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Yeager Marketing, Scottsdale, AZ

Gold Stevie Award Winner 2012, Click to Enter The 2014 American Business Awards

Company: Yeager Marketing, Scottsdale, AZ
Company Division/Group: Convey PR
Company Description: Yeager specializes in helping the world's B2B technology leaders streamline customer acquisition and accelerate growth.
Nomination Category: Marketing Campaign Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Software

Nomination Title: Avnet and SAP Partner Program Launch Campaign

Tell the story of this nominated marketing campaign for the judges (up to 650 words). Describe the genesis, planning, execution, and results to date of your campaign.

Campaign Genesis/Development:

As the world’s data grows exponentially year over year, companies are faced with new challenges such as rising infrastructure costs and a lack of skilled personnel to manage and analyze the information now available to them. However, there is also a tremendous opportunity for those that provide analytics technology and services to help companies draw value from their big data.
Market-leading enterprise software provider SAP looked to one of its key partners, Avnet, to help grow their latest software offering. Avnet set out to help SAP expand its big data and analytics solutions through the value-added reseller channel and needed to deeply engage these partners so that they would be equipped and incented to sell. The goal breaking direct marketing results drove interest from over 5,450 qualified prospects from a database of 24,000, dramatically increasing new sales opportunities and produced 30 new reseller agreements in the program to date.

Campaign Execution:

Because Avnet’s resellers were trained to sell to a predominantly IT-focused buyer, a new process had to be implemented for the SAP big data and analytics solutions. The new offering would require additional selling efforts to more of a business-minded buyer (like CMOs and CFOs). Avnet needed a team to help support marketing from the ground up. As a result, Avnet looked to Yeager to not only create, but to develop a robust go-to-market program that would engage reseller partners, build their pipeline with demand generation programs to drive qualified leads, and support the sales teams in their SAP sales efforts. Not only did Yeager provide the content to recruit the resellers, once onboarded, the resellers were given custom content in the form of sales tools (infographics, marketing collateral, sales presentations, etc.) and demand generation activities to fast-track their success. Yeager built the structure, developed creative sales tools and collateral, and implemented each element on behalf of the resellers.

The program included:

• Partner Welcome Kit
• Partner Resource Guide (clickable PDF)
• Big Data Thought Leadership Paper
• Marketing Collateral
• Sales Presentation
• Infographic
• Email Marketing Campaign
• Lead Nurture Program
• Appointment Setting Campaign

Content Performance / Metrics:

Over the course of nine months, the program reaped these impressive and goal breaking results:

• 30 new resellers participating in the program to date
• Drove interest from over 5,450 prospects from a database of 24,000 contacts
• 500+ marketing qualified leads generated to date
• 23 sales appointments with executive decision-makers with pending sales pipeline
• Accelerated marketing activity for value-added reseller partners

In bullet-list form, briefly summarize up to ten (10) of the chief features and results of the nominated campaign (up to 150 words).

List of Chief Features and Results:

• Through Yeager’s efforts, Avnet helped SAP expand its big data and analytics solutions and engage resellers so that they would be equipped and incented to sell.
• Yeager implement a robust go-to-market SAP Reseller Program incorporating partner demand generation programs and sales tools to drive the sales pipeline.
• Yeager provided the content to recruit the resellers, and once onboarded, the resellers were given custom content in the form of sales tools (infographics, thought leadership pieces, etc.) and training to help them reach their goals.
• In nine months the solution has drove interest from over 5,450 qualified prospects from a database of 24,000 contacts
• Dramatic increase in net new sales opportunities
• 30 new resellers engaged to date