Generating global demand through channel campaigns

Case Study


Driving demand and incremental pipeline through channel partners is a tall order for any business. But it gets even more complicated when the partners are geographically diverse, speak different languages and have limited marketing skills. Hewlett Packard Software EMEA faced these challenges as it looked to expand its software business into an international powerhouse.


Using Sirius Decisions methodologies and insights, Harte Hanks designed menu-based packages for HP’s channel partners, customizable with the ideal mix of tactics for each market. We also provided the people, systems and processes through a concierge model, enabling HP to independently customize, execute and manage multi-tactic, localized campaigns for each partner and distributor.

Because of its integrated menu-based packaging, data optimization, and concierge approach, the HP channel marketing program significantly drove incremental pipeline leads. Producing superlative results, it was nominated for “Best Channel Marketing Agency of the Year” by the 2014 CRN Awards.

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