When global cloud-based data protection software provider Asigra wanted to transform the customer experience they provide to their network of more than 500 partners worldwide through its online partner portal, it turned to SaaS partner relationship management (PRM) firm Impartner.
With a 100-percent channel-focused business model, Asigra develops and takes to market a multi-tenant cloud backup software solution designed for MSPs and VARs, enabling them to deliver a secure cloud backup and recovery service to SMBs and enterprises worldwide.
“We wanted to provide our partners with more access to marketing materials in the form of a self-service, 24/7 content hub that could service them across multiple time zones with everything they need to do business with us,” said Asigra vice president of marketing, Tracy Staniland. “At the same time, there was demand from our executive team for a portal that could provide more robust insights and metrics into the materials that partners were using most, how frequently partners were logging into the portal, and lead tracking. The portal provides us with a vehicle for referring and tracking leads referred to partners, which enables us to measure our return on marketing investment.”
Since launching, Asigra’s partner portal participation rate has climbed to more than 40 percent.
“Working with Impartner has been a great experience,” Staniland said. “They never, ever say no, and they always really want to understand what our business objectives are and what we are trying to do. We’ve been able to define metrics and define the return on investment we see. That’s really key in being able to deliver a strong customer experience to our partners that they really appreciate and that meets their business needs.”
“When we made our predictions for what trends will drive channel sales next year, we said 2016 will be the year companies realize that while customer experience is the new battleground, if they sell though indirect channels, that experience has to extend to their partner programs – who are their true customers,” added Impartner CMO Dave Taylor. “Still too often, we see leading corporations with fantastic dotcom sites that have partner portals that are years old and in no way reflect the branding and quality of the digital experience they provide on their other Web properties. Asigra is the perfect example of how a differentiated partner portal experience is critical to ensuring that you are a vendor of choice for the industry’s top partners.”