Empowering partners to drive demand for database observability

Client

Overview

SolarWinds is a global leader in IT management and observability solutions, known for delivering simple, powerful, and secure tools tailored for hybrid and multi-cloud environments.

SolarWinds has a track record with businesses of all sizes across industries worldwide. The company focuses on solving complex IT challenges with intuitive, time-saving solutions that enhance productivity and accelerate digital transformation.

As part of their commitment to channel growth, SolarWinds approached The Rubicon Agency to elevate and standardise a demand generation campaign for partners that could be personalised and mobilised with ease and at pace. This was to be offered to partners globally. The first solution focused on database observability; which is become more critical since the rapid adoption of AI technologies.

What we delivered

Although selling through partners was not a new strategy for SolarWinds, marketing assets were often generic and lacked empathy or personalisation. Also, previous exercises low-balled the pitch to users and administrators – missing the opportunity for more transformational and higher-value messages

Our task was to create a campaign-in-a-box that provided end-to-end marketing assets for partners to engage with their own customers and prospects. The toolkit consisted of demand generation assets including email series, display ad suite and social posts. A dedicated landing page was created for partners – with personalisable content meaning they could align with their offering and target audience. A custom infographic was also produced to illustrate industry trends and demonstrate how SolarWinds Database Observability could mitigate blind spots and deliver real business advantage. Further, presentations were created for the internal sell within the partner (to mobilise the campaign), and for the end-customer (to consider the solution).

What did the campaign achieve?

The campaign delivered a real step-change within SolarWinds around how partner campaigns were being delivered. Adoption of the programme increased significantly and signalled a new level of support and commitment to the channel.

Subsequently, The Rubicon Agency are in the process of creating additional go-to-market toolkits for several additional propositions and portfolios.