SaaS technology vendor: channel communications boost with focused LinkedIn campaigns

Content marketingPlanningSocial mediaTech

The client

The client is a leading unified communications platform that connects diverse workforces using AI-first technologies. It is a consecutive nine-time Gartner Magic Quadrant leader for unified communications as a service (UCaaS) and has long been recognised for giving organisations of all sizes cutting-edge analytics and tools. Working with companies across the globe, the UCaaS leader has solutions for many sectors, from manufacturers to retailers to government bodies and more.

Client: UCaaS leader
Goals: Grow brand awareness, establish thought leadership in the channel, support and accelerate partner communication
Services: Ideation and planning support, LinkedIn strategy and content creation
Results: Consistent LinkedIn presence, increased team and partner engagement, thought leadership across multiple teams

The IT channel is a busy place, with a lot of competition for share of voice. Resonates helped us to create unique and engaging content while expressing the voice of our channel team members in the UK, France and Australia. They ensured our social content was consistent and well thought out.

Regional Vice President for International Channel Marketing and Partner Programs UCaaS leader

The brief

Channel partners play a critical role in the UCaaS leader’s go-to-market strategy. Collaborating with its partner network, it can reach a wider range of end-users, listen to their needs and leverage partners’ expertise to develop best-in-class solutions. Because of the importance of its channel, the UCaaS leader wanted Resonates to help level-up its channel communications.

Strategic content and planning

Working closely as an extension of the UCaaS leader’s channel marketing team, Resonates set about to boost its channel communications in several ways through:

planning and ideating the content to cut through the noise on social media;
increasing the cadence of the UCaas leader’s partner communications and boosting their visibility;
raising awareness of how the UCaaS leader can support partners in meeting their customers’ needs;
raising channel team members’ profiles via thought leadership content.

Increased awareness for channel team and partners

Resonates created several campaigns for the UCaaS channel team, increasing the cadence and visibility of the content to ensure they stood out in a sea of IT channel social media content.

The key campaigns included:

CRN Women in Channel awards and International Women’s Day campaigns: Resonates nominated and interviewed 8 partners generating a significant boost to partners’ visibility and LinkedIn engagement; 2 partners won the award.
Quarterly thought leadership campaigns of benefit-led LinkedIn posts and thought leadership articles to elevate key team members’ profiles.
A ‘Tech Talks’ profile-raising interview series with channel team members across several of the UCaaS leader’s markets, including the UK, France, and Australia.

To amplify the efforts, Resonates provided the UCaaS leader’s channel team with templates and best practices to continually grow its LinkedIn visibility and engagement.

Commenting on the success of the campaigns, the Regional Vice President for International Channel Marketing and Partner Programs said, “We could always rely on Resonates. Their content was timely and always relevant to the latest developments in the IT channel.”

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