Situation
As a B2B company, our go-to-market model relies on strategic partners and integrators who resell our solution and serve as the network and installation vendors. These partners have multiple solution options when bidding out projects to end customers. We needed a way to stay top of mind in a competitive landscape.
Task
Our goal was to build ongoing mindshare with partners so that they would prioritize and promote our solution when responding to customer bids, even though many were initially hesitant to engage with our social media content.
Action
We implemented a two-pronged strategy:
- Weekly Thought Leadership Posts: We published valuable, non-promotional content each week on social media—designed for easy resharing by partners. Over time, partners began to engage by commenting or reposting the content to their own audiences.
- Monthly Partner Newsletter: We introduced a newsletter highlighting our best thought leadership article each month, giving partners ready-to-use content. As the content proved consistently valuable, newsletter open rates climbed to 55%, exceeding industry benchmarks.
Result
The combined strategy led to significantly higher partner engagement, increased reposts of our content, and an increase in website traffic. More importantly, partners began generating leads from the shared content—strengthening our relationships and positioning our solution top of mind when bids were submitted. A true win-win.
