Strategy developed by Sabiá integrated campaigns, nurturing, and qualification to bring business opportunities closer to the most suitable partners in the region
Context
Different markets and partners connected by the same demand strategy
Atlassian has an extensive network of partners responsible for bringing its solutions to companies in different segments across Latin America.
In this model, generating leads is only part of the challenge. It's crucial to ensure that opportunities reach partners with context, qualification, and potential for commercial development.
It was from this need that Sabiá began to support Atlassian's regional demand generation initiatives, connecting campaigns, qualification, and partners in a single operation.
Challenge
Transform interest into qualified opportunities for distinct markets and partners
The goal is to transform interest into real opportunities for the Atlassian partner ecosystem.
The operation needs to support different business solutions and priorities in distinct Latin American markets, with communication in Portuguese and Spanish, ensuring that partners receive more qualified leads for a commercial approach.
Solution
Acquisition, qualification, and nurturing in an integrated regional operation
We structured a regional demand generation operation based on three pillars: acquisition, qualification, and nurturing.
Regional campaigns
We developed dozens of lead generation campaigns in Portuguese and Spanish, adapted to the priorities of Atlassian, the partners involved, and the markets served.
Performance optimization
We continuously monitor segments, creatives, and investments to increase campaign efficiency and the quality of leads generated.
Commercial qualification
The captured leads undergo a qualification process conducted by the SDR team before being forwarded to partners.
Lead nurturing
Contacts not yet prepared for a sales approach were directed to nurturing journeys aligned with the challenges addressed by Atlassian solutions.
Partner Integration
The operation connects marketing, SDRs, and partners in a seamless flow of follow-up on generated opportunities.
Results
A more strategic flow between marketing, partners, and sales opportunities
The strategy created a consistent demand generation framework to support Atlassian's partner ecosystem in Latin America, collaborating to ensure the region maintains its accelerated growth pace.
More than just generating leads, the project strengthens the connection between marketing, partners, and commercial opportunities, making demand generation a more fluid, strategic, and results-oriented process.
