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GFI Software case studies Project 1 — To profile GFI Software’s existing partners and to drive attendance to distributor webinars.

Background and Results

Specialising in solutions for SMB organisations, GFI Software provides network security, content security and messaging software for small to medium sized businesses. With over 200,000 installations worldwide, the company has a network of 10,000 partners throughout the world.

GFI Software enlisted the support of purechannels to conduct a telemarketing campaign into selected partners in France and the Netherlands. The objective of the project was two-fold. Firstly, to profile selected partners and ascertain their market focus and drivers and secondly to encourage partners to sign-up to distributor webinars.

Over the 25-man-day campaign, three purechannels telemarketing agents made more than 1,800 calls into two countries. 260 partner profiles were completed and purechannels generated 90 registrations for the webinars. In addition to these agreed activities, purechannels also uncovered 60 partners who wanted more information on GFI and its solutions.

What They Say

“In a very short space of time, purechannels turned our objectives into a live campaign. Above all they were flexible and very easy to do business with. Not only did they deliver on our needs, they also came up with some valuable requests for information.”

Ivana Martin, Channel Marketing Manager, GFI Software.

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Project 2 — To recruit new bronze-level reseller partners for GFI throughout the UK and thereafter to the rest of EMEA, US/Canada and Latin America.

Background and Results

GFI Software is a global channel-focused company providing multi-award-winning Web & Mail Security, Archiving, Backup & Fax, Networking & Security and Hosted solutions for small to medium sized enterprises.

Given an already successful client partnership with purechannels, GFI looked to us to devise an effective partner recruitment programme. After an in-depth look at GFI’s proposition and key differentiators, we designed and implemented a bespoke, phased and integrated campaign specifically for the UK.

We first surveyed a handful of existing GFI bronze partners to fully understand the significant positives underlying their relationship with GFI. Armed with this first-hand insight, we wrote two solid case studies and decided to use these partner testimonials throughout the campaign.

We also found out that GFI’s direct and personalised support to their resellers was the key to their success. Given this, purechannels decided to turn GFI’s previous ‘GFI needs you…’ approach on its head, now suggesting to potential partners what it was that was missing from their existing vendor partnership. We couldn’t resist! From this idea, our ‘lonely hearts column’ concept was born - ‘Successful SMB reseller seeks new partnership with attentive software vendor for LTR’.

This compelling partner proposition underpinned all deliverables which consisted of two recruitment emails, a lead generation direct mail piece together with a timely 30-day telemarketing campaign. Our telemarketers skilfully profiled prospects to find out whether they were currently re-selling competitor security software solutions. Once the direction of the call was apparent, our telemarketers aligned their pitch accordingly. Partners with a positive response were signed up instantly on the phone for immediate follow up by GFI, and those that requested information received a follow-up email, swiftly followed by an all-important conversion call.

The results so far have been spectacular - 150 new bronze partners have been recruited - specifically given the highly competitive nature of the security software marketplace.

What They Say

“Despite the fact that we operate in a very, crowded and competitive market space, purechannels was still able to achieve and deliver fantastic results for us. They wholeheartedly grasped the GFI proposition and expertly structured the whole campaign around it, capturing a potential partner’s mindset. We’re thrilled with these numbers and the outcome of the first phase of the campaign. Other countries and regions are next on purechannels’ hit list!”

Angela Leech, Channel Marketing Manager, GFI Software.

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