Case Study - Channel Campaigns for HP - Harte Hanks

How channel campaigns helped HP Software generate demand globally.


The Challenge

Hewlett Packard Software EMEA
Customized Regional Channel Program
Data Analytics, Integrated Campaigns, Website Development, Interactive Marketing, Multichannel Marketing, Social Media Management, Outbound Demand Generation

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, to enable HP to see the big picture and to independently customize, execute and manage multi-tactic, localized campaigns on behalf of each Partner or Distributor.


Understood the regional mix of partners and HP resources to inform an effective data and demand generation strategy. Purchased, cleansed and/or generated via tele-discovery high-quality, region-specific data. Integrated with partner data as necessary. Securely and independently stored and managed partner data.

Established a framework for consistent support across all EMEA partners and value-add distributors, including a system of menu-based packages to address multiple partner needs like diverse products, languages, tactics and support levels, in order to create customized, integrated marketing campaigns.

Customized and executed multi-tactic, multichannel demand generation campaigns for partners and VADs (Value Added Distributor), including digital activity (emails, landing pages, and digital content), telemarketing, end-to-end lead management, campaign coordination, and reporting. Provided full visibility into partner campaign performance through a unique lead management tool and Business Intelligence platform.


The results

As a result of its integrated menu-based packaging, data optimization, and concierge approach, the HP channel marketing program effectively engaged and supported partners and distributors with campaigns that significantly drove incremental pipeline leads, producing world-class results. Feedback from partners was very positive, with many saying the Harte Hanks campaigns are the best they have ever run.
  • More than 500 qualified leads to date, from 40+ campaigns completed or in progress
  • Campaigns delivered in 16 countries
  • Nominated for “Best Channel Marketing Agency of the Year” by the 2014 CRN Awards
500+ qualified leads from 40+ campaigns in 16 countries

“Harte Hanks developed a bespoke, localized campaign optimized for our unique and challenging channel situation. It worked effectively to engage our broad partner base and is generating a significant pipeline that we expect to deliver a healthy ROI.”

– Sara Levison, Head of Channel & Alliance Marketing,
Enterprise Software, EMEA at HP
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