Channel Marketer Report


Veeam Boosts Partner Program With New Learning Platform, Expanded Marketing Support Tools And Services

Veeam Software, a backup solutions provider, has made a number of enhancements to its North American ProPartner program. As a 100 percent channel company, Veeam is making major investments in its partner ecosystem to reinforce its commitment to the success and profitability of its partners.

Kevin Rooney, VP, Americas Partner Sales, Veeam

Key enhancements to the Veeam Partner Program include Veeam IQ, a new comprehensive partner-facing training platform to streamline partner enablement. Formally known as Veeam University, the new Learning Management System (LMS) is an online resource that supports partner education aimed at fostering increased efficiency and greater profitability.

Now with multi-language support and increased learner engagement, the Veeam IQ allows partners to easily access demos, product and solution training, program and selling education, training courses, and preparation tools for Veeam certifications including Veeam Technical Sales Professional (VMTSP) and Veeam Sales Professional (VMSP). The modern and intuitive learning platform enables partners to move at their own pace, putting partners in control of their progress and certification compliance.

Concierge Services Debuted

Veeam has also committed to increased marketing investments in both partner-facing marketing and support for regional partners, national partners and corporate resellers. Veeam has launched a new marketing concierge service – a dedicated marketing consultant group available to collaborate with partners to build multi-touch campaigns that focus on digital marketing tactics.

Working closely with eligible Veeam partners, a virtual marketing manager (VMM) will guide the partner though the entire campaign process. This includes designating effective campaign materials, customizing content, building social media initiatives, recommending best practices, building campaign components, and managing leads from the Veeam MarketReach platform – the company’s email campaign and lead tracking tool for partner —  post-campaign. With this platform, partners can create, execute and track their own Veeam campaigns, including banner creation, co-branding marketing materials, event-in-a-box projects, etc.

“We’re trying to provide the right tools to help our partners with their go-to-market activities and their marketing to our shared customers on a platform and in a way that’s easiest to access,” said Kevin Rooney, Vice President, Americas Partner Sales. “That led us to creating the concierge services, which is really our online way of engaging with our partners around our marketing resources and virtual marketing managers.”

The platform offers access to all of the marketing materials Veeam partners can leverage. “They can take it self-service and co-brand some of these marketing materials. It helps them around social media posts. It helps them from a programmatic standpoint of the programs we developed that they can leverage.”

In addition to the platform, Veeam is also making more investments in the materials provided to partners, said Rooney. “We’re continuing to make sure that the material is relevant, that it’s timely, that it’s in a consumable format that our partners are asking for.”

Veeam is offering accelerated growth rebates for gold and platinum partners to reward partners who not only make their assigned revenue targets, but those who overachieve on a quarterly or annual basis. Value incentive rebates now with accelerators as well as opportunities for additional back-end rebates present even more earning potential for partners.

Other new partner perks and incentives in the Veeam Partner Perks programs rewards sales, marketing and technical roles at partner organizations. A “closed deal” is the result of more than just a sales function, Veeam noted in press release. This program leverages the behaviors and actions of the partner with valuable rewards, whether it’s selling into the SMB space, co-selling with an alliance, taking a certification, completing a POC, or running a competitive campaign.

“We’re always trying to look for ways to best serve our partners and therefore our shared customers,” said Rooney. “We want Veeam and the way that we provide our channel marketing support to be seen as best in class.”