WatchGuard Lead Accelerator Program Empowers Channel Partners and Exceeds MQL Goals

Opportunity

WatchGuard Technologies was looking for an international, scalable, thru-channel partner campaign for their cybersecurity Network Detection and Response (NDR) solution that would enable partners to focus on sales follow-up vs. program/content creation and execution.

Solution

The eTrigue marketing services team developed a turnkey, six-month channel marketing campaign leveraging the eTrigue Lead Accelerator platform, providing WatchGuard’s channel partners with real-time “lead & Company Insight” alerts and sales tools designed to drive engagement with high-potential prospects. The campaign leveraged existing WatchGuard content with the option to include partner provided content, as well as:

Co-branded emails, landing pages, and unique InfoCenters with partner assets
OnDemand webinar videos with WatchGuard content experts
Prospect list development unique to each partner audience, persona’s and market coverage
1:1 personalized emails with partner and sales representative information
Real-time “Lead and Company Insights” sent to sales reps via email
Tracking sales teams’ responsiveness by representative and opportunity

Partners chose to enhance their programs by adding:

Double Touch Asset Promotion Media promoting both WatchGuard and Partner assets
Custom video creation with partner speakers
Custom webinar with WatchGuard and partner speakers
Social media co-promotion with media

Results

The initiative, driven by the partnership of the WatchGuard Partner Marketing team in concert with the eTrigue lead generation platform and marketing services team, has been generating strong initial results. The campaign is being expanded to include additional messaging options and more participating partners. Marketing Qualified Leads with “Lead & Company Insights” are providing partner BDRs with detailed guidance and information to more quickly follow-up with incoming lead flow. By providing sales reps the information needed to ‘Follow-up with Confidence’, the WatchGuard team continues to receive high praise for their initiative.