AWS and Red Hat Direct-to-Customer Lead Generation Program Expands and Scales to Worldwide GSI, SI and Channel Partners

The Opportunity

Red Hat OpenShift on AWS (ROSA) and Red Hat Enterprise Linux (RHEL) were looking to turn up the heat on their corporate lead generation initiative when they teamed up with eTrigue. What started out as a corporate play to 400k+ prospects evolved into a scalable Partner Lead Acceleration program.

The Solution

AWS and Red Hat Direct-to-Customer

Corporate program:

Emails and OnDemand Webinars
Prospect List Development
Real-Time Lead Alerts
Live Webinars
Content Syndication

AWS and Red Hat Partner Lead Acceleration

Each Partner program:

Emails and OnDemand Webinar
Prospect List Development
Real-Time Lead Alerts

Option to add:

Content Syndication
Custom Video Creation with Partner Speakers
Custom Webinar with AWS and Partner Speakers
LinkedIn Co-Promotion with Media

The Results

To date the AWS and Red Hat Partner Lead Acceleration programs have been running for 3+ years, with over 20 partners engaging in the last 12 months. While the majority of partners have added MQLs and prospects to their ongoing nurturing campaigns, for select partners we have added BANT qualification and follow-up to enable appointment setting within 5 days. Based on campaign successes, partners have been requesting priority to engage in additional campaign offerings that follow this same campaign methodology.

AWS & Red Hat Scalable Lead Accelerator programs have now expanded to add support for 3 additional campaign offerings based on unique product offerings, and are being language localized for select EMEA deployments with partners. While each geography is unique, rapid build, deployment and sales team responsiveness tracking have become the ‘go-to’ requirement for worldwide deployments.