Channel Marketer Report


HPE Marketing Pro Program Aims To Support Partner Sales Of ‘As-A-Service’ Offerings

Hewlett Packard Enterprise has announced a comprehensive channel marketing program to help partners expand revenue opportunities, accelerate delivery and transform client relationships as they go to market with a number of ‘as-a-Service’ offerings. The enhanced marketing program was introduced as the company announced new HPE GreenLake cloud services and software.

The expanded channel marketing programs and other updated HPE Pro Series programs will expand collaboration and as-a-Service sales with partners as they are integrated onto HPE GreenLake Central to enhance learning and increase their solution expertise.

HPE Marketing Pro, formerly called the HPE Partner Ready Digital Marketing Program, now provides tailored content, learning opportunities and resources to help partners advance their end-to-end marketing effectiveness and drive growth. It is now available in seven local languages and includes an accreditation option. Through intuitive, immersive campaign guides and campaign blueprints tailored for different marketing objectives, partners benefit from enhanced tools to help them deliver integrated digital campaigns and personalized experiences for customers.

The HPE Social Media Center offers ready to post, customizable social media content, enabling partners to share content as is or edit for their voice and schedule as series of posts. Partners can also learn how to measure and analyze the impact of their posts.

The HPE Syndication tool lets partners stream content to their website. Partners can also visit HPE PSNow, which provides a full inventory of the latest products, services and solutions related content (catalogs, documents, multimedia) to find the right materials for their audiences at each stage of the buyer’s journey. The HPE Partner Marketing Concierge can assist in finding and selecting the right content.

Marketing Agency Support Funded

Ready to use, customizable HPE co-marketing campaigns align are available for all phases of the buyer’s journey. Partners can work with an HPE Marketing Services Agency (MSA) for a range of B2B marketing services including multi-channel and omni-channel campaigns.

The co-marketing services provided by an HPE-appointed MSA are funded by MDF. All partners within the HPE Partner Ready program with a Silver, Gold or Platinum status are eligible to receive MDF funds from HPE, and these funds can be used on campaigns planned and executed by an MSA, explained Laura Seymour, Senior Director, Global Channel Marketing.

HPE allocates MDF to partners to support specific campaigns and programs being managed by an MSA on a discretionary basis. Allocation of MDF is prioritized to support investment into HPE’s priority areas and where the investments will drive the biggest impact and return for the company’s joint business growth with partners, said Seymour. In most countries, partners are typically asked to make a small contribution themselves to the overall cost of the campaign.

To help companies optimize their own marketing programs, HPE encourages them to take a short online survey to receive an HPE Digital Maturity Assessment. The assessment will include recommendations for improvement across five key area, while enabling partners to see how they compare to other partners in their country. The HPE Marketing Pro Academy and the Marketing Pro Learning Center provide education resources and training, which could ultimately lead to HPE accreditation.

Sales, Tech Training Expanded

In addition to the HPE Marketing Pro, the company announced these enhanced learning experiences. The HPE Sales Pro links HPE and partner sales professionals to innovative enablement, training and learning — all in one place – making it easy to find new, succinct training modules, including videos, podcasts, gamification and a video recording tool for sales teams to practice pitches and assess performance in real time. Sellers can build custom learning programs aligned to role and mastery level, quickly and easily enhance their skills, expand their knowledge of the HPE portfolio, and drive an outcome focused selling approach.

The HPE Tech Pro has expanded continuous learning badges and introduced new segment-focused content with the launch of a specialized SMB portal experience, an accelerated virtual event strategy that enables partners to take exams and certify at a deep discounts or for free, and new competencies to help partners embrace an outcome-based solution selling approach. The community now also provides a localized portal in 13 languages.

HPE has consistently invested in resources to help partners embrace its technology vision and create more dynamic customer experiences. Since the HPE Pro Series launch, the HPE Tech Pro community has grown more than 50% quarter over quarter, with more than 60,000 partners visits every month. HPE aims to provide partners with the same personalized learning experience as its sales teams as well as forums to find the right specialists who can help them close deals faster and differentiate through expertise.