As the UK’s largest privately-owned IT distributor, Westcoast must deliver a ROI for its key vendors (Microsoft, HPE, and Lenovo to name a few) to maintain its position as the strategic channel partner of choice. The brief was simple but ambitious – Westcoast wanted to reset its approach to distribution marketing.
The strategy’s objective was to pivot Westcoast away from short-term, product-focused tactical activity. This was to be achieved by adopting best practices from (non-channel) technology marketing and then applying them to the channel.
The strategy embedded longer-term planning, segmented and targeted programmes, and value-added content to support the reseller audience. To connect each element of the transformation, a martech roadmap was created, adapted and integrated into the strategy.
Drawing on a deep understanding of the reseller audience, Revere guided Westcoast from vision to visionary. Since execution, the digital marketing strategy has generated significant benefits and insights, with Westcoast integrating them across its martech and campaigns.
Westcoast was able to consolidate its platforms and implement a new marketing automation system. Website traffic and campaign interaction generated reliable lead scoring across campaign audiences’ profiles. Purchasing behaviour and persona insights allowed for highly targeted emails and nurture flows, with predictive insights also enhancing future campaigns. And a unified and optimised social media strategy drove marketing within new channels, enhancing Westcoast’s reach to its audience.
increase in website visits via email communications
increase in traffic to campaign websites via social media
increase in traffic to Westcoast’s website via social media
of engaged audiences are in senior or director roles
Revere helped us develop our entire digital strategy – increasing engagement almost immediately as a result.
Marketing Director, Westcoast