Helping Samsung to change the channel mindset
Traditionally perceived by both the channel and end-users as primarily a hardware provider, Samsung made the strategic decision to put more emphasis on selling mobile device-based business solutions. The aim was to grow market share and building stronger channel engagement. We worked with Samsung to provide channel partners with the insights, the guidance and the tools they needed to go to market in a new way. This campaign took home gold at the B2B Marketing Awards 2019, for the 'Best Channel Marketing Initiative'!
The requirement
With go-to-market activity directed 100% through channel partners (wireless service providers and carriers), the company is committed to delivering the support that helps partners succeed and motivates them to prioritise Samsung solutions. Samsung wanted to increase channel engagement and encourage them to adopt a more solution-oriented approach by equipping them with the insights, the guidance and the assets they need to generate demand and close sales. It needed to be a scalable approach that could work across multiple partners.
The project
We initially worked with Samsung to understand the profile and the requirements of the targeted channel partners, and then build a framework for successful through-channel marketing, setting out what types of tools and what level of support would be required to help partners succeed. Based on this framework we then developed a series of industry-specific campaign toolkits, leveraging existing Samsung content where appropriate and complementing it with additional guidance, assets and enablement tools.
Companies
Samsung UK
- Technology