Bull's Eye Awards: Vendor Marketing Program of the Year
Siemens Enterprise Communications
For Siemens Enterprise Communications (SEN Group) VARs, marketing got a whole lot easier in 2009. The vendor rolled out digital enhancements to its Go Forward! Partner program that included the addition of flashy, automated and measurable digital marketing tools, called Digital Channel, that helped partners up the competitive ante when selling SEN Group products.
Digital Channel is a complete electronic marketing engine aimed at making the delivery of online content and e-marketing programs simple, consistent and cost-effective for the channel partner. The tools give partners the ability to integrate SEN Group content into their Web sites and run, manage and track pre-built, co-branded email marketing campaigns. In addition, partners get a slew of jointly branded PDFs and marketing materials to use with prospects and customers.
To create the tool, SEN Group enlisted the help of a select group of partners, who provided feedback during the process and served as pilot users. Then, SEN Group went through multiple stages to roll it out to the entire channel.
The tool supports multi-language usability and is helping VARs across the globe co-market without going through extensive approvals. One reseller in Germany who began using the tool, reported one campaign drove 23 of what it terms as "hot leads" – defined as a quoted opportunity with a 50 percent or better chance of success,