Destination Transformation VMware & World Wide Technology
Developed a B2B partner marketing program on behalf of VMware and World Wide Technology, a multi-billion dollar global reseller of VMware and other solutions. The purpose of the program was to project their shared value proposition into the marketplace and highlight the business value derived from it; promote VMware Cloud Foundation, a core VMware solution; convert unknown users of the WWT platform into known users via the registration page and drive them deeper into the platform (e.g., labs, workshops, etc.); unify and coordinate their respective marketing and sales enablement messaging / activities to achieve their overall pipeline / revenue goals; and create better alignment both inter-organizationally and intra-organizationally around their shared go-to-market efforts.
To deliver on these goals we created a highly strategic, creatively-themed experience centered around the concept of “Destination Transformation,” the desired end state of global enterprises undergoing highly complex digital transformation initiatives. Leveraging this travel-oriented metaphor in visuals and in copy, we created a themed microsite experience, complete with curated content assets, ongoing digital campaigns, sales enablement and field marketing tactics. The program, which ran throughout 2020 and was considered quite successful, resulted in the following topline performance metrics:
• 6.1-million+ impressions
• 16.6-thousand+ clicks
• $24.8-million+ in pipeline generated
• $8.5-million+ in revenue