Making an impact with marginal gains
An account based marketing campaign
A connected strategy for steady growth
Following an unprecedented surge in IT transformation during the Covid pandemic, device sales were set to plummet by 10% in 2022 and beyond. Combined with the threat of economic crisis, businesses were reluctant to spend. It was a challenging time for the industry.
Despite the turbulence ahead, Westcoast remained ambitious, setting a new growth target of 3% gross profit across its wholesale division. Westcoast partnered with Revere to lead a ‘Marginal Gains’ strategy across all its device marketing for 2022.
Marginal Gains ensured all partner marketing development funds (MDF) were maximised to support business goals as part of one connected strategy.
Central to this strategy was the Device Solutions Programme, focused on delivering Marginal Gains through an identified list of partners with the potential to grow.
Human intelligence for personalised partner experiences
The programme started with audience research. We closely aligned with the sales team, to unearth valuable intelligence on Westcoast’s current device resellers. Using this insight, we created a hero target list of 20 partners who showed most potential for growth.
Through the creation of an exclusive ‘Device Solutions Club’ we launched a 1-to-few campaign, providing personalised experiences for each partner. From the direct mail and nurture emails to the business sales reports, customer centric and personalised messaging was at the core of everything.
The programme successfully delivered an exclusive experience for each partner, making them feel valued and part of something. The outcome? Device Solution Club partners sold more service add-ons than other resellers and revenue grew.
ROI delivered on services revenue
Device Solution Club partners reached
£
in device revenue (per reseller)
Revere is completely integrated into our business, right from sales to marketing, so are really aligned to what we need to achieve as a business. They take the time to understand the business and marketing objectives, and have delivered a truly successful initiative for our partners. We couldn’t do it without them.
Phil Bell, Commercial Director Westcoast