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HP content and your brand

SDanisovsky ‎08-22-2012 04:31 AM - edited ‎06-26-2015 03:23 PM

Recently I’ve found a brief info-graphic about 7 Surprising Channel Conflict Trends. Those few slides are not exactly any trends but rather a set of statistics about partners’ experience with channel conflict. What grabbed my attention was the very last one claiming 31% of solution providers (means here partners) say their vendor partner portals don’t work or are inadequate in facilitating and enabling partner transactions”.


So I’ve tried to look at our campaign syndication service (CSS) which we introduced about two years ago. While it may not be a primary portal for our software partners, it’s been put in place with the goal to facilitate and enable partner transactions—in this case digital marketing activity. Put simply, the CSS is a subscription-based online service available to partners to help them automate their digital marketing with minimal effort.


The starting blocks

At the beginning the service started with a focus on three pillars requested by the partner community:

a)      Content; ready-to-use assets provided by HP and accessible through a simple menu-based portal

b)      Ease-of-use; a user selects the desired content and uses it as a standalone tactic or creates a campaign by combining multiple tactics together

c)       Co-branding; flexibility to modify the existing content by adding partners’ branding visuals

Over time as more partners started to use the platform we’ve learned and responded to new requirements. The service is evolving, bringing up new capabilities and tactic categories. Recent service extensions meet some of the most desired expectations from the community.


What’s new with campaign syndication?

With the newly introduced full “concierge” service, we’ve further reduced partners’ time and effort spent on preparing and executing campaigns. By choosing this option, partners only have to do the bare minimum. The service kicks-off a demand generation using the company logo and its own contact list. We estimate the time on the partners’ side will decrease from days to hours.

In the regions like EMEA and APJ we constantly hear a demand for localization. Now the content coming from the global campaign team is available in multiple languages. We are providing the translated assets through the syndication platform. Now partners working in non-English speaking countries can find content available in nine additional languages.


Are we in those 31 percent?

A first example of how the new “concierge” service and content translation work together is the HP Software Discover Performance newsletter which partners can automatically send to their audience lists. Try it; let us know your experience and how much it facilitates your marketing job.

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