TSL Helps Create Pipeline & Revenue for Channel Partners

Pipeline generation at scale, visibility, conversion, and attribution

A top global technology company and Value Added Distributor (VAD) tasked TSL Marketing to build a comprehensive, cohesive, end-to-end, closed-loop marketing strategy and demand generation engine for their channel partners (i.e. solution providers). They would focus on target mid-to-enterprise-level companies interested in how IT solutions can improve their organization’s performance and bottom line. The end goal was to provide sales qualified leads and opportunities for their partners to generate pipeline and acquire new customers (i.e. win revenue).

Why inbound?

In the technology industry, a sole inbound marketing approach is a very new and often foreign methodology. Many business leaders are hesitant to invest in the "marathon approach" that comes along with a full-on inbound strategy and implementation. They tend to opt for more familiar and traditional lead generation tactics, like events and outbound marketing.

This is the genesis for TSL’s SMART Marketing methodology: a closed-loop, end-to-end marketing and demand engine which pairs the human element of an inside sales team with digital and inbound marketing best practices.

TSL employed a strategic and aggressive plan to build a strong digital foundation for the IT company and the VAD. This included:

An end-user focused brand name, logo, and style guide
10 unique buyer personas
A 30-page optimized website using HubSpot's CMS
Acquiring and setting up the platform of record, i.e. HubSpot's Marketing Hub and CRM
Social media business pages (e.g. LinkedIn & Twitter)
SEO audit, analysis, and plan
Blog setup and development

TSL's inbound experts executed a combination of inbound marketing initiatives to help drive traffic to the website and social pages to convert visitors into leads. They included:

Content development and marketing
Social media curation, posting, monitoring, and management
Blogging on relevant topics of interest
Ongoing Search Engine Optimization (SEO)
Developing landing pages for lead capture and conversion

The microsite that housed the content and offers.

TSL's outbound experts executed a combination of integrated demand generation initiatives to help generate and convert top-of-funnel leads into opportunities or Sales Qualified Leads (SQLs). They included:

Email marketing, smart lists, tasks, lead scoring, and workflows leveraging HubSpot's #1 rated Marketing Automation Platform (MAP)
Digital advertising on LinkedIn and Google using the custom content and offers developed
Lead nurturing and progression specialists who converted digital leads and inquiries into qualified meetings and sales opportunities

“Leads that our sales team gets excited about.”

WEST COAST SOLUTION PROVIDER

“Facilitated meetings are seamless and we see great potential in the leads.”

SOUTHEAST REGIONAL SOLUTION PROVIDER

“We have closed business with the leads provided by TSL. The leads are sales-ready and actionable.”

NATIONAL SOLUTION PROVIDER

The goal of filling the IT company's channel pipeline with a healthy flow of qualified leads and sales-qualified opportunities to lead to closed business deals was achieved. With the help of HubSpot’s Marketing platform, along with TSL’s expertise with the software, we were able to harness the tools needed to create and automate campaigns and activities, optimize inbound and outbound efforts, and measure success.

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The SMART Marketing methodology has yet again returned a measurable pipeline from the top of funnel on down to proposals and closed business.

“TSL is providing a stream of leads into our organization. Taking the pressure off quantity of leads and putting more focus on quality leads for both the lead provider and partner receiving the leads. The cadence is steady and the lead quality has been high. Our expected conversion on lead to win will be higher on this campaign than most others we've run. Keep the leads coming.”

– Executive at a West Coast Regional Solution Provider

How TSL Helped Generate Pipeline and Revenue for Channel Partners

[ The Challenge ]

Pipeline generation at scale, visibility, conversion, and attribution

[ The Solution ]

Why inbound?

[ The Results ]

MARKETING QUALIFIED LEADS GENERATED OVER 3 YEARS

OF SQLs CONVERTED INTO OPPORTUNITIES

OF LEADS WITH LARGE ENTERPRISE COMPANIES WITH HUGE IT BUDGETS

$3,500,809

$1,528,919

Total win revenue of $5,029,727

[ The Impact ]

LEARN MORE ABOUT THE TOP GROWTH STRATEGIES FOR YOUR CHANNEL.

[ About TSL ]