Case Studies

© 01/2023 IMPARTNER. All rights reserved. About Impartner Each day millions of partners in nearly every industry across the globe access Impartner. Why? Because the partner experience matters and leading channel organizations agree. Impartner is the fastest-growing, most award-winning channel management solution provider on the market. Our Partner Relationship Management (PRM) and Through Channel Marketing Automation (TCMA) solutions help companies accelerate revenue and profitability through their indirect sales channels at every partner lifecycle touchpoint. From partner training and certifications to communications, business planning, and channel compliance, Impartner handles it all and more with best practices and automation built-in. Need to accelerate your channel? We're ready when you are. HQ: +1 (801) 501-7000 | Paris: +33 (0) 1 87 16 73 86 | London: +44 (0) 204 576 9682 Outcome Xerox has seen a huge success since collaborating with Impartner to implement their Google Ads campaign strategy pushing traffic directly to their local channel partners. They now have the ability to optimise campaign performance, implementing automated cross-media campaigns, combined with Paid Ads and email nurture campaigns automatically for ongoing engagement. They can deliver consistent Xerox co-branded messaging to their partners' local audience that's relevant and align with both Xerox and their partners' priorities. All fully co-branded and compliant with Xerox brand guidelines. And even better it's all centralised, there's no duplication and zero effort is required by partners. Xerox are continually optimizing campaigns to target the most relevant audiences with the help of Impartner's unique artificial intelligence on top of the big data of all participating partners. Ongoing evaluation of the data helps optimize the media spend to provide the best performance. The impact since implementation has been a 25% reduction in cost per lead (CPL). Using technology to accelerate results helps Xerox generate and track a growing number of leads and control the costs. Using call tracking allows partners to evaluate incoming calls generated from paid ads accounting for 15% of total leads in a year. Website tracking technology was launched more recently helping to identify anonymous visitors to landing pages resulting in a huge acceleration of 80% of recognised landing page visitors and leads in just one month. As the number of leads increased rapidly the decision was made to implement Impartner's Lead Management module and automated through partner email nurture solutions. This enables Xerox partner sales teams to easily follow up leads and keep track of them during the sales process. All leads changed to a nurture status are added to a fully automated email nurture program to maintain engagement with these prospects, with no effort required from the partners. Xerox has full visibility of their channel sales pipeline and receives feedback about lead quality to make informed decisions about the value of campaign content, campaign sources and required optimization efforts. Conclusion By implementing Impartner's Google Ads for the Channel solution, Xerox was able to centrally create and implement local Google Ads campaigns for all channel partners globally and optimize them at scale. This avoided conflict between local partner Google Ads campaigns and corporate campaigns. It also eliminated the need to manually build, manage, and optimize ad campaigns for each partner individually, as the solution automates the process. This all results in substantial lower campaign creation and management cost and a higher number of leads and business. Using one unique lead management platform to deliver leads to partners and track campaign results and ROI have become key for Xerox to continue optimising these results. Google Ads is the first source of leads for Xerox Partners " Google Ads for the channel allowed Xerox to run fully automated, co-branded and localized Google Ads campaigns at scale with their channel partners. This exponentially increased the number of new leads with no additional effort or advertising expertise needed by their partners. The solution also avoids bid inflation between corporate and local channel partner Google Ads campaigns." John Lojek, Google Strategic Partnerships Results Zero effort for Partners to participate in Google Ads decrease in cost per lead leads converted to sales opportunities 75% 27% Schedule a Demo

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