of assets to their customer base.

What We Delivered

  • A comprehensive asset audit
  • Channel Partner DCI Lead Gen Value Proposition
  • A Channel Partner Toolkit available in 6 languages comprising the following;
  • Channel Business Partner Campaign Assets Guide
  • Channel Partner Sales Call Guide
  • IT Modernisation themed eGuide for Business Partners
  • Business Partner Social Media Copy & Imagery
  • Infographic optimised for social media sharing
  • 4 x Solution briefs – Information on Flex, FinTech, AI and Virtual Solutions
  • 2 x Ready to Go Emails for Channel Partners to use with potential leads

Results & Outcome

“This is very strong and positive. Thanks for your support in building this [DCI] campaign.”

EMEA DCG Marketing Director

643

Qualified Leads

23%

Campaign Deal Value Increase

TBT’s Approach Adopted Worldwide