Technically for Partners

F5 Networks

Task

As part of a wider marketing strategy, F5 Networks wanted to engage its channel partners to be more active and willing to run marketing campaigns to drive sales of their security solutions. Our task was to produce a single, interactive document that would provide partners with everything they require to launch these integrated campaigns.

Additionally, we were asked to update existing material that had been made available whilst also developing new engagement strategies such as lead nurturing and content marketing plans. We needed to develop suites of new assets specifically designed for each campaign to ensure that it was as simple as possible for partners to implement these strategies.

Insight

The channel partners were used to being supplied very tech focused resources that were hard to differentiate from competitor marketing material. They needed a simple one-stop marketing shop with everything they would need for their marketing activity.

Solution

The solution was to collate all the relevant material that was available to partners and perform three tasks:

1.    Edit the assets and existing comms to be more end-user friendly. We gave the existing material a bit of personality and ensured that we focused on being benefit led.
2.    Identify the gaps in the supplied content and produce new assets accordingly so that partners would have sufficient material to run fully integrated marketing campaigns.
3.    Put it all together into a simple to navigate, visually dynamic, interactive PDF through which partners could download as many assets and content they required.

Results

Within a week of launching the guide to their EMEA partner audience, the web visits and downloads had exceeded expectations with the demand generation guide breaking global company records, becoming the most downloaded partner asset ever.

The final document was a visually led and intuitive interactive demand generation guide that took on a distinctly infographic style. Each security product was given its own identity which flowed through to the supporting campaign elements created. All the assets required for each campaign were hosted on an online platform which was directly linked to the demand generation guide through a series of embedded links.