Xerox Corporation (NYSE: XRX)
Xerox Corporation challenged Pinstripe Marketing to implement a channel marketing campaign to support a community of Xerox business partners.
The channel initiative was developed to sell Xerox’s more robust multifunction machines that were connected to a company’s IT infrastructure. The days of the ‘copier sales guy’ who only circled when contracts are ready to expire were over and Xerox was preparing their reseller partners to take their place.
The channel team initially selected 100 value-added resellers (VARs) for the new VantageOne program and provided them with marketing support tools to hit the ground running.
The campaign included the development of marketing materials to help them promote Xerox document management solutions to their end users. The materials included a brochure, an email campaign and a web-based survey with incentives.
We worked with Xerox and the resellers to co-brand their marketing materials, manage the collection of survey data, and execute delivery of the promotional incentives to the end users in return for completing a survey. The survey data was provided to the VAR with actionable sales information, and results from all resellers was aggregated and sanitized to provide Xerox with an analysis of the state of the marketplace.
