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114 | Building high growth partnerships
Unlock the Secrets to Successful B2B Partnerships and Growth In this episode of the Tech Marketing...
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Turning loyalties
into royalties
Trying to expand its share of the fiercely competitive laptop and high-performance workstation marketplace, tech superpower Lenovo knew that partner loyalty, preference, and performance would be critical.
That made the creation of a programme to motivate, reward, and secure the allegiance of those partners critical too.
The hugely impactful upshot, developed by Twogether Channel Solutions, was the Lenovo Partner Rewards Club.
74%
increase in total sales of Reward Club eligible products
65%
average increase in sales by enrolled partners
11%
increase in marketing activity and campaign activation by partners
100%
of eligible partners were retained in the programme
Making engagement ring
When Lenovo wanted to increase its revenues and wallet share in the fiercely competitive laptop and high-performance workstation space, it knew it had to act decisively.
Recognising that its channel partners would be essential to the success of its strategy, it also knew that it would need to maximise both the Lenovo brand allegiance and performance of those partners.
It therefore wanted a programme that would incentivise partner engagement, train and motivate participants, reward loyalty and sales, and nurture the underlying relationships.
Looking to be consistently 'front-of-mind' among partners, Lenovo wanted to be seen as the first and only choice for laptops and high-performance workstations, for the high-quality training, marketing, and sales support required to sell them, and for partner growth.
Taking the opportunity to innovate, think beyond traditional sales metrics, and place loyalty front and centre, Lenovo sought our help.
We delivered the Lenovo Partner Rewards Club.
Awards
Gold
2022
Best customer engagement initiative
Finalist
2022
Best channel marketing campaign
