How TSL Helped Generate Pipeline and Revenue for Channel Partners

“We love TSL and the program as a whole. The leads are more qualified than other campaigns. The lead nurture component is an incredible value add, especially for a partner like us.”

– Vice President of Sales for a Regional Solutions Provider

[ The Challenge ]

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).

[ The Solution ]

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

Hubspot Blog Image

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

TSL VAD Mockup

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:

[ The Results ]

8,753 TOP-OF-FUNNEL LEADS WERE GENERATED OVER 3 YEARS. LEADS WERE NURTURED AND PROGRESSED FOR MONTHS UNTIL THEY WERE SALES-READY AND PASSED ON TO PARTNERS.

1,965

MARKETING QUALIFIED LEADS GENERATED OVER 3 YEARS

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96.8%

OF SQLs CONVERTED INTO OPPORTUNITIES

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40%

OF LEADS WITH LARGE ENTERPRISE COMPANIES WITH HUGE IT BUDGETS

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“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

Pipeline and Win Revenue Results

IT INFRASTRUCTURE

VAD Success Story Image 1

532 SQLS & 30 WINS TOTALING

$3,500,809

SOFTWARE & SERVICES

VAD Success Story Image 2

175 SQLs & 14 WINS TOTALING

$1,528,919

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Total win revenue of $5,029,727

[ The Impact ]

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

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[ About TSL ]

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Since our founding 20 years ago as Technology Sales Leads, we have provided sales and marketing services for the information technology industry. From list building and acquisition to inbound and outbound lead generation, the world's top technology companies trust TSL to help plan, develop, and manage their sales and marketing efforts.