AWS and Red Hat Direct-to-Customer Lead Generation Program Expands and Scales to Worldwide GSI, SI and Channel Partners

Opportunity

Red Hat was looking to help Channel Partners enjoy the sales boost from recently launched Red Hat OpenShift on AWS (ROSA) and Red Hat Enterprise Linux (RHEL). As the majority of their sales opportunities are engaged with very technical Channel Partners, Red Hat was looking to turn up the heat on their corporate lead generation initiative when they teamed up with eTrigue. What started out as a corporate play to 400k+ prospects evolved into a scalable Partner Lead Acceleration program spanning the last 4 years.

Solution

Red Hat Direct-to-Customer

Corporate programs include:

6 Month Nurturing Email and OnDemand Webinars
Prospect List Development based on Intent data
Real-Time “Lead & Company Insight” Alerts
Live Webinars with Technical Experts and product deep dive demos
Asset Promotion with Media

AWS and Red Hat Partner Lead Acceleration

Each Partner program includes:

Nurturing Emails and OnDemand Webinars with Co-branded content
Unique Prospect List Development based on geo, industries and personas
Real-Time “Lead & Company Insight” Alerts

Partners have been adding to their campaigns”

Double Touch Asset Promotion with Media
Custom Video Creation with Partner Speakers
Custom Webinar with AWS and Partner Speakers
LinkedIn Co-Promotion with Media

Results

To date the AWS and Red Hat Partner Lead Acceleration programs have been running for 4+ years, with over 20 partners engaging in the last 12 months. While the majority of partners have added MQLs and prospects to their ongoing nurturing campaigns, for select partners we have added BANT qualification and follow-up to enable appointment setting within 5 days. Based on campaign successes, partners have been requesting priority to engage in additional campaign offerings that follow this same campaign methodology.

AWS & Red Hat Scalable Lead Accelerator programs have now expanded to add support for 3 additional campaign offerings based on unique product offerings, and are being language localized for select EMEA deployments with partners. While each geography is unique, a 3 week rapid build, deployment and sales team responsiveness tracking have become the ‘go-to’ requirement for worldwide deployments.