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Delivering successful through-partner marketing campaigns for BroadSoft

BroadSoft wanted to enable Service Provider partners to increase sales of its cloud communications platforms to SMBs. OneGTM created the insights, strategy, content and partner toolkit for an issue-led campaign targeting the end-to-end buying journey.

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The Client

BroadSoft is the market share leader for cloud unified communications with an open, mobile and secure platform trusted by 25 of the world’s top 30 Service Providers by revenue. Our BroadSoft Business application suite empowers users and teams to share ideas and work simply to achieve breakthrough performance. BroadSoft is transforming the business of communications, by delivering the technology, products and support that Service Providers need to help their own customers work smarter and stay connected.

The Challenge

Being able to reach key decision-makers and stimulate new demand increasingly relies on being able to engage customers around their business issues. This is certainly true in the communications market where traditional cost- and price-led arguments are proving less and less effective. Many BroadSoft partners, however, lacked the expertise and resources to develop this type of insight-led marketing for their BroadSoft-based cloud communications offerings.

We therefore needed to establish a framework for how BroadSoft should support Service Provider partners, and then leverage BroadSoft insights, knowledge and resources to develop compelling campaigns, which help partners generate new sales opportunities.

Our Solution

We worked closely with BroadSoft to help them develop a new way of working with partners. Initially this involved creating a new framework for through-partner marketing and then delivering a packaged ‘campaign-in-a-box’ that could be rolled out to selected partners. This included developing the campaign strategy and messaging and then building a full set of tools that would support an integrated marketing campaign.

The Results

The campaign was well received by BroadSoft partners, with very positive feedback around the quality of the assets and the guidance provided. The commitment demonstrated by BroadSoft in investing in the campaign has helped strengthen the levels of engagement with key partners.

The campaign has already been implemented by a number of Service Providers in the US and UK. One partner reported £1m+ of opportunities generated within 2 months of launch, and positive results against a range of metrics, including a 10% click-through rate from the outbound emails. Another partner achieved over 1,500 visits to their campaign landing page in the first 5 weeks of the campaign running, with 37 leads generated.

As a result of the success of the initial campaign, OneGTM have now been asked to develop a second campaign utilising the same approach.

Over £1m pipeline in 2 months (Partner A)

Clickthrough rate over 10% (Partner A)

37 leads generated in the first month (Partner B)

What the client said...

We’ve been really pleased with the results so far from the campaign that OneGTM developed. This approach was new for us, and we’ve had a great reaction from partners. OneGTM have done a great job supporting us throughout the process. The fact that they understand our industry and have experience both in the partnering space and in developing insight-led campaigns has been a real advantage. We’re looking forward to working with them on further initiatives.

Paul Rowe, Go To Market Director, BroadSoft

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