Situation
A software developer at β-test stage of their innovative solution designed to harness the enterprise social networking capabilities of SharePoint, needed to find early adopters in order to establish their business. With no dedicated sales and marketing capability or market presence, the challenge was to develop a credible, compelling proposition that would encourage a number of early adopters to take on board a pilot and to identify the right customers that would support its adoption across the enterprise.
Solution
Working closely with their management team, we developed and launched a marketing programme into the collaborative and content management partner community to identify deployment partners keen on leveraging its social networking capabilities not only to differentiate their business in their marketplace, but also to realise the benefits through internal deployment.
Results
We developed a series of direct marketing communications, press releases and webinar events to communicate a branded partner recruitment programme. The CEO said, “From helping with messaging through to executing on an intensive email and telemarketing program, they were very effective in connecting us with our target audience.” This developer now has a structured partner programme and has signed up several major IT partners. They are currently implementing several significant installations and have recently launched the next release of their software.
