Campaign preparation and implementation
The basis for the campaign was an extensive briefing session. “In the briefing, it quickly became clear that Smart Profile has a lot of experience in mapping the addressable market and executing effective demand generation campaigns. In addition to the experience and affinity, there was a lot of energy during the briefing. This immediately created a strong ‘we’ feeling and the business development specialists of Smart Profile really acted as an extension of Resello”, adds Martijn Couprie. “That ‘we’ feeling is important to us because it fits in exactly with how we work together with our clients at Resello. Short lines of communication, good personal contact and looking together at what’s possible”.
During the briefing, the content of the automation platform and the cloud marketplace offered by Resello was extensively discussed. In addition, sales material, such as an eBook on the opportunities of the Microsoft CSP programme and a guidebook on the new guidelines for Direct CSP partners, was made available, which the business development specialists of Smart Profile could make available via a Resello e-mail address. The combination of the qualitative information from Smart Profile and the available materials from Resello made it possible to approach the entire target group very qualitatively and effectively. Martijn Couprie adds: “Together we continued to tweak the campaign continuously, and as a result realised a very successful campaign. After an initial contact moment, an appointment was immediately scheduled or content forwarded so that the contact person could go through it at a time that was suitable for him/her. After that, a warm follow-up was done, which overall resulted in a high conversion rate of no less than 17%”.