PartnerOn Journal

Sales and Marketing During a Pandemic

Streaming Content from Microsoft, HPE and Synnex Help Partners Address COVID-19 Challenges

Long before COVID-19 drove the mass exodus to home ‘offices,’ channel partners were under constant pressure to adapt sales and engagement strategies for changing customer buying patterns and technology trends.

With the coronavirus continuing to disrupt everything, the need to change how you deliver solutions, frame sales and marketing messages, and respond to customers is bigger than ever.

In a recent Gartner blog, analyst Laura Starita addresses the challenges of conducting business with integrity while meeting high expectations to perform in unpredictable situations. 

As a technology provider, you offer solutions to help customers navigate difficult times. But your company may also be struggling to adjust to forced remote work. And you can’t be perceived as exploiting tragedy. 

Fortunately, vendors like Microsoft, HPE and Synnex are stepping up to help, and leveraging the PartnerOn platform to do it.

COVID-19 Content Streaming on PartnerOn 

Microsoft temporarily interrupted brand-focused campaigns on Digital Content OnDemand to deliver content focused exclusively on easing transitions to a remote mindset. To pick up where these campaigns left off, Microsoft launched two new channels Monday with solution-focused content on remote work transitions: COVID-19 Education and COVID-19 Teams

Zoom security concerns are motivating responses from Microsoft partners like Ingram Micro, who are working closely with partners to create and deliver meaningful, remote work messages and solutions. 

On Monday, Ingram Micro and HPE launched a special campaign communicating the services and solutions HPE has put in place to help relieve COVID-19 stress for partners and customers. This includes a $2 billion financing commitment from HPE Financial  Services. The campaign runs for two consecutive weeks in the Security and AI for the SMB channel. 

Synnex is helping partners address the security implications of the COVID-19 crisis with content on emerging threat trends and protection strategies. Check out the Thales channels on Synnex’s DEMANDSolv marketing service to learn more: Thales Future of Payments, Thales Security in the Cloud and Thales Authentication and Access Management.

Looking Beyond PartnerOn

Vendors’ efforts to support COVID-19 challenges go beyond digital marketing. Cisco; for example, is framing solutions around the concept of ‘helping’ and ‘connecting’ employees, partners and customers.

In a previous edition, we published a video of Cisco VP John Moses talking about these efforts. These include offering free Webex licences to telemedicine providers, and ramping up cybersecurity offerings to customers that suddenly have to support a mostly remote workforce.

What’s Next?

As remote work paradigms continue to shift, new sales and engagement strategies will emerge. If we’re fortunate, the focus on ‘helping’ and ‘connecting’ will sustain. How has COVID-19 changed how you engage with vendors and customers? Contact us to share your experience.

Karen Dasey